New Research Reveals Insights Into German Travel Habits. Visit Orlando, the offical tourism association for Orlando, launched a new marketing campaign running in Germany February/March 2014. The campaign leveraged insights from a research study, commissioned by Visit Orlando, to explore the travel habits of German travelers ages 25+. Two primary research results found that the majority of German travelers visit Orlando without children and that German travelers would have extended their stay, if they knew more about the breadth of the destination.
“On average, German travelers spend approximately eight nights in Orlando, “said George Aguel, President and CEO of Visit Orlando. “The research, however, shows a strong desire among Germans to see more of what Orlando has to offer.”
More than half of German travelers to Orlando say they would have stayed in the destination five or six days longer if they had known how much there is to do. According to the survey, the biggest regret for German visitors is that, at the end of their trip, there is not enough time left to do everything they would like to do.
Additionally, 74 percent of Germans travel to Orlando without children. Visit Orlando’s new marketing campaign will target adult travelers and take the form of a co-op campaign together with VISIT FLORIDA, Visit St. Petersburg/Clearwater and FTI Touristik. Advertising will run in print and online media, as well as incorporating out-of-home billboard elements in city centres and at train stations. Publicity and travel trade will support the campaign by focusing on showcasing the breadth of Orlando as a holiday destination that offers everything from seven of the top theme parks in the world and thrilling water parks to educational eco tours and nearby beaches.
The new Orlando Travel Academy, (orlandotravelacademy.com), now offered in German, provides education to the travel trade on all aspects of Orlando. Upon completion of the program, Orlando Travel Academy graduates receive the designation of “Orlando Travel Expert,” which comes with a variety of additional benefits listed on VisitOrlando.com/trade.
The research revealed further insight into German traveler activity. Ninety percent combine their Orlando vacation with trips to the beach, and most Germans also visit at least one theme park. Forty-four percent of Germans say they love Orlando’s water parks and more than 40 percent say shopping at one of Orlando’s 12 malls and outlet centers is also an integral part of their vacation. The primary reason Germans chose Orlando was for adventure, personal enrichment, the destination’s proximity to the beaches and its year-round good weather.