When the first snow falls, one of the most planning-intensive travel periods of the year begins. The winter holiday in the mountains is expensive, booked long in advance and draws millions of Germans into the Bavarian Alps and above all to Austria. For hotels, equipment providers, ski schools and entire regions, this is the decisive season. Those who know who they reach and when can slip into the travel planning in good time.
The winter market in figures
Winter sport is firmly anchored in Germany, but not a sure thing. According to Statista surveys, around a third of Germans plan a ski holiday in a given winter season, and the by far most popular destination is Austria, which around 53 percent of winter-sport-minded Germans recently wanted to head for. Germany itself reaches only about seven percent as a winter destination, with the Allgäu the most popular home region. Travel is mostly by car.
In terms of sport, alpine skiing remains clearly ahead, with around 64 percent skiing regularly, far fewer snowboarding. Interesting for retail is the equipment question: about 56 percent of ski holidaymakers use their own gear, while around 30 percent own some parts but rent individual components. That means both sales and rental are in high season during this time. And because December is a particularly popular starting month, demand begins early.
Who you reach in winter
The winter holidaymakers. They often book their trip to the mountains as early as autumn, long before the snow arrives. Hotels, guesthouses, holiday apartments, mountain lifts and entire holiday regions compete for them. Because Austria is the main destination, it pays for alpine providers to specifically address the German source regions their guests come from. How streaming can be targeted precisely to such regions is shown in the article on regional targeting in streaming TV.
The equipment buyers and renters. Before the season, people gear up: skis, boards, helmets, clothing. Sports retail and rental stations experience their strongest time. Because many only buy or rent individual parts, an approach that shows both the new purchase and flexible rental is worthwhile.
The ski schools and mountain lifts. On site is where it is decided where courses are booked and ski passes bought. Ski schools, lift operators and ski areas can build presence early and stay top of mind against the competition in the same valley.
The day trippers from near the Alps. Not everyone goes away for a week. From Munich and southern Bavaria, people often head to the mountains for just a day, to ski, sledge or winter-hike. For ski areas and providers in the Bavarian Alpine region, this weather-dependent, short-notice demand from their own area is an important lever.
The wellness and leisure guests. A winter holiday has long been more than the slopes. The most popular winter activity is walking and winter hiking anyway, joined by thermal baths, wellness hotels and mountain-hut dining. This group seeks relaxation in the snow rather than sport and is a growing audience for hotels and hospitality.
Timing and targeting in winter
Two things decide success. First, lead time: the holiday decision is made in autumn, often as early as October and November. Those who want to be present as a hotel or region must advertise before the season, not in the middle of it. Second, the region: alpine providers, especially in Austria, best reach their German guests when they specifically address the source regions, while Bavarian ski areas target the nearby conurbation tightly for the day trip. With onescreen you target both specifically by region, age, gender and interests and reach your audience on the big screen, non-skippable and with full attention.
One thing stays important: expectations. The booking rarely happens directly in front of the TV, but on the smartphone or computer. Streaming advertising builds demand and pushes your offer into people's minds before the destination and hotel are decided. Why relevant attention counts for more than sheer reach is explored in the article Attention Over Reach. And because winter travel planning is often a family decision, the big screen helps reach several people in the household at once, as the article on co-viewing on smart TV shows.
Conclusion
The winter holiday is a planning-intensive, high-value season with clear winners: hotels and regions in the Bavarian Alps and in Austria, sports retail and rental, ski schools, mountain lifts, and wellness and hospitality. The decision is made early, usually in autumn, and the main destination is Austria. Those who are present in good time and address the right source regions secure a place in the travel planning before the competition is even visible.
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FAQ
Who do I best reach in winter via streaming? Above all winter holidaymakers planning their trip to the mountains, plus the customers of sports retail and ski rental, ski schools and mountain lifts, and wellness and hospitality guests. Targeting is done specifically by age, interests and region.
Where do Germans go in winter? According to Statista, around a third plan a ski holiday, and Austria is the most popular destination with around 53 percent of winter-sport-minded Germans. Germany reaches only about seven percent, where the Allgäu is most in demand.
When should I start my winter campaign? In autumn, often as early as October and November. Because the holiday decision precedes winter, the campaign should run before the season, not only in the middle of it.
Is streaming advertising worthwhile for alpine hotels and ski areas? Yes. Alpine providers best reach their guests when they specifically address the German source regions the holidaymakers travel from. Bavarian ski areas can additionally target the nearby conurbation tightly for day trips.