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- Germany Travel Trends Report 2024
Germany Travel Trends Report 2024
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93% of financially healthy Germans plan to travel in the 12 months following October 2024. While this declines to 69% of financially struggling Germans, travelling remains a high priority, even among those with small budgets, highlighting that brands can engage travellers across financial situations.
As inflation stabilises, financially healthy travellers are set to increase travel spending, with 43% planning to spend more on holidays in the 12 months following October 2024 compared to the previous year (vs 18% of those struggling). This will drive demand for premium vacations, like holidays outside Europe. However, brands will also need to continue to support less-affluent travellers to take a break in challenging times with affordable wellness options.
Global warming is reshaping tourism as heatwaves, wildfires and floods impact popular destinations. This boosts interest in colder locations and pushes tourism brands to adopt CO2-reducing technologies like e-mobility and Sustainable Aviation Fuel, while promoting eco-friendly options like train travel.
Germans seek diverse travel options, from home swapping to solo trips and workations, which brands can cater to by providing holidays beyond traditional offers. Longer-term, AI can be expected to change holiday planning and booking, calling for brands to stay ahead of AI advancements.
With slowing inflation, Germans are eager to spend on travel. Brands can tap into diverse holiday options like solo trips, workations or unique lodging (eg glamping) to attract a broad audience.
Silvia Hondt, Senior Research Analyst
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