Target group – families: holiday fun for kids & Co.

Families with children under 14 years of age and an average to high household income make up around 18% of the entire population – and are one of the most important target groups for tourism in Schleswig-Holstein. For it is precisely this group which prizes Germany, with its beaches and places to swim, so highly as a holiday location. Out of all the federal states, ours is the favourite for families! This is reason enough to regard this target group as relevant to the future of tourism in our state – even if the number of children is to fall. Families are and will remain a significant social and economic factor.

Focus on target group: Families

• Definition: two generations travelling together
• Parents or grandparents with children
• Age of the children: under 14
• High and average earners
• Proportion of the entire population: 1 %
• Germany is the number one holiday destination

Families taking holidays attach particular importance to:

The right combination of fun, playing and relaxation – this is what the target group of families wants from its holiday destination! A diverse range of activities which will give mum and dad just as much pleasure as their offspring. Particularly important aspects here are:

• having time for one another
• having contact with other children
• beach life:
• a beach and bathing holiday is the favourite kind of tourism for families
• playing, romping around and being out and about
• adventure, discovery and trying new things:
  children are just as interested in activities and excursions, culture and nature as adults, so long as they are served up in the right manner

Accommodation and catering

Studies on general holiday behaviour show that families with small children prefer family-friendly hotels. These offer families the space to share their time together and a service which allows them to make the best of their holiday. Holiday apartments and homes are also popular with families. They offer them their own domain, with enough space for moving around, and they can arrange everything according to their individual needs.

Their booking behaviour

The Internet is used heavily by the target group of families as a source of information. They most often book directly with the landlord. They have a strong interest in package deals.