Table of Contents
Executive Summary
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- The market
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- Figure 1: Domestic holidays volume forecast 2014-19
- Figure 2: Domestic holidays value forecast 2014-19
- Domestic tourism under pressure but staycation trend is far from over
- Market factors
- Confidence returns but wage growth is low
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- Figure 3: GfK/NOP Consumer Confidence Index, January 2011-August 2014
- Figure 4: UK average weekly earnings (excl bonuses)* vs CPI inflation, percentage change year-on-year, January 2013-June 2014
- Pound’s revival is a threat to four or more night UK holidays
- Honey, I shrunk the holidays
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- Figure 5: Average length of domestic holiday visits, 2007-13
- Companies, brands and innovation
- Holiday centres
- Self-catering rentals
- Hotels
- Making waves
- The consumer
- Nearly half of adults take a UK holiday
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- Figure 6: Types of holiday taken in the past 12 months, June 2014
- Affluent over-45s are multiple short breakers
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- Figure 7: Number of short breaks taken in the UK in the past 12 months, June 2014
- Domestic holidays are ‘doing holidays’
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- Figure 8: Activities done on UK holidays in the past 12 months, June 2014
- Consumer intentions remain positive towards domestic holidays
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- Figure 9: Holiday taking over the past 12 months vs intentions to take a holiday in the next 12 months, June 2014
- What we think
Issues and Insights
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- How can domestic tourism capitalise on the shortening of holiday durations?
- The facts
- The implications
- What are the key opportunities in urban, coastal and rural domestic tourism?
- The facts
- The implications
- How can domestic tourism attract more visitors out of season?
- The facts
- The implications
Trend Application
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- Secret, Secret
- Open Diary
- Never Say Die
Market Drivers
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- Key points
- UK economy returns to pre-crisis size
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- Figure 10: UK GDP growth, Q1 2008-Q1 2014
- Figure 11: GfK/NOP Consumer Confidence Index, January 2011-August 2014
- Growth at both ends of spectrum
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- Figure 12: How respondents would describe their financial situation, May 2014
- Figure 13: UK average weekly earnings (excl bonuses)* vs CPI inflation, percentage change year-on-year, January 2013-June 2014
- Overall holiday market context
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- Figure 14: Domestic and overseas holiday volumes, 2008-13
- Figure 15: Domestic vs overseas holidays expenditure, 2008-13
- Spanish revival gathers pace
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- Figure 16: Top 15 overseas destinations for UK holidaymakers, 2008-13
- Sterling rise presents growing challenge
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- Figure 17: Sterling exchange rate, 2009-14
- Spanish prices drop by a third since 2009
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- Figure 18: Holiday living costs*, comparison of leading resorts, 2014
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- Figure 19: Post Office City Costs Barometer, 2014
- Domestic visitor attractions up in 2013
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- Figure 20: Year-on-year percentage change in visits to attractions in England, 2009-13
- Figure 21: Top 10 free visitor attractions in England, by visitor numbers, 2009-13
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- Figure 22: Top 10* paid visitor attractions in England, by visitor numbers, 2009-13
- Prices stabilise but high fuel costs are ‘new normal’
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- Figure 23: Petrol/diesel costs, January 2009-August 2014
- Volatile weather patterns continue
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- Figure 24: Mean UK annual temperatures and rainfall, 1960-2013
- Figure 25: UK weather trends, 2008-13
- Growth at both ends of spectrum
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- Figure 26: Trends in the age structure of the UK population, by gender, 2009-19
- BME growth and tourism
Who's Innovating?
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- Key points
- Sounds of Britain
- The power of nostalgia
- Accessibility
- Technology - immersion
- Technology - escape
- Rural adventures
- Dark sky thinking
Market Size and Forecast
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- Key points
- Market sees slight decline in 2012/13
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- Figure 27: Domestic tourism volume, expenditure, nights and average spend in Great Britain, 2008-18
- New breed of bargain hunters
- 2014 and beyond
- Forecast
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- Figure 28: Domestic holidays volume forecast 2014-19
- Figure 29: Domestic holidays value forecast 2014-19
- Forecast methodology
Segment Performance
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- Key points
- Holidays get shorter and shorter
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- Figure 30: Average length of domestic holiday visits, 2007-13
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- Figure 31: Short vs long holidays in Great Britain, by volume, 2008-13
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- Figure 32: Short vs long holidays in Great Britain, by value, 2008-13
- One in five UK trips are to South West
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- Figure 33: Domestic holiday volumes in Great Britain, by region visited, 2008-13
- Urban tourism trend
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- Figure 34: Holiday volumes in Great Britain, by type of destination*, 2008-13
- Other cities taking market share from London
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- Figure 35: Top 20 English towns, by volume of holiday visits, 2010-13
- Camping & caravanning disappointment
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- Figure 36: Number of domestic holiday trips in Great Britain, by type of accommodation, 2010-13
- Peaks and troughs
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- Figure 37: Holiday volumes in Great Britain, by month, 2009-13
- Figure 38: Holiday volumes in Great Britain, percentage share by quarter, 2013
- Age profile of domestic tourism
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- Figure 39: Age composition of domestic and overseas holidays taken by people aged 16+, 2013
- Figure 40: Age composition of domestic holidays taken by people aged 16+, 2008-13
- Socio-economic profile of domestic tourism
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- Figure 41: Socio-economic composition of domestic holidays, 2008-13
Companies and Products
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- Bourne Leisure Ltd
- Company overview
- Financial information
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- Figure 42: Bourne Leisure Holdings Ltd, 2011 and 2012
- Recent activity
- Butlins Skyline Ltd
- Company overview
- Financial information
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- Figure 43: Key financials, Butlins Skyline, 2011 and 2012
- Recent activity
- Marketing and promotional activities
- Haven Holidays
- Company overview
- Financial information
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- Figure 44: Key financials, Butlins Skyline, 2011 and 2012
- Recent activity
- Marketing and promotional activity
- Warner Leisure Hotels
- Company overview
- Recent activity
- Center Parcs
- Company overview
- Financial information
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- Figure 45: Key financial, Center Parcs, 2012 and 2013
- Recent activity
- Marketing and promotional activities
- Hoseasons/Wyndham Vacation Rentals
- Company overview
- Financial information
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- Figure 46: Key financials, The Hoseasons Group Limited, 2011 and 2012
- Recent activity
- Marketing and promotional activity
- Premier Inn
- Company overview
- Financial information
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- Figure 47: Key financials, Whitbread Plc, 2013 and 2014
- Recent activity
- Marketing and promotional activity
- Shearings Holidays
- Company overview
- Financial information
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- Figure 48: Key financials, Shearing Holidays Ltd, 2012 and 2013
- Recent activity
- Marketing and promotional activity
- VisitEngland
- Overview
- Marketing and promotional activity
- Strategic framework/outlook
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- Figure 49: VisitEngland Action Plan review, 2013
- VisitScotland
- Overview
- Marketing and promotional activity
- Strategic framework/outlook
- Visit Wales
- Overview
- Marketing and promotional campaigns
- Strategic framework/outlook
- NI Tourist Board
- Overview
- Marketing and promotional campaigns
- Strategic framework/outlook
- London & Partners
- Overview
- Recent activity
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- Figure 50: London: Domestic visits, nights and spend, 2009-13
- Marketing and promotional campaigns
Channels to Market
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- Key points
- Nearly half of domestic holidays now booked online
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- Figure 51: How domestic holidays were booked, by volume of trips, 2011-13
- Figure 52: Percentage of domestic holidays booked online, 2007-13
Holiday Taking
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- Key points
- UK is tops for short breaks but trails overseas for four or more night hols
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- Figure 53: Types of holiday taken in the past 12 months, June 2014
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- Figure 54: Domestic and overseas holidays taken in the past 12 months, by socio-economic group, June 2014
- Domestic holidays are clear choice for young families
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- Figure 55: Domestic and overseas holidays taken in the past 12 months, by age group, June 2014
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- Figure 56: Domestic and overseas holidays taken in the past 12 months, by life stage, June 2014
- Figure 57: Domestic and overseas holidays taken in the past 12 months, by age of children, June 2014
- The multi-generation family
Number of Domestic Holidays Taken
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- Key points
- Who are the multiple short breakers?
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- Figure 58: Number of short breaks taken in the UK in the past 12 months, June 2014
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- Figure 59: Number of longer holidays taken in the UK in the past 12 months, June 2014
- Domestic/overseas holiday crossover
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- Figure 60: Number of domestic holidays taken by those who holidayed abroad in past 12 months, June 2014
UK Regions Visited On Holiday
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- Key points
- Three in 10 domestic tourists visit South West
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- Figure 61: Holiday regions visited in the past 12 months, June 2014
- Regional catchment areas
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- Figure 62: Holiday regions visited in the past 12 months, by region of residence*, June 2014
- Short break and longer holiday regions
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- Figure 63: Holiday regions visited in the past 12 months, by those who have taken short breaks and longer holidays, June 2014
Domestic Holiday Activities
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- Key points
- The active dimension
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- Figure 64: Activities done on UK holidays in the past 12 months, June 2014
- Activities by demographics
- Gender
- Socio-economic group
- Age
- Lifestage and presence of children
- Short break and longer holiday activities
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- Figure 65: Activities done on UK holidays in the past 12 months, by those who have been on short breaks and longer holidays, June 2014
- Regional strengths & weaknesses
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- Figure 66: Activities done on UK holidays in the past 12 months, by regions visited, June 2014
- Figure 67: Activities done on UK holidays in the past 12 months, by regions visited, June 2014 (continued)
Perceptions of the UK as a Holiday Destination
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- Key points
- Advantages
- Disadvantages
Domestic Holiday Plans Over the Next 12 Months
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- Key points
- Staycation appears here to stay
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- Figure 68: Intentions to take a holiday in the next 12 months, June 2014
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- Figure 69: Holiday taking over the past 12 months vs intentions to take a holiday in the next 12 months, June 2014
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- Figure 70: Holiday taking over the past 12 months vs intentions to take a holiday in the next 12 months, by selected demographics, June 2014
- Financial expectations and holiday intentions
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- Figure 71: Financial expectations over the next 12 months, June 2014
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- Figure 72: Intentions to take a UK holiday in the next 12 months, by financial expectations over the next 12 months, June 2014
Appendix – Market Size and Forecast
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- Figure 73: Forecasts for domestic tourism, volume, 2014-19
- Figure 74: Forecasts for domestic tourism, value, 2014-19
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Appendix – Holiday Taking
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- Figure 75: Types of holiday taken in the past 12 months, by demographics, June 2014
- Figure 76: Types of holiday taken in the past 12 months (cont) – UK, by demographics, June 2014
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- Figure 77: Types of holiday taken in the past 12 months (cont) – Overseas, by demographics, June 2014
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Appendix – Number of Domestic Holidays Taken
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- Figure 78: Number of short breaks taken in the UK in the past 12 months, by demographics, June 2014
- Figure 79: Number of longer holidays taken in the UK in the past 12 months, by demographics, June 2014
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Appendix – UK Regions Visited On Holiday
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- Figure 80: Holiday regions visited in the past 12 months, by types of holiday taken in the past 12 months, June 2014
- Figure 81: Holiday regions visited in the past 12 months, by types of holiday taken in the past 12 months – UK, June 2014
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- Figure 82: Holiday regions visited in the past 12 months, by types of holiday taken in the past 12 months – Overseas, June 2014
- Figure 83: Holiday regions visited in the past 12 months, by number of short breaks taken in the UK in the past 12 months, June 2014
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- Figure 84: Holiday regions visited in the past 12 months, by number of longer holidays taken in the UK in the past 12 months, June 2014
- Figure 85: Most popular holiday regions visited in the past 12 months, by demographics, June 2014
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- Figure 86: Next most popular holiday regions visited in the past 12 months, by demographics, June 2014
- Figure 87: Other holiday regions visited in the past 12 months, by demographics, June 2014
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Appendix – Domestic Holiday Activities
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- Figure 88: Activities done on UK holidays in the past 12 months, by types of holiday taken in the past 12 months, June 2014
- Figure 89: Activities done on UK holidays in the past 12 months, by types of holiday taken in the past 12 months (cont) – UK, June 2014
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- Figure 90: Activities done on UK holidays in the past 12 months, by types of holiday taken in the past 12 months (cont) – Overseas, June 2014
- Figure 91: Activities done on UK holidays in the past 12 months, by number of short breaks taken in the UK in the past 12 months, June 2014
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- Figure 92: Activities done on UK holidays in the past 12 months, by number of longer holidays taken in the UK in the past 12 months, June 2014
- Figure 93: Activities done on UK holidays in the past 12 months, by most popular holiday regions visited in the past 12 months, June 2014
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- Figure 94: Activities done on UK holidays in the past 12 months, by next most popular holiday regions visited in the past 12 months, June 2014
- Figure 95: Most popular activities done on UK holidays in the past 12 months, by demographics, June 2014
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- Figure 96: Next most popular activities done on UK holidays in the past 12 months, by demographics, June 2014
- Figure 97: Further activities done on UK holidays in the past 12 months, by demographics, June 2014
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- Figure 98: Other activities done on UK holidays in the past 12 months, by demographics, June 2014
- Figure 99: Least popular activities done on UK holidays in the past 12 months, by demographics, June 2014
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Appendix – Domestic Holiday Plans Over the Next 12 Months
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- Figure 100: Intentions to take a UK holiday in the next 12 months, by demographics, June 2014
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Appendix – Expected Financial Situation
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- Figure 101: Financial expectations over the next 12 months, by demographics, June 2014
- Figure 102: Financial expectations over the next 12 months (cont), by demographics, June 2014
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