April 11, 2025, 9:06 am | Read time: 6 minutes
From budget airline to love brand? Eurowings aims to be not just affordable but also comfortable–and in doing so, distinguish itself from competitors like Ryanair and EasyJet in the long run. But how exactly will this be achieved? What innovations are planned to enhance the travel experience? And how does Eurowings plan to prove itself as a tour operator? TRAVELBOOK spoke with Jens Bischof, who has been CEO of Eurowings for five years, about new strategies, future goals, and personal anecdotes.
Overview
Eurowings Now Also a Tour Operator
Mr. Bischof, with Eurowings Holidays GmbH, you have been active as a tour operator since April 1. Why this step?
Jens Bischof, CEO of Eurowings: “We used the pandemic, after some difficult years, to restructure ourselves on one hand, but also to reposition the Eurowings brand. This involved a whole series of measures, including the move to a more tourism-focused airline and a clear distinction from low-cost competitors like Ryanair & Co. This transformation has paid off: 2023 and 2024 were two record years for Eurowings.”
And then you thought: Now we’ll become a tour operator!
“We asked ourselves: Can we offer something that makes us particularly attractive to more than 20 million customers by providing an appealing vacation package all in one place, rather than sending them to other travel platforms like Booking.com? The answer is Eurowings Holidays.”
But there are already enough tour operators. Does Eurowings even have a chance?
“Why should we send our customers to other travel platforms like Booking.com when we can offer an attractive vacation package all in one place? We only need to convince a few percent of our more than 20 million customers to book their vacation with Eurowings Holidays. This creates a significant leverage. We simply ask them–before, during, or after booking–whether they are just looking for a flight or a complete vacation package. We can offer very attractive vacation packages, including flexible options like cancellations up to 14 days before departure. Few tour operators are this flexible.”
Fleet Renewal at Eurowings
Now a fleet renewal is also underway. Starting in 2027, you will receive 60 Boeing 737 MAX 8 aircraft, with another 60 potentially to follow. Why choose a plane that has recently been involved in several incidents?
Jens Bischof, CEO of Eurowings: “The Boeing 737 MAX has been in use very reliably and successfully for a long time. The aircraft’s performance data is outstanding: The 737-8 MAX is significantly more efficient, much quieter, and can fly longer distances than its predecessor models. It can fly 1,000 kilometers farther than, for example, an A320neo. This is particularly relevant for our longer non-stop routes, such as to Dubai or Abu Dhabi. Additionally, Boeing was able to promise us the new aircraft much earlier. That’s why we feel very comfortable with the decision.”
Those are the economic reasons. Did safety factors play no role?
“More than 1,600 Boeing 737 MAX aircraft fly day and night across the globe, and the production of this aircraft type is currently considered the most reliable. We will also have our own Lufthansa Group engineers on-site to closely monitor and oversee the production process. That’s another reason we feel very comfortable with the decision.”
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Flights With One Pilot and Ticket Price Developments
Cost savings could also come from flights with only one pilot. The EASA wants to have at least examined the possibility by 2027. What is your stance on this?
“Let’s please continue flying with two pilots. Even if the technological development of onboard systems could eventually reach a point where an aircraft could be flown by one pilot, having two highly trained pilots in the cockpit provides a strong sense of security. I will certainly feel more comfortable knowing there are two well-trained pilots in the cockpit for many years to come.”
Two years ago, you predicted rising ticket prices and were right. What is your forecast for the coming years, especially in Europe?
“Aviation tax, CO₂ levies, aviation security fees: Ticket prices are likely to continue rising if this cost avalanche persists. At present, I see more of a risk that flying will become affordable for fewer and fewer people, which I believe is a worrying development. Cross-border mobility, the understanding and networking of people, cultures, and economic areas are extremely important for a democracy. We should not put them at risk.”
Behavior on the Plane and Personal Travel Destinations
You mentioned the topic of consideration, which you also wished for in our last conversation regarding behavior on the plane. Do you think it has improved?
“Some of the courtesy we showed during the pandemic has indeed been lost. You don’t have to stand up row by row as if we’re in the military after landing, but you shouldn’t step on your neighbor’s feet either. There’s no need for loudspeaker-assisted phone calls in front of dozens of passengers, nor a race to be the first to grab luggage from the overhead compartment.”
At least the rush doesn’t speed up the opening of the cabin door, and it somewhat diminishes the travel experience. That’s very important to you.
“The hustle doesn’t speed up the opening of the cabin door, and it somewhat diminishes the travel experience. At Eurowings, we make a point to engage all the senses of our passengers. It starts with sight and sound (friendly staff, informative cabin announcements) and also includes what I, as a passenger, can feel on board. This could be pleasant music, a nice scent on board, or a really good coffee in the morning. You’ll be hearing more from us on this in the future.”
One final question: What is your surprise destination for 2025? It can be outside the Eurowings network.
“I regularly try to explore places that aren’t necessarily on the top ten list of travel guides. I’m particularly fascinated by the Azores, and I’d love to visit there again. Otherwise, I’m a big fan of Iceland. My next trip there will be to explore the entire island. I’m also keen on sailing through the islands of southern Patagonia on the Chilean side with a catamaran.”