Germany Holiday Planning and Booking Market Report 2020
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German travel brands can mitigate the disruption caused by COVID-19 by harnessing domestic tourism in the short to medium term. Dr. Christina Wessels, Senior Analyst - Household & Leisure…

Germany Holiday Planning and Booking Market Report 2020

£ 2,195 (Excl.Tax)


Providing the most comprehensive and up-to-date information and analysis of the Holiday Planning and Booking – Germany market including the behaviours, preferences and habits of the consumer.

Click here to view our latest market research on Germany Holiday Planning & Booking 2022 (DE version).


Younger Millennials (born 1990-1996) play a key role in the recovery of the travel market as they are most likely to go on holiday in 2020. Since social media plays a dominant role in the life of younger Millennials, travel brands can promote their offers more heavily through social media to reach this key demographic.

Quickly Understand

  • How to increase focus on domestic tourism?
  • How to drive sales with flexible booking options?
  • How to target experience-hungry younger Millennials?
  • How to lead with sector expertise online?
  • How to invest in sustainable travel solutions?
  • How is COVID-19 impacting the Marketing Mix within the sector?

Covered in this report

Brands mentioned: Booking.com, Das Erste, Deutsche Bahn, DERPART, easyMeet, Hariharalaya, Lufthansa, PULS, Tui, etc.

Expert analysis from a specialist in the field

Written by Dr. Christina Wessels, a leading analyst in the Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

“German travel brands can mitigate the disruption caused by COVID-19 by harnessing domestic tourism in the short to medium term.”

Dr. Christina Wessels
Senior Analyst – Leisure

Table of Contents

  1. Executive summary

    • Market context
    • Mintel predicts
    • What consumers want and why
    • Graph 1: attitude towards holiday planning and booking, August 2020
    • Opportunities

    • Graph 2: “In regard to holiday plans, which of the following have you done as a result of the COVID-19/coronavirus outbreak?”, 27 March-6 April 2020
    • Graph 3: “To what extent would you feel comfortable or uncomfortable doing the following activities?” 1 July-15 September 2020
  3. market drivers

    • COVID-19
    • Graph 4: “How worried are you about the risk of being exposed to the coronavirus?” 3 March-15 September 2020
    • Graph 5: “To what extent are you worried about how the outbreak might affect your lifestyle?”, 3 March-15 September 2020
    • The German economy
    • Graph 6: real GDP growth, 2008-20 (est)
    • Graph 7: OECD consumer confidence index, January 2019-August 2020
    • Financial wellbeing
    • Graph 8: going on holiday, by financial wellbeing, August 2020
    • Graph 9: change in financial situation since the start of COVID-19, May 2020-August 2020
    • Sustainability
  4. What consumers want and why

    • Holiday participation
    • Graph 10: holiday participation 12 months prior to March 2020, March 2020
    • Graph 11: holiday participation in 2020 by generation, August 2020
    • Holiday destination
    • Graph 12: holiday destination in 2020, August 2020
    • Graph 13: holiday destination in 2020, August 2020
    • Type of holiday
    • Graph 14: holiday type, August 2020 vs March 2020
    • Graph 15: type of holiday in 2020 (net), by generation, August 2020
    • Holiday booking method
    • Graph 16: holiday booking method, August 2020 vs March 2020
    • Barriers for not going on holiday
    • Graph 17: reasons not to go on a holiday in 2020, August 2020
    • Attitudes towards holiday planning and booking
    • Graph 18: attitude towards holiday planning and booking, August 2020
  5. Launch activity and innovation

    • Sustainability
    • Technology
    • Advertising and marketing activity
  6. market segmentation, size and forecast

    • Forecasting during the COVID-19 pandemic
  7. Appendix

    • A note on COVID-19
    • Appendix – products covered, abbreviations and consumer research methodology
    • Appendix – market size and forecast

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.

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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.

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