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1
Positioning and potentials of Greenland, Iceland
and the Faroe Islands on the German holiday
travel market
Report for
October 31, 2012
Ulf Sonntag, NIT/FUR
2
Introduction
» NATA commissioned this report to find out about the position and potentials of the three North Atlantic holiday
destinations Faroe Islands, Greenland and Iceland on the German holiday travel market.
» The central aim is to get a thorough and complete picture on the volume, the structure, the attitudes and
developments of the market potential in Germany, in order to provide a sound basis for the future strategic
planning of the three destinations concerning their marketing efforts, product development and communication on
this market.
» Basis for the analyses in this report is the German Reiseanalyse 2012, the most established syndicated study on
holiday travel demand in Germany.
» The results displayed in this report rely on two different surveys within the Reiseanalyse 2012:
RA 2012 face-to-face
field time: January 2012; 7,703 personal interviews;
representative for the German-speaking population
14+ years in Germany
» General market overview and trends
» Holiday trips to North-Western Europe:
developments and travel behaviour
» Development of volume and structure of the
potential guests to Iceland/Greenland*
» Attitudes and interests of potential guests to
Iceland/Greenland*
» Competition of Iceland/Greenland* with other
destinations in the mind of the potential guest
» Focus: nature holidays
RA online 5/2012
field time: May 2012; 2,515 online interviews;
representative for the German-speaking population
14-70 years in Germany
» Awareness, interest and experience with Faroe
Islands, Greenland and Iceland in Germany
» Structure and Internet use of prospective travellers
to the Faroe Islands, Greenland and Iceland
» Image of the Faroe Islands, Greenland and
Iceland
» Competition of the Faroe Islands, Greenland and
Iceland with other Nordic destinations
» Reasons against travelling to Iceland in the low
seasons
* As NATA commissioned this report after the completion of the RA 2012 face-to-face survey, it was not possible to include the
Faroe Islands explicitly in this survey. Still, from the overlapping of potential guests (chart 26) it is legitimate to assume that more
than 60% of the potential Faroe Islands guests are covered by the joint potential of Iceland/Greenland.
3
» This report on “Positioning and potentials for
Greenland, Iceland and Faroe Islands on the
German market” displays a lot of information and
conclusions about the joint and individual positions
and potentials of the three destinations on the
German market. At least to our knowledge, this
information has never before been available in this
detail for the German market.
» In a generally very stable holiday market with a quite
positive outlook for the future, the development of
the demand for North-Western European
destinations has also been very stable in the past.
On the other hand, the interest for many of these
destinations, among them Iceland/Greenland has
increased significantly in recent years.
» By actual demand, Greenland, Iceland and Faroe
Islands are all very small destinations in the German
holiday market. Within the three destinations, Iceland
has a quite dominating position. On the other hand,
the interest in each of the destinations is huge
compared to the actual demand. The overlapping of
interests for the three destinations is substantial, as
is the overlapping with other Nordic and Non-Nordic
destinations.
» The potential guests for the three destinations do not
differ very much from each other. Comparing the
potential guests to Iceland/Greenland with the
population, you find a high significance of younger
(up to 39 years) and mature persons (40-59 years)
without kids, with a comparatively high social status.
» These results are further refined by the analysis of
the potential guests according to the Sinus-Milieus.
These help to characterise the potential guests as
“explorative” and “curious”.
» The analysis of the attitudes, motivations and
interests of the potential guests give important hints
what topics are well-suited to address these persons
successfully. They also already show the huge
importance of nature and nature-related aspects in a
holiday trip.
» These findings are confirmed and refined by the
results of the image analysis of the three holiday
destinations in the German minds and the potential
guests’ product requirements concerning a nature
holiday.
» The competition analysis shows a very fierce
competition of the three destinations within the
Nordic destinations as well as within worldwide
holiday destinations.
» Altogether these findings show a positive
outlook for all three destinations on the German
holiday travel market. All the information
provided in this report can help Greenland,
Iceland and the Faroe Islands to successfully
compete for the German holiday traveller!
General summary of findings
4
Outline: Reiseanalyse 2012 report for NATA
1. General Market Situation and Trends page 5
2. Nordic Destinations on the German Holiday Market page 14
3. Market Potentials of Greenland/Iceland/Faroe Islands in Detail page 22
3.1 Volume page 22
3.2 Socio-demographic structure page 30
3.3 Developments and Sinus-Milieus page 41
3.4 Holiday related attitudes, motivations and interests page 51
4. Image of Greenland/Iceland/Faroe Islands page 57
5. Focus: Nature Holiday – Product Requirements page 66
6. Competitive situation page 73
7. Reasons against Iceland in the Low Season page 80
8. Reiseanalyse 2012: Study profile page 84
5
Holiday travel propensity (holidays = 5+ days)
Stable demand on high level
52%
78%
72% 76%
74% 76%
0%
20%
40%
60%
80%
100%
54 64 74 84 95 96 2000 2003 2005 2007 2009 2011
» 2011 was a good year for
travelling. The number of
German holiday makers and
their holiday expenditure
has never been higher than
in the past year.
» The holiday travel
propensity reached more
than 76%. This is the
proportion of the population
(70.3 million people: 14+
years, German-speaking in
private households) which
has undertaken at least one
holiday trip of 5 days and
more.
» This figure has been very
stable over the last 15
years.
Share (in % of the population), who went on at least one holiday trip (5+ days) per year
Basis: German-speaking population 14+ years; until 1990 only West Germany;
until 2009 only Germans 14+ years
Key figures of tourism demand 2010 2011
Population14+ (million) 70.5 70.3
Travel propensity (in % of population) 75.7 76.2
Travellers (million) 53.4 53.6
Holiday trips (million) 69.5 69.5
Holiday travel expenditure (billion €) 58.7 60.3
1. General market situation and trends
6
Holiday destinations 1954 until 2011: In the past 15 years quite stable
on today‘s level of 69% international and 31% domestic holidays
0
10
20
30
40
50
60
70
80
90
100
1954 62 66 70 74 78 82 86 90 94 98 2000 2005 2008
%
» Continuous increase of
international travel until
1989.
» A short boom of domestic
trips shortly after the
reunification.
» Since then stagnation
around the level of
30% domestic vs.
70% international holidays.
» The travel year 2011 again
fits perfectly in this scheme
with a market share of
69% international trips vs.
31% domestic.
International: 69%
Domestic: 31%
2011
Basis: All holiday trips (5+ days) of the German-speaking population 14+ years;
until 1990 only West Germany; until 2009 only Germans 14+ years
German
reunification
1. General market situation and trends
7
Holiday destinations 2011:
about 1/3 Germany, 1/3 Mediterranean, 1/3 „Rest of the World“
» With a market share of
approximately one third of
all holiday trips, Germany
remains the most popular
holiday destination. A
further third of holiday trips
2011 led to destinations
around the Mediterranean,
the last third to other
destinations around the
world.
» This distribution has proven
very stable over the years.
» Significant changes are not
to be expected for the near
future.
» Market share of North-West
Europe of around 5%.
» Decrease for North-West
Europe 1995-2005. Since
then small increase.
Explanation:
Alps = Regions of the Alps in CH, AT, FR, IT und DE
North-West Europe = NO, SE, FI, DK, IE, UK, IS, GL
Basis: All holiday trips (5+ days) of the German-speaking population 14+ years;
until 2009 only Germans.
0%
5%
10%
15%
20%
25%
30%
35%
40%
Germany Mediterranean Alps North-WestEurope
EasternEurope
Long Haul
1995
2000
2005
2011
1. General market situation and trends
8
Holiday landscape preferences: 20% prefer Sea/Coast and 16%
Islands in the NORTH – stable over the past 20 years
» Sea/Coast and Islands in the
SOUTH are the most
preferred holiday landscapes
of the Germans, when asked
in what kind of landscape
they want to spend their
holidays.
» Sea/Coast and Islands in the
NORTH are preferred by
20% and 16% of the
population.
» The figures for Sea/Coast
and Islands in the NORTH
remained stable over the
past 20 years.
» Big increases for Sea/Coast
and Islands in the SOUTH,
Lakes, Plains and Cities.
» Decreases for Hills and
Mountains.
46%
41%
26%
20% 17% 16% 16%
14% 13% 11%
1987
2008
Basis: German population 14+ years
Question: Which of the following landscapes/sceneries do you prefer for a holiday?
1. General market situation and trends
9
13%
21%
7%
8%
44%
14%
28%
15%
7%
35%
Transport carrierdirectly
Accommodationdirectly
Internet portal
Tour operatordirectly
Travel agency
Holiday organisation and booking: Structural change!
» Holiday makers more
frequently use the rising
number of convenient options
for direct bookings, especially
via Internet: As a result, tour
packages and travel agencies
have lost market shares in the
past years, but are still the
most important organisation
form and booking channel by
far.
» Accommodation providers and
Internet portals have increased
their market share.
17%
6%
11%
27%
48%
16%
5%
13%
33%
43%
No advance booking
Other servicesseparately
Ticket separately
Accommodationseparately
(Modular) tourpackages
2011
2005
Holiday organisation („how?“) Booking channels („where?“)
Basis: Holiday trips (5+ days) of the German-speaking
population 14+ yrs., 2005 only Germans
Basis: Holiday trips (5+ days) with advance booking of
the German-speaking population 14+ yrs., 2005 only
Germans
1. General market situation and trends
10
3/4 of the German population with Internet access –
More than three times as many as 2000
» The share of the population
with Internet access (at
home, at work or elsewhere)
has increased dramatically
over the past decade.
» Since 2000, Internet access
has more than tripled from
22% of the population to
73% in January 2012.
» Nowadays, the Internet is of
very high importance when
it comes to holiday travel
decision making,
information and booking.
22%
39%
47%
54%
62%
68%
73%
2000 2002 2004 2006 2008 2010 2012
Basis: German-speaking population 14+ years; until 2010 only Germans 14+ years
1. General market situation and trends
11
10
29
45
51 55
2
11
24
29 33
2000 2004 2008 2010 2012
39
45
16
23
2010 2012
Growing importance of the Internet concerning
holiday information and booking
in %
Internet for information
concerning holiday trips
therein
within the last 12 months
Internet for booking of
holiday trips
therein
within the last 12 months
» 55% of the population
already used the Internet for
holiday information. Since
2000, this figure grew by
factor 5. More than 80% of
these persons looked for
holiday information online
within the last year.
» 33% of the population
already used the Internet to
book holiday travel services
at least once in their life.
In 2000, this was still an
absolute novelty.
» Two thirds of the Internet
bookers also booked online
during the last year.
Basis: German-speaking population 14+ years; until 2010 only Germans 14+ years
1. General market situation and trends
12
2012 to be another good year for the German holiday market
58% 58%
32% 32%
11% 11%
2011 2012
NO
undecided
YES
Decision status
concerning going on
holiday trips 2012
(Status: January 2012)
» In 2012, the ‘wanderlust’ in
Germany is at the same level
as last year. Many have
concrete travel plans.
» Most are planning with the
same holiday budget as the
year before, 12% want to
spend even more.
» Nevertheless, the outlook on
the economic situation has
become somewhat less
optimistic.
» However, travel plans are
rather made on the basis of
the personal economic
situation and these figures
have remained stable
compared to the previous year.
=
=
=
Basis: German-speaking population 14+ years
1. General market situation and trends
13
General long-term trends on the German market until 2020
Volume of holiday travel: Stability with some growth potentials and risks
Destinations: Larger regions have well-defined positions
Leeway for countries/destinations
Duration: Shorter
Seasonality: Declining
Expenditure: Higher price consciousness
Accommodation: Higher quality
Multi-optional consumer: Increasing number of destinations and holiday forms in the relevant set
Combination of more types of holiday in a single trip
Demographic change: More seniors are travelling more
But of course there are more target groups around
Holiday motivation: Stable basic holiday motivation
With higher expectations on fulfillment
Information and decision: Parallel use of many information sources
Private information is replacing professional information
1. General market situation and trends
14
1. General Market Situation and Trends
2. Nordic Destinations on the German Holiday Market
3. Market Potentials of Greenland/Iceland/Faroe Islands in Detail
4. Image of Greenland/Iceland/Faroe Islands
5. Focus: Nature Holiday – Product Requirements
6. Competitive situation
7. Reasons against Iceland in the Low Season
8. Reiseanalyse 2012: Study profile
15
About 5% joint market share of North-West European destinations:
Quite stable during the past decade
» 4.6% of all holiday trips
2011 (5+ days) of the
German population went to
North-West Europe
(Finland, Sweden,
Denmark, Norway, UK,
Ireland, Iceland, Greenland)
» This equals around 3.2
million holiday trips.
» During the last 10 years the
market share of North-West
Europe has been quite
stable on a level between
4% and 5%.
3,9%
4,4% 4,2%
4,7% 4,8% 4,6%
2001 2003 2005 2007 2009 2011
Accumulated market share of North-West European
Destinations (Finland, Sweden, Denmark, Norway, UK, Ireland,
Iceland, Greenland) of all German holiday trips (5+days)
Basis: All holiday trips (5+ days) of the German-speaking population 14+ years;
until 1990 only West Germany; until 2009 only Germans 14+ years
2. Nordic destinations on the German holiday market
16
Holiday trips
in North-West
Europe 2011
Importance of holiday trip
» 74% main holiday trip
» 26% additional holiday trip
* Average of all holiday trips 2011
[3.2 million]
Seasonality
» 15% spring; 58% summer;
22% autumn; 6% winter
Duration
» 11.8 days (Ø: 12.4 days*)
Expenditure per person
» 872 € (Ø: 868 €*)
Organisation
» 43% accommodation separately
» 33% package/modular
» 19% ticket separately
» 16% no advance bookings
Means of transport
» 58% car etc.
» 21% plane
» 10% bus
» 10% ship
Accommodation
» 44% holiday apartment/house
» 29% hotel/inn/pension
» 9% camping
» 5% cruise ship
Type of holiday
» 32% nature holiday
» 28% holiday to relax
» 27% adventure/experience holiday
» 27% family holiday
» 20% activity holiday
Holiday trips 2011 to North-West European destinations: Rather high
seasonality, quite big importance of nature and adventure holidays.
Basis: All holiday trips (5+ days) 2011 of the German-speaking population 14+ years
to 8 North-West European destinations [see Chart 15]
2. Nordic destinations on the German holiday market
17
Travellers to North-West Europe last 3 years: Denmark and UK are
still the biggest destinations despite decreases in recent years
0,3%
0,6%
1,1%
2,4%
2,9%
3,2%
5,5%
Iceland/Greenland
Finland
Ireland
Sweden
Norway
UK
Denmark
2012
1996
» For the German population,
Denmark is the most important
destination in North-West
Europe, followed by UK,
Norway and Sweden.
» 1% or less of the German
population visited Ireland,
Finland and Iceland/Greenland
within the last 3 years.
» Within the North-West Europe
destinations, there have been
some dramatic changes in
Germany demand since 1996.
» UK, Finland and Denmark lost
a lot of German tourists.
» Norway and Iceland/Greenland
had significant increases on
the German market.
- 12%
- 33%
+ 21%
- 8%
- 8%
- 33%
+ 50%
Travellers last 3 years; Set of 59 destinations abroad.
Basis: German-speaking population 14+ years; until 2010 only Germans 14+ years
Explanation:
Change 1996 2012 in %
2. Nordic destinations on the German holiday market
18
Nordic destinations: Almost 40% have ever been to “the North”.
Most popular are Sweden and Norway.
0.4%
2%
4%
12%
14%
15%
15%
17%
26%
34%
Greenland
Faroe Islands
Iceland
Wales
Finland
Ireland
Canada
Scotland
Norway
Sweden
» 39% of the German population
have been to at least one of
these ten Nordic destinations
at least once in their life.
» Within these all-time travellers
to Nordic destinations, Sweden
is by far the most popular
destination (34% have been
there), followed by Norway
(26%).
» Scotland, Canada, Ireland,
Finland and Wales follow, all
on a similar level of 12% to
17%.
» Of the all-time Nordic visitors,
4% have ever been to Iceland,
2% to the Faroe Islands and
0.4% to Greenland.
39% of the German population have
been at least to one of these ten
Nordic destinations at least once in
their life (= 100%)
Source: RA online 5/2012
Basis: German-speaking population 14-70 years;
All-time travellers to 10 Nordic destinations
2. Nordic destinations on the German holiday market
19
4%
6%
7%
9%
11%
12%
14%
Iceland/Greenland
Finland
Ireland
UK
Sweden
Norway
Denmark
2012
1996
- 1%
+ 22%
+ 29%
-14%
+ 9%
+ 17%
+ 34%
Potential travellers to North-West Europe within the next 3 years:
Huge potentials compared to the actual travellers’ figures
» The figures of potential
travellers to North-West
Europe (“definitely planning”
plus “generally considering” to
visit destination within the next
3 years) are much higher than
the numbers of travellers in the
last 3 years There is space
for marketing.
» Denmark’s potential is 2.5x
bigger than its actual market
share.
» The “smaller” the destination,
the bigger this factor: The
potential for Iceland/Greenland
is 13x higher than the actual
market share.
» With the exception of UK and
Denmark, the potential for all
destinations grew significantly
since 1996.
Potential travellers next 3 years (“definitely planning” plus “generally considering”);
Set of 59 destinations abroad.
Basis: German-speaking population 14+ years; until 2010 only Germans 14+ years
Explanation:
Change 1996 2012 in %
2. Nordic destinations on the German holiday market
20
7%
8%
17%
18%
21%
36%
37%
39%
40%
44%
Faroe Islands
Greenland
Wales
Finland
Iceland
Norway
Sweden
Ireland
Scotland
Canada
80% of the German population
would like to go to at least one of
these ten Nordic destinations in the
next 5 years (= 100%)
Nordic destinations: 80% would like to go “North”. Iceland more
popular than Finland and Wales. Greenland in front of Faroe Islands.
» 80% of the German population
would like to go to at least one of
these ten Nordic destinations in
the next 5 years.
» Within this potential, Canada is
the most popular destination
(44% would like to go there).
» Scotland, Ireland, Sweden and
Norway follow, all on a similar
level of 36% to 40%.
» With 21% all the potential Nordic
guests, Iceland is more popular
than Finland and Wales.
» 8% would like to go to
Greenland, 7% to Faroe Islands.
» The contrast in ranking of the
actual and the potential guests is
quite striking. This highlights
today’s advantages of some
destinations in terms of
perceived attractiveness.
Source: RA online 5/2012
Basis: German-speaking population 14-70 years;
Prospective travellers to 10 Nordic destinations
Explanation: The differing volume figures of the potentials in the two surveys
(Chart 19 and 20) are intentional and due to different questions and competitive sets.
2. Nordic destinations on the German holiday market
21
Summary
» Destinations in North-West Europe (Finland,
Sweden, Denmark, Norway, UK, Ireland, Iceland,
Greenland) attracted about 5% of all holiday trips
2011 (5+days) of the German population.
» This market share has remained rather stable over
the past decade.
» The holiday travel behaviour to North-Western
Europe is characterised by a rather high seasonality
and a quite big importance of nature and
adventure/experience holidays.
» In both rankings of the actual demand for the North-
Western European and Nordic destinations we see
Iceland, the Faroe Islands and Greenland on the last
places.
» The ranking of North-Western European destinations
is led by Denmark, UK and Norway.
» The ranking of Nordic destinations is led by Sweden,
Norway and Scotland.
» Since 2006, only Norway and Iceland/Greenland
improved their actual market share, the other five
North-Western European destinations lost.
» The look at the market potentials of the North-
Western European and Nordic destinations show
much higher figures than for the actual demand.
» This indicates space for marketing for each of the
destinations.
» The ratio of market share to market potential varies
very much with the “size” of the destination on the
German market: Denmark’s potential is 2.5x bigger
than its actual market share. The potential for
Iceland/Greenland is 13x higher than the actual
market share.
» The market potential ranking of North-Western
European destinations shows Iceland/Greenland on
the last place. The ranking is led by Denmark,
Norway and Sweden.
» The market potential ranking of the Nordic
destinations shows a more differentiated picture with
Iceland ranking 6, behind Norway, but in front of
Finland and Wales. Greenland and the Faroe Islands
can be found on the last two positions. The ranking
is led by Canada, Scotland and Ireland.
» Since 2006, Iceland/Greenland experienced the
biggest increase of interest of all North-Western
European destinations.
2. Nordic destinations on the German holiday market
22
1. General Market Situation and Trends
2. Nordic Destinations on the German Holiday Market
3. Market Potentials of Greenland/Iceland/Faroe Islands in Detail
3.1 Volume
3.2 Socio-demographic structure
3.3 Developments and Sinus-Milieus
3.4 Holiday related attitudes, motivations and interests
4. Image of Greenland/Iceland/Faroe Islands
5. Focus: Nature Holiday – Product Requirements
6. Competitive situation
7. Reasons against Iceland in the Low Season
8. Reiseanalyse 2012: Study profile
23
A person has to be aware of a holiday destination
to be able to consider it for a holiday trip.
Source: RA online 5/2012;
Awareness of 10 Nordic destinations
Only if a destination is in the consideration set of
a person, this person is likely to eventually travel
to this destination.
Source A: RA online 5/2012; Prospective travellers Greenland,
Iceland, Faroe Islands (“would like to go within the next 5 years”)
in a set of 10 Nordic destinations.
Source B: RA 2012 face-to-face; Potential visitors
Iceland/Greenland 2012-2014 (“almost definitely“ or “generally
considering“) in a set of 59 destinations worldwide.
When dealing with “small” destinations, it makes
sense to identify the visitors of a longer timespan.
Source A: RA online 5/2012; All-time visitors Greenland, Iceland,
Faroe Islands in a set of 10 Nordic destinations.
Source B: RA 2012 face-to-face; Visitors 2009-2011 to
Iceland/Greenland in a set of 59 destinations worldwide.
Awareness
Potential
Visitors
Visitors
The concept to measure awareness, interest and actual demand
for Greenland, Iceland and Faroe Islands in the Reiseanalyse
In the following analyses we use the
wording „prospective travellers“
when referring to the results of the
RA online and „potential guests“
when referring to the results of the
RA face-toface.
3.1 Market potentials: Volume
24
Awareness for Greenland, Iceland, Faroe Islands as
holiday destinations: Almost everybody knows Iceland and Greenland.
61%
86%
88%
Faroe Island
Greenland
Iceland
» 88% of the German population
are aware of Iceland as a
holiday destination, almost as
many are aware of Greenland.
» The awareness of the Faroe
Islands (61%) is significantly
lower.
» For all three countries the
awareness figures in the
German population are
sufficient to provide a solid
basis for potential visitors.
» A campaign to stimulate the
awareness of each destination
does not seem necessary.
Source: RA online 5/2012
Basis: German-speaking population 14-70 years
Question: Now we are talking about holiday destinations in the North. Using this list,
please tell me which of these holiday destinations do you know, if only by name?
3.1 Market potentials: Volume
25
Interest for Greenland, Iceland, Faroe Islands as
holiday destinations in the future
» 2.7 million persons (or 3.9% of
the German population 14+
years) are “almost definitely
planning” or “generally
considering” Iceland/Greenland
as a holiday destination in the
next 3 years.
» 12.6 million persons (or 20.9%
of the German population 14-70
years) “would like to go” to
Greenland, Iceland or the Faroe
Islands within the next 5 years:
» 10.0 million (16.7%) would like to
go to Iceland.
» 3.8 million (6.3%) would like to go
to Greenland.
» 3.4 million (5.6%) would like to go
to the Faroe Islands.
» The differing volume figures of
the potentials in the two
surveys are intentional and due
to different questions and
competitive sets.
Prospective travellers
Greenland/Iceland/Faroe
Islands „would like to go
within the next 5 years“
Source: RA online 5/2012;
set of 10 Nordic destinations
Potential guests
Iceland/Greenland 2012-
2014 „almost definitely“ or
„generally considering“
Source: RA face-to-face 2012;
set of 59 destinations worldwide
Population
2.7
million
12.6
million
10.0 million 3.8
million
3.4
million
Potential visitors for each
destination „would like to
go within the next 5
years“
Source: RA online 5/2012;
set of 10 Nordic destinations
Source: RA 2012 face-to-face; RA online 5/2012
Basis: German-speaking population 14+ years resp. 14-70 years
3.1 Market potentials: Volume
26
Interest for Greenland, Iceland, Faroe Islands as holiday
destinations in the next 5 years: Overlapping and ratios
Prospective
travellers to the
North-Atlantic
Islands
12.6 Mio.
a
b
c
d
e
f g
Basis: 12.6 million
prospective travellers to
the North-Atlantic Islands % million
a 10% 1.3
b 11% 1.4
c 5% 0.7
d 1% 0.1
e 8% 1.1
f 11% 1.3
g 54% 6.8
Source: RA online 5/2012
Basis: German-speaking population 14-70 years
» Most of the persons (54%)
interested in a holiday on the
North-Atlantic Islands are
interested in Iceland only (g).
» 10-11% of the prospective
travellers to the North-Atlantic
Islands are interested in all
three Islands (a), in Iceland
and Greenland (b) and Faroe
Islands only (f).
» 8% are interested in
Greenland only (e), 5% in
Iceland and Faroe Islands (c)
and 1% in Greenland and
Faroe Islands (d).
» Overall you can see heavy
overlapping of prospective
travellers of the three
destinations and a certain
domination by Iceland:
80% of the total potential are
interested in Iceland!
3.1 Market potentials: Volume
27
Travellers to Greenland, Iceland, Faroe Islands in the past
» 0.3 million persons (or 0.4% of
the German population 14+
years) have visited
Iceland/Greenland as a holiday
destination in the last 3 years.
» 1.3 million persons (or 2.2% of
the German population 14-70
years) have been to Green-
land, Iceland or the Faroe
Islands at least once in their
life:
» 0.9 million (1.4%) have been to
Iceland.
» 0.5 million (0.8%) have been to
the Faroe Islands.
» Less then 0.1 million (0.1%) have
been to Greenland.
All-time visitors to
Greenland/Iceland/Faroe
Islands
Source: RA online 5/2012;
set of 10 Nordic destinations
Travellers to
Iceland/Greenland
2009-2011
Source: RA face-to-face 2012;
set of 59 destinations worldwide
Population
1.3 million
All-time visitors for each
destination
Source: RA online 5/2012;
set of 10 Nordic destinations
0.3 million
0.9
million
0.5
million
<0.1
million
Source: RA 2012 face-to-face; RA online 5/2012
Basis: German-speaking population 14+ years resp. 14-70 years
3.1 Market potentials: Volume
28
Ratio of awareness, interest and experience with the holiday
destinations Greenland, Iceland, Faroe Islands
87,8%
16,7%
1,4%
Awareness Interest All-time visitors
-81% -92%
86,0%
6,3% 0,1%
Awareness Interest All-time visitors
-93% -98%
61,0%
5,6% 0,8%
Awareness Interest All-time visitors
-91% -86%
» On the step from awareness to
interest, the three destinations
can “keep” only 7%
(Greenland), 9% (Faroe) and
19% (Iceland) of the persons
who know the destination as
potential guests.
» On the step from potential to
actual travel, only 2%
(Greenland), 4% (Faroe) and
8% (Iceland) of the potential
guests have ever visited the
respective destination.
» In contrast: For Sweden, 32%
of the persons aware of this
holiday destination are
potential guests and 45% of
the potential guests have been
to Sweden.
Source: RA online 5/2012
Basis: German-speaking population 14-70 years
3.1 Market potentials: Volume
29
Summary
Awareness:
» 88% of the German population are aware of Iceland
as a holiday destination.
» Almost as many know Greenland (86%).
» The figure for the Faroe Islands (61%) is somewhat
lower.
Market Potential:
» 2.7 million persons (or 3.9% of the German
population 14+ years) are “almost definitely planning”
or “generally considering” to visit Iceland/Greenland
as a holiday destination in the next 3 years.
» 12.6 million persons (or 20.9% of the German
population 14-70 years) “would like to go” to
Greenland, Iceland or the Faroe Islands within the
next 5 years: 10.0 million to Iceland, 3.8 million to
Greenland and 3.4 million to the Faroe Islands.
» Overall, you can see heavy overlapping of the
prospective travellers of the three destinations and a
certain domination by Iceland: 80% of the whole
potential are interested in Iceland!
» The differing volume figures of the potentials in the
two surveys are intentional and due to different
questions and competitive sets.
Travel Experience:
» 0.3 million persons (or 0.4% of the German
population 14+ years) have visited Iceland/
Greenland as a holiday destination in the last 3
years.
» 1.3 million persons (or 2.2% of the German
population 14-70 years) have been to Greenland,
Iceland or the Faroe Islands at least once in their life:
0.9 million have been to Iceland, 0.5 million to the
Faroe Islands and less then 0.1 million to Greenland.
Relation of Awareness/Potential/Experience:
» On the step from awareness to interest, the three
destinations can “keep” only 7% (Greenland), 9%
(Faroe) and 19% (Iceland) of the persons who know
the destination as potential guests.
» On the step from potential to actual travel, only 2%
(Greenland), 4% (Faroe) and 8% (Iceland) of the
potential guests have ever visited the respective
destination.
» In contrast: For Sweden 32% of the persons aware
of this holiday destination are potential guests and
45% of the potential guests have been to Sweden.
3.1 Market potentials: Volume
30
Prospective travellers to Faroe Islands/Greenland/Iceland:
Sex & Age
German
population
Male 50%
Female 50% 53%
47%
49%
51%
51%
49%
German
population
14-19 years 9%
20-29 years 16%
30-39 years 16%
40-49 years 22%
50-59 years 19%
60-69 years 18%
Ø (years) 42.7 42.6 39.8 40.5
18%
17%
20%
19%
22%
4%
11%
15%
24%
18%
27%
5%
13%
18%
23%
17%
21%
9%
Source: RA online 5/2012
Basis: German-speaking population 14-70 years; prospective travellers to
Faroe Islands, Greenland, Iceland within the next 5 years.
» The prospective travellers to
the 3 North Atlantic destinations
are quite evenly distributed on
both sexes.
» Only for the Faroe Islands you
can see a slightly more female
potential.
» The majority of prospective
travellers to the 3 destinations
is 20-49 years old:
» Faroe Islands (61%)
» Greenland (69%)
» Iceland (61%)
» Consequently, the prospective
travellers to Greenland are the
youngest, the ones to the Faroe
Islands are the oldest.
» For all 3 destinations, the age-
group of 20-29 years is over-
represented, the 14-19 years
are under-represented. For
Greenland and Iceland, the 60-
69 years are under-
represented.
Sex
Age
3.2 Market potentials: Socio-demographic structure
31
Prospective travellers to Faroe Islands/Greenland/Iceland:
Education and Marital Status
German
population
Basic (up to 9 school years)
39%
Realschule (10 school years)
33%
Abitur (13 years,
university entry level) 10%
University Graduation 18% 20%
18%
30%
33%
20%
16%
35%
30%
23%
14%
31%
32%
German
population
Living alone (not married before)
31%
Living with partner 12%
Married 45%
Living alone (married before)
12% 12%
41%
14%
32%
9%
39%
17%
35%
12%
37%
15%
36%
Education
Marital status
» The prospective travellers to
the 3 North Atlantic destinations
have a comparatively high level
of education.
» Compared to the 28% in the
German population with Abitur
or better, you find:
» 38% for Faroe Islands
» 36% for Greenland
» 37% for Iceland
» Concerning their martial status,
the biggest group of
prospective travellers to the 3
destinations is married, almost
as many are living alone (with
no prior marriage).
» Compliant to the age structure
of the prospective travellers,
those living alone (with no prior
marriage) and those living with
partner (without being married)
are over-represented.
Source: RA online 5/2012
Basis: German-speaking population 14-70 years; prospective travellers to
Faroe Islands, Greenland, Iceland within the next 5 years.
3.2 Market potentials: Socio-demographic structure
32
Prospective travellers to Faroe Islands/Greenland/Iceland:
Profession
German
population
Self-employed 8%
Employee 21%
Civil Servant 17%
Worker 12%
Student 16%
Not working 13%
Retired 14% 9%
16%
11%
6%
16%
27%
14%
» Concerning their profession,
the biggest group of
prospective travellers to all
three destinations is made of
employees (26%-27%),
compared to 21% in the
population.
» For the Faroe Islands, the
next important groups of
professions are civil servants,
not working and self employed,
the self employed being over-
represented.
» For Greenland, the next
important groups are students,
self employed and civil
servants, the self employed
being over-represented.
» For Iceland the next important
groups are students and civil
servants.
11%
12%
18%
10%
17%
26%
6%
10%
12%
15%
11%
13%
26%
13%
Profession
Source: RA online 5/2012
Basis: German-speaking population 14-70 years; prospective travellers to
Faroe Islands, Greenland, Iceland within the next 5 years.
3.2 Market potentials: Socio-demographic structure
33
Prospective travellers to Faroe Islands/Greenland/Iceland:
Monthly household net income
German
population
Up to 1,000 € 12%
1,001-1,500 € 13%
1,501-2,000 € 13%
2,001-2,500 € 18%
2,501-3,000 € 15%
3,001-4,000 € 18%
4,000+ € 12%
Ø (€) 2,596 2,548 2,636 2,536
13%
11%
19%
19%
11%
16%
12%
» The income structure of
prospective travellers to the
three destinations is very
similar to that of the German
population.
» With an average income of
2,640 €, the prospective
travellers to Greenland are
above the population mean.
With 2,550 € resp. 2,340 € the
prospective travellers to the
Faroe Islands and Iceland are
very little below the population
mean.
» For Greenland the income
group of 4.000+ EUR is over-
represented. For the Faroe
Islands and Iceland the income
group of 2,500 to 3,000 € is
over-represented. 12%
15%
18%
16%
12%
12%
15%
16%
15%
16%
15%
13%
11%
15%
Income
Source: RA online 5/2012
Basis: German-speaking population 14-70 years; prospective travellers to
Faroe Islands, Greenland, Iceland within the next 5 years.
3.2 Market potentials: Socio-demographic structure
34
Prospective travellers to Faroe Islands/Greenland/Iceland:
Place of residence by federal state
German
population
Schleswig-H. 3%
Hamburg 2%
Niedersachsen 10%
Bremen 1%
NRW 22%
Hessen 7%
Rheinland-P. 5%
Baden-W. 13%
Bayern 15%
Saarland 1%
Berlin 4%
Brandenburg 3%
Mecklenburg-V. 2%
Sachsen 5%
Sachsen-A. 3%
Thüringen 3% 2%
2%
3%
3%
3%
4%
1%
16%
14%
6%
6%
20%
0%
13%
4%
3%
» Most prospective travellers to
all three destinations live in the
four most populated federal
states [NRW, Bayern, Baden-
W., Niedersachsen]:
» 63% Faroe Islands
» 60% Greenland
» 55% Iceland
» For the Faroe Islands,
Niedersachsen and Hamburg
is slightly over-represented.
» For Greenland, Bayern,
Baden-W., Schleswig-H.,
Berlin and Brandenburg are
over-represented. NRW is
under-represented.
» For Iceland, Baden-W.,
Schleswig-H., Rheinland-P.
and Brandenburg are over-
represented. NRW and Bayern
are under-represented.
1%
2%
4%
2%
5%
7%
0%
19%
15%
6%
6%
15%
0%
11%
2%
5%
3%
2%
4%
4%
5%
5%
1%
12%
16%
7%
8%
18%
1%
9%
2%
5%
Federal state
Source: RA online 5/2012
Basis: German-speaking population 14-70 years; prospective travellers to
Faroe Islands, Greenland, Iceland within the next 5 years.
3.2 Market potentials: Socio-demographic structure
35
Prospective travellers to Faroe Islands/Greenland/Iceland:
Frequency of general Internet use
German
(online)
population
» As we were asking the questions
to identify prospective guests to
the three destinations in the RA
online, all interviewees obviously
have Internet access.
» This leads to a certain bias
concerning all questions about
Internet use.
» Hence, the figures on the next
charts can be interpreted as
slightly inflated, as prospective
travellers without Internet access
are not covered in the basis.
» The results show that Internet
use is something natural and
almost everybody is online at
least once a day, most of the time
even several times daily:
» 88% Faroe Islands
» 92% Greenland
» 91% Iceland
72% 74% 77% 76%
17% 14% 15% 15%
7% 10% 6% 8% 4% 2% 2% 1%
Once a week or less
2 to 5 times per week
Once per day
Several times daily
Source: RA online 5/2012
Basis: German-speaking population 14-70 years; prospective travellers to
Faroe Islands, Greenland, Iceland within the next 5 years.
3.2 Market potentials: Socio-demographic structure
36
Prospective travellers to Faroe Islands/Greenland/Iceland:
Internet use for holiday information and holiday bookings
German
(online)
population
» The prospective travellers to
all three destinations show a
very high use of the Internet
for holiday travel information
and booking.
» The figures are even above
the already high figures of the
German (online) population.
» Hence the Internet can be
seen as a central source for
communication.
» ATTENTION: Still you should
not limit your communication to
“online-only”, because every
prospective guest uses many
on- and offline sources
simultaneously when planning
a holiday.
79% 89% 85% 83%
Source: RA online 5/2012
Basis: German-speaking population 14-70 years; prospective travellers to
Faroe Islands, Greenland, Iceland in the next 5 years.
62% 70% 68% 69%
Internet use for holiday
travel information [ever]
Internet use for holiday
travel bookings [ever]
3.2 Market potentials: Socio-demographic structure
37
Prospective Travellers Faroe/Greenland/Iceland:
Mobile Internet
German
(online)
population
37% 38% 49%
40%
15% 16%
12%
16%
48% 46% 39%
44%
No Mobile Internet
Mobile Internet withother Devices
Mobile Internet withSmart Phone
Source: RA online 5/2012
Basis: German-speaking population 14-70 years; prospective travellers to
Faroe Islands, Greenland, Iceland in the next 5 years.
» A little more than half of the
German online population
have mobile access to the
Internet, 37% via smart
phones, 15% only with other
mobile devices.
» The figures for the prospective
guests to the Faroe Islands
and to Iceland are similar.
» The prospective guests to
Greenland have a higher
mobile Internet access rate:
49% via smart phone and a
further 12% with other mobile
devices.
3.2 Market potentials: Socio-demographic structure
38
Use of the mobile Internet during holidays: The link back home and
handy for holiday related information.
» While on holiday, the most
important function of the
mobile Internet is the link back
home via e-mail and news and
social networks.
» The mobile Internet also
provides important information
for a successful holiday - from
the weather forecast to the bus
timetable.
» More advanced mobile
applications with location
based or personalised
information are so far used
comparatively less.
» The same is true for holiday
bookings via mobile Internet
while on holidays.
2%
3%
6%
4%
9%
15%
15%
23%
23%
24%
37%
17%
26%
31%
48%
Other bookings
Transport booking
Accommodation booking
Personalised information
Location based information
Other tourist topics at destination
Public transport
Destination in general
Orientation and navigation
Attractions/events at destination
Weatherforecast
Other non-tourist use
Social networks
News online
E-Mails
59%
non-tourist
information
50%
tourist
information
11%
location based /
personal
8%
booking
Source: RA online 11/2011
Basis: German-speaking population 14-70 years with mobile Internet access and (short)
holiday travel in the last 12 months
3.2 Market potentials: Socio-demographic structure
39
People consider the Mobile Internet very helpful for getting the
information they need on their trips in the future.
» Concerning the mobile
Internet, we not only wanted to
know how many are using it,
but also how it is considered to
help with typical information
needs in future holidays.
» So we asked everybody (not
only those with mobile Internet
access) about typical
information needs during a
holiday and if they thought the
mobile Internet could help
them with these information
needs in the future.
» The biggest information needs
are concerning “activities and
leisure offers”, “gastronomy”,
“transport” and “local
conditions”.
» In every case more than 80%
of the population consider the
mobile Internet useful in the
future.
Activities and
leisure offers
49%
Gastronomy
28%
Local
conditions
11%
Transport /
Navigation
25%
Accom
modati
on
8%
YES, mobile
Internet
helpful
NO, mobile
Internet not
helpful
Desti-
nation
7%
Typical
situations in a
holiday, when
you need
information
and tips
Could the
mobile Internet
be helpful in
the future?
Source: RA online 11/2011
Basis: German-speaking population 14-70 years
3.2 Market potentials: Socio-demographic structure
40
Summary
Socio-demography:
» For almost all socio-demographic factors, the
structures of the prospective travellers to the Faroe
Islands, to Greenland and to Iceland do neither differ
very much from each other nor are there big
differences compared to the population.
» The majority of prospective travellers to the 3
destinations are 20-49 years old. For all 3
destinations the age-group of 20-29 years is over-
represented, the 14-19 years are under-represented.
For Greenland and Iceland the 60-69 years are
under-represented.
» The prospective travellers to the 3 North Atlantic
destinations have a comparatively high education.
» With an average income of 2,640 € the prospective
guests of Greenland are above the population mean.
With 2,550 € and 2,340 € the prospective guests of
the Faroe Islands and of Iceland are very little below
the population mean. For Greenland the income
group of 4.000+ EUR is over-represented. For the
Faroe Islands and Iceland the income group of 2,500
to 3,000 € is over-represented.
» Most prospective guests of all three destinations live
in the four most populated federal states [NRW,
Bayern, Baden-W., Niedersachsen].
Internet Use:
» Due to methodological reasons (online survey), all
interviewees have Internet access. This leads to a
certain bias with slight overestimates concerning all
questions about Internet use, since persons without
Internet access are not covered in the basis!
» For the prospective travellers with Internet access,
the use of the Internet is something natural and
almost everybody is online at least once a day, most
of the time even several times daily.
» They show a very high use of the Internet for holiday
travel information and booking. The figures are even
above the already high figures of the German
(online) population.
» Hence, the Internet can be seen as on central source
of communication. ATTENTION: Still you should not
limit your communication to “online-only” because
every prospective guest uses many on- and offline
sources simultaneously when planning a holiday.
» A little more than half of the German online
population have mobile access to the Internet, the
figures for the prospective travellers to the Faroe
Islands and Iceland are similar. The prospective
travellers to Greenland have a higher mobile Internet
access rate of 61%.
3.2 Market potentials: Socio-demographic structure
41
Long-term development of interest and experience with
Iceland/Greenland: Upward trend with some setbacks in the past
2,4
2,9
2,5 2,3 2,2
3,1
3,6 3,6 3,3
2,9
4,3
3,9 3,9
0,1 0,2 0,3 0,2 0,2 0,3 0,3 0,2 0,2 0,3 0,4 0,2 0,3
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
in % interest next 3 years experience last 3 years
Source: RA 2012 face-to-face
Basis: German-speaking population 14+ years
Explanation:
Interest = “almost definitely planning” or “generally considering”
» 3.9% of the German
population 14+ years are
“almost definitely planning” or
“generally considering”
Iceland/Greenland as a holiday
destination 2012-2014.
» This figure increased from
2.4% in 2000 with some
setbacks in the years 2002-
2004 and 2008-2009.
» The development of the actual
travellers to Iceland/Greenland
pretty much follows the same
dynamics, yet the figures are
too small to serve as a basis
for reliable analyses.
» The 3.9% potential guests to
Iceland/Greenland are divided
in 0.4% “hard” potential
(“almost definitely planning”)
and 3.5% “soft” potential
(“generally considering”).
3.3 Market potentials: Developments
42
Life cycle potential guests Iceland/Greenland:
Young and mature persons without kids are most important.
Source: RA 2012 face-to-face
Basis: Persons interested in Iceland/Greenland 2012-2014 (“almost definitely planning”
or “generally considering”), German-speaking population 14+ years
» The life cycle approach
aggregates age, marital status
and children in the household.
» Most important for Iceland/
Greenland are younger (14-39
years) and mature (40-59
years) persons without children.
» These life cycle segments are
over-represented.
» Within these groups, the young
singles and the mature couples
are the most important.
» Families and seniors (60+
years) are comparatively less
important and significantly
under-represented.
» From 2005 to 2012 the
structure of the potential guests
to Iceland/Greenland has
remained quite stable – only the
senior and the mature
segments grew a little on cost
of the young.
25% 29% 25%
13% 15%
11%
8% 5%
8%
9% 6% 7%
24% 21% 24%
7% 11% 9%
10% 9% 11%
4% 4% 5%
2005 2009 2012
senior singles
senior couples
mature single people
mature adult couples
family with olderchildren
family with smallchildren
young couples withoutchildren
young single people
52
57
123
114
71
89
159
151
Index*
* Figures of potential guests to
Iceland/Greenland (RA 2012)
compared to German population
3.3 Market potentials: Developments
43
Place of residence of potential guests Iceland/Greenland: Most from
Southern and Western Germany. East Germany over-represented.
» 16% of the potential guests to
Iceland/Greenland are living in
the North-West of Germany,
35% in the West, 28% in the
South and 21% in the East.
» Within the potential guests, the
East-Germans are over-
represented, the West-
Germans are about average,
South and North-West are
slightly under-represented,
compared with the population
structure.
» From 2005 until 2012 this
structure of the potential
guests to Iceland/Greenland
did not change much: Most
noticeably is the growth of the
South from 24% to 28% on
cost of the West.
16% 15% 16%
40% 42% 35%
24% 21% 28%
20% 22% 21%
2005 2009 2012
East [MV, BR, B,SA, S, TH]
South [BY, BW]
West [NRW, HE,RP, SL]
North-West [SH,NI, HH, HB]
133
80
105
81
Index*
* Figures of potential guests to
Iceland/Greenland (RA 2012)
compared to German population
Source: RA 2012 face-to-face
Basis: Persons interested in Iceland/Greenland 2012-2014 (“almost definitely planning”
or “generally considering”), German-speaking population 14+ years
3.3 Market potentials: Developments
44
Social class potential guests Iceland/Greenland:
The top classes are most important.
22% 23% 19%
19% 24%
20%
20%
19%
17%
15%
18%
23%
12% 6%
9%
7% 6% 8%
5% 4% 4%
2005 2009 2012
Grade 7
Grade 6
Grade 5
Grade 4
Grade 3
Grade 2
Grade 1
35
59
57
112
107
169
174
Index*
* Figures of potential guests to
Iceland/Greenland (RA 2012)
compared to German population
» The social class approach
aggregates income, education
and profession. “Grade 1” is the
highest class, “grade 7” the
lowest.
» Most important for Iceland/
Greenland are “grades 1 and 2”
representing 39% of the
prospective visitors and “grades
3 and 4” representing 40%.
» “Grades 1 and 2” are highly
over-represented, “grades 3
and 4” are slightly over-
represented.
» From 2005 to 2012 “grades 3
and 4” grew from 35% to 40%
mainly on cost of “grades 5 to
7”.
» “Grades 5 to 7” can be
neglected.
Source: RA 2012 face-to-face
Basis: Persons interested in Iceland/Greenland 2012-2014 (“almost definitely planning”
or “generally considering”), German-speaking population 14+ years
3.3 Market potentials: Developments
45
Potential guests Iceland/Greenland:
Sinus-Milieus introduction
Source: Sinus-Institute 2012
Basis: German-speaking population 14+ years
» This target group segmentation
is based on an analysis of
everyday life within our society.
It groups together people with
similar attitudes and ways of life.
» Basic values as well as attitudes
towards work, family, leisure,
money and consumption all play
a part in the analysis.
» The higher the location of the
milieu in this chart, the higher
the level of education, income
and occupational group of its
members.
» The further to the right its
position, the more modern their
basic values in a sociocultural
sense.
» Within this ‘strategic map’, it is
possible to plot products, brands
and media, etc.
Tradition Modernisation / Individualisation Re-orientation
Basic orientation
New middle class milieu
Established conservative
milieu
Liberal intellectual milieu
Socio-ecological milieu
High achiever milieu
Movers and shakers milieu
Adaptive pragmatist milieu
Escapist milieu
Traditional milieu
Precarious milieu
Soci
al s
tatu
s
Low
er c
lass
M
idd
le c
lass
H
igh
er c
lass
7% 7%
7% 10%
6%
14%
15% 15%
9%
9%
© SINUS 2012
3.3 Market potentials: Sinus-Milieus
46
Sinus-Milieu Descriptions: Upper classes
Established
Conservative
Milieu
Liberal Intellectual
Milieu
High Achiever Milieu
Movers and Shakers
Milieu
10.3%, 7.3 million
The classical
establishment
7.2%, 5.1 million
The fundamentally liberal
7.0%, 4.9 million
Multi-optional, efficiency-
oriented top performers
6.3%, 4.4 million
The unconventional
creative avant-garde
» responsibility and
success ethic
» aspirations of
exclusivity and
leadership versus
» tendency towards
withdrawal and
seclusion
» holiday travel demand
above average
» relaxing very important
but without being idle
» culture/nature
» enlightened educational
elite with post-material
roots
» desire for self-
determination
» an array of intellectual
interests
» holiday travel demand
above average
» high expectations
towards their holidays
» culture/relaxing/nature
» with a global economic
mindset and
» a claim to avant-garde
style
» high level of IT and
multi-media expertise
» milieu with the highest
holiday travel demand
» highest holiday travel
spending
» very high expectations
towards their holidays
» active holidays
» hyper-individualistic
» mentally and
geographically mobile
» digitally networked and
» always on the lookout
for new challenges and
change
» high holiday travel
demand
» high holiday spending
» experience/adventure/
curiosity
3.3 Market potentials: Sinus-Milieus
47
Sinus-Milieu Descriptions: Middle classes
Middle Class Milieu Adaptive Pragmatist Milieu Socio-Ecological
Milieu
14.0%, 9.9 million
The modern mainstream with the
will to achieve and adapt
8.9%, 6.3 million
The ambitious young core of
society
7.2%, 5.1 million
Idealistic, discerning consumers
with normative notions of the
‘right’ way to live
» general proponents of the social
order
» striving to become established at
a professional and social level
» seeking to lead a secure and
harmonious existence
» holiday travel demand below
average
» no characteristic holiday
interests and motivations
» with a markedly pragmatic outlook
on life and sense of expedience
» success oriented and prepared to
compromise, hedonistic and
conventional
» flexible and security oriented
» average holiday travel demand
» a little higher expectations towards
their holidays
» fun/curiosity/sun&beach
» pronounced ecological and social
conscience
» globalisation skeptics
» standard bearers of political
correctness and diversity
» holiday travel demand above
average
» holiday travel spending below
average
» culture/nature/relaxing
3.3 Market potentials: Sinus-Milieus
48
Sinus-Milieu Descriptions: Lower classes
Traditional
Milieu
Precarious
Milieu
Escapist
Milieu
15.3%, 10.8 million
The security and order-loving
wartime/post-war generation
8.9%, 6.3 million
The lower class in search of
orientation and social inclusion
15.1%, 10.6 million
The fun and experience-oriented
modern lower class/lower-
middle class
» rooted in the old world of the
petty bourgeoisie or that of the
traditional blue-collar culture
» holiday travel demand below
average
» all holiday motivations and
activities way below average
» with strong anxieties about the
future and a sense of resentment
» keeping up with the consumer
standards of the broad middle
classes in an attempt to
compensate for social
disadvantages
» scant prospects of social
advancement
» a fundamentally delegative/
reactive attitude to life, and
withdrawal into own social
environment
» least holiday travel demand of all
milieus
» living in the here and now
» shunning convention and the
behavioural expectations of an
achievement-oriented society
» average holiday travel demand
and spending.
» important: fun/curiosity/flirt
» not important: nature/health
3.3 Market potentials: Sinus-Milieus
49
Potential guests Iceland/Greenland:
Sinus-Milieus
» This graph shows the structure
of the potential guests according
to the Sinus-Milieus.
» The ‘high achievers’ and ‘movers
and shakers’ are important
milieus with 15% resp. 14%
share of the potential guests –
both are highly over-
represented.
» The ‘escapists’ (18%), the
‘established conservative’ (13%)
and the ‘socio-ecological’ (12%)
have substantial sizes and are
slightly over-represented.
» The remaining milieus are all
comparatively small and
considerably under-represented.
Tradition Modernisation / Individualisation Re-orientation
Basic orientation © SINUS 2012
Soci
al s
tatu
s
Low
er c
lass
M
idd
le c
lass
H
igh
er c
lass
new middle
class
established
conservative
liberal
intellectual
socio-ecological
high
achiever
movers
& shakers
adapted pragmatist
escapist
traditional
precarious
© SINUS 2012
6% 15%
12%
13% 14%
6%
18%
5%
4%
7%
[Index: 36]
[Index: 124]
[Index: 39]
[Index: 51]
[Index: 120]
[Index: 174]
[Index: 89]
[Index: 201]
[Index: 226]
[Index: 72]
Source: RA 2012 face-to-face
Basis: Persons interested in Iceland/Greenland 2012-2014 (“almost definitely planning”
or “generally considering”), German-speaking population 14+ years
3.3 Market potentials: Sinus-Milieus
50
Summary
Volume developments:
» 3.9% of the German population 14+ years are
“almost definitely planning” or “generally considering”
Iceland/Greenland as a holiday destination 2012-
2014.
» This figure increased from 2.4% in 2000 with some
setbacks in the years 2002-2004 and 2008-2009.
Structure developments:
» Looking at the life cycles of the potential guests to
Iceland/Greenland, younger (14-39 years) and
mature (40-59 years) persons without kids are most
important. Within these groups the young singles
and the mature couples are the biggest.
» From 2005 to 2012, the structure of the potential
guests to Iceland/Greenland has remained quite
stable – only the senior and the mature segments
grew a little on cost of the young.
» 16% of the potential guests to Iceland/Greenland are
living in the North-West of Germany, 35% in the
West, 28% in the South and 21% in the East.
» From 2005 until 2012 this structure of the potential
guests to Iceland/Greenland did not change much:
Most noticeably is the growth of the South from 24%
to 28% on cost of the West.
» Concerning the social class of the prospective visitors
of Iceland/ Greenland the highest classes are most
important: “grades 1 and 2” representing 39% of the
prospective visitors and “grades 3 and 4” representing
40%.
» From 2005 to 2012 “grades 3 and 4” grew from 35% to
40% mainly on cost of “grades 5 to 7”.
Sinus Milieus:
» The Sinus-Milieus group together people with similar
attitudes and ways of life. Basic values as well as
attitudes to work, family, leisure, money and
consumption all play a part in the analysis. The milieu
data can be a valuable addition to a socio-
demographic or product related customer
segmentation.
» For Iceland/Greenland, the “high achievers” and
“movers and shakers” are important milieus with 15%
resp. 14% share of the potential guests – both are
highly over-represented.
» The “escapists” (18%), the “established conservative”
(13%) and the “socio-ecological” (12%) have
substantial sizes and are slightly over-represented.
3.3 Market potentials: Developments and Sinus-Milieus
51
47%
32%
50%
individualplanning
modularbooking
packageholiday
Potential guests Iceland/Greenland:
Preferences concerning holiday organisation and comfort
» For product development and
distribution it can be helpful to
know the preferences of
potential guests concerning
holiday organisation and
comfort.
» Concerning the organisation of
holidays the potential guests
are split almost exactly half in
preferring package holidays
resp. individual planning. 32%
prefer modular holidays.
» Concerning the comfort of the
holiday accommodation the
vast majority of potential
guests prefer basic or
comfortable lodging.
» Even though the share of 22%
preferring luxury is highly over-
represented compared to the
population.
111
125
97
197
100
104
Index*
* Figures of potential guests to
Iceland/Greenland (RA 2012)
compared to German population
Preferences
concerning the
organisation of a
holiday [figures for
“totally agree” and
“agree”].
Source: RA 2012 face-to-face
Basis: Persons interested in Iceland/Greenland 2012-2014 (“almost definitely planning”
or “generally considering”), German-speaking population 14+ years
43%
48%
22%
basic/lowbudget
comfortable/mid budget
luxury/highbudget
Preferences
concerning the
holiday
accommodation
comfort [figures
for “totally agree”
and “agree”].
3.3 Market potentials: Holiday related attitudes, motivations and interests
52
11%
12%
41%
25%
10%
absolutelydisagree
disagree
undecided
agree
totally agree
Potential guests Iceland/Greenland:
Preferences concerning the sustainability of holidays
» Sustainability and CSR are
widely discussed topics for
tourism providers these days.
» This graph shows the demand
side of this topic: The degree
of which the potential guests to
Iceland/Greenland agree that
“their holiday should be as
ecologically compatible,
resource saving and
environmentally friendly as
possible”.
» 35% of the potential guests
have a positive attitude
towards a sustainable holiday,
41% are undecided, 23% have
a negative attitude.
» Compared to the population,
the positive statements are
slightly over-represented, the
negative ones slightly under-
represented.
118
109
99
90
95
Index*
* Figures of potential guests to
Iceland/Greenland (RA 2012)
compared to German population
My holiday should
be as
ecologically
compatible,
resource saving
and
environmentally
friendly as
possible.
Source: RA 2012 face-to-face
Basis: Persons interested in Iceland/Greenland 2012-2014 (“almost definitely planning”
or “generally considering”), German-speaking population 14+ years
3.3 Market potentials: Holiday related attitudes, motivations and interests
53
Potential guests Iceland/Greenland:
Holiday motivations
„very important“ % Index*
relaxation, no stress, no pressure 75 111
freedom, free time 73 133
recuperate 72 121
get away from daily routine 71 110
fun, amusement, enjoy myself 68 117
discover something totally different 67 166
sun, warmth, good weather 67 101
enjoy nature 65 132
travel around, be on the move 59 164
new experiences 59 147
get to know other countries 58 178
spend time with people close to me 57 111
rest, do nothing, be lazy 57 105
do something cultural and educational 52 185
spoil myself, treat myself to something 52 112
healthy climate 51 119
do something with nice people 48 128
1
17
„very important“ % Index*
gentle sports or games/ fitness 42 136
meet new people 41 122
meet the locals 38 139
do something for my appearance 38 124
do something for my health 36 105
be entertained 33 127
adventure, take risks,
do something extraordinary 30 269
escape from pollution 29 179
relive memories of a place 26 86
sports 25 258
flirt, holiday romance, sex 22 158
play with the children, 18 95
18
29
* Figures of potential guests to
Iceland/Greenland (RA 2012)
compared to German population
Source: RA 2012 face-to-face
Basis: Persons interested in Iceland/Greenland 2012-2014 (“almost definitely planning”
or “generally considering”), German-speaking population 14+ years
3.3 Market potentials: Holiday related attitudes, motivations and interests
54
Potential guests Iceland/Greenland:
Holiday activities
„very often or often in the past 3 years“ % Index*
trips, excursions 75 111
swimming in a lake or the sea 75 128
eating local specialities 69 116
window shopping, shopping 66 113
visiting cultural or historical attractions 59 166
rest, relax, catch up on sleep 56 128
visiting natural attractions 56 171
swimming in a pool 54 137
walking tours 47 136
gentle sports 46 131
making new friends 42 150
cycling 37 175
visiting amusement parks 23 150
playing with the children 22 113
used spa facilities 19 156
downhill skiing / snowboarding 12 168
fishing 11 226
cross-country skiing 5 131
golf (not miniature golf) 3 259
1
19
* Figures of potential guests to
Iceland/Greenland (RA 2012)
compared to German population
Source: RA 2012 face-to-face
Basis: Persons interested in Iceland/Greenland 2012-2014 (“almost definitely planning”
or “generally considering”), German-speaking population 14+ years
3.3 Market potentials: Holiday related attitudes, motivations and interests
55
Potential guests Iceland/Greenland:
types of holiday
“almost definitely planning”
or “generally considering” % Index*
beach/sunbathing holiday 69 119
adventure/experience holiday 62 204
city trip 62 162
round trip 54 241
holiday to relax 52 110
nature holiday 51 177
winter holiday in the sun, warm countries 48 302
activity holiday 47 218
cruise 44 304
winter holiday in the snow 41 270
family holiday 41 118
cultural trip 40 314
wellness holiday 39 191
fun-/party holiday 37 250
health holiday 33 187
study trip 32 419
club holiday 31 251
spa holiday (with medical treatments) 29 201
fitness holiday 24 316
1
19
“almost definitely planning”
or “generally considering” % Index*
holiday apartment 73 135
holiday home 61 166
holiday on a farm/in the countryside 29 307
motor caravan holiday 29 331
caravan holiday 26 329
holiday camp, holiday park, Center Parc 26 197
camping holiday (tent) 25 307
bus/coach tour 24 117
1
8
Source: RA 2012 face-to-face
Basis: Persons interested in Iceland/Greenland 2012-2014 (“almost definitely planning”
or “generally considering”), German-speaking population 14+ years
* Figures of potential guests to
Iceland/Greenland (RA 2012)
compared to German population
3.3 Market potentials: Holiday related attitudes, motivations and interests
56
Summary
Holiday Preferences:
» Concerning the organisation of holidays the potential
guests are split almost exactly half in preferring
package holidays resp. individual planning. 32%
prefer modular holidays.
» Concerning the comfort of the accommodation the
vast majority of potential guests prefer basic or
comfortable lodging. 22% prefer luxury, highly over-
represented compared to the population.
» 35% of the potential guests have a positive attitude
towards a sustainable holiday, 41% are undecided,
23% have a negative attitude. Compared to the
population, the positive statements are slightly over-
represented, the negative ones slightly under-
represented.
Holiday Motivation:
» The most important holiday motivations of the
potential guests to Iceland/Greenland are
“relaxation”, “freedom”, “recuperate” and “leaving the
daily routine”. In this they do not differ much from the
rest of the German population.
» The biggest differences can be found with
“adventure”, “sports”, culture” and “curiosity” – these
topics might be helpful for the profiling of tourism
products and their communication.
Holiday Activities:
» The most important holiday activities of the potential
guests to Iceland/Greenland are “excursions”,
“swimming”, “local specialities” and “shopping”. In
this they do not differ much from the German
population.
» The biggest differences can be found with the niche
activities “golf” and “fishing”. Other significant
differences relate to “visiting natural resp. cultural
attractions and spa facilities” – these topics also
might give hints for the development of tourism
products and their communication.
Types of Holiday:
» The potential guests to Iceland/Greenland are most
interested in “sun&beach”, “adventure/experience”,
“city trips” and “round trips”.
» The biggest differences compared to the German
population can be found with “study trips”, “cultural
holidays”, “camping” and “farm holidays”.
ATTENTION: All preferences, attitudes and interests are
connected with the persons, not with the destination
Iceland/Greenland. Hence these results give hints, which
can be used for product development and communication,
but also hints what competition Iceland/Greenland faces
in the minds of the potential guests.
3.3 Market potentials: Holiday related attitudes, motivations and interests
57
1. General Market Situation and Trends
2. Nordic Destinations on the German Holiday Market
3. Market Potentials of Greenland/Iceland/Faroe Islands in Detail
4. Image of Greenland/Iceland/Faroe Islands
5. Focus: Nature Holiday – Product Requirements
6. Competitive situation
7. Reasons against Iceland in the Low Season
8. Reiseanalyse 2012: Study profile
58
Image Greenland: Unique destination for nature, scenery, wildlife
» Persons aware of Greenland
as a holiday destination name
on average 4.7 of the 20
characteristics in the question.
» The key image factors of
Greenland are:
» Unspoiled nature (48%)
» Stunning scenery (43%)
» Not too touristic (43%)
» Natural phenomena (43%)
» Unique (37%)
» When asked for THE most
distinguishing characteristic,
the same factors prevail, yet
the ranking differs a little:
» Natural phenomena (18%)
» Stunning scenery (11%)
» Unspoiled nature (11%)
» Unique (10%)
» Greenland is not widely known
for its culture/history, its
hospitable people or for being
a round trip destination.
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
0 10 20 30 40 50 60
especiallyapplies toGreenland
mostdistinguishingfor Greenland
unspoiled nature
stunning scenery
not too touristic
quietness
interesting city destination
interesting culture and history
experience of special natural phenomena
hospitable people
stop-over destination to America
round trip
good opportunities for wildlife watching
good opportunities for wellness
good opportunities for adventure tourism
great variety of outdoor activities
very special and unique destination
expensive destination
cumbersome journey
changeable weather
only suitable for travel during the summer
none of these/don‘t know
Source: RA online 5/2012
Basis: German-speaking population 14-70 years,
aware of Greenland as a holiday destination
Question:
a. Please tell me which of these characteristics do
you think particularly apply to Greenland?
b. And which of these is in your opinion the most
distinguishing characteristic of Greenland?
4. Image as holiday destinations
59
Image Greenland: Potential guests with a much more detailed and
positive picture than persons who do not want to visit.
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
0 10 20 30 40 50 60 70 80
Interest totravel toGreenland
NO Interest totravel toGreenland
unspoiled nature
stunning scenery
not too touristic
quietness
interesting city destination
interesting culture and history
experience of special natural phenomena
hospitable people
stop-over destination to America
round trip
good opportunities for wildlife watching
good opportunities for wellness
good opportunities for adventure tourism
great variety of outdoor activities
very special and unique destination
expensive destination
cumbersome journey
changeable weather
only suitable for travel during the summer
none of these
» Persons with interest to travel to
Greenland name on average 6.7
of the 20 characteristics in the
question.
» Persons with NO interest name
4.4 characteristics.
» The image profiles in both groups
run almost parallel with higher
figures for the prospective
Greenland guests.
» The most striking differences can
be found with some of the most
important characteristics:
» Stunning scenery (+25%-pts.)
» Unique (+25%-pts.)
» Natural phenomena (+24%-pts.)
» Hospitable people (+23%-pts.)
» Concerning the negative
characteristics of Greenland
(expensive, cumbersome,
weather, only summer) the
figures of both groups are almost
on the same level.
Source: RA online 5/2012
Basis: German-speaking population 14-70 years,
aware of Greenland as a holiday destination
Question:
a. Please tell me which of these characteristics do
you think particularly apply to Greenland?
b. And which of these is in your opinion the most
distinguishing characteristic of Greenland?
4. Image as holiday destinations
60
Image Iceland: Destination to experience nature and scenery
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
0 10 20 30 40 50 60
especiallyapplies toIceland
mostdistinguishingfor Iceland
unspoiled nature
stunning scenery
not too touristic
quietness
interesting city destination
interesting culture and history
experience of special natural phenomena
hospitable people
stop-over destination to America
round trip
good opportunities for wildlife watching
good opportunities for wellness
good opportunities for adventure tourism
great variety of outdoor activities
very special and unique destination
expensive destination
cumbersome journey
changeable weather
only suitable for travel during the summer
none of these/don‘t know
» Persons aware of Iceland as a
holiday destination name on
average 5.0 of the 20
characteristics in the question.
» The key image factors of
Iceland are:
» Stunning scenery (52%)
» Unspoiled nature (51%)
» Natural phenomena (43%)
» Quietness (39%)
» Not too touristic (35%)
» Outdoor activities (33%)
» Unique (31%)
» When asked for THE most
distinguishing characteristic,
the three top factors prevail,
yet the ranking differs a little:
» Natural phenomena (21%)
» Stunning scenery (16%)
» Unspoiled nature (11%)
» Iceland is not widely known as
a stop-over to North-America,
as a city destination, to be
cumbersome to reach.
Source: RA online 5/2012
Basis: German-speaking population 14-70 years,
aware of Iceland as a holiday destination
Question:
a. Please tell me which of these characteristics do
you think particularly apply to Iceland?
b. And which of these is in your opinion the most
distinguishing characteristic of Iceland?
4. Image as holiday destinations
61
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
0 10 20 30 40 50 60 70 80
Interest totravel toIceland
NO Interest totravel toIceland
unspoiled nature
stunning scenery
not too touristic
quietness
interesting city destination
interesting culture and history
experience of special natural phenomena
hospitable people
stop-over destination to America
round trip
good opportunities for wildlife watching
good opportunities for wellness
good opportunities for adventure tourism
great variety of outdoor activities
very special and unique destination
expensive destination
cumbersome journey
changeable weather
only suitable for travel during the summer
none of these
Image Iceland: Potential guests with a much more detailed and
positive picture than persons who do not want to visit.
» Persons with interest to travel to
Iceland name on average 6.9 of
the 20 characteristics in the
question.
» Persons with NO interest name
4.5 characteristics.
» The image profiles in both groups
run quite parallel with higher
figures for the prospective Iceland
guests.
» The most striking differences can
be found with some of the most
important characteristics:
» Unique (+24%-pts.)
» Unspoiled nature (+23%-pts.)
» Stunning scenery (+23%-pts.)
» Natural phenomena (+23%-pts.)
» Concerning most negative
characteristics of Iceland
(cumbersome, weather, only
summer) the figures of both
groups are almost on the same
level.
Source: RA online 5/2012
Basis: German-speaking population 14-70 years,
aware of Iceland as a holiday destination
Question:
a. Please tell me which of these characteristics do
you think particularly apply to Iceland?
b. And which of these is in your opinion the most
distinguishing characteristic of Iceland?
4. Image as holiday destinations
62
Image Faroe Islands: Quietness in great nature and scenery
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
0 10 20 30 40 50 60
especiallyapplies to FaroeIslands
mostdistinguishing forFaroe Islands
unspoiled nature
stunning scenery
not too touristic
quietness
interesting city destination
interesting culture and history
experience of special natural phenomena
hospitable people
stop-over destination to America
round trip
good opportunities for wildlife watching
good opportunities for wellness
good opportunities for adventure tourism
great variety of outdoor activities
very special and unique destination
expensive destination
cumbersome journey
changeable weather
only suitable for travel during the summer
none of these/don‘t know
Source: RA online 5/2012
Basis: German-speaking population 14-70 years,
aware of the Faroe Islands as a holiday destination
» Persons aware of the Faroe
Islands as a holiday destination
name on average 3.7 of the 20
characteristics in the question.
» The key image factors of the
Faroe Islands are:
» Not too touristic (36%)
» Unspoiled nature (36%)
» Quietness (34%)
» Stunning scenery (32%)
» When asked for THE most
distinguishing characteristic, the
same four factors prevail:
» Not too touristic (12%)
» Stunning scenery (11%)
» Unspoiled nature (10%)
» Quietness (9%)
» The figure for “none of
these/don’t know” (20%) as
the most distinguishing
characteristic is quite striking.
Even many persons aware of
the Faroe Islands are not too
sure what to expect there.
Question:
a. Please tell me which of these characteristics do
you think particularly apply to the Faroe Islands?
b. And which of these is in your opinion the most
distinguishing characteristic of the Faroe Islands?
4. Image as holiday destinations
63
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
0 10 20 30 40 50 60 70 80
Interest totravel to FaroeIslands
NO Interest totravel to FaroeIslands
unspoiled nature
stunning scenery
not too touristic
quietness
interesting city destination
interesting culture and history
experience of special natural phenomena
hospitable people
stop-over destination to America
round trip
good opportunities for wildlife watching
good opportunities for wellness
good opportunities for adventure tourism
great variety of outdoor activities
very special and unique destination
expensive destination
cumbersome journey
changeable weather
only suitable for travel during the summer
none of these
Image Faroe Islands: Potential guests with a much more detailed
and positive picture than persons who do not want to visit.
» Persons with interest to travel to
the Faroe Islands name on
average 6.1 of the 20
characteristics in the question.
» Persons with NO interest name
3.2 characteristics.
» The image profile of the
prospective Faroe Islands guests
is quite sharp and well
developed.
» The image profile of persons with
NO interest is very unspecific.
» The most striking differences can
be found with some of the most
important characteristics:
» Stunning scenery (+32%-pts.)
» Unique (+27%-pts.)
» Outdoor activities (+26%-pts.)
» Wildlife watching (+22%-pts.)
» Even the negative characteristics
receive higher figures with the
prospective guests.
Source: RA online 5/2012
Basis: German-speaking population 14-70 years,
aware of the Faroe Islands as a holiday destination
Question:
a. Please tell me which of these characteristics do
you think particularly apply to the Faroe Islands?
b. And which of these is in your opinion the most
distinguishing characteristic of the Faroe Islands?
4. Image as holiday destinations
64
Image comparison: Similar images with emphasis on nature and
scenery but with possibilities to differentiate
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
0 10 20 30 40 50 60
Faroe Islands
Greenland
Iceland
unspoiled nature
stunning scenery
not too touristic
quietness
interesting city destination
interesting culture and history
experience of special natural phenomena
hospitable people
stop-over destination to America
round trip
good opportunities for wildlife watching
good opportunities for wellness
good opportunities for adventure tourism
great variety of outdoor activities
very special and unique destination
expensive destination
cumbersome journey
changeable weather
only suitable for travel during the summer
none of these
Source: RA online 5/2012
Basis: German-speaking population 14-70 years,
aware of the three holiday destinations
» Similar images of the three
destinations.
» Greenland and Iceland with an
average of around 5
characteristics per person.
Faroe Islands with an average
of less than 4.
» Key image factors of all three
destinations are nature and
scenery.
» Greenland is seen as most
unique and with good wildlife
watching.
» Iceland gets the highest
nominations for outdoor
activities and a variety of
secondary characteristics,
e.g. wellness, city destination,
round trip.
» The Faroe Islands’ figures are
always below at least one of
the other destinations; within
its image, “quietness” and “not
touristic” are striking.
Question:
a. Please tell me which of these characteristics do
you think particularly apply to … ?
b. And which of these is in your opinion the most
distinguishing characteristic of … ?
4. Image as holiday destinations
65
Summary
Image Greenland:
» In the mind of the people who are aware of
Greenland as a holiday destination, it is known for its
uniqueness, its unspoiled nature, natural
phenomena, the stunning scenery and wildlife.
» It is not widely known for its culture/history, its
hospitable people or for being a round trip
destination.
» Persons with interest to travel there much more often
associate Greenland with stunning scenery,
uniqueness, natural phenomena and hospitable
people than persons with NO interest to travel there.
Image Iceland:
» In the mind of the people who are aware of Iceland it
is a holiday destination, to experience natural
phenomena, a stunning scenery and quietness.
» It is not widely known as a stop-over to North-
America, as a city destination or to be cumbersome
to reach.
» Persons with interest to travel there much more often
associate Iceland with uniqueness, unspoiled nature,
stunning scenery and natural phenomena than
persons with NO interest to travel there.
Image Faroe Islands:
» In the mind of the people who are aware of them, the
Faroe Islands are a holiday destination off the
beaten track where you can experience quietness in
a great scenery and nature.
» It is striking, that even many persons aware of the
Faroe Islands are not too sure what to expect there.
» Persons with interest to travel there much more often
associate the Faroe islands with a stunning scenery,
uniqueness, outdoor activities and wildlife than
persons with NO interest to travel there.
Image comparison of the three destinations:
» The images of the three destinations are quite
similar. Key image factors of all three destinations
are nature and scenery.
» Greenland is seen as most unique and with good
wildlife watching.
» Iceland gets the highest nominations for outdoor
activities and a variety of secondary characteristics,
e.g. wellness, city destination, round trip.
» The Faroe Islands’ figures are always below at least
one of the other destinations; within its image
“quietness” and “not touristic” are striking.
4. Image as holiday destinations
66
1. General Market Situation and Trends
2. Nordic Destinations on the German Holiday Market
3. Market Potentials of Greenland/Iceland/Faroe Islands in Detail
4. Image of Greenland/Iceland/Faroe Islands
5. Focus: Nature Holiday – Product Requirements
6. Competitive situation
7. Reasons against Iceland in the Low Season
8. Reiseanalyse 2012: Study profile
67
Nature holiday: Key figures about the German market
» Nature is an important aspect
for the German population
when it comes to holidays.
» The Reiseanalyse covers
different dimensions of nature
and holidays:
» As a holiday motivation
» As a holiday activity in the
past 3 years
» As a form of holiday in the last
3 years
» As a form of holiday in the last
year
» As a form of holiday in the
next 3 years
» In the Reiseanalyse 2012
there was a special focus on
the topic of nature holiday with
extra questions on:
» Definition/Understanding of
nature holiday
» Product requirements for
nature holidays
4.0 million Nature holiday 2011
(predominantly) (6%**)
15.3 million Nature travellers
2009-2011 (22%*)
20.2 million Potential nature
travellers 2012-2014
(29%*)
34.9 million Holiday motivation:
“enjoy nature” (50%*)
70.3 million German Population
14+ years (100%*)
Source: RA 2012 face-to-face
Basis: *German-speaking population 14+ years;
**Holiday-tips (5+days) of the German-speaking population 14+ years
5. Focus: Nature holiday
68
Nature holiday: Quite stable long-term demand and interest.
The recent drop of 2012 leaves a question mark.
33
36 39
35 36
39 38
29 26
28 31
28 30
32 30
22
2005 2006 2007 2008 2009 2010 2011 2012
in % interest next 3 years experience last 3 years
Source: RA 2012 face-to-face
Basis: German-speaking population 14+ years
Explanation:
Interest = “almost definitely planning” or “generally considering”
» 29% of the German population
14+ years are “almost
definitely planning” or
“generally considering” a
nature holiday 2012-2014.
» This figure has been oscillating
around 35% in the past
decade. The recent drop thus
leaves a question mark, if we
really see the beginning of a
downward trend or not.
» The development of the actual
nature travellers very much
followed the same dynamics,
oscillating around 30%.
» The small difference between
demand and interest shows
that there is a huge likelihood
that someone interested in a
nature holiday will actually go
on this kind of trip.
5. Focus: Nature holiday
69
Definition/Understandings of “nature holiday“ in the German
population: distinct environments, sceneries and activities
4%
8%
11%
16%
26%
45%
46%
46%
Food
Destinations
Accommodation
Quietness/Relaxing
Holiday forms
Activities
Scenery
Nature/Environment
» Traditionally, the Reiseanalyse
does not give definitions for
any form of holiday in the
questionnaire, but rather
understands it in the broad
definition of the interviewees.
» Once in a while it makes sense
to test if the German
population and the analysts of
the Reiseanalyse have the
same concepts of a holiday
form.
» Concerning nature holiday,
the understandings in the
population are most widely
connected with:
» A distinct environment
(nature, animals, fresh air)
» A distinct scenery
(mountains, forests, lakes)
» Distinct activities
(hiking, camping, cycling)
Open statements in categories
- mountains(16%)
- forests (16%)
- Lakes (8%)
- (lots of) nature (14%)
- (lots of) animals (7%)
- fresh/good air (6%)
- hiking/trekking (20%)
- camping (15%)
- cycling (7%)
Top statements
Source: RA 2012: Extra CAPI-Omnibus Survey (9/2011)
Basis: German-speaking population 14+ years
5. Focus: Nature holiday
70
The destination „Iceland/Greenland“ and the topic „nature“
fit together very well.
» 65% of all persons
interested in visiting
Iceland/Greenland 2012-
2014 (“almost definitely
planning” or “generally
considering”) have the
holiday motivation “enjoy
nature”.
» 51% are interested in a
nature holiday 2012-2014.
56% have visited nature
attractions, 47% went
hiking/trekking as a holiday
activity 2009-2011.
» All these figures are
significantly above the level
of the German population,
stressing the importance of
the nature-topic for the
potential guests of
Iceland/Greenland.
50%
29% 33% 34%
65%
51%
56%
47%
holiday motivation:enjoy nature
interest natureholiday 12-14
holiday activity: visitnature attraction
holiday activity:hiking/trekking
population potential travellers Iceland/Greenland 12-14
1.8
million
35
million 1.4
million
1.5
million 1.3
million 20
million 23
million
24
million
Source: RA 2012 face-to-face
Basis: German-speaking population 14+ years; Persons interested in Iceland/Greenland
2012-2014 (“almost definitely planning” or “generally considering”)
Explanation:
Interest = “almost definitely planning” or “generally considering”
5. Focus: Nature holiday
71
11
11
17
20
22
22
24
24
25
26
34
38
40
47
51
58
61
71
71
38
43
37
41
35
40
39
45
38
41
39
39
40
27
29
16
16
11
15
contact with animals
visit nature attractions (e.g. zoos)
unusual activities (e.g. canyoning)
holiday is sustainable
meet people which are close to nature
expenditure stays within the region
accommodation in the nature
designated national/nature parks
learn something about nature
observe animals in their environment
food from the region
unspoilt nature
“natural” nature attractions
good and healthy food
healthy climate
relax and rest
tranquillity
exercise in nature
enjoy pristine nature
in % must be absolutely fulfilled
would be desireable
Product requirements nature holiday
of the potential guests to Iceland/Greenland
108
125
111
92
97
104
157
115
133
123
129
133
126
149
140
113
199
85
91
Index*
» When taking a nature
holiday, for 71% of all
persons interested in visiting
Iceland/Greenland 2012-
2014 the product
requirement “enjoy pristine
nature” has to be absolutely
fulfilled. A further 15% find
this characteristic desirable.
» The following must-criteria
continue in the ranking:
» Exercise in nature
» Tranquility
» Relaxing and resting
» Healthy climate
» The biggest differences
compared to the German
population can be found in
“secondary” requirements:
» Unusual activities
» “Natural” nature attractions
» Expenditure stays in the
region
Source: RA 2012 face-to-face; Basis: Persons not negative towards a nature holiday:,
Interested in Iceland/Greenland 2012-2014 (“almost definitely planning” or “generally
considering”), German-speaking population 14+ years
* Figures of potential guests to
Iceland/Greenland compared
to German population
5. Focus: Nature holiday
72
Summary
Nature and holidays:
» Nature is an important aspect for the German
population when it comes to holidays.
» Concerning nature holiday, the understandings in the
population are most widely connected with a distinct
environment (nature, animals, fresh air), a distinct
scenery (mountains, forests, lakes) or distinct
activities (hiking, camping, cycling).
» The actual demand for nature holiday (in the last 3
years) has been oscillating the past decade around
30% of the population. The interest for nature holiday
oscillated around 35% of the population.
» The small difference between demand and interest
shows that there is a huge likelihood that someone
interested in a nature holiday will actually go on this
kind of trip. On the other hand there is not much
room for growth in this segment.
» Looking at the nature motivation, the interest for
nature holiday and nature-related holiday activities of
the potential Iceland/Greenland guests, all figures
are significantly above the level of the German
population. This stresses the importance of the
nature-topic for the tourism product of
Iceland/Greenland.
Nature holiday product requirements:
» Looking at the product requirements for a nature
holiday, for 71% of the potential Iceland/Greenland
guests to “enjoy pristine nature” has to be absolutely
fulfilled. A further 15% find this characteristic
desirable.
» The following must-criteria continue in the ranking:
Exercise in nature, tranquility, relaxing and resting,
healthy climate
» Compared to the German population the potential
guests far more often require unusual activities and
“natural” nature attractions and want to be assured
that their expenditure stays in the region to make
their nature holiday a success.
ATTENTION: Again, these product requirements are
connected with the persons, not with the destination
Iceland/Greenland. Hence these results give hints, which
can be used for product development and communication,
but also hints what competition Iceland/Greenland faces
in the minds of the potential guests.
5. Focus: Nature holiday
73
1. General Market Situation and Trends
2. Nordic Destinations on the German Holiday Market
3. Market Potentials of Greenland/Iceland/Faroe Islands in Detail
4. Image of Greenland/Iceland/Faroe Islands
5. Focus: Nature Holiday – Product Requirements
6. Competitive situation
7. Reasons against Iceland in the Low Season
8. Reiseanalyse 2012: Study profile
74
Population
Potential travellers
North-West Europe*
Potential travellers
Iceland/Greenland
Number of destinations
visited 2009-2011
Number of destinations
interested in 2012-2014
Fierce competitive situation for Iceland/Greenland:
Potential guests have also many, many other travel options in
mind.
» A person living in Germany
has been to an average of 2.3
holiday destinations in the last
3 years and is interested to
visit 6.2 holiday destinations in
the next 3 years.
» The figures for potential guests
to North-West Europe are
much higher: 2.9. resp. 13.0.
» Potential travellers to
Iceland/Greenland have been
to 3.8 destinations and are
interested in 28.3 (!)
» This clearly shows the very
fierce competition, that
Iceland/Greenland is facing on
the German market.
» Iceland/Greenland has made it
into the consideration set of
these persons, but has to
compete against 27 other
destinations!
3.8
2.9
2.3
28.3
13.0
6.2
Explanation:
North-West Europe = NO, SE, FI, DK, IE, UK, IS, GL
Source: RA 2012 face-to-face. Basis: German-speaking population 14+ years; Persons
interested in North-West Europe resp. in Iceland/Greenland 2012-2014 (“almost
definitely planning” or “generally considering”); Set of 59 destinations abroad.
6. Competitive situation
75
Potential guests to Iceland/Greenland:
They also like to go basically everywhere else on holiday.
52%
54%
55%
57%
58%
58%
60%
60%
63%
66%
66%
67%
69%
70%
72%
73%
79%
Turkey
Portugal
Greece
Canada
Ireland
USA
Great Britain
Switzerland
Austria
France
Italy
Finland
Germany
Denmark
Spain
Sweden
Norway
» As described earlier, 4% of the
German population are „almost
definitely planning“ or
„generally considering“ a
holiday in Iceland/Greenland
2012-2014.
» 79% of these persons also
would like to visit Norway in
the same time, 73% Sweden,
72% Spain.
» The list again highlights the
fierce competitive situation of
Iceland/Greenland on the
German market.
» The high ranks of Spain,
Germany, Italy, France,
Austria, USA etc. also shows
that the competitors of
Iceland/Greenland are by far
not only destinations with a
similar product.
4% of the German population
are „almost definitely planning“ or
„generally considering“ a holiday in
Iceland/Greenland 2012-2014 (= 100%).
Source: RA 2012 face-to-face. Basis: German-speaking population 14+ years; Persons
interested in Iceland/Greenland 2012-2014 (“almost definitely planning” or “generally
considering”); Set of 59 destinations abroad.
6. Competitive situation
76
Source: RA 2012 face-to-face; Basis: Persons not negative towards a nature holiday:,
Interested in Iceland/Greenland 2012-2014 (“almost definitely planning” or “generally
considering”), German-speaking population 14+ years
German
population
Canada 35%
Scotland 32%
Ireland 31%
Sweden 29%
Norway 29%
Iceland 17% 100%
Finland 15%
Wales 14%
Greenland 6% 100%
Faroe Islands 6% 100%
41%
52%
49%
57%
63%
65%
60%
65%
58%
36%
46%
58%
69%
65%
60%
69%
69%
69%
19%
26%
36%
36%
53%
50%
62%
60%
53%
21% of the German population
14-70 years “would like to go” to
Greenland, Iceland or the Faroe
Islands within the next 5 years.
» As described earlier, 21% of the
German population would like to
go to the Faroe Islands,
Greenland and/or Iceland in the
next 5 years.
» Prospective travellers to the
Faroe Islands are interested to
travel to 5.1 other Nordic
destinations within the next 5
years, most often to Scotland,
Sweden and Norway.
» Prospective travellers to
Greenland are interested to travel
to 5.4 other Nordic destinations
within the next 5 years, most
often to Iceland, Canada,
Scotland, Ireland.
» Prospective travellers to Iceland
are interested to travel to 4.0
other Nordic destinations within
the next 5 years, most often to
Ireland and Scotland.
Prospective Travellers Faroe/Greenland/Iceland:
They are also very keen to travel to other Nordic destinations.
6. Competitive situation
77
27% of the German population
would like to go to at least one of
these 8 Nordic destinations in the
next 3 years (= 100%).
North-Western Europe: In the German mind Denmark is the least,
Iceland/Greenland the most “exchangable” destination.
» The Germans are increasingly
interested in various destinations
and holiday types. They are
‘multioptional’ and thus open to
different possibilities for realising
their holiday needs.
» As a result, destinations and
holiday types are becoming
increasingly exchangeable, even
if they differ from each other from
an objective point of view.
» The more alternative destinations
potential customers for a certain
destination have in mind, the
more exchangeable the
destination is.
» Within the destinations in North-
Western Europe, it can be seen
that Denmark, with 2.1
alternatives, is the least
exchangeable destination.
Iceland/Greenland, in
comparison, is the easiest to
exchange.
Source: RA online 5/2012
Basis: German-speaking population 14-70 years;
Procpective travellers to 10 Nordic destinations
4,1
3,8
2,9
2,7
2,7
2,5
2,1
Iceland/Greenland
Finland
Ireland
Sweden
Norway
UK
Denmark
Number of alternative destinations in North-West Europe [Basis: Interest for
the 8 shown destinations] among persons interested those 8 destinations
Inte
res
t n
ex
t th
ree
ye
ars
fo
r …
Exchangeability = Number of alternative destinations
in North-West Europe
6. Competitive situation
78
80% of the German population
would like to go to at least one of
these ten Nordic destinations in the
next 5 years (= 100%).
Source: RA online 5/2012
Basis: German-speaking population 14-70 years;
Procpective travellers to 10 Nordic destinations
5,4
5,1
4,4
4,2
4,0
3,3
3,3
3,2
3,2
2,6
Greenland
Faroer Islands
Finland
Wales
Iceland
Norway
Sweden
Ireland
Scotland
Canada
Number of alternative Nordic destinations [Basis: Interest for the 10 shown
destinations] among persons interested those 10 destinations
Inte
res
t n
ex
t th
ree
ye
ars
fo
r …
Exchangeability = Number of alternative
Nordic destinations
Nordic destionations: In the German mind Canada is the least,
Greenland the most “exchangable” destination.
» The Germans are increasingly
interested in various destinations
and holiday types. They are
‘multioptional’ and thus open to
different possibilities for realising
their holiday needs.
» As a result, destinations and
holiday types are becoming
increasingly exchangeable, even
if they differ from each other from
an objective point of view.
» The more alternative destinations
potential customers for a certain
destination have in mind, the
more exchangeable the
destination is.
» Within these Nordic destinations,
it can be seen that Canada, with
2.6 alternatives, is the least
exchangeable destination.
Greenland, in comparison, is the
easiest to exchange.
6. Competitive situation
79
Summary
» Potential travellers to Iceland/Greenland have been
to 3.8 different destinations in the last 3 years and
are interested to travel to 28.3 (!) destinations in the
next 3 years.
» Compared to a German average of 2.3 destinations
in the past and 6.2 destinations interested in the
future. This clearly shows the very fierce competition,
that Iceland/Greenland is facing on the German
market.
» Iceland/Greenland has made it into the consideration
set of its potential guests, but has to compete there
against 27 other destinations!
» 79% of the potential guests to Iceland/Greenland
also would like to visit Norway in the same time, 73%
Sweden, 72% Spain.
» The high ranks of Spain, Germany, Italy, France,
Austria, USA etc. also show that the competitors of
Iceland/Greenland are by far not only destinations
with a similar product.
» Looking at the situation of each of the 3 North
Atlantic destination compared to its Nordic
competitors:
» Prospective travellers to the Faroe Islands are
interested to travel to 5.1 other Nordic
destinations in the next 5 years, most often to
Scotland, Sweden and Norway.
» Prospective travellers to Greenland are
interested to travel to 5.4 other Nordic
destinations in the next 5 years, most often to
Iceland, Canada, Scotland, Ireland.
» Prospective travellers to Iceland are interested
to travel to 4.0 other Nordic destinations in the
next 5 years, most often to Ireland and Scotland.
» As a result of an increasing number of destinations
each German is interested to travel to, these
destinations are becoming increasingly
exchangeable, even if they differ from each other
from an objective point of view: The more alternative
destinations potential customers for a certain
destination have in mind, the more exchangeable the
destination is.
» Within the 7 destinations in North-Western Europe,
Denmark is the least exchangeable. Iceland/
Greenland, in comparison, is the easiest to
exchange.
» Within the 10 Nordic destinations, Canada is the
least exchangeable destination. Iceland is ranked 6,
the Faroe Islands and Greenland are the easiest to
exchange.
6. Competitive situation
80
1. General Market Situation and Trends
2. Nordic Destinations on the German Holiday Market
3. Market Potentials of Greenland/Iceland/Faroe Islands in Detail
4. Image of Greenland/Iceland/Faroe Islands
5. Focus: Nature Holiday – Product Requirements
6. Competitive situation
7. Reasons against Iceland in the Low Season
8. Reiseanalyse 2012: Study profile
81
Reasons against travelling to Iceland in the low season:
Bad weather, coldness and darkness
20%
23%
4%
7%
7%
9%
9%
9%
13%
20%
28%
29%
Not thought of going in the off-season
There is no objection
Poor air links
Lack of services (eg, in hotels)
Nothing on/boring
Limited availability of natural attractions
Limited opportunities for activities
Too expensive
Other destinations are more interesting
Darkness
Cold
Bad weather » 23% of the persons who are
aware of Iceland as a holiday
destination have no objections
to travel to Iceland in the low
season (not June/July/August).
» 20% have not (yet) thought of
going there in the low season.
» 57% have concrete reasons
for not travelling to Iceland in
the low season.
» Climatic reasons are the
strongest barriers to travel to
Iceland in the low season,
much more significant than
direct limitations of the tourism
product during these times,
compared to the summer
months.
Source: RA online 5/2012
Basis: German-speaking population 14-70 years,
aware of Iceland as a holiday destination
Question: What, in your view, are reasons against a vacation to Iceland in the off-
season (ie not in June/July/August)?
7. Reasons against Iceland in the low season
82
Reasons against travelling to Iceland in the low season:
High similarities between potential guests and not interested persons
17%
26%
7%
8%
5%
12%
12%
9%
9%
24%
25%
29%
Not thought of going in the off-season
There is no objection
Poor air links
Lack of services (eg, in hotels)
Nothing on/boring
Limited availability of natural attractions
Limited opportunities for activities
Too expensive
Other destinations are more interesting
Darkness
Cold
Bad weather
Interest to travelto Iceland
NO Interest totravel to Iceland
» When looking at the image of
the holiday destination Iceland
earlier, we found high
discrepancies between
prospective travellers to
Iceland and persons with no
interest to travel there.
» This is not true for the barriers
against travelling to Iceland in
the low season.
» Figures and ranking of the
barriers are very similar in both
groups.
» A slight but potentially
important difference are the
higher concerns of the
prospective travellers
concerning limitations of the
tourism product (activities,
attractions, service).
Source: RA online 5/2012
Basis: German-speaking population 14-70 years,
aware of Iceland as a holiday destination
Question: What, in your view, are reasons against a vacation to Iceland in the off-
season (ie not in June/July/August)?
7. Reasons against Iceland in the low season
83
Summary
» When asked for the potential barriers to travel to
Iceland in the low season, 23% of the persons who
are aware of Iceland as a holiday destinations have
no objections of travelling to Iceland in the low
season (not June/July/August).
» 20% have not (yet) thought of going there in the low
season.
» “Only” 57% have concrete reasons for not travelling
to Iceland in the low season.
» Climatic reasons are the strongest barriers to travel
to Iceland in the low season, much more significant
than direct limitations of the tourism product during
these times, compared to the summer months.
» When looking at the image of the holiday destination
Iceland earlier, we found high discrepancies between
prospective travellers to Iceland and persons with no
interest to travel there.
» This is not true for the barriers against travelling to
Iceland in the low season.
» Figures and ranking of the single barriers are very
similar in both groups.
» A slight but potentially important difference are the
higher concerns of the prospective travellers
concerning limitations of the tourism product
(activities, attractions, service).
7. Reasons against Iceland in the low season
84
1. General Market Situation and Trends
2. Nordic Destinations on the German Holiday Market
3. Market Potentials of Greenland/Iceland/Faroe Islands in Detail
4. Image of Greenland/Iceland/Faroe Islands
5. Focus: Nature Holiday – Product Requirements
6. Competitive situation
7. Reasons against Iceland in the Low Season
8. Reiseanalyse 2012: Study profile
85
RA 2012 face-to-face
Universe
70.33 million German speakers
over 14 years in private households
in Germany
Net
sample 7,703 people from the universe
Selection
method Random sample (Random route)
Data collection
method
Oral questioning as single study /
survey which covers not only
subjects directly linked to holidays,
but also related subject areas
Period of data
collection January/February 2012
Study profile: Reiseanalyse 2012
Responsible for study FUR - Forschungsgemeinschaft Urlaub
und Reisen e.V.
Field work Ipsos GmbH, Hamburg/Mölln
Scientific partner and organisation NIT - Institut für Tourismus- und
Bäderforschung in Nordeuropa GmbH, Kiel
RA 2012 online 5/2012
Universe
60.3 million German speakers over
14 to 70 years in private
households in Germany
Net
sample 2,515 people from the universe
Selection
method
Random sample
(Online Access Panel)
Data collection
method
Online survey as part of the
Reiseanalyse 2012
Period of data
collection May 2012
8. Study profile
86
Reiseanalyse 2012: Modular concept
8. Study profile
87
Reiseanalyse 2012: further characteristics
» Annually since 1972
» Vast data basis for analysing developments and trends
» extensive experience and methodological compentence
» Non profit: Run by tourism industry association: FUR e.V.
» Multi client: 30 institutions share the costs (around EUR
750.000 per year)
» User influence on RA developments
» Very flexible: Exclusive questions and Modules fit the
survey to your needs
FUR Forschungsgemeinschaft
Urlaub und Reisen e.V.
Fleethörn 23
D-24103 Kiel
Germany
Tel.: +49 431 88 88 800
Fax: +49 431 88 88 679
www.reiseanalyse.de
8. Study profile