Insight Department. Germany: Consumer Research

Transcription

1 Insight Department Germany: Consumer Research

2 Background VisitScotland undertakes research with consumers from Scotland s key international markets to keep up to date with consumer trends and attitudes. This document reports on consumer research from a variety of sources which include: VisitScotland visitor surveys VisitScotland research with consumers held on the VisitScotland database VisitBritain market profile information Overview Top holiday motivations for the German traveller include to relax/get away, recharge batteries & explore attractive scenery. Many German travellers are also keen walkers The classic beach holiday is still popular with the mainstream German market, German travellers are also keen tourers and many will seek to explore Scotland when here Nature is a bigger influence to Germans than other EU countries when deciding on a holiday. Environmental awareness has a strong tradition in politics and society German visitors to Scotland are typically affluent and well-educated, with interests in culture, outdoor activities and the environment. When in Scotland, there is a high propensity to tour and there is a relatively high level of repeat visitors amongst the German market Over 95% of the population in Germany speaks Standard German or German dialects as their first language (VisitBritain). However, according to VisitBritain very few German visitors to Britain will expect their host to speak German, the majority of young Germans will speak English and may even look forward to practising English when on holiday here. 1

3 Domestic holidays are popular, with many Germans holidaying in their own country. The Mediterranean is also a key destination for German holidaymakers (the sun is a big draw for many Germans). According to VisitBritain, destinations like Britain tend to attract more adventurous German travellers who are interested in exploring the destination. Research in 2011* with VisitScotland s German database highlighted the top 3 reasons/ motivations for German consumers going on holiday were: Holiday Types & Motivations 58% To learn about other countries and their way of life 54% To explore beautiful landscapes 53% To relax VisitScotland research* also found that the top 3 types of holiday undertaken by German holidaymakers abroad were: 71% Touring around a country by car sightseeing and stopping when I want 52% A short break visit to a particular city 38% A holiday mixing countryside and city (*Recipients of the above research were contacts on the VisitScotland database i.e. people who had expressed an interest in visiting Scotland). Germans tend to see Scotland as an ideal destination for romantic adventurers, best enjoyed on a round trip by car, where you can venture off the beaten track and enjoy unspoilt landscape with a touch of mysticism. Common associations which set Scotland apart from its competitors include the fascinating landscape, focus on heritage and tradition. These tourists are very tradition orientated and show less interest in modern culture & developments. Younger Germans however, who are more familiar with the modern culture in Scotland, show an increasing interest in short and city breaks. The image of Britain s youth culture in terms of fashion and music is very strong in Germany, and young Germans are keen to experience the nightlife in the cities. Perceptions of Scotland as a Holiday Destination According to VisitBritain, one-in-four visits to Britain were decided upon between one and three months in ahead of travel. Looking at Scotland specifically, research in 2010 with VisitScotland s German database found the average planning time for a Scottish holiday was 5 months; 40% started planning 3-6 months prior their trip; around a third started planning over 6 months before the trip. In terms of booking, the average time was 3 months prior to the trip. Planning and Booking 2

4 On Holiday in Scotland Research with VisitScotland s database in 2011 found that the key regions of origin for German visitors were Nordrhein-Westfalen, Baden-Wuerttemberg Bayern and Hessen and a significant proportion were repeat visitors (54%) Although touring is very popular, Germans also often combine town and country for a short break and will use cities as gateways, followed by 2-3 days exploring the surrounding countryside. Areas popular with German visitors included the Highlands, Edinburgh City, Loch Lomond & the Trossachs and Glasgow city. In terms of accommodation, visitors are warm towards B&B and guest houses, but hotels are also a popular choice. In terms of activities participated in, VisitScotland research with the German database in 2011 shows that the following activities topped the list: Enjoying scenery (83%) Visiting cities (77%) Visiting castles/ stately homes (74%) Trying local food (73%) Visiting historic sites (69%) Eating & drinking in pubs (68%) A bit further down the list, but notably popular amongst Germans compared to other nations, were: 58% Visiting whisky/ distilleries 43% Longer walk (over 2 miles) 34% Hill walking 23% Attending festivals/ special events 3

5 How to Use this Information Many German visitors are keen to sample the Scottish pub culture, and this is also a good place for them to meet locals, which is something they value. Are there any particular local pubs which you can recommend, possibly where they can also listen to traditional music? Many Germans, especially the younger visitors, are keen to practice their English language skills when in Scotland, so don t be offended if they reply in English to your well-meant attempt at speaking German with them. Some older visitors however, especially those from the Eastern parts of Germany, may not have learnt English at school. Does your business offer any services / translations in the German language? Information in German is usually available at the VisitScotland Information Centres, where some staff members can also assist in the German language. Contact details for all VICs are available here: German consumers are known to be very environmentally conscious. How green is your business, and can you do anything to improve your green credentials? This will appeal to your German customers. Germans are used to a high standard of living, and are generally happy to pay for quality. However, they will be dissatisfied if they feel that their expectations haven t been met. This typically relates to accommodation, where they re expecting the same standards as they would enjoy in their own home. Above all, cleanliness is of major importance. Walking is part of many German visitors itinerary, even if they are touring by car. Can you suggest any local walks to them, perhaps of different levels of difficulty? They may want to leave very early in the morning to start a particular walk - can you offer packed lunches or early breakfast if they stay with you? Scotland s beautiful scenery is a big draw for Germans, along with the history and culture. Anything which combines the two is sure to be a big hit - like a castle in a particularly scenic spot. Can you think of any local gems which combine history and landscape? If these are off-the-beaten (tourist) track, even better - German visitors are looking for unspoilt landscapes and a bit of wilderness, and particularly appreciate local tips which they can t find in guide books. To get involved in VisitScotland marketing campaigns with the German market, please visit our marketing opportunities website Tips for Business 4

6 Appendices Using and Interpreting Consumer Research Please note the following comments regarding research with the VisitScotland database: Recipients of the survey were current contacts on the VisitScotland database, i.e. people who have expressed an interest in visiting Scotland They opted in to participate in the survey The survey was branded VisitScotland All of the points above make these respondents much warmer to Scotland than the general population. This should be kept in mind when viewing the results. Links VisitScotland Research and Statistics VisitBritain Market Profiles Contact us Insight Department VisitScotland Ocean Point One 94 Ocean Drive Edinburgh EH6 6JH T: July 2012 Disclaimer: VisitScotland has published this report in good faith to update stakeholders on its activity. VisitScotland has taken all reasonable steps to confirm the information contained in the publication is correct. However, VisitScotland does not warrant or assume any legal liability for the accuracy of any information disclosed and accepts no responsibility for any error or omissions. Images: VisitScotland/Scottish Viewpoint and Thinkstock 5