About the market…

While there is a definite trend towards more activity based holidays amongst the British, the type of holidays taken by British holidaymakers are very much dependent on their destination and format, as well as the lifestage of the holidaymaker. Lying around the beach/pool is the predominant past time of those that have been on a beach/resort holiday.

While for some, this is the only activity, other groups of holidaymakers are far more active and get involved in sports, shopping, the local cuisine and cultural activities as well. City break holidaymakers tend to be more involved with the cultural aspects of such as trip and thus are good targets for guided tours and sightseeing. Couples are keener to explore the cultural aspects of a holiday than singles who are more likely to be drawn by lively nightlife.