2022 Travel Industry Outlook: German Travelers' Destination Wish List After Covid-19

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Using search listening methodology to explore travelers' wishes 📲

Search listening is the process of aggregating online searches to unveil consumers’ behaviors and expectations. When processed at scale, search data reveal powerful market trends and consumer insights.

Traveling is our healthy escape from our daily lives and we all want to make the most of it. As a result, many searches are typed into search engines like Google to prepare, plan and compare destinations before making any decisions, especially when flight prices are rising. 

This is where Trajaan can help your business by giving you the pulse of the market: we monitored 1800+ keywords related to international destinations searched online by German travelers from April-21 to April-22. Of course, not all searches are converted into trips but it provides you with valuable and relevant insights about attractive destinations and current travel trends. 

Trajaan platform

Almost 14,000,000 searches about destinations between nov-21 to april-22 in Germany 🇩🇪✈️

A great growth in online interest with +379% year-to-year on the observed keywords. 📈🌞

Spain, the undisputed leader in German traveler's destination wish list ✈️🇪🇸

There are so many possible destinations in the world. It has become hard for travel agencies or traveling market professionals to monitor all the trends. With the explosion of social media, some places can become trendy at the speed of light, and on the opposite, travelers can get bored just as fast. That’s why it is important to keep the big picture in mind and Trajaan provides you with a watchtower to spot changes in travelers’ behaviors. 

Here is the top-8 destinations for German travelers at the time (among 65+ different cities monitored). 

Thanks to its convenient climate and beautiful landscapes, Spain reaches the top destination on German online interest (almost 30% of overall searches). Mallorca is the most searched destination with more than 1,600,000 searches over the last 12 months.

Post Covid-19 new trends ✨🌇

As we all know, the Covid-19 crisis has kept every single plane on the tarmac for almost 2 years. However, this “epidemic” travel ban has caused a great deal of excitement for the reopening of airlines. But demands have changed and travelers do not reclaim historic destinations at the same speed. 

The travel industry is rapidly changing while influenced by many environmental factors (local economy, politics, climate, events…). In addition, the traveler’s demand depends on the season and weather. Do you prefer countryside? Sunny coasts? Mountains? Cities weekend? And why do you travel? Farniente? Tourism? Culture? Language? Business?

So many variables involved that it is difficult for any professional to get a clear overview of what is going on.

Indeed, our platform found that Spain does not appear in the top-8 growing destinations over the last 6 months, nor does Italy. While European destinations is rather searched for (we detect 7 European destinations in this top-8 best growth countries, the US emerges with +110% growth in searches over the last 6 months.

On the other hand, although Spain, Italy and France are mature destinations for Germans travelers, many fast-growing destinations are still generating low volumes and they can prove to be incredible opportunities for any travel professional: Finland, Norway or the Czech Republic etc.

There’s no accounting for taste 🗺

Searches are geo-targeted, which means they are a powerful source of insights to detect local specificities but most importantly, local opportunities for your marketing strategy! Start thinking about your consumers and marketing on a local basis !

Depending on where you live in Germany, the travel destination wishes might strongly differ. While Spain remains the favorite country in all German Länder, preferences for second place are very local. As a travel industry professional, you must adapt your offer or your marketing campaigns locally to achieve maximal gain and conversions.

→ Southeast Germany : United States

→ Berlin area: France

→ The rest: Italy

Second favorite destination (excl. Spain) - Germany

Greece, the trendy place 🇬🇷🏺

Greece’s appeal to German travelers is apparent in the steady stream of visitors who travel to the country every year. From its breathtakingly beautiful landscapes and crystal clear waters to its rich history and culture, there are plenty of reasons why German tourists love Greece.

  • 536,000 searches over the last 12 months (around 44k/month)

  • +76% growth in the last 3 months growth

  • Currently the 9th favorite destinations based on Google searches

Travel & Seasonality: the best moment to go 🌈🌦

With Trajaan and search engine data, marketers get powerful insight to adapt and therefore, spend their marketing budget throughout the year when it matters for their customers. As a travel industry professional, relying on precise and accurate data may change the course of your business, especially when it is highly competitive.

Destinations searches depend on the season. That is to say, sunny countries are mostly impacted by tourism during spring and summer. Interest in Italy (Sicily), Greece (Athens, Heraklion etc.) , Portugal (Porto & Lisbon), Spain (Malaga, Ibiza, Barcelona etc.), and France (Corsica, Marseille & Nice) increase with the return of warm temperatures and summer trip planning.

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