VisitBritain is appealing to the German youth visitor market with the message that accommodation in the UK need not be expensive.
The national tourism agency is rolling out the first phase of a campaign with partner Hostelworld.com involving a TV advert to be aired across German TV networks.
Germany accounts for 10 per cent of all visits to the UK, with nearly 3m German travellers spending £1.25bn in 2011, according to VisitBritain.
Holiday visits by 16-34 year olds from Germany have been rising steadily over the last few years. Although the initiative is targeting the youth leisure market, it clearly has implications and perhaps some long-term knock on effects for the business visitor of tomorrow.
Consumer research indicates that “value” and “welcome” are important factors to the German market when it comes to choosing their destination and accommodation.
The issue of value surfaced in a recent survey by Hostelworld.com and Lonely Planet which showed nearly 90 per cent of those questioned would not be prepared to pay more than $US100 per night for a room.
Marketing Director at VisitBritain, Joss Croft said: “The youth market generally looks for affordable accommodation with a friendly welcome and buzzing atmosphere. Britain and Hostelworld.com can deliver these aspects right across the country.
“The new TV ad provides the necessary platform to target those more discerning German travellers wanting good value accommodation options when planning a trip to Britain.”
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