Prioritizing economic cost over environmental sustainability is key in Germany
German Travel Trends in 2025: A Focus on Sustainability, Digital Planning, and Cultural Experiences
Germany's travel sector is experiencing a significant shift in 2025, with a strong emphasis on sustainability, digital planning, social media influence, and diverse food options shaping the travel behaviour of German tourists.
Sustainability Takes Centre Stage
In line with global trends, sustainability is at the forefront of German travelers' minds. The German government is actively promoting sustainable growth in the travel sector, integrating tourism policies with economic and energy ministries to ensure an ecological and economic balance. This shift reflects a broader environmental awareness among travelers, who are increasingly seeking eco-conscious options without compromising quality [1].
Digital Planning Simplifies Travel
German travelers are embracing digital tools for travel planning and booking. There is a notable preference for organized holidays over self-planned trips, indicating a reliance on digital platforms and travel agencies to streamline bookings and itinerary arrangements [3]. Last-minute bookings and budget-friendly travel arrangements are also popular, facilitated by digital convenience and real-time information.
Social Media Influences Destination Choices
While direct references from the search results are limited, the trend for "star-chasing" and maximalist travel among younger travelers suggests that social media plays a part in shaping destination and activity choices [4]. This implies that German travelers, especially younger generations, use social media for destination inspiration and validation.
Culinary Exploration Abounds
Although explicit details on food preferences from the search results are sparse, the general global trend towards culinary exploration often accompanies interest in cultural city breaks, wellness retreats, and outdoor adventures seen in German tourism [1]. Travelers are likely interested in healthy, local, and sustainable food options consistent with the wellness and sustainability focus.
Age and Travel Preferences
Contrary to common stereotypes, the survey results reveal some interesting findings about age and travel planning preferences. Only about a third of those under 30 show the same tendency to plan holidays independently and use digital tools. On the other hand, around two-thirds (64%) of those aged 65 and above compare offers, combine flights and accommodation, and use digital tools for holiday planning [2].
Individual Trips Preferred
Ulrich Reinhardt, the scientific director of the Foundation for Future Studies, suggests that citizens want individual, not pre-made, trips [5]. This is evident in the findings, as Germans aged 65 and above are more likely to plan their holidays independently, without the help of travel agencies or package deals.
Emphasis on Sustainability
The survey found that around 17% of German respondents prioritize sustainability over price when choosing a travel destination [6]. This commitment to sustainability is further highlighted by the fact that more German holidaymakers are influenced by impressions from social media in their travel decisions (14%) [7].
Modular Systems for the Future
In light of these findings, the Foundation for Future Studies suggests that travel providers should offer flexible modular systems instead of rigid complete packages in the future [8]. This shift towards flexibility and customization aligns with the individual travel preferences of the modern German traveler.
References: [1] https://www.future-studies.de/en/research/research-projects/travel-behaviour/ [2] https://www.future-studies.de/en/research/research-projects/travel-behaviour/ [3] https://www.future-studies.de/en/research/research-projects/travel-behaviour/ [4] https://www.future-studies.de/en/research/research-projects/travel-behaviour/ [5] https://www.future-studies.de/en/research/research-projects/travel-behaviour/ [6] https://www.future-studies.de/en/research/research-projects/travel-behaviour/ [7] https://www.future-studies.de/en/research/research-projects/travel-behaviour/ [8] https://www.future-studies.de/en/research/research-projects/travel-behaviour/
Travelers Embrace Sustainable LifestyleIn succession with their preferences, German travelers are increasingly opting for sustainable travel options, with around 17% prioritizing sustainability over cost when choosing a destination.
Digital Tools Aid Travel PlansAlso observable is the reliance of German travelers on digital tools for travel planning and booking, a trend thataligns with the growing popularity of organized holidays over self-planned trips.
