The use of the internet in tourism is growing at a spectacular rate, as more and more people book their holiday packages, tickets and hotels online. According to Deutsche Welle, this phenomenon is also observed in relation to Greece, when strike movements are in full swing. In these cases, tourists worry about keeping to their holiday schedule and trust the agencies more since they have previously been informed by the internet.
In the 2011/12 tourist season, the percentage of online bookings increased in Germany by 22% compared to the previous year, according to a relevant survey by the Nuremberg-based GfK institute. About 37% of Germans used the internet last year to book a holiday package or at least part of it. The increase in the use of the internet for bookings is particularly large among the 50- to 60-year-olds. In fact, for trips to the USA, Britain and France, the percentage of online bookings exceeds 50%, points out the representative of GfK. Derte Nordbeck and explains: "This development is primarily attributed to the fact that the use of the Internet has now extended to many age groups. Consumers are used to shopping online, from the books they order to their travels."
The increase in the rate of online tourist bookings in Germany is surprising. This is because German consumers are distinguished by the special emphasis they place on the security of their transactions. They want the guarantee that the holiday package they booked matches what they will find. And this guarantee was offered until now only by travel agencies. "Online travel portals are no longer anonymous. One can contact them through the call centers and express their complaint or claim compensation. But indeed, when it comes to expensive tourist packages, luxury vacations or cruises, most people turn to travel agencies", explains Derte Nordbeck.
A large part of those interested combine the security of the travel agency with the abundance of internet offers. He then makes the reservation based on the criteria he gives weight to. And as the representative of GfK emphasizes: "It is observed that the interested party is informed from the internet and then, for security reasons or because he has reservations, closes the package he is interested in at a travel agency. And for this reason it is particularly important for travel agencies to have a presence on the internet."
This phenomenon is also observed in relation to Greece, when strike mobilizations are in full swing. In these cases tourists worry about keeping to their holiday schedule and trust the agencies more.
But also at the international level there is an increase in online bookings at the expense of conventional ones. In Britain, the travel agencies recorded a decrease in their turnover by 5% compared to the previous year. On the contrary, the internet saw an increase of 8%. In the Netherlands, the turnover of tourist offices recorded a decrease of 13% this year, while online bookings remained at a stable level.
One of the interesting findings of the research concerns the holiday budget for German tourists. During last season they spent 1,000 euros per head. "We also find in 2013 that the average amount spent on holidays increased. This is due to two reasons. The first is related to the general increase in prices this year. On the other hand tourists are willing to spend more money on their holidays. This is also demonstrated by the spectacular increase in demand in the package category of 2,000 euros and above", emphasizes Derte Nordbeck.