www.germany.travelwww.qualitaetsmonitor-deutschland-tourismus.de
www.reiseversicherung.de
Quality Monitor survey of tourism in Germany2010/2011 results
Holidaymakers' overall satisfaction with their stay
Avg.=1.8Avg.=1.8 All visitors
International
visitorsGerman
visitors
6 = disappointed1 = delighted
International visitors
German visitors
62%
11%
17%
10%
66%
1%
3%
31%
Occasional visitor
First-time visitor
Regular visitor
Second-time visitor
Total
Germany
Outside Germany (incl.)1)
of which:
Europe as a whole
Netherlands
Switzerland
United Kingdom
Italy
380,334,025
320,023,577
60,310,448
45,951,784
10,483,114
4,186,422
4,180,624
3,295,849
100
84.1
15.9
12.1
2.8
1.1
1.1
0.9
Austria
Overseas (excl.)1)
USA
PR China incl. Hong Kong
2,838,779
13,060,556
4,769,373
1,092,470
0.7
3.4
1.3
0.3
Japan
Arab Gulf States
Australia
1) 1,298,108 overnight stays that could not be categorised (stateless, unknown, unclear, not specified)
1,084,285
968,336
613,212
0.3
0.3
0.2
Source country absolute %
IntroductionIn 2007, the German National Tourist Board and ERV (Europäische Reiseversicherung AG) teamed up to launch the Quality Monitor survey of the German tourism industry, for which domestic and international visitors staying overnight in Germany, either on holiday or on business, are asked questions about their travel experience. Since the project began, a total of around 56,000 interviews have been conducted across the country. Survey participants are selected on the basis of a quota sample stratified by region, season, type of accommodation and nationality. The interviews are carried out face to face, and the results – weighted to reflect the overall picture from official statistics regarding source countries and accommodation types – are entered into the online analysis tool.
Where holidaymakers come from and their reasons for visiting
German and international visitors tend to give different reasons for their choice of Germany as a holiday destination. ‘Fun and entertainment’ (75%) is by far and away the most popular reason cited by visitors from abroad, followed by ‘spending time with family and friends’ (60%) and ‘experiencing the flair of the towns and cities’ (54%). International visitors on holiday in Germany also expressed a desire ‘to experience new things’ (45%), ‘to simply have a good time’ (44%), ‘to rest and relax’ (42%) and to ‘get away from it all’ (41%). For German visitors, ‘rest and relaxation and ‘fun and entertainment’ were almost equally important (59% and 58% respectively). ‘Spending time with family and friends’ (49%), ‘being close to nature’ (47%) and ‘simply having a good time’ (46%) also featured strongly. The main source regions for more than two thirds (67%) of all German holidaymakers were North Rhine-Westphalia, Lower Saxony, Bavaria, Hessen, Baden-Württemberg and Saxony. North Rhine-Westphalia, Germany‘s most populous federal state, accounted for 23 per cent on its own.
A) Source: Federal Statistical Office 2011 B) Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values, rounding differences may occur)
Frequency of visits
Overnight stays at hotels and campsites in Germany by source country in 2010 A)
Frequency of holiday visits in Germany B)
International visitors German visitors
75
60
54
45
44
42
41
30
30
24
24
22
18
16
15
11
10
10
6
2
58
49
28
46
59
28
42
47
9
14
13
19
16
32
9
24
16
33
9
7
to have fun/be entertained
to spend time with family/friends
to experience the town/city flair
to experience new things
to simply have a good time
to rest/relax
to get away from it all
to see unusual things
to have an authentic experience
to enjoy a romantic time
to study/train
to get to know new people
to rejuvenate the mind/soul
to enjoy excitement/challenges
to be active/sporty
to be pampered
to boost health/fitness
to remember the old times
to receive beauty treatments
to be close to nature
All visitors International visitors German visitors
64%
49%
41%
39%
38%
36%
36%
34%
29%
29%
60%
53%
52%
52%
51%
49%
49%
43%
40%
40%
65%
48%
42%
41%
37%
36%
35%
32%
28%
28%
Leisure/recreational facilities
Landscape/scenery
Atmosphere/ambience
Healthy air/climate
Image of destination
Townscape/architecture
Choice for tourists
Local attractions
Recommended by friends etc.
Good experience/prev. visit
Landscape/scenery
Atmosphere/ambience
History of the region
Image of destination
Arts and culture
Townscape/architecture
Choice for tourists
Local attractions
Recommended by friends etc.
Country/people
Landscape/scenery
Atmosphere/ambience
Value for money
Image of destination
Townscape/architecture
Leisure/recreational facilities
Good experience/prev. visit
Healthy air/climate
Recommended by friends etc.
Choice for tourists
12345678910
On holiday in Germany
Reasons for the choice of holiday destination
Question: What were your reasons for going on this holiday, why did you go on holiday? Multiple answers permitted.
Holidaymakers’ top 10 criteria for their choice of destination
Question: What made you choose our region as a holiday destination? Only the main reasons for the choice, multiple answers permitted
Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values)
72%
2%
3%
9%
11%
< 1%
1%
1%
< 1%
43%
37%
8%
7%
4%
< 1%
< 1%
< 1%
< 1% International visitorsGerman visitors
Own car
Plane
Caravan/motor home
Coach
Train
Bicycle
Motorbike
Other
Hire car
39%
28%
28%
15%
20%
2%
8%
2%
2%
1%
55%
46%
35%
31%
31%
16%
8%
6%
4%
2% International visitorsGerman visitors
Information from the internet in general
Search engines
Town/city website
Elsewhere online
Accom. provider'swebsite
Travel website
Region's website
Federal state's website
Website of nat. tourism org.
Tour operator's website
information from the internet
16%
25%
9%
19%
7%
18%
23%
6%
12%
10%
7%
5%
2%
41%
42%
28%
21%
21%
14%
13%
17%
10%
12%
7%
4%
5%
International visitorsGerman visitors
Travel literature/travel guide
Friends
Local travel agent
Brochures for towns/countries etc.
Tour operator brochures
No information
Accommodation brochures
Someone else
Other information source
Tourism information
In person at the accommodation
Trade fair visit
Adverts/features in the media
Other information sources
Quality Monitor 2009-2011
33%
35%
6%
9%
5%
12%
65%
22%
10%
2%
1%
0% International visitorsGerman visitors
Hotel/B&B
Holiday apartments/private accom.
Campsite
Youth hostel etc.
Guesthouse
Specialist clinic
Holiday arrangements
Main form of transport for journey to destination
Question: What was the main form of transport you used to get to your holiday destination?
How holidaymakers obtain information
Question: Regardless of when you made your decision to come here, where and how did you obtain information about this holiday? Multiple answers permitted.
Choice of accommodation
Question: Where are you currently staying? 1)
Two thirds of all international visitors in Germany stay overnight in a hotel. One third of German visitors stay overnight in a hotel, one third in holiday apartments/private accommodation and one third in other forms of accommodation.
1) Youth hostel etc. = Recreation centres, holiday camps, boarding houses, youth hostels, wilderness huts
Holiday apartments/private accom. = Holiday apartments, holiday homes, self-catering accommodation, private accommodation
Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values, rounding differences may occur)
39%
28%
28%
15%
20%
2%
8%
2%
2%
1%
55%
46%
35%
31%
31%
16%
8%
6%
4%
2% International visitorsGerman visitors
Information from the internet in general
Search engines
Town/city website
Elsewhere online
Accom. provider'swebsite
Travel website
Region's website
Federal state's website
Website of nat. tourism org.
Tour operator's website
information from the internet
International visitors German visitors
58
53
49
29
25
28
16
15
12
8
9
5
4
4
4
3
2
1
1
1
1
<1
<1
26
19
17
48
20
19
14
8
4
19
5
10
12
7
9
1
3
15
2
2
1
<1
<1
City break
Cultural break
Sightseeing trip
Rest and relaxation holiday
Visit to a specific event
Family holiday
Trip to visit relatives
Shopping trip
Active holiday
Culinary trip
Walking/mountain holiday
Bathing holiday
Cycling/mountainbike holiday
Wellness/beauty holiday
Private & professional
Winter sports holiday
Holiday for health reasons
School trip
Training/club trip
Water sports holiday
Pilgrimage
Other
Fun holiday
75% 50% 35% 33%
Museums/exhibitions
Clubs/bars/
nightlife
Events feat. traditional
German customs/music
Festivals/events
International visitors who named culture and events among their holiday activities multiple answers permitted
Classical music
Theatre/comedy
Sports events
Opera/operettas Musicals Rock/
pop concerts
14% 5% 3% 3% 2% 7%
Quality Monitor 2009-2011
All visitors International visitors German visitors
92%
90%
81%
79%
75%
69%
69%
63%
62%
56%
96%
93%
91%
91%
86%
77%
71%
60%
59%
59%
92%
90%
80%
78%
76%
70%
67%
64%
61%
55%
Sampling local food & drink
Strolling around/exploring
Visiting cafés
Going to restaurants
Walking (nature)
Doing nothing/unwinding
Shopping
Individual excursions
Visiting natural attractions
Sightseeing
Sampling local food & drink
Strolling around/exploring
Individual excursions
Museums/exhibitions
Sightseeing
Visiting cafés
Shopping
Going to restaurants
Visiting natural attractions
Walking (nature)
Strolling around/exploring
Visiting cafés
Shopping
Walking (nature)
Sightseeing
Sampling local food & drink
Doing nothing/unwinding
Going to restaurants
Individual excursions
Visiting natural attractions
12345678910
Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values)
Types of holiday/holiday activities
Types of holiday
Question: Which of the following types of holiday would you say describes your trip? Multiple answers permitted.
Museums / exhibitions are particularly popular with visitors from abroad
Holidaymakers‘ top 10 activities in the destinations multiple answers permitted
Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values)
Mecklenburg-Western Pomerania is the top destination for rest and relaxation holidays
Question: Which of the following types of holiday would you say describes your trip? Multiple answers permitted.
Disabled-friendly facilities rated good to satisfactory
Question: Was your holiday disabled-friendly?
Around one in two international business visitors combined their business trip to Germany with a private stay
Question: What was your main reason for travelling?
Saxony, Berlin, Hamburg and Thuringia the most popular cultural destinations for international visitors
Question: Which of the following types of holiday would you say describes your trip? Multiple answers permitted.
Visitors’ overall satisfaction with their stay by federal state
k.A.
k.A.
Hamburg
Bremen
Saarland
Bavaria
Baden-Württemberg
Rhineland-Palatinate
North Rhine-Westphalia
Lower SaxonyBrandenburg
Saxony-Anhalt
ThuringiaHessen
Saxony
Schleswig-Holstein
Mecklenburg-Western Pomerania
Berlin
International visitors
German visitors
Mentions in %
Quality Monitor 2007-2011
n.a. = no figures available
7673
12
3742
5134 5023
4825
3325
3812
1724
4939
49
3742
5844
1523
5725
4236
Anmerkung: Qualitätsmonitor Deutschland 2007–2011*für diese Bundesländer nur kleine Fallzahlen
Hamburg
Bremen
Saarland
Bavaria
Baden-Württemberg
Rhineland-Palatinate
North Rhine-Westphalia
Lower SaxonyBrandenburg
Saxony-Anhalt
ThuringiaHessen
Saxony
Schleswig-Holstein
Mecklenburg-Western Pomerania
Berlin
International visitors
German visitors
3151
17k.A.
k.A.
2339
1950 1458
1757
2133
3286
6878
4257
43
2030
1023
4668 1854
3361
Mentions in %
Quality Monitor 2007-2011
n.a. = no figures available
International visitors
German visitors
6 = disappointed1 = delighted
People with restricted mobility
Physically disabled/wheelchair users
Blind/partially sighted people
Deaf/hard of hearing people
Visitors with pushchairs
2.8
3.1
3.2
2.9
2.5
2.3
2.4
2.6
2.4
2.1
Quality Monitor 2008-2009
International visitors
German visitors
All visitors
6 = disappointed1 = delighted
Baden-Württemberg
Bavaria
Berlin
Brandenburg
Bremen
Hamburg
Hessen
Mecklenburg-Western Pomerania
Lower Saxony
North Rhine-Westphalia
Rhineland-Palatinate
Saarland
Saxony
Saxony-Anhalt
Schleswig-Holstein
Thuringia
1.7
1.7
1.6
1.7
n.a.
1.8
1.8
1.7
1.6
1.7
n.a.
2.0
1.7
1.7
1.6
1.8
n.a.
1.7
1.8
1.7
2.0
1.9
2.0
2.3
1.7
1.7
2.0
1.8
2.0
n.a.
1.8
1.7
2.0
1.9
2.0
2.4
1.7
1.8
2.0
1.8
1.6
n.a.
1.9
1.6
1.7
1.9
2.0
1.8
Quality Monitor Germany 2007-201152%
48%
38%
62%
International visitorsGerman visitors
Business trip with private stay
Business trip without private stay
Accommodation €39
Eating out €18
Food shopping €5
Miscellaneous purchases €14
Leisure, entertainment etc. €8
Local transport at destination €3
Other services €5
Total for independent travellers1) €91
Expenditure on inclusive package2) €75
Other expenditure3) €53
Total for those on package tours1) €128
1) Rounding differences may occur 2) accommodation plus extras3) e.g. for restaurants, purchases etc.
€47
€23
€5
€21
€11
€5
€3
€115
€114
€90
€204
€37
€17
€5
€12
€7
€3
€5
€86
€59
€41
€100
International visitors
German visitors
All visitors
Landscape/scenery
Atmosphere/ambience
Townscape
Wellness/spa facilities
Active pursuits
Indoor attractions
Choice of events/entertainment
Activities for children
Arts/culture
1.7
1.7
1.7
1.9
2.3
2.3
2.2
2.7
2.2
1.6
1.8
1.9
1.8
2.1
2.4
2.3
2.5
2.6
International visitors
German visitors
6 = disappointed
1 = delighted
Overall satisfaction 1.9
Quality and choice 2.0
Accommodation 1.9
Food and drink 2.0
Opening times 2.1
Value for money 2.3
1.9
2.0
1.9
1.8
2.0
2.1
1.6
1.7
1.8
1.8
1.8
2.2
Low-lying mountain regions
City regions
Coastal regions
6 = disappointed1 = delighted
International visitors
German visitors
All visitors
6 = disappointed1 = delighted
Overall satisfaction
Accommodation
Food and drink
Opening times
Value for money
Quality and choice
1.8
1.9
1.8
2.0
2.2
1.9
1.8
1.8
1.8
1.9
2.2
1.8
1.8
1.9
1.8
2.0
2.2
1.9
Satisfaction
Holidaymakers‘ overall satisfaction with their stay
Overall satisfaction with holidays in Germany remains just as high (1.8) as it was in 2009/10. In terms of individual aspects, the scores for ‘Food and drink’ and ‘Opening times’ each improved by 0.1 points. International and domestic visitors rated ‘Opening times’, ‘Quality and choice’, ‘Landscape/scenery’, ‘Wellness/spa facilities’ and ‘Choice of events/entertainment’ better than in
Expenditure
The table below shows the average amount spent per day by visitors staying overnight in Germany. Please also note the following.
Expenditure by independent travellers is divided into the
following categories:
■ Accommodation: cost of staying overnight incl. breakfast, half/full board
■ Eating out: restaurants, cafés, fast food outlets
■ Food shopping: food bought in supermarkets, bakers, butchers, farm shops etc.
■ Miscellaneous purchases: all non-food purchases
■ Leisure, entertainment etc.: e.g. admission to cultural events, theme parks, fun pools, museums, sports events, user charges
■ Local transport at destination: e.g. for public transport, taxis, mountain railways, boat trips, organised excursions
■ Other services: e.g. parking fees, spa treatments and resort tax, services of all kind
Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values)
the previous year. Travellers from abroad also gave a better score to ‘Townscape’, while domestic tourists did the same for ‘Food and drink’.
Satisfaction of holidaymakers with individual aspects
Regional satisfaction ratings
Overall satisfaction with the city regions rose by 0.2 points on 2009/10, while the same score for the coastal and low-lying mountain regions remained high. In the cities, all aspects with the exception of ‘Value for money’ improved by either 0.1 or 0.2 points. ‘Food and drink’ and ‘Opening times’ achieved slightly better scores in the coastal regions. In the low-lying mountain regions, the score for ‘Quality and choice’ stayed the same; all other criteria were rated better.
www.germany.travel
44%
19%
14%
11%
7%
4%
2%
50%
6%
20%
11%
6%
5%
1%
International visitorsGerman visitors
Employed
Self-employed
Retired
Public-sector worker
Homemaker
Unemployed
In full-time educationcommunity service
Age category
Average age: 46.4 Average age: 47.1
14–19
20–29
30–39
40–49
50–59
60–69
70 +
German visitorsInternational visitors
1%
9%
26%
16%
1%
21%
28%
2%
11%
23%
18%
5%
19%
22%
6 = definitely not
1 = very definitely
All visitors
Percentage of responses
2.5 25% 44% 13%
1 2 3
German visitors
International visitors
All visitors
Region
2.2 26% 52% 6%Federal state
1.8 31% 60% 1%Germany
3.0 21% 32% 25%Region
2.8 21% 39% 19%Federal state
2.3 23% 51% 6%Germany
2.4 25% 45% 12%Region
2.1 26% 53% 6%Federal state
1.8 31% 61% 1%Germany
Socio-demographics and intention to return
Age structure of holidaymakers
Employment status of holidaymakers
Intention to return
A high intention to return gives Germany as a holiday destination plenty to build on. Out of all visitors, the vast majority (91%) said they would ‘very definitely’ or ‘definitely’ go on holiday in Germany again. This figure came out at 92 per cent for German visitors and 74 per cent for international visitors. In terms of specific destinations, the intention to return was somewhat lower.
Analysis of results, copy and realisation:dwif – Consulting GmbH, Sonnenstrasse 27, 80331 Munich, Germanywww.dwif.de, Manova GmbH, Trautsongasse 8, 1080 Vienna, Austriawww.manova.at
Participants in the Quality Monitor of German tourism 2011/2012BAYERN TOURISMUS Marketing GmbH, Berlin Tourismus & Kongress GmbH, City-Management und Tourismus Chemnitz GmbH, Congress- und Tourismuszentrale Nürnberg, Dresden Marketing GmbH, HAMBURG Tourismus GmbH, Leipzig Tourismus und Marketing GmbH, Marketing-gesellschaft Oberlausitz-Niederschlesien mbH, Ostfriesland Tourismus, Regensburg Tourismus GmbH, Stadtmarketing Mannheim GmbH, Tegernsee Tal Tourismus GmbH / Alpenregion Tegernsee-Schliersee e. V., Thüringer Tourismus GmbH, Tourismus Marketing Gesellschaft Sachsen mbH, Tourismusamt München, Tourismusverband Allgäu / Bayerisch-Schwaben e.V., Tourismusverband Erzgebirge e.V., Tourismusverband Franken e.V., Tourismusverband München-Oberbayern e.V., Tourismusver-band Sächsische Schweiz e.V., Tourismusverband Sächsisches Burgen- und Heideland e.V., Tourismusverband Sächsisches Elbland e.V., Tourismus-verband Vogtland e.V., Touristikverband Emsland e. V., weimar GmbH - Gesellschaft für Wirtschaftsförderung - Kongress- und Tourismusservice
Published byERV (Europäische Reiseversicherung AG), Rosenheimer Strasse 116, 81669 Munich, Germany, www.erv.de
Design:M.A.D. Kommunikation, www.mad-kommunikation.de
Picture credits:Cover: Concert lounge in the Post Tower, Bonn Beethoven Festival / German National Tourist Board: Anna-Lea Düppe / Jochen Knobloch / Roland Spielhofen
Edited by:Venus. Werbeagentur GmbH, www.venus-werbung.de
Nevertheless, 70 per cent of German visitors said they would either ‘very definitely’ or ‘definitely’ return to the visited region; just over one in two international visitors felt the same.
Holidaymakers' intention to return
Question: How likely is it that you will spend another holiday here in this region/federal state/in Germany within the next two to three years?