Germany Outbound - August 2011
The German outbound traveller is generally well-educated and sophisticated, with discerning travel tastes. There are many competing destinations that interest them and a diverse range of destinations are visited each year. Short- and medium-haul destinations draw in the majority of Germans. They swarm towards warm climates in pursuit of the relaxing beach holiday. Destinations such as Spain, Turkey and Egypt are among the most desirable locations for this type of leisure break. Organised package deals are also common when travelling for leisure purposes. Germans enjoy the outdoors and will holiday close to home in the Alps during the summertime. Austria, Italy and Switzerland draw in large numbers of Germans seeking outdoor pursuits.
Long-haul markets have become much more attractive to German travellers in recent years. Improved transportation links have made international destinations more accessible alongside more competitive airfares and frequency of flights. The US and some parts of Asia are attracting greater numbers of Germans who are willing to travel further for the annual holiday, underpinned by favourable exchange rates.
The Internet is playing a vital role for Germans when planning and booking leisure travel. Germany has one of the most advanced Web economies in Europe, but it is also home to a large network of travel agencies that are still frequently used. Multichannel purchasing behaviour is becoming more important for consumers, combining Web research with booking at a travel agency. Revenues at German travel agencies have increased in line with this trend.
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