the german tourism market - ahk · pdf file© tourismus plan b gmbh germany maintains its...

© tourismus plan B GmbH© tourismus plan B GmbH

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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


A positive trend of demand: 13 % increase in tourist arrivals and 11 % increase in overnight stays within just 5 years


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


Germany maintains its top position of overnight stays in Europe …


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%


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


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


Foreign tourists origin espescially from the Netherlands, Switzerland, the USA andGreat Britain …


Foreign Demand


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


The Germans‘ desire to travel remains stable especially amongcity dwellers and those with a higher education …


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






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


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


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


Success Factors of German Tourism


What makes Germany‘s tourism as successful as it is?


Success Factors

SUCCESS FACTORS

STRUCTURE

1

TARGET GROUP ORIENTATION

2

BRAND DEVELOPMENT

3

QUALITY DEVELOPMENT

4


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


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


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 …


The main groups of guests:


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



Nature Tourism Akive Tourism: Hiking & Cycling

City andCultural Tourism

Recreational, Wellness andHealth Tourism

Central markets with growth potential…



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 …


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 …



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


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?


Destination

Target Group Theme Product


Brand development focussed on travel decision of the relevant target groups: target groups, themes, products


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



Destination brand: Dachmarke Bayern


Bundling of wellness offers in Bavaria

Nationwide portrayal of bavarian competence in wellness tourism


Themed program brand: Wellvital…


Bundling and nationwide marketing ofspecial locations …

Supply-oriented product brand: Sigthsleeping Hotels …



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


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 …


Challenges for Germany‘s Tourism …


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 …


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


Challenges

Demographic Change: Life expectancy is increasing


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…


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


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


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 …


Priorities: Slow Movement, Wellness, Medical Mental Wellness

Target group: direct payers with high level of stress in professional, familyand daily life

Binding quality criteria


Slow Movement

IchZeit Rheinland-Pfalz – mental healththrough selfness


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“ …


Conclusion and Prospects


Factors of success on the way to a successful tourism development


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“


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

the german tourism market - ahk · pdf file© tourismus plan b gmbh germany maintains its...

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