Table of Contents
Issues in the Market
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- Main issues:
- Definitions
- Abbreviations
Market In Brief
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- Activity goes mainstream
- Hyperactive holidaymakers
- Health crazy nation
- Letting off steam
- Walk on the wild side
- Activity for softies
- A million flowers bloom
Insights and Opportunities
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- Fly, flop & fitness
- Holiday targets
- Mid-life crisis solved
Fast Forward Trends
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- Trend 1: Purity
- What’s it about?
- What we’ve seen
- What next?
- Trend 2: Supernanny State
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- Market robust but slowing
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- Figure 1: Domestic and overseas holidays and expenditure, 2003-07
- DIY activity threats
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- Figure 2: Overseas Inclusive holidays versus independent holidays, by volume, 2003-07
- Pastures new
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- Figure 3: Outbound holiday visits, by region visited, 2003-07
- Varied holiday diets
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- Figure 4: Percentage of adults booking UK and overseas holidays, 2003-07
- Adventurous agents
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- Figure 5: How last holiday abroad was booked, 2003-07
- Weighty issues
- Getting physical
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- Figure 6: Participation in selected sports/activities, 2003-07
- Rambling on
- On yer bike
Broader Market Environment
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- Key points
- Confidence still low…
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- Figure 7: GfK NOP Consumer Confidence Index: February 2007-January 2008
- …but hols top priority
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- Figure 8: UK spending priorities for year ahead, January 2005-08
- …and activity sector resilient
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- Figure 9: Trends in personal disposable income and consumer expenditure, 2002-12
- Upping the age ante
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- Figure 10: Forecast adult population trends, by lifestage group, 2002-12
- Active professionals
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- Figure 11: Forecast adult population trends, by socio-economic group, 2002-12
- Value outside euro zone
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- Figure 12: Annual average exchange rates for Sterling, 2002-07
Competitive Context
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- Key points
- Outpacing the market
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- Figure 13: Activity holidays market share, 2003-07
- Holiday diversification
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- Figure 14: Type of holiday taken for last holiday abroad, 2003-07
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- Figure 15: Type of holiday taken for last UK holiday, 2003-07
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- One step beyond
- Carry on up the Khyber
- Extreme journeys
- Taking the piste
- Crazy buggers
- Journey to the Centre of the Earth
- Teenage kicks
- High octane honeymoons
- Pioneer spirit
Market Size, Forecast and Segmentation
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- Key points
- Past, present and future
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- Figure 16: Activity holidays taken, 2003-13
- Demand: self-actualisation
- Supply: expanding product
- Value
- Segmentation by activity
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- Figure 17: Estimated volume of activity holidays, by type of activity 2007
- Future: upward curve
- Grass roots activity
Companies and Products
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- Key points
- Adventure travel
- Domestic market
- Future consolidation
- TUI takes the reins
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- Figure 18: Key TUI travel activity holiday brands operating in the UK market, February 2008
- The Adventure Company
- Crystal
- Exodus
- Explore
- G.A.P. Adventures
- Gecko’s Adventures/Peregrine Adventures
- The Imaginative Traveller
- Nielson
- PGL/NST
- Saddle Skedaddle
- World Expeditions
Activity Holidays Taken
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- Key points
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- Figure 19: Activity holidays taken, January 2008
- Critical mass
- Penetration hike
- Action men
- Age droop
- The active south
- Mass market activity
- Individual activities taken
- The paths most trodden
- The Young Man and The Sea
- Mature snowsports
- Bike, not hamster wheels
- Breaking the bastions
Activity Holiday Habits
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- Key points
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- Figure 20: How activity holidays are taken, January 2008
- Standby mode
- Friends, peers & family
- Post-65 platform
- Sporty spice
- Voracious thirst
Attitudes Towards Activity Holidays
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- Key points
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- Figure 21: Attitudes towards activity holidays, 2007
- Poles apart
- Ageless activity
- Discarding the hair shirt
- Pressure points
- Getting your badges
- Active luxury
- Be prepared
- Mens sana in corpore sano
- Socialising 2.0
Activity Holiday Targeting Opportunities
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- Key points
- Habits by activity
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- Figure 22: Habits by activity holidays taken, January 2008
- Attitudes by activities
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- Figure 23: Attitudes towards activity holidays, by activity holidays taken, January 2008
- Multiple activity holidays
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- Figure 24: Number of activity holidays ever taken, January 2008
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- Figure 25: Number of activity holidays by holidays taken, January 2008
- Figure 26: Attitudes and number of activity holidays taken, January 2008
- Target groups
- Fitness escape (19% of adults 16+, equivalent to around 9 million UK adults)
- Targets for family deals (8% of adults 16+, equivalent to around 4 million UK adults)
- Potentials (16% of adults 16+, equivalent to around 8 million UK adults)
- Active indifferents (20% of adults 16+, equivalent to around 10 million UK adults)
Appendix – Activity Holidays Taken
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- Figure 27: Most popular activity holidays taken, by detailed demographics, January 2008
- Figure 28: Other activity holidays taken, by detailed demographics, January 2008
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Appendix – Activity Holiday Habits
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- Figure 29: How activity holidays are taken, by detailed demographics, January 2008
- Figure 30: How activity holidays are taken, by detailed demographics, January 2008
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Appendix – Attitudes Towards Activity Holidays
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- Figure 31: Most popular attitudes towards activity holidays, by detailed demographics, January 2008
- Figure 32: Further attitudes towards activity holidays, by detailed demographics, January 2008
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Appendix – Activity Holidays Targeting Opportunities
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- Figure 33: Number of activity holidays taken, by detailed demographics, January 2008
- Figure 34: Target groups, by detailed demographics, January 2008
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