Funded research

STMWI: ReiseZukunft

Solutions to ensure the future competitiveness of travel distribution in Bavaria

The aim of the project is to find innovative, digital and application-oriented solutions for small and medium-sized enterprises in the Bavarian travel distribution industry in order to secure their future and competitiveness.

With a total of more than 3,000 businesses, more than 20,000 employees subject to social insurance contributions and a turnover of more than € 5 billion (Bayerisches Landesamt für Statistik, 2020), the economic sector of the travel industry has an important labour market and economic significance for Bavaria. The companies in the sector are mostly small and medium-sized enterprises and owner-managed. Recently, the sector has been challenged by the increased online and technological pressure, as well as by the Covid-19 pandemic, and its future viability is at risk. The project ReiseZukunft starts at this point and aims to provide insights into how companies in the sector can position themselves facing future challenges through digitalisation, the creation of new forms of touristic products, service innovations or innovative business models.

The Project

In the project, short-term measures for the industry to cope with the corona situation are developed together with stakeholders of the Bavarian travel distribution industry, as well as medium- and long-term instruments and measures of action on how the Bavarian travel distribution industry can reposition itself. Four essential topics form the focus of the analysis:

  • Service innovations
  • Technology support
  • New product development
  • Innovative business models

In the first project step, the collection and analysis qualitative and quantitative data ensured a better understanding of the current challenges of the industry and consumer preferences. On this basis, customer-specific forms of offers and services, possibilities of technological support adapted to the needs of the companies and travel agents as well as innovative business models will be elaborated.    

As a result of the research work, for example show cases, best practice examples and application checklists, will be developed in order to prepare the results in an understandable way for small and medium-sized enterprises in the Bavarian travel distribution sector.

The results are then to be disseminated widely with the help of extensive communication measures (e.g. publications, events or roadshows).

The aim is to support the primarily small and medium-sized enterprises of the Bavarian travel distribution industry through scientific and experimental application research in order to secure their future viability. The project steering group has formulated the following objectives:

  • Securing and increasing the future viability of Bavarian SMEs in the travel distribution sector
  • Development of sustainable business models for Bavarian SMEs in the travel distribution sector
  • Creation of a basis for the development of customer-specific, innovative offers
  • Development of future-proof offers with a clear unique selling proposition for travel distribution in Bavaria
  • Repositioning of stationary travel agencies in Bavaria

Project Duration: 10/2020 - 09/2023

Project Amount: 591.400 €

Project Website:

Further participating Institutions:


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