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

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holiday

portals:HolidayCheck

users

in

GermanyConsumer

Insights

reportOctober2024Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHolidayCheck

users

inGermany:

who

theyare;

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

HolidayCheck

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

insightsWith

a

user

share

of

16%,

HolidayCheck

is

one

of

the

top

5

package

holidayportals

in

GermanyManagement

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

HolidayCheck

has

grown

compared

to

2021

Q1Management

summary:

brandusagetimelineTimeline

of

packagedholiday

bookersusing

HolidayCheck18%17%17%17%16%16%16%15%15%15%15%15%15%14%13%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=46

-

172

HolidayCheck

users,n=345

-

1062

packaged

holiday

bookersConsumer

Insights

Global

as

of

October

2024HolidayCheck

users

in

GermanyManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHolidayCheck

ismore

popularamongMillennials

thanother

packageholidayportals.Being

successful

ismore

important

toHolidayCheck

users

thanto

otherpackaged

holidaybookers.Itstands

out

that26%

ofHolidayCheckusers

saythatwhen

itcomes

totraveling,sustainabilityisimportant

tothem.X(Twitter)

ismore

popularamongHolidayCheck

users

thanthe

averagepackaged

holidaybooker.HolidayCheck

ismore

popularamongfemale

packaged

holiday

bookers

thanmale

packagedholiday

bookers.Fashion

and

beauty

arerelativelyprevalent

interests

of

HolidayCheckusers.HolidayCheck

users

remember

seeingadsinvideo

portalsmore

often

thanother

packaged

holidaybookers.27%

ofHolidayCheck

users

areinnovators

or

early

adopters

ofnewproducts.Compared

totheaverage

consumer,HolidayCheck

users

aremore

likely

tohaveahighincome.Cooking

or

baking

are

relatively

popularhobbiesamong

HolidayCheck

users.Arelatively

highshare

ofHolidayCheckusers

think

thatclimate

changeisanissuethatneedstobeaddressed.HolidayCheck

users

aremore

likely

toliveincities

withover

1millioninhabitants

than

packaged

holidaybookers

ingeneral.6Sources:Consumer

Insights

Global

as

of

October

2024CHAPTER

02Demographic

profile•

Generations•

Gender•

Education•

Income•

Household

classification•

Typeofcommunity•

LGBTQ+HolidayCheck

is

more

popular

amongMillennials

than

other

package

holidayportalsDemographic

profile:

generationsAgeof

consumersinGermanyBrand

users21%52%21%5%Category

usersAllrespondents17%38%33%35%12%21%33%12%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

youbookedapackage

holiday

fromin

the

past

12

months?’’;

Multi

Pick;Base:n=150

HolidayCheck

users,n=928

packaged

holiday

bookers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

2024HolidayCheck

is

more

popular

among

female

packaged

holiday

bookers

thanmale

packaged

holiday

bookersDemographic

profile:

genderGenderofconsumersinGermanyBrand

users38%62%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=150

HolidayCheck

users,n=928

packagedholiday

bookers,

n=35,917

allrespondentsSources:Consumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

HolidayCheck

users

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinGermany32%30%29%28%25%20%18%17%16%15%13%12%11%11%10%2%2%2%

2%1%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(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=150

HolidayCheck

users,n=928packaged

holiday

bookers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

the

average

consumer,

HolidayCheck

users

are

more

likely

to

havea

high

incomeDemographic

profile:

incomeShare

ofconsumersinGermany

inthehigh,

middle,

andlow

thirdsofmonthly

householdgrossincomeBrand

users53%31%17%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=150

HolidayCheck

users,n=928

packaged

holiday

bookers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Compared

to

other

packaged

holiday

bookers,

HolidayCheck

users

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinGermany

live41%35%30%28%27%24%24%16%11%9%9%9%7%

7%6%4%3%3%2%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

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=150

HolidayCheck

users,n=928

packaged

holiday

bookers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024HolidayCheck

users

are

more

likely

to

live

in

cities

with

over

1

million

inhabitantsthan

packaged

holiday

bookers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinGermany25%25%24%24%24%24%22%20%20%17%17%16%16%15%13%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=150

HolidayCheck

users,n=928

packaged

holidaybookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202410%

of

HolidayCheck

users

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinGermanyBrand

users10%87%3%Category

usersAllrespondents7%87%7%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=150

HolidayCheck

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•

SportsfollowedBeing

successful

is

more

important

to

HolidayCheck

users

than

to

otherpackaged

holiday

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinGermany61%58%53%44%42%41%41%32%33%38%36%32%36%35%27%31%31%29%27%18%21%

21%21%18%13%10%15%14%12%11%AhappyrelationshipSafety

andsecurityMaking

myown

decisionsHavingagood

timeTobesuccessful

Anhonest

andrespectable

lifeSocial

justiceLearningnew

thingsTraditionsAdvancingmy

careerBrand

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=150

HolidayCheck

users,n=928

packagedholiday

bookers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Fashion

and

beauty

are

relatively

prevalent

interests

of

HolidayCheck

usersConsumer

lifestyle:

main

interestsTop10

interestsofHolidayCheckusersinGermany65%59%57%55%55%49%50%48%48%

48%40%43%43%42%40%34%40%37%37%36%32%28%31%29%33%31%26%31%26%24%TravelFood

&diningMovies,TVshows&musicHealth

&fitnessFashion&beautyHome

&gardenFamily

&parentingCareer

&educationScience

&technologyHistoryBrand

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=150

HolidayCheck

users,

n=928

packaged

holidaybookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024Cooking

or

baking

are

relatively

popular

hobbies

among

HolidayCheck

usersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHolidayCheckusersinGermany58%52%52%52%51%47%46%45%45%44%

44%33%44%43%40%38%42%40%39%38%36%34%34%Pets34%

33%28%33%30%23%18%Cooking/bakingTravelingSocializingShoppingOutdooractivitiesDoing

sportsandfitnessReadingGardeningandplantsCars/vehiclesBrand

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=150

HolidayCheck

users,n=928

packagedholidaybookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024HolidayCheck

users

are

more

likely

to

play

badminton

than

other

packagedholiday

bookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHolidayCheckusersinGermany30%27%27%25%26%25%23%20%20%19%19%18%18%17%17%15%14%14%13%13%13%11%11%10%9%8%8%8%6%6%Fitness,aerobics,

cardioRunning/joggingSwimming/DivingHikingSoccerDancingCyclingBadmintonYoga

/pilatesBasketballBrand

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=87

HolidayCheck

users,

n=928packaged

holiday

bookers,n=17,668

all

respondentsConsumer

Insights

Global

as

of

October

2024HolidayCheck

users

are

more

likely

to

follow

American

football

than

the

averageconsumerConsumer

lifestyle:

sports

followedTop10

sports

followed

byHolidayCheckusersinGermany31%26%26%14%14%13%11%10%10%10%10%

10%10%9%9%9%9%8%8%8%8%8%8%7%7%7%7%7%6%5%SoccerAmericanfootballTennisBasketballAthletics(track&field)CyclingBoxingHandballWinter

sportsMotorsportsBrand

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=53

HolidayCheck

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

26%

of

HolidayCheck

users

say

that

when

it

comes

totraveling,

sustainability

is

important

to

themConsumer

attitudes:travelAgreementwithstatements

towards

travel

inGermany55%54%51%49%41%40%38%35%32%26%24%23%19%17%16%Iwant

to

experiencesomething

uniqueduringmy

travelsWhen

I’mon

vacation,Iusemy

smartphoneasaguideWhen

itcomes

totraveling,Ialways

look

traveling,sustainabilityforthecheapest

offerCategory

usersWhen

itcomes

toIadjustmytravel

planson

thebasisof

travelrequirements

andisimportant

tomegovernment

regulationsBrand

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=150

HolidayCheck

users,n=928

packaged

holidaybookers,

n=5,985

all

respondentsConsumer

Insights

Global

as

of

October

202427%

of

HolidayCheck

users

are

innovators

orearly

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinGermany39%38%37%36%33%25%22%17%14%13%11%9%2%2%1%InnovatorsEarly

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=150HolidayCheck

users,n=928

packagedholiday

bookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024A

relatively

high

share

of

HolidayCheck

users

think

that

climate

change

is

anissue

that

needs

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

Germany

accordingto

HolidayCheckusers51%51%50%49%45%44%42%43%43%38%39%37%41%38%36%40%38%38%

34%34%37%32%33%36%34%33%32%31%28%28%Rising

prices/inflation/cost

of

livingImmigrationCrimeHousingClimatechangeHealth

andsocial

securityEducationEconomicsituationEnvironmentPovertyBrand

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=150

HolidayCheck

users,n=928

packaged

holiday

bookers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

202439%

of

HolidayCheck

users

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinGermanyBrand

users22%39%43%26%23%13%15%Category

usersAllrespondents19%19%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=150

HolidayCheck

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

touchpointsX

(Twitter)

ismore

popular

among

HolidayCheck

users

than

the

averagepackaged

holiday

bookerMarketing

touchpoints:social

media

usageSocial

mediausageinGermany

bybrand63%66%65%65%64%57%61%58%63%49%40%

40%30%24%22%27%20%24%22%13%19%12%20%19%15%15%11%10%9%7%Instagram

FacebookYouTubeTikTokSnapchatLinkedInX(Twitter)TwitchRedditBrand

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=107

HolidayCheck

users,n=678

packaged

holiday

bookers,n=26918

all

respondentsConsumer

Insights

Global

as

of

October

2024HolidayCheck

users

tend

to

go

to

the

movies

more

often

than

packaged

holidaybookers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinGermany

havebeen

using

inthepast4weeks84%81%72%79%77%76%73%64%66%55%

51%47%52%51%49%48%46%44%38%44%34%41%33%39%27%39%31%31%28%23%25%23%17%DigitalvideocontentTVRadioDigitalmusiccontentMagazinesMovies

/cinemaOnlinenewswebsitesPodcastsDailynewspapersOnlinemagazinesWeeklynewspapersBrand

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=150

HolidayCheck

users,n=928

packagedholiday

bookers,

n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024HolidayCheck

users

remember

seeing

ads

in

video

portals

more

often

thanother

packaged

holiday

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHolidayCheckusersinGermany

havecome

across

digitaladvertisinginthepast4weeks55%49%49%45%44%40%41%41%42%41%40%38%37%34%32%30%28%24%29%

28%24%27%27%25%24%22%19%19%14%17%Video

portals

Search

engines

Social

mediaOnlinestores

Video

streaming

Video

gamesservicesWebsitesandappsof

brandsMusicportalsNewslettersPodcastsBrand

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=150

HolidayCheck

users,n=928

packagedholiday

bookers,n=35,917

all

respondentsConsumer

Insights

Global

as

of

October

2024HolidayCheck

users

remember

ads

they

got

by

mail

less

often

than

otherpackaged

holiday

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinGermany

havecome

across

non-digital

advertisinginthe

past

4weeks42%42%41%40%40%39%39%39%38%30%38%37%36%36%35%33%32%31%30%23%23%20%19%14%Directly

inthestoreOnadvertisingspacesOntheradioInprintedmagazinesandjournalsOnTVBy

mailshot

/advertisingmailInprinteddailynewspapersAtthemovies/cinemaon

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=150

HolidayCheckusers,n=928

packagedholiday