Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- New staycation records set as consumers anticipate post-Brexit travel problems
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- Figure 1: Domestic holidays volume forecast, 2013-23
- Figure 2: Domestic holidays value forecast, 2013-23
- Demand for domestic breaks continues to rise
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- Figure 3: UK holiday taking, July 2016-July 2018
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- Figure 4: UK holiday intentions, July 2018
- Rise in short break taking
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- Figure 5: UK holiday length, July 2016-July 2018
- City breaks are most popular domestic holiday choice
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- Figure 6: UK holiday type, August 2017 versus July 2018
- Love of landscape
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- Figure 7: Attitudes to tourism and British countryside, July 2018
- Historical attractions are a major selling-point
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- Figure 8: Attitudes to tourism and British history and culture, July 2018
- The Airbnb generation
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- Figure 9: Attitudes to British cities, July 2018
- Re-birth of the British seaside holiday
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- Figure 10: Other domestic holiday attitudes, July 2018
- Falling car use will offer new opportunities for public transport
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- Figure 11: Other domestic holiday attitudes (continued), July 2018
- What we think
Issues and Insights
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- Snacking breaks
- The facts
- The implications
- Agents can do more to help families find affordable UK holidays
- The facts
- The implications
- Lungs of the city
- The facts
- The implications
- Technology challenge
- The facts
- The implications
- Rise of the nearcation
- The facts
- The implications
- Cycling holidays enjoy growing appeal
- The facts
- The implications
The Market – What You Need to Know
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- Domestic tourism surpasses ‘staycation year’ peak
- Further rises expected
- Snacking trend
- City breaks up 32% in past decade
- Seaside surge
- Spain drain
- Brexit fears
- Opportunities and challenges
Market Size and Forecast
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- 2018 set to be another record year
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- Figure 12: Domestic tourism volume, value and average spend in Great Britain, 2013-23
- Forecast
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- Figure 13: Domestic holidays volume forecast, 2013-23
- Figure 14: Domestic holidays value forecast, 2013-23
Segment Performance
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- Little and often trend benefits domestic breaks
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- Figure 15: Short vs long holidays in Great Britain, by volume, 2013-17
- Seaside revival
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- Figure 16: Holiday volumes in Great Britain, by type of destination*, 2013-17
- North sees numbers rise 18% in 2017
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- Figure 17: Domestic holiday volumes in Great Britain, by region visited, 2013-17
- Highest proportion of holiday visits come from within same region
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- Figure 18: Domestic holiday volumes by region visited, by percentage of source market, 2017
- London dominates city break market
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- Figure 19: Most visited English cities and towns 2014-16 three year average for holiday trips by GB residents
Market Background
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- Weak Pound has not deterred overseas holidays as yet
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- Figure 20: Spot exchange rate, Pound Sterling versus euro and US Dollar, June 2016-September 2018
- Staycation is here to stay
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- Figure 21: Domestic holiday volume versus overseas holiday volume, 2008-17
- Spain experiences drop in British visitors
- Short break competition increasing
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- Figure 22: Top 10 overseas holiday destinations, by number of trips, 2013-17
- Brexit travel uncertainty
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- Figure 23: Attitudes towards the impact of Brexit and value of the Pound on overseas travel, July 2018
- Millennials show strongest concerns
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- Figure 24: Attitudes towards the impact of Brexit and value of the Pound on overseas travel, by generational group, July 2018
- UK weather trends
- 2017
- 2018
- Long-term trends
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- Figure 25: Highest ten average annual temperatures in Central England, 1659-2017
- Over-crowding
- The Airbnb factor
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- Figure 26: Intentions to use Airbnb for UK holidays, July 2018
- Reducing bottlenecks
Companies and Brands – What You Need to Know
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- Lost generation
- Scottish set-jetting
- Year of Discovery ahead in Wales
- Domestic wine tourism
- Smart tourism
Launch Activity and Innovation
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- The lost generation
- Bath seeks buzz seekers
- Scotland targets Millennials and young families
- New wave of experiential tourism
- Scotland capitalises on set-jetting trend
- Wales continuing themed marketing approach
- Welsh historical attractions receive major investment
- Wine tourism potential
- 5G pilot to test new ‘smart tourism’ applications
The Consumer – What You Need to Know
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- Domestic holiday taking up four percentage points
- Consumers expect to take more UK trips in next 12 months
- Short breaks rise further
- City break increase
- Rural revival is possible
- Airbnb generation excited by British cities
- Conflicting attitudes to technology on holiday
- Seaside nostalgia
- Negative rail perceptions
Domestic Holiday Taking
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- Four-point rise in domestic holiday taking
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- Figure 27: UK holiday taking, July 2016 - July 2018
- Net increase of +12% in holiday taking expected by consumers
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- Figure 28: UK holiday intentions, July 2018
- Short break taking continues to rise
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- Figure 29: UK holiday length, July 2016 - July 2018
- City breaks up three percentage points
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- Figure 30: UK holiday type, August 2017 versus July 2018
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- Figure 31: UK holiday type by holiday length, July 2018
- Multi-generational seaside breaks
- The ageing of the countryside
Domestic Holiday Attitudes – Countryside, History and City
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- Natural beauty seen as great asset
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- Figure 32: Attitudes to tourism and British countryside, July 2018
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- Figure 33: Attitudes to tourism and British countryside, by age group, July 2018
- Rise in visits to historical attractions
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- Figure 34: Attitudes to tourism and British history and culture, July 2018
- British cities can excite the Airbnb generation
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- Figure 35: Attitudes to tourism and British cities, July 2018
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- Figure 36: Domestic Tourism – CHAID – Tree output, July 2018
Domestic Holiday Attitudes – Technology
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- Ambivalence towards technology
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- Figure 37: Attitudes to technology, July 2018
- Younger generations show high levels of tech concern
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- Figure 38: Further attitudes to technology, July 2018
- Millennials are also embracing apps for city breaks
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- Figure 39: Further attitudes to technology (continued), July 2018
- Influence of social media
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- Figure 40: Further attitudes to technology (continued), July 2018
- Domestic tourism needs a foot in both camps
Domestic Holiday Further Attitudes
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- Back to the beach
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- Figure 41: Other domestic holiday attitudes, July 2018
- Nearcationers
- Bike boom
- Negative perceptions deterring long-distance rail travel
- Budget babes
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- Figure 42: Other domestic holiday attitudes (continued), July 2018
- Travel shops can provide domestic deals
- Making expertise mobile
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- Figure 43: Other domestic holiday attitudes (continued), July 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Definitions
- Abbreviations
- Consumer research methodology
- CHAID methodology
Appendix – Market Size and Forecast
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- Figure 44: Domestic holidays taken by UK residents, volume forecast, 2018-23
- Figure 45: Domestic holidays taken by UK residents, value forecast, 2018-23
- Forecast methodology
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