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Research report

Digital footprints: Discovering online traveler needs in Germany

This research gives a fresh snapshot of traveler behavior and sentiment in Germany.

Taking the time to analyze and discern travelers’ needs and responding accordingly is essential. Our objective in producing this report is to help online travel agencies visualize themselves as the traveler and follow in their footsteps as they chart a course along a shifting online landscape.

Although this research was conducted prior to the outbreak of COVID-19, it still provides a solid foundation for understanding traveler behavior and sentiment in Germany. Key findings include:

Value for money comes out on top

In Germany, value for money (68%) was found to be the most important factor when choosing an online travel agency. A ‘best price’ offer was prioritized over a website that was well-known and trusted or that had been used in the past. However, it is interesting to note that being a wellknown site tends to be of much higher importance for those

aged over 55+ in comparison to younger age groups, who are more likely to take a chance on less-established brands.

Further to this, costs in the booking process were a major hindrance and a main cause for online abandonment of purchases. Customers said they did not complete their booking due to hidden fees (24%), or where the offer was no longer available (20%), or because they found a cheaper deal elsewhere (16%).

Friends and family are key to the decision-making process

For Germans, close relations are shown to be important and highly influential when it comes to choosing new travel destinations. Forty-five per cent of Germans said that family and friends are most likely to influence theirdecision, followed by television programs (33%) and travel magazines (24%).

With social media taking an increasing hold on everyday living, it was interesting to discover that social posts from influencers are only a minor contributing factor to travel bookings, with just 11% of respondents noting that these had an influence on their decision-making process.

Download the report to learn more

Frederic Barou
Senior Vice President,
Online Travel,
Northern, Central and Southern Europe

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Digital footprints: Discovering online traveler needs in Germany

This research gives a fresh snapshot of traveler behavior and sentiment in Germany.

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