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1、Experts in what consumers want and whyDomestic Tourism GermanyIn times of squeezed incomes,domestic tourism brands can position themselves as the smart and cheaper choice(eg cheaper departure and arrival by train)compared to travelling abroad.Key issues covered in this ReportConsumers participation

2、in domestic holidays,favourite domestic destinations and types of holidays.Launch activity and marketing strategies for domestic travel brands.Future interest in domestic destinations and frequency of future domestic holidays.Market size covering consumer spend on domestic tourism and number of dome

3、stic trips taken by Germans.Factors making domestic tourism more appealing.The short-,medium-and long-term impact of inflation on the domestic tourism market.Behaviours of domestic travellers regarding high cost of living,sustainability and health tourism.2OverviewIn 2023,inflation rates are expecte

4、d to remain high(7%).While prices for consumers rise,real wages fall behind,meaning that peoples spending power is being slowly eroded,inducing financial concerns.At the same time,prices for holidays are rising as operational cost of hotels,restaurants or tourist attractions increases.This leads to

5、41%of Germans considering not to take a holiday in 2023.However,at 21%*,holidays are among the top three categories Germans would still spend on even if they need to cut overall spending.As Germans need to think more carefully about how to spend their money in tough economic times,this presents a ch

6、ance for domestic brands to position themselves as the smart and cheaper choice compared to travelling abroad.It is slightly promising news for domestic tourism brands that 50%of domestic travellers think that holidays in Germany offer more value for money than holidays abroad.Domestic regions shoul

7、d,for example,promote cheaper arrival and departure by train more strongly.Promoting train journeys also pays off in terms of sustainability,which is one major growth opportunity in the mid-term.As 76%of German consumers*say they try to act in a way that is not harmful to the environment,brands shou

8、ld promote domestic holidays as a chance to limit the carbon footprint without compromising on experiences.3The five-year outlook for domestic tourismThe below table provides an overview of how we expect the domestic tourism category to perform over the coming five years.It draws on Mintel Germanys

9、expertise in the market,our market forecast,and our understanding of the key trends that are driving consumer behaviour.Source:Mintel,January 20234Market context5High cost of living forces Germans to cut on non-essential spendingFor 2023,the Ministry expects inflation rates to remain high(7%)by rece

10、nt standards.While high inflation causes rising prices for consumers,real wages fall behind albeit still growing,growth occurs at a much slower pace.This means that peoples spending power is being slowly eroded,inducing financial concerns.While 59%of consumers described their finances as healthy or

11、ok,financial confidence for the coming year remained at a low 16%in December 2022(vs 26%in March).Strong price increases paired with increases in consumption in the first half of 2022(caused by the ease of COVID-19 restrictions)mean that lockdown savings are now back to the pre-crisis level,leaving

12、little room for extra spend.While Germans spending power is eroded,holiday prices are rising.This leads to 41%of Germans considering not to take a holiday in 2023.6Time out in times of crisis through experiencesBase:1,000 internet users aged 16+Source:Kantar Profiles/Mintel,August 2022Importance of

13、experiences64%of German consumers think that experiences are more important than material possessionsThe rising cost of living means that Germans need to cut on their overall spending.However,Mintels Trend Driver Experiences highlights how consumers seek and discover stimulation through experiences.

14、This is reflected in the high importance of experiences compared to material possessions for Germans.While 21%of German consumers would spend money on holidays even if their financial situation meant that they had to cut on overall spending*,only 8%of consumers would spend money on fashion,for examp

15、le.This indicates that Germans are searching for experiences,like holidays,to lighten them up in tough economic times.Therefore,promoting domestic holidays as an escape from everyday life that can easily be reached as destinations are close to consumers homes(compared to travelling abroad)can keep e

16、xperience-hungry consumers engaged.7Growing awareness for sustainability will be more present while holidayingWhile sustainable development is one of the key issues in the National Tourism Strategy,the tourism industry is being forced to make a visible contribution to reducing emissions.This is not

17、only necessary to achieve the goals of the Climate Protection Plan 2050 but will also resonate with the environmentally conscious consumers.76%of German consumers*say that they try to act in a way that is not harmful to the environment.As many consumers travel within Germany to limit their carbon fo

18、otprint,destinations should demonstrate that they assume responsibility for instance,through developing strategies tailored to regional circumstances(eg coast vs inland),like Niedersachsen is doing.Marketers can derive inspiration from Wikinger Reisen promoting its travel offers with many facts abou

19、t sustainable travel,reinforcing consumers perception that they are not harming the environment.8Opportunities9Time out in times of crisis through experiencesBase:1,104 internet users aged 16+who dont plan to go on holiday in Germany in the next 12 months or who went on holiday in Germany in the las

20、t 12 months and plan to take fewer holidays in Germany in the next 12 months Source:Kantar Profiles/Mintel,November 2022Cost as the major factor for travelling less57%of Germans who plan to take no/less holidays in Germany in the 12 months following Nov 2022 do so to save moneyAs inflation and high

21、cost of living force Germans to cut on spending,fewer consumers are planning to take domestic holidays in the 12 months following Nov 2022 compared to the year before.While saving money is the major factor for travelling less in Germany,60%of domestic travellers agree that the rising cost of living

22、has made them more interested in cheaper holiday options in Germany.As budget-conscious consumers are on the look-out for cheaper alternatives,this presents a chance for domestic brands to target them with smart solutions around the topic of price.Marketers can,for example,focus on packaged trips th

23、at help consumers to control their budget.Hamburg tourism,for instance,promotes packages including accommodation,train journey and activities(eg musicals).Tour operators can leverage the current camping trend and promote camping as a cheaper alternative to hotels.10Promote travelling across regionsG

24、ermans who travel domestically tend to travel within the region they are living in.For instance,44%of those living in Bavaria travelled within Bavaria in the 12 months to November 2022(vs 3%of those living in the North).To broaden the target group,destination marketers are poised to target consumers

25、 who live in a different region by demonstrating why it is worth travelling longer distances for domestic holidays.This could likely be achieved through a focus on cultural differences that consumers cant experience at home,for instance.Other regions can derive inspiration from Bavaria.With the camp

26、aign Bavaria in borderless cultural exchange,Bavaria shows how they are culturally different to other regions.They present traditional costume and the traditional music(yodeling),for example,but also emphasise how tradition meets modern age(eg alp with Bavarian vegetarian food).11Rebrand wellness ho

27、lidays to broaden the target groupWhile Mintel Trend Total Wellbeing highlights that consumers are willing to invest in personal health,only 12%of domestic travellers took a wellness holiday in the 12 months to November 2022.The low number of domestic wellness holiday makers is likely caused by the

28、strong association of wellness with spa treatments in Germany*.But wellness holidays comprise considerably more than just spa treatments(eg fitness activities or healthy eating).Brands are well placed to step into that space and use the opportunity for rebranding by taking on a more holistic view on

29、 wellness.While Gen Z shows the highest interest in spa holidays rebranding can help to broaden the target group of wellness holidays.Improving health,for example,is top of mind among older consumers.A broader scope of wellness could help to promote domestic wellness holidays more strongly among the

30、m.12Show that domestic holidays are more sustainable than holidays abroadWhile the importance of sustainability is growing,47%of domestic tourists travel within Germany to limit the carbon footprint compared to travelling abroad.This indicates that Germans are interested in the overall sustainabilit

31、y of a trip and thus travel within Germany(eg to limit travel distance).Hence,German destinations and tourism brands should use the opportunity to stand out with holistic sustainability concepts to appeal to climate-conscious consumers.Destinations can be inspired by Niedersachsen as the first Germa

32、n federal state that analysed area-wide regional climate impacts and developed tailor-made approaches for the travel destinations in Niedersachsen.Tourism brands can,for example,cooperate with platforms like Greenpearls,which help consumers to rate the sustainability of travel brands with their own

33、sustainability score that includes social and ecological factors.13Meet the Expert Silvia Hondt Research Analyst -Travel&Leisure14 2023 Mintel Group Ltd.All rights reserved.About MintelMintel is the expert in what consumers want and why.As the worlds leading market intelligence agency,our analysis o

34、f consumers,markets,product innovation and competitive landscapes provides a unique perspective on global and local economies.Since 1972,our predictive analytics and expert recommendations have enabled our clients to make better business decisions faster.Our purpose is to help businesses and people grow.