Germans prioritize affordability over environmental sustainability when planning holidays
In the ever-evolving landscape of travel, Germany is witnessing a significant shift in traveler preferences. A survey by the Hamburg-based Foundation for Future Studies has revealed some intriguing trends among German travelers in 2025.
Approximately two-thirds (64%) of older adults (65+) are embracing digital tools for travel planning, comparing offers, combining flights and accommodation, and opting for flexible, modular systems. This contrasts with only about a third of those under 30, demonstrating a notable difference in travel planning behavior between older and younger adults.
The results contradict common stereotypes, according to Ulrich Reinhardt, the scientific director of the Foundation for Future Studies. Older adults are demonstrating independence and confidence in their digital travel planning, challenging the notion that technology is solely the domain of the younger generation.
Sustainability is a key focus area in Germany’s travel sector, supported by government policies aimed at sustainable growth without compromising economic success. Travelers are shifting towards budget-friendly destinations and organized holidays, indicating a preference for planned and convenient trips possibly aligned with sustainable practices.
Digital planning is gaining strong traction, particularly through AI-powered itinerary tools that enable personalized, seamless trip design tailored to individual needs. These include virtual assistants and predictive technologies that enhance the travel planning experience.
Social media influences destination choice and travel trends, with an observable demand for last-minute getaways and trips inspired by online content. The rise in digital engagement complements the shift towards customizable trips, as travelers seek flexible options and curated experiences.
Germany's travel sector is rebounding strongly in 2025 despite a slight dip in domestic overnight stays in May. International visitor spending and total economic contribution have reached record highs, underscoring evolving traveler preferences amid economic pressures.
In summary, German travelers increasingly prefer sustainable, digitally planned, customizable trips influenced by social media trends and last-minute opportunities. This shift is backed by a robust, policy-supported tourism industry focused on sustainable economic growth. The survey findings suggest that travel providers should focus less on rigid all-inclusive packages and instead offer flexible modular systems to cater to this changing landscape. Additionally, five percent of respondents mentioned that vegetarian and vegan food offerings influenced their travel choices, indicating a growing awareness and interest in sustainable dining practices.
- Economic and social policy in Germany is supporting sustainable growth in the travel sector, aligning with travelers' growing preference for budget-friendly destinations and sustainable practices in their lifestyle.
- As technology advances, travel providers should consider offering flexible modular systems, taking into account the evolving trend of personalized, AI-powered itinerary tools and travelers' increased demand for customizable trips influenced by social media and online content, especially when it comes to last-minute getaways. Furthermore, a notable five percent of travelers are showing interest in vegetarian and vegan food options during their travels, indicating a growing awareness and interest in sustainable dining practices.
