Tourism and Hospitality

Tourism and Hospitality

A Place for Business and Pleasure

Market Potential

Hospitality Industries - Restaurants and Hotels

According to the German hotel and restaurant association DEHOGA, consumers in Germany are becoming ''choosier'' when looking for a place to dine and/or stay. As many businesses and private consumers curb spending, they search for ''added value'' to make the investment in hospitality and travel services worthwhile.

When choosing a restaurant, today's consumers are looking for coziness and quality service, but they are also interested in new experiences. The latest trends include organic or regional foods, light international dining, upscale fast food, takeout meals and event catering. Consumers place great value on a uniquely stylish and homey atmosphere with attentive, genuinely hospitable personnel. Meals are expected to be fresh, high-quality and attractively presented.Open kitchens enjoy growing popularity.

While looking for hotels, consumers generally make their decisions based on affordability, reliability, memorability and specialization. As a result, hotels competing on a cost, brand name or design basis. Health, fitness and age group related products are growing in popularity. Also, the luxury hotel sector is on the upswing, e.g. in Berlin, several 5-star hotels have opened in recent years.

According to the German National Tourist Board's 2011 survey, German hotels can also compete internationally on the basis of affordability. The average prices for hotels in Germany is EUR 94 per night. In comparison to the EU-average of EUR 101, Germany remains very reasonably priced. To access the complete Incoming Tourism Germany survey results, please click on the download link available on the right.


The German travel and tourism markets possess tremendous potential for both tour operators and travel agencies. Germans are known for their ''travel bug,'' whether on vacation or in the office, and they spend plenty of time on both domestic and international trips. As the statistical office of the European Union EUROSTAT reports, Germany is the biggest domestic tourism market within Europe with an average of four nights that a German annually spends in German hotels. A third of Germans holiday trips longer than 5 days are spent within Germany. In contrast, 70% of all longer holidays are spent abroad, with the Mediterranean Sea as the most popular destination (DZT, 2014). In 2013, almost a third of all vacation trips longer than 5 days were booked online, demonstrating that German tourists are also easily accessible for international tourism and travel providers (VIR, 2013).

As a tourist destination, Germany has made a name for itself around the globe. The most international visitors in 2013 came from the Netherlands, Switzerland, the United States, the United Kingdom, and Italy. A few German travel locations remain of particular interest to tourists from all over the world. In 2013, for example, international and domestic travelers alike spent the most time in the well-known tourist destinations of Bavaria, Berlin, Baden-Württemberg, North Rhine Westphalia and Hesse. The top five city-destinations for all tourists in 2013 were Berlin, Munich, Frankfurt am Main, Hamburg and Cologne (DTZ, 2014).

Business Travel

Germany is the biggest business travel market in Europe (Global Business Travel Association 2014). The business travel sector composes an attractive subsector of the travel industry. Most companies (with or without TMS) use at least online portals and stationary travel agencies to plan and book business travels, depending on the complexity and required flexibility of travels (VDR 2014). Also, the sheer volume of this market makes it equally interesting for both domestic and foreign travel service providers. The VDR reports that 10 million German business travelers took a total of 171.1 million trips amounting to EUR 48.2 billion in 2013. The average trip was 2.1 days in length and cost EUR 310. In 2013, German business travelers spent 44.8 million nights in hotels in Germany and 16.6 million nights abroad. The fact that 91% of those nights were spent in midscale and upper midscale- hotels indicates the market potential for this type of accommodation (VDR 2014).


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