Table of Contents
Issues in the Market
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- Main issues
- Definitions
- Abbreviations
Market in Brief
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- Healthy, wealthy and wise
- Wheely big potential
- Riding on the long tail
- Pastures new
- Take to the hills
- Small but perfectly formed
- Part-time cyclists
Insights and Opportunities
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- Changing gear
- Reclaiming the street
- History lessons
Fast Forward Trends
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- Trend 1: Oliver's Army – Celebs and social engineering
- What's it about?
- What we've seen
- Specifics
- Market implications
- Trend 2: Eco-Centricity
- What's it about?
- What we've seen
- Specifics
- Market implications
- What is Fast Forward Trends?
Internal Market Environment
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- Key points
- Overseas drives expansion
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- Figure 1: Domestic and overseas holidays by volume, 2002-07
- Indulgent cyclists
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- Figure 2: Domestic and overseas holidays by value, 2002-07
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- Figure 3: Average spend per trip, 2002-07
- De-bundling the package
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- Figure 4: Independent holidays and expenditure abroad, 2001-11
- Key analysis
- Mix and match
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- Figure 5: Percentage of adults booking UK and overseas holidays, 2002-06
- The long tail
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- Figure 6: Type of holiday taken for last holiday to Europe, 2000-06
- Key analysis
- Cycling chic
- Key analysis
- On yer bike!
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- Figure 7: Ownership of bicycles, 2002-06
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- Figure 8: Participation in cycling and mountain biking, 2002-06
- Good news story
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- Figure 9: Participation in cycling and mountain biking, by demographic sub-group, 2006
- Biking bourgeoisie
- Reaching the ‘regular’ cyclists
- Public initiatives
- Britain lags behind
- Success story
Broader Market Environment
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- Key points
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- Figure 10: Trends in personal disposable income and consumer expenditure, 2002-12
- Climate of caution
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- Figure 11: UK spending priorities, January 2007
- Time to re-connect
- Core markets grow
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- Figure 12: Trends in the age structure of the UK population, by gender, 2002-12
- Figure 13: Forecast adult population trends, by socio-economic group, 2002-12
- Bicycling boomers
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- Figure 14: Forecast adult population trends, by socio-economic group, 2002-12
- Exchanging destinations
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- Figure 15: Annual average exchange rates for Sterling against the euro and US Dollar, 2002-06
Competitive Context
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- Key points
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- Figure 16: Activity holidays 2002-06
- Age of activity
- Crossover opportunities
- Key analysis
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Cycling-combo
- Sense of adventure
- City cycling
- Soft greens
- Live the dream
Market Size
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- Key points
- Past and present
- 450,000 cycling holidays
- Estimated value
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- Figure 17: Dedicated cycling volume and value 2006
- Market segmentation
- Moving mountains
- Pain in the Pennines
- Centre vs point-to-point
- The Future
- Mainstream opportunity
Companies and Products
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- Key points
- Beneath the radar
- Company types
- By the day
- Future directions
- Saddle Skedaddle
- Cycling for Softies
- Hooked on Cycling
- Exodus
- Explore Worldwide
- The Chain Gang
- Country Lanes
- CTC Cycling Holidays
- Graham Baxter Sporting Tours
The Cycling Holiday Experience
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- Key points
- What people want
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- Figure 18: Ingredients for happy holidays, May 2007
- Cycling holiday experience
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- Figure 19: Ingredients for happy holidays, May 2007
- Reality check
- Activity potential
- Cycling demographics
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- Figure 20: Experience of cycling holidays by demographics, May 2007
- Core demographics
- Upwardly mobile cyclists
- Key analysis
- The new golf?
- Bicycling with the devil
- Top gear
- Fat kids
- Car-free zones
- What cycling holidaymakers want
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- Figure 21: Ingredients for happy holiday by experience of cycling holidays, May 2007
Cycling Holiday Habits
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- Key points
- Types of cycling holiday
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- Figure 22: Cycling holiday habits, May 2007
- Types of cycling holiday by demographics
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- Figure 23: Cycling holiday habits by demographics, May 2007
- Domestic types
- Families and friends
- Cycling sisters
Attitudes Towards Cycling Holidays
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- Key points
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- Figure 24: Attitudes towards cycling holidays, May 2007
- Selling-points
- Attitudes by demographics
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- Figure 25: Attitudes towards cycling holidays by demographics, May 2007
- Careful handling
- Health aspirations
- Anti-tourists
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- Figure 26: Further attitudes towards cycling holidays by demographics, May 2007
- Safety first
- Tailor-making
Cycling Holidays Targeting Opportunities
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- Key points
- Propensity for cycling holidays
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- Figure 27: Cycling holidays based on sex, age, social grade, lifestage, income, tenure, ACORN and TV viewing, May 2007
- Passionate: (2% or 1 million adults)
- Amateurs: (6% or 3 million adults)
- Recreational: (14% or 7 million adults)
- Potentials: (12% or 6 million adults)
- Uninterested: (59% or 29.5 million adults)
- Cycling target groups
- Enthusiasts (14% of respondents or 7 million adults)
- Marketing message
- Too many drawbacks (21% of respondents or 10.5 million adults)
- Marketing message
- Only as part of the trip (21% of respondents or 10.5 million adults)
- Marketing message
- Non-rollers (44% of respondents or 22 million adults)
- Marketing message
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- Figure 28: Attitudes towards cylcing by target groups, may 2007
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- Figure 29: Target groups by detailed demographics, may 2007
- Figure 30: propensity towards cycling holidays by target groups, may 2007
Forecast of Cycling Holiday Target Groups
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- Figure 31: Target group compositions, 2005
- Scenario 1: Static
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- Figure 32: Forecast growth in target groups, static scenario, 2007-12
- The outlook
- Scenario 2: Optimistic
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- Figure 33: Forecast growth in target groups, optimistic scenario, 2007-12
- The outlook
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