Reiseland Holding GmbH

What Reiseland Holding GmbH does

Reiseland Holding GmbH is a Hamburg-based travel retail holding company that operates an independent, operator-agnostic travel agency chain across Germany through three brands: Reiseland (a generalist franchise and owned-branch network of over 250 agencies), OTTO Reisen (a last-minute and package-holiday specialist with call center, catalog, and online channels), and Globetrotter (an experiential travel brand operating 8 branches in northern Germany with factory tours, group travel, and event management). The company is a wholly-owned subsidiary of RT/Raiffeisen Touristik Group (RTG) since 2014 and serves both individual leisure travelers (B2C) and franchise partner agencies (B2B2C), with a stated focus on omnichannel integration across stationary retail, telephone, catalog, and online booking.

The underlying technology stack centers on meinReisebüro24, described as the largest stationary-online platform for German travel agencies, which provides franchise partners with website building blocks (155+ modules), appointment scheduling, online booking, and CRM. TONI, an AI-powered digital employee deployed in 2024, automates Concierge emails, monitors booking disruptions, and generates personalized ancillary offers (car rental via Sunny Cars, insurance via HanseMerkur, flight rights via FairPlane). The TecOff mid-office system adds time tracking and operational management, and Digital Out of Home signage in storefronts supports in-branch cross-promotion, notably through a co-branded AIDA Shop concept deployed in 51 Reiseland offices.

Reiseland Holding generates revenue primarily through commissions from tour operators, cruise lines, airlines, and insurance providers on bookings made across its channels, supplemented by transaction fees from the QualityPlus value-added package (€0.50 per booking is donated to sustainability projects), recurring subscription income from the meinReisebüro24 and TecOff platforms licensed to franchise partners and rtk member agencies, and ancillary professional services such as luxury sales training (Destination Luxus) and leadership academies. The group also grows through programmatic acquisitions of independent travel agencies (seven offices added in 2023 for €13.5M in combined revenue), participation in the Quality Travel Alliance (QTA, ~3,900 agencies, ~€2.6B bundled revenue) and rtk cooperation (~3,000–4,200 agencies, €2.3–3.5B bundled), and continuous franchise partner recruitment nationwide.

Name

Reiseland Holding GmbH

Legal name

Reiseland Holding GmbH

Website

https://reiseland-holding.de

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Reiseland Holding GmbH is a Hamburg-based travel retail holding operating Germany's largest independent travel agency network (Reiseland, OTTO Reisen, Globetrotter) with over 250 branches, serving individual leisure travelers and franchise partner agencies through omnichannel booking, the meinReisebüro24 platform, and the AI assistant TONI.

Ownership category

akta.pro rank

Product category

Retail Travel Agency Services

NAICS

Travel Agencies (561510), Travel Arrangement and Reservation Services (5615)

akta.pro primary industry

Leisure & Generalist Retail Travel Agencies (THAKABAA)

akta.pro secondary industries

Corporate Travel & Accommodation Coordination (HSACADAL), Lodging Booking & Accommodation Management (HSACAKAC)

Keywords

• Retail travel agency services
• Franchise travel network
• Omnichannel booking platform
• Tour operator distribution
• Independent travel chain

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Travel agency commissions and transaction fees: Reiseland Holding generates revenue through commissions paid by tour operators, cruise lines, airlines, hotels, and travel insurance providers when customers book travel products through its retail locations, call centers, and online platforms. As a veranstalterunabhängige (operator-independent) travel agency chain, it can offer products from all significant market operators.
2. QualityPlus value-added package: QualityPlus is a premium value-added package sold to customers alongside travel bookings. It includes services such as flight rights enforcement (via FairPlane partnership), sustainable travel components, and customer service support. A portion of proceeds (€0.50 per booking) funds sustainability projects. The package generates additional revenue per transaction for travel agencies.
3. Technology and platform services (B2B): The group generates B2B technology revenue through the meinReisebüro24 platform and TecOff mid-office system, serving franchise partners and rtk member agencies. Services include website hosting, booking tools, CRM, time tracking, and digital marketing tools.
4. Training and consulting services: Reiseland provides training programs for franchise partners and own staff, including luxury sales training ('Destination Luxus'), leadership academies, online webinars, and apprenticeship programs. These support franchise partner satisfaction and service quality standards.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Reiseland Holding GmbH operates a portfolio of independent (operator-unbiased) German travel retail brands — Reiseland (generalist agency chain with ~250 offices), OTTO Reisen (last-minute and package-holiday specialist), and Globetrotter (factory tours, group travel, event management). Travel products and bookings are distributed across all major channels — stationary retail, franchise, call center, catalog, and online — under the proprietary meinReisebüro24 omnichannel platform. The group also licenses technology (meinReisebüro24, TecOff) and value-added services (QualityPlus) to affiliated and franchise travel agencies.

Product overview

Reiseland Holding GmbH operates as a holding company for a multi-brand travel retail portfolio, managing three main travel agency brands: Reiseland (independent travel agency chain with ~320 branches), OTTO Reisen (specializing in last-minute and package holidays), and Globetrotter (experiential travel with factory tours, group travel, and event management). The company provides digital infrastructure through meinReisebüro24 platform with AI assistant TONI, TecOff marketing system, QualityPlus value-added services, and Digital Out of Home advertising solutions.

Differentiator

Problem solved

Functional benefit

Products and services

• Reiseland travel agency network Germany's largest operator-independent travel agency chain providing stationary retail, catalog, and online booking of travel products from all major tour operators and online portals; offered through over 250 owned-branch and franchise locations nationwide.
• OTTO Reisen retail travel brand Specialist retail travel brand with over 30 years of experience focusing on last-minute travel, package holidays, wellness trips, city breaks, and cruises; offers all operators and destinations plus direct booking for hotels, vacation homes, and charter flights via physical office, call center, and online.
• Globetrotter travel experience brand Travel experience brand (~150 employees) operating four business areas: factory tours (including Airbus Hamburg-Finkenwerder since 2004), group tours, event management, and stationary retail travel with 8 branches in Hamburg, Schleswig-Holstein, and Bremen.
• meinReisebüro24 omnichannel platform Largest stationary online platform for travel agencies in Germany; licensed to franchise partners and rtk member agencies for online customer consulting, booking, appointment scheduling, website management (155+ text modules), and TONI AI-driven customer engagement; integrates with proFewo and other partners.
• TecOff mid-office platform Organization, distribution, and marketing platform providing mid-office solutions (time tracking added 2023, compliant with Arbeitsschutzgesetz) and omnichannel capabilities to partner agencies of Reiseland, rtk, TUI TRAVEL Star, TVG, and meinreisespezialist.
• QualityPlus value-added package Value-added package introduced in 2019 (rtk initiative) offered alongside travel bookings, providing flight-rights enforcement via FairPlane partnership (delays, cancellations, missed connections, overbooking), sustainability contributions (€0.50 per booking to atmosfair drinking water projects in Kenya, Burkina Faso, Togo), and travel insurance support; over €116,000 raised for sustainability projects since 2019.

Quantifiable outcome

• Over 250 travel agency locations nationwide (as of 2025), with continued expansion through acquisitions and franchise recruitment
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability8 records

Feature4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• RT/Raiffeisen Touristik Group GmbH (RTG)coreStrategic or Co-development Partner · 1 January 2014Reiseland Holding GmbH has been 100% owned by the RT/Raiffeisen Touristik Group (RTG) since 2014. RTG is a leading European tourism distribution organization based in Altötting, Germany, encompassing multiple brands and travel companies united under its umbrella. The group provides Reiseland with financial strength, procurement scale, technology platforms, and access to a vast network of affiliated travel agencies.
• Quality Travel Alliance (QTA)coreStrategic or Co-development PartnerQTA is Germany's largest travel agency cooperation alliance, encompassing approximately 3,900 travel agencies and bundling approximately €2.6 billion in revenue. Alliance partners include AER Kooperation AG, Reiseland GmbH & Co. KG, rtk/RT-Reisen GmbH, and TVG. Reiseland participates in QTA's collective procurement negotiations, marketing events (QTA Reisesommer), and technology initiatives. QTA sets itself up as the 'Serviceplattform für die Reiseindustrie'.
• rtk / Raiffeisen-Tours-KooperationcoreStrategic or Co-development Partnerrtk is Europe's largest travel agency cooperation, comprising approximately 3,000-4,200 travel agencies and bundling €2.3-3.5 billion in revenue. Under its umbrella are the neutral travel agency brands meinreisespezialist and HOLIDAYLAND. rtk and Reiseland share technology platforms (meinReisebüro24, TecOff), marketing initiatives, and personnel (Dennis Conrads serves as Director Marketing for both). The groups collaborate on the QTA alliance.
• AIDA CruisescoreGTM or Marketing PartnerReiseland and AIDA Cruises operate a joint AIDA Shop concept in Reiseland branches. As of early 2024, 51 Reiseland offices featured the AIDA Shop concept (up from 42 in 2023), with a goal of further expansion. The shop concept includes distinctive furniture (suitcase desk with AIDA lighting), specialized staff training, and cross-promotional digital signage (Digital Out of Home). Joint marketing initiatives include cinema spots.
• atmosfairminorStrategic or Co-development PartnerQualityPlus (initiated by rtk in 2019) partners with atmosfair to fund drinking water sustainability projects in Kenya, Burkina Faso, and Togo. €0.50 per QualityPlus booking is automatically donated to these projects, supporting access to clean drinking water for communities affected by drought.
• FairPlaneminorGTM or Marketing PartnerQualityPlus partners with FairPlane, one of Europe's most successful flight rights portals, to provide customers with legal support for flight disruption claims (delays, cancellations, missed connections, overbooking). FairPlane's contract lawyers review and pursue claims on behalf of customers, offering services including compensation for flight problems, care obligations, and baggage issues.
• HanseMerkur ReiseversicherungminorGTM or Marketing PartnerReiseland and HanseMerkur maintain a long-standing partnership in travel insurance. HanseMerkur has been a partner since founding its travel insurance division 21 years ago, with Reiseland as its first pilot partner. The partnership includes joint VIP events (e.g., winner trips to Kitzbühel), sales competitions, and co-marketing of insurance products alongside travel bookings.
• meinReisebüro24 / rtk GruppecoreTechnology or IntegrationmeinReisebüro24 is the largest stationary online platform for travel agencies in Germany, operated by the rtk group. It provides online booking, customer management, AI assistant (TONI), website tools (155+ article modules), appointment scheduling, and digital marketing capabilities to affiliated agencies including Reiseland franchise partners. The platform integrates with multiple service providers (proFewo, Sunny Cars, HanseMerkur).
• Sunny CarsminorGTM or Marketing PartnerSunny Cars is integrated into meinReisebüro24's Concierge Mail service, enabling travel agencies to offer car rental options to customers alongside travel bookings. The partnership expands the ancillary service offering available through the digital platform.
• GoogleminorStrategic or Co-development PartnerGoogle served as a venue and content partner for Reiseland's 2019 Franchise Partner Conference, hosting sessions at the Google Germany headquarters in Hamburg. Professor Sebastian Decker from Google's Zukunftswerkstatt delivered workshops on online communication and search engine optimization for travel agencies.
• DER TouristikminorChannel Partner/ Reseller/ DistributorDER Touristik is one of the major tour operators whose products are distributed through Reiseland's retail network. As part of the QTA alliance's successful 2023/2024 commission negotiations, DER Touristik maintains product distribution through the group's nationwide agency network.
• Hapag-Lloyd CruisesminorGTM or Marketing PartnerHapag-Lloyd Cruises partners with the RTG Eigenvertrieb initiative for the 'Luxusexperten' (Luxury Experts) training program. The program includes product training sessions conducted by Hapag-Lloyd Cruises representatives, helping travel advisors develop deep expertise in luxury cruise products for high-value customer segments.
• AER Kooperation AGcoreStrategic or Co-development PartnerAER Kooperation AG is a member of the QTA alliance alongside Reiseland. The cooperation represents one of the largest travel agency networks in Germany and collaborates with Reiseland on joint procurement negotiations, the QTA Reisesommer event, and shared marketing initiatives.
• QualityPlus (rtk initiative)minorGTM or Marketing PartnerQualityPlus is an rtk-initiated value-added service package for travel agencies. The product honors services traditionally provided free of charge, offers customers low-cost supplementary services, and generates agency revenue. Since 2019, over €116,000 has been raised for sustainability projects. QualityPlus is available to all agencies and partners include atmosfair (sustainability) and FairPlane (flight rights).

Scale indicators9 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• TUI Deutschland: TUI Deutschland is the German subsidiary of TUI Group, Europe's largest integrated tourism group, operating both as a tour operator and through TUI TRAVEL Star franchise retail travel agency network (~1,400 agencies). It is comparable to Reiseland as the dominant incumbent combining operator-owned retail with franchise agency distribution in Germany.
• DER Touristik: DER Touristik is one of Germany's largest tour operators with its own DER Reisebüro retail chain and a member of the QTA alliance alongside Reiseland. It is comparable as a vertically integrated competitor with both operator products and retail agency distribution across Germany.
• Check24: Check24 is Germany's largest price comparison portal with significant travel booking operations, representing the OTA/disintermediation threat to Reiseland's retail travel agency model. It competes for the same German leisure travelers via digital-first booking.

Direct peers

• Schauinsland-Reisen: Schauinsland-Reisen is a major German tour operator that distributes primarily through its own retail agency network and franchise partners. It is comparable to Reiseland's OTTO Reisen and Reiseland brands as a German tour operator-retail hybrid with nationwide agency presence.
• ADAC Reisebüro: ADAC operates a franchise travel agency network leveraging its strong consumer brand, similar to how Reiseland uses its 35-year brand heritage. Both compete for German leisure travelers via nationwide franchise retail with brand-driven trust positioning.
• Holiday Land: Holiday Land is the rtk-affiliated neutral retail travel agency brand explicitly mentioned in Reiseland's data as a cooperation partner. It is directly comparable as a German travel agency franchise network sharing the rtk/QTA infrastructure with Reiseland.
• L'Tur: L'Tur is Germany's leading last-minute travel specialist with both retail stores and online booking, directly comparable to Reiseland's OTTO Reisen brand which targets the same budget-conscious last-minute package holiday segment.
• Alltours: Alltours is a German tour operator with its own retail travel agency network and franchise partners, comparable to Reiseland as a vertically integrated operator-distributor targeting the German leisure package holiday market.
• FTI Group: FTI Group (undergoing restructuring after 2024 insolvency) was a major German tour operator with own retail presence and franchise agency distribution. It is comparable to Reiseland's pre-insolvency competitive set as a vertically integrated operator-retail competitor with similar business model.

Emerging players

• Travelcircus: Travelcircus is a German online travel deals platform specializing in curated travel packages and unique experiences. It is comparable as an emerging digital-first competitor targeting German leisure travelers with value-added travel packaging similar to Reiseland's premium/cruise positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/reiseland-holding

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Reiseland Holding GmbH