Migros, one of Switzerland's largest retailers, has officially announced the sale of the Hotelplan Group, marking the end of an era for the iconic travel firm. The majority of the company will be acquired by the German travel operator Dertour, which is part of the Rewe Group, and Hotelplan's vacation rental subsidiary Interhome will be sold to Hometogo, based in Berlin.
This strategic move by Migros, which employs approximately 2,500 people at Hotelplan Group, aims to refocus on its core supermarket business. The agreement was struck on February 12, 2025, and follows extensive speculation about the future of the once-thriving hotel and travel services provider. Industry experts see this change as significantly impacting the competitive dynamics of the Swiss travel market.
Dertour's acquisition solidifies its position as one of the leading competitors alongside Tui and marks the continuation of Dertour's expansions, having previously absorbed the Kuoni brand, among others.
According to Ingoburster of Dertour Group, "For customers booking through the Hotelplan Group, nothing changes, as all the brands remain bookable as before." This statement reassures existing clients and travel agents about the stability of service offerings, indicating Dertour's commitment to maintaining the existing brand identities.
Under the new ownership, the brands of Hotelplan, including Hotelplan Suisse, Travelhouse, and Migros Holidays, will remain operational, with all current bookings and future travel plans continuing unaffected. Laura Meyer, CEO of Hotelplan Group, expressed enthusiasm about future developments, stating, "We look forward to this new chapter with Dertour Group as new owner." This sentiment reflects optimism about the potential growth and opportunities from the merger.
Interhome, which has made its mark as the second-largest provider of holiday homes and property management in Europe, will also see some promising changes with its acquisition by Hometogo. The purchase agreement indicates Hometogo will pay 150 million Swiss francs for Interhome, with the possibility of additional payments up to 85 million francs over the next four years based on performance. Patrick Andrae, CEO of Hometogo, highlighted the synergies between the two firms, stating, "The connection of Hometogo's innovative solutions with Interhome's excellent holiday home expertise enables even more efficient solutions."
This acquisition is not just about numbers; it's about merging strong capabilities to appeal to changing consumer preferences and increasing profitability. Hometogo intends to maintain Interhome as an independent entity, retaining its unique identity and local service offices.
For Migros, the sale encapsulates a broader strategy to divest non-core business areas and concentrate on their supermarket operations, which have recently faced stiff competition from other retailers like Coop and discounters like Aldi and Lidl. Michel Gruber, Chairman of Hotelplan Group, remarked on the challenges faced by the travel sector, noting, "With Dertour and Hometogo, we have found experienced new owners who will optimally develop the strengths of Hotelplan and Interhome."
Historically, Hotelplan was established by Migros' founder Gottlieb Duttweiler back in 1935 with the aspiration of making travel affordable and accessible. This move signals the end of one of Switzerland's well-known travel brands, which had carved out its niche against increasing competition from online travel services and changing market dynamics.
Despite the uncertainties surrounding job security for many Hotelplan employees, it has been confirmed all will be absorbed by the acquiring companies, allowing for continued employment under new management. According to industry analysts, there may still be questions about the long-term viability of all existing offices, with fears of potential closures arising from the consolidations.
The industry remains watchful, particularly as sales totals were strong for Hotelplan, achieving 1.78 billion Swiss francs last year, with Interhome generating considerable revenues of 389.6 million Swiss francs. Dertour's consolidation hopes to leverage this financial foundation to compete more vigorously with market leaders.
Time will tell how effectively Dertour and Hometogo can weave their new acquisitions together and what this means for the future of travel services available to the Swiss public. For now, customers can expect continuity and stability as the companies move forward under new ownership, promising to uphold service levels and existing booking systems.
The sale of Hotelplan Group reflects significant shifts within the Swiss travel sector, highlighting challenges traditional firms face against online competitors and shaping the future of travel management and holiday provisions across the region.