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Finland on the German holiday travel market:
Insights into the German traveller’s mind
Presentation for
Helsinki 20/09/2016
Ulf Sonntag, NIT/FUR
Ulf’s Presentation Helsinki, April 2016
In the meantime: Full report for Visit Finland
Today: The most relevant findings of the report
►General Trends
►Finland on the German market:
Most interesting results
► Important Segments for Finland
► Image of Finland and benchmarking with
Sweden
… with the underlying questions:
►What are the right products?
►What is the right marketing?
►What is the right media-mix?
» Holiday demand of the Germans
» Annually since 1972
» 8,000 interviews face-to-face
plus 5,000 interviews online
» Multi-client
» Non-profit association
STABLE
VOLUME OF
HOLIDAYS
SLIGHT
UPWARD
TREND FOR
TRAVELLING
NORTH
MULTI-
OPTIONALITY
AUTHENTIC
DESTINATION
EXPERIENCE
NATURE AS
HOLIDAY
MOTIVATION
Relevant trends in tourism demand in Germany until 2025
Finland on the German market:
Most interesting results
5,8% 6,1% 6,1%
5,3%
6,8% 6,3% 6,1%
6,9% 7,4%
8,3% 8,6%
0,7% 0,6% 0,5% 0,6% 0,8% 0,7% 0,6% 0,8% 0,8% 0,7% 0,7%
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Interest next 3 years Experience last 3 years
“In which of these countries have you spent a holiday during the last three years (that is 2013, 2014 or 2015)?”
“Are you almost definitely planning to go on a holiday to one of these countries in the next three years? (2016-2018) And which of these countries
would you generally consider as a holiday destination in the next three years?”
Basis: German/German-speaking population 14+ years in Germany; Source: Reiseanalyse 2016
FINLAND on the German market: Increased share of potential travellers, stability of actual demand
Finland last 3 years
0.7% (0.5 million) of the population in Germany (aged 14+) have
been to Finland on holiday or short holiday
in the years 2013-2015
Finland next 3 years
8.6% (6.0 million) of the population in Germany (aged 14+) are
"almost definitely planning“ or "generally
considering" to spend a (short-)holiday in Finland
in the years 2016-2018.
17,9%
14,2%
13,6%
8,6%
6,2%
Denmark
Sweden
Norway
Finland
Iceland/Greenland
x6.2
“Are you almost definitely planning to go on a holiday to one of these countries in the next three years? (2016-2018) And which of these countries
would you generally consider as a holiday destination in the next three years?” Set of 59 destinations worldwide;
Basis: German/German-speaking population 14+ years in Germany; Source: Reiseanalyse 2006 & 2016
x12.4
x3.3
Comparison within Scandinavia: Finland’s performance is good, but the other markets also do well
x12.3
x5.9
+29%
+23%
+72%
+25%
+48%
26.6
2.4 7.1
3.4 Potential travellers
to Finland
Population
Number of
destinations
visited 2013-
2015
Number of
destinations
interested in
2016-2018
Basis: German-speaking population 14+ years in Germany; Source: Reiseanalyse 2016
Competition for FINLAND: Potential guests to Finland have also many, many other travel options in mind
People, interested to go to Finland 2016-2018 for a
holiday also would go to …
57%
59%
66%
67%
67%
71%
77%
78%
83%
87%
Greece
Ireland
France
Italy
Austria
Spain
Germany
Denmark
Norway
Sweden
Basis: Persons interested to travel to Finland 2016-2018 (“almost definitely planning” or “generally considering”) in German-speaking population 14+
years in Germany; Set of 59 destinations abroad. Source: Reiseanalyse 2016
Finland on the German market: Most are interested in all three Scandinavian destinations
4.7 million
0.5 million
0.2 million
0.6 million
Scandinavia-Lovers
NOT
Finland-Lovers
AGE:
Potential
guests are
younger than
actual guests
and than the
German
average
INCOME: Quite high
above the
average and
rising (35%
3,000+ €)
RESIDENCY:
The North-West
is dominating,
but do not forget
the East
EDUCATION:
Quite high
above the
average and
rising
Potential guests to Finland
Basis: Potential guests to Finland: Respondents who are almost definitely planning or would generally consider to go to Finland for a holiday in the next three years;
Source: Reiseanalyse 2014-2016
Potential guests of FINLAND: Inspiration and Information
12%
13%
19%
19%
21%
22%
23%
26%
28%
33%
34%
travel magazines (print)
articles in newspapers etc.
tour operator websites
TV documentations
travel agency
online travel agency
travel guides/literature
google etc.
printed brochures
accommodation websites
destination websites
potential guestto Finland
population
DOMINANCE
OF SUMMER:
75% June-Sept.
54% two
week holidays.
Growth for 1
and 3+ week
holidays
35% Package
trips (slightly
declining). Up
for individual
travel
58% by
plane. Cruise
and Camping
rising.
48% 2 perons
(going up);
41% 3+
persons
(slightly
declining)
German holiday trips 2013-2015 to FIN/SWE/NOR
Thematic segmentation of
potential guests to Finland
=
=
+
+
=
=
=
-
-
-
=
=
-
+
48
41
32
25
24
23
23
11
10
8
5
4
2
13
Nature
Adventure/experience
Round trip/touring
Sightseeing
Relax
Family
Activity
VFR
Culture
Sun&beach
Study trip
Fun/party
Health
Else
Trips to Scandinavia = Holiday trips (5+ days) to Sweden, Norway or Finland; in %
Basis: Holiday trips (5+ days) of German/German speaking population 2003-2005/2013-2015; Source: Reiseanalyse 2004-2016
Holiday trips 5+ days to Scandinavia: Type of trips Nature, experience, touring and sightseeing
Nature is very important! But
the other high ranking forms of
holidays show that it matters
how you can experience this
nature!
Potential guests to Finland: Interest in types of holidays
THREATS:
Sun+Beach
Winter in the sun
Club holiday
Family holiday
City trip
OPPORTUNITIES:
Nature+Outdoor
Study+Culture
Winter in the snow
Cruise
Camping
Farm Holidays
Relax/Wellness/
Fitness/Health
Basis: Persons interested to travel to Finland 2016-2018 (“almost definitely planning” or “generally considering”)
Source: Reiseanalyse 2016
Basis: Persons interested to travel to Finland 2016-2018 (“almost definitely planning” or “generally considering”)
Source: Reiseanalyse 2016
BASIC:
Fun/enjoy myself
Get away from daily
routine
Relaxation
Freedom
Discover something
new
DISTINGUISHING:
Adventure
Sports
Clean environment
See the world
Culture
Be on the move
NATURE
BASIC:
Excursions
Shopping
Swimming
Local food
DISTINGUISHING:
Sports (Golf, Cycling, Skiing,
Hiking)
Visit cultural/
natural attractions
Potential guests to Finland: General holiday motivations and activities
Potential guests to Finland: Thematic segmentation
A thematic segmentation
approach based on:
• Interest in types of holidays
• Travel behavior Scandinavia
• Discussion with Visit Finland
Need to “link” the Visit
Finland product segments
with the Reiseanalyse
thematic segments!
Potential guests to Finland: Share of thematic segments within all potential guests to Finland
Finnrelax/ Slow Tourism
Wellness
Relax
Culture Culture/City
Archipelago
Active
Relax
Family
Outdoors
Touring
Camping
Active
Winter Winter in the snow
NA
TU
RE
„SO
FT
“ CU
LT
UR
E &
LIF
ES
TY
LE
Vertical %
Cu
ltu
re
Cit
y/
Stu
dy
Natu
re
Acti
ve
To
uri
ng
We
lln
ess
Re
lax
Fam
ily
Ca
mp
ing
Win
ter
Culture/city/study 100 55 48 64 55 41 32 48 50
Nature 47 100 57 52 49 37 30 45 48
Active 29 41 100 29 28 21 20 34 52
Touring 28 27 21 100 22 14 13 28 22
Wellness 12 13 10 11 100 10 9 9 15
Relax 48 50 40 36 54 100 44 30 35
Family 29 32 30 27 37 35 100 25 32
Camping 20 21 22 26 17 11 11 100 16
Winter 18 20 29 18 24 11 12 14 100
Segmentation: Overlapping shows strong connections between different forms of holiday
Interest in types of holidays in the next 3 years (“almost definitely planning”)
Basis: German-speaking population 14+ years in Germany with interest in visiting Finland in the next 3 years (“almost definitely planning” or “generally considering”) and interest in the
respective holiday forms in the next 3 years “almost definitely planning” (‘hard’ potential)
Source: Reiseanalyse 2014-2016
Finrelax®/Slow Tourism
WELLNESS:
9% Finland-Interest
0.3 million
A little younger and
far better off
MOTIVES:
Fun, Freedom, Relaxation
RELAX:
8% Finland-Interest
1.7 million
A little older and better off;
Higher chances for off-season
and package.
MOTIVES:
Relax, Recuperate, Rest
Culture
CULTURE/CITY/STUDY:
10% Finland-Interest
1.5 million
Higher chances for off-season and package.
Highest holiday spending
MOTIVES:
Relax, Fun, Culture/Education
Archipelago
FAMILY:
8% Finland-Interest
1.4 million
Younger and better
off; mostly summer,
low spending per
person, but high
overall
MOTIVES:
Relax, Family,
Recuperate
RELAX:
8% Finland-Interest
1.7 million
A little older and
better off;
Higher chances for
off-season and
package.
MOTIVES:
Relax, Recuperate,
Rest
ACTIVE:
12% Finland-Interest
0.9 million
A little younger and
better off;
Chances for the off-
season; mostly direct
bookings
MOTIVES:
Relax, Nature, Fun,
Sports, Adventure
Outdoors
CAMPING:
14% Finland-Interest
0.6 million
Mostly summer;
spontaneous/not
organised; lowest
holiday spending
MOTIVES:
Fun, Nature, Travel,
Sports, Adventure
TOURING:
12% Finland-Interest
0.7 million
Higher chances for
off-season and
package.
Highest holiday
spending
MOTIVES:
See the world,
New impressions
ACTIVE:
12% Finland-Interest
0.9 million
A little younger and
better off;
Chances for the off-
season; mostly direct
bookings
MOTIVES:
Relax, Nature, Fun,
Sports, Adventure
Winter & Snow
WINTER SNOW:
14% Finland-Interest
0.5 million
Well off; generally more direct bookings and quite low holiday spending
MOTIVES:
Fun, Relax, Nature,
New experiences
Outdoors/Winter Product requirements
HIKING:
1. Attractive scenery
2. Gastronomy en-route
3. Signposted and well-
kept routes
4. Unspoilt nature/
wilderness
5. Variety of routes
6. Easy access
7. Good maps
CYCLING:
1. Attractive scenery
2. Gastronomy en-route
3. Variety of routes
4. Accommodation for one
night
5. Good maps
6. Signposted and well-
kept routes
7. Attractive stops
SKIING:
1. Stable weather
2. Attractive scenery
3. Signposted and well-
kept routes
4. Ski rental
5. Gastronomy
en-route
6. Bad weather options
7. Ski guides
Outdoor Preferred intensity of outdoor activities
34%
22%
37% 39%
26% 30%
44%
31%
18%
every day, 4+ hours every day, max. 4 hours not every day
Hiking Cycling Skiing
Basis: Persons interested to travel to Finland 2016-2018 with interest in hiking/cycling/skiing holidays Source: Reiseanalyse 2016
Image of Finland as a
holiday destination
67
78
80
85
85
90
94
Finland
Sweden
Portugal
Greece
Turkey
Spain
AustriaOut of 100
respondents*
… % had an
image of the
destination
*Respondents, who did NOT approve to “I don’t have an imagination about this destination”. Question: “Sometimes, you can have a certain
imagination about a destination, whether or not you have been there before. Can you tell me which of the characteristics on this list apply to …?”
Basis: German-speaking population 14+ years in Germany; Source: Reiseanalyse 2016
Image of Finland: Share of the German population with an image of the destination – Finland is the least well known
Image of Finland
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
0 10 20 30 40 50 60 70 80
unspoiled nature
stunning scenery
Interesting cities
Comfortable weather/climate
Guarantee of nice weather
Cultural attractions and events
Tasty local cuisine
Good value for money
Good service
Acceptable political and social situation
Environmentally friendly destination
Hospitable population
Personal safety
Great holiday accommodation
Suitable for holidays with children
Good bating/swimming possibilities
Good possibilities for hiking
Good possibilities for cycling
Good possibilities for winter sports
Unique destination
in %
CHARACTERISTIC:
Unspoilt nature,
Stunning scenery
Safe & stable destination
Outdoor activities
NOT WELL- KNOWN FOR:
Nice weather
Good value
Swimming
Family holidays
POTENTIAL GUESTS:
Hospitable people
Hiking
Accommodation
Eco-friendly
*Respondents, who did NOT approve to “I don’t have an imagination about this destination”. Question: “Sometimes, you can have a certain
imagination about a destination, whether or not you have been there before. Can you tell me which of the characteristics on this list apply to …?”
Basis: German-speaking population 14+ years in Germany; Source: Reiseanalyse 2016
Image of Finland: Share of the German population with an image of the destination – Finland is the least well known
1st 2nd 3rd
Spectacular nature Finland Sweden Austria
Unique destination Finland Sweden Portugal
Good opportunities for winter sports Austria Finland Sweden
Acceptable political and social situation Austria Sweden Finland
Personal security Austria Sweden Finland
Environmentally friendly destination Sweden Austria Finland
Question: “Sometimes, you can have a certain imagination about a destination, whether or not you have been there before. Can you tell me which of
the characteristics on this list apply to Finland?”
Basis: German-speaking population 14+ years in Germany with an imagination of Finland; in %
Source: Reiseanalyse 2016
Image of Finland
Advantages
compared to Sweden:
Winter sports
Uniqueness
Stunning scenery
Disadvantages
compared to Sweden:
Family destination
Weather/climate
Interesting cities
Cycling/Hiking
Cuisine
Accommodation
Personal outlook regarding product
development and marketing
Personal thoughts regarding product development
► The findings give you good indications for product development and marketing
► All segments are interlinked: Customers are not one-dimensional
► Nature has to be „experienceable“
► Pictures have to transport the message of the „experienecable“ nature
► Consider what pictures and messages are appropriate for each segment
(example how others do this: http://corporate.greenland.com/en/tools/segmentation-and-mapping/)
► Compare with Sweden and other competitors to see you strengths and not so much your
weaknesses!
► Start with product aspects where you are good at! Use your USPs
CONTACT
FUR
Forschungsgemeinschaft Urlaub und Reisen e.V.
Fleethörn 23
D-24103 Kiel
+49 431 888 88 00
www.reiseanalyse.de
