quality monitor survey of tourism in germany · 2020. 9. 10. · italy,, •† ... sightseeing...

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


Arts and culture


Choice for tourists

Local attractions


Country/people

Landscape/scenery

Atmosphere/ambience

Value for money



Leisure/recreational facilities

Good experience/prev. visit

Healthy air/climate


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%


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%


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%


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




Museums/exhibitions

Sightseeing

Visiting cafés

Shopping



Walking (nature)


Visiting cafés

Shopping

Walking (nature)

Sightseeing


Doing nothing/unwinding




12345678910


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


Mecklenburg-Western Pomerania is the top destination for rest and relaxation holidays


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


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


German visitors

Mentions in %


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



Lower SaxonyBrandenburg

Saxony-Anhalt

ThuringiaHessen

Saxony

Schleswig-Holstein


Berlin


German visitors

3151

17k.A.

k.A.

2339

1950 1458

1757

2133

3286

6878

4257

43

2030

1023

4668 1854

3361

Mentions in %


n.a. = no figures available


German visitors


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



German visitors

All visitors


Baden-Württemberg

Bavaria

Berlin

Brandenburg

Bremen

Hamburg

Hessen


Lower Saxony



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%


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


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


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



German visitors

All visitors


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


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%


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


All visitors

Region

2.2 26% 52% 6%Federal state

1.8 31% 60% 1%Germany

3.0 21% 32% 25%Region


2.3 23% 51% 6%Germany

2.4 25% 45% 12%Region


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?

quality monitor survey of tourism in germany · 2020. 9. 10. · italy,, •† ... sightseeing...

Documents