How do you choose your travel destinations

How Europeans choose their travel destination

What Europeans attach the greatest importance to when planning their vacation and what criteria they use to choose their travel destination: In a summer series, summarizes the results of the tourism analysis of the Foundation for Future Issues. Today: Europeans in general. Tomorrow: the British.

Europeans know exactly what they want when they go on vacation. More important than anything else is a fair price-performance ratio. While on vacation, travelers neither have excessive demands for their money, nor do they just want cheap offers - instead they demand quality standards that are verifiable and affordable.

In addition, the beauty of the landscape plays a decisive role for most Europeans. The Danes, Poles, Italians and French in particular say that the holiday is only really beautiful all around if you have a "beautiful landscape". Travelers from these countries in particular want to immerse themselves in the natural backdrop and forget the gray of everyday life.

Hospitality guarantee more important than sun guarantee

But authentic hospitality is also important. Hospitable and cordial behavior on the part of the staff is up to four times more important in all of Europe than offers for active holidays or a diverse range of cultural activities. And in most countries, travelers even place more value on guaranteed hospitality than on sun guarantee.

In addition to these core requirements, different characteristics play a role in the individual countries:

>> The cleanliness the accommodation, on the beach and in the holiday resort has for the British - and not for the Germans! - the highest importance.

>>  Bathing possibilities in the sea or in the lake are particularly important for Russian travelers. While the hotel pool is sufficient for many other Europeans, the Russians are looking for a combination of beach and water, space and a clear view of the sea.

>> rest on the other hand is extremely important for the Poles. Forget the stress of everyday life, let your mind wander and simply let yourself go on vacation is also relevant for Spaniards and Germans.

>>  security plays an above-average role for Italians when traveling. This not only includes safety in the accommodation, but also a safe journey, protection in public places or carefree relaxation on the beach without nuisance.

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Conclusion: affordable travel

Conclusion: "Travel is currently the most popular form of happiness." If this is to continue to apply in the future, the tourism industry must guarantee one thing above all: affordable travel for all Europeans.

This does not require a 5-star holiday at a 2-star price, but rather the guarantee of a good and balanced price-performance ratio for the entire holiday. Not only the costs for travel, accommodation and meals have to be right, but also the indirect costs on vacation. Destinations where mineral water is offered for the price of a glass of champagne, overpriced souvenirs and excursions are waiting for buyers or where extra money is charged for internet access or beach chairs are not worth a trip for Europeans.

Germans' wanderlust knows no bounds

Despite the volcanic eruption on Iceland and the resulting ash cloud over the whole of Europe, despite the largest oil spill in US history, despite terror warnings and attempted attacks in Germany, more Germans traveled in 2010 than had been in a long time. A total of 52 percent of German citizens were on the road for at least five days in 2010. The desire to travel knew no bounds, but the holiday budget did.

This is the result of the 27th German Tourism Analysis of the Foundation for Future Issues, in which 4,000 German citizens aged 14 and over were asked about their vacation behavior in 2010 and their travel intentions for 2011.


The Foundation for Future Issues sees itself as an interface between science and business, the public and politics. Like the BAT Leisure Research Institute, the foundation was initially under the scientific direction of Prof. Dr. Horst W. Opaschowski. As part of his many years of research at the BAT Institute, he asked himself questions about the future of society at an early stage and published future studies. Since 2011, Prof. Dr. Ulrich Reinhardt is the scientific director of the foundation.