Germany
Germany is a growing market with the strength of the pound against the euro and the increase in airline capacity for 2010. This year there will be five departure points (Berlin, Düsseldorf, Frankfurt, Hanover and Munich) and an increase of 37% in seat capacity, making it easier for Germans to travel to Jersey. The majority of German holidaymakers book packages via travel agencies and tour operators so it is vital to continue to support the trade with joint marketing activity.
2010 will be an important year for the German market and Jersey Tourism must continue to build on the success of 2009 and raise brand awareness in Germany. A Radio Campaign in the key departure points will be used to create demand for a holiday in Jersey accompanied by a consumer enewsletter directing visitors to Jersey.com. 10,000 copies of an island guide will be produced and distributed to Travel Agencies, Tour Operators and at Consumer Exhibitions. JerseyGermany on Twitter and Facebook will be used as a communication tool for consumers to be kept up-to-date with latest news, updates, messages, films and links. European Special Offers will also be available on Jersey.com for partners to purchase tokens throughout the year.
Visitor Profile / Target Audience
- Empty-nesters – couples aged 45 – 54.
- R&Rs aged 55 – 64.
- DINKS aged 25 – 44.
- In 2009, average age of German Visitor was 52.
Profile of German Staying Leisure Visitors
- Germany is the fourth biggest leisure market in terms of volume and second for on-island expenditure per person.
- 47% stay 7 nights or longer.
- 76% book through a travel agency.
- 53% travel by air.
- 44% travel by sea.
Travel and Booking Behaviour of German Holidaymakers to Jersey
- 80% first time visitors.
- 42% booked their holiday 3 months in advance.
- 53% travelled by air.
Island Expenditure and Duration of Stay
- £499 spend per visitor / 6.17 nights.
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