Vegan Upswing - Impact of the Veganism Trend on the German Hotel Market

Abstract

Veganism is becoming a significant sociocultural phenomenon and thus, increasingly influences consumer habits and business practices. In Germany, the topic is present, especially regarding the trend towards reducing the consumption of animal products. Nevertheless, there is a lack of sufficient research, especially in the hotel market. This bachelor's thesis therefore analyses the growing importance of the veganism trend and its impact on the German hotel market. Through a combination of literature studies, consumer survey and expert interviews, the challenges and opportunities for hotels in regard to the veganism trend are outlined. Moreover, the specific needs and expectations of vegan guests are identified. The results of the thesis indicate a growing interest in veganism on supplier as well as demand side and outlines the need of adapting to this trend within the German hotel market. The findings offer significant insight into the adaptation of vegan options in order to meet the growing demands of the changing customer needs and remain competitiveness in the long term. This creates a relevant foundation for the conduction of future research.