THE GERMAN TRAVEL MARKET THE GERMAN TRAVEL           MARKETMay 20121                     © 2012 Verlag Dieter Niedecken Gm...
TOP SPENDER GERMANY MAKES THE PACEStrong economy drives expenditure for travel & tourism•   GER #1 intl. source market in ...
GREAT VOLUMESGoing abroad for the main vacationtrip•   Germany is world champion of travelling: In 2011, Germans spent 61 ...
GERMANS AND BRITS ARE GOING ABROAD                Where do you plan to spend your main holiday in 2011? (%)               ...
MEDITERRANEAN COUNTRIES IN DEMAND    First Germany, than                       Destination abroad - precentage    the “Clu...
PLANNED HOLIDAYS 2010–2012Holiday reasons:                              Planned type of holidays 2011 – 2013Sun & beach st...
TRAVEL DECISION TAKEN WELL AHEADEarly birds fly high                             Decision on holiday destination (% travel...
TRAVEL AGENCIES KEEP THEIR LEADING ROLEWhere do Germans book their holiday?•   70 % of vacations abroad are               ...
TRAVEL AGENTS KEEP LEADING POSITIONResearch online,                      Booking channels: online versus travel agencypurc...
TRAVEL AGENTS KEEP THEIR SHARELess Travel Agents,                            Number of Travel Agencies in Germanystable Tu...
HEADING FOR RECORD IN 2012German Tour                                German Tour Operator MarketOperators optimistic      ...
LEADING TRIO, BUT GROWING COMPETITORS      TOP TEN Tour Operators in Germany                        Market share of total ...
EXPORT ECONOMIE DRIVES BUSINESS TRAVELStable Market                        9.3         Business trips abroad 2010 (Mill.) ...
FVW MEDIENGRUPPE: THE MARKET LEADERThe no 1 Media Group for Travel & Tourism in GermanyFVW Mediengruppe, Germanys leading ...
FVW MEDIENGRUPPE: ONLINE UP TO DATELeading websites for decision makers and sales staffOur websites for tourism and busine...
FVW: KNOWLEDGE FOR PROFESSIONALSE-Learnings:A practical way for agents to learn about products and destinationsFVW Medieng...
FVW MEDIENGRUPPE: HIGH-LEVEL EVENTSfvw Kongress & TravelExpo: The meeting point of decision makersThe industry’s leading h...
FVW MEDIENGRUPPE              Thank you!                     k.hildebrandt@fvw-mediengruppe.de18                          ...
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FVW Mediengruppe

  1. 1. THE GERMAN TRAVEL MARKET THE GERMAN TRAVEL MARKETMay 20121 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  2. 2. TOP SPENDER GERMANY MAKES THE PACEStrong 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 %2 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  3. 3. GREAT VOLUMESGoing abroad for the main vacationtrip• 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)3 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  4. 4. GERMANS AND BRITS ARE GOING ABROAD Where do you plan to spend your main holiday in 2011? (%) 68 63 58 48 43 38 3225 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 COMMISSION4 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  5. 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 20115 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  6. 6. PLANNED HOLIDAYS 2010–2012Holiday reasons: Planned type of holidays 2011 – 2013Sun & 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 20116 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  7. 7. TRAVEL DECISION TAKEN WELL AHEADEarly 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 20117 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  8. 8. TRAVEL AGENCIES KEEP THEIR LEADING ROLEWhere 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.com8 © 2012 Verlag Dieter Niedecken GmbH, all rights with Hotels. reserved
  9. 9. TRAVEL AGENTS KEEP LEADING POSITIONResearch online, Booking channels: online versus travel agencypurchase 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 agents9 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  10. 10. TRAVEL AGENTS KEEP THEIR SHARELess Travel Agents, Number of Travel Agencies in Germanystable 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 UK10 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  11. 11. HEADING FOR RECORD IN 2012German Tour German Tour Operator MarketOperators 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“11 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  12. 12. LEADING TRIO, BUT GROWING COMPETITORS TOP TEN Tour Operators in Germany Market share of total market revenue 2010/20114,2 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 201112 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  13. 13. EXPORT ECONOMIE DRIVES BUSINESS TRAVELStable 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 201113 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  14. 14. FVW MEDIENGRUPPE: THE MARKET LEADERThe no 1 Media Group for Travel & Tourism in GermanyFVW Mediengruppe, Germanys leading Travel Industry Media Groupwith more than forty years of expertise in tourism, provides widely known andrecognized publications, mainly B2B.14 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  15. 15. FVW MEDIENGRUPPE: ONLINE UP TO DATELeading websites for decision makers and sales staffOur websites for tourism and business travel: daily news and interaction.15 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  16. 16. FVW: KNOWLEDGE FOR PROFESSIONALSE-Learnings:A practical way for agents to learn about products and destinationsFVW Mediengruppe has created successful e-learning programs (i.e. Fit forCruises, USA, Spain, Egypt, Rewe Touristik, Iberostar). fvw Akademie 2012 launched.16 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  17. 17. FVW MEDIENGRUPPE: HIGH-LEVEL EVENTSfvw Kongress & TravelExpo: The meeting point of decision makersThe 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.17 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved
  18. 18. FVW MEDIENGRUPPE Thank you! k.hildebrandt@fvw-mediengruppe.de18 © 2012 Verlag Dieter Niedecken GmbH, all rights reserved

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