Current BAT study on the holiday satisfaction of Germans

1988 was a year of major environmental problems for the tourism industry. Memories of water pollution, algal blooms, and seal deaths raised serious concerns for the upcoming holiday season. After all, 86 percent of Germans stated that they choose their travel destinations based on environmental quality. They place great value on unspoiled nature. For one in seven holidaymakers (15 %), cleanliness at the holiday destination is a major annoyance. How sensitive Germans are to current environmental problems in their holiday decisions is a key focus of the new representative holiday study conducted by the BAT Leisure Research Institute. For this study, 4,000 German citizens aged 14 and over were surveyed throughout Germany about their holiday habits and experiences.

As early as 1988, one in four holidaymakers (23%) inquired thoroughly about the environmental situation at their holiday destination. However, this average figure only inadequately reflects the actual situation in individual destinations. For example, holidaymakers on the North Sea coast showed the highest sensitivity to environmental problems last travel season: 41 percent informed themselves thoroughly before their trip. Their share was thus significantly higher than that of holidaymakers on the Baltic Sea coast (31%) or those traveling to Scandinavia (27%). But other foreign holidaymakers also showed an awareness of the problems. For example, one in three holidaymakers in Spain and one in five in Austria were interested in the local environmental situation.

However, only a few were willing to change their holiday habits. Four percent forwent usual activities and, for example, did not swim in the sea. The proportion of holidaymakers who traveled to a different destination was also low in 1988. But these four percent are an indication that a changed environmental awareness can also lead to a change in holiday behavior.

Vacation 1988: Not a record-breaking year

Over 20 million German citizens took a vacation of at least two weeks during the past travel season. This represented 44 percent of the population aged 14 and over. Compared to the previous travel year, 1987, which the tourism industry considered a "super season," this represents a decline of 3 percentage points. In 1988, approximately 1.5 million fewer German citizens traveled than in 1987. Three types of vacations were particularly affected by this decline: youth travel, family travel, and senior citizen travel.

Nevertheless, according to Professor Opaschowski, the scientific director of the BAT Institute, one cannot speak of a general decline in travel intensity. "Because the reluctance of some to travel is accompanied by an increased desire to travel among others: The gap between rich and poor is widening, and the polarization between mobile and immobile population groups is intensifying.".

In 1987, 62 percent of those with a net household income below DM 1,500 were non-travelers. Last season, 1988, this figure rose to 71 percent. Two years ago, almost half (47%) of those with a net income between DM 1,500 and DM 2,500 could not afford to travel. Last year, the majority (56%) of this income group had to forgo a vacation.

Travel Destination 88: Turkey is on the rise

Germany remains the most popular travel destination for German citizens. 37 percent of vacationers who traveled for at least two weeks last year stayed within Germany's borders. The top German destinations were Upper Bavaria/Allgäu (10%) and the North Sea coast (8%).

Among foreign destinations, Spain traditionally tops the list. One in seven two-week holidaymakers (15) traveled there last year. The second most popular destination was Italy (11), which ranked higher among German holidaymakers than Austria (9), Yugoslavia (7), and France (6).

Turkey was among the travel destinations that saw particularly strong growth in 1988. Four percent of German tourists chose Turkey as their travel destination. Extrapolated, this amounted to over 800,000 travelers. Nevertheless, it must be noted that so-called "in" destinations generally only have marginal significance. For example, many dream of trips to the USA or tours of Canada. Last year, however, only two percent of holidaymakers actually traveled to North America.

Late bookers and regular holidaymakers

The timing of vacation planning decisions is becoming increasingly important for the tourism industry, which has been unsettled in recent years by so-called "late booking" behavior. According to the results of the BAT study, even for vacationers traveling for more than two weeks, the decision to travel is no longer a long-term process. The majority (53%) are not keen on deciding six months or even a year in advance. Almost half of all vacationers (48%) make their decision only one to three months before departure. A further 5% of those taking two-week trips – who are even considered "spontaneous travelers" – only decide "one week before.".

Not only the "when," but also the "how" of travel decisions reveals something about changing vacation behavior. Almost one in three travelers who took a two-week vacation in 1988 were repeat or regular vacationers: 31 percent chose a destination they knew from personal experience, having visited it several times before. For one in four vacationers (24%), tips from friends and acquaintances represent the most important, and perhaps subjectively the most reliable, source of information.

Young people (35 %) in particular rely on the opinions of their friends. The outstanding importance of so-called "word-of-mouth" recommendations from friends is a crucial indicator for tour operators and also an obligation to pay the utmost attention to guest satisfaction.

Personal experience and tips from friends, along with advice from travel agencies (21 %) and booking from a catalog (17 %), are the main sources of information for planning longer holidays. Newspapers and magazines (4 %), travel guides (6 %) and travel literature (8 %), on the other hand, are significantly less important.

Active holidays are out – relaxing holidays are in.

Around 90 percent of the population aren't interested in active, sporty holidays. Only 11 percent are interested in doing sports on vacation. Everyone else prefers to sunbathe, relax on a boat, or simply unwind, or perhaps exercise a little whenever they feel like it. This also applies to the younger generation. Three-quarters of 14- to 24-year-olds aren't enthusiastic about active, sporty holidays. Among the middle generation, those aged 25 to 49, the proportion of those seeking a relaxing holiday is 89 percent. And among those over 50, the proportion of holidaymakers looking for peace and quiet is as high as 95 percent.

A trend is emerging: "Active holidays are out – relaxing holidays are in." This is especially true for women: only 7 percent of women want to do sports on vacation, while the proportion of physically active men is twice as high (15 %). "The active holiday is the ideal of a traditional performance-oriented society, but it doesn't reflect today's generation of vacationers," says Prof. Opaschowski.

Weather, prices and overcrowding – the holiday disappointments 88

One in four holidaymakers returned from their trip "weather-damaged" in 1988. Bad weather remains the biggest holiday disappointment. What was relatively unproblematic for travelers in southern countries has become the number one disappointment for many domestic holidaymakers. Every second or third person wished for better weather. Those who vacationed on the North Sea coast were the most disappointed (53%), while those vacationing in the Black Forest were the least disappointed (30%).

But even those who had escaped their familiar climate had their problems. One in five holidaymakers abroad admitted self-critically: "The change in climate sometimes bothered me." Older holidaymakers (young retirees: 25 – retirees: 23) suffered the most. Here, the "trend towards the south" revealed its downsides: the further south the holiday destination, the greater the problems with the change in climate. Holidaymakers in Austria (12) and Switzerland (15) suffered less from the change in climate in 1988 than those in Spain (28), Greece (30), or Turkey (37).

Holiday mood and satisfaction are not only influenced by the weather. What particularly annoys one in four travelers are the sometimes excessively high prices at their holiday destination.

Among domestic holidaymakers, North Sea (46 %) and Baltic Sea travelers (39 %) had the most cause for complaint, while holidaymakers in southern German holiday regions such as the Palatinate, Bergstrasse or Fichtelgebirge (15 %) and Black Forest holidaymakers (16 %) had the least.

Those who traveled abroad complained most about high prices in Scandinavia (47 %) and France (32 %), and least in Turkey (12 %) and Yugoslavia (11 %).

Complaints about excessively high prices primarily relate to the price-performance ratio and are not dependent on personal income. Those with a net household income between DM 1,500 and DM 2,500 criticize the high prices at their holiday destination just as much as those with an income between DM 3,500 and DM 5,000 (25 % in each case).

Especially in mass tourism centers, overcrowding is now a problem for one in seven holidaymakers (14). According to the BAT Institute, this issue could have serious consequences for tourism planning in the 1990s. Already, 28 percent of all holidaymakers in Spain are bothered by overcrowding in holiday destinations. Tunisia/Morocco (19), France (19), Yugoslavia (17), and Italy (15) are also considered problematic. In contrast, holidaymakers describe Ireland/Scotland (2) and Scandinavia (5) as offering almost paradisiacal solitude.

Not a new problem, but a growing one, is the lack of safety at holiday destinations. While this isn't an issue for 97 percent of domestic holidaymakers, the situation is different abroad: one in ten travelers to Italy and 9 percent of those vacationing in Spain describe their experiences as follows: "I didn't feel safe enough at my holiday destination.".

Vacation 88: Overall rating „Good“

Paradise is just a dream, but everyone wants a "nice holiday." Even if not all wishes come true, Germans are exceptionally satisfied with the past travel season. They gave their holidays an average rating of 1.8.

Domestic destinations predominantly received a grade of 1.7. Only the Baltic Sea (1.8), Lake Constance (1.9) and the North Sea (2.0) were rated worse.

Among foreign travel destinations, neighboring Austria ranks first in the satisfaction scale for German vacationers, with an average rating of 1.6. A narrow majority (53%) of Austrian vacationers gave the country a "very good" rating. With the exception of Yugoslavia (average rating: 2.1), all other vacation destinations received ratings of 1.8 or 1.9.

Travel plans 1989

Germans are in a keen mood for travel. But their travel plans don't suggest a "super season" for 1989. At the start of the holiday year, 42 percent of Germans aged 14 and over were firmly resolved to pack their suitcases for at least two weeks. That's over 20 million Germans. But compared to the previous year (47 percent), travel intentions are significantly lower.

However, the percentage of respondents who are still "unsure" has increased – from 25 to 29 percent. Many Germans are showing more caution, restraint, and a wait-and-see attitude in their 1989 vacation plans.