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What is Eurowings Holidays and what do we do?

How it began ...

Eurowings Holidays (EWH) is Eurowings’ package brand and was established in 2017 as a platform for concealed sales of distressed inventory and generation of commission income from vacation packages.

 

To avoid complexity and risks of an inhouse tour operator, EWH had been operated in cooperation with external partner HLX Touristic GmbH based on a commission agreement. To further increase the vertical relevance of EWH in the vacation package value stream, a strategic roadmap had been defined to push EWH to the next level and scale the business further:

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  • Position EWH above the tour operator longtail (as #8 with 2.500 packages/day) and secure friendly coexistence with the EW Top TO Partners

  • Strengthen EW as key flight supplier for EWH (>70 %), while generally continuing to use partner (XQ, A3, LHG) and OAL (DE) flight content to complement offers.

  • Push own channel (>50 %) to enable independence, maximize margin and lay the foundation for a data-driven offer management (via myEW account)

  • Smart integration of EWH offers in the eurowings.com marketing, search, booking and post-sales funnels to maximize visibility and drive conversion of seat-only to vacation package customers

  • Dedicated EWH Product Management Team at EWD to secure focus and insource key competences.

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... and where we are now

In September 2024, Eurowings Holidays GmbH was founded as 100 % subsidiary of Lufthansa Commercial Holding with operations starting as of 1 April 2025.

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  • Team: Integrating touristic IT landscape and 60 employees from HLX group + roughly 20 employees from EWD

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  • Vision: Operating as an integrated, touristic marketplace run by one strong team leveraging data intelligence and market potential

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  • Mission: Top 7 Tour Operator in Germany by 2029

    • Tix per Day: 2.500

    • Own channel share: 50 %

    • Tour Operator Revenue: 900m EUR

    • EBIT from EWH Business: >30m EUR

       

      ⮕ Why? 

      • Increase margin for Eurowings by upselling to packages, optimizing flight loads & controlling entire touristic value chain

      • Leverage growth opportunities for Eurowings (”asset light”), fueled by EW’s growing touristic footprint and dynamic touristic market

      ⮕ How?

      • Integrate proven system landscape and dedicated, experienced touristic team into EW

      • Establish collaborative set-up between EW entities to deliver best possible outcome to EW customers

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