Stay ahead of the curve with Mintel’s Germany Sustainability in Travel Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest market trends and consumer behaviours affecting your industry. Get a 360° view of sustainable travel in Germany including sustainable development in Germany and forecasted growth to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- A detailed outlook on the sustainability market in Germany, including expert insights and market drivers.
- The short-, medium- and long-term impact of inflation on the holiday market and sustainability in travel and tourism.
- Past and future holiday destinations and holiday types.
- Interest and participation in sustainable holiday activities and sustainability issues travel brands should prioritise.
- Consumer behaviour towards sustainability in the travel industry and how brands can bridge the ‘say-do gap’.
- How your business can tap into opportunities to help sustainability in Germany grow, specifically in the travel industry.
Overview of the Sustainability Market in Germany
Soaring prices cause consumers to change their spending behaviour, and holiday planning is one of the areas most impacted by such changes.
With the vast majority of travellers saying that cost has the biggest impact on their holiday planning, sustainability and sustainable holiday activities are taking a back seat as they are often linked to higher prices.
Sustainability in Tourism in Germany: What Consumers Want and Why
- Sustainable Tourism in Germany & the High Cost of Living: In the current economic situation, consumers prioritise cost over sustainability with 72% saying that prices have the biggest impact on their holiday planning. Once Germans feel financially more confident again, sustainable travel in Germany will gain momentum. Meanwhile, domestic holiday brands can position themselves as a cheaper and more eco-friendly alternative to international brands.
- Sustainability in the Travel Industry: A lack of transparency is threatening the sustainability market in Germany with 62% of Germans thinking that travel companies are guilty of greenwashing. To increase visibility of sustainability in travel and to gain customers’ trust, brands need to communicate transparently, be honest about the climate footprints of their travel offers, and make emissions measurable. With transparency, they can also help younger generations book sustainable long-distance holidays to increase the number of sustainable travellers, while simultaneously generating sales.
What’s Next for the Sustainability Market in Germany?
- To secure sustainable development in Germany long-term, responsibility needs to shift from consumers to brands through government regulations. As Mintel expects the sustainability market in Germany to grow long-term, technical development will be indispensable to transform the tourism industry towards sustainability.
To learn how to connect with your audience, purchase our Germany Sustainability in Travel Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Products and Brands Discussed in this Report
Brands: EDEKA Reisen, Wikinger Reisen, Fairweg, ASI Reisen, Six Senses, Deutsche Bahn, TUI, MSC Cruises, Stadtradeln, Urlaubspiraten, Faircation, Booking, Lufthansa, Atlantic Hotels, Green Pearls, United Against Food Waste, WingsCoin, Studiosus, AIDA, Mein Schiff, bookitgreen, ReNatour, Google, and more.
Products: Beach/seaside holiday, city break, rural/countryside holiday, hiking holiday, camping/caravan holiday, cycling holiday, cruises, skiing holiday, luxury holiday, and more.
Expert Insights on Sustainability in Travel and Tourism
This report, written by Silvia Hondt, Research Analyst, delivers in-depth commentary and analysis to highlight the sustainable development in Germany and industry trends and add expert context to the numbers.
Consumers need support in becoming sustainable travellers. To increase participation in sustainable travel activities, brands need to educate on holistic sustainable travel with transparent criteria and simple booking tools.
Silvia Hondt
Research Analyst – Travel & Leisure
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Mintel predicts
- Opportunities
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MARKET DRIVERS
- The German economy
- Graph 1: key economic data, in real terms, 2019-24
- The impact of the economy on sustainability in travel
- Sustainability in the travel industry
- Germans’ behaviours towards sustainability
- Graph 2: “I prefer to book my holidays with travel companies that look to protect the environment than with those that don’t”, 2021 vs 2022
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WHAT CONSUMERS WANT AND WHY
- Past and future holiday destinations
- Graph 3: future holiday destinations in the next three years, 2023
- Past and future holiday types
- Graph 4: taken and planned holiday types, 2023
- Sustainable travel activities
- Graph 5: sustainable activities before/while on holiday, 2023
- Graph 6: participation in sustainable travel activities, by generation, 2023
- Ethical travel priorities
- Graph 7: sustainability issues travel brands should prioritise, 2023
- Behaviours towards sustainability in travel
- Graph 8: behaviours towards sustainability in travel, 2023
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LAUNCH ACTIVITY AND INNOVATION
- Advertising and marketing activity
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MARKET SHARE
- Graph 9: volume market share of domestic and international trips taken by Germans*, 2019-22
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MARKET SIZE, SEgmentation AND FORECAST
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
- Appendix – market size and central forecast methodology
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