Prioritizing cost over eco-friendliness evident in German travel habits - Prioritizing German Language Over Sustainability
In a surprising turn of events, a recent survey by the Hamburg-based Foundation for Future Studies has revealed a notable distinction in travel preferences among Germans, particularly based on age.
The findings suggest that digital natives, those under 30 years old, show a higher inclination towards standardized offers. On the other hand, older travelers, especially those over 65, exhibit a strong independence and confidence, even in the digital realm, when it comes to planning their vacations.
The survey unveiled that approximately two-thirds (64 percent) of Germans over 65 years old are actively comparing offers, combining flights and accommodations digitally, and increasingly relying on digital tools for their vacation planning. Contrary to popular belief, this age group prefers to plan vacations without the assistance of travel agencies.
Among the younger generation, Gen Z and Millennials, there is a strong inclination towards digital and AI-supported vacation planning. Approximately 32% of these young travelers are using artificial intelligence for booking, a figure that has seen a significant increase, even doubling among older generations like Baby Boomers. Gen Z travelers are tech-savvy and environmentally conscious, favouring sustainable travel options and shunning poor digital experiences. They often seek inspiration on social media.
Older Germans, aged 55 and above, are found to have the highest travel intentions. They tend to prefer domestic or European trips and often have more disposable income and leisure time for travel. While they are increasingly adopting AI tools, their primary focus may differ from younger travelers, favouring a more traditional approach to travel.
Regarding travel agencies, the survey indicates a decline in reliance on traditional agencies, especially among younger travelers, who prefer digital self-service. However, older travelers’ growing use of AI tools implies they may still utilise enhanced services that combine agency support with new technologies.
Sustainability is more prominently favoured by younger Germans, who actively pursue climate-conscious travel and "coolcation" destinations like Scandinavia and Iceland to avoid heat extremes. Older travelers, on the other hand, prioritise comfort and leisure, often travelling with partners or family.
Approximately 17 percent of Germans consider sustainability more important than price when choosing a travel destination. However, the survey found that sustainability is less important than price for most German travelers. Only about a third of Germans under 30 years old plan vacations without the help of travel agencies or package deals.
Ulrich Reinhardt, the scientific director of the foundation, commented on the results, stating they contradict common stereotypes. It is essential to note that the survey was affiliated with the tobacco company British American Tobacco.
This study offers valuable insights into the evolving travel preferences of Germans, highlighting the growing importance of digital tools and sustainability in vacation planning. As the travel industry continues to adapt, understanding these trends will be crucial in catering to the diverse needs and expectations of different age groups.
- The survey findings suggest that while older Germans, aged 65 and above, are comparatively more reliant on digital tools for vacation planning, they still prefer a traditional approach to travel, unlike the Gen Z and Millennial travelers who favor AI-supported vacation planning.
- Considering community policies and lifestyle preference, the study reveals that the younger generation, Gen Z and Millennials, are more conscious of sustainability in travel, favoring environmentally friendly destinations like Scandinavia and Iceland, whereas older travelers prioritize comfort and leisure during their travels.
