机构研究报告-德国度假套餐预订用户分析报告：fti touristik -外文培训课件

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，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSPackage

holiday

portals:

FTITouristik

users

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofFTITouristik

usersinGermany:

whotheyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

toRegion:

56countriesbenchmark

FTITouristik

users

inGermany

(’’brandusers’’)

againstGerman

packagedholiday

bookers

ingeneral

(’’category

users’’),

and

theoverall

Germanconsumer,

labelled

as

’’all

respondents’’

inthe

charts.Numberof

respondents:•

12,000+

forcountries

with

theextended

survey(including

Germany)•

2,000+

forthebasicsurveyThereport

isupdatedquarterly

andisbased

on

dataSample:

Internet

users,

aged18–64,quotasset

ongender

and

agefrom

theConsumer

InsightsGlobal

survey,

aninternational

survey

thatcovers

more

than15,000brandsacross

56

countries.Fieldwork:•

Continuousfrom

JanuarytoDecember•

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

October

2024Sources:CHAPTER

01Management

summary•

Brand

usage•

Key

insightsFTI

Touristik

is

the

sixth

most

used

package

holiday

portal

in

Germany

with

TUIin

first

placeManagement

summary:

brandusageand

competitionTop10

most

used

package

holiday

portals

inGermanyTUIalltours27%17%17%16%Ab-in-den-urlaubHolidayCheckExpedia15%FTITouristiklastminuteeDreams13%6%6%ebookers6%6%LidlReisen4Notes:"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=928

packagedholiday

bookersSources:Consumer

Insights

Global

as

of

October

2024The

market

share

of

FTI

Touristik

has

declined

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

packagedholiday

bookersusing

FTITouristik17%17%16%15%13%13%13%13%13%13%12%12%12%12%11%2021

Q1

2021

Q2

2021

Q3

2021

Q4

2022

Q1

2022

Q2

2022

Q3

2022

Q4

2023

Q1

2023

Q2

2023

Q3

2023

Q4

2024

Q1

2024

Q2

2024

Q35Notes:Sources:"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=55

-

136

FTI

Touristik

users,n=345

-

1062

packagedholiday

bookersConsumer

Insights

Global

as

of

October

2024FTI

Touristik

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsFTITouristik

is

more

popularamongMillennials

thanother

packageholidayportals.Success

and

career

advancement

arerelatively

important

to

FTITouristikusers.Itstands

out

that30%

ofFTITouristikusers

saythatwhen

itcomes

totraveling,sustainabilityisimportant

tothem.Instagramismore

popularamong

FTITouristik

users

thantheaveragepackaged

holidaybooker.There

is

afairlyeven

splitofmale

andfemale

FTITouristik

users.Sportsisarelatively

prevalent

interestof

FTITouristik

users.FTITouristik

users

remember

seeingadsinvideo

gamesmore

often

thanother

packaged

holidaybookers.27%

ofFTITouristik

users

areinnovators

or

early

adopters

ofnewproducts.FTITouristik

hasalarger

share

ofuserswith

ahigh

income

than

other

packageholiday

portals.Photography

isarelatively

popularhobbyamong

FTITouristik

users.Arelatively

highshare

ofFTITouristikusers

think

thattheeconomic

situationisanissuethatneedstobeaddressed.FTITouristik

users

are

more

likely

to

liveincitieswith

over

1million

inhabitantsthan

packaged

holiday

bookers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+FTI

Touristik

is

more

popular

among

Millennials

than

other

package

holidayportalsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users18%17%50%27%4%Category

usersAllrespondents38%33%35%12%12%21%33%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;

Multi

Pick;Base:n=117

FTITouristik

users,n=928

packaged

holiday

bookers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

2024There

is

a

fairly

even

split

of

male

and

female

FTITouristik

usersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users52%48%Category

usersAllrespondents47%53%50%50%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:

n=117

FTI

Touristik

users,n=928

packaged

holiday

bookers,n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

202445%

of

FTI

Touristik

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany33%32%30%28%25%20%18%17%16%14%13%11%11%10%10%2%

2%

2%Bachelor

degree

Master

degree

Doctoral

degree1%

1%1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=117

FTI

Touristik

users,n=928packaged

holiday

bookers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024FTI

Touristik

has

a

larger

share

of

users

with

a

high

income

than

other

packageholiday

portalsDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users55%27%18%17%Category

usersAllrespondents50%33%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

youbookeda

packageholidayfromin

the

past

12

months?’’;Multi

Pick;Base:n=117

FTI

Touristik

users,n=928

packaged

holiday

bookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

packaged

holiday

bookers,

FTI

Touristik

users

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live49%35%30%28%24%24%17%16%11%9%9%7%

7%7%6%5%4%3%3%

3%Other2%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;MultiPick;Base:n=117

FTITouristik

users,n=928

packaged

holiday

bookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024FTI

Touristik

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

packaged

holiday

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany29%28%25%24%24%24%22%20%19%17%16%16%14%13%10%Rural

communitySmall

townMedium-sized

townCategory

usersLarge

cityCitywithover

1million

inhabitantsBrand

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=117

FTI

Touristik

users,n=928

packaged

holiday

bookers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

20248%

of

FTI

Touristik

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users8%7%7%89%3%Category

usersAllrespondents87%7%84%9%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=117

FTI

Touristik

users,n=928packaged

holiday

bookers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

03Consumer

lifestyle•

Lifevalues•

Main

interests•

Hobbies

&leisure

activities•

Sportsactivities•

SportsfollowedSuccess

and

career

advancement

are

relatively

important

to

FTITouristik

usersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany61%53%49%44%44%44%42%41%38%36%

36%35%27%27%32%32%31%29%18%19%21%

21%21%21%20%13%15%12%11%10%AhappyrelationshipHavingagood

timeSafety

andsecurityAnhonest

and

Tobesuccessful

Social

justicerespectable

lifeAdvancingmy

careerMaking

myown

decisionsLearningnew

thingsTraditionsBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

bookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:

n=117

FTI

Touristik

users,n=928

packaged

holiday

bookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Sports

is

a

relatively

prevalent

interest

of

FTI

Touristik

usersConsumer

lifestyle:

main

interestsTop10

interestsofFTITouristikusersinGermany65%55%55%50%49%48%48%48%47%45%44%43%41%40%34%40%40%31%34%34%33%33%33%31%26%32%26%32%24%29%TravelMovies,TVshows&musicSportsHealth

&fitnessFood

&diningHome

&gardenCareer

&educationFinance&economyHistoryVehicles

&mobilityBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

packageholiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=117

FTITouristik

users,n=928

packagedholidaybookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Photography

is

a

relatively

popular

hobby

amongFTI

Touristik

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofFTITouristikusersinGermany58%52%50%47%47%45%44%

44%33%44%43%38%42%40%38%38%36%34%33%34%Pets33%32%

28%27%32%28%28%27%19%17%TravelingSocializingDoing

sportsandfitnessOutdooractivitiesCooking/bakingShoppingTech

/computersGardeningandplantsPhotographyBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;Base:

n=117

FTI

Touristik

users,n=928

packaged

holidaybookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024FTI

Touristik

users

are

more

likely

to

play

basketball

than

other

packaged

holidaybookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofFTITouristikusersinGermany27%26%25%26%25%25%24%21%20%20%20%19%19%13%18%16%15%14%14%13%13%11%10%10%9%8%8%8%6%6%Fitness,aerobics,

cardioHikingRunning/joggingSwimming/DivingCyclingSoccerBasketballBadmintonDancingYoga

/pilatesBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

bookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=67

FTITouristik

users,n=928packaged

holiday

bookers,n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024FTI

Touristik

users

are

more

likely

to

follow

mixed

martial

arts

than

otherpackaged

holiday

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byFTI

TouristikusersinGermany32%31%26%16%16%15%15%13%12%11%11%11%10%10%10%10%9%8%8%8%8%8%7%7%7%7%6%6%4%3%SoccerAmericanfootballHandballBasketballBoxingMotorsportsMixedMartial

ArtsAthletics(track&

field)IceHockeyWinter

sportsBrand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=55

FTI

Touristik

users,n=928

packagedholiday

bookers,n=11,916

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

04Consumer

attitudes•

Attitudestowards

traveling•

Innovation

adoption•

Challenges

facing

thecountry•

Politics21Itstands

out

that

30%

of

FTI

Touristik

users

say

that

when

it

comes

to

traveling,sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inGermany58%54%51%50%41%38%38%35%33%32%30%24%19%17%16%When

I’mon

vacation,Iusemy

smartphoneasaguideIwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,Ialways

lookforthecheapest

offerIadjustmytravel

planson

thebasisof

travelrequirements

andWhen

itcomes

totraveling,sustainabilityisimportant

tomegovernment

regulationsBrand

usersCategory

usersAllrespondents22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

Multi

Pick;

Base:

n=117

FTI

Touristik

users,n=928

packagedholiday

bookers,n=5,985

all

respondentsConsumer

Insights

Global

as

of

October

202427%

of

FTI

Touristik

users

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany38%37%36%36%33%25%20%17%17%14%13%9%3%Innovators2%1%Early

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past12

months?’’;Multi

Pick;Base:

n=117

FTI

Touristikusers,n=928

packagedholiday

bookers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

FTI

Touristik

users

think

that

the

economic

situation

isan

issue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

FTI

Touristikusers51%51%50%47%47%44%44%42%38%38%

37%39%35%38%38%34%38%37%37%36%36%34%33%28%28%32%27%31%31%26%HousingImmigrationEconomicsituationClimatechangeHealth

andsocial

securityRising

prices/inflation/cost

of

livingEducationCrimeEnvironment

UnemploymentBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=117

FTI

Touristik

users,

n=928

packaged

holiday

bookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

packaged

holiday

bookers,

FTI

Touristik

users

tend

to

havemore

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users20%19%19%38%29%14%15%Category

usersAllrespondents43%23%41%20%19%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

providers

have

youbookedapackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=117

FTI

Touristik

users,n=928

packaged

holiday

bookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024CHAPTER

05Marketing

touchpoints•

Social

media

usage•

Media

usagebychannel•

Digitaladvertising

touchpoints•

Non-digital

advertising

touchpointsInstagram

ismore

popular

among

FTI

Touristik

users

than

the

average

packagedholiday

bookerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand80%68%64%57%61%58%63%

63%54%49%40%

40%37%24%35%25%22%13%20%19%12%20%11%19%18%17%15%10%4%2%Instagram

FacebookYouTubeTikTokSnapchatLinkedInTwitchX(Twitter)FlickrBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Whatsocial

media

platforms

do

youuse

regularly?This

does

notinclude

instant

messengerssuch

as

WhatsApp.’’;

Multi

Pick;

"Which

ofthese

providers

have

youbookeda

package

holiday

fromin

the

past12

months?’’;

MultiPick;Base:n=84

FTITouristik

users,n=678

packagedholiday

bookers,

n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024FTI

Touristik

users

tend

to

go

to

the

movies

more

often

than

packaged

holidaybookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks87%84%77%73%72%69%66%

66%64%58%52%51%49%47%47%44%34%44%43%41%33%39%27%39%31%38%38%

38%28%30%23%17%23%TVDigitalvideocontentRadioMovies

/cinemaDigitalmusiccontentMagazinesDailynewspapersPodcastsOnlinenewswebsitesOnlinemagazinesWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

youbooked

apackage

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=117

FTI

Touristik

users,

n=928

packagedholiday

bookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024FTI

Touristik

users

remember

seeing

ads

in

video

games

more

often

than

otherpackaged

holiday

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereFTITouristikusersinGermany

have

come

across

digital

advertisinginthepast4weeks49%48%45%45%44%42%41%41%42%40%39%39%38%38%38%37%34%31%30%28%28%27%26%24%24%22%22%19%17%14%Social

mediaOnlinestoresVideo

portals

Search

engines

Video

games

Video

streaming

NewslettersservicesWebsitesandappsof

brandsEditorialwebsitesandappsPodcastsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

apackage

holiday

from

in

the

past12

months?’’;

Multi

Pick;

Base:

n=117

FTI

Touristik

users,n=928

packagedholiday

bookers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024FTI

Touristik

users

remember

ads

they

saw

in/at

the

movies/cinema

more

oftenthan

other

packaged

holiday

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks46%39%45%44%42%42%40%40%38%38%37%37%30%36%36%35%33%32%31%30%23%23%19%14%OntheradioOnTVDirectly

inthestoreOnadvertisingspacesInprintedmagazinesandjournalsAtthemovies

By

mailshot

/Inprinteddailynewspapers/cinemaadvertisingmailon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

youbooked

a

package

holiday

fromin

the

past

12

months?’’;Multi

Pick;Base:n=117

FTI

Touristikusers,n=928

packag