2022
9
Germany Holiday Planning and Booking Market Report 2022
2022-10-17T17:47:04+01:00
REP2A1B1EBD_8218_4FAB_923B_1B61FE0839F7
2195
156561
[{"name":"Holiday Booking","url":"https:\/\/store.mintel.com\/industries\/holidays-travel\/holiday-booking"}]
Report
en_GB
Financial uncertainty largely elicits bookings at short notice. Travel brands can entice early bookings via flexible booking options and promote cheaper alternatives to travel (eg camping). Silvia Hondt, Research…

Germany Holiday Planning and Booking Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Holiday Planning and Booking Market Report 2022 identifies consumers’ attitudes towards international and domestic holidays, sustainable travel/tourism, and the impact of COVID-19 and inflation on the holiday market. This report covers the Germany Holiday Trip Organising market size, market forecast, market segmentation and industry trends for the Germany Holiday Booking Market.

Click here to view the German version of our Germany Holiday Planning & Booking Market Report 2022.

Current Market Landscape

After the major setback following the COVID-19 outbreak, pent-up demand for travel led to an uptake in bookings. However, the Germany holiday travel market’s recovery is challenged by the current economic situation. Aside from labour shortages and rising prices, inflation is putting consumers’ budgets under pressure, affecting Germany holiday booking behavior and limiting volume growth.

Way over half of all Germans consider the environmental impact in their decision making at least sometimes, but only a small number of travellers prefer to book with tour operators that look to protect the environment. To address this ‘say-do gap’, travel brands should provide information about the environmental impact of holidays to help consumers make sustainability-driven decisions.

German Holiday Travel Market Share and Key Industry Trends

The growing number of financially unhealthy Germans, caused by inflation, is threatening the travel sector. Roughly half of Germans rate cost as one of the top three factors for holiday planning, promoting cheaper holidays – for example short camping trips as an alternative to hotels – is a chance for brands to keep financially tight consumers engaged.

Assuming that the financial burden on households will remain high in the coming years, low-income consumers are likely to adjust their holiday trip organising, and are likely to focus on their main holiday, resulting in a slower recovery for volume than value and short-term bookings.

  • 87% of Germans consider the environmental impact in their decision making at least sometimes.
  • 36% of travellers prefer to book with tour operators that look to protect the environment.
  • 51% of Germans rate cost as one of the top three factors for holiday planning.
  • 80% of German consumers agree that the flexibility of being able to cancel or reschedule booked holidays has become more important to them since the COVID-19 outbreak.

Future Trends in the Germany Holiday Booking Market

Our Germany tourism market research has shown that once the financial situation has stabilised, growth will rebound to pre-pandemic levels. While international travel is set to grow again, domestic tourism is likely to suffer. However, domestic tourism can capitalize on its pandemic-induced increase in popularity through a stronger focus on sustainability.

Moreover, Germans under 35 seem to be more price resilient compared to consumers aged 35 and older. Operators should address this experience-hungry group as they are more likely to travel in the upcoming months than 35+-year-olds. Travel offers in Europe and sustainable options will highly resonate among them.

Read on to discover more details or take a look at all of our Holidays and Travel Market Research.

Quickly Understand

  • The short-, medium- and long-term impact of inflation on the domestic and international holiday market.
  • Holiday intentions, future holiday destinations, holiday types and duration of holiday.
  • Booking method and most important factors for holiday planning.
  • Impact of COVID-19 and inflation as well as sustainability on holiday booking behavior.
  • Launch activity and marketing strategies for travel brands.
  • Market shares covering most popular domestic and international destinations.
  • Market size covering consumer spend and number of trips.

Covered in this Report

Brands: Young Travel, Condor, bookitgreen, Deutsche Bahn, Lufthansa, atmosfair, Get Your Guide, TUI, Sleeperoo, Harzdrenalin, ÖBB nightjet, GreenCityTrip, YouTube, Instagram, RUF Jugendreisen, TikTok, Snapchat, Twitch, and many more.

Expert Analysis from a Specialist in the Field

This report, written by Silvia Hondt, a leading analyst in the Travel and Leisure sector, delivers in-depth commentary and analysis to highlight current trends in the German holiday booking market, and adds expert context to the numbers.

Financial uncertainty largely elicits bookings at short notice. Travel brands can entice early bookings via flexible booking options and promote cheaper alternatives to travel, for example, camping.

Silvia Hondt
Silvia Hondt
Travel & Leisure Research Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • Market context
    • Mintel predicts
    • Opportunities
  2. MARKET DRIVERS

    • The German economy
    • Graph 1: key economic data, in real terms, 2019-23
    • The impact of the economy on the holiday market
    • Graph 2: household and lifestyle issues faced in the last two months, 2022
    • Graph 3: expected changes in behaviour due to rising prices, 2022
    • Sustainability
    • Localism
    • Experience economy
    • Hybrid Working
  3. WHAT CONSUMERS WANT AND WHY

    • Holiday Planning and Destination
    • Graph 4: main holiday destination in the next 12 months, by generation, 2022
    • Graph 5: main holiday destination in the next 12 months, NET, 2022
    • Graph 6: social media platforms used at least once a week, by generation, 2021
    • Type of Holiday
    • Graph 7: main holiday type taken in the past 12 months, 2020
    • Graph 8: main holiday type in the next 12 months, 2022
    • Duration of stay
    • Graph 9: main holiday duration in the next 12 months, 2022
    • Holiday booking method
    • Graph 10: booking method for the main holiday in the next 12 months, 2022
    • Factors for holiday planning
    • Graph 11: important factors for holiday planning, by destination as a factor for holiday planning, 2022
    • Behaviours towards holiday planning and booking
    • Graph 12: behaviours towards holiday planning and booking, 2022
  4. LAUNCH ACTIVITY AND INNOVATION

    • Advertising and marketing activity
  5. Market share

    • Graph 13: most popular holiday destinations abroad, by volume share of longer trips, 2019-21*
    • Graph 14: most popular domestic holiday destinations, by volume share of longer trips, 2019-21
  6. MARKET SIZE, SEgmentation AND FORECAST

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

Click to show report
Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch