tourism in Niedersachsen - Tourismuspartner Niedersachsen
Transcription
tourism in Niedersachsen - Tourismuspartner Niedersachsen
tourism in Niedersachsen Figures – Data – Facts 2012 Published in May 2012 incoming tourism Figures – Data – Facts 2012 As a supplement to the red brochure “tourism in Niedersachsen”, the brochure “incoming tourism” provides a summary of key tourism figures for trips to the holiday destination Niedersachsen from abroad. Published in May 2012 Contact / market research information TourismusMarketing Niedersachsen GmbH Jan Matysiak t +49 (0) 511 27048823 matysiak@ tourismusniedersachsen.de www.tourismuspartnerniedersachsen.de Imprint 2 1 Sources Deolitte & Touche GmbH, Tourism Development Strategy Niedersachsen 2015, 2010 DIW econ in BMWI “Wirtschaftsfaktor Tourismus Deutschland”, 2012 GfK GeoMarketing GmbH, RegioGraph 10, 2009 GfK TravelScope 2012 Landesbetrieb für Statistik und Kommunikationstechnologien Niedersachsen (LSKN), LSKN-Online, 2012 Publisher Tourismus Marketing Niedersachsen GmbH Essener Straße 1 D-30173 Hannover t +49 (0) 511 2704880 f +49 (0) 511 27048888 [email protected] www.reiseland-niedersachsen.de Statistisches Bundesamt, Monatserhebung im Tourismus, 2012 Published in May 2012 BWH GmbH Medien Kommunikation Layout genese werbeagentur gmbh, Magdeburg www.genese-md.de Production Editorial Contents The significance of the German tourism sector was recently indicated by its 4.4 % share of total gross value added. The income and employment effects associated with this are especially worthy of mention. Niedersachsen (Lower Saxony) concluded the 2011 tourism year on a high note with a record 39.4 million overnight stays, thus attaining an increase of 2.5 % in comparison with the previous year. These figures document the growing importance of the tourism sector as a fundamental economic factor and underscore the importance of a detailed consideration of the influencing factors. Page 4 – 9 The brochure just published by TourismusMarketing Niedersachsen GmbH (TMN) provides a comprehensive summary of important, tourism-related structural data about the holiday destination Niedersachsen and notes about the individual subject areas. Source market NRW and cross-cutting topics Please feel free to contact us if you have questions about the sources or data. Reservation trends Current trends in Germany and Niedersachsen Page 10 – 11 Summary of incoming tourism Page 12 – 13 Available beds and capacity utilization Page 14 – 15 Duration of stay and accommodations Page 16 – 18 Page 19 – 21 Tourism as an economic factor Page 22 – 23 3 Overnight stays in the federal states 2011 Niedersachsen ranks 4th in a comparison of all German federal states, and even 3rd in terms of domestic guests Bayern 81,0 45,6 Baden-Württemberg 44,2 Nordrhein-Westfalen Niedersachsen 39,4 29,0 Hessen 27,6 Mecklenburg-Vorpommern 24,5 Schleswig-Holstein Berlin 22,4 Rheinland-Pfalz 21,5 Sachsen 17,3 Brandenburg 11,1 Thüringen 9,5 Hamburg 9,5 7,1 Sachsen-Anhalt Saarland 2,3 Bremen 1,9 0 Domestic overnight stays Foreign overnight stays 20 40 60 Millionen 80 million Source: TMN according to Destatis 2012 In terms of the number of overall number of overnight stays in 2011, Niedersachsen ranks fourth in comparison with all German federal states. For key market segment of domestic overnight stays, Niedersachsen ranks third just behind Baden-Württemberg. 4 Detailed data and notes regarding incoming demand can be found in the special edition of the TMN market research brochure “Incoming tourism in Niedersachsen”. Trend of overnight stays in Niedersachsen 2000 – 2011 In 2011, the number of overnight stays in Niedersachsen exceeded the Expo level for the first time Discrepancies in totals are due to rounding 2001 annual result in comparison with the previous year Total + 2.5 % + 951,859* 45000000 Domestic Foreigners 40000000 40.0 2.5 35000000 35.0 2.1 2.1 2.2 2.2 2.5 2.6 2.7 2.9 2.8 3.4 Foreigners + 8.5 % + 263,461* 30000000 30.0 Millions of overnight stays 3.1 25.0 25000000 20.0 20000000 36.2 34.9 33.8 33.3 32.3 31.8 32.3 33.2 34.0 34.8 35.4 36.1 15.0 15000000 Domestic + 1.9 % + 688,397* 10.0 10000000 5.0 5000000 0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Source: TMN according to LSKN 2012 *=C alculation of absolute change on the basis of the single-digit rate of change With more than thirty-nine million overnight stays, for the first time, Niedersachsen has surpassed the level of the Expo year 2000. Thus the prevailing growth trend in connection with both domestic overnight stays and incoming continues unabated. The number of foreign guests staying overnight even increased by 8.5% in comparison with 2010. Detailed data and notes regarding incoming demand can be found in the special edition of the TMN market research brochure “Incoming tourism in Niedersachsen”. 5 Trend of the tourist areas of Niedersachsen 2001 – 2011 Heterogeneous development in the tourist areas of Niedersachsen Ostfriesische Inseln 2011: 5,285,900 Ostfriesland 2011: 1,466,860 Nordseeküste 2011: 7,109,468 Unterelbe-Unterweser 2011: 828,895 Oldenburger Land 2011: 587,808 Oldenburger Münsterland 2011: 666,235 Mittelweser 2011: 745,004 Hannover-Hildesheim 2011: 4,238,815 Braunschweiger Land 2011:1,540,820 GEO * 2011: 4,534,330 Overnight stays in tourist accommodations with 9 or more guest beds 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2,500,000 Lüneburger Heide 2011: 5,969,106 WeserberglandSüdniedersachsen 2011: 3,172,254 Harz 2011: 3,285,308 1,000,000 500,000 Source: LSKN 2012, Map basis: GfK GeoMarketing * GEO = Grafschaft Bentheim, Emsland, Osnabrücker Land The majority of the tourist areas in Niedersachsen were able to generate strong growth over the past five years. In terms of the short-term trend since 2009, the top regions in terms of absolute growth in the number of overnight stays are Hannover-Hildesheim (+ 604,000), GEO* (+ 495,000), and the Lüneburger Heide (+ 93,000). 6 Overnight stays in selected cities in Niedersachsen 2011 Niedersachsen’s cities are popular travel destinations Verän 2.106 , Goslar + 295 + 52 673 Wolfsburg 505 Braunschweig 487 Göttingen + 43 + 18 + 38 430 Osnabrück + 19 308 Lüneburg 298 + 30 Oldenburg 290 + 56 + 61 Wilhelmshaven 281 Celle 278 +4 Hildesheim 268 + 58 Papenburg 256 + 45 Lingen 234 + 72 Stade 215 + 52 Hameln 196 Hann. Münden Thousands of overnight stays in 2011 + 17 + 16 163 + 15 Emden 120 Verden 114 -1 Wolfenbüttel 111 + 33 Gifhorn 108 0 Absolute change in overnight stays 2009 – 2011 in thousands Hannover +4 500 Source: TMN according to LSKN 2012 1.000 1.500 2.000 2.500 Tausend Thousands of overnight stays Niedersachsen’s cities are popular and highly frequented and, in some cases, have exhibited strong growth over the past few years. Now foreigners account for approx. 17 % of overnight guests (just 15 % in 2010). 38 % of all foreign guests in Niedersachsen stay overnight in one of the twenty cities. Detailed data and notes regarding incoming demand can be found in the special edition of the TMN market research brochure “Incoming tourism in Niedersachsen”. 7 02 neÜbernachtungen gnuthcanrebÜ 2010 in den niedersächsischen Gemeinden Overnight stays in the municipalities of Niedersachsen 2011 egaDie rfhcNachfrage aN eisiDconcentrated konzentriert sich aufcentres die Demand in tourism oH ntouristischen ehthe csitscoast iruot and Hochburgen on inland yenredro N N orderney gooegn aL Langeoog mWangerland ukroB alreBorkum gn a W Cuxhaven Cuxhaven Norderney N orden nedro N Langeoog W ilhelmshaven Wangerland Juist nevahsmlehlBorkum iW Butjadingen Norden Butjadingen Bispingen Bad d aB Lüneburg ehcsiwZ Zwischenahn Papenburg grubnep aP Bad Zwischenahn Bad Soltau Bispingen Bevensen ner aH Haren W ietzendorfBad Bevensen )smE( (Ems) Haren (Ems) Lingen (Ems) Hannover )smE( negniL Wolfsburg Braun schweig Bad Bentheim kcüBentheim rb ans O mOiesnabrück htneB d aB Bad edlefnehtoR d aB Wietzendorf Celle Hannover Hildesheim Bad Rothenfelde G oslar Bad Pyrmont Bad Pyrmont Goslar asegsniÜbernachtungsvolumen nemuovernight lovsgnuthcstay anrevolume, bÜinsgesamt, Total municipalities 2011 Gemeinden 2011 or no data Daten etaD eniek r<edo 20.000 000.02 oder < keine 00.05 000.02 – ≤> >≤ – 20.000 50.000 00.001 >≤ – 50.000 000.05 – ≤> 100.000 00.002 >≤ –100.000 000.001– ≤> 200.000 00.004 >≤ –200.000 000.002– ≤> 400.000 00.006 >≤ –400.000 000.004– ≤> 600.000 Kartographie: TMN 2011 00.000.1 >≤ –600.000 000.006– ≤> 1.000.000 Quelle: LSKN 2010 00.004.1 >1.000.000 ≤ – 000.000–.1≤> 1.400.000 Kartengrundlage: 00.005.2 >1.400.000 ≤ – 000.004–.1≤> 2.500.000 GfK GeoMarketing Source: LSKN 2012, Map basis: GfK GeoMarketing Wolfsburg Braunschweig Braunlage Braunlage Göttingen G öttingen * Quelle: Staatsbad Norderney GmbH a redFast etflä H eHälfte id tsaFder die amtlich erfassten Übernachtungen auf dievol20 The twenty-five municipalities in Niedersachsen withentfällt the highest eG nvolumenstärksten e t s k r ä t s n e m u l o v Gemeinden wie den klassischen Tourismusstandorten an umes account for more than half of all overnight stays. In particular, ba ,etder scoastal ükeNordseeküste, esdrtowns, oN redbutaber auch Hannover und von Ferienparks dominierten also the municipalities Haren (Ems) and BispineraHGemeinden eiw nwhich edniemwie eGHaren (Ems) und Bispingen. Nicht berücksichtigt sind Übergen, are dominated by holiday parks and campgrounds, contsnielnachtungen K n i n e g n u t h c a n in Kleinstbetrieben (< 9 Betten), so liegt beispielsweise getribute to this with high volumes of overnight stays. The above das figures gnuthsamte c a n r e b Ü e t m a s Übernachtungsvolumina von Norderney bei über 3,1 Millionen.* do not account for overnight stays in micro-enterprises (< 9 beds). 8 11 Seasonal demand in the holiday destinations of Niedersachsen 2011 Coastal regions are highly seasonal Nordseeküste Ostfriesische Inseln Unterelbe-Unterweser Ostfriesland Lüneburger Heide Oldenburger Land Oldenburger Münsterland Mittelweser GEO * Hannover-Hildesheim Braunschweiger Land WeserberglandSüdniedersachsen Harz Overnight stays in the tourist areas of Niedersachsen 2011 January February March April May June July August September October November December 400,000 200,000 100,000 Source: LSKN 2012, Map basis: GfK GeoMarketing * GEO = Grafschaft Bentheim, Emsland, Osnabrücker Land Due to seasonal effects, overnight stay figures on the North Sea coast are highest during the summer months and, on the other hand, decline sharply during the winter months. This result also indicates that these destinations are highly dependent on the weather. Only slight seasonal declines are observed in southeastern Niedersachsen. 9 Trend of the top 15 source markets 2001 – 2011 The Netherlands and Denmark remain the growth engines in terms of demand The Netherlands Niederlande + 122 % (since 2001) Dänemark Denmark + 50 % - 2 % Vereinigtes UnitedKönigreich Kingdom Polen Poland + 138 % Switzerland Schweiz + 46 % - 7 % Sweden Schweden USA + 9 % Österreich Austria + 59 % Italien Italy + 12 % France Frankreich + 22 % Belgien Belgium + 74 % + 65 % Russia Russland Spain Spanien + 27 % 2011 2001 + 174 % VR,Hong Hongkong PRChina China, Kong Total from abroad 2001 – 2011: + 1,221,000 overnight stays (+ 57 %) - 2 % Norway Norwegen 0 200.000 200,000 400.000 400,000 600.000 600,000 800.000 1.000.000 1,200,000 1.200.000 800,000 1,000,000 Source: TMN according to LSKN 2012 Around 85 % of all foreign overnight guests come from the European source market. The Netherlands and Denmark alone account for approx. 41 % of the overall market. Thus the intercontinental markets are less important for tourism in Niedersachsen. 10 Detailed data and notes regarding incoming demand can be found in the special edition of the TMN market research brochure “Incoming tourism in Niedersachsen”. Foreign guests’ destinations in Niedersachsen 2011 Hannover-Hildesheim and GEO* have the highest overnight stay volumes Nordseeküste Ostfriesische Inseln Ostfriesland Unterelbe-Unterweser Lüneburger Heide Oldenburger Land Oldenburger Münsterland GEO * Mittelweser Hannover-Hildesheim Braunschweiger Land Overnight stays by foreigners according to origin 2011 NL Scandinavia Alps (AT & CH) UK PL Italy + Spain Rest of Europe USA China Intercontinental Harz 100,000 40,000 10,000 Source: LSKN 2012, Map basis: GfK GeoMarketing WeserberglandSüdniedersachsen * GEO = Grafschaft Bentheim, Emsland, Osnabrücker Land The origin of the guests plays a decisive role in determining the holiday destination. The Dutch, for example, prefer to stay near the border or on the Lüneburger Heide and in the Harz Mountains. Scandinavian guests are drawn above all to eastern and southern Niedersachsen. Detailed data and notes regarding incoming demand can be found in the special edition of the TMN market research brochure “Incoming tourism in Niedersachsen”. 11 Trend of available beds in the tourist areas of Niedersachsen Slight increase in available beds (all figures excluding camping) Nordseeküste Ostfriesische Inseln Ostfriesland Unterelbe-Unterweser Lüneburger Heide Oldenburger Land Oldenburger Münsterland Mittelweser GEO * Hannover-Hildesheim Braunschweiger Land WeserberglandSüdniedersachsen Available beds by region 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Harz 20,000 10,000 5,000 Source: LSKN 2012, Map basis: GfK GeoMarketing * GEO = Grafschaft Bentheim, Emsland, Osnabrücker Land The regions are responding to the upwards trend in overnight stays by increasing the number of available beds. The highest percentage increases over the past five years (2007 – 2011) were recorded by the Mittelweser region (+ 22 %), followed by the Braunschweiger Land region (+ 15 %). In terms of the increase in the absolute number of beds, the Hannover (+ 3,500) and GEO* (+ 3,000) regions topped the list during this period. 12 Capacity utilization in the tourist areas 2001 – 2011 Increasing capacity utilization figures throughout Niedersachsen (all figures excluding camping) Ostfriesische Inseln Nordseeküste Ostfriesland Unterelbe-Unterweser Oldenburger Land Lüneburger Heide Mittelweser GEO * Oldenburger Münsterland Hannover-Hildesheim Braunschweiger Land WeserberglandSüdniedersachsen Capacity utilization by region 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Harz 20 % 10 % 5 % Source: LSKN 2012, Map basis: GfK GeoMarketing * GEO = Grafschaft Bentheim, Emsland, Osnabrücker Land On the whole, Niedersachsen evidences a positive trend with regard to capacity utilization. In particular, the UnterelbeUnterweser, Oldenburger Land, and Ostfriesland regions increased their capacity utilization figures significantly during the period 2007 – 2011. 13 Holiday trips in the German federal states according to duration Niedersachsen ranks 2nd in German holiday trips Discrepancies in totals are due to rounding VÄR TJ 09/10 auf 10/11 Bayern 5.8 7.8 Niedersachsen 5.1 Hessen/Rheinland-Pfalz/Saarland 5.3 Baden-Württemberg 2.6 4.4 Nordrhein-Westfalen 1.5 5.4 Schleswig-Holstein 2.0 Sachsen 1.8 3.3 Berlin 3.3 7.5 +6.4% 7.0 -5.2% 6.9 +6.9% +2.9% 5.6 3.6 -5.0% 5.1 1.1 4.4 -2.5% +7.1% 5.9 3.5 2.4 Mecklenburg-Vorpommern 10.0 4.8 2.2 13.7 +6.1% Holiday trips with one overnight stay or more in tourism year 10/11 +10.3% Thüringen 1.6 0.8 2.5 -4.9% Hamburg 1.9 0.5 2.3 -3.7% Brandenburg 1.4 0.9 2.3 +25.8% short trips Sachsen-Anhalt 1.2 0.8 2.0 0.0 extended trips (5 days or more) 5.0 10.0 +17.8% 15.0 million Source: TMN according to GfK TravelScope TJ 09/10 – 10/11, holiday trips with one overnight stay or more Some 10 million Germans chose Niedersachsen as their holiday destination. Thus in a nationwide comparison, Niedersachsen ranks second in the number of overnight stays by private holidaymakers from Germany (excluding business trips). Moreover, this holiday destination is not only popular with short-term holidaymakers; 48 % of guests stay for more than five days. 14 Overnight stays in Niedersachsen by type of accommodations Holiday apartments and cottages are the most popular 100 80 4 6.7 5.3 8.9 4.1 10.6 13.2 14.1 60 40 20 0 13.8 16.3 16.8 19.4 32.6 31.3 TJ 09 / 10 TJ 10 / 11 Hired holiday apartment /cottage Hotel Privately with relatives, friends, acquaintances Other accommodations Own property Guest house Club /apartment / bungalow complex Room in private household (for payment) or farm Source: TMN according to GfK TravelScope 2012 When it comes to choosing accommodations, guests who make their holidays in Niedersachsen have a clear preference for holiday apartments and cottages. While this segment lost 1.3 % market share in comparison with the previous year, it still ranks number one among the types of accommodations with more than 31 %. Hotels are the second most frequently chosen type of accommodations and gained 2.6 % market share in comparison with the previous year. 15 Trend and significance of types of holidays in the source market NRW Niedersachsen is very popular with holidaymakers from NRW Period travel year 2010/11, source market NRW Thousands of travellers in travel year 10/11 Niedersachsen/ Bremen 3.110 Spain Spanien 2.043 The Niederlande Netherlands 1.983 20,6 -13,4 -4,1 1.337 Schleswig-Holstein -15,0 1.230 Italy, Malta Italien, Malta GB, IRE, SKA 935 Long-distance travel Fernreisen 927 Türkei Turkey 880 Österreich Austria 850 MecklenburgVorpommern Change in % over five years 611 -1,2 -15,6 11,7 28,7 -31,3 -18,1 Source: TMN according to GfK TravelScope 2012 Niedersachsen is the holiday destination of choice for holidaymakers from Nordrhein-Westfalen. Even Spain, the most popular foreign destination among Germans, and the nearby Netherlands were only second and third place respectively. Over the past five years, Niedersachsen has greatly expanded its share of the NRW source market. 16 Significance of holiday types among wellness holidaymakers from NRW Activities such as hiking, bicycling, and sports in general are also in demand among wellness holidaymakers from NRW Period travel year 2009/11, source market NRW Deviation from average in % Bathing / seasideam holiday Badeurlaub / Urlaub Meer Event holiday Event- /Veranstaltungsreise 23 -85 Bicycling tour Fahrradtour 35 SocialAktivitäten activities gesellige/soziale Circular tour Rundreise -38 -46 Sports holiday Sporturlaub 33 City tours Städtereise Countryside holiday Urlaub auf dem Land 12 -21 Mountain Urlaub in den holiday Bergen 24 Hiking holiday Wanderurlaub Winter holiday inimthe snow Winterurlaub Schnee 39 -9 Source: TMN according to GfK TravelScope 2012 Inclusion of popular cross-cutting themes can serve as an important instrument for orientation of regional marketing. This makes it easier to appeal to theme holidaymakers from high-volume source markets. Wellness holidaymakers from NRW, for example, also go on hiking, bicycling, and sports holidays with a frequency that is far above average. 17 Significance of types of holidays among city holidaymakers from NRW Additional interest in events among city holidaymakers from NRW Period travel year 2009/11, source market NRW Deviation from average in % Bathing/ seasideam holiday Badeurlaub / Urlaub Meer -5 Event holiday Event- /Veranstaltungsreise 116 Cycling tour Fahrradtour 27 SocialAktivitäten activities gesellige/soziale 26 Wellness 69 Circular tour Rundreise 62 Sports holiday Sporturlaub Countryside holiday Urlaub auf dem Land -17 -35 Mountain Urlaub in den holiday Bergen -29 Hiking holiday Wanderurlaub Winter holiday inimthe snow Winterurlaub Schnee 3 -51 Source: TMN according to GfK TravelScope 2012 In the travel years 2009 – 2011, city holidaymakers from Nordrhein-Westfalen frequently also went on event holidays (116 % above average). Wellness and circular tours are also preferred types of holidays among this thematic group. 18 Trend and significance of intra-German travel figures Average growth + 13.5 % from 2007 to 2011 Destination area Germany, period travel years 2007 – 2011 Circle size = average expenditures per trip and person East (BB, SAH, SAC, TH) 55 50 Nordrhein-Westfahlen 45 Growth in % of trips over 5 years 40 Niedersachsen / Bremen 35 Hamburg 30 Rheinland-Pfalz / Saarland Ost (BB, SAH, SAC, TH) 25 20 15 Berlin Baden-Württemberg 10 5 Schleswig-Holstein 0 Hessen -5 -10 Bayern Mecklenburg-Vorpommern -15 -20 0 2,000 4,000 6,000 8,000 10,000 12,000 14,00016,000 Thousands of holiday trips in travel year 10/11 Source: TMN according to GfK TravelScope 2012 The holiday destination Niedersachsen (incl. Bremen) is positioned toward the front of the pack in comparison with all other German federal states, in terms of both market share and percentage growth over the past five years. 19 Effects of the tourist industry according to economic sectors 2010 The restaurant industry profits the most from tourism 40 Effects in Germany 35 Euro billions 30 25 direct direkt indirect indirekt induced induziert 20 15 10 5 Sp or ts, Re sta cu ltu ur an ra Pr l ti ,a op nd nd Ac er us co le ty tr y isu m an m re d o da ap SR V tio ar * tm n in en du tm Ro str a ad y na tra ge ns m en po t rt Ai an rt Tr ra d av ve pu el l bl ag ic en tra ci ns es H it ea an O lth d th ca to er u r e ro co pe m m ra er to ci rs al se Au rv to Ra ic m e ilw ob s ay ile Ve an tra hi d v cl el re e ta le il as tra in g de up to 3. 5 t Sh ip pi ng 0 * SRV = services Source: DIW econ In the tourism sector, 4.4% of the total gross value added of the German economy is generated just through direct effects. The restaurant sector accounts for a large share of tourism consumption. 20 Additional added value is generated through indirect effects (wholesale providers) and the expenditure of the income resulting along the value-added chain (induced effects). Tourism as an economic factor in Niedersachsen The tourism industry in Niedersachsen accounts for more than 15 billion euros in turnover Overnight stays + Day trips 128 m overnight stays 6.3 billion euros + + Tourism total 38 m business 90 m personal 264 m day trips 46 m Day business trips 310 m days of stay 8.9 m euros 438 m overnight stays/ = days of stay 15.2 m euros • 7.2 m euros absolute contribution of tourism to the aggregate income of Niedersachsen • 338,000 persons earn their livelihood from tourism (employment equivalent) • 320 m euros tax revenue Source: Deloitte & Touche GmbH 2010, based on 2009 data (including rounding discrepancies) With more than 338,000 location-bound jobs (employment equivalent) and 15.2 billion euros in gross turnover, tourism is one of Niedersachsen’s most important industrial sectors. Tourism contributes 320 m euros to municipal tax revenues. 21 Expenditures in the online reservation channel In 2011, one out of every three euros for services booked in advance was spent in the online reservation channel Advance holiday bookings in euro billions (source market Germany) 36,1 35,4 37,7 37,1 35,5 11,3 7,8 2007 8,7 2008 NumberReisen of trips Anzahl Online share in % 21% 24% 12,2 9,1 2009 2010 2011 thereofvorab booked in advance davon gebucht 26% 32% 35% Source: GfK TravelScope 2012 The use of online services in the tourism sector has increased considerably in importance over the past few years. 35 % of all trips booked in advance from the source market Germany are now reserved online. Thus the market share for services booked in advance via this reservation medium has increased by 14 % since 2007. 22 Reservation lead times online and overall Trips are reserved online with a short lead time in comparison with the market as a whole Lead times for all trips reserved or reserved ONLINE (in %, source market Germany) Total 9.0 10.2 14.3 Online 11.5 12.6 16.4 13.6 12.5 14.1 12.1 17.6 22.8 16.4 16.8 Less than 2 weeks before start 3 to 4 months before start 2 to 4 weeks before start 4 to 6 months before start 1 to 2 months before start 6 months + before start 2 to 3 months before start Source: GfK TravelScope 2012 On the whole, more than 66 % of all holidays are booked earlier than two months in advance, 22.8 % are booked even more than six months in advance. The online reservation channel is used more for trips on short notice in comparison with the market as a whole. Online, 11.5 % of reservations are made less than 2 weeks in advance. Other reservation channels are preferred for reservations far in advance. 23 www.tourismuspartnerniedersachsen.de