This year, G+J has run several surveys for the travel sector, both before and during the crisis - providing a detailed picture of German holiday habits in 2020.
From G+J’s “The Corona Pandemic and its Influence on Everyday Life” survey we know
Confidence in travel is so high, that 66% of respondents who had already booked or planned a trip, intend to make the trip as soon as possible, with 80% of those making exactly the same trip, 12% making minor changes and 8% booking something entirely new.
This is not surprising when according to G+J’s “Reise Analyse” (a survey that G+J’s has conducted annually since 2007) German holidays in 2020 will be dominated by longer holidays (5+ days), with 78% of travellers planning this length of trip, versus just 39% planning a short-break (up to 4-days).
Where are people travelling
While staycations are incredibly popular with German holidaymakers (49%), there is significant interest in travelling outside Germany, both within (69%) and outside Europe (26%).
What do Germans do on holiday
One major change is the type of holiday Germans are seeking. Over the last 5 years, the proportion of Germans wanting rest and relaxation has increased from 45.8% to 63.3%.
This makes sense when you consider that what Germans want from their holiday is sunny warm weather (66.4%), a break from routine (64.4%), recharging their energy (59.2%), and to have fun (47.3%).
Germans visiting Great Britain
For travel to Great Britain, the number of Germans planning and considering visiting in the next 3-years has increased.
German travellers to the UK present exciting opportunities for the travel sector; 61% of those planning to visit the UK have a net income of over 3000€ / month; higher than the German average.
To influence German travellers planning to visit the UK, G+J’s most influential titles are GEO, STERN and NATIONAL GEOGRAPHIC, with 18.3% of STERN, 10.5% of GEO and 6.4% of NAT GEO readers either actively planning to, or considering visiting Great Britain.
This article only scratches the surface of what data is available, so if you want more insight by destination, by booking type, by expenditure or anything else, please call your UK primary contact or click here to get in touch with us.