Markets

The development of tourism to Hamburg has been particularly dynamic in the years since 2001. Increasing numbers of visitors not only from Germany but also from abroad are flocking to the Hanseatic city. At the same time national and international competitors have, however, become ever more creative and price-conscious.

It is thus more important than ever that Hamburg also clearly communicates its competitive advantages, both at national and international level. The objective is to create products which are strongly competitive in terms of price and content and to communicate them in a manner appropriate to the target groups and markets by means of marketing activities. To this end, target markets relevant for Hamburg are classified and assigned to the categories primary, secondary and future markets. This facilitates optimum planning of budgets and deployment of personnel and resources.
Categorizing individual markets in groups is most definitely not intended to be a permanent procedure but rather to serve as a medium term "strategic approach". Statistics are regularly examined and brought up to date so that the company can react to changes on the world tourism market at any time.

Target Groups

Leisure motivated tourists from Germany and other German-speaking countries are at the heart of our sales strategy. Sales activities are continuously being expanded.

Today unambiguous, clear target groups which can be defined, for example, purely on the basis of socio-demographic characteristics no longer exist. One and the same tourist may travel with "no frills" on one journey, first class on the next; on one trip he may want to gain cultural knowledge, on the next participate in sports activities or enjoy a group package tour. At the same time he may want to discover as much unspoiled nature as possible at his holiday destination while also being able to take advantage of a highly developed tourist infrastructure.
To differentiate Hamburg more clearly from other destinations HHT has developed a new, homogenous target group segmentation for Hamburg tourism. A finely tuned marketing mix will, in future, make it possible to avoid inconsistencies and divergence losses; to focus resources and to further develop the successful tourism profile.

The new target groups are:

Dynamic "Best Agers" (55+ group)

Discerning Experience-Driven Tourists

Adventure-Seeking Singles/Couples

Conventional 40-Year Olds

Conventional 50-Year Olds

In future this new orientation will make it possible to formulate a universal approach reflecting tourists’ rational and emotional values and needs. In this context theme marketing will focus on the high quality core target groups "Dynamic Best Agers" and "Discerning Experience-Driven Tourists", thus increasing the value creation per guest.
Furthermore, the "Adventure-Seeking Singles and Couples" core target group will ensure that the future market is secured while taking into account the city's strategic goals.
"Bread and butter" business in the volume market will be secured and expanded via the "Conventional 40-/50-Year Olds" target groups.