Travel season 1994:
Upturn in the east – calm in the west

Despite the recession, Germans' desire to travel remained almost unabated last year. 54 percent of German citizens took a vacation lasting more than five days (1993: 551%). And 45 percent (1993: 461%) were away for more than two weeks. This is according to the fifth nationwide tourism analysis by the B·A·T Leisure Research Institute, in which 5,000 German citizens aged 14 and over were surveyed about their vacation behavior in 1994 and their travel plans for 1995. However, a divide in travel behavior is emerging: East Germans' wanderlust knows no bounds, even when their vacation budgets are tightening (1993: 541%). West Germans, on the other hand, significantly reduce their travel frequency (1993: 571%).

East Germans prefer shorter trips to forgoing their holidays altogether. Their average trip duration of 12.9 days is significantly lower than the West German standard (16.4 days), but fewer also stay home during the holiday season. 37 percent of citizens in the former East Germany did not take a holiday last year (1993: 411%). In contrast, the percentage of non-travelers among West Germans is steadily increasing (1992: 391%) – 1993: 401% – 1994: 411%). "West Germans apparently find it difficult to have to curtail their usual consumption and comfort needs while on holiday," says Prof. Dr. Horst W. Opaschowski, head of the B·A·T Institute. "The dream of the best weeks of the year clashes with the economic necessity of being frugal or modest in their expectations, even on vacation.""

Domestic travel market under pressure.
Regular customers are getting older and older

The record-breaking summer of 1994 raised temperatures, but not the number of visitors to Germany. The domestic travel market stagnated because the appeal of international travel remained strong and the percentage of those refusing to travel or not traveling at all remained stable. In this competitive environment, it is becoming increasingly difficult for holiday regions in Germany to hold their own. Forty percent of Germans had to forgo a trip primarily for financial reasons, and 36 percent wanted to leave their own country's borders at all costs. Thus, only one in four Germans (24%) mentioned German holiday regions as a travel destination. Professor Opaschowski: "Caught between the desire for the Caribbean and the frustration of staying home, the competition in the domestic travel market is becoming increasingly fierce.""

In 1994, 4 percent of all West German travelers vacationed in the East German holiday regions between the Baltic Sea and the Thuringian Forest. The increasingly competitive destinations in the new federal states are impacting West German destinations. Eastern Bavaria, Upper Bavaria, and the Allgäu region, traditionally the most popular holiday regions for Germans, are experiencing a steady decline in visitor numbers. Last year, for the first time, the number of West Germans who traveled to the North Sea (81,000 visitors) was equal to the number who visited the Bavarian Alps (81,000 visitors). And East German tourism driven by curiosity is in rapid decline: Bavarian mountains and lakes are becoming less and less popular with East Germans (1991: 161,000 visitors – 1992: 121,000 visitors – 1993: 111,000 visitors – 1994: 101,000 visitors). Only the Black Forest was able to increase interest among holidaymakers from the new federal states (1993: 6% – 1994: 8%).

Otherwise, most holiday regions in Germany are trying to at least maintain their share of regular tourists. Growth is hardly conceivable, as these regular tourists are getting older. This applies to the entire domestic travel market, which has developed into a domain of the older generation. In 1994, more than twice as many retirees (581,300) as younger people aged 14 to 29 (271,300) vacationed in Germany.

Foreign travel destinations 1994:
Spain in the west – Austria in the east

Since the early 1970s, the three most popular foreign travel destinations have been Spain, Italy, and Austria. This remained unchanged last year. In 1994, one in nine holidaymakers (11%) traveled to Spain. Italy and Austria were each chosen by 8 percent of travelers. During the last travel season, these three countries attracted more German tourists (27%) than all German holiday regions combined (24%).

Spain remains the most popular foreign travel destination for West Germans (13%). East Germans, on the other hand, have favored Austria as their top destination since gaining their newfound freedom to travel (8%). However, Spain is becoming increasingly attractive as a travel destination (1993: 4% – 1994: 7%). Hungary is also being rediscovered by East Germans (1992: 3% – 1993: 4% – 1994: 5%).

Only Greece (41,000 visitors per day) and France (31,000 visitors per day) come close to the top three foreign destinations. Interest in Greece as a travel destination has been stable for years – with a slight upward trend among East Germans. In contrast, a clear downward trend for France is evident among West Germans (1992: 61,000 visitors per day – 1993: 41,000 visitors per day – 1994: 31,000 visitors per day).

The tourism industry is increasingly benefiting from changing family structures in Germany. The growing proportion of single-person households and childless couples is significantly contributing to increased travel budgets. Money that would otherwise be spent on children is increasingly being spent on vacations. Last year, one in two families (561,000 people) took a trip abroad, but more than two-thirds of couples (691,000 people) and 82 percent of singles did as well.

Travel financing 1994:
The new trend is called "saving for vacation"."

Nearly twelve million Germans (19%) set aside a separate holiday fund. They use this extra savings specifically for their vacation to finance their next trip. In addition, almost 19 million Germans (30%) dip into their savings accounts or savings balances so they don't have to forgo their holiday.

The idea of "holidays on credit" proves to be a myth. When travel funds are running low, "holiday banking"—a system of pre-financing holidays through loans and installments—appeals. In reality, however, financing holidays through loans has yet to catch on in Germany. What's true for kitchen equipment and consumer electronics doesn't apply to the intangible quality of life that is a holiday. That said, Eurocheques and credit cards are part of the modern holiday kit. If you combine overdrafts (31,000), bank loans (11,000), and installment payments through travel agencies or tour operators (11,000), only one in twenty holidaymakers (51,000) actually uses "holiday banking." Most Germans remain consistent when it comes to financing their holidays. They generally only travel once they have earned or saved enough.

Young people aged 14 to 24 are particularly resourceful when it comes to finding ways to finance their holidays. One in six young people (17%) regularly works to pay for their vacation. Otherwise, they travel according to the motto: instead of "holidays on credit," they prefer to "borrow money" from their parents! One in three young people (33%) travels carefree – with a holiday contribution from their parents. Despite some having part-time jobs or existing income, parents represent an important source of funding for holidays for 14- to 24-year-olds.

Travel plans 1995:
Uncertainty in the West – more confidence in the East

How will Germans manage their leisure budget this year? How will the solidarity surcharge, long-term care insurance, and declining real incomes affect spending habits on vacations and travel? Despite all the financial constraints, the desire to travel remains almost unabated in 1995: Just under a quarter of the population (24%) definitely wants to forgo a vacation, while three-quarters are either firmly resolved to travel (52%) or are still waiting or undecided (24%).

Notable differences can be observed between the travel intentions of West and East Germans. Compared to the previous year, the travel mood of West Germans is somewhat subdued. Last year they were eager to travel, but in 1995 there is less room for travel euphoria. Only 51 percent (1994: 541%) already have firm travel plans, and 25 percent (1994: 241%) are uncertain. Restraint seems appropriate to many. The subjective assessment of citizens in the former East Germany is quite different. Their desire to travel remains unbroken in 1995. 53 percent (1994: 511%) definitely want to take a vacation. Confidence is spreading in the East. Even the percentage of undecided travelers is steadily declining (1993: 321%) – 1994: 271% – 1995: 221%).

Travel destinations 1995: Spain above all –
Holiday regions in eastern Germany are increasingly in demand

In 1995, domestic holiday destinations will continue to face pressure from the growing appeal of foreign destinations. Almost three-quarters of all respondents with firm travel plans (71%) intend to leave their own country. Spain will once again be the top choice. One in eight holidaymakers (12%) plans to spend their vacation in Spain in 1995. Austria (8%) and Italy (7%) follow at a considerable distance in terms of popularity among Germans. Compared to the previous year, France could lose further ground (1994: 5% – 1995: 3%), while Hungary could strengthen its position.
East and West Germans have different priorities when it comes to their planned trips abroad in 1995. For West Germans, Spain (13%), Italy (8%), Austria, and Greece (6%) are the top destinations for the 1995 season. East Germans favor Austria (10%), Spain (8%), Greece (6%), Hungary (5%), and Scandinavia (5%).

West German holiday regions are not expected to see any growth in 1995, while holiday regions in the new federal states continue to gain in popularity. West Germans, in particular, intend to include more East German holiday regions in their vacation plans next year (1994: 41,000 – 1995: 61,000).

The results of the BAT tourism analysis on travel behavior in 1994 and travel intentions in 1995 clearly show that the gap between consumer spending and declining real income is widening. However, travel-loving Germans are reluctant to forgo the best weeks of the year.

European tourism analysis:
The world's most travel-obsessed people are the biggest critics of tourism.
Countries visited significantly lower estimate the negative impacts.

A representative sample of 1,000 people aged 15 and over in Italy, Spain, and Austria—the three main travel destinations for Germans—was surveyed about their personal assessments of the impact of tourism on the countries they visited. As direct visitors and those directly affected, how do they evaluate the social, cultural, and environmental consequences of mass tourism? And how far do their views differ from those of Germans? The survey results are surprising: Germans, who like to see themselves as world travel champions, demonstrate the comparatively most critical attitude.

A clear majority of the German population (60%) believes that tourism negatively influences the attitudes and behaviors of locals. Austrians are much more moderate and reserved in their assessment. Only 47 percent believe in the negative impacts of tourism. And in Spain and Italy, the vast majority of the population rejects any negative view of tourism. Only 37 percent of Spaniards and 36 percent of Italians see tourism as a negative influence. For most people who have visited certain destinations, it is undisputed that tourism has become the most important source of livelihood in many holiday regions and has significantly improved the quality of life for residents. Tourism creates a better quality of life – say 86 percent of Austrians, 90 percent of Spaniards, and 91 percent of Italians.

The European tourism analysis makes it clear: According to travelers and those visited, tourism brings more benefits than harm. Representative surveys in the four European countries demonstrate that tourism is a source of greater prosperity and a higher standard of living. 92 percent of the Europeans surveyed consider job creation to be the most important achievement of the tourism service industry. Tourism creates jobs in gastronomy, hospitality, crafts, and construction. Consequently, tourism has become an important source of income that has led to greater social security (90%).

Furthermore, 87 percent of the Europeans surveyed are convinced that tourism has become the most important source of livelihood in many regions and countries. And 82 percent of those surveyed hope that global tourism can effectively serve as a bridge of understanding between industrialized and developing countries.

Travel trends: The Caribbean remains number 1

Few words in the German language evoke more vivid images than the combination of the three concepts: dreams, trends, and travel. Longing, wanderlust, and wanderlust keep the dream of a better, more beautiful life alive. And what was just a dream yesterday could become a lasting trend in the future. In November 1991 and 1994, 2,600 people aged 14 and over were asked which travel destinations they thought would be trendy in the 1990s and where one simply had to travel.

Columbus landed in the Caribbean in 1492. Five centuries later, the Caribbean adventure has retained its fascination. The Caribbean is most frequently cited by all respondents as the number one trending travel destination. Almost half of all Germans (1991: 421,000 – 1994: 471,000) now believe they absolutely must travel there. Furthermore, the German longing for distant, sunny island paradises is growing ever stronger: the South Pacific, Bali and Java, the Maldives, and Hawaii are particularly mentioned as travel destinations.

Australia, the Dominican Republic, and South Africa are the new trend destinations for Germans. They have experienced the greatest increases in attractiveness in recent years: Australia (+12 percentage points), the Dominican Republic (+9), and South Africa (+6).

Distance, warmth, and wide open spaces define the new trend destinations and will influence the direction of travel flows in the coming years. These are not mere wishful thinking, but have a real basis. This explains why a number of destinations, such as Florida, Egypt, and Russia, have suffered a significant decline in popularity among German tourists.

The vacation of the future:
Between a perfect world and an artificial paradise

Our experience-driven society is driving individual desires and expectations for vacations to illusory heights. The vacationer of the future is no longer satisfied with carefree and informal relaxation. Perfection and illusion must be guaranteed equally. This is the common denominator of the results of two representative surveys conducted in 1990 and 1994. The current follow-up study by the B·A·T Leisure Research Institute allows for initial indications of future trends.

The primary desire remains an intact environment, clean air, and clean water. Two out of five Germans no longer want to do without it. And a beautiful landscape is always an essential part of a good vacation. Reason and emotion, environmental awareness, and experiencing nature are making this desire ever stronger (1990: 35% – 1994: 41%). Nature and landscape will continue to be the greatest asset of tourism. But the longing for sun, sand, and sea also remains. Lounging in a deckchair, strolling around, and enjoying a nice meal – the traditional vacation ritual will not lose its appeal in the future (1990: 27% – 1994: 31%).

But new things are also attracting increasing interest. Artificial holiday paradises could become the norm for vacations tomorrow. A growing number of vacationers want to experience more than just the sea. They dream of holiday paradises that are a mix of marina, tropical garden, shopping center, and Greek village (1990: 121,000 – 1994: 151,000). One in seven Germans sees their own vacation wishes fulfilled in such an illusory, yet perfect, holiday world. And young families (131,000 – total population: 91,000) are increasingly discovering glass-enclosed bathing paradises – a few days of vacation amidst waterfalls and rapids, South Sea palm trees and banana plants, all within easy reach.

For 13 percent of Germans (1990: 91%), vacation should be their ultimate adventure. Safaris, trekking hikes, and adventure tours are becoming increasingly popular. Vacations are turning into challenges, travel into risks. Significantly more men (16%) than women (10%) want to experience themselves as short-term heroes on vacation.