{"id":27052,"date":"2025-10-24T11:54:00","date_gmt":"2025-10-24T09:54:00","guid":{"rendered":"https:\/\/www.rewe-group.com\/en\/?p=27052"},"modified":"2026-03-04T16:33:01","modified_gmt":"2026-03-04T15:33:01","slug":"booking-behavior-has-never-been-so-intense-so-early","status":"publish","type":"post","link":"https:\/\/www.rewe-group.com\/en\/press-and-media\/newsroom\/stories\/booking-behavior-has-never-been-so-intense-so-early\/","title":{"rendered":"“Booking behavior has never been so intense so early”"},"content":{"rendered":"\n
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Luxus<\/span>ur Vacations are booming, All-inclusive only just<\/span> – <\/span>Coolcation<\/span> dagegen<\/span> <\/span> bleibt<\/span> vor allem<\/span> ein<\/span> <\/span> mediales<\/span> Phenomen<\/span>.<\/span><\/span> Who wants to know more about the travel behavior of <\/span>D<\/span>ERTOUR-G<\/span>\u00e4<\/span>ste<\/span> wants to experience<\/span>, and is curious about <\/span>die <\/span> Trends<\/span>: <\/span>Here you can find our DERTOUR-<\/span> Travel Barometer<\/span>.<\/span><\/span> <\/span><\/p>\n<\/div>\n <\/div>\n <\/div>\n <\/div><\/div>\n\n\n\n

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Story<\/p>\n

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21 January 2026<\/p>\n

Germans’ desire to travel unabated<\/h2> <\/div>\n <\/div>\n <\/a>\n <\/button>\n<\/div>\n <\/div>\n<\/div><\/div>\n\n\n\n
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It has become a tradition: Every year, <\/span>DERTOUR analyzes the booking and travel behavior of its guests. The study looked at <\/span> the summer months of June to the end of September 2025 compared to the same period last year. We were particularly interested in how pronounced the last-minute trend actually was this summer,<\/q> says Sven <\/span>Schikarsky<\/span>, Managing Directors and Head of Product of DERTOUR and its sister brands ITS, Meiers Weltreisen and <\/span>Travelix<\/span> Last Minute. In addition, the analysis examined which travel destinations were particularly popular, how demand from families developed, which vacation regions were most popular with them, and which hotel categories and types of catering were preferred. <\/span><\/span><\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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Stable guest level: 1% more travelers despite strong previous year<\/h2>\n

The desire to travel remains unbroken: Despite a challenging market environment and an exceptionally successful previous year, DERTOUR and its sister brands were able to maintain their guest numbers at a high level (+1%). The fact that we were even able to slightly increase the high guest numbers of the previous year is a remarkable result. In a highly competitive market with high expectations on the part of guests, the increase is an expression of customer satisfaction and a continuing desire to travel,<\/q> says Sven <\/span>Schikarsky<\/span>. While numerous former customers of the insolvent tour operator FTI had ensured strong growth in the previous year, the renewed increase in guests is a clear sign of customer satisfaction<\/span>.<\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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About:<\/h2>

\n Sven Schikarsky <\/p>\n\n

Head of Product at DERTOUR and its sister brands ITS and Meiers Weltreisen<\/p>\n \n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

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The stable growth this summer shows that we have been able to gain the trust of our customers in the long term. High-quality travel experiences and the all-round service of package holidays remain in demand<\/span>.<\/span><\/span><\/p>\n<\/blockquote>\n <\/div>\n

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Sven Schikarsky, Head of Product at DERTOUR and its sister brands ITS and Meiers Weltreisen<\/p>\n <\/div>\n <\/div>\n

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Sven Schikarsky, Head of Product at DERTOUR and its sister brands ITS and Meiers Weltreisen<\/p>\n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

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Defying last-minute forecasts: average advance booking period increased again<\/h2>\n

Many market observers were expecting a very pronounced last-minute summer. However, the booking data shows a different picture: at DERTOUR and its sister brands, the average advance booking period has risen again – to 135 days before departure. This corresponds to an increase of +8 days compared to the previous year. Most summer vacations were booked in January. <\/span> <\/span><\/p>\n

We are observing two opposing trends: On the one hand, very early bookings with early booking discounts and, on the other, spontaneous last-minute decisions,<\/q> explains Sven Schikarsky. However, the early booking trend is much more pronounced: never before has booking behaviour been as early as it is for summer 2025. Early booking is not only the cheapest option, but also offers planning security and guarantees the desired accommodation – especially in regions and travel periods that are in high demand.<\/q> <\/span> <\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

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Summer 2025: Almost 90 % of guests traveled to nearby destinations, 23 % of all guests went on vacation to Turkey<\/h2>\n

The distribution of destinations between short-haul, medium-haul and long-haul changed only slightly: 89% of guests opted for a short- or medium-haul destination, while 11% chose a long-haul trip. This means that the proportion of long-haul trips fell slightly by one percentage point – in favor of short-<\/span> and medium-haul trips. One destination was again particularly popular this summer: almost a quarter of total guests (23%) went on vacation to Turkey. <\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

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The most popular summer vacation destinations in 2025<\/h3>\n \n <\/div>\n <\/div>\n<\/div>\n<\/div>\n\n
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Egypt as a vacation destination offers attractive value for money.<\/p>\n<\/div> <\/div>\n <\/div>\n <\/div>\n<\/div><\/div>\n\n\n\n

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Short and medium-haul: Egypt and Bulgaria booming, no trend towards coolcation <\/span><\/b> <\/span>Turkey maintains its top position in the short and medium-haul segment. Spain holds second place and Greece also defends third place. Egypt, which is particularly appreciated for its attractive price-performance ratio, stands out with an increase in demand of +23% and thus moves up one place in the ranking to fourth place. It displaces Germany in 5th place, which it shares this year with Italy, which maintains its position from the previous year. <\/span> <\/span><\/p>\n

The largest increase in demand on short and medium-haul routes was recorded by Bulgaria. The attractively priced destination recorded +38% more guests and holds 7th place in the ranking. Tunisia, which also scored with attractive prices, is in 6th place. <\/span> <\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div><\/div>\n\n\n\n

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Coolcation<\/span> remains a much-discussed topic, but is not a real Tr<\/span>end. <\/span>The classic beach vacation in warm regions remains the dominant vacation motif.<\/span><\/p>\n<\/blockquote>\n <\/div>\n

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Sven Schikarsky, Head of Product at DERTOUR and its sister brands ITS and Meiers Weltreisen<\/p>\n <\/div>\n <\/div>\n

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Sven Schikarsky, Head of Product at DERTOUR and its sister brands ITS and Meiers Weltreisen<\/p>\n <\/div>\n <\/div>\n<\/div>\n<\/div>\n\n

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DERTOUR does not see a trend towards coolcation. This is also confirmed by the booking data: in 2025, fewer guests actually tended to spend their summer vacations in the Nordic countries than in the previous year. <\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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Top travel destinations summer 2025: short and middle distances <\/h2>
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  • Turkey<\/p>\n<\/li>\n

  • Spain<\/p>\n<\/li>\n

  • Greece<\/p>\n<\/li>\n

  • Egypt<\/p>\n<\/li>\n

  • Germany, Italy<\/p>\n<\/li>\n <\/ul>\n <\/div>\n<\/div>\n\n

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    Long-haul favorites in summer 2025: Indian Ocean takes top position<\/h3>\n \n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n
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    Maldives guarantee dream beaches and offer accommodation in the sea.<\/p>\n<\/div> <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n

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    Top travel distanations summer 2025: long distance<\/h2>
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    • Indian Ocean<\/p>\n<\/li>\n

    • North America<\/p>\n<\/li>\n

    • Thailand<\/p>\n<\/li>\n

    • OAE<\/p>\n<\/li>\n

    • Caribbean<\/span><\/h1>\n<\/li>\n <\/ul>\n <\/div>\n<\/div>\n\n
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      The Indian Ocean leads the ranking of the most popular long-haul destinations. It displaces North America in second place, where negative headlines about entry policies in the USA led to a drop in demand after a strong early booking start. The currency trend has improved and demand is stabilizing,<\/q> explains Sven Schikarsky. Germans love the USA as an extremely diverse travel destination. I am convinced that demand will increase again in the medium term – also due to the positive exchange rates.<\/q> <\/span><\/p>\n

      The strongest growth in demand among the top 5 long-haul destinations was recorded by Thailand at +15%. The destination, which is valued for its excellent value for money, moved up one place on the popularity scale to take third place. The United Arab Emirates (UAE) retained fourth place, which it shared with Thailand in the previous year. The Caribbean dropped two places, but remains among the top 5 long-haul destinations. The main reasons for the weak demand were the lack of direct flights to Cuba and reduced flight connections to Mexico. <\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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      Family vacations 2025: Increased demand, especially for price-performance destinations near and far<\/h3>\n \n <\/div>\n <\/div>\n<\/div>\n<\/div>\n\n
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      Spain is popular with families and comes in second place in the ranking.u003c\/divu003ernu003c\/divu003ernu003c\/divu003e<\/p>\n<\/div> <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n

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      The number of family bookings at DERTOUR and its sister brands has risen by +6% compared to the previous summer. The classic beach vacation in summer is popular with families. Their demand has risen even more strongly than the general booking trend,<\/q> explains Schikarsky. This is not surprising – families in particular need to relax, as they have multiple responsibilities, such as work and childcare.<\/q> Destinations with a very good price-performance ratio or those that are particularly attractive in terms of price were particularly in demand.<\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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      Families’ desire to travel is great, at the same time they are acting cost-conscious<\/span>.<\/span><\/span><\/p>\n<\/blockquote>\n <\/div>\n

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      Sven Schikarsky, Head of Product at DERTOUR and its sister brands ITS and Meiers Weltreisen<\/p>\n <\/div>\n <\/div>\n

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      Sven Schikarsky, Head of Product at DERTOUR and its sister brands ITS and Meiers Weltreisen<\/p>\n <\/div>\n <\/div>\n<\/div>\n<\/div>\n\n

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      In the ranking of the most popular family destinations, there were hardly any changes compared to the previous year: Turkey, Spain, Greece, Egypt and Tunisia once again occupy places 1 to 5. Italy moved up from 6th place to 5th place, sharing it with Tunisia. <\/span><\/p>\n

      Two value-for-money destinations are experiencing a real boom among the most popular family destinations: Egypt, still in 4th place, recorded growth of +30%. Bulgaria is even up +37% and climbs one place in the ranking to 6th place, which it shares with Germany, which leaves the top 5. The very changeable coastal weather in Germany this year led to a drop in demand,<\/q> says Sven Schikarsky. <\/span><\/p>\n

      There are also four long-haul destinations among the 10 most popular family destinations. Two of them have recorded strong growth: the Indian Ocean has improved from 9th place to 7th place with an increase of +25%. Thailand is experiencing the biggest boom in demand among long-distance family destinations: +32% more family bookings catapult the country with excellent value for money from 12th place to 8th place. <\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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      Top family destinations summer 2025 <\/h2>
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      • Turkey<\/p>\n<\/li>\n

      • Spain<\/p>\n<\/li>\n

      • Greece<\/p>\n<\/li>\n

      • Egypt<\/p>\n<\/li>\n

      • Tunisia, Italy<\/p>\n<\/li>\n <\/ul>\n <\/div>\n<\/div><\/div>\n\n\n\n

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        Personal advice remains in demand: majority booked with expert help<\/h2>\n

        As in previous years, the majority of vacations were booked through travel agencies in summer 2025: 62% of guests opted for personal advice from travel experts. 38% booked their vacation online. Although the proportion of travel agency bookings fell by -4 percentage points compared to the previous year, this was a special effect: The FTI insolvency led to an above-average proportion of bookings with a personal contact last year,<\/q> explains Sven Schikarsky. A look at summer 2023 confirms this: The share of travel agency bookings in 2025 was +2 percentage points above the figure at that time. Guests continue to value the experience of travel agency experts who know many destinations from their own experience. They save themselves hours of online research and have a direct contact person in the event of changes or queries,<\/q> says Schikarsky. <\/span> <\/span><\/p>\n

        Travel agency booking ensures higher vacation satisfaction <\/span><\/b> <\/span><\/p>\n

        The survey of DERTOUR guests after their return also shows: Those who booked their vacation at a travel agency and received advice were significantly more satisfied on average than guests who booked their trip independently online. Personal advice plays a key role in ensuring that individual wishes are better taken into account,<\/q> explains Sven Schikarsky. This helps to avoid typical booking errors, such as unfavorable flight times, unsuitable hotel offers or a location that does not meet expectations. Travel agency experts pay particular attention to such details.<\/q> <\/span> <\/span><\/p>\n

        Hotel categories: One in three guests booked a 5-star hotel. <\/span><\/b> <\/span><\/p>\n

        The trend towards higher hotel categories continued in summer 2025: 33% of guests opted for a five-star hotel in summer – an increase of +3 percentage points compared to the previous year. By contrast, the proportion of lower categories declined: 52% (-1 percentage point) chose a four-star hotel, while 15% (-2 percentage points) of guests booked three-star hotels. <\/span> <\/span><\/p>\n

        On the one hand, the proportion of five-star hotels is increasing due to the strong demand for value-for-money destinations such as Turkey, Egypt and Thailand, where luxury is affordable. At the same time, these destinations are particularly in demand because they offer comfort and excellent service at attractive prices,<\/q> explains Sven Schikarsky. <\/span> <\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

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        All-inclusive share reaches record high<\/h2>\n

        All-inclusive remained the most popular board type in summer 2025 and even increased: 57% of guests (+2 percentage points) opted for AI in summer – more than ever before. Half board and breakfast were chosen by 20% and 23% of guests respectively – a slight decrease of -1 percentage point in each case. <\/span> <\/span><\/p>\n

        Trip duration remained largely constant <\/span><\/b> <\/span><\/p>\n

        The average duration of short and medium-haul beach vacations in summer 2025 was 9 days, exactly the same as in the previous year. The duration of long-haul beach vacations fell slightly – by -0.5 days to 12.5 days. The average duration of luxury holidays remained unchanged at 8 days. <\/span> <\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

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        Boom in luxury travel: Demand up 15%<\/h2>\n

        The luxury travel segment recorded an above-average increase in demand of +15% in summer 2025. As with the advance booking period, there are two trends here too,<\/q> explains Sven Schikarsky. On the one hand, demand is increasing for destinations with particularly good value for money or attractive prices, and on the other hand, interest in exclusive luxury travel is growing. This confirms that we can continue to offer a broad vacation portfolio for different budgets and target groups.<\/q> <\/span> <\/span><\/p>\n

        In the luxury segment, DERTOUR recognizes four overarching trends: privacy and individuality, design and lifestyle, authenticity and Sustainability as well as holistic Wellbeing. Luxury villas, suites with private pools, luxury hotels located in historic buildings with modern interior design and iconic reopenings, as well as local cuisine and nature experiences and spa and detox offers are all in demand,<\/q> says Schikarsky. <\/span> <\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n

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        Top luxury destinations: Renaissance of classic luxury spots – Greece again in 1st place<\/h3>\n \n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n
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        Greece takes the top spot and is the most popular luxury travel destination.<\/p>\n<\/div> <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n

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        While all destinations in the ranking of the most popular luxury travel destinations have recorded guest growth, the UAE, Germany and Greece stand out in particular with a disproportionately high increase in demand. <\/span> <\/span><\/p>\n

        Greece maintains its top position among the most popular luxury travel destinations and is one of the winners in the ranking with an increase in guests of +21%. Germany is one of the fastest-growing luxury destinations and benefited from new five-star resorts in the Alps, on the North and Baltic Seas and in cultural cities such as Munich and Hamburg. It recorded an increase of +30% and holds 3rd place. <\/span> <\/span><\/p>\n

        The Indian Ocean, which was in 3rd place last year together with Germany, moved down one place this year to 4th place despite an increase in guest numbers. The Maldives, Seychelles and Mauritius are among the most exclusive and sought-after luxury destinations in the world and offer an exceptionally high level of service,<\/q> explains Sven Schikarsky. The Indian Ocean shares fourth place this summer with the United Arab Emirates. At +50%, it recorded the strongest growth among luxury travel destinations and moved up one place in the ranking. <\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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        Luxury travel boom summer 2025 <\/h2>
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        • Greece (2024, 1st place)<\/p>\n<\/li>\n

        • Spain (2024, 2nd place)<\/p>\n<\/li>\n

        • Germany (2024, 3rd place)<\/p>\n<\/li>\n

        • Indian Ocean (2024, 3rd place), UAE (2024, 5th place)<\/p>\n<\/li>\n

        • Italy (Summer 2024, 4th place)<\/p>\n<\/li>\n <\/ul>\n <\/div>\n<\/div>\n\n

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          Satisfaction ranking: The best destinations and hotels according to guest reviews<\/h3>\n \n <\/div>\n <\/div>\n<\/div>\n<\/div>\n\n
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          Vacation destination Thailand<\/p>\n<\/div> <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n

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          As part of the guest survey after returning from vacation, DERTOUR determines which destinations holidaymakers were most satisfied with. Aspects such as the smooth running of the trip, personal support or the quality of the service on site are taken into account. <\/span><\/p>\n

          Thailand leads the satisfaction ranking: The vacation destination impressed with its exceptional service quality, well-organized procedures and varied itineraries. Vietnam followed in second place, also scoring highly for its high level of service, personal attention and diverse excursion options. The Maldives took third place, while the Seychelles and Dubai shared fourth place. The destinations were praised for their outstanding organization, very good value for money and excellent on-site support. Cyprus completes the ranking in 5th place: the good choice of hotels and the all-round successful vacation experience were particularly appreciated here.<\/span><\/p>\n <\/div>\n\n <\/div>\n<\/div>\n\n

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          Top travel destinations with a high satisfaction <\/h2>
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          • Thailand<\/p>\n<\/li>\n

          • Vietnam<\/p>\n<\/li>\n

          • Maldives<\/p>\n<\/li>\n

          • Seychelles and Dubai\u00a0<\/span><\/h1>\n<\/li>\n

          • Cyprus<\/p>\n<\/li>\n <\/ul>\n <\/div>\n<\/div><\/div>\n\n\n\n

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            Note from the editors<\/h2>\n

            All the results of the DERTOUR Travel Barometer Summer 2025 can be found at www.dertour.de\/trendreisen\/reisetrends-sommer-2025. <\/span><\/p>\n

            The analysis is based on bookings with DERTOUR and its sister brands ITS, Meiers Weltreisen and Travelix Last Minute with travel dates in the period from 01. June 2025 to September 30, 2025 compared to the bookings with travel dates in the period from June 1, 2024 to September 30, 2024 as of August 11, 2025 and August 11, 2024. The evaluation of the average advance booking period is based on the data as of August 25, 2025 and August 25, 2024.\u00a0<\/span><\/p>\n<\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n\n\n\n

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              Press release<\/p>\n

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              22 April 2026<\/p>\n

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              REWE Group passes\u00a0
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              16 March 2026<\/p>\n

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              9 March 2026<\/p>\n

              “Equal opportunities need visibility”<\/h3> <\/div>\n <\/div>\n <\/a>\n <\/button>\n<\/div>\n <\/li>\n <\/ul>\n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n
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              <\/div>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

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