Module topics of previous Reiseanalyse years

Modules are topic-related question packages that complete the standard question programme. These topics are defined annually by the planning group of the Reiseanalyse.

The following topics were part of the modules of the RA 2007 to RA 2017:

Content marketing

Content Marketing has evolved from a mere buzzword of online communication towards a serious marketing task across all media. The current question therefore is not primarily if content marketing is used, but how and for whom. The aim of the module is to identify and describe target groups that are particularly accessible for content marketing in the inspiration phase of the customer journey. [Read more]
Module topic of RA 2017

Travel desicion
For suppliers in tourism it is essential to know about the travel decision process of their current and potential customers. This information is necessary for suppliers to influence the travel decision of the potential customers at the right time. The module aims to contribute to a better understanding of the travel decision process of your customers and illustrates opportunities to influence it. [Read more]
Module topic of RA 2017

Holiday and water

Whether for swimming or sailing, as a picturesque background while hiking or cycling, or as a calming element of a wellness holiday: water has a great power of attraction on holiday makers. In order to fully utilise the strengths of products by or near the water however, suppliers should learn more about their potential clients and their motives and needs. [Read more]
Module topic of RA 2017


Inspiration and information: Travelers' use of marketing tools
The tourism industry uses different marketing tools (on- and offline) to communicate and advertise their products. This module analyses which of these tools have been used by the travellers as sources of inspiration and information for their holidays. Furthermore, it will deliver a critical feedback about what consumers think about these tools. [Read more]
Module topic of RA 2016

Outdoor holidays: Product requirement for actitity holidays outdoors
Considering the wide range and types outdoor holidays, we will focus our research on the requirements and behaviour of (potential) hiking, biking and ski travellers. With this module, all providers of these outdoor products will gain valuable insights into their segment, to optimize their communication and products. [Read more]
Module topic of RA 2016

Image and uniqueness of holiday destinations
For holiday destinations, a positive image is a very important prerequisite for successful marketing activities. Therefore image building and promotion are crucial strategic fields of action for destinations. To have a well-founded knowledge about your own image helps to successfully market your products. Direct benchmarking opportunities help to identify the destination’s USP. [Read more]
Module topic of RA 2016


Mobile en route - mobile Internet use on holiday trips
From 2012 to 2014 the share of the population having mobile internet access more than doubled (from 24% in January 2012 to 52% in January 2014). Aim of this module was to profile the ‘real mobile internet user’ and to explore his holiday travel related use of the mobile internet. This is why this module focused on people who used the mobile internet in general (not only while on holiday) via smartphones or tablets. [Read more
Module topic of RA 2015

Health-orientated holiday types: trends, product requirements, potentials
Germans are paying more and more attention to their health. For the tourism sector, this is a future potential which needs to be realised. To do so, detailed data on the demand for health-oriented holiday types is required as a sound basis for product development and marketing. [Read more
Module topic of RA 2015

Mobility on holidays: means of transport on arrival and stay
In order to get to the holiday destination and back home again, often more than one vehicle is used (buzzwords: ‘intermodality’, ‘mobility chain’). Furthermore, 70% of holiday travellers go on excursions during their holidays, not always using the same means of transport as for the journey to their destination. Up to now, a detailed overview on the total mobility during a holiday is lacking, as well as information about the future potential of the different means of transport. [Read more]
Module topic of RA 2015


Customer Journey and Sharing Holiday Experiences
A journey of a potential customer is called Customer Journey – this applies as well to a planned ‘journey’, from the inspiration to the purchase and the evaluation of the product, as well as to the actual journey itself (product experience). In the last few years, the Customer Journey has been increasingly discussed in relation to the online preparation of a journey and to mobile information on the move. The module takes up this discussion and is now for the first time able to deliver a quantitative evaluation of the complete Customer Journey. This evaluation applies to holidays and to an analysis of the sharing activities along the process chain.
Module topic of RA 2014

Sustainable Holidays: Acceptance and Potentials
A large and growing number of tourists would like their holiday to be ecologically and socially responsible. Sustainability becomes more important, but there is a lack of information on who is interested in sustainable holidays and which environmentally and socially acceptable offers have the biggest potential. This module is going to close this gap. The results can be used to estimate potentials of sustainable tourism offers and enable shaping and advertising of sustainable products tailored to the expectations of specific target groups.
Module topic of RA 2014


Family holiday – Travelling with children
Holidays with children: development and volume, travel behaviour of different target groups, specific product requirements, holiday motives, price sensitivity,  holiday interests (destinations and holiday types) within the next 3 years
Module topic of RA 2013

Travel decision-making
Existing types of decision-makers regarding the aspects of decision time, information requirements and their differences, influencing persons and  analysis of the most important partial decisions
Module topic of RA 2013

Holiday information and Social Media
Importance of social networks and evaluating platforms for holiday infomation and their potentials, use of different information sources for travel preparation (online and offline) and trust in offered information in social networks by the customers
Module topic of RA 2013


Image of holiday types
Images of selected holiday types (e.g. cruise holidays or club holidays) within the overall German population and specific target groups, benchmarking.
Module topic of RA 2012

Nature holidays: Customer perceptions and product requirement
Importance and development of the nature holiday segment, analysis of nature holidays and nature holiday travellers, future interest in nature holidays, comprehension of the term “nature holiday”, customer product requirement for nature  holidays
Module topic of RA 2012

Mobile Internet use for holiday trips
Mobile Internet use in general and for holiday purposes: information and booking prior to holiday trips and while on holiday, future interest in using the mobile Internet while on holiday, attitudes towards mobile Internet use
Module topic of RA 2012


Culture and events on holiday trips
Relevance and development of the culture market segment on holiday and short holiday trips, characteristics of cultural holiday and short holiday trips, visits to cultural attractions and events on holidays.
Module topic of RA 2011

Image, uniqueness and exchangeability of destinations
Basic data on the image of various destinations, their exchangeability and perceived uniqueness from the customers’ perspective
Module topic of RA 2011

Look to book: From (online) information to booking
Information behaviour of ‘onliners’ prior to a holiday trip regarding information sources, topics, number of information sources used, services booked, booking channels and places used, reasons for offline booking, trustworthiness of online booking places
Module topic of RA 2011


Health-orientated holiday types
Current and future structures of demand for health-orientated holiday types, target group-specific product requirements and preferences for health-orientated holiday types.
Module topic of RA 2010

Short and city breaks
Market overview and development of the short and city break segments (volume); characteristics of short break and city short break travellers (sociodemographics, internet use, destination interests)
Module topic of RA 2010 and RA 2009

Web 2.0 and online information search for holiday trips
Use of different categories of Web 2.0 offers, awareness and use of different websites with Web 2.0 content, evaluation of user- and provider generated information sources, user strategies on travel review websites, information en route
Module topic of RA 2010


Consumer types and holiday travel expenditure
Market segments of different consumer types ("cheap tourists", “price-oriented”, “quality-oriented” or "luxury tourists"); analysis of these consumer types; subjective evaluation of holiday travel costs; development of the importance of price and quality of holiday trips in the last years
Module topic of RA 2009

Websites of holiday destinations
Importance of destination websites for holiday decision making; information and booking; role of typical Web 2.0 applications and “new” information offers; evaluation of destination websites
Module topic of RA 2009


Image of domestic and European destinations
Image of domestic and European destinations (especially neighbouring countries of Germany) in the German population concerning certain product characteristics
Module topic of RA 2008

Travel decision-making
Travel-decision making process; aspects of the destination decision; analysis of both these aspects within different segments/target groups
Module topic of RA 2008

Information behaviour and online booking
Information and booking behaviour of Germans on the Internet; characteristics of online information sources; use of online holiday portals
Module topic of RA 2008


Reaching the customer: Values and media
Value orientation of Germans, value types, media use (much attention in everyday life; sympathy), consumption priorities, value orientation and media use of tourism target groups
Module topic of RA 2007

Family holidays: Travelling with children
Development and current volume of holiday trips with children, expected prospective development of the segment, characteristics of holiday trips with children, product requirements and expectations of travellers with children, interests, holiday motives
Module topic of RA 2007

City, culture and short trips
Market overview for the segments of city, culture and short holidays, each with description of holiday trips and short holiday trips resp. of holiday travellers and short holiday travellers (volume, characteristics, structures)
Module topic of RA 2007

Consumer potentials in rural tourism
Comprehension of the term “rural holiday”, volume and characteristics of rural holidays 2006, prospective interests in rural holidays and structure of the potential, competition for rural holidays
Module topic of RA 2007

 

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Martin Lohmann on customer value in tourism: happiness and well-being - "the real thing" (ITB Congress 2016, Marketing & Distribution Day): 

ITB Academy Webinar "The Germans on holiday - Trends from the study Reiseanalyse 2015"

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Martin Lohmann on vacation trends in 2025 (ITB Congress 2015, Marketing & Distribution Day):