Overview

• Only 17 percent of German holidaymakers say sustainability matters more than cost when choosing their destinations.
• All age groups express a shared desire for individualized, flexible itineraries over prepackaged trips.
• More than two-thirds of travelers over 65 now plan and book holidays independently using digital tools, while under-30s largely stick with standard packages.
• Fourteen percent of respondents report drawing travel inspiration from social media and five percent factor in vegetarian or vegan dining options when selecting destinations.
• The Hamburger Stiftung für Zukunftsfragen study has prompted calls from Ulrich Reinhardt for travel providers to adopt customizable, modular booking systems to meet evolving demands.