Table of Contents
Executive Summary
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- Family holiday growth led by better off households…
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- Figure 1: Forecast of domestic family holidays, volume 2010-20
- Figure 2: Forecast of overseas family holidays, volume 2010-20
- …but further uncertainties lie ahead
- Increasing pressure on Western Med
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- Figure 3: Overseas family holidays, estimated volume by destination, 2014
- APD cuts to boost family long-haul
- Modern family
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- Figure 4: Family holiday groups, November 2015
- Families adopting strategies to economise
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- Figure 5: Economising on family holidays, November 2015
- Holidays seen as a space to rekindle family bonds
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- Figure 6: Important factors for parents in a family holiday, November 2015
- Free range kids
- What we think
Issues and Insights
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- Long-haul and ‘shared experience’ family holidays offer opportunities to diversify from the short-haul beach market
- The facts
- The implications
- Grandparent-grandchildren, multigenerational milestone celebrations and solo parent/child bonding breaks are emerging as new forms of family holiday
- The facts
- The implications
The Market – What You Need to Know
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- Affluent households lead holiday recovery
- Cautious optimism but uncertainty lies ahead
- Long-haul to enter the family mainstream
- Spike in demand for Spain to push up prices in 2016
- Demographic trends to shape family holidays
Market Size and Forecast
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- Figure 7: Total volume and value of family holidays, 2010-20
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- Figure 8: Domestic family holidays, volume and expenditure, 2010-20
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- Figure 9: Overseas family holidays, volume and expenditure, 2010-20
- Forecast
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- Figure 10: Forecast of total family holidays, volume 2010-20
- Figure 11: Forecast of total family holidays, value* 2010-20
- Figure 12: Forecast of domestic family holidays, volume 2010-20
- Figure 13: Forecast of domestic family holidays, value* 2010-20
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- Figure 14: Forecast of overseas family holidays, volume 2010-20
- Figure 15: Forecast of overseas family holidays, value* 2010-20
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Segment Performance
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- Half of family holidays booked as packages
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- Figure 16: Overseas family holidays, estimated volume by package vs independent, 2010-15
- Decline of family fortnight
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- Figure 17: Overseas family holidays, duration by percentage, 2014
- One in three family holidays are to Spain and one in four to France
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- Figure 18: Overseas family holidays, estimated volume by destination, 2014
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- Figure 19: Overseas family holidays vs all overseas holidays, destination as percentage of total volume, 2014
- Long-haul is future growth opportunity
- Families take more 4+ night UK hols than other groups
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- Figure 20: Estimated volume of short breaks (1-3 night stays), by GB country, 2010-15
- Figure 21: Estimated volume of 4+ night holidays, by GB country, 2010-15
Market Background – Macro-economic Factors
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- Cautious optimism still prevails…
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- Figure 22: Consumers’ financial situation, January 2009-January 2016
- Figure 23: Consumers’ financial situation, family vs non-family, November 2015
- …But economic uncertainty grows
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- Figure 24: UK average weekly earnings (excluding bonuses)* vs CPI inflation, percentage change year on year, June 2013-October 2015
- Pound falls on referendum jitters
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- Figure 25: Sterling exchange rate vs selected currencies, annual averages, 2009-14, and spot rate February 2015
- Long term impact of downturn
- Regional divide
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- Figure 26: UK regional gross disposable income per head, 2013
- Helping the holiday have-nots
Market Background – Travel
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- Release of pent-up overseas demand
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- Figure 27: Estimated overseas holiday market volume and value, 2010-15
- Figure 28: Estimated domestic holiday market volume and value, 2010-15
- Strong Spanish recovery
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- Figure 29: Top 20 overseas holiday destinations, 2010-15
- Consumers to head west in 2016
- Travel companies likely to become more risk-averse
- Alternative budget options needed
- Decline in holiday costs should help offset Sterling’s fall
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- Figure 30: Worldwide holiday resort costs*, 2014-16
- Travellers likely to become savvier shoppers
- Family APD boost to stimulate long-haul
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- Figure 31: Air Passenger Duty (APD) rates, April 2014-April 2016
- Long-haul to enter the family mainstream
Market Background – Demographic Factors
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- Growth of sandwich generation
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- Figure 32: Trends in the age structure of the UK population, by gender, 2010-20
- Lone wolves
- Boomerang generation
- Expanding role of grandparents
Key Players – What You Need to Know
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- Helping families to budget
- Great outdoors
- Connectors vs detoxers
- Family flying
- Shared adventure
Launch Activity and Innovation
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- Cook launches new payment plan
- Child-friendly rentals
- Tech vs no-tech
- Outdoor play
- Family-friendly flying
- Family adventure
The Consumer – What You Need to Know
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- Family holiday diversity
- Half take solo parent-child breaks
- Families adopt strategies to save money
- Beyond the beach
- Safety first mums
- On the side of families
Family Holiday Taking – Family Groups
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- Re-defining the family holiday
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- Figure 33: Family members people have been on holiday with in the past 3 years, November 2015
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- Figure 34: Family holiday groups, November 2015
- High level of solo parent-child breaks
- Boomerang breaks
- Sandwich generation breaks
- Grandparent-grandchildren breaks
- Sibs, Panks and Punks
Family Holiday Taking – Short Breaks and Longer Holidays
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- One in four family holidaymakers go long-haul
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- Figure 35: Destination and duration of family holidays taken in the past 12 months, November 2015
- UK caters for broad range of family budgets
- Frequent families
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- Figure 36: Number of family holidays taken in the past 12 months, November 2015
Types Of Family Holiday
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- Attracting families to the city
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- Figure 37: Types of family holiday taken in the past 3 years, November 2015
- Niche markets hold potential
- VFR/holiday combinations
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- Figure 38: Special occasion & VFR family holidays taken in the past 12 months, November 2015
- Family event breaks
Family Holidays – Economising
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- Half of family holidaymakers have made cutbacks
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- Figure 39: Economising on family holidays, November 2015
- Nearly half book through deals/discounts
- All-inclusive families
- Flexible payment families
Family Holiday Attitudes
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- Parents weigh up cost of term-time holidays
- Restless for a change
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- Figure 40: Attitudes to family holidays, November 2015
- Mums more security-conscious than dads
What Makes A Good Family Holiday?
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- Helping families reconnect
- Learning through travel
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- Figure 41: Important factors in a family holiday, November 2015
- Half of parents are resort-focussed
- Active lifestyle champions
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- Figure 42: Important factors for parents in a family holiday, November 2015
- Families show greater loyalty to brands they trust
- Scope for new grandparent brand?
Appendix – Definitions and Abbreviations
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- Definitions
- Abbreviations
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