Expanding the potential of Activity Holidays for all
With an estimated 10.2 million breaks taken in 2007 and volume growth of 17.2% since 2003, activity holidays are comfortably outperforming the overall travel market. By the end of 2008, activity holidays are expected to account for nearly one in eight holidays taken by Britons, growing from just over one in ten in 2003.
As consumers focus upon entertainment and self-improvement as much as materialism, holidays are becoming more frequent and they are increasingly dedicated to special interests and activities. We are living in a leisure economy and as we become more independent, experienced and confident holidaymakers, we are seeking to pursue our interests whilst on holiday. Just as gastronomy has influenced tourism choices, so has our growing interest in health, wellness and fitness.
With an estimated 10.2 million breaks taken in 2007 and volume growth of 17.2% since 2003, activity holidays are comfortably outperforming the overall travel market. By the end of 2008, activity holidays are expected to account for nearly one in eight holidays taken by Britons, growing from just over one in ten in 2003.
As consumers focus upon entertainment and self-improvement as much as materialism, holidays are becoming more frequent and they are increasingly dedicated to special interests and activities. We are living in a leisure economy and as we become more independent, experienced and confident holidaymakers, we are seeking to pursue our interests whilst on holiday. Just as gastronomy has influenced tourism choices, so has our growing interest in health, wellness and fitness.
This report provides an overview of the market for activity/adventure holidays, investigating the core market factors, strengths and weaknesses, consumer dynamics, and likely future trends.
Main themes of the report:
The demographic character and motivations associated with different activity holiday types: is this one coherent market or a multiplicity of specialist sectors?
The potential for dual hard/soft, activity-relaxation models.
Is this likely to remain a niche holiday market, or to what extent could activity holidays successfully penetrate the mainstream?
Are activity holidays predominantly a young man’s game? What is the level of interest and future potential amongst older markets and women?
Trends, challenges and opportunities in the supply structure of this highly fragmented market.
In the last three years 14.6 million adults have experienced some sort of health and wellness activity while on holiday.
As would be expected, it is the use of spas and spa facilities at hotels which makes up most of this figure.
A further 3.6 million adults have not yet tried health and wellness experiences as part of a holiday but would like to.
Treatments are continuing to evolve; offers now include the use of ‘healing energy’, sound vibrations, courses on ‘learning how to sleep’ and even (alleged) preventative therapies for Alzheimer’s!
The demographic character and motivations associated with different activity holiday types: is this one coherent market or a multiplicity of specialist sectors?
