Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- 3.2 million potential customers for dedicated special interest holidays
- Market contraction is possible but potential growth in “add-on” special interest holidays
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- Figure 1: Preferences for dedicated special interest holidays, December 2017
- The consumer
- Nearly a third of the population have taken a special interest holiday in the past
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- Figure 2: Special interest holiday participation, December 2017
- High degree of satisfaction amongst special interest holidaymakers
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- Figure 3: Taking a special interest holiday in the future, December 2017
- Specialist travel agents versus independent bookers
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- Figure 4: Booking special interest holidays, December 2017
- UK is a popular destination for special interest holidaymakers
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- Figure 5: Destinations for special interest holidays, December 2017
- Exploring couples’ interests
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- Figure 6: Preferred travel partner for special interest holidays, December 2017
- Could special interest holidays be a way to inspire a carrier change?
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- Figure 7: Attitudes towards special interest holidays, December 2017
- What we think
Issues and Insights
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- Special interest breaks can help parents bond with their children
- The facts
- The implications
- Helping special interest holidaymakers connect
- The facts
- The implications
- Independent bookers are using Airbnb Experiences
- The facts
- The implications
The Market – What You Need to Know
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- 29% of Brits have taken a special interest holiday
- A tenth interested in a dedicated special interest holiday
- Potential contraction of special interest market in 2018 …
- … as growth in the broader overseas holiday market slows
- Potential for growth in domestic special interest holidays market
Market Size
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- 3.2 million potential customers for dedicated special interest holidays …
- Market contraction possible but further scope for “add-on” special interest holidays
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- Figure 8: Preferences for dedicated special interest holidays, December 2017
- Potential slowdown in overseas segment opens doors at home
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- Figure 9: Behaviours related to booking special interest holidays, December 2017
Market Background
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- The domestic market; a return to staycations?
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- Figure 10: Domestic holiday market volume and value* forecast, 2012-22
- Figure 11: Forecast of domestic holiday market volume, 2012-22
- Overseas volume finally surpasses a milestone, but slowdown expected
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- Figure 12: Overseas holiday market volume and value*, 2012-22
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- Figure 13: Forecast of overseas holiday market volume, 2012-22
- Most popular hobbies and interest not necessarily the most common for special interest holidays
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- Figure 14: Hobbies and interest amongst UK consumers, December 2017
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- Figure 15: Special interest participation, by hobbies and interests, December 2017
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- Figure 16: Attitudes towards special interest holidays, December 2017
Companies and Brands – What You Need to Know
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- TUI recognises Destination Services as a potential growth area
- TUI partners with Utrip to leverage data and AI for destination activities
- Zero gravity nightclub takes to the skies in Frankfurt
- Cox & Kings unveils film-based Finding Your Feet in Rome trip
- Croatian company takes wine enthusiasts underwater
- Three groups of leading brands in the market
- Other key players in the market
Launch Activity and Innovation
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- TUI recognises Destination Services as a potential growth area
- TUI partners with Utrip to leverage data and AI for destination activities
- Zero gravity nightclub takes to the skies in Frankfurt
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- Figure 17: BigCityBreaks Zero Gravity nightclub
- Cox & Kings unveils film-based Finding Your Feet in Rome trip
- Croatian company takes wine enthusiasts underwater
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- Figure 18: Edivo Vina underwater winery in the Croatian town of Drače
- Special interest growth in the luxury market
Company Profiles
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- Three groups of leading brands in the market
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- Figure 19: Special interest holiday brands that are members of AITO, February 2017
- Other key players in the market
- Other players in the market
The Consumer – What You Need to Know
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- Nearly a third of population have taken a special interest holiday
- High degree of satisfaction amongst special interest holidaymakers
- Specialist travel agents versus independent bookers
- Destinations close to home are popular
- Most wish to travel with their partner
- Local experts are key
Special Interest Holiday Participation
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- Nearly a third of population have taken a special interest holiday
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- Figure 20: Special interest holiday participation, December 2017
- Younger generations most likely to take special interest holidays
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- Figure 21: Special interest holiday participation, by age, December 2017
- Opportunities for the luxury sector
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- Figure 22: Special interest holiday participation, by socioeconomic group, December 2017
- Gender divide for special interest holidays
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- Figure 23: Special interest holiday participation, by gender and age, December 2017
- Males bigger fans of active hobbies
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- Figure 24: Hobbies and interests of consumer, by gender, December 2017
Future Plans for Special Interest Holidays
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- Satisfaction high amongst special interest holidaymakers
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- Figure 25: Taking a special interest holiday in the future, December 2017
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- Figure 26: Interest in going on a special interest holiday, by special interest holiday participation, December 2017
- Younger generations are key targets …
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- Figure 27: Those that have not been on a special interest holiday but are interested in going on one, versus those that have been on one, by age, December 2017
- … but brands should not forget about cash-rich, time-rich seniors
- Courting middle-aged consumers and families
Booking Special Interest Holidays
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- Specialist travel agents versus independent bookers
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- Figure 28: Booking special interest holidays, December 2017
- The young and affluent book with specialist agents
- Over a third have used Airbnb experiences to book
Destinations for Special Interest Holidays
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- UK is a popular destination for special interest holidaymakers
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- Figure 29: Destinations for special interest holidays, December 2017
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- Figure 30: Preference for special interest holidays – Home versus abroad, December 2017
- France is a key market for special interest holidaymakers
- Age bias for staying in the UK offers opportunities
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- Figure 31: Proportion who selected the UK as a destination for a special interest holidays, December 2017
- Younger consumers have a strong preference for overseas
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- Figure 32: Destinations for special interest holidays, overseas versus UK, December 2017
TURF Analysis – Destinations for Special Interest Holidays
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- Methodology
- How many destinations should brands offer?
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- Figure 33: TURF analysis – Destinations of special interest holidays, December 2017
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- Figure 34: Table – TURF analysis – Destinations of special interest holidays, December 2017
Preferences for Special Interest Holiday Companions
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- Holiday with partner most popular
- Exploring couples’ interests
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- Figure 35: Preferred travel partner for special interest holidays, December 2017
- Helping parents bond with their children
- Single parents should not be forgotten
- Men prefer to travel solo
- Almost a third of solo travellers enjoy being on their own …
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- Figure 36: Preference for special interest holiday companions, December 2017
- … almost two fifths want to meet people with shared interests
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- Figure 37: Solo versus meeting people, December 2017
Attitudes towards Special Interest Holidays
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- Smaller brands need to put consumers’ minds at ease
- Expert or local knowledge is important for special interests
- Could special interest holidays be a way to inspire a career change?
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- Figure 38: Attitudes towards special interest holidays, December 2017
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- Figure 39: Target groups based on statements towards special interest holidays – CHAID – Tree output, December 2017
CHAID Analysis – Attitudes towards Special Interest Holidays
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- Methodology
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- Figure 40: Target groups based on statements towards special interest holidays – CHAID – Tree output, December 2017
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- Figure 41: Target groups based on statements towards special interest holidays – CHAID – Table output, December 2017
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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