Priority given to cost over eco-friendliness in Germany
In 2025, German travelers are making a significant shift towards sustainable tourism, with a growing emphasis on environmental concerns and quality experiences. According to a recent study, those aged 65 and above are most likely to plan their holidays independently, without the help of travel agencies or package deals [1].
The foundation's scientific director, Ulrich Reinhardt, stated that the results challenge common stereotypes, as Germans' desire to travel remains undeterred by sustainability concerns [2]. The trend of being inspired by social media in travel decisions is not exclusive to digital natives (those under 30) [3]. Instead, it is a distinct factor that coexists with the preference for independent holiday planning.
The study reveals that around two-thirds (64%) of those aged 65 and above compare offers, independently combine flights and accommodation, and increasingly use digital tools [4]. Citizens want personalized trips, not pre-made ones, according to Ulrich Reinhardt [5]. Digital natives (those under 30), on the other hand, show a surprising affinity for standardized offers [6].
Social media and AI-driven platforms play a significant role in travel planning, with Germans and other Europeans turning to these technologies to discover destinations, activities, and dining options [3]. Generative AI usage for travel research is growing but still secondary to traditional search engines and social recommendations [1][3].
The interest in vegetarian and vegan food options aligns with the sustainability trend in Germany and Europe, where food and drink choices are a significant part of travel spending priorities [7][4]. While the search results do not explicitly detail vegetarian/vegan options, the focus on sustainability and quality dining, especially among German travelers who prioritize comfort and quality food, implies this is a growing area of attention [2][4].
Travel providers should focus less on rigid all-inclusive packages and instead offer flexible modular systems, suggests Ulrich Reinhardt [8]. More German travelers are inspired by impressions from social media, with 14% of respondents reporting this [3]. Around one in six (17%) respondents consider sustainability more important than price when choosing a travel destination [9].
In summary, German travelers in 2025 are increasingly sustainability-conscious, rely on both travel agencies and digital platforms (including AI and social media) for planning, and show an increased preference for quality, potentially vegetarian or vegan, food experiences during travel. All respondents share a desire for individual freedom of choice in their travels, a common factor among all age groups, including digital natives and older travelers [10]. The more experienced travelers (those aged 65 and above) act independently and confidently, even digitally [11]. The use of digital tools in holiday planning is less common among those under 30, affecting about a third of them [4].
- Despite being over 65 years old, many Germans are leveraging digital tools to plan their sustainable and personalized travel, comparing offers, combining flights and accommodation independently, and utilizing digital platforms for discovering destinations, activities, and dining options.
- In line with the growing trend of sustainable tourism, older travelers and digital natives alike are relying on social media for travel decisions, showcasing a shared preference for quality experiences and an increased focus on vegetarian or vegan food options during their travels.
