Prioritizing Cost Over Sustainability in Germany: A Key Focus
In a recent survey conducted by the Hamburg-based Futures Foundation, it has been revealed that Germans aged 64 and above are more likely to plan their holidays independently, compared to their younger counterparts. This shift towards self-reliance is influenced by a growing emphasis on sustainability, digital planning, social media influence, and customizable travel options.
The survey findings suggest that older Germans are increasingly using digital tools for holiday planning, with around two-thirds (64%) comparing offers, booking flights, and accommodation independently. This trend contrasts with the younger generation, where only about a third plan holidays independently.
The survey results indicate a trend towards independent holiday planning among older Germans, a behaviour that scientific director Ulrich Reinhardt describes as surprising among digital natives (those under 30). However, Reinhardt also acknowledges that older Germans are more likely to act independently and confidently, even digitally.
Sustainability is another significant factor influencing travel destination choices for some Germans. One in six (17%) prioritizes sustainability over price when choosing a travel destination. This aligns with Germany’s tourism policy, which strongly endorses sustainable travel development, balancing economic growth with environmental responsibility.
Social media also plays a role in shaping travel preferences, with 14% of Germans reporting that impressions from social media influence their choice of destination. The survey findings support the notion that social media shapes travel decisions for some Germans, promoting trendy destinations and experiential travel.
In response to these trends, travel providers are encouraged to focus less on rigid all-inclusive packages and more on flexible modular systems. The Futures Foundation suggests that all respondents want more individual freedom in their travels.
Interestingly, the survey also found that 5% of respondents consider vegetarian and vegan food options when choosing a travel destination, reflecting a growing awareness and acceptance of plant-based diets.
The survey did not provide extensive information about the connection between age and the use of travel agencies or package deals. However, it was found that Germans aged 65 and above are less likely to use these services compared to younger generations. The survey did not find a significant connection between age and the use of digital tools for holiday planning beyond what was previously mentioned.
In summary, the current travel habits of Germans in 2025 manifest a blend of sustainable values supported by government policy, digital and AI tools facilitating personalized planning, social media’s role in inspiration and validation, and a shift towards adaptable travel formats that accommodate economic realities and the desire for meaningful experiences. This trend is particularly evident among older Germans, who are increasingly embracing independent holiday planning.
Older Germans are applying digital tools more often for independent holiday planning, contrasting with younger counterparts who depend less on such tools for their travel arrangements.
The growing trend towards independent travel among older Germans reflects their adoption of a self-reliant lifestyle, influenced by factors such as sustainability, digital planning, and the flexibility offered by travel providers who cater to individual preferences.
