A stranger in his own country – 3 questions for Hamid M. Farahmand

Holidays within one’s own country have grown in popularity during the coronavirus pandemic. Last year, just over half of all holiday trips took place in Germany, according to a recent tourism analysis commissioned by the BAT Foundation for Future Studies. This year, 31 per cent are once again drawn to a holiday destination within their own country. This raises the question of returning to a familiar and much-loved destination.

Hamid Farahmand, what does it take these days to encourage guests to return to a holiday resort?

Hamid M. Farahmand: Returning to a destination is closely linked to developments in recent years. The shift away from mass tourism and trends such as relaxation in nature, mindfulness, enhancing one’s own wellbeing and a willingness to spend more money on these things have also led to a change in mindset within the holiday hotel industry.

So the priority determines the destination?

Hamid M. Farahmand: Yes! As the purpose of the journey changes, so does the destination: the focus is on the self. People are looking for destinations where they can switch off, rather than necessarily to make new contacts. Retreat, tranquillity and authentic experiences are the new priorities. These can be found in unspoilt natural areas around coasts and lakes, or even, for example, in the hinterland of the Portuguese Algarve. Once you know where you can find that sense of well-being, you’re drawn back to that place, especially now during the pandemic – the effects of which will be with us for a while yet. So the anticipation lies less in thinking about where the journey might take you, and more in the practical preparations for this retreat.

Is it simply the location that holds the appeal?

Hamid M. Farahmand: Not only that! Of course, there are the usual magnets, such as the German coast or the Bavarian Alps, and so on. But really, it’s an idea, a way of life that is conveyed. Hospitality is being redefined. Offering that little bit extra, feeling a touch of family and enjoying a certain sense of familiarity strengthens the bond immensely. Abroad, there are already destinations that offer their guests not just accommodation, but a special experience – the so-called holiday resorts. In Germany, the concept is not yet very well known. Bades Huk, on the Mecklenburg Baltic coast, is one such resort. Relaxation in natural surroundings, interiors designed for total comfort, a varied range of leisure activities both on-site and around Wismar Bay, as well as a comprehensive, hospitable resort service, make for the perfect holiday experience.

Property owners benefit from satisfied holidaymakers (the service even takes care of the lettings), and those seeking relaxation are happy to return to this destination. Fundamentally, the market is set to become more competitive. However, the focus will always be on the needs of travellers. Offering them that little bit extra at all times will make the subtle yet decisive difference in the future.

Published on 18 February 2022