Germans’ lust for travel unabated – latest survey by ADAC Reisemonitor with positive forecast for 2010
Despite the ongoing economic and financial crisis and the threat of rising unemployment Germans refuse to let anyone spoil their holidays. According to the latest representative survey by the ADAC, 70.6 per cent of the population are firmly intent on booking a lengthy holiday trip next year. 58.5 per cent of the members polled are even planning to go on holiday in the second half of 2009 or to undertake an additional trip.
According to the survey travel behaviour is heavily influenced by individual economics. Thus only 28 per cent of Germans who in their own words are “doing badly or very badly” have made a decision to travel. By contrast, 48.5 per cent of those who say they are “doing well or very well” are going on holiday. Dr. Martin Buck, Director, ITB Berlin: “As the desire to travel is strongly influenced by individual economics, the tourism industry benefits first and foremost from the optimism of the German people, who consider themselves to be faring considerably better than the economy overall.”
Among the other main findings is a preference for one longer trip over several shorter ones. Thus according to the survey by ADAC Reisemonitor the number of Germans planning a longer trip next year is on the rise again. Compared with 2008, nearly one per cent more of those polled intend to go on holiday for three weeks or longer. By contrast, multiple holiday trips are continuing to decline.
The recession has a marked effect on spending behaviour once people are on holiday. Faced with economic insecurity Germans are reallocating their travel budget and cutting additional costs. “Those aiming to travel now or who are making a decision to travel in the coming months will without doubt benefit from the effects of the recession“, said Dr. Buck. “Favourable exchange rates and tour operators and hotels with large discounts can significantly cut holiday costs.“
According to the survey 46.1 per cent of the respondents are aiming to spend less while on their next holiday, a 4.3 per cent drop compared with last year. Travel destinations are also selected with a conscious view to saving money. Thus 37.9 per cent (an increase of 2.8 per cent) intend to choose a cheap holiday destination. Prices are becoming increasingly important in the long-haul sector. Compared with last year, an additional 6.3 per cent of those polled are waiting for organisers to offer discounts. Dr. Martin Buck: “The recession is firmly embedded in Germans’ minds, so they spend their money much more cautiously on their travels. Organisers offering good service and value for money are those with whom holidaymakers will be mainly spending their money.“ In July 2009 the ADAC polled approximately 4,000 of its members to find out their holiday intentions for the coming months and 2010.
About ITB Berlin and the ITB Berlin Convention
ITB Berlin 2010 will take place from Wednesday, 10 to Sunday, 14 March. ITB Berlin will be open to trade visitors only from Wednesday to Friday. Parallel with the trade fair, the ITB Berlin Convention will be held from Wednesday to Saturday, 10 to 13 March 2010. Full details of the programme can be found at www.itb-kongress.com. ITB Berlin is the world’s leading travel trade show. In 2009 a total of 11,098 companies from 187 countries exhibited their products and services to 178,971 visitors, who included 110,857 trade visitors.
