Prioritizing German language over sustainability concerns
The Hamburg Foundation for Future Issues recently conducted a survey on German travel habits, revealing significant changes in the way Germans plan and choose their holidays. The weekly MOPO, a popular German publication, has covered these findings extensively.
The survey shows that social media plays a major role in travel decisions, particularly for younger travelers like Gen Z and Millennials. About 47% of younger Americans have their travel influenced by social media, suggesting a similar trend likely applies in Germany given its high social media usage. Germans actively use platforms like Instagram and TikTok where travel content is popular, affecting destination choices and travel timing.
While exact German data on food preferences during travel is limited in the results, the global rise of climate-conscious and "maximalist" travelers, alongside trends like "coolcations," suggests a growing demand for sustainable, health-conscious, and vegetarian/vegan options in travel offerings. Sustainable gastronomy, including plant-based foods, increasingly influences destination appeal and accommodation choices, aligning with environmental awareness trends prominent in Germany.
Interestingly, vegetarian/vegan food availability is becoming an important factor in choosing travel options. About 5% of surveyed German holidaymakers consider vegetarian and vegan food offerings when choosing a travel destination. This trend reflects broader sustainability concerns among Germans, with 17% of respondents considering sustainability more important than price when choosing a travel destination.
The more experienced travelers (older than 30) act independently and self-confidently, even digitally, according to the survey. People aged 65 and over most frequently plan holidays without the help of travel agencies and package deals. This finding contradicts common stereotypes about travel decisions.
The survey did not provide information on the number of respondents or the geographical distribution of the data. However, the results highlight the growing influence of social media and sustainable food choices on German travel decisions.
Travel providers are advised to offer flexible modular systems instead of rigid complete packages, according to the survey results. This shift towards customization and flexibility caters to the increasing desire for individual freedom of choice in travel among German holidaymakers.
In addition to its travel coverage, the weekly MOPO provides daily tips for going out, features articles about local events, and includes a large puzzle supplement for daily puzzle fun. The publication also dedicates 20 pages to sports coverage, including shoes used by HSV professionals and a large poster of St. Pauli's team.
A separate article in MOPO focuses on Hamburg's Gen Z and their travel habits. This generation is increasingly using digital aids to compare offers, independently combining flights and accommodation, and showing a surprising proximity to standardized travel offers, according to the survey.
The weekly MOPO also featured an article about Ronan Keating's visit to the city park, and a topic about a racist video shared in Hamburg and the judge's clear words.
[1] https://www.statista.com/statistics/272014/number-of-active-social-media-users-in-germany/ [2] https://www.forbes.com/sites/forbesagencycouncil/2019/04/11/the-rise-of-maximalist-travelers-and-why-it-matters-to-brands/?sh=58b445283254 [3] https://www.dw.com/en/germanys-tourism-boom-is-it-sustainable/a-56462540 [4] https://www.statista.com/statistics/1115725/instagram-users-in-germany/ [5] https://www.statista.com/statistics/1081865/tiktok-users-in-germany/
- Given the significant influence of social media on travel decisions, particularly for younger travelers, travel providers could capitalize on this trend by increasing their social media presence and promoting travel content to attract potential German travelers.
- With the growing demand for sustainable, health-conscious, and vegetarian/vegan options in travel offerings, travel providers may want to consider incorporating plant-based gastronomy as well as climate-conscious practices to cater to the evolving preferences of German holidaymakers.
