Deutsche Bahn (DB) is intensifying its efforts to attract customers in long-distance travel this summer through targeted price promotions and the use of artificial intelligence. Special prices for selected routes and target groups are a key focus in order to increase capacity utilization and attract new passengers. Stefanie Berk, Head of Marketing and Sales at DB, emphasized that the offers are specifically aimed at different customer groups, such as young people, seniors, and commuters.
Many of the new fares are being introduced on a trial basis and are often tied to specific times of day or travel days. The goal is to determine which promotions actually attract new passengers. A particular focus is on short-haul routes, where, for example, the price between Lübeck and Hamburg can be reduced to around five euros with a Bahncard starting June 15, which could make an ICE ticket cheaper than parking in the city. Another innovation concerns the flex price, which is now differentiated: Those who book early pay less – a principle that the railway is adopting from the aviation industry. The saver fares can now also be booked one year in advance, instead of just six months as before.
Pricing is based on an automated system based on algorithms and artificial intelligence. This system takes historical data, capacity utilization, days of the week, times of day, and holidays into account. Berk explained that without automation, processing the billions of price variants required due to the numerous train stops would no longer be manageable. Initial successes are already apparent: A March campaign with the Super Sparpreis Young for under-27s led to an increase in revenue and around 50 percent more ticket sales among this target group. Promotions with discounted Bahncards also increased rail usage. While the Deutschlandticket puts pressure on Deutsche Bahn on short journeys, it has also brought many new customers to the rail system.
Internationally, Deutsche Bahn is striving to simplify cross-border bookings. The new technical standard, the Open Sales and Distribution Model (OSDM), is already being tested with ÖBB and SBB. By the end of 2026, all neighboring countries are to be connected, making more saver fares available internationally, where previously only expensive flex fares often existed. Deutsche Bahn is relying on cooperation, primarily with ÖBB, for its night train services. While ÖBB invests in rolling stock, DB handles sales, infrastructure, and organization in Germany. Berk also called on politicians to create the same conditions across Europe as in air travel through uniform regulation and financial support, in order to enable sustainable growth in cross-border rail traffic.
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