German Wellness Traveller Consumer Report 2024

Stay ahead of the curve and future-proof your business with Mintel’s Germany The Wellness Traveller Market Report 2024. Our full report is packed with consumer-led market intelligence, German wellness travel industry trends, and consumer behaviours affecting your industry. Get a 360° view of wellness tourism in Germany including the market size, share, and a growth forecast 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 of the German wellness travel industry, including market drivers and expert insights.
• The short-, medium- and long-term impact of inflation on wellness travel in Germany, including changing usage habits and buying intentions.
• Participation and interest in wellness travel in Germany, with a focus on consumer loyalty of avid wellness travellers and consumers’ motivation to go on wellness holidays.
• German consumers’ associations with wellness holidays and how brands can leverage a broader scope of wellness to raise participation.
• Interest in types of wellness holidays and activities on wellness holidays, and how brands can create a holistic wellness experience.
• How your business can tap into opportunities to increase your market share in the German wellness travel industry.

An Overview of Wellness Tourism in Germany

Participation in wellness travel in Germany remains rather low at 32%, peaking among Gen Z and Younger Millennials – half of them participating in wellness holidays. However, the majority of Gen X are interested in wellness tourism, encouraging brands to target them.

While inflation is slowly levelling off, German consumers who are less financially well off need to continue to cut on holidays. Brands can offer less expensive wellness holidays, for example, off-season deals.

German Wellness Travellers: What Consumers Want and Why

• Barriers to Wellness Travel in Germany: Those who are struggling financially associate wellness holidays with being expensive, likely deterring them as they think they can’t afford those trips. 51% of German consumers with tight budgets have not been on a wellness holiday, but would be interested to go. To engage them, brands can show that wellness is not necessarily expensive, for instance, by promoting free-of-charge natural remedies or offering deals.
• German Wellness Travellers: While most German consumers associate wellness holidays with being relaxing and are keen to do spa treatments when on a wellness trip, brands can promote various activities that improve wellness more holistically, for example, through exercising and nutrition. In the long term this will likely broaden the scope of the German wellness travel industry and drive market growth.
• Wellness Tourism in Germany Trends: While spa breaks and beauty treatments are top of mind for 62% potential wellness travellers, brands need to step up their efforts to leverage a more holistic approach to wellness to raise participation. For instance, they can promote a greater variety of activities such as nutrition or exercising activities.

To learn how to connect with your audience, purchase our Germany The Wellness Traveller Market Report 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Brands Discussed in this Report

Fritsch am Berg, Cavallino Bianco, Norwegian Cruise Lines, Urlaubspiraten, KI-Urlaub, Wonderplan, FIT Reisen, Hotel König Ludwig, Little Travel Society, Das Kranzbach, Holzleiten, Barefoot, Ardell, Hotel Luisenhöhe, Lanserhof, Mental Health Crowd, Sea Cloud Cruises, MSC Cruises, Voshövel Landhotel, and many more.

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Expert Insights on Wellness Travel in Germany

This report, written by Silvia Hondt, Research Analyst, delivers in-depth commentary and analysis to highlight German wellness travel industry trends and add expert context to the numbers.

Our wellness travel Germany market research shows that brands can shift to a holistic wellness experience and focus on diverse activities, such as fitness, nutrition, and natural remedies to increase the participation in wellness holidays.

Silvia Hondt
Research Analyst – Travel & Leisure