German Tourism: Sustainability High Priority, Low Booking Impact

German tourists consider sustainability an important aspect of travel, but this concern does not significantly influence their booking decisions. This key insight was highlighted by the German Travel Association (DRV) President Norbert Fiebig at the fvw travelTalk in Berlin, a finding supported by a recent survey conducted by the research association RA.

German Tourists’ Perception and Willingness to Pay

The RA survey revealed that over 80% of German travelers regard sustainability as "important" or "very important." However, only 6% state that sustainability is the decisive factor in their travel choice, a percentage only slightly higher than in previous surveys. When it comes to financial commitment, almost a third of respondents are willing to spend more money for sustainable travel offers. Specifically, just over 20% are prepared to pay up to 5% more, while only 8% are willing to spend more than 10% extra. The majority, just under 70%, are not willing to spend more money for sustainable travel, with over 60% not prepared to spend more than 5%.

Primary Booking Factors and Industry Offerings

The survey clearly indicates that other factors take precedence over sustainability when German tourists book their trips. The most important criterion is value for money (price-performance ratio), followed by flexibility, which includes cancellation and rebooking options. Trust in the organizer or travel agent, the quality of services, and personal recommendations also rank higher than specific sustainability criteria in influencing booking choices. Despite sustainability not being a primary booking driver, tour operators already offer a wide range of sustainable travel options. The demand for sustainable travel is still expected to continue to increase in the future.

Key Points

• Over 80% of German travelers consider sustainability "important" or "very important."
• Only 6% of German travelers state sustainability as the decisive factor in their travel choice.
• The percentage of travelers for whom sustainability is a decisive factor is only slightly higher than in previous surveys.
• Almost a third of German travelers are willing to spend more money for sustainable offers.
• Only 8% are willing to spend more than 10% more for sustainable offers.
• Just over 20% are prepared to pay up to 5% more for sustainable offers.
• Just under 70% of German travelers are not willing to spend more money for sustainable travel.
• Over 60% of German travelers are not willing to spend more than 5% for sustainable travel.

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