Berlin, Germany – SiteMinder, the name behind the only software platform that unlocks the full revenue potential of hotels, has today released more data from its 2023 Changing Traveller Report, highlighting differences in accommodation preferences, by generation, throughout Germany. The results come from the survey data of more than 839 German travellers.
Domestic vs international travel planning
Of the 12 countries that SiteMinder spoke to, German travellers are the most likely to travel internationally only in the next 12 months, ahead of those from the UK and Thailand. At 62%, Gen Z Germans (18-26 year olds) lead the nation for international only planning, however each generation is significantly more likely to travel only internationally, year-on-year.
“I plan to travel internationally only in the next year” 2022 vs. 2023:
| Gen Z (b. 1997-2005) |
Millennials (b. 1981-1996) |
Gen X (b. 1965-1980) |
Baby Boomers (b. 1946-1964) |
Radio Babies (b. 1928-1945) |
|
| 2022 | 38% | 33% | 31% | 30% | 27% |
| 2023 | 62% | 59% | 56% | 50% | 51% |
Plans to travel only within Germany have also increased, with Radio Babies the most likely to do so.
“I plan to travel domestically only in the next year” 2022 vs. 2023:
| Gen Z (b. 1997-2005) |
Millennials (b. 1981-1996) |
Gen X (b. 1965-1980) |
Baby Boomers (b. 1946-1964) |
Radio Babies (b. 1928-1945) |
|
| 2022 | 18% | 23% | 26% | 35% | 32% |
| 2023 | 24% | 27% | 29% | 39% | 41% |
In light of these shifts, while in 2022 an average of 41% said they would travel both internationally and within Germany, in 2023 this has fallen across all age groups, as bigger international trips become prioritised.
“I plan to travel both internationally and domestically in the next year” 2022 vs. 2023:
| Gen Z (b. 1997-2005) |
Millennials (b. 1981-1996) |
Gen X (b. 1965-1980) |
Baby Boomers (b. 1946-1964) |
Radio Babies (b. 1928-1945) |
|
| 2022 | 45% | 44% | 43% | 35% | 41% |
| 2023 | 14% | 14% | 15% | 11% | 8% |
Further shifts towards specific apps when shopping for accommodation
Online continues to become a bigger source of inspiration for all German travellers as they plan their stay, according to SiteMinder’s data, with recommendations from friends dropping by 3%, year-on-year.
Search engines are not gaining traction as this shift occurs however, dropping from 32% to 27% as the first step in planning, while direct searches within specific apps, for example Booking.com are, jumping from 19% to 23% year-on-year. This trend does not apply to Gen Z travellers however, the only age group planning to make greater use of search engines for accommodation inspiration, this year (2022: 34% vs. 2023: 36%).
When making a booking, all generations are unanimous in their preference for booking platforms or apps like Booking.com or Kurzurlaub.de, with younger travellers leading, and direct bookings in second place for all Germans.
| Gen Z (b. 1997-2005) |
Millennials (b. 1981-1996) |
Gen X (b. 1965-1980) |
Baby Boomers (b. 1946-1964) |
Radio Babies (b. 1928-1945) |
|
| Booking via a platform or app | 41% | 36% | 37% | 28% | 26% |
| Booking via a property’s website | 19% | 20% | 20% | 15% | 24% |
When booking online, an average of 44% have abandoned a booking due to a poor experience, with younger travellers the most unforgiving (Gen Z: 66%, Millennials: 55%, Gen X: 30%, Baby Boomers: 14%, Radio Babies: 17%).
Each age group in Germany is adapting differently to price increases
Higher accommodation prices are having an influence on choices for all age groups, according to SiteMinder, with younger travellers the most impacted.
| Gen Z (b. 1997-2005) |
Millennials (b. 1981-1996) |
Gen X (b. 1965-1980) |
Baby Boomers (b. 1946-1964) |
Radio Babies (b. 1928-1945) |
|
| Price increases have had an influence on my choice of accommodation | 87% | 81% | 69% | 65% | 62% |
Sixteen percent of Radio Babies will opt for a shorter stay, versus 11% nationwide, 26% of Millennials will hunt down a package deal, compared to an average of 20%, while 17% of Gen Zs will opt for a lower star rating, compared to an average of 8%.
Less plan to work on site as the need for an elevated experience grows
When questioned about the most important change to accommodation’s ‘role’ year-on-year, 24% of Germans are seeking a ‘great experience’ more now versus the year prior, a desire more pronounced among younger travellers (Gen Z: 35%, Millennials: 39%, Gen X: 24%, Baby Boomers: 10%, Radio Babies: 8%). This accompanies an overall drop in plans to work when on site, with 21% planning to work in 2023 versus 29% last year.
Despite prioritising a ‘great experience’, SiteMinder’s data highlights that less Germans overall are willing to spend money on extras, beyond the room, a finding contrary to the global trend.
“I am willing to spend money on extras on site”:
| Gen Z (b. 1997-2005) |
Millennials (b. 1981-1996) |
Gen X (b. 1965-1980) |
Baby Boomers (b. 1946-1964) |
Radio Babies (b. 1928-1945) |
|
| 2022 | 91% | 91% | 76% | 64% | 63% |
| 2023 | 91% | 85% | 73% | 58% | 57% |
Clemens Fisch, Regional Director of DACH & EMEA at SiteMinder, says, “There is no set path when booking accommodation online. For accommodation providers, this means they need to be present on a range of channels, including metasearch, and have a website that’s secure and modern.”
“Germans love travelling, but they increasingly want to be offered something ‘more’ via their stay. The plans and expectations of Gen Z show accommodation providers exactly where the industry is heading, and highlight what they need to do to prepare.”
Media enquiries
Maria Cricchiola
+61 2 9056 7415
media@siteminder.com
Investor information
Paul Wong
+61 411 889 876
investor.relations@siteminder.com
About SiteMinder
SiteMinder Limited (ASX:SDR) is the name behind SiteMinder, the only software platform that unlocks the full revenue potential of hotels, and Little Hotelier, an all-in-one hotel management software that makes the lives of small accommodation providers easier. The global company is headquartered in Sydney with offices in Bangalore, Bangkok, Barcelona, Berlin, Dallas, Galway, London and Manila. Through its technology and the largest partner ecosystem in the global hotel industry, SiteMinder generates more than 100 million reservations worth over A$60 billion in revenue for its hotel customers each year.