Prioritizing German over sustainability
In a survey conducted by the Hamburg-based Foundation for Future Studies, it has been revealed that a substantial portion of older German travelers (64 percent) are making more environmentally conscious choices by prioritizing sustainability over price [1]. This finding debunks stereotypes about German travel habits, showing that older travelers are taking a more active role in their travel planning, using digital tools and comparison services [2].
The survey also shows that a majority (64 percent) of travelers over 65 years old plan their vacations independently, without the help of travel agencies or package deals [3]. This trend suggests that the more experienced travelers are the ones who act independently and confidently, even digitally.
The survey results indicate that social media and dietary preferences can impact travel decisions for some Germans. Five percent of respondents stated that vegetarian and vegan food options influence their travel choices, while 14 percent of German travelers are influenced by impressions from social media when choosing a travel destination [3].
The Foundation for Future Studies highlights that current travel trends and preferences among Germans reflect a strong domestic travel market and a growing emphasis on sustainability paired with economic recovery. Germany's travel and tourism sector is experiencing record growth in spending and employment, driven mainly by domestic visitors, with €425 billion expected in domestic spending in 2025 [1].
German tourism policy strongly supports sustainable tourism development, which aligns with travelers' increasing interest in environmentally conscious travel choices, without sacrificing economic success [1]. Thus, sustainability is a significant factor in German travel preferences today.
The survey results suggest that travel providers may need to shift their focus from rigid complete packages to more flexible modular systems to better cater to travelers' preferences [4]. This focus on flexible modular systems could be beneficial for travel providers, as citizens prefer individualized travel options.
Although the survey does not provide a direct statement from the Foundation for Future Studies explicitly detailing Germans’ travel preferences, the data from Germany's travel sector indicates robust growth in domestic tourism and an emphasis on sustainability, which likely reflect findings and projections from forward-looking research including that Foundation's scope [1][2].
Moreover, global trends indicate that travelers, including Germans, are exhibiting a split in travel motivations: some prioritize event-driven, experience-rich trips, while others seek quiet, mental health-oriented escapes [5]. This duality might also influence German travelers' choices, balancing lively activities with calm retreats.
In summary, Germans currently prefer domestic, sustainable travel experiences, supported by government policies and reflected in record-breaking sector growth, with a nuanced interest in both vibrant events and quiet vacations [1][3][5]. The Foundation for Future Studies, based in Hamburg, Germany, has provided valuable insights into these trends, contributing to a better understanding of the German travel market.
- Older German travelers (64 percent) are not only prioritizing sustainability in their travel choices, but they are also independently planning their vacations, showing that they are more confident and digitally active when it comes to travel.
- Social media and dietary preferences significantly impact travel decisions for some German travelers, as 14 percent of travelers are influenced by impressions from social media when choosing a destination, and 5 percent consider vegetarian or vegan food options as part of their travel choices.
