Holiday plans in GermanyCorona impact survey 09/2020

Key results

Status: 7 October 2020Author: Ulf Sonntag

Background/Method

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♀ ♂

• Ad-hoc survey on holiday and short break travel planning under conditions of the Corona crisis

• 2,000 online interviews

• Representative for the German-speaking population 18-75 years

• Interview period: 7/9 to 22/9

• As part of the corona recovery module of RA 2021

Where we come from …

Basis: holiday trips of 5 days or more of the German-speaking population aged 14 and over in Germany* From 1990 incl. holiday trips of the East German population; ** From 2010 incl. holiday trips of German-speaking foreignersSource: RA 1971-2020

4

0

10

20

30

40

50

60

70

80

1971 '75 '80 '85 '90* '95 2000 '05 '10** '15 2019

71 millionholiday trips (5+ days)

55 millionholiday travellers

73 billion €holiday spending

million

Volume of holiday travel, 1971-2019

40%

31%

17%11%

Certain to travel, destinationalready decided

Certain to travel, destinationnot decided

Unsure if to travel No travel intention

201620182020

Basis: German-speaking population 14+ years in Germany Source: Reiseanalyse 2020 5

Intention to travel, January 2020

“In which of these countries have you spent a holiday during the last three years (that is 2017, 2018 or 2019)?”“Are you almost definitely planning to go on a holiday to one of these countries in the next three years? (2020-2022) And which of these countries would you generally consider as a holiday destination in the next three years?”Basis: German-speaking population 14+ years in Germany; Source: Reiseanalyse 2020

Finland last 3 years

0.8% (0.6 million) of the population in Germany (aged 14+) have been to Finland on holiday or short holiday in the years 2017-2019

Finland next 3 years

9.4% (6.9 million) of the population in Germany (aged 14+) are "almost definitely planning“ or "generally considering" to spend a (short-)holiday in Finland in the years 2020-2022.

Interest for Finland around 10x bigger than experience à space for marketing

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Interest to travel to FINLAND, January 2020

6,8%6,3% 6,1%

6,9%7,4%

8,3% 8,6%9,5%

7,7%

9,4% 9,4%

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

“In which of these countries have you spent a holiday during the last three years (that is 2016, 2017 or 2018)?”“Are you almost definitely planning to go on a holiday to one of these countries in the next three years? (2019-2021) And which of these countries would you generally consider as a holiday destination in the next three years?”Basis: German/German-speaking population 14+ years in Germany; Source: Reiseanalyse 2010-2020

Interest = “almost definitely planning” or “generally considering”

7

Interest to travel to FINLAND, 2010-2020

… and then came Corona

Ability and desire to travel

9

(62%)

(20%)

(18%)

(66%)

(21%)

(14%)

(57%)

(25%)

(19%)

62%

20% 18%

60%

19% 21%

54%

15%31%

58%

18% 24%

Ja/eher Ja Unsicher Nein/eher Nein

Nov. 2019 (for 2020)

Mai 2020 (for the rest of 2020)

Jul. 2020 for the rest of 2020)

Sept. 2020 (for the next 12 months)

Question: What about [...] your holiday plans? Here you can see statements about holiday trips [...].Basis: German-speaking population 18-75 years; source: RA 2021, Corona Recovery Module 09/2020 and previous studies

66%

21% 14%

64%

19% 17%

57%

18% 25%

66%

18% 16%

Yes/forever Yes Uncertain No/always No

57%

25% 19%

48%

23% 29%46%

18%36%

53%

21% 26%

Yes/forever Yes Uncertain No/always No

MONEY

TIME

DESIRE

10

(62%)

(20%)

(18%)

(66%)

(21%)

(14%)

(57%)

(25%)

(19%)

40%

31%

17%

11%

30%

15%

36%

18%

33%

23%

30%

13%

Certain to travel, destinationalready decided

Certain to travel, destinationnot decided

Unsure if to travel No travel intention

January 2020May 2020Sept. 2020

Question: When you think [about the next 12 months], do you have any holiday plans for that time?Basis: German-speaking population 18-75 years of age; source: RA 2021, Corona Recovery Module 09/2020 and previous studies

Holiday plans next 12 months

Planned travel behaviour 2020/2021

55%10%

9%8%7%

6%5%5%4%4%

11%

3%

GermanyAustriaSpain

NetherlandsItaly

DenmarkFranceGreece

SwitzerlandTurkey

long-haul

don't know

2,1%

1,9%

1,3%

Holiday planners: Destination preferences

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Question: If you go on holiday in [...] where will you (most likely) go?Basis: German-speaking population 18-75 years of age, who will probably/probably travel in [...]; Source: RA 2021, Corona Recovery Module 09/2020

45%10%10%

7%6%6%5%5%5%4%

11%

5%

GermanySpain

ItalyAustria

NetherlandsGreeceCroatiaFrance

DenmarkTurkey

long-haul

don't know

Autumn & Winter 2020/2021 Spring & Summer 2021

2,4%

2,6%

1,3%

28%21%

19%18%17%17%

12%11%

9%9%

8%7%

6%

RelaxCity

HikingBeachNatureFamily

VFRWellness

WintersportsExplore

Winter SnowCulture

Don't know

Holiday planners: Holiday form preferences

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Autumn & Winter 2020/2021 Spring & Summer 2021

Question: What kind of holiday trips are you planning to take in [...] (probably) the country?Basis: German-speaking population 18-75 years of age, who will probably/probably travel in [...]; Source: RA 2021, Corona Recovery Module 09/2020

31%27%

18%18%

16%14%

12%10%

8%8%

6%6%

7%

BeachRelax

NatureFamily

CityHiking

VFRExplore

WellnessSightseeing

CultureCamping

Don't know

36%33%

29%29%

26%25%

24%24%23%

18%15%

8%8%8%

Press/NewsGoogle etc.

Auswärtiges AmtRobert-Koch-Institut (RKI)

AccommodationTour operator

Friends/relativesTravel Agency

Review platformsDMO of destination

Other corona data sourcesSocial media

Transport providersElse

Holiday planners: Sources of holiday information

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• Information on “travel offers and the situation at the holiday destination“

• 3.0 Sources (of 13) on average high need for information

• General “neutral” sources of information on the local situation are currently more important than tourism providers and one’s own circle of acquaintances.

Question: Where do you prefer to get information about travel offers and the situation at your holiday destination?Basis: German-speaking population 18-75 years of age, who are certain/most likely to travel in the next 12 months; source: RA 2021, Corona Recovery Module 09/2020

Corona impact on holiday attitudes

72%

68%

61%

53%

That the holiday destinationand accommodation are

hygienically perfect

That the destination countryhas no or only low Corona

infection rates

That I can get home quickly

That I do not have closecontact with strangers Sep 20

Mai 20

Corona requirements and strategies for holiday travel

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Question: Based on the experience of the past few months, which have been marked by the rapid spread of the coronavirus and the measures taken to contain the infection, what will you pay particular attention to when travelling on holiday in future? Basis: German-speaking population 18-75 years; source: RA 2021, Corona Recovery Module 09/2020, FUR/IMT/NIT special survey "Corona crisis" in RA online 5/2020

Requirements Strategies

56%

51%

49%

45%

That I choose a form ofaccommodation in which I don't

get in close touch with otherholidaymakers

That I travel by my own vehicleinstead of using public transport

(flight, bus, train, ship).

That I am familiar with the holidayregion

That I travel with a tour operatorwho takes care of me in

emergenciesSep 20Mai 20

Germany

Neighbouringcountries

Mediterranean

Long distance travel

Mountain holiday

Holiday at the lake

Holiday by the sea

City trip

Holiday interest: Mood changes through Corona

17

26

-11

-26

-31

2

12

0

-6

Travel Agency Booking

Online booking

Tour Operator

Group tour

Cruise at sea

River cruise

-5

6

-4

-20

-16

-13

Car

Aircraft

Railway

Coach

Sustainable holidays

Away from mass tourism

20

-30

-19

-26

15

21

Question: Now we would like to know if and how the Corona crisis has changed your interest in certain aspects of holiday travel. Please tell me by using the following possible answers: (1) I have been interested in this for a long time; (2) I am much more interested in this now than before the Corona crisis; (3) I am much less interested in this now than before the Corona crisis; (4) I have never been interested in this beforeBasis: German-speaking population 18-75 years of age; source: RA 2021, Corona Recovery Module 09/2020 (values = balance answer option 2 MINUS answer option 3 in % points)

59%

52%

52%

51%

45%

39%

39%

35%

Money-back guarantee if the trip cannot becarried out

Generous cancellation conditions, if I wish towithdraw from the trip at short notice

Adequate hygiene measures at the destination

Appropriate hygiene measures in my holidayaccommodation

Guarantee that I will return home in any case (e.g.in case of border closures)

Guarantee that if I fall ill on site, I will be takenhome at no extra cost.

Guarantee that if I fall ill, I will receive medicalcare on site without further costs.

Appropriate hygiene measures on arrival (e.g. inthe airplane/train/bus)

Booking criteria for future holiday trips

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Question: If you book a specific travel offer in the future, which of these aspects will you pay particular attention to?Basis: German-speaking population 18-75 years; source: RA 2021, Corona Recovery Module 09/2020

Final

u The Germans' desire for holiday travel remains on a high level

u They have various travel plans for autumn and winter 2020/21 and spring and summer 2021.

u In general, they want to travel as far as possible in the way they are used to.

u Particularly for the summer of 2021, there is apparently hope for a normalisation of travel options.

u Corona naturally has a strong impact on concrete travel planning: Challenges, but also opportunities, e.g. for more sustainability.

Summary

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Corona challenges for the tourism industry

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uncertainty

flexibility

short-termism

fairness & transparency

higher need for

information

u In print, available soon

u Trends until 2030

u (therein also:) Assessment of the medium/long-term effects of Corona on the holiday travel behaviour

Outlook: RA Trend Study 2030

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) +49 431 88 88 800* info@reiseanalyse.dewww.reiseanalyse.de