Most detailed study of the German holiday market released
“Crisis countries” Greece, Egypt and Tunusia were the “losers” last year in regards to the holiday preferences of the Germans, according to the Reiseanalyse study of the German holiday market. The study was presented during this year’s ITB Berlin trade show (6-10 March).
The Reiseanalyse study said that in many holiday destinations popular with Germans, political and economic turmoil took place in 2011 and 2012. “Until now, those had no direct impacts on the overall holiday demand, but in detail holiday destination preferences indeed have shifted,” the study said.
According to the study, looking at the future potentials as well as at the actual demand, the decline in Greece is the most relevant while Egypt and Tunisia are also affected.
But the actual demand of the Germans did increase to some extent in 2012 as data showed that Turkey (rise in expressed interest) and Spain (rise in actual demand) are benefitting most from the current situation.
Key demand figures: Record spending on holidays
The Reiseanalyse study showed that 2012 was another good year for traveling as travel expenditure reached new record highs: spending on holiday trips (5 days and longer) increased by 4 percent compared to 2011 – to more than 63 billion euros.
Positive outlook for 2013
As from the beginning of the year, most people in Germany are already in “holiday mood” the survey said: 55 percent of the population have concrete travel plans, only 12 percent are certain that they will not go on holiday in 2013. Most are planning with the same holiday budget as the year before, 12 percent want to spend even more, 10 percent less than in 2012. All figures are almost on par with the previous year’s level.
Holiday destinations: Well-known favorites
With a market share of 31 percent of all holiday trips, Germany was again the most popular holiday destination for the Germans in 2012. Spain, Italy, Turkey and Austria followed in the ranking.
“Almost two thirds of all annual holiday trips lead to one of these five destinations,” the Reiseanalyse study said.
According to the expressed destination interests in the next three years, the German coast, Scandinavia, Turkey and destinations in Asia will have opportunities for positive developments on the German market. But the interest for many regions is increasing, according to the study.
“This indicates once more the flexibility of the customers – travelers are multi-optional which means that many destinations are able to satisfy their specific holiday needs,” the study showed.
The annual Reiseanalyse study is conducted by the Forschungsgemeinschaft Urlaub und Reisen e.V. (FUR) and is considered to be the most detailed study of the German holiday market. The FUR is an independent association of users of tourism research in Germany and the largest non-commercial organiser and contractor of tourism research.
To read the selected first results of the current Reiseanalyse 2013, press here.