What vacationers can influence least is what matters most to them: 27 million German citizens aged 14 and over (56%) primarily want good weather for their next vacation. Sun, peace and quiet, and nature top the list of vacation wishes for Germans. As the new representative study by the BAT Leisure Research Institute on the topic of "Vacations 85/86" reveals, sports, comfort, and education were less in demand in 1986.

The longing for sunshine overshadows all other vacation desires. However, this longing diminishes with age. For almost two-thirds (64%) of the younger generation under 35, a successful vacation without good weather is unimaginable. In contrast, only 58% of the middle generation, those aged 35 to 55, prioritize sunshine. And for those over 55, the need for relaxation (45%) and the search for nature (39%) become almost as important as the desire for sunshine and good weather (44%).

In 1986, the second most popular wish for the next vacation was for peace and relaxation. 53 percent of Germans wanted to switch off, relax, and recharge during their next holiday – significantly more married people (59 percent) than single people (42 percent), more women (55 percent) than men (50 percent), and more employed people (59 percent) than unemployed people (52 percent). Tension, stress, and hectic schedules in both professional and leisure time are the main reasons for the growing importance of the relaxation function of vacations across all population groups.

Changing holiday preferences – other holiday offers

„A shift in the holiday experience is emerging,“ says Prof. Dr. Horst W. Opaschowski, head of the BAT Leisure Research Institute. „When sunshine, nature, and tranquility become more important again, when people seek a contrast to everyday life, but still want to enjoy their holiday, this has an impact on the entire range of holiday offerings: Weather independence and proximity to nature must be guaranteed, and more programs focused on psychological relaxation than on strenuous physical activity should be offered. The unique, event-like character and the lasting impact of holidays will be in greater demand.“ With these new demands on holiday quality, traditional holiday desires for comfort, luxury, and prestige, as well as entertainment, education, and physical activity, will also change.

Prestige needs and desires for comfort are losing importance; vacations have become a common good. The prestige aspect of vacations is diminishing. In the subjective view of the population, "almost everyone" can afford a vacation trip today. Consequently, prestige considerations are increasingly shifting to other leisure activities (e.g., tennis, golf, fitness). In 1985, one in five Germans (21 %) still placed particular value on being able to "afford something" on vacation. This year, that figure has dropped to 15 percent.

Only those population groups who, based on their average income, could actually afford the least, place the greatest personal value on being able to afford things, especially on vacation. These include people with primary school education (19 %), blue-collar workers (19 %), and residents of North Rhine-Westphalia (19 %), in stark contrast to, for example, senior managers and civil servants (8 %) and respondents with a high school diploma or university degree (5 %).

General comfort preferences („being pampered“) also declined from 22 percent (1985) to 19 percent (1986), particularly among men (17 percent). In contrast, for one in four women (26 percent), being pampered is the most important prerequisite for a successful vacation.

Sex, sports, and education are at the bottom of the desired list.

In 1985, one in nine Germans (11) considered sex ("holiday flings") particularly important for their vacation. By 1986, only one in twelve (8) still dreamed of it. Only for 14- to 19-year-olds (30), single people (26), and divorced people (21) did holiday flings represent the true measure of a successful vacation. Even 3 percent of married people planned to look for "new acquaintances" on their next holiday…

„Travel broadens the mind,“ and while travel intensity is increasing, the desire to actively pursue one's education while on vacation is declining. Only one in eleven Germans (9 [%]/ 1985: 10 [%]) wants to actively do something for their education during their holidays. Apparently, other things seem more important in the personal hierarchy of values associated with the vacation experience. The dominant attitude towards vacations can be described as follows: to be educated incidentally while traveling, but not to actively pursue one's own education. The lowest level of interest in education is found primarily among respondents with only a primary school education (3 [%]), blue-collar workers (4 [%]), and the unemployed (4 [%]). As expected, the greatest interest in education while traveling is shown by managers and civil servants (25 [%]) and respondents with a high school diploma or university degree (30 [%]).

Active sports holidays seem to have retained their status as a guiding principle only for a few young, dynamic, and successful professionals: one in five 35-year-olds (21%), one in four single people (26%), and one in four managers and civil servants (25%) consider themselves active sports holidaymakers. Everyone else wants to enjoy peace and quiet. For example, only 2% of non-working people consider sporting holiday activities particularly important – 39% of them would rather switch off and relax without stress.

Holiday planning 1986: Wanderlust increases, but travel duration decreases

At the beginning of the 1985 travel year, 45 percent of German citizens aged 14 and over expressed their intention to travel for at least two weeks. In fact, 45 percent did travel for at least two weeks in 1985. That amounted to 21.7 million German citizens. According to a survey by the BAT Leisure Research Institute, in the upcoming 1986 travel year, only slightly less than 20 million Germans (41 %) were determined to pack their suitcases for at least two weeks. This means that while 1.8 million Germans had firm vacation plans, they were planning a shorter trip in 1986.

General income trends have not left holiday planning unaffected. In 1986, only 37 percent of blue-collar workers (1985: 42 percent), 42 percent of city dwellers (1985: 51 percent), 43 percent of households with children under 14 (1985: 47 percent), and 45 percent of those still in education (1985: 59 percent) were planning longer holidays of at least two weeks.

As early as 1985, the percentage of German citizens who could afford a two-week trip fell from 47 percent (1984) to 45 percent. This slight downward trend will continue in 1986.

The proportion of short trips, however, remained stable or increased slightly from 32 percent (1984) to 33 percent (1985). In 1985, over 6 million West German citizens (13%) took only short trips and completely forwent longer vacations. Nearly one in three of them cited "financial reasons" (31 %) as the reason, and another 29 percent cited "private, family reasons." Since probably not all respondents wanted to admit that they were short on cash, it can be assumed that about half of those who only took short trips forwent a longer vacation for financial reasons. In addition, a changing attitude towards travel is also becoming apparent. One in six respondents considers themselves a short-tripper by principle: "I don't take longer trips" (17 %).

Last year, the most popular trips were those lasting 3 to 4 days (301,100,300), followed by those lasting 5 to 7 days (28,100,300) and 2 days or weekend trips (22,100,300). A further 18 percent opted for trips lasting 8 to 13 days. In total, 15.9 million Germans (1984: 15.5 million) took short trips of at least two days in 1985. This trend also explains the growth rates in city tourism.

Holiday budget 1986: over 10 million German citizens want to spend more money

Over 10 million German citizens aged 14 and over plan to "spend more money" on travel in 1986 (21 percent). That's 2 million more than in 1985 (16 percent). Employees, civil servants, and the younger generation show the greatest willingness to spend. For their 1986 vacation, almost one in three employees and civil servants (31 percent) plans to spend more money. In 1985, it was only one in four (25 percent). And among young people aged 20 to 29, the willingness to spend has risen from 24 percent (1985) to 28 percent (1986). Berliners (24 percent), Bremen residents (26 percent), and Hamburg residents (29 percent), who have been among the most enthusiastic travelers for years, are also planning to set aside significant funds for their 1986 vacations.

The largest share of vacation spending in 1986 comes from those who are partially employed or part-time. Forty-three percent of them plan to spend more this year. "This group largely consists of so-called dual-income earners who apparently only work to pay for their vacations," says Professor Dr. Opaschowski. Economic and social inequalities are intensifying in the vacation market. Those who already travel frequently intend to spend even more on vacations in the future. However, those with limited budgets, such as blue-collar workers, the unemployed, and pensioners, will be able to travel less and less.