Global Travel Buyer Index Signals Renewed Stability

This piece presents the latest findings from the Global Travel Buyer Index (GTBI) for Q4 2025 and explores what the data means for travel procurement and related sectors.

Q4 2025: Snapshot of current market conditions

The GTBI survey, compiled quarterly by Dr. Fried & Partner in cooperation with ITB Berlin, shows a modest but meaningful improvement in the current purchasing situation for travel products and services at the end of 2025. The index readings reflect both recent buying activity and buyer expectations for the coming six months, making the GTBI a useful early indicator for tour operators, destinations, and service providers.

Key numerical findings

• Purchasing volume (past six months): 54% of respondents reported an increase, 32% no change, 14% a decline.
• Proportion of fixed purchases: 51% reported an increase, 38% unchanged, 12% decreased.
• Contractual expenditure: 62% indicated rises, 33% stable, only 5% down.
• Expectations (next six months): 59% expect increased buying, 36% expect stability, 5% expect declines.

What buyers are signalling and why it matters

The rise in the Future Expectation Index to 90 points suggests that buyers anticipate stronger procurement activity ahead, not just a short-lived uptick. Increased contractual expenditure and a higher share of fixed purchases point to a willingness among buyers to commit to suppliers, which can provide greater revenue certainty for hotels, DMCs, transfer operators, and activity providers.

Who participated and what they buy

The December 2025 GTBI sample included 152 international travel buyers, primarily purchasing accommodation, DMC services, activities and events, and transfers. The main source markets cited by respondents were Europe, Germany and Asia, underlining the continued importance of intra-European and long-haul demand in shaping procurement strategies.

Brief history and role of the GTBI

The GTBI was established as a quarterly, survey-based index by Dr. Fried & Partner in cooperation with ITB Berlin to help the industry monitor short-term shifts in purchasing sentiment and activity. Over recent years it has become a widely referenced barometer for procurement trends across travel segments, serving tour operators, hotels, and destination managers who need early signals to adjust sales, inventory and contracting strategies.

Reaching an overall score of 87 in December 2025 — the highest since February — continues a pattern of gradual stabilisation following volatile travel market conditions earlier in the recovery. The GTBI’s methodology, based on the ITB Buyers Circle, keeps the focus on professional procurement rather than consumer sentiment, giving suppliers clearer foresight about confirmed purchasing flows.

Recent contextual signals

• Stronger contractual expenditure suggests longer-term supplier commitments.
• Growing fixed purchase ratios indicate more secure booking pipelines for suppliers.
• Optimistic future expectations imply potential growth in activities, events and transfers.

Implications for maritime and boating-related industries

Rising procurement and positive expectations in tourism can have a direct influence on marine and yachting sectors. When tour operators and DMCs gain confidence, they often expand packaged experiences that include yacht charters, day-boat excursions, fishing trips and transfer logistics to marinas and beach locations. Operators in such sectors should consider the GTBI trend when planning inventory, staffing and partnerships.

• Charter operators and marinas may see higher demand for booking windows and fixed contracts with agencies.
• Increased contractual spending can support investment in fleet upgrades, safety standards and crew training (captain and crew certifications).
• Destinations known for clear water, beaches and gulf cruising could be prioritized by buyers packaging coastal or island itineraries.
• Suppliers offering combined experiences—land activities plus boating or fishing—can become more competitive in RFPs from buyers.

Practical steps for boat and activity providers

• Offer flexible but commission-friendly packages to tour operators and DMCs.
• Secure selective fixed contracts to stabilize seasonality and cash flow.
• Highlight safety, sustainability and local experiences (e.g., fishing, snorkeling, island hopping) to appeal to buyers focused on responsible tourism.
• Coordinate with marinas and transfer providers to ensure seamless shore-to-boat logistics.

Forecast: cautious optimism with attention to risks

Given the GTBI’s move toward stronger expectations, the near-term outlook for procurement in travel is cautiously optimistic. If global economic and geopolitical conditions remain stable, the increased buying signals could translate into higher sales for experience-based products, including yachting and coastal activities. However, suppliers must remain attentive to price sensitivity, currency fluctuations and evolving health and safety expectations that can quickly alter demand patterns.

Metrics to monitor going forward

• Quarterly shifts in the GTBI indices (Current vs Future).
• Changes in contractual expenditure and proportion of fixed purchases.
• Booking lead times and cancellation trends reported by buyers.

In summary, Q4 2025’s GTBI points to a stabilising procurement environment with stronger buyer confidence and growing commitments. For marine-oriented suppliers—charter operators, marinas, captains and activity providers—this could mean more opportunities to negotiate fixed contracts, expand charter offerings and increase collaboration with tour operators. As tourism buyers’ optimism feeds into tangible bookings, markets for yacht charter, boat hire, beach-based experiences, lake and gulf excursions, and superyacht services may see renewed activity.

GetBoat is always tracking tourism developments that shape boating demand. The GTBI’s positive indicators suggest rising prospects for yacht and boat charter, rent and sale activity across Destinations and marinas; whether you manage a fleet, operate a waterfront experience, or sell superyachts, the improving procurement tone offers potential for increased bookings, captained charters, fishing and water activities. For those seeking to match inventory with buyer demand, the international marketplace GetBoat.com is an effective platform to list yachts, boats and charters to appeal to tour operators and private clients alike.