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Holidays to Spain - UK - February 2017

OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
Holidays to Spain reach record high
Figure 1: Forecast volume of holidays to Spain, 2011-21
Spain’s reputation as a ‘value brand’ can be a mixed blessing
Figure 2: Holiday resort costs* in selected destinations, 2017
Budget air travel a key catalyst
Rising consumer loyalty offers opportunities
Figure 3: Holidays taken in Spain in the past five years, October 2016
Beyond Barcelona
Figure 4: Holiday types taken in Spain in the past five years, October 2016
City break sector can also help to spread seasonal load
Figure 5: Month of booking and travel for last holiday in Spain, October 2016
Interest in exploring the ‘Real Spain’ is strong
Figure 6: Important elements of a holiday in Spain, October 2016
What we think
ISSUES AND INSIGHTS
Baby Boomers are key to raising traveller spend
The facts
The implications
Millennials are the most experimental visitors
The facts
The implications
‘Real Spain’ expertise could be a selling-point for high street travel shops
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Record high
But growth expected to slow in 2017
All-inclusive push
One million short breakers
Twin-pronged approach
Italy’s rise indicates potential for upmarket holidays to Spain
Value for money Spain
But value perception can be double-edged
Motoring costs have dropped
MARKET SIZE AND FORECAST
Spain benefits from ‘borrowed tourists’
Figure 7: Volume and value of holidays to Spain, 2011-21
Figure 8: Forecast volume of holidays to Spain, 2011-21
Figure 9: Forecast value* of holidays to Spain, 2011-21
The impact of the EU referendum vote
Figure 10: Alternative market scenarios for the post-Brexit holidays to Spain market, by total value^, 2016-21
Figure 11: Detailed post-Brexit scenarios for the post-Brexit holidays to Spain market, by total value^, 2016-21
SEGMENT PERFORMANCE
Package revival but all-inclusive trend brings challenges
Figure 12: Package holidays versus independent holidays to Spain, by volume, 2011-16
Short breaks up by 48% in past five years
Figure 13: Holidays to Spain, volume by duration, 2011-16
Slow boat to Spain
Figure 14: Holidays to Spain, volume by mode of travel (air, sea, tunnel), 2011-16
Value of the mature market
Figure 15: Volume and value of visits to Spain by UK residents, by age, 2015
Canaries and Balearics dominate
Figure 16: UK holiday visitors to Spain, volume by leading regions, December 2015-November 2016
MARKET BACKGROUND
Consumers remain upbeat but economy enters uncharted waters
Overseas travel outlook
Figure 17: Domestic and overseas holiday volume and expenditure, 2011-16
Figure 18: Top 20 overseas holiday destinations, by number of trips, 2011-16
Travellers likely to become more currency-conscious
Figure 19: Annual average exchange rates, GBP versus euro and US Dollar, 2011-January 2017
Spain is third cheapest for holiday costs
Figure 20: Worldwide holiday resort costs*, 2014-17
Oil prices gradually rising
Figure 21: Brent crude spot oil price (US$ per barrel), January 2014-January 2017
But Spain offers good value for motorists
Figure 22: Holiday motoring costs by leading European destinations, 2016
Figure 23: Holiday motoring costs by leading European destinations, as at 9 January 2017
Figure 24: Holiday car hire usage abroad in the past three years, by destination visited, March 2016
New airline routes to Spain
Figure 25: New airline routes between the UK and Spain launched in 2016
Figure 26: Selected new airline routes between the UK and Spain to be launched in 2017
Threat of ‘overtourism’
LAUNCH ACTIVITY – WHAT YOU NEED TO KNOW
New routes help to open up Green Spain
TUI expanding its resort brand concepts
Casa Cook aims to re-invent classic beach resort for Millennials
Major new theme park development
Off the beaten track
Sports participation breaks
LAUNCH ACTIVITY AND INNOVATION
Big two tour ops develop their bespoke brands
Ferrari Land offers opportunities in family short break segment
Special interest Spain
Pokémon city tours
THE CONSUMER – WHAT YOU NEED TO KNOW
London calling
Lapsed Boomers
Virtual cities
Boomer luxury opportunity
Key booking windows
Potential for diversification
Safety and value for money are key messages – But dull?
EXPERIENCE OF HOLIDAYING IN SPAIN
Rise in frequency of visits
Figure 27: Holidays taken in Spain in the past five years, October 2016
Current/recent visitors
Figure 28: Socio-economic profile of adults who have holidayed in Spain in the past five years, October 2016
Figure 29: Financial situation profile of adults who have holidayed in Spain in the past five years, October 2016
Figure 30: Generational profile of adults who have holidayed in Spain in the past five years, October 2016
Figure 31: Regional profile of adults who have holidayed in Spain in the past five years, October 2016
Lapsed visitors
New potentials
TYPES OF HOLIDAY TAKEN IN SPAIN
Spain’s challenge
City breaks offer best opportunity for diversification
Niche holidays to Spain
Figure 32: Holiday types taken in Spain in the past five years, October 2016
Londoners are adventurous city breakers
Figure 33: Repertoire of holiday types taken in Spain in the past five years, October 2016
Millennials are more experimental travellers
TYPES OF HOLIDAY ACCOMMODATION USED IN SPAIN
Magaluf leads upmarket shift
But luxury sector has room to expand
Figure 34: Accommodation used for holidays in Spain in the past five years, October 2016
High value property rental market
BOOKING HOLIDAYS IN SPAIN
Half of all holidays taken in one quarter of the year
Figure 35: Month of booking and travel for last holiday in Spain, October 2016
OTAs are most popular booking channel
Figure 36: Method of booking last holiday in Spain, October 2016
Figure 37: Method of booking last holiday in Spain, by age group, October 2016
ATTRACTIONS OF VISITING SPAIN
Gastronomy, culture and authenticity can drive diversification
Figure 38: Important elements of a holiday in Spain, October 2016
Figure 39: Important elements of a holiday in Spain, by experience of holidaying in Spain, October 2016
Londoners show thirst for novelty
ATTITUDES TOWARDS HOLIDAYING IN SPAIN
Majority in support of eco-tax
Figure 40: Opinions on new Balearic Islands 'tourist tax', October 2016
Consumers keen to explore beyond the beach
Safety first
Young adults and C2DE families most likely to be deterred by weak Pound
Figure 41: Attitudes towards holidays in Spain, October 2016
‘Too many Brits’ for affluent cosmopolitans
More of an edge needed for Millennials
APPENDIX
Definitions
Abbreviations

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