What prices are considered appropriate?
The range of leisure activities on offer is growing inexorably and with it the opportunities to spend money. But what prices do German citizens consider reasonable? What exactly are they prepared to pay for certain services and leisure activities?
One key finding: German citizens are aware of inflation and the associated rising costs and are prepared to spend more money in all areas than they did ten years ago. Professor Dr Ulrich Reinhardt, scientific director of the study: "Inflation has averaged 2.2 per cent annually over the last decade, which equates to an overall cost increase of 22 per cent. Accordingly, the population usually accepts what is being asked as reasonable."
However, there is a mixed picture in the leisure sector in particular: While the prices considered reasonable for theatres, cinemas, swimming pools or gyms, for example, have only risen to a limited extent, the willingness to pay more for theme parks, zoos, museums and restaurants has increased significantly.
If we look at the various socio-demographic characteristics, we see that in almost all areas it is above all higher earners who consider even higher prices to be appropriate. Those with a lot of money can spend more and are prepared to do so. For the future, Reinhardt therefore assumes that there will be an increasing division in leisure time between higher and lower earners. "Prices will continue to rise. And while some people will be able to accept these price increases without any problems, others will find it increasingly difficult. Accordingly, many will (have to) think carefully about what they spend their money on in their leisure time. At the same time, there will be a renaissance of low-cost offers - from which clubs and adult education centres can benefit."
Selected areas under the magnifying glass
Fun pool (+7%)
- Fun pools are primarily aimed at families who are watching their spending. They also compete with comparable leisure facilities such as fitness studios, wellness centres or amusement parks, and have therefore only moderately adjusted their prices.
Theatre (+12%)
- Theatre-goers are often price-sensitive, as theatre performances are seen as cultural but not necessary leisure activities. Many theatres are supported by state subsidies, which enables them to keep ticket prices relatively stable.
Gym (+12%)
- Fitness centres rely on long-term membership contracts. Price stability is important here to ensure long-term customer loyalty and avoid churn. The strong competition from discount fitness studios and online fitness offers has also increased price pressure.
Cinema (+15%)
- Streaming services are an alternative to the cinema for many German citizens - so their willingness to pay much more for admission is limited.
Weekend trip (+17%)
- This result is in line with the findings of our Tourism Analysis 2024 and the analysis of travel costs. You can find more details at: https://www.tourismusanalyse.de/2024/reisekosten-2023/
Funfairs (+22%)
- In line with inflation, Germans are digging deeper into their pockets for a visit to the funfair. It often only takes place once a year and is a special highlight for which people are prepared to spend a little more.
Zoo (+31%)
- Increased operating costs on the one hand and investments in new enclosures and additional offers on the other - the visitor sees both and is prepared to spend significantly more money than ten years ago.
Gastronomy (+33%)
- Restaurants were hit hard by rising prices for food and staff. In addition, more and more customers value quality and a special gastronomic experience, especially together with others as a communal activity. People are also prepared to pay more for this.
Museum (+34%)
- Many museums have increased their attractiveness and - in addition to locals - are increasingly focussing on tourists who are prepared to pay higher admission prices.
Amusement parks (+39%)
- Theme parks are constantly investing in new attractions and shows. Visitors honour this with higher spending.
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