Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Abbreviations
Premier Insight
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- Challenging conceptions over price and value for money
- Greater flexibility in terms of time and distance
Summary of Key Report Findings
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- Growing wealth supports short breaks as an ‘extra’
- Shift towards urban breaks
- Short breaks outstripping growth in domestic holidays
- Short breaks a driver’s market
- Growth of independent and Internet bookings
- London and Cornwall on top
- Consumers seek proximity and convenience
- Consumers demand freshness and better value
- Challenging the notion that overseas trips are cheaper
Market Factors
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- Economic factors
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- Figure 1: Trends in personal disposable income and consumer expenditure, 2001-11
- Socio-economic grouping
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- Figure 2: Forecast adult population trends, by socio-economic group, 2001-11
- Lifestage
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- Figure 3: Forecast adult population trends, by lifestage, 2000-11
- Figure 4: Duration of trips in the last 12 months, by lifestage, 2001-05
- Weather
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- Figure 5: Annual temperature, sunshine and rainfall in the UK, 2002-05
- Car ownership
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- Figure 6: Trends in the number of cars in the UK by the population, 2000-10
- Buoyant holiday market
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- Figure 7: Domestic and overseas holiday volume, 2000-06
- Short versus long holidays
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- Figure 8: Short versus long holidays, 2001-06
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- Figure 9: Domestic short-break and long break holidaymakers by socio-demographic groups, 2006
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- Figure 10: Domestic short-break and long break holidaymakers by age, 2006
- Internet penetration increasing
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- Figure 11: Internet penetration, by gender, socio-economic group and age, Jan 2001-Jan 2006
- Low-cost boom
Market Size and Trends
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- Figure 12: Volume and value of domestic city/short break market, 2001-06
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- Figure 13: Adults who took a UK holiday for 1-3 nights in the last 12 months, 2001-05
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Market Segmentation
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- Type of holiday taken
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- Figure 14: Type of holiday taken for last UK holiday for 1-3 nights, 2001-05
- Method of transport
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- Figure 15: Main method of transport used for last UK holiday for 1-3 nights, 2001-05
- Number of holidays taken
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- Figure 16: Number of holidays taken in the last 12 months, 2003-05
- Destination
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- Figure 17: Where visited for last UK holiday for 1-3 nights, 2001-05
- Seasonality
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- Figure 18: Month of last UK holiday taken for 1-3 nights against all domestic holidays, 2001-05
Distribution
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- Booking method
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- Figure 19: How last UK holiday for 1-3 nights was booked, 2001-05
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- Figure 20: Booking method for last UK holiday for 1-3 nights, 2003 & 2005
- Sources of information used
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- Figure 21: Sources of information used for last UK holiday for 1-3 nights, 2002-05
- When the holiday was booked
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- Figure 22: Booking time for last UK holiday for 1-3 nights, 2001-05
The Supply Structure
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- Type of accommodation used
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- Figure 23: Type of accommodation used for last UK holiday for 1-3 nights, 2001-05
- Hotels
- Holiday centres, village parks and caravan sites
- VisitBritain and the national tourist boards
The Consumer
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- City destinations
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- Figure 24: Cities and towns visited in the past 5 years, November 2005
- Visitors to destinations by demographics
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- Figure 25: Cities and towns visited in the past 5 years by gender, age, socio-economic group, and marital and working status, November 2005
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- Figure 26: Cities and towns visited in the past 5 years by region and ACORN group, November 2005
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- Figure 27: Cities and towns visited in the past 5 years by detailed lifestage, November 2005
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- Figure 28: Cities and towns visited in the past 5 years by car ownership, media and grocery store usage, November 2005
- Regional destinations
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- Figure 29: Regions visited in the past 5 years, November 2005
- Regional tourists’ town and city visits
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- Figure 30: Proportion of regional visitors visiting town and city destinations in past 5 years, November 2005
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- Figure 31: Proportion of regional visitors visiting town and city destinations in past 5 years, November 2005
- Visitors to regional destinations by demographics
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- Figure 32: Regions visited in the past 5 years by gender, age, socio-economic group, and marital and working status, November 2005
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- Figure 33: Regions visited in the past 5 years by region and ACORN group, November 2005
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- Figure 34: Regions visited in the past 5 years by detailed lifestage, November 2005
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- Figure 35: Regions visited in the past 5 years by car ownership, media and grocery store usage, November 2005
Consumer Attitudes and Targeting Opportunities
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- Attitudes towards breaks in the UK
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- Figure 36: Attitudes towards holidays in the UK, November 2005
- Attitudes by types of holiday taken
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- Figure 37: Attitudes towards holidays in the UK by type of holiday taken, November 2005
- UK or abroad? Factors influencing destination decisions
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- Figure 38: Factors influencing holiday choice, November 2005
- Targeting opportunities
- Patriotic (27% of the population or 13.2 million adults)
- A-broad Minded (28% of the population or 13.7 million adults)
- Apathetic (46% of the population or 22.5 million adults)
- Target groups by demographics
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- Figure 39: Target groups by gender, age, socio-economic status, working and marital status, November 2005
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- Figure 40: Target groups by region and ACORN group status, November 2005
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- Figure 41: Target groups by detailed lifestage, November 2005
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- Figure 42: Target groups by car ownership, media and grocery store usage, November 2005
- Number of cities visited
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- Figure 43: Multiple trips by cities visited, November 2005
- Number of regions visited
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- Figure 44: Multiple trips by regions visited, November 2005
Detailed Demographics
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- Attitudes towards travelling in the UK
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- Figure 45: Attitudes towards travelling in the UK by gender, age, socio-economic group, and marital and working status, November 2005
- Figure 46: Attitudes towards travelling in the UK by region and ACORN group, November 2005
- Figure 47: Attitudes towards travelling in the UK by detailed lifestage, November 2005
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- Figure 48: Attitudes towards travelling in the UK by car ownership, media and grocery store usage, November 2005
- Factors influencing holiday choice
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- Figure 49: Factors influencing holiday choice, November 2005
- Factors influencing holiday choice by demographics
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- Figure 50: Factors influencing holiday choice by gender, age, socio-economic group, and marital and working status, November 2005
- Figure 51: Factors influencing holiday choice by region and ACORN group, November 2005
- Figure 52: Factors influencing holiday choice by detailed lifestage, November 2005
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- Figure 53: Factors influencing holiday choice by car ownership, media and grocery store group, November 2005
- Further factors influencing holiday choice by demographics
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- Figure 54: Further factors influencing holiday choice by gender, age, socio-economic group, and marital and working status, November 2005
- Figure 55: Further factors influencing holiday choice by region and ACORN group, November 2005
- Figure 56: Factors influencing holiday choice by detailed lifestage, November 2005
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- Figure 57: Further factors influencing holiday choice by car ownership, media and grocery store group, November 2005
- Other cities and towns visited
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- Figure 58: Cities and towns visited in the past 5 years by gender, age, socio-economic group, and marital and working status, November 2005
- Figure 59: Cities and towns visited in the past 5 years by region and ACORN group, November 2005
- Figure 60: Cities and towns visited in the past 5 years by detailed lifestage, November 2005
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- Figure 61: Cities and towns visited in the past 5 years by car ownership, media and grocery store group, November 2005
- Other regions visited
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- Figure 62: Regions visited in the past 5 years by gender, age, socio-economic group, and marital and working status, November 2005
- Figure 63: Regions visited in the past 5 years by region and ACORN group, November 2005
- Figure 64: Regions visited in the past 5 years by detailed lifestage, November 2005
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- Figure 65: Regions visited in the past 5 years by car ownership, media and grocery store group, November 2005
- Factors influencing choice by type of holiday taken
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- Figure 66: Factors influencing holiday choice by type of holiday taken, November 2005
The Future
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- Living with overseas rivals: re-branding and re-pricing
- Internet growth and telephone decline
- Activity breaks can reinvigorate the market
- Greater time and price flexibility
Forecast
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- Figure 67: Forecast for the short breaks in the UK, both volume and value, 2006-11
- Factors used in the forecast
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