1. THE GERMAN TRAVEL MARKET
THE GERMAN TRAVEL
MARKET
May 2012
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2. TOP SPENDER GERMANY MAKES THE PACE
Strong economy drives expenditure for travel & tourism
• GER #1 intl. source market in Europe. Followed by the UK, France,
Russia and the Netherlands in terms of foreign trips.
• Forecast GDP-Growth German Economic Research Institutes:
0.9 % in 2011,
2.0 % in 2012
• Average unemployment rate 2012: 6,7 %
• Available household income: + 3,3 %
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3. GREAT VOLUMES
Going abroad for the main vacation
trip
• Germany is world champion of travelling: In 2011, Germans spent 61 billion Euro
for trips abroad (German Central Bank)
• In 2011 76% of Germans did a vacation trip for more than five days.
(Reiseanalyse)
• Those are 70 mill. vacation trips of more than five days – thereof 37% by air.
• Besides there are 78 million short trips.
• Germany is also the biggest European market for Business Travel and MICE:
43,5 billion Euro (VDR-Geschäftsreisestudie)
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4. GERMANS AND BRITS ARE GOING ABROAD
Where do you plan to spend your main holiday in 2011? (%)
68
63
58
48
43
38
32
25 28
28
23
22 22
27 25 27
23
19 20 17 20
16 15 13 15 12
12 11 10 8 74
domestic holiday holiday elsewhere in the EU holiday outside the EU no holiday/not sure
SOURCE: FLASH EUROBAROMETER 2011, SURVEY ON THE ATTITUDES OF EUROPEANS TOWARDS TOURISM, 2011, EU COMMISSION
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5. MEDITERRANEAN COUNTRIES IN DEMAND
First Germany, than Destination abroad - precentage
the “Club Med”
Spain 12.3%
• 35 % of total vacation trips
Italy 8.2%
goes to the Mediterranean
Turkey 7.4%
• Long haul has a market share Austria 5.2%
of only 7 %
France 3.0%
Croatia 2.7%
Greece 2.6%
Poland 2.3%
Netherlands 2.1%
Denmark 1.8%
SOURCE: FUR FORSCHUNGSGEMEINSCHAFT URLAUB UND REISEN, REISEANALYSE 2011
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6. PLANNED HOLIDAYS 2010–2012
Holiday reasons: Planned type of holidays 2011 – 2013
Sun & beach still ahead
Sund an Beach 40 18
• But people want to mix beach
holiday with other
Relax holiday 31 18
experiences Nature 20 18
• Growth of best agers: They
Family holiday 24 10
look for Adventure 15 15
wellness, culture, experience
– and safety. Activity Holiday 12 11
Winter holiday 4 13
Fun 8 8
Winter/sun 6 6 planned gave consideration
SOURCE: FUR FORSCHUNGSGEMEINSCHAFT URLAUB UND REISEN, REISEANALYSE 2011
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7. TRAVEL DECISION TAKEN WELL AHEAD
Early birds fly high Decision on holiday destination (% travellers)
• Most holiday decisions are
taken long ahead. 98,1 100
90,8
• Tour operators successfully 80,4
encourage early bookings.
65,1
• Last minute is not only price
driven, it depends on flexibility
35,9
at work – and of the weather.
17,8
12 months months months months months1 month minute
9 6 3 1-2 < Last
SOURCE: REISE-MONITOR 2011
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8. TRAVEL AGENCIES KEEP THEIR LEADING ROLE
Where do Germans book their holiday?
• 70 % of vacations abroad are Germany Abroad
booked via Travel Agents and Travel Agency 14% 47%
Tour Operators (2009).
Online Travel Agency 7% 15%
Tour Operator 6% 8%
• Shift to OTA instead to Tour
Operators or Airlines: Accommodation direct 43% 17%
Customers want choice Airline/Train direct 11% 12%
SOURCE: FUR FORSCHUNGSGEMEINSCHAFT URLAUB UND REISEN, REISEANALYSE 2010
• Consolidation of OTA’s:
Unister and Holidaycheck
ahead in tourism and
package holiday.
Expedia, Opodo and Meta
Searchers are strong with
flights, HRS and Booking.com
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9. TRAVEL AGENTS KEEP LEADING POSITION
Research online, Booking channels: online versus travel agency
purchase offline
9% 9% research online/
• Great portion of customers purchase online
research on the internet, book 15% 21%
resaerch through travel
at a travel agency agency/purchase online
26%
29% research online/
• Same distribution, price purchase through travel agency
comparison and booking research through travel
systems used offline and 50%
agency/purchase through travel
41% agency
online (i.e. Traveltainment)
• German travel agents are
2005/2006 2009/2010
sales agents by special law:
SOURCE: ROPO STUDY TUI/GOOGLE 2006/2010
no price difference between
websites of tour operators
and travel agents
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10. TRAVEL AGENTS KEEP THEIR SHARE
Less Travel Agents, Number of Travel Agencies in Germany
stable Turnover 16,000 29.0
14,235 13,753
14,000
• Big Chains and Co- 11,986 27.0
ops like Rewe, TUI,
13,684 11,046
12,000 12,639 10,370
LCC, RTK, TSS, Sch
10,000
11,404 25.0
metterling 10,717 10,240
8,000 22.0 22.4 23.0
21.4 21.8
• Less travel agencies 6,000 20.5 20.7 20.8 20.4 21.0
go out of the market.
4,000
19.8 19.0
• Germany has much 2,000
19.0
more travel agents
0 17.0
than other
Countries, i.e. nearly
twice as many as in Number of travel agencies revenue (bill. Euro)
SOURCE: FAKTEN UND ZAHLEN ZUM DEUTSCHEN REISEMARKT 2011, DRV
the UK
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11. HEADING FOR RECORD IN 2012
German Tour German Tour Operator Market
Operators optimistic 45 42.4 24
39.3 39.3 40.4
40 36.9 37.6
• 2011 was a record 34.6 34.8 23.3 23
35 38.5
year for the German 22
30 32.8 21.4
travel industry
25 21.3 21
• GfK-Research: 8 % 20 20.8 20
more turnover 20.3
15 18.9
booked for the 19.4 19.6 19
10
current tourism year
5
18.6 18
(April 2012).
0
17.8 17
• New record revenue
expected in 2012
Number of customers (million) Total market revenue (bill. Euro)
SOURCE: FVW DOSSIER „GERMAN TOUR OPERATORS 2011“
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12. LEADING TRIO, BUT GROWING COMPETITORS
TOP TEN Tour Operators in Germany Market share of total market
revenue 2010/2011
4,2
3,1 3,0 TUI
Deutschland
18%
others
37%
1,5 1,3
1,0 Rewe Group
0,6 13%
0,3 0,3 0,2
Thomas
Cook
13%
FTI
Schauinsland 6%
3%
Alltours
Aida Cruises 6%
revenue (bill. Euro) 4%
SOURCE: FVW DOSSIER „GERMAN TOUR OPERATORS 2011
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13. EXPORT ECONOMIE DRIVES BUSINESS TRAVEL
Stable Market 9.3 Business trips abroad 2010 (Mill.)
8.2
• Germany biggest source
market in Europe also for
business travel
• German Associations like
VDR (Travel Managers)
expect slight increase for 3.5
3.1 2.9
2012 2.6 2.6
2.0 1.8
• MICE Business picks up from
1.6
low levels 2009/10, but
companies still look at value
for money
SOURCE: GERMAN CONVENTION BUREAU/EITW/DZT 2011
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14. FVW MEDIENGRUPPE: THE MARKET LEADER
The no 1 Media Group for Travel & Tourism in Germany
FVW Mediengruppe, Germany's leading Travel Industry Media Group
with more than forty years of expertise in tourism, provides widely known and
recognized publications, mainly B2B.
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15. FVW MEDIENGRUPPE: ONLINE UP TO DATE
Leading websites for decision makers and sales staff
Our websites for tourism and business travel: daily news and interaction.
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16. FVW: KNOWLEDGE FOR PROFESSIONALS
E-Learnings:
A practical way for agents to learn about products and destinations
FVW Mediengruppe has created successful e-learning programs (i.e. Fit for
Cruises, USA, Spain, Egypt, Rewe Touristik, Iberostar). fvw Akademie 2012 launched.
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17. FVW MEDIENGRUPPE: HIGH-LEVEL EVENTS
fvw Kongress & TravelExpo: The meeting point of decision makers
The industry’s leading high-profile event in Cologne on 25./26. September 2012.
About 3000 visitors for the Congress and the Travel Expo last year.
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18. FVW MEDIENGRUPPE
Thank you!
k.hildebrandt@fvw-mediengruppe.de
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