Table of Contents
Issues in the Market
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- Key issues:
- Definitions
- Abbreviations
Future Opportunities
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- Holidays as luxury
- ‘Tyranny of value’
- Justification and purpose
- Re-building the brand
- Responsible travel and key demographics
- Trust and ‘green-washing’
- Real third agers stay longer
Market in Brief
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- Luxury travel
- Slow improvement
- Independent swing continues
- Pockets of growth
- Third age travel
- Ethically unmotivated
- Gradual recovery expected
- Low cost threat
- Diversification continues
Internal Market Environment
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- Key points
- Holiday penetration stays at around two thirds
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- Figure 1: Percentage of adults booking UK and overseas holidays, 2009
- Lead-in times get shorter
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- Figure 2: How far ahead last holiday abroad was booked, 2005-09
- Highest spenders continue to rise
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- Figure 3: How much spent on last holiday abroad, 2005-09
- Cost concerns: APD
- Cost concerns: Climate change
- Trains, planes and automobiles: The comparison
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- Figure 4: Price & journey time comparison of air vs rail vs tunnel/car travel, travelling February 2010
- Sub-three hour train advantage
- Then balance tilts towards air
- Railteam disappointment
- Challenge to Eurostar
- Load factor key for cars
Broader Market Environment
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- Key points
- Recovery beckons but deficit looms
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- Figure 5: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
- Mixed spending outlook
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- Figure 6: GfK NOP Consumer Confidence Index: January 2009-December 2009
- Rays of hope
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- Figure 7: Trends in statements relating to the economic downturn, Feb 09-Sep 09
- Petrol problems
- Three in ten have ‘healthy’ financial situation
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- Figure 8: Trends in how respondents would describe their financial situation, Feb 09-Sep 09
- Young families and the retired set to grow
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- Figure 9: Trends in the age structure of the UK population, by gender, 2004-14
- ABs show fastest growth
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- Figure 10: Forecast adult population trends, by socio-economic group, 2004-14
- Shrinking households
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- Figure 11: UK households, by size, 2004-14
- Go East for value
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- Figure 12: Figure 12: Sterling exchange rates against selected currencies at 11th December each year, 2005-09
Competitive Context
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- Key points
- Travel still priority spend…
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- Figure 13: Expenditure priorities for the year ahead, January 2009
- … but debt repayment rises in importance
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- Figure 14: UK spending priorities, January 2007
- Travel spend proportion stays constant
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- Figure 15: UK Consumer expenditure and retail sales by broad sector, leisure travel, eating out & pub spend 2004-08
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Comparing carbon
- Content on the move
- Hotel introduction service
- Dynamic diversification
- Developing opportunities
- Paws for thought
- Drive getaways
- Best job in the world
Market Size and Forecast
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- Key points
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- Figure 16: Domestic and overseas holidays and expenditure, 2004-14
- Past and present
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- Figure 17: Average spend per trip, 2004-14
- Future
Segment Performance
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- Key points
- Still independence day
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- Figure 18: Inclusive holidays versus independent holidays, by volume, 2004-09
- EU15 plateau
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- Figure 19: Outbound holiday visits, by region visited, 2004-09
- Beating the APD hike
- Privilegespain aims to halt holiday drift
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- Figure 20: Top 25 overseas holiday destinations, by number of visits, 2004-09
- North Africa still expanding
- Latin American potential
- No longer off-limits
- Air travel hit hardest
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- Figure 21: Total overseas trips, by mode of transport, 2004-09
- Holidays downsize but short breaks suffer
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- Figure 22: Number of overseas holidays by duration of trip, 2004-09
- Ten/eleven-night increase
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- Figure 23: How long spent away on last holiday abroad, 2005-09
- Beach still dominant
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- Figure 24: Holiday type taken for last holiday, 2005-09
Market Share
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- Key points
- Fragmentation
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- Figure 25: Overseas passengers licensed to UK travel companies, December 2009
- Big two tighten grip
Companies and Products
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- Key points
- Thomas Cook
- TUI Travel
- Ryanair
- Expedia
- Eurostar
- P&O Ferries
- Kuoni
- Simonseeks
Channels to Market
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- Key points
- Web becomes default research tool
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- Figure 26: Sources used to get information on last package holiday, 2005-09
- Figure 27: Sources used to get information on last independent holiday, 2005-09
- Return of the agent?
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- Figure 28: How last holiday abroad was booked, 2005-09
- But shop visits still in decline
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- Figure 29: Method used to book last holiday abroad, 2005-09
Holidays Taken
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- Key points
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- Figure 30: Holidays taken in last 12 months, November 2009
- Overall holiday demographics
- Package vs independent demographics
- Domestic vs overseas demographics
Holiday Frequency
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- Key points
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- Figure 31: Number of holidays taken in past 12 months, November 2009
- The demographics of holiday frequency
- Multiple holidaymakers
Holiday Expenditure
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- Key points
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- Figure 32: Domestic versus overseas spending in the last 12 months, November 2009
- 2.4 million adults still spend £5K-plus on trips abroad
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- Figure 33: Domestic holiday spending 2007 vs 2009
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- Figure 34: Overseas holiday spending 2007 vs 2009
- Overseas spend down but £3K-plus payers less affected
- Demographics of spend
Holidays Taken Overseas
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- Key points
- Family and beach holidays still top
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- Figure 35: Type of overseas holiday taken in last 12 months, 2007 v s 2009
Overseas Holiday Intentions
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- Key points
- 2010 growth potential
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- Figure 36: Overseas holiday intentions for next 12 months, November 2009
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- Figure 37: type of overseas holidays taken in last 12 months and overseas holiday intentions for next 12 months, November 2009
- Half of ABC1 families plan holiday in 2010
- All-inclusive C1 peak
- Pre-family/third age city appeal
Attitudes Towards Holidays
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- Key points
- The age of travel
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- Figure 38: Attitudes towards holidays, 2007 vs 2009
- Less guilty
- Agelessness and authenticity
- Cost issues
- Ethical issues
- The journey itself
Attitudes Towards Holiday Expenditure
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- Key points
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- Figure 39: Attitudes towards holiday expenditure, 2007 vs 2009
- Holidays are a luxury…
- … but not for M&S shoppers
- Know your rights
Targeting Opportunities – Attitudes Towards Holidays
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- Key points
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- Figure 40: Attitudes towards holidays, by most popular holidays taken in last 12 months, November 2009
- Figure 41: Attitudes towards holidays, by next most popular holidays taken in last 12 months, November 2009
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- Figure 42: Attitudes towards holidays, by least popular holidays taken in last 12 months, November 2009
- Ageless independents and package planners
- Playing the green card
- Boomers in bikinis?
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- Figure 43: Attitudes towards holidays, by most popular overseas holiday intentions for next 12 months, November 2009
- Figure 44: Attitudes towards holidays, by next most popular overseas holiday intentions for next 12 months, November 2009
- Irresponsible AI holidaymakers?
- Most affected
- Further AI influx
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- Figure 45: Type of overseas holiday taken in last 12 months, by overseas holiday intentions for next 12 months, November 2009
Targeting Opportunities – Attitudes towards Holiday Expenditure
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- Overseas priority
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- Figure 46: Attitudes towards holiday expenditure, by most popular holidays taken in last 12 months, November 2009
- Figure 47: Attitudes towards holiday expenditure, by next most popular holidays taken in last 12 months, November 2009
- Domestic switchers
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- Figure 48: Attitudes towards holiday expenditure, by most popular number of holidays taken in past 12 months, November 2009
- City breaks vulnerable
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- Figure 49: Attitudes towards holiday expenditure, by most popular overseas holiday intentions for next 12 months, November 2009
- Third age travel ‘drug’
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- Figure 50: Attitudes towards holiday expenditure, by most popular attitudes towards holidays, November 2009
- Figure 51: Attitudes towards holiday expenditure, by next most popular attitudes towards holidays, November 2009
Appendix – Holidays Taken
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- Figure 52: Most popular holidays taken in last 12 months, by demographics, November 2009
- Figure 53: Next most popular holidays taken in last 12 months, by demographics, November 2009
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- Figure 54: Other holidays taken in last 12 months, by demographics, November 2009
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Appendix – Holiday Frequency
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- Figure 55: Most popular number of holidays taken in past 12 months, by demographics, November 2009
- Figure 56: Next most popular number of holidays taken in past 12 months, by demographics, November 2009
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Appendix – Holiday Expenditure
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- Figure 57: Domestic holiday spending in the last 12 months, by demographics, November 2009
- Figure 58: Overseas holiday spending in the last 12 months, November 2009
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Appendix – Holidays Taken Overseas
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- Figure 59: Type of overseas holiday taken in last 12 months, by demographics, November 2009
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Appendix – Overseas Holiday Intentions
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- Figure 60: Most popular overseas holiday intentions for next 12 months, by demographics, November 2009
- Figure 61: Next most popular overseas holiday intentions for next 12 months, by demographics, November 2009
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Appendix – Attitudes towards Holidays
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- Figure 62: Most popular attitudes towards holidays, by demographics, November 2009
- Figure 63: Next most popular attitudes towards holidays, by demographics, November 2009
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Appendix – Attitudes towards Holiday Expenditure
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- Figure 64: Most popular attitudes towards holiday expenditure, by demographics, November 2009
- Figure 65: Next most popular attitudes towards holiday expenditure, by demographics, November 2009
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