Germany: Latest travel research 2023

Looking for valuable travel insights for Germany? Look no further! We have the recent findings of the Ad Alliance Travel study. The good news for everyone working in the travel industry: despite economic and political uncertainties, Germans are eager to travel again.


The study* shows that travel volume increased in 2022 compared to the previous year, with three-quarters of respondents taking a short holiday or trip. The travel intentions for 2023 also remain positive, with 66% of respondents looking forward to their next adventure.

But what about advertising in the travel space? Which touchpoints reach audiences while making travel decisions?

In addition to online comparison portals and websites of tourism providers, travel guides, journalistic articles on websites and TV are among the top 5 information and inspiration channels for holiday travel. The most common purchases before a trip include cosmetics and hygiene products as well as medical care items, clothing, and accessories.

When do ideas turn into bookings? 

Travel plans are often made only 1-3 months before departure, with about 40% of respondents perceiving greater flexibility when it comes to travel. And with the money-back guarantee being the most important booking criteria, highlighting this aspect in advertising can help attract hesitant travellers.

As we look ahead to 2023, there's no doubt that travel will continue to be an important part of our lives. Want to have a closer look at the study results?

Just get in touch with us.

(*Source: Ad Alliance | RTL Data „Travel Study“ 01/2023)