Is travelling losing its fascination? Almost two thirds no longer plan to go on holiday every year

The current pent-up desire for summer, sun, beach, and sea is immense. Despite limited options (e.g., no entry to the USA), travel warnings (from South Africa to the South Pacific islands and the South of France), forest fires (including in Greece, Italy, and Turkey), and general uncertainty, the majority of Germans still intend to pack their bags and travel this year. But will this still be the case after the end of the coronavirus pandemic – or is a fundamental shift in attitudes on the horizon?

The fact is: Almost two-thirds of Germans plan to spend their holidays at home instead of traveling every year in the future. Thirty years ago, only half as many wanted to spend their holidays at home.

Within the general population, it is primarily singles, families, and older citizens who no longer wish to travel every year. In contrast, for the majority of 18- to 24-year-olds, travel remains a status symbol. They want to get to know the world and new people, experience a lot, and share their travel stories.

• Increasing „flight shame“: Especially with short-haul flights, the pressure to justify one's actions is increasing. Instead of recognition and admiration for a weekend trip to London, Rome, or Paris, the reaction is increasingly one of incomprehension and head-shaking.
• Overtourism: The old equation, "where there's a lot going on, you'll experience a lot," is being turned on its head. Many citizens are avoiding tourist hotspots and turning away from mass tourism.
• Upgrading one's own city: The tourism industry has been and continues to be a driving force behind the attractiveness of numerous destinations. From cultural and event offerings to gastronomy and leisure activities – much of it is not only used by tourists, but increasingly also by the local residents.
• Costs and competition are increasing: Average summer holiday spending is around €1,000 per person. Not everyone can afford this, nor is everyone willing to do so. Furthermore, holiday expenses compete directly with other leisure and everyday activities, such as visiting an amusement park, buying the latest smartphone, or purchasing the current winter clothing collection.
• Increasing uncertainty: Safety is a fundamental requirement for travel. Whether it's natural disasters, terrorist attacks, or the current pandemic – fear while traveling has increased in recent years.
• Almost everything is known: „"If someone goes on a journey, then they have a story to tell," wrote Matthias Claudius about 250 years ago. While this still holds true today, travel experiences and online reports have made the world seem smaller. The secluded beach, the quaint tavern, or the authentic weekly market have become rarer, overcrowded, or already discovered by the masses.

Holidays will change in the future – and not just because of Corona. Even before the pandemic, negative reports were increasing, for example regarding sustainability, lack of consideration for local residents' interests, declining service orientation, government bailouts, or insufficient transparency.

The demands, needs, and behaviors of many travelers have also changed. Instead of standardized and interchangeable offerings, there is a growing demand for authenticity and originality. The tourism industry doesn't need to reinvent itself, but it does need to evolve and drive innovation, not just in the digital realm.

Ultimately, it's about that good holiday feeling: The guest wants to leave everyday life behind and temporarily escape into a perfect world.