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Abhängen ist out: Unter den 16- bis 35-Jährigen ist der klassische Pauschalurlaub - hier auf Mallorca - nicht mehr angesagt, berichten Trendforscher.
Foto: Patrick Seeger Generation Facebook Reisen als Statussymbol Europas Reisemarkt gilt als ausgeschöpft, die Pauschalreise als überholt. REISE & PREISE sagt, wo noch Perspektiven und Potenziale für die Tourismusindustrie liegen.
Partyurlaub, Rucksackreisen im Dschungel, Abenteuer unter Palmen oder auch Reisen zu Hilfsprojekten in Krisenregionen - was junge Leute für ihre Ferien planen, hat mit der Erholungsreise klassischer Prägung meist nichts mehr zu tun. Macht die Generation Internet die Reiseindustrie schon bald überflüssig? Nein, meinen Zukunftsforscher. Aber die Veranstalter müssen sich verändern. Dann könnten sie sogar profitieren. Denn Reisen habe die Riesenchance, ein Statussymbol zu werden, sagt Christian Melchers vom Markforschungsinstitut Zweieinheit in Berlin. Sind Sie schon dabei? REISE & PREISE begrüßt Sie auf Facebook Melchers hat im Auftrag der Tui eine Studie über die neue Art des Reisens der 16- bis 35-Jährigen erstellt und ist dabei auch der Frage nachgegangen, welche Rolle soziale Netzwerke im Internet dabei spielen. Die klassischen Ferien am Mittelmeer, pauschal gebucht zum Abhängen am Strand, sind out. Selten werde von der Generation Internet noch eine Pauschalreise gebucht, die dann allenfalls mit Burnout oder etwas ähnlichem gerechtfertigt werde, sagt der Trendforscher.
Die jungen Leute wollten so viel wie möglich selbst gestalten und arrangieren - zugleich aber möglichst auch eine »Gelingensgarantie«. Da werde bei Twitter und Facebook geplant, diskutiert und Bilder eingestellt - wenn es aber an die konkrete Buchung gehe, treffe man sich nicht mehr online, sondern mit echten Freunden am Küchentisch. »Wenn es ernst wird, holt man sich gerne Rückversicherung bei jemandem, der sich auskennt - wie zum Beispiel auch im Reisebüro«, sagt Melchers.
Möglichst viel Abenteuer und möglichst wenig Risiko, sei die Devise. Dabei dürfe man den Trend zur Selbstdarstellung in den sozialen Medien nicht vergessen. »Man möchte gern als Weltenbummler und Kosmopolit gelten, der sich in der globalisierten Welt auskennt«, sagt Melchers. Reisen seien da ein gutes Mittel, sich auf Facebook oder Twitter ins rechte Licht zu setzen. Urlaub als standardisiertes »Fertiggericht« - das sei das Image, gegen das die Veranstalter mit aller Macht angehen müssten. Und die sozialen Medien böten ihnen Gelegenheit, sich unaufdringlich in Planungen einzubringen.
Touristikfachmann Karl Born von der Fachhochschule Wernigerode sagt, bei Facebook, Twitter und Co müssten die Großveranstalter noch deutlich mehr Gas geben. »Es geht dabei nicht ums Buchen, sondern um die Meinungsbildung, die man da beeinflussen kann«, meint er. Für die längerfristige Trendforschung jenseits der üblichen Krisen und Konjunkturschwankungen hat Branchenprimus Tui vor einem Jahr eine »Denkfabrik« eingerichtet. Über den Tellerrand zu blicken, die Zukunft zu durchdringen und ein Netzwerk zu schaffen, das nicht im eigenen Unternehmen bleibt und auch nicht in der eigenen Branche, nennt Tui-Bereichsleiter Konzern-Strategie Mario Habig als Ziel. »Es denkt sich freier abseits des Tagesgeschäftes.« Nach der Studie über die Generation Internet beschäftigen sich Experten nun auch mit den neuen Märkten Brasilien, Russland, Indien und China - Länder, in denen Tui expandieren will. Doch es ist nur ein grober Rahmen: Beim »Think Tank« gibt es keine Grenzen. Es geht um generelle Entwicklungen wie etwa die wachsende Zahl von Singles, Patchwork-Familien oder das sich ändernde Verhältnis von Privat- und Berufsleben.
Die Tourismusindustrie in Deutschland brauche eine effizientere Forschung und eine engere Verzahnung von Wissenschaft und Wirtschaft. forderte der »Think Tank« zuletzt. Und Tui-Chef Michael Frenzel betont: »Wir brauchen vorausschauende Blicke auf neue Produkte, den gesellschaftlichen Wandel und globale Herausforderungen für unsere Industrie.« (25.1.2012, dpa)
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