German market trends

Holiday home specialists welcome double-digit growth

Germans are booking more holiday homes than ever before in Germany, neighbouring countries, Scandinavia and Mediterranean destinations, according to a new survey.

May 30, 2018
Privacy and escaping everyday life are among top sales arguments for holiday homes
Photo: Getty Images

Demand for holiday apartments and houses remains strong on the German market with a 10% rise in bookings and a 13% increase in revenues last year, a membership survey by the German Holiday Home Association (DFV) found. Although only 12 of the 18 members took part, the results are seen as representative since these companies are mostly the market leaders. Last year’s growth was somewhat lower than in 2016 when bookings increased by 16% and revenues by 24%.

The average price of a holiday apartment or house last summer was €987 for one week, with an average of 4.5 people sharing the accommodation. The average length of stay was 8.5 days.

The accommodation providers put their sales success down to a number of factors, including the product range and quality, an increasing consumer need for "privacy and withdrawal from everyday life”, and better bookability of such accommodation through online portals as well as more flexible arrival and departure days. The most popular online search criteria, reflecting customer preferences, were Wi-fi, pet friendliness and a pool.

In terms of destinations, Germany remains the undisputed number one, with the Baltic Sea coast of Mecklenburg-Vorpommern, the North Sea coast and the Baltic Sea coast of Schleswig-Holstein as the top three regions.

Croatia is the most popular foreign destination ahead of Italy, the Netherlands, Spain, Austria, Denmark, France, Sweden and Norway, according to the survey results.

Looking ahead to summer 2018, the holiday home specialists are optimistic about further growth. "The fact that a holiday home is booked for the summer at an ever earlier stage and above-average quality properties in prominent locations are in demand is a sure sign of renewed growth," the DFV commented. In addition to the main target group of families with children, other growth segments include multi-generation families and groups of friends, who tend to book larger accommodation.

Not everything is rosy in the garden, however. DFV chairman Tobias Wann criticised various political challenges, including calls for bans on holiday apartments in cities and popular destinations, and new legal obligations in Germany.

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