Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Holidays to Spain market volume size and forecast, 2006-16
- Figure 2: Holidays to Spain market value size and forecast, 2006-16
- Mini-revival follows slump
- Spain retains overseas share
- Long-term independent trend
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- Figure 3: Inclusive tours versus independent holidays to Spain, by volume, 2007-11
- Canaries most popular with Brits
- Flexible durations
- No kids segment more resilient
- Off-peak decline
- Market factors
- Low-cost model still intact
- Affordable luxury Spain
- Brand ambassadors
- APD advantage
- Spain has cheapest resort costs in Europe
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- Figure 4: Post Office Holiday Costs Barometer, January 2012*
- Companies, brands and innovation
- Differentiated Spain
- Five-night breaks
- Low-cost expansion
- Rollercoaster ride
- Upmarket party scene
- Green Tenerife
- The consumer
- ABC1 Spain
- All-inclusive popularity
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- Figure 6: Types of holiday taken in Spain during the last five years, December 2011
- Beach holidays and city breaks are the leading holiday types
- Convenience, price, weather
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- Figure 7: Factors influencing the decision to holiday in Spain in the last five years, December 2011 (lowest score = most important average ranking)
- Over-45 refuseniks prefer to go elsewhere
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- Figure 8: Reasons for not going on holiday to Spain in the last five years, December 2011
- Half of independent travellers prefer the ‘real Spain’
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- Figure 9: Attitudes towards holidays to Spain, December 2011
- Anglophobe Brits
- Trusting families
- What we think
Issues in the Market
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- Is it in Spain’s interest to be seen as a cheap holiday destination?
- How should Spain respond to the all-inclusive trend?
- How can Spain differentiate its beach holidays from rival destinations?
- Is Spain’s perceived reliability a strength or weakness?
- What are the prospects for the short break market in Spain?
Future Opportunities
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- Trend: Secret Secret
- Trend: Many Mes
Internal Market Environment
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- Key points
- Trips abroad flat in 2011
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- Figure 10: Overseas holidays and expenditure, 2006-11
- Britain still on staycation
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- Figure 11: Domestic holidays and expenditure, 2006-11
- Short-haul gains from Arab Spring
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- Figure 12: Outbound holiday visits, by region visited, 2006-11
- Package trips at 1990s level
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- Figure 13: Independent holidays overseas, volume and expenditure, 2006-11
- Figure 14: Inclusive tours overseas, volume and expenditure, 2006-11
- Budget dynamic still in force
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- Figure 15: Scheduled passengers carried by main low-cost airlines, 2007-11
- Spain gets aspirational
- Spain Addicts
- Regional thinking
- Property crash
- Home opportunities
- New wave of APD rises
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- Figure 16: Air Passenger Duty, April 2012
- Pound picks up
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- Figure 17: Annual average exchange rates for Sterling against other currencies, 2007-11
- Spanish resort costs stay low
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- Figure 18: Post Office Holiday Costs Barometer, 2012 and 2011
Broader Market Environment
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- Key points
- Double-dip fears
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- Figure 19: GDP quarterly percentage change, Q1 2004-Q4 2011
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- Figure 20: UK Consumer Confidence Index, February 2011-January 2012
- AB/C2 growth forecast
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- Figure 21: Forecast adult population trends, by socio-economic group, 2006-16
- Family growth
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- Figure 22: Forecast adult population trends, by lifestage, 2006-16
- Figure 23: Trends in the age structure of the UK population, 2006-16
Competitive Context
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- Key points
- Iberian competition
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- Figure 24: Top 20 overseas holiday destinations, by number of visits, 2007-11, average spend per night and package holiday percentage, 2010
Who’s Innovating?
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- Key points
- Adult-only Spain
- Five-night breaks
- Boutique Barcelona
- Posh parties
- Rollercoaster record
- Rebranding Benidorm
- Carbon-free Canary
Market Size and Forecast
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- Key points
- Spain rises again in 2011
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- Figure 25: Volume and value of holidays to Spain, 2006-16
- Forecast
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- Figure 26: Holidays to Spain market volume size and forecast, 2006-16
- Figure 27: Holidays to Spain market value size and forecast, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Island packages up
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- Figure 28: Inclusive tours versus independent holidays to Spain, by volume, 2006-11
- All-inclusive increase
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- Figure 29: Types of accommodation used for holidays/short breaks to Spain, 2010 and 2011
- Figure 30: Types of accommodation used for holidays/short breaks, 2010 and 2011
- Beach is higher for Spain
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- Figure 31: Types of holiday/short break taken to Spain, 2010 and 2011
- Figure 32: Types of holiday/short break taken, 2010 and 2011
- Slow travel – small market but interest is high
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- Figure 33: Holidays to Spain, by mode of travel (air, sea, tunnel), 2006-11
- Figure 34: Main method of transport used on holidays to Spain, 2010 and 2011
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- Figure 35: Main method of transport used on holidays, 2010 and 2011
- Four- to 13-night trips outperform market
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- Figure 36: Holidays to Spain, by duration, 2006-11
- Under-16s see heaviest decline
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- Figure 37: Holidays to Spain, by age group, 2006-11
- Winter woes
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- Figure 38: Holidays to Spain, by quarter, 2006-11
Market Share
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- Key points
- Half of Brits visit islands
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- Figure 39: UK visitors to Spain, by region, 2006-11
- Andalucia leads mainland visits
- Mixed picture
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- Figure 40: Percentage of adults who have visited Spain for a holiday, 2010 and 2011
- Figure 41: Percentage of adults who have visited Spain for a short break, 2010 and 2011
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- Figure 42: Percentage of adults who have visited Spain, 2010 and 2011
- Top hotels
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- Figure 43: Top hotel chains in Spain, by number of hotels, 2010 and 2011
Companies and Products
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- Major players
- TUI Travel/Thomson and First Choice
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- Figure 44: TUI Travel Plc UK and Ireland, key financials, 2010 and 2011
- Thomas Cook
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- Figure 45: Thomas Cook Group Plc – UK segment, key financials, 2010 and 2011
- Monarch/Cosmos Holidays
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- Figure 46: Cosmos Holidays plc, key financials, 2009 and 2010
- Holidaylettings.co.uk
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- Figure 47: Holiday Lettings Ltd, key financials, 2009 and 2010
- easyJet
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- Figure 48: easyJet Plc, key financials, 2010 and 2011
- Ryanair
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- Figure 49: Ryanair Holdings Plc, key financials, H1 2010 and H1 2011
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- Figure 50: Ryanair Holdings Plc, key financials, 2010 and 2011
- Brittany Ferries
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- Figure 51: BAI (UK) Ltd, key financials, 2009 and 2010
- Specialists
- Attraction World
- Authentic Adventures
- Exodus
- Golearnto.com
- Headwater
- Martin Randall Travel
- Solos
- Titan HiTours
Channels to Market
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- Key points
- Role remains for high street in online world
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- Figure 52: Sources used for holidays/short breaks to Spain, 2010 and 2011
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- Figure 53: Booking methods used for holidays/short breaks to Spain, 2010 and 2011
- Window of opportunity
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- Figure 54: Advanced bookings made for holidays/short breaks to Spain, 2010 and 2011
Holidays Trips to Spain
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- Key points
- Nearly half of adults have been in last five years
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- Figure 55: Holidays taken to Spain, December 2011
- ABC1 bias
- Lapsed visitors
Types of Holiday to Spain
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- Key points
- Beach brigade
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- Figure 56: Types of holiday taken in Spain, December 2011
- All-inclusive demand is high
- Beach families
- City to city
- Multi-centre independents
- Cruise potential
Reasons for Choosing Spain
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- Key points
- Easy does it
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- Figure 57: Factors influencing the decision to holiday in Spain in the last five years, December 2011
- Men score higher for easy access; Women score higher for price
Reasons for Not Holidaying in Spain
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- Key points
- Affordability is main deterrent
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- Figure 58: Reasons for not going on holiday to Spain, December 2011
- Spain yet to convince as upmarket destination?
Attitudes Towards Holidays to Spain
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- Key points
- Cheap perception
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- Figure 59: Attitudes towards holidays to Spain, December 2011
- Real enthusiasts
- Too many Brits
- Keen to explore
- Trustworthy Spain
- Not posh enough
- Slow Spain
Targeting Opportunities
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- Key points
- Target groups
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- Figure 60: Holidays to Spain target groups, December 2011
- Spanish Explorers
- Demographic profile
- Marketing message
- Beach Babes
- Demographic profile
- Marketing message
- High Status
- Demographic profile
- Marketing message
- Indifferent
- Demographic profile
- Marketing message
Appendix – Market Size and Forecast
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- Figure 61: Forecasts for total holidays to Spain, volume, best- and worst-case scenarios, 2011-16
- Figure 62: Forecasts for total holidays to Spain, value, best- and worst-case scenarios, 2011-16
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Appendix – Holidays Trips to Spain
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- Figure 63: Most popular holidays taken to Spain, by demographics, December 2011
- Figure 64: Next most popular holidays taken to Spain, by demographics, December 2011
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Appendix – Types of Holiday to Spain
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- Figure 65: Types of holiday taken in Spain, by most popular holidays taken to Spain, December 2011
- Figure 66: Types of holiday taken in Spain, by next most popular holidays taken to Spain, December 2011
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- Figure 67: Beach holidays taken in Spain, by demographics, December 2011
- Figure 68: City breaks taken in Spain, by demographics, December 2011
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- Figure 69: All-inclusive holidays taken in Spain, by demographics, December 2011
- Figure 70: Cultural/historical sightseeing holidays taken in Spain, by demographics, December 2011
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- Figure 71: Rural/countryside-based holidays taken in Spain, by demographics, December 2011
- Figure 72: Camping/caravan park holidays taken in Spain, by demographics, December 2011
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- Figure 73: Multi-centre holidays taken in Spain, by demographics, December 2011
- Figure 74: Fly-drive holidays taken in Spain, by demographics, December 2011
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- Figure 75: Activity holidays taken in Spain, by demographics, December 2011
- Figure 76: Coach tours taken in Spain, by demographics, December 2011
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- Figure 77: Breaks for a wedding/stag or hen do holidays taken in Spain, by demographics, December 2011
- Figure 78: Cruise holidays taken in Spain, by demographics, December 2011
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- Figure 79: Special-interest holidays taken in Spain, by demographics, December 2011
- Figure 80: Spa/health and wellness breaks taken in Spain, by demographics, December 2011
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- Figure 81: Rail tours around Spain, by demographics, December 2011
- Figure 82: Gastronomic tours taken in Spain, by demographics, December 2011
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- Figure 83: Other holidays and breaks taken in Spain, by demographics, December 2011
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Appendix – Reasons For Choosing Spain
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- Figure 84: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
- Figure 85: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
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- Figure 86: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
- Figure 87: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
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- Figure 88: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
- Figure 89: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
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- Figure 90: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
- Figure 91: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
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- Figure 92: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
- Figure 93: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
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Appendix – Reasons for Not Holidaying in Spain
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- Figure 94: Most popular reasons for not going on holiday to Spain, by demographics, December 2011
- Figure 95: Next most popular reasons for not going on holiday to Spain, by demographics, December 2011
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- Figure 96: Other reasons for not going on holiday to Spain, by demographics, December 2011
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Appendix – Attitudes Towards Holidays to Spain
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- Figure 97: Attitudes towards holidays to Spain, by most popular holidays taken to Spain, December 2011
- Figure 98: Attitudes towards holidays to Spain, by next most popular holidays taken to Spain, December 2011
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- Figure 99: Attitudes towards holidays to Spain, by beach holidays taken in Spain, December 2011
- Figure 100: Attitudes towards holidays to Spain, by city breaks taken in Spain, December 2011
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- Figure 101: Attitudes towards holidays to Spain, by all-inclusive holidays taken in Spain, December 2011
- Figure 102: Attitudes towards holidays to Spain, by cultural/historical sightseeing holidays taken in Spain, December 2011
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- Figure 103: Attitudes towards holidays to Spain, by rural/countryside-based holidays taken in Spain, December 2011
- Figure 104: Attitudes towards holidays to Spain, by camping/caravan park holidays taken in Spain, December 2011
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- Figure 105: Attitudes towards holidays to Spain, by multi-centre holidays taken in Spain, December 2011
- Figure 106: Attitudes towards holidays to Spain, by fly-drive holidays taken in Spain, December 2011
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- Figure 107: Attitudes towards holidays to Spain, by activity holidays taken in Spain, December 2011
- Figure 108: Attitudes towards holidays to Spain, by most popular reasons for not going on holiday to Spain, December 2011
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- Figure 109: Attitudes towards holidays to Spain, by next most popular reasons for not going on holiday to Spain, December 2011
- Figure 110: Attitudes towards holidays to Spain, by other reasons for not going on holiday to Spain, December 2011
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- Figure 111: Most popular attitudes towards holidays to Spain, by demographics, December 2011
- Figure 112: Next most popular attitudes towards holidays to Spain, by demographics, December 2011
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- Figure 113: Other attitudes towards holidays to Spain, by demographics, December 2011
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Appendix – Targeting Opportunities
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- Figure 114: Attitudes towards holidays to Spain, by target groups, December 2011
- Figure 115: Holidays taken to Spain, by target groups, December 2011
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- Figure 116: Types of holiday taken in Spain, by target groups, December 2011
- Figure 117: Factors influencing the decision to holiday in Spain in the last five years, by target groups, December 2011
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- Figure 118: Factors influencing the decision to holiday in Spain in the last five years, by target groups, December 2011
- Figure 119: Factors influencing the decision to holiday in Spain in the last five years, by target groups, December 2011
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- Figure 120: Factors influencing the decision to holiday in Spain in the last five years, by target groups, December 2011
- Figure 121: Factors influencing the decision to holiday in Spain in the last five years, by target groups, December 2011
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- Figure 122: Reasons for not going on holiday to Spain, by target groups, December 2011
- Figure 123: Target groups, by demographics, December 2011
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