Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast volume of car hire trips abroad by UK residents, 2006-16
- Market factors
- Staycations stay in the driving seat
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- Figure 2: Domestic vs overseas holidays volume, 2006-11
- Package holidays pick up share
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- Figure 3: Package holidays’ percentage share of all overseas holidays, 2006-11
- Figure 4: Annual growth in holidays to Europe, package and independent holidays, 2010 and 2011
- Car ownership drops
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- Figure 5: Percentage change in car ownership, 2009-11
- Fuel costs rise in Europe
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- Figure 6: Increase in petrol and diesel prices in pence, by European country, 2010-11
- UK population ages
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- Figure 7: Trends in the age structure of the UK population, 2011-16
- Companies, brands and innovation
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- Figure 8: Holiday car hire usage in last three years, by brand, February 2012
- The consumer
- The car hirers
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- Figure 9: Holiday car hire usage, February 2012
- Why non-hirers don’t hire
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- Figure 10: Most popular reasons for not hiring a car abroad, February 2012
- Figure 11: Top three reasons for not hiring a car abroad, by growth in percentage agreement, 2010-12
- What people think of holiday car hire
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- Figure 12: Attitudes towards holiday car hire, February 2012
- What we think
Issues in the Market
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- What does the shift towards short-haul holiday destinations mean for operators?
- Can car hire companies benefit from the rising market share of package holidays?
- How can operators reassure those car hirers who are concerned their requirements will not be met?
- How can operators harness current and developing in-car technology to boost overseas car hiring?
- How should car hire companies respond to changing UK population dynamics?
Future Opportunities
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- Secret Secret
- The Real Thing
Internal Market Environment
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- Key points
- Staycation trend stays in place
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- Figure 13: Domestic vs overseas holidays volume, 2006-11
- Packages increase overseas share
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- Figure 14: Package holidays versus independent holidays, by volume, 2006-11
- 2011 – A turn to Europe
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- Figure 15: Outbound holiday visits, by region visited, 2006-11
- Figure 16: Outbound holiday visits, EU Europe (15) vs elsewhere, 2006-11 and 2010-11
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- Figure 17: Top 20 overseas holiday destinations, by number of visits, 2006-11
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- Figure 18: Post Office Holiday Costs Barometer, 2012
- Drivers face costs increase
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- Figure 19: Full driving licence holders, by age and gender, 2006-10
- Figure 20: Consumer expenditure on car servicing and repair and motoring expenses, at current prices, 2006-11
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- Figure 21: Car ownership, 2009-11
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- Figure 22: Petrol and diesel price per litre, October 2009-March 2012
- Figure 23: Petrol and diesel prices and increase from 2010, by European country, 2011
Broader Market Environment
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- Key points
- ABs, C2s on the rise
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- Figure 24: Forecast adult population trends, by socio-economic group, 2006-16
- Ageing population
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- Figure 25: Trends in the age structure of the UK population, by gender, 2006-16
- Figure 26: Forecast adult population trends, by lifestage, 2006-16
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- Figure 27: Trends in the age structure of the UK population, 2011-16
- Return to recession
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- Figure 28: GDP quarterly percentage change, Q1 2006-Q1 2012
- Figure 29: UK Consumer Confidence Index, January 2008-April 2012
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- Figure 30: UK Consumer Confidence Index, January 2011-March 2012
- euro improvement
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- Figure 31: Annual average rates for Sterling, 2007-12
- SatNav surge
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- Figure 32: Accessories in the main car, 2009-11
Competitive Context
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- Key points
- Overseas holiday travel mode
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- Figure 33: Total overseas holidays, by mode of transport, 2006-11
- Personal car over hire
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- Figure 34: Main methods of travel used by holidaymakers, 2011
Who’s Innovating?
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- Key points
- Peer-to-peer model growing
- London looks to Paris for inspiration
- Enterprise and Hertz go greener
- Comparison sites go local and include insurance
- Deliver and collect service reaches leisure market
- 24-hour express service
- Give the gift of car hire credit
Market Size and Forecast
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- Key points
- Car hire decline continues
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- Figure 35: Volume of car hire trips abroad by UK residents, 2006-16
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- Figure 36: Annual growth in holidays to Europe, package and independent holidays, 2010 and 2011
- Frequency falls
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- Figure 37: Frequency of hiring a car abroad in the last 12 months, 2009-11
- Forecast
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- Figure 38: Forecast volume of car hire trips abroad by UK residents, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Beach and city breaks are top choices
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- Figure 39: Type of holidays/short breaks taken in the last 12 months, 2009-11
- Accommodation choice
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- Figure 40: Type of accommodation for holidays/short breaks, 2009-11
- Who’s in the back?
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- Figure 41: Who people went on holiday with, 2009-11
Market Share
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- Key points
- UK holidaymakers opt for Europcar, Avis or Hertz leads across Europe
- Spain, France and the US
- Spain
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- Figure 42: Top five car hire brands in Spain, by number of branches, 2011
- France
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- Figure 43: Top five car hire brands in France, by number of branches, 2011
- US
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- Figure 44: Car hire brands with over 200 branches in US, by number of branches, 2011
Companies and Products
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- Alamo Rent A Car
- Avis
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- Figure 45: Key financial data for Avis Europe plc, 2006-10
- Budget Rent-A-Car
- Dollar Thrifty
- easyCar
- Enterprise Rent-A-Car
- Europcar
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- Figure 46: Key financial data for Europcar Group UK limited, 2009 and 2010
- Figure 47: Key financial data for Europcar UK limited, 2009 and 2010
- Hertz
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- Figure 48: Key financial data for Hertz Global Holdings, Inc. 2006-10
- National Car Rental
- Sixt
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- Figure 49: Key financial data for the Sixt Group, 2006-10
Holiday Car Hiring
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- Key points
- Car hiring falls
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- Figure 50: Holiday car hire usage, 2010 and 2012
- Who are the hirers?
- Lapsed users are older
- Never hired
Expenditure and Length of Hire
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- Key points
- One-week duration drives car hiring
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- Figure 51: Holiday car hire duration, February 2012
- Who hires longer?
- Expenditure rises
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- Figure 52: Holiday car hire cost, February 2012
- Cost by duration
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- Figure 53: Cost of holiday car hire, by duration, February 2012
Reasons For Not Hiring
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- Key points
- Objections on the rise
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- Figure 54: Reasons for not hiring a car abroad, 2010 and 2012
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- Figure 55: Top three reasons for not hiring a car abroad, by growth in percentage agreement, 2010-12
- Gender drives opinion
What People Think of Holiday Car Hire
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- Key points
- Major brands for the majority
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- Figure 56: Attitudes towards holiday car hire, February 2012
- Looking for cheapest option becomes more likely
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- Figure 57: Attitudes towards holiday car hire, by holiday car hire usage, February 2012
- What men and women want
- Attitudes by brand
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- Figure 58: Attitudes towards holiday car hire, by hire brands used, February 2012
- The long and the short of it
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- Figure 59: Attitudes towards holiday car hire, by duration of hire, February 2012
Targeting Opportunities
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- Key points
- Target groups
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- Figure 60: Holiday car hire target groups, February 2012
- Money Motivated
- Demographic profile
- Marketing message
- Big Brand Averse
- Demographic profile
- Marketing message
- Highly Engaged
- Demographic profile
- Marketing message
- Easy Hirers
- Demographic profile
- Marketing message
Appendix – Market Size and Forecast
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- Figure 61: Forecast volume of car hire trips abroad by UK residents, best- and worst-case scenarios, 2011-16
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Appendix – Holiday Car Hiring
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- Figure 62: Most popular holiday car hire usage, by demographics, February 2012
- Figure 63: Next most popular holiday car hire usage, by demographics, February 2012
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Appendix – Expenditure and Length of Hire
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- Figure 64: Holiday car hire cost, by demographics, February 2012
- Figure 65: Holiday car hire duration, by demographics, February 2012
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Appendix – Reasons For Not Hiring
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- Figure 66: Most popular reasons for not hiring a car abroad, by demographics, February 2012
- Figure 67: Next most popular reasons for not hiring a car abroad, by demographics, February 2012
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Appendix – What People Think of Holiday Car Hire
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- Figure 68: Most popular attitudes towards holiday car hire, by demographics, February 2012
- Figure 69: Next most popular attitudes towards holiday car hire, by demographics, February 2012
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- Figure 70: Other attitudes towards holiday car hire, by demographics, February 2012
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Appendix – Targeting Opportunities
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- Figure 71: Attitudes towards holiday car hire, by target groups, February 2012
- Figure 72: Target groups, by demographics, February 2012
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