Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- Same old, same old…
- More than once in a blue moon
- Jim fixed it for you (at a price)
Fast Forward Trends
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- Trend 1: “Non-standard Society”
- Definition
- Observations
- Market touchpoints
- Bespoke products
- Building brand loyalty
- Old don’t mean slow
- Trend 2: “UGC For Yourself”
- Definition
- Observations
- Market touchpoints
- Trend 3: “Transumer Express”
- Definition
- Observations
- Market touchpoints
Market in Brief
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- Lower prices driving growth…
- …but still seen as expensive
- What do you buy the man or woman who has everything?
- Tough fight
- Adrenaline activities still the most popular…
- …but ‘softer’ experiences will drive growth
- Gender bending
- Living the dream
- Older but inexperienced
- Extreme fragmentation
- Consolidation on the cards
- Blurring boundaries
Internal Market Environment
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- Key points
- Are you experienced?
- Being, not having
- Work/life balance
- Under pressure
- Got to get out more
- Year-round experiences
- Christmas is coming
- The Black Hole
- Online experience
- Web-savvy shoppers
- Bad publicity
Broader Market Environment
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- Key points
- Creeping pessimism
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- Figure 1: Trends in GDP, personal disposable income and consumer expenditure, 2001-11
- Uncertain climate
- Young adults growing fast…
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- Figure 2: Trends in the age structure of the UK population, by gender, 2001-11
- …but population is ageing
- ABC1 growth favours upmarket experiences
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- Figure 3: Forecast adult population trends, by socio-economic group, 2001-11
- Some like it hot
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- Figure 4: UK average mean temperature, rainfall and sunshine hours, 1998-2006
Competitive Context
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- Key points
- The gift market
- Gift vouchers
- The leisure pound
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- Figure 5: Consumer expenditure on selected leisure goods and activities, 2001-06
- Golden age of leisure
Strengths and Weaknesses in the Market
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- Strengths
- Strengths
- Adventurous consumers
- Affordability
- Internet
- B2B
- Weaknesses
- Too many links in the chain
- Threat of commoditisation
- Non-redemption
- Lack of industry standards
Who’s Innovating?
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- Broadening parameters
- Life-changing experiences
- Experience breaks
- Shaken but not stirred
- Metrosexual experiences
- Tanked up
- The green experience
- Stored-value cards
- Social networking
Market Size, Segmentation and Forecast
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- Key points
- Slow, steady growth since start of the decade
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- Figure 6: Estimated value and volume of the experience days out market, 2001-11
- Approaching the £100 million mark
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- Figure 7: Estimated value of the experience days out market, 2002-06
- Product segmentation
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- Figure 8: Estimated segmentation of the experience days out market, by value, 2006
- Open vouchers
- Driving and flying
- Pampering and relaxation
- Adrenaline/adventure/watersports
- The long tail
- Developing the experience
- Internet to drive growth and diversification
- The long tail gets longer
- Choice and price key to future development
- Holiday experiences
Companies and Products
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- Key points
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- Figure 9: Estimated share of experience days out market, by value, 2006
- A fragmented supply structure
- A shift towards third parties
- Arrivals and departures
- Third-party intermediaries
- Red Letter Days
- Market lead maintained after a tricky 2005
- Staying ahead of the competition
- Buyagift
- Personal gifts and motor sports key to the offer
- An Internet-led distribution model
- Virgin Experience Days
- Combining expertise and brand power
- Virgin territory
- Activity Superstore
- A strong presence on the high street
- Emphasis on value-added customer service
- eXhilaration
- Golden Moments
- Thanksdarling.com
- Others
- Specialist third parties
- Localised single-experience suppliers
Brand Communication and Promotion
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- Key points
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- Figure 10: Advertising spend of selected experience day out operators, 2002-06
- Marketing budgets reduced
- Direct marketing preferred
The Consumer: Are They Experienced?
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- Key points
- Consumer research
- Experience and potential demand
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- Figure 11: Experience of/interest in experience days out, November 2006
- Pent-up demand
- Modern consumers keen to live the lifestyle
- Ready for take-off
- Who is Experienced?
- Untapped female demand
- Old, but not experienced
- Young chicks not yet airborne
- Fame and thrills woo the youngest
- Family focus?
The Consumer: Are They Experienced? – Detailed Demographics
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- Figure 12: Experience of and interest in driving and riding days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
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- Figure 13: Experience of and interest in shooting/archery and sport days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
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- Figure 14: Experience of and interest in adventure and wildlife/nature days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
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- Figure 15: Experience of and interest in watersports and hobby/creative days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
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- Figure 16: Experience of and interest in multi-experience and aviation days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
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- Figure 17: Experience of and interest in papmer/body and soul and dining days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
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- Figure 18: Experience of and interest in fame and skydiving/bungee days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
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The Consumer – How Experienced Are They?
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- Key points
- Experience repertoires
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- Figure 19: Repertoire of types of experience days out consumers have been on, November 2006
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- Figure 20: Repertoire of types of experience days out consumers have been on, by type of experience, November 2006
- Macho men have most experiences
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- Figure 21: Repertoire of types of experience days out consumers have been on, by gender, age, socio-economic group, region, presence of children and activities done online, November 2006
- How many new experiences do they want?
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- Figure 22: Repertoire of types of experience days out consumers would like to go on, November 2006
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- Figure 23: Repertoire of types of experience days out consumers would like to go on, by type of experience, November 2006
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- Figure 24: Repertoire of types of experience days out consumers would like to go on, by gender, age, socio-economic group, region, presence of children and activities done online, November 2006
The Consumer: Arranging the Experience
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- Key points
- A gift-oriented market?
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- Figure 25: Statements regarding last experience day out, November 2006
- Experiences well received
- DIY for the young, while older generations go on the company
- Experienced couples
- Young ABC1s do it online
The Consumer: Arranging the Experience – Detailed Demographics
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- Figure 26: Most popular statements regarding last experience day out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
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- Figure 27: Next most popular statements regarding last experience day out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
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The Consumer: Experience and Personality
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- Key points
- Attitudes towards experience days out
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- Figure 28: Attitudes towards experience days out, November 2006
- Perception problem
- Personal choice
- Carpe diem
- Greys are cost-conscious but green
- Consumer target groups
- Indulgent Experience-goers (39% of Internet users or 11.7 million adults aged 16+)
- Cost-conservative (29% of Internet users or 8.7 million adults aged 16+)
- Happy to Receive (31% of Internet users or 9.3 million adults aged 16+)
- Consumer target groups – what they’ve experienced
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- Figure 29: Experience days out consumers have been on, by consumer target groups, November 2006
- Consumer target groups – how they experienced it
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- Figure 30: Statements regarding last experience day out, by consumer target groups, November 2006
- Indulgent couples
- Target group repertoires
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- Figure 31: Repertoire of types of experience days out consumers have been on or would like to go on, by consumer target groups, November 2006
- Cost-conservatives can be won over
- Serial experiencers
- Once is not enough
The Consumer: Experience and Personality – Detailed Demographics
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- Attitudes towards experience days out – detailed demographics
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- Figure 32: Any agreement with most popular attitudes towards experience days out, by gender, age, socio-economic group, region, presence of children and activities done online, November 2006
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- Figure 33: Any agreement with less popular attitudes towards experience days out, by gender, age, socio-economic group, region, presence of children and activities done online, November 2006
- Consumer target groups – detailed demographics
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- Figure 34: Consumer target groups, by gender, age, socio-economic group, region, presence of children and activities done online, November 2006
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