© tourismus plan B GmbH© tourismus plan B GmbH
www.tourismusplanb.de
Bem-Vindo!
The German Tourism Market
Berlin, 06.03.2017
© tourismus plan B GmbHMarch 6th, 2017
Tourismus Plan B GmbH is a company of tourism consultancy active throughout Germany. Our aim is to develop innovative and individual solutions for the tourism and recreation industry.
Brand 360°: Strategic brand development and operational implementationof products, infrastructure, communication and organisation
Destination Management and Marketing
Focus on the „Story“
Hiking tourism
Culture tourism
Nature Tourism
Our Main Business Areas
Further Competences:
Outdoor Stories:
Active Tourismus
Life Quality und Lifestyle:
Sustainable tourism at the interfacebetween nature, activity, enjoyment andhealth
Rural areas: Tourism design in theservice of new quality of life
Urban Experience:Solutions for urban tourism andurban life
Bike Tourism
Health Tourism
Accessible Tourism
2The German Tourism Market
© tourismus plan B GmbH
Structure
1
2
Development of Germany‘s Tourism
Success Factors
3 Challenges
March 6th, 2017 The German Tourism Market 3
44
Strategies Of Successful Tourism Destinations4
Conclusion And Prospects5
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 4
Tourism Development In Germany
© tourismus plan B GmbH
A positive trend of demand: 13 % increase in tourist arrivals and 11 % increase in overnight stays within just 5 years
March 6th, 2017 The German Tourism Market 5
Demand
Quelle: Statistisches Bundesamt, Wiesbaden 2016
147,1 152,7 155,2 160,8 166,8
393,2 407,2 411,9 424,1 436,2
2010 2011 2012 2013 2014
in m
illi
on
s
Visitor arrivals
Overnight stays
2015
+10,9%
+13,4%
Development of overnight stays and visitor arrivals in Germany
2011 2012 2013 2014
© tourismus plan B GmbH
Germany maintains its top position of overnight stays in Europe …
March 6th, 2017 The German Tourism Market 6
Demand
Netherlands
303,3 million
436,2 million
421,2 million384,3 million
414,8 million113,8 million
103,5 million
Quelle: dwif 2016, Daten: Statistisches Bundesamt und Eurostat
Great BritainGermany
Austria France
SpainItaly
59,4 million
Overnight stays in accommodation including camping in 2015
20142015
Portugal
+2,6%+2,9%
+3,0%
+1,6%
+3,1%
+4,3%
+11%
+2,6%
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 7
Foreign and Domestic Market
German visitors present around 80 % of tourism arrivals and overnight stays …
Number of guest arrivals and overnight stays in German accommodation with 10 beds and more (2015)
33,0 mio.+4,6%for 2013
127,8 mio.+3,4% for 2013
75,6 mio.+5,1%for 2013
348,5 mio.+2,5% for 2013
Foreign guests
Domestic guests
Quelle: Statistisches Bundesamt, Wiesbaden 2016
35,0 Mio.+6,0%for 2014
131,8 Mio.+3,2% for 2014 356,6 Mio.
+2,3% for 2014
79,7 Mio.+5,4%for 2014
Guest arrivals166,8 Mio.
+3,7% for 2014
Overnight stays436,2 mio.
+2,9% for 2014
© tourismus plan B GmbH
Foreign tourists origin espescially from the Netherlands, Switzerland, the USA andGreat Britain …
March 6th, 2017 The German Tourism Market 8
Foreign Demand
Quelle: Statistisches Bundesamt, Wiesbaden 2016
11,2
6,4
5,6
5,5
3,8
3,7
3,3
3,3
3
2,7
2,5
2,5
1,8
1,7
Netherlands
Switzerland
USA
Great Britain
Italy
Austria
France
Denmark
Belgium
Poland
Russia
Spain
China
Sweden
Overnight stays by sending countries 2015 (in Million)
Spain
Poland
China
Schweden
Russia
© tourismus plan B GmbH
The Germans‘ desire to travel remains stable especially amongcity dwellers and those with a higher education …
March 6th, 2017 The German Tourism Market 9
The Desire to Travel of Germans
2016
Out of 100 Germans … have taken a trip for at least 5 days
75 43
Higher
educated
Lower
educated Big city Village
62 51
Quelle: Tourismusanalyse 2017, Stiftung für Zukunftsfragen
Travel Balance 2016Out of 100 Germans… have taken a trip for at least 5
days
Every third German has taken more than one trip in 2016Out of 100 respondents … have taken a trip/more trips for
at least 5 days
53
54
57
57
54
57
Total population 2011
Total population 2012
Total population 2013
Total population 2014
Total population 2015
Total population 2016
One journey:
66%
Two journeys:
24%
Three or more
journeys:10%
67
54
52
73
62
60
46
Teenager
Young people
Singles
Couples
Families
Young seniors
Pensioners
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 10
Foreign Destinations
German tourists spent their holidays abroad mainly in Spain and Italy …
Foreign Destinations 2016Out of 100 tourists … chose for their main vacation the following destination
14,1
7,9
4,4
4,4
3,3
2,9
2,8
2,7
2,5
2,2
Spain
Italy
Austria
Turkey
Croatia
Scandinavia
Greek
France
Benelux
Poland
In 2015 approximately
1,1 Million Germans went on
vocation to Portugal...
Quelle: Tourismusanalyse 2017
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 11
Diversity of Germany’s Tourism
Artificialexperience
Natural experience
City
Country
Cultural Heritage
Natural Heritage
Küste
TOP-Events Traditional Events
ModernTrend Cities
Historical Places
Shopping-center
WeeklyMarket
Coast
Mountains
Where does Germany’s tourism take place?
A wide range of tourism offers
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 12
Success Factors of German Tourism
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What makes Germany‘s tourism as successful as it is?
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Success Factors
SUCCESS FACTORS
STRUCTURE
1
TARGET GROUP ORIENTATION
2
BRAND DEVELOPMENT
3
QUALITY DEVELOPMENT
4
© tourismus plan B GmbH
Federal state marketing organisations: Destination management, strategy development at national level Marketing to gain new customers
Local tourism organisation: Product development and proposal preparation Customer service and care
Success Factor Structure: Clear definiton of levels with their specific tasks
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German National Tourist Board (DZT): Marketing abroad Additional: DTV (coordinator, consultants, tourism policy) and BMWi (basic research)
NATIONWIDE
FEDERAL STATES
Destination marketing organisation: Coordination of product development and proposal preparation Internal marketing and knowledge transfer
DESTINATIONS
LOCAL AREAS
PROVIDERTourism service provider Development of services Communication and sale at commercial level
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 15
Success Factor: Structure
Theme year 2014: UNESCO –World Heritage
Definition of thethemes Strategy for
involvement Coordination Sale
Marketing anddevelopment of the
theme
Product development
Example: Implementation of the national theme year of UNESCO World Heritage …
© tourismus plan B GmbH
The main groups of guests:
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Success Factor: Target Group Orientation
City and eventtravellers
Events, nightlife, pub visits
Socialising, Pleasure/Action
42 years
Families
Espescially beachholidays
Spending time withtheir family, relaxing
33 years
Sport oriented activetourists
Sport and active holidays Winter holidays Do a lot of sports Also: City trips 50 years
Relaxed cycle andhiking tourists
Holiday in the countryside Hiking, cycling Regional products Spend time outdoors Enjoying originality 48 years
Highly educated cultureenthusiasts
Classic city tour Visiting sights, museums,
culture events Visiting cities and
broadening the horizon 55 years
Middle-agedDecelerators
Deceleration, Relaxing, Wellness
Do something for thehealth
Slight moves 48 years
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 17
Success Factor: Target Group Orientation
Nature Tourism Akive Tourism: Hiking & Cycling
City andCultural Tourism
Recreational, Wellness andHealth Tourism
Central markets with growth potential…
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Success Factor: Target Group Orientation
Product Line
Cities and Culture
Events
Cuisine
Museums
Castles, Parks & Gardens
Congresses&
Conferences
Shopping
Product Line
Nature &
Recreation
Active Holidays
Hiking/Cycling
Familiy Holidays
Health Travel
Medical Tourism
Wellness
Basic topics to advertise the brand essence „Reiseland Deutschland“
Accessibility
Sustainability
Demand trends are anchored in the brand value of the holiday destination Germany …
… transfered into marketing activities & orientation of the regions …
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 19
Success Factor: Brand Development
Success Factor: Brand Development
Increasing competition between destinations – differentation necessary Destinations advertise mainly with similar topics – distinction required: infuse
strategic themes with values and create a unique position
Success factor brand development: Selling ofemotional holiday environments …
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 20
Success Factor: Brand Development
Brands represent the distinctive „soul“ of an offer“. A product is what is produced. A brand is what you buy.
Brands supply orientation, reliability and security.
Brands produce identity inwardly and imageoutwardly. Brands form clear images in your head, for example images embodying a certain lifestyle.
What do brands evoke?
© tourismus plan B GmbHMarch 6th, 2017
The German Tourism Market 21
Success Factor: Brand Development
Reference: A certainregion
Profiling of unique and regional particularities
Control: DMO
Destination
Brands
Bundling of individual products along a theme for a specific target group
Control: DMO orprovider
Program Brands
Reference: Concretetouristic product
Control: DMO orprovider
Product Brands
What kind of brands exist in German Tourism?
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 22
Destination
Target Group Theme Product
Success Factor: Brand Development
Brand development focussed on travel decision of the relevant target groups: target groups, themes, products
© tourismus plan B GmbH
The holiday and leisure brand Bavaria is based on the classic image of Bavaria staged in a modern context: With laptop and leather pants
Authenticity, hospitality and vitality come first
Key aspects are: Mountains, lakes, castles and towns
Communication via images, offers and products
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Success Factor: Brand Development
Destination brand: Dachmarke Bayern
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 24
Bundling of wellness offers in Bavaria
Nationwide portrayal of bavarian competence in wellness tourism
Success Factor: Brand Development
Themed program brand: Wellvital…
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 25
Bundling and nationwide marketing ofspecial locations …
Supply-oriented product brand: Sigthsleeping Hotels …
Success Factor: Brand Development
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 26
Info & Booking
information(online, print, telephone, e-
mail etc.), booking
Arriving & Orientation
infrastructureplanning,
signage, pick-upservice, luggage
service
Residence
accomodation, leisureoffers, catering
service, activities in nature etc.
information(online, print, telephone, e-
mail etc.), booking
Departure & Follow up
Success factor: Preserving quality along the entire service chain …
Success Factor: Quality Development
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 27
DEHOGA - classification for hotels
DTV- classification for holiday homes, flats and guest rooms
5-star category – from simple to first-class (hart factors)
Certification„ServiceQualität Deutschland“
Preservation and development of theirown service quality („soft factors“): analysis of service quality from thecustomer‘s perspective
Process comprised of three stages
ADFC Bett+Bike
Quality seal for bicycle-friendlyaccomodations
Qualitätsgastgeber Wanderbares Deutschland
Quality seal for hiking-friendlyaccomodation and catering businesses
Landsichten – Geprüfte Qualität
Nationwide addition award for farmholidays and tourism in rural areas
Basic Quality Target Group-oriented Quality
Success Factor: Quality Development
Certification for basic and target group-oriented quality …
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 28
Challenges for Germany‘s Tourism …
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 29
Challenges
Demographic change: evermore older employees
Bad image of tourismindustry
Problems with fillingvacancies, especiallyapprenticeships
Shortage of skilled professionals
Strategic subject:Federal Government, State etc.
Professionalisiationand qualification
Single-company measures
Subject on federal, provincial
and regional levels
Many small hosts andtouristic providers
Low density ofexperiences
No travel occasions Incomplete service chain ….
Small units and semi professionalism
Networks according togoals and tasks
Option: horizontal, vertical, lateral
Qualification initiatives
Networks and qualification
Characteristics of the Tourism Industry …
© tourismus plan B GmbH
Overaging society:
Germany will have one of the oldest populations of the world in 2035
Today: almost half of the population in Germany is 50 years and older, every third is older than 60 years
Increasing number of chronic diseases
Increasing demand for accessibility
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Challenges
Demographic Change: Life expectancy is increasing
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Demographic Change
Demographic ChangeExtension of barrier free tourism „Tourism
for All“ as a convenience feature …
Clear focus on increasing
health problems ...
Medical backup on holidays … Generation-spanning
product develpoment …
Demand for comfort-oriented, safe and medical cared holidays…
© tourismus plan B GmbH
Search for authenticity, regionality, tradition and home as a backlash against increasing globalization and rush througheveryday life
Healthiness is the most important value for Germans
Environmental awareness and sustainability as implicitness
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Challenges
Change in values: back to the original …
… gutes Leben
Natur bedeutet:
… Gesundheit
… Familie/ Erziehung
… Vielfalt
… Glück
… Verbundenheit
… Freizeit
Nature means:
… good life
… healthiness
… family/education
… diversity
… happiness
… local allegiances
… leisure time
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Sustainability
Reduction of CO2 emissions andund resource consumption …
Regional products with shortdelivery channels ...
SustainabilityMobility
Creation of consistent mobilitychains to vacation spot
Building of (e-)mobility offers on site to individual needs
Accomodation &Catering
Concrete Offers
Integrating the subject into touristicproducts …
Sustainability along the touristic service chain …
© tourismus plan B GmbH
Priorities: Slow Movement, Wellness, Medical Mental Wellness
Target group: direct payers with high level of stress in professional, familyand daily life
Binding quality criteria
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Slow Movement
IchZeit Rheinland-Pfalz – mental healththrough selfness
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 35
Regionality
Offensive use of regional identity in marketing
Targeted sales promotion of identity-establishing offers and products
Use of regionality und regional products in the design of tourist offers
Thereby: preservation of traditions and customs
Customer approach through „regionality and tradition“ …
© tourismus plan B GmbHMarch 6th, 2017 The German Tourism Market 36
Conclusion and Prospects
© tourismus plan B GmbH
Factors of success on the way to a successful tourism development
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Conclusion and Prospects
Consistent orientation on the motives and demands of guests
Sustainable development in tourism
Unique position through regionality andauthenticity
Ensuring a high level of quality
Optimization of the „customer journey“
© tourismus plan B GmbH
Obrigado pela sua atenção!
Tourismus Plan B GmbH - Office Berlin // Spreeufer 2 10178 Berlin // Tel. 030.2145 87 0 Fax 030.21 45 87 11
[email protected] // www.tourismusplanb.de
March 6th, 2017 38The German Tourism Market