Özdere, Turkey – Leading tour operator Bentour Reisen has announced ambitious plans for the 2026 season, aiming for 30% growth in guest numbers after closing 2025 with 350,000 travelers and a €250 million turnover.
At a press conference held at the Sunis Efes Royal Palace Resort & Spa in Izmir-Özdere, Chairman Kadir Uğur and CEO Deniz Uğur shared insights into the company’s 2025 performance and strategic goals for 2026.
“Bentour now leads in transfer quality”
CEO Deniz Uğur emphasized the company’s transformation since launching its own incoming agency several years ago.
“Everyone does transfers, but no one does it like Bentour. We’re now rated the best on Trustpilot,” he said, noting that small gestures—like offering passengers water and wet wipes—made a big difference in customer satisfaction.
He added that, unlike most incoming agencies, Bentour’s operation is also profitable, thanks to a dedicated team and efficient cost management.
Selective approach to agency partnerships
Bentour has restructured its long-standing agency meetings, formerly known as “Comedy Night” “We now invite only our Gold and Platinum partners under a new format called Club of the Best. This allows for deeper collaboration and more effective workshops,” said Uğur.
Diversifying beyond Turkey
Deniz Uğur noted that 40% of Bentour’s revenue now comes from non-Turkish destinations, with Egypt emerging as the company’s second-largest market. “Some Turkish hotel brands are investing there too. As a Turkish company, we must be present wherever the market grows,” he said.
Uğur also confirmed a new partnership with TUI, through which Bentour packages are now sold across all TUI stores. “TUI’s focus on quality aligns perfectly with ours. This partnership makes us stronger,” he added.
Focus on sustainable pricing and guest satisfaction
Commenting on all-inclusive concepts, Uğur criticized the “ultra all-inclusive” trend:
“When someone drinks little and another consumes excessively, the former pays for the latter. That’s not sustainable. Guests should pay for what they actually use,” he said.
He emphasized the need to lower prices without compromising quality, adding: “We don’t chase millions of customers. For us, guest satisfaction matters most.”
Incoming agency success and new museum project
Chairman Kadir Uğur explained that Bentour’s own incoming agency, now employing 128 staff, was created to address one of the industry’s biggest pain points—transfer complaints. “We built a modern facility in Antalya with rest, gym, and sauna areas for staff and guests. We’ll also open a Tourism Memory Museum inside the building,” he said.
He added that Bentour’s customer satisfaction rate stands at 99.6%, with only 0.4% of complaints—mostly related to airlines.
Cautious but confident growth
Kadir Uğur stressed that Bentour aims for sustainable rather than aggressive growth. “You can jump from 500,000 to a million guests, but true success is delivering what customers pay for. We focus only on being a great tour operator, not on running hotels or airlines,” he said.
He called on the Turkish Ministry of Culture and Tourism to organize regular national tourism workshops to coordinate strategies across the sector, warning that otherwise “2026 may bring the same challenges as 2025.”
“Turkish tour operators are vital for national tourism”
Uğur also urged hotels to value Turkish tour operators, who he said play a crucial role in sustaining inbound markets. “Foreign operators shift destinations at the first sign of trouble. We don’t. We’re here in good times and bad,” he said, adding that hotels must focus on cost efficiency rather than ever-expanding buffets.
