Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- Virtual reps
- Slow Spain
- Power of the image
Market in Brief
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- 2006 sees a return to growth
- Spain goes independent
- Spain-savvy travellers
- Sharp pain in the Balearics
- ABC1s in Andalusia
- Giving up the coast
- Spanish market grows up
- ‘New Spain’ brand
- Beast of Benidorm
- Place in the Spanish sun
- Growth in ‘Real Spain’
- Fly and flop-plus
- The way to a holidaymaker’s heart is through…
Fast Forward Trends
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- Trend 1: Fashion is All
- What’s it about?
- Observations
- What next?
- Trend 2: Team Maslow
- What’s it about?
- Observations
- What next?
Internal Market Environment
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- Key Points
- Mature market at home
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- Figure 1: Domestic holidays and expenditure, 2002-07
- Healthy appetite abroad
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- Figure 2: Overseas holidays and expenditure, 2002-07
- Destinations fragmenting
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- Figure 3: Outbound holiday visits, by region visited, 2001-05
- Independence day
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- Figure 4: Independent holidays and expenditure abroad, 2001-11
- Low-cost catalyst
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- Figure 5: Scheduled passengers carried by main low-cost airlines, 2001-06
Broader Market Environment
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- Key Points
- Low confidence
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- Figure 6: Trends in GDP, personal disposable income and consumer expenditure, 2002-12
- Essential purchases
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- Figure 7: Expenditure priorities, 2007
- Flat euro
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- Figure 8: Annual average exchange rates for Sterling against the euro and US Dollar, 2002-6
- High demand but fears of crash
- Winners and losers
- The rain in Spain
- Sea change
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- Figure 9: Forecast adult population trends, by socio-economic group, 2002-12
- Spanish greys
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- Figure 10: Forecast adult population trends, by lifestage group, 2002-12
Competitive Context
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- Key Points
- Under pressure
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- Figure 11: Most popular destinations for UK holidaymakers, 2001-05
- Spain spend falls behind
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- Figure 12: UK retail sales, by broad sector, 2002-05
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key Points
- Mainstream: upmarket packages
- Mainstream: all-inclusive families
- Specialist: best of both worlds
- Suckling pig consumption rises dramatically
- Sex & the City
- Just the ticket
- Mind your language
Market Size and Forecast
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- Key Points
- Momentum recovers after volume slump
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- Figure 13: Volume and value of holidays to Spain, 2002-12
- Package slump
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- Figure 14: Inclusive tours versus independent holidays to Spain, by volume, 2001-06
- Mature market seeks diversification
- Rise of the real Spain
- Evolving beach
- Factors used in the forecast
Segment Performance
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- Key Points
- Going mainland
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- Figure 15: Adults who have taken a holiday to Spain for their last/last but one holiday, 2000-06
- Very moorish
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- Figure 16: UK visits to Spain by region of visit, 2004-06
- Fed up with the Med, keen on the Green
- Spanish long tail grows…
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- Figure 17: Type of holiday taken for last holiday to Spain, 2000-06
- …but beach is still tops
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- Figure 18: Type of holiday taken for last holiday to Europe, 2000-06
- Short and sweet
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- Figure 19: Number of nights taken for last holiday to Spain, 2000-06
- Charter planes drop
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- Figure 20: Main method of travel used for last holiday to Spain, 2000-06
- ‘Dirty’ travel
- VFR boom
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- Figure 21: Type of accommodation for last holiday to Spain, 2000-06
- Rental reduction
Channels to Market
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- Key Points
- DIY Spanish travellers
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- Figure 22: How last holiday to Spain was booked, 2000-06
- Agents go dynamic
- Surfing to Spain
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- Figure 23: Method of booking for last holiday to Spain, 2003-06
Companies and Products
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- Key Points
- Hotels
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- Figure 24: Top hotel chains in Spain, 2005
- Keep it in the family
- Budget bias
- Paradores
- Travel industry
- Low cost airlines
- EasyJet
- Ryanair
- Large tour operators
- Cosmos
- First Choice Holidays
- Thomas Cook
- Specialist operators
- Kirker Holidays
- Mundi Color
Brand Communication and Promotion
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- Key Points
- Paramount importance
- Marketing push
- Global brand
- Premium project
- Regional campaigns
The Consumer – Holidays Taken to Spain
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- Key Points
- The UK’s most popular destination
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- Figure 25: Holidays taken in Spain, February 2007
- VFR beats cities and countryside
- Who goes to Spain?
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- Figure 26: Holidays taken in Spain, by demographic sub-group, February 2007
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- Figure 27: Types of holidays taken in Spain in the last two years, by demographic sub-group, February 2007
- Surprising age twist
- Bored ABC1s go long haul
- Single Spain
- Baby boomers hit the beach
- Spanish spice
- Town and country
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- Figure 28: Types of holidays taken in Spain in the last two years, by other types of holidays taken, February 2007
The Consumer – Future Intentions
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- Key Points
- What kind of Spanish holidays will tomorrow’s consumers be taking?
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- Figure 29: Future intentions for holidays to Spain, February 2007
- Beyond the beach
- Niche value
- Spain/Morocco
- Virgin visitors seek specialist experiences
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- Figure 30: Future intentions for holidays to Spain, by holidays taken in Spain, February 2007
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- Figure 31: Future intentions for holidays to Spain, by types of holidays taken in Spain in the last two years, February 2007
- Up-selling to VFRs
- Who are the potential targets?
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- Figure 32: Most popular future intentions for holidays to Spain, by demographic sub-group, February 2007
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- Figure 33: Further future intentions for holidays to Spain, by demographic sub-group, February 2007
- Budget beach
- Upmarket all-inclusives
- Lure of the city
- Hyperactive teenagers
- Cross-selling opportunities
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- Figure 34: Types of holiday consumers might take to Spain, by most popular other types of holiday might take, February 2007
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- Figure 35: Types of holiday consumers might take to Spain, by further other types of holiday might take, February 2007
The Consumer – Perceptions of Spain
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- Key Points
- Attitudes towards Spanish holidays
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- Figure 36: Attitudes towards Spain, February 2007
- Food glorious food
- Attitudes towards Spanish holidays – key demographics
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- Figure 37: Most popular attitudes towards Spain, by demographic sub-group, February 2007
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- Figure 38: Further attitudes towards Spain, by demographic sub-group, February 2007
- Third-agers have the art for travel
- Full English
- Secondary cities
- Attitudes towards Spanish holidays – by experience of Spain
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- Figure 39: Attitudes towards Spain, by holidays taken in Spain, February 2007
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- Figure 40: Attitudes towards Spain, by types of holidays taken in Spain in last two years, February 2007
- Rural reinvigoration
- Avoiding the Brits? Head for the (second) cities
- Property holidays
- Future intentions – by attitudes towards Spanish holidays
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- Figure 41: Future intentions for holidays to Spain, by most popular attitudes to Spain, February 2007
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- Figure 42: Future intentions for holidays to Spain, by further attitudes to Spain, February 2007
- The beach, Jim, but not as we know it
- Consumer Target Groups
- Me Gusta (29% of respondents or 14.5 million adults aged 15+)
- Who are they?
- Too British (20% of respondents or 10 million adults aged 15+)
- Who are they?
- You Know I Don’t Speak Spanish (10% of respondents or 5 million adults aged 15+)
- Who are they?
- Uninformed/Not Interested (40% of respondents or 20.1 million adults aged 15+)
- Who are they?
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- Figure 43: Consumer target groups, by demographic sub-group, February 2007
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