Thematic modules

Thematic modules of the Reiseanalyse

The Reiseanalyse sets annually changing focal points and examines current questions of tourism our the so-called modules. Whether on the information and booking behaviour of travellers, the image of destinations or the requirements of different forms of holiday – there is something for everyone in Reiseanalyse.

Modules complement the results of the standard question programme and can be obtained by partners of the Reiseanalyse in addition to their basic participation. All module results can be easily linked and evaluated with the standard question program. Module customers also receive a detailed report on the findings. You can find out more about the methodology and pricing of the RA modules here.

Information during holidays

Online information has become an integral part of holiday planning. With more and more information also accessible on the move and location-specific information, holiday-makers are able to use online information in many different ways – before their holiday and also while they are travelling. We intend to examine whether and how these options are used.

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Holidays and nature

“Enjoying nature” is among the most important holiday motivations in the German market. For many domestic and international destinations and providers, nature holidays represent a key element of their offering. The wide range of products and services available makes it necessary for providers to position themselves more accurately.

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Customer value

Impact of holidays on the individual Holiday-makers generally depart on their holidays with very specific expectations. In tourism, many products and services are therefore aimed at guests returning from their holidays relaxed as well as[…]

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Destination experiences

Choosing a destination is the most important decision the majority of Germans make when planning a holiday. This was highlighted as part of the travel decision module in the RA 2017. An analysis of holiday motivations and the image of countries also confirmed the importance of the destination for holiday experiences.

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Price and quality

Price and quality are key aspects when making a decision about a holiday and represent a much-discussed topic. Almost all providers focus their efforts on identifying the optimum marketing strategy for positioning their product and/or destination.

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Information and inspiration

Tourism providers use various marketing tools (both online and offline) for advertising purposes and customer communications. These are touchpoints between providers and customers through their customer journey.

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Travel decision

For suppliers in tourism it is essential to know about the travel decision process of their current and potential customers. This information is necessary for suppliers to influence the travel decision of the potential customers at the right time.

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Content marketing

Content Marketing has evolved from a mere buzzword of online communication to-wards a serious marketing task across all media. The current question therefore is not primarily if content marketing is used, but how and for whom. The aim of the module is to identify and describe target groups that are particularly accessible for content mar-keting in the inspiration phase of the customer journey.

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Holiday and water

Whether for swimming or sailing, as a picturesque background while hiking or cycling, or as a calming element of a wellness holiday: water has a great power of attraction on holiday makers. In order to fully utilise the strengths of products by or near the water however, suppliers should learn more about their potential clients and their motives and needs.

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Image and uniqueness of holiday destinations

For holiday destinations, a positive image is a very important prerequisite for successful marketing activities. Therefore image building and promotion are crucial strategic fields of action for destinations. To have a well-founded knowledge about your own image helps to successfully market your products. Direct benchmarking opportunities help to identify the destination’s USP.

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Outdoor holidays

Product requirements for activity holidays outdoors Considering the wide range and types outdoor holidays, we will focus our research on the requirements and behaviour of (potential) hiking, biking and ski travellers. With this module, all[…]

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