Holiday Land has launched a digital customer card for Apple and Google Wallet, unveiled at its annual conference in Crete. Linked to bookings, it provides travel updates via push notifications and keeps the travel agency accessible on customers’ smartphones. The card is designed to strengthen the connection between partner agencies and clients by storing agency contact details and offering real-time travel advisories when linked to a booking.
The card, introduced at the franchise’s annual meeting at the Robinson Ierapetra resort, was presented to around 190 attendees. Partner agencies will receive the card starting mid-November, distributed through the EasyCMS system via a unique QR code and link, enabling them to share it in-office, on their website, or via email signatures.
How It Works
The card will be available to partner agencies starting mid-November. Roman Borch, co-founder and managing director of the Berlin-based tourism software provider E-Confirm, emphasized its potential to drive repeat business: “Ideally, the next booking should start with you.”
Additional features include automated welcome messages upon arrival and hotel service vouchers. Michael Sawang, managing director of Alpha Reisebüro Partner, noted plans to expand the card into a loyalty program with exclusive benefits. “This gives our partners a new tool to address cashback and discount discussions,” he added. Helen Schröder, the new managing director, also made her first appearance alongside Sawang at the event.
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Industry Challenges and Recognition
Holiday Land agencies reported a €345.5 million travel revenue in the 2025/2026 fiscal year, a 3.7% decline from the previous year. In a pre-conference survey, franchisees rated their system an average of 4.49 out of 5 points. Sawang acknowledged the revenue drop but highlighted stable average commissions per agency, attributing this to improved booking planning.
The franchise network remains largely unchanged with 197 locations. Sawang predicts a broader industry reduction in locations as many owners reach retirement age. DRV President Albin Loidl addressed affordability concerns, urging agencies to re-engage former clients, adopt AI tools, and plan succession early. He noted that while travel enthusiasm remains high, many families struggle to afford summer package holidays. “We never lose as an industry. We either win or learn,” he stated.
Seven agencies were honored for their long-term loyalty during the event. Marcus Asbach, Katja Richter, and Hartmut Schulze received awards for 30 years of partnership, while Michael Hämel, Harald Laupichler, and Sabine Nowroth-Leupold were recognized for 25 years. Annet Kinast-Leidenroth accepted an award for ten years of affiliation. The awards were presented during the flight from Frankfurt to Heraklion on a Condor charter.
A panel featuring representatives from TUI, Dertour Deutschland, and Schauinsland-Reisen discussed challenges from 2026 and booking trends for 2027. Topics included cashback, Check 24 management, and commission policies. Panelists agreed that digital tools could free up time for personalized client consultations, highlighting existing tools already available to Holiday Land agencies.