Travel year 1995: High travel intensity despite the need to save money

Despite the pressure to save money and tax frustration, Germans' desire to travel remains almost unbroken. Last year, 55 per cent of Germans took a holiday trip lasting more than five days (1994: 56%). And 46 per cent (1994: 47%) travelled for more than two weeks. These are the findings of the sixth all-German tourism analysis by the Leisure Research Institute of British-American Tobacco, in which 5,000 German citizens aged 14 and over were asked about their holiday behaviour in 1995 and their travel intentions for 1996.

However, there are signs of a split in the holiday market: while West Germans continued to pursue their desire to travel unabated (1994: 56% - 1995: 56%), East Germans cut back significantly (1994: 58% - 1995: 52%). East German travel intensity has thus reached its lowest level for four years (1991: 53%). Only before German reunification in 1990 was the propensity to travel lower (49%). „The new freedom to travel has reached, if not exceeded, its financial limits, at least in the new federal states,“ says Prof Dr Horst W. Opaschowski, Director of the Leisure Research Institute. „Almost every second East German can no longer afford the dream of the best weeks of the year.“

The average length of holiday in East Germany in 1995 was 13.1 days, well below the West German standard (16.5 days). Many East Germans prefer to travel a little shorter than to forgo their holidays altogether. Nevertheless, the proportion of non-travellers among the new German citizens has also risen significantly (1994: 37% - 1995: 42%). Two out of five East Germans did not even take a short trip of at least two days last year. Among West Germans, on the other hand, the proportion of non-travellers actually fell from 41 percent in 1994 to 39 percent last year.

Domestic destinations remain under pressure
International travel market consolidates its position

In the last three years, the domestic travel market (1992: 26% - 1995: 23%) has lost around two million holidaymakers in Germany, while the international travel market has further consolidated its position (1992: 37% - 1995: 38%). Last year, two domestic travellers were matched by three foreign travellers. In concrete terms: there were 23.5 million international travellers for every 14.5 million domestic travellers.
West German holiday destinations in particular are increasingly losing their appeal - among East Germans as well as West Germans. In the first year after German reunification, almost one in two East Germans (45%) stayed in West German holiday destinations. Last year, the old federal states were only of interest to a third of East German holidaymakers (33%). Among West Germans, too, interest in holiday trips to West German holiday destinations is falling steadily (1991: 37% - 1993: 34% - 1995: 30%).

In contrast, the holiday regions in the new federal states have stabilised their attractiveness in the last three years. Four per cent of West Germans and 16 per cent of East Germans regularly spend their holidays in the holiday regions between the Baltic Sea and the Thuringian Forest. The Baltic Sea on the coast of Mecklenburg-Western Pomerania in particular is being rediscovered by East Germans: one in eleven holidaymakers from the new federal states (9% - compared to 7% in 1994) stayed there last year.

A comparison of the last four years shows that Bavaria, traditionally the most popular holiday region for Germans, is in danger of being displaced by the old and new Baltic Sea coasts. As recently as 1991, twice as many German holidaymakers stayed in Bavaria (12%) as on the Baltic Sea (6%). Last year, the holiday regions on the Baltic Sea achieved the same level of attractiveness as Eastern Bavaria, Upper Bavaria and the Allgäu (7% each).

The motto „Strong mark, cheap holiday“ fuelled Germans‘ desire to travel to foreign holiday destinations in 1995. One in nine holiday travellers (11%) went to Spain last year. And Italy was chosen as a holiday destination by nine per cent in 1995 (1994: 8%). Austria has at best been able to hold its own against the strong competition from Spain and Italy in the last two years (1994: 8% - 1995: 7%). Turkey has now displaced France in the ranking of the five most popular holiday destinations abroad. Turkey has caught up with Greece (4%) and is the main winner of the '95 season - with an upward trend (1991: 2% - 1993: 3% - 1995: 4%).

From an overall German perspective, it is striking that East Germans favour Spain, Italy and Austria equally (7% each). In the favour of West Germans, however, Spain (12%) clearly occupies the top position (Italy: 9% - Austria: 7%). Only Greece (5% in the west) and Scandinavia (5% in the east) come close to the three foreign frontrunners. Scandinavia has now displaced Hungary (1994: 5% - 1995: 3%) among East German holidaymakers.

Travelling intentions 1996: High travel fever in the West -
Great restraint in the East

From an overall German perspective, Germans' desire to travel remains unbroken in 1996: As in the previous year, every second German citizen (52%) is determined to travel. And the proportion of respondents who intend to forego travelling altogether in the coming season has even fallen in comparison to previous years (1994: 22% - 1995: 24% - 1996: 21%). However, the statistical average belies the major differences in the travel intentions of citizens in the old and new federal states: while travel fever knows no bounds in the West, more and more East Germans are having to stay at home on holiday.

The travelling mood among West Germans suggests an excellent season. 53% of West Germans have firm travel plans for 1996. Last year the figure was only 51 per cent. The holiday mood in the new federal states paints a very different picture. As recently as last year, 53 per cent of East Germans had made up their minds to travel, but this year only 47 per cent of citizens in the new federal states have firm travel plans. A great deal of restraint is appropriate for many. The proportion of East Germans who are still unsure is therefore particularly high (28% - previous year: 22%).

Three quarters of Germans with firm travel intentions (75%) definitely want to go abroad. Last year, only 71 per cent of Germans who are keen travellers named a destination abroad. Warmth, distance and space are becoming increasingly attractive to holidaymakers. As in previous years, the three frontrunners Spain (12%), Italy (8%) and Austria (8%) will remain unchallenged in the favour of German holidaymakers. After that, however, the big cut-throat competition will begin: Greece (5%) and Turkey (4%), France (4%) and Scandinavia (5%) vie for the top spots. And wanderlust is growing: if German citizens realise their travel intentions, then in 1996 for the first time more German holidaymakers will go to the Caribbean (3%) than to Tunisia and Morocco (2%) in addition to the USA/Canada (4%).

New consumer priorities:
Holiday travel as important as living

In recent years, utilities have become much less of a priority for consumers, while financial savings in the area of experiences are subjectively becoming increasingly difficult. For Germans, holiday trips are now as important (1991: 40% - 1995: 41%) as the basic necessities of housing (1991: 41% - 1995: 39%) or clothing (1991: 40% - 1995: 40%). For most German citizens, the necessities of life appear to be secure and cannot be increased any further. As a result, areas of consumption such as food and drink have also lost priority since 1991 (1991: 53% - 1995: 49%), which explains the decline in retail sales. On the other hand, experiences such as cinema, musicals, theatre and concerts (+5 percentage points) or discos, pubs and restaurants (+4 percentage points) have recorded significant growth. Experience culture and experience catering have benefited the most from the change in consumer needs. The car as a type of experience vehicle has also retained its appeal (+3 percentage points).

Today, quality of experience is perceived as quality of life. The decisive motivation is no longer material need, but the psychological desire to indulge oneself. The consumption of experiences reflects a new consumer morality that once again allows the unbiased experience and enjoyment of life. Holidaymakers are looking for a contrast to their everyday lives in tourist services. They are looking for an all-round good feeling, friendly service to make them feel at ease. Holidaymakers want to feel that they are liked. They want to soak up the atmosphere and lose track of time a little. In future, more than ever, the battle for the customer will be decided by the service.

Holiday budget per day:
100 marks in the West, DM 85 in the East

In the new tourism analysis 95/96, the costs of a holiday trip have now been determined for the first time at a national level. According to the study, all respondents who took a longer holiday trip of at least two weeks in 1995 spent an average of 1,433 marks per person.

However, there are clear differences between the West and East. West Germans spent an average of 1,460 marks per person, which corresponds to a price increase of only 15 per cent in six years compared to 1989. Taking the inflation rate into account, the holiday budget of West Germans has remained more or less the same. Today, a day's holiday is worth around 100 marks to West Germans. East Germans, on the other hand, have to make do with around 85 marks per day's holiday. Last year, East Germans had an average of 1,190 marks per person available for a longer holiday trip.
In addition to travel and accommodation costs, the total cost of a holiday trip includes all additional expenses such as eating out and shopping, excursions, souvenirs and tips. The biggest gap in holidaymakers' spending behaviour can be seen between singles and families. Families with children have to keep a tight rein on their holiday budget. Families only had 1,026 marks per person at their disposal last year (compared to 930 marks in 1989). Singles spent more than twice as much (DM 2,266) per person in 1995 (compared to DM 2,123 in 1989).

The tourism analyses of the British-American Tobacco Leisure Research Institute also allow statements to be made about the costs of shorter holiday trips lasting between five and 13 days. Those who cannot or do not want to afford a two-week holiday can make do with a more modest travel budget. A shorter holiday trip of at least five days and a maximum of 13 days cost German citizens an average of 861 marks per person in the last travel season (876 marks in the West, 788 marks in the East). Shortening the duration of holidays is a practical way of travelling on holiday despite limited budget resources. As a result, more East Germans than West Germans opted for shorter holidays last year.

All inclusive? The additional costs at your holiday destination

„All inclusive“ is the magic word that more and more tour operators are using to lure holidaymakers away from home. Holidaymakers want to be able to calculate their travel costs reliably in advance and avoid any nasty surprises when it comes to additional costs. This is precisely where the problem lies. In most cases, the holidaymakers themselves are the culprits, i.e. victims of their own demands, habits and weaknesses.

The representative survey by the Leisure Research Institute provides concrete evidence of what Germans like and value on holiday. For two thirds of Germans, eating out is simply part of their holiday (62%). A third of holidaymakers regularly visit pubs, bistros and taverns (33%). And one in four holidaymakers cannot do without sightseeing (25%) and organised excursions (28%), while one in five holidaymakers (21%) has stocked up on extra food.

The new savings trend:
Travelling shorter, less often, cheaper

The tourism industry can look forward to the next season with a smile and a tear in its eye. The flow of holidaymakers continues unabated, but more and more tourists are apparently paying more attention than before to what they spend their money on and in which areas they can make savings. The desire to travel and the need to save money inevitably enter into a marriage of convenience.

A representative sample of 2,600 people aged 14 and over in Germany were asked which savings they are most likely to agree to on holiday or while on holiday. A small majority of Germans (54%) are prepared to accept a „new modesty“ on holiday. Torn between the need to save money and bargain hunting, holidaymakers are opting for the motto: shorter, less, cheaper. Instead of foregoing a holiday trip, around one in six Germans would rather travel for a shorter period of time (16%), choose a cheaper destination (17%) or cut back on shopping and souvenir purchases (19%). Twelve per cent of respondents also want to settle for cheaper hotels. And one in eight (13%) want to eat out less often in restaurants.

However, almost one in two Germans also believe that they do not travel when money is tight (46%). This is particularly true for rural dwellers (51%), while city dwellers are more in favour of saving money on holiday (60%) than forgoing travel (40%). Reliance on bargains and last-minute offers is surprisingly low among the population (12%). Most Germans would rather rely on their own thriftiness on holiday than on the travel industry's promise of getting a lot of holiday for little money. And last-minute is actually just another word for a special form of youth tourism. One in five pupils or students (22%) and almost one in four travellers aged 18 to 24 (23%) wait for special conditions at the last minute.

European tourism analysis:
Holiday spending in a 3-country comparison

The new Europe will not resemble a uniform mash - this was the initial thesis of the 1st European Tourism Analysis of the Leisure Research Institute in 1993. On the other hand: aren't there many socio-cultural and geographical-climatic similarities, for example between the three German-speaking countries Germany, Austria and Switzerland, so that serious differences in consumption and holiday habits are hardly to be expected? The 4th European Tourism Analysis now presented by British-American Tobacco paints a different picture.

Only Germans attach great importance to holiday trips (41%). Austrians and the Swiss, on the other hand, set completely different priorities in some cases. The Austrians come closest to the Germans in their assessment of holiday travel (38%). The Swiss, on the other hand, attach less importance to holiday trips (32%) than to living (41%). In a three-country comparison, the consumption profile can be summarised as follows:

• Mobility is particularly important to Germans. The car and holiday travel are much more dear to them than, for example, the inhabitants of the two neighbouring countries.
• Austrians place more emphasis on culture and communication, going out to restaurants and pubs and attending events such as theatre, opera and concerts. They are reluctant to restrict themselves in these areas of life.
• Compared to the Austrians and Germans, the Swiss tend to favour the down-to-earth and enjoyment of life, the comfort of living in their own four walls and the pleasure of good food and drink.

On the other hand, Germans, who consider themselves world champions when it comes to travelling, spend the least on their holidays. This result is surprising. However, the 3-country comparison as part of the European Tourism Analysis proves it: On a two-week holiday, Germans spend around DM 100 per day. The Swiss spend around DM 120 per day on holiday. And the Austrians have the most lavish holiday style with total costs of DM 128 per day. During their last longer holiday trip, the Germans spent an average of DM 1,433, the Swiss DM 1,668 and the Austrians DM 1,795. This can be seen from the comparison of expenditure (in each case converted to the value of the German mark).

Even for shorter trips of between five and 13 days, Austrians (DM 990) dominate ahead of the Swiss (DM 885) and Germans (DM 861). Because Germans obviously enjoy travelling more often, they also have to be more economical with their travel budget. The high value placed on holidays comes at a price: those who are the most keen travellers cannot also be the most spendthrift.

Technical data of the survey
6. all-German tourism analysis

Number and representation of respondents:
5,000 people aged 14 and over (4,000 West - 1,000 East)
Survey period: 9 to 26 January 1996
Survey institute:
INRA Deutschland, Gesellschaft für Markt- und Sozialforschung mbH, Mölln

Technical data
4th European Tourism Analysis

Number and representation of respondents:   
Switzerland and Austria 1,000 people aged 15 and over each,
Germany 2,600 people aged 14 and over
Survey period: 2 to 30 November 1995
Survey institutes:   
INRA Deutschland Gesellschaft für Markt- und Sozialforschung mbH in Mölln for Germany,
SPECTRA in Linz for Austria,
A.E.S. in Ecublens for Switzerland

The study Tourismus und Ökonomie (Urlaub 95/96) can be obtained for a nominal charge of DM 58 from the Leisure Research Institute of British-American Tobacco (Germany) GmbH, Alsterufer 4, 20354 Hamburg, from the end of March. The volume contains the most important overview tables and a detailed interpretation of the data in text and graphics. We will provide journalists and editorial offices with a review copy free of charge on request.
In addition, a detailed data volume on the 6th All-German Tourism Analysis (travel duration/travel destinations 1995 and travel intentions 1996 of Germans) can be obtained under the title Travel Behaviour 1995 at a price of DM 498.