The early booking season for the summer of 2025 has kicked off at Sunweb Group, and Dutch travelers are already booking in large numbers. In 2025, Sunweb Group, known for brands such as Sunweb, Eliza was Here, and GOGO, will continue to adapt to the changing preferences and behavior of consumers. The company is also launching new initiatives to ensure travelers can enjoy worry-free vacations.
"We love holidays," says Mieke De Schepper, CEO of Sunweb Group, who has led one of the Netherlands' largest travel companies since May 2024. "Our goal remains unchanged: to provide every customer with a well-deserved break. That's why this summer we are focusing even more on affordability, quality, flexibility, and top-notch service."
Affordability and Quality: Lowest Price Guarantee
With the new "Lowest Price Guarantee," the holiday provider aims to assure customers of the best price-to-quality ratio for its offerings. Sunweb does not position itself as a budget travel company, but prioritizes providing the best deals, emphasizing value for money. The goal is to keep holidays affordable and accessible without compromising on quality or variety.
This approach responds to consumer needs. Dutch travelers still value taking vacations but are becoming more price-conscious and making different budget decisions. Sunweb has observed that 35% of Dutch travelers are opting for shorter winter sports trips this season and that customers are increasingly taking advantage of promotions such as Black Friday and early booking deals. With the Lowest Price Guarantee, Sunweb ensures customers get the best vacation for their budget.
Always Available and Present
For years, Sunweb Group has noticed that customers prefer digital communication channels. However, Sunweb staff will continue to be physically present at destinations for airport greetings and emergency situations. This setup means improved self-service options for customers, 24/7 access to digital guides, and on-the-ground support if needed.
The Sunweb app is where this digital service focus is most apparent. Travelers can use the app to book or modify vacations. During their trip, they can contact guides, book extras such as excursions, car rentals, or ski lessons, and access all vouchers for hotels and partners. The app serves as a central hub where users can customize and adjust their vacations flexibly and conveniently.
Flexible Offerings
To meet customer needs flexibly and offer the best vacations at competitive prices throughout the season, Sunweb Group is expanding its dynamic offerings. Through strategic partnerships with airlines and accommodation providers, Sunweb Group continues to provide affordable and relevant options. The company’s strategy focuses on a select number of destinations, making Sunweb a stronger partner in those areas, which results in better prices and higher service quality for customers.
The growth in flights departing from airports outside the Netherlands also underscores the demand for flexibility and affordability. While only 6% of Dutch travelers flew from foreign airports before the pandemic, this number has risen to 25% by 2024. Sunweb Group expects this trend to continue.
“That said, most flights still depart from Dutch airports,” De Schepper clarifies. "Our long-standing partnership with Transavia remains intact. At the same time, we support Transavia regarding the proposed nighttime closure of Schiphol Airport. In addition to the flight tax, eliminating night flights and the resulting higher costs will directly impact Dutch travelers' wallets. We urge stakeholders to seek alternative solutions that protect the affordability and accessibility of vacations."
2024 as the Best Season, Optimistic for 2025
De Schepper is optimistic about 2025. "Our winter sports season is already showing growth compared to the same period last year, and the previous season broke the record from the year before. Additionally, 2024 was the best year ever for Eliza was Here. While early booking traditionally starts in mid-December, we saw bookings for the summer of 2025 coming in as early as November. This reassures us that, with the right offerings at the right prices, Dutch consumers still want to enjoy a well-deserved, worry-free vacation.”
