Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- Conkering the family market
- Summer of love
- Life’s a beach
Market in Brief
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- Short breaks buck trends
- High value, short stay
- Cost concerns
- Overseas threat
- Spain drain
- Been there, done that…
- Internal competition
- Secondary cities first
- Short and sweet
- Joined up thinking
- Rate rise threat
Fast Forward Trends
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- Trend 1: Experience Is All
- What’s it about?
- Observations
- What next?
- Trend 2: I-Witness
- What’s it about?
- Observations
- What next?
Internal Market Environment
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- Key Points
- Tourist deficit
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- Figure 1: Domestic and overseas holidays volume, 2002-07
- Prepared to pay
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- Figure 2: Domestic and overseas holidays expenditure, 2002-07
- Figure 3: Average spend per trip, 2002-07
- New patterns
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- Figure 4: Percentage of adults booking UK and overseas holidays, 2002-06
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- Figure 5: Number of nights taken for last UK holiday, 2002-06
- Budget threat
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- Figure 6: Scheduled passengers carried by main low-cost airlines, 2001-06
- Regional growth
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- Figure 7: Passenger growth at UK airports 1996-2006
- Flies in the ointment
- Green travellers
- Climate of opinion
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- Figure 8: Average annual temperatures in Central England, 1900-2006
- Costa del Scarborough
Broader Market Environment
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- Key Points
- Rate rises
- Belt-tightening?
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- Figure 9: Expenditure priorities, 2007
- Long-term caution
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- Figure 10: Trends in personal disposable income and consumer expenditure, 2002-12
- Ageing market
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- Figure 11: Trends in the age structure of the UK population, by gender, 2002-12
- ABC1 expansion
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- Figure 12: Forecast adult population trends, by socio-economic group, 2002-12
- Internet economy
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- Figure 13: Internet penetration, by gender, socio-economic group and age, 2002-06
- Top dollar
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- Figure 14: Annual average exchange rates for Sterling against the Euro and US Dollar, 2002-6
- Car culture
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- Figure 15: Licensed cars in Great Britain, 1997-2006
- Traffic jam
- Off the rails
- Unfair fares
Competitive Context
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- Key Points
- Morecombe or Marrakesh?
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- Figure 16: Volume and value of the domestic and overseas short-break market (1-3 nights), 2002-06
- Poor value
- The pain in Spain
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- Figure 17: Where visited for last holiday abroad for 1-3 nights, 2002-06
- Eastern charm
- Internal competition
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key Points
- Sexing up the city
- England rocks
- Joined up approach
- Test driving short breaks
- Bushcraft
Market Size and Forecast
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- Key Points
- Consistent growth, despite overall domestic stagnation
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- Figure 18: Volume and value of domestic city/short-break market, 2002-12
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- Figure 19: Adults who took a UK holiday lasting 1-3 nights in the last 12 months, 2002-06
- Reasons for growth
- Re-engineering process
- Value-added, tailor-made packaging key to future growth
- Price comparison
- Demographic and economic trends provide a positive outlook
- Factors used in the forecast
Segment Performance
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- Key Points
- Family comes first
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- Figure 20: Duration of last UK holiday, by lifestage, 2002-06
- Tail wags the dog
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- Figure 21: Type of holiday taken for last UK holiday for 1-3 nights, 2002-06
- London calling
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- Figure 22: Location of last UK holiday lasting 1-3 nights, 2002-06
- Northern lights
- Top gear
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- Figure 23: Main method of transport used for last UK holiday lasting 1-3 nights, 2002-06
- Short breakers do it all year round
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- Figure 24: Month began last UK holiday taken lasting 1-3 nights and all domestic holidays, 2002-06
- Hotels rule
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- Figure 25: Type of accommodation for last UK holiday lasting 1-3 nights, 2002-06
Channels to Market
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- Key Points
- DIY breaks
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- Figure 26: How the last UK holiday lasting 1-3 nights was booked, 2002-06
- Bricks to clicks
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- Figure 27: Booking method for last UK holiday lasting 1-3 nights, 2003-06
- Bookers and lookers
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- Figure 28: Sources of information used for last UK holiday lasting 1-3 nights, 2002-06
- Spur of the moment
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- Figure 29: Booking time for last UK holiday lasting 1-3 nights, 2002-06
Companies and Products
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- Key Points
- A vested interest for many
- Tourist Boards
- VisitBritain/Enjoy England
- A helping hand
- A two-pronged approach
- East of England
- VisitScotland
- VisitLondon
- Rail
- Virgin Trains
- GNER
- Hotels
- Hilton
- Premier Travel Inn
- Travel industry
- Lastminute.com
- Superbreak
Brand Elements
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- Brand map
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- Figure 30: Attitudes and usage of city and short breaks brands, September 2007
- Brighton
- Brand background: Bright lights and a pleasure capital?
- Brand performance
- Performance Indicators:
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- Figure 31: Attitudes towards the Brighton brand, September 2007
- Blackpool
- Brand background
- Brand performance
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- Figure 32: Attitudes towards the Blackpool brand, September 2007
- Lake District
- Brand background
- Brand performance
- Performance indicators
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- Figure 33: Attitudes towards the Lake District brand, September 2007
- Bath
- Brand background
- Brand performance
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- Figure 34: Attitudes towards the Bath brand, September 2007
- Scottish Highlands
- Brand background
- Brand performance
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- Figure 35: Attitudes towards the Scottish Highlands brand, September 2007
- Isle of Man
- Brand background
- Brand performance
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- Figure 36: Attitudes towards the Isle of Man brand, September 2007
- York
- Brand background
- Brand performance
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- Figure 37: Attitudes towards the York brand, September 2007
- Edinburgh
- Brand background
- Performance Indicators
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- Figure 38: Attitudes towards the Edinburgh brand, September 2007
- Brecon Beacons
- Brand background
- Brand performance
- Performance indicators
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- Figure 39: Attitudes towards the Brecon Beacons brand, September 2007
- London
- Brand background
- Brand performance
- Performance indicators
- London’s reputation on the line for 2012
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- Figure 40: Attitudes towards the London brand, September 2007
- Brand qualities of City and Short Breaks brands
- Edinburgh beats London for culture
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- Figure 41: Consumer usage of various city and short breaks brands, September 2007
- Experience of city and short breaks brands
- Most people have visited London, followed by Cornwall
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- Figure 42: Consumer usage of various city and short breaks brands, September 2007
- Brand consideration for city and short breaks brands
- Isle of Man and Brecon Beacons lack familiarity
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- Figure 43: Consideration of various city and short breaks brands, September 2007
- Brand satisfaction for City and Short Breaks brands
- The Highlands and Cornwall give the most ‘excellent’ satisfaction
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- Figure 44: Satisfaction of various city and short breaks brands, September 2007
- Brand commitment to city and short breaks brands
- Edinburgh is worth paying more for
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- Figure 45: Commitment to various city and short breaks brands, September 2007
- Round up
The Consumer – Where Do They Go?
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- Key Points
- Huge potential
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- Figure 46: City/short breaks taken in the UK in the last 5 years, June 2007
- Who takes city/short breaks?
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- Figure 47: City/short breaks taken in the UK in the last five years, by demographic sub-group, June 2007
- Who goes where?
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- Figure 48: Type of city/short breaks taken in the UK in the last five years, by demographic sub-group, June 2007
- Income dependent
- Younger cities
- Young couch potatoes
- City/short-break combinations
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- Figure 49: Combinations of city/short breaks taken in the UK in the last five years, June 2007
The Consumer – What Are City/Short Breakers Looking For?
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- Key Points
- Friends and family first
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- Figure 50: Reasons for taking city/short breaks in the UK, June 2007
- Doing the sights
- Escape artists
- Culture vultures
- Who said men aren’t romantic?
- High culture/low culture
- Historic opportunities
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- Figure 51: Reasons for taking city/short breaks in the UK, by type of city/short break taken in the UK in the last five years, June 2007
The Consumer – Pros and Cons of UK City/Short Breaks
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- Key Points
- Cost concerns grow
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- Figure 52: Attitudes towards city/short breaks in the UK, June 2007
- New horizons
- Mix and matchers
- Green bandwagon yet to roll
- Inter-rural rail deals
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- Figure 53: Attitudes towards city/short breaks in the UK, by type of city/short breaks taken in the UK in the last five years, June 2007
- Some like it hot
- Cultural strengths
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- Figure 54: Attitudes towards city/short breaks in the UK, by most popular reasons for taking city/short breaks in the UK, June 2007
- Eco families
- Beery leeries go abroad for price
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- Figure 55: Attitudes towards city/short breaks in the UK, by next most popular reasons for taking city/short breaks in the UK, June 2007
The Consumer – City/Short Break Target Groups
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- Key Points
- Cost-conscious (16% of the sample or 7.9 million adults aged 16+)
- Who are they?
- Carry On Abroad (23% of the sample or 11.4 million adults aged 16+)
- Who are they?
- No Place Like Homers (18% of the sample or 8.9 million adults aged 16+)
- Who are they?
- Couch Potatoes (44% of the sample or 21.7 million adults aged 16+)
- Who are they?
- Short breaks for everyone?
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- Figure 56: Types of city/short break taken in the UK in the last five years, by city/short break target groups, June 2007
- Friends and family keeping the No Place Like Homers in the UK
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- Figure 57: Reasons for taking city/short breaks in the UK, by city/short break target groups, June 2007
The Consumer – Detailed Demographics
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- Reasons for taking city/short breaks – by demographics
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- Figure 58: Most popular reasons for taking city/short breaks in the UK, by demographic sub-group, June 2007
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- Figure 59: Most popular reasons for taking city/short breaks in the UK, by demographic sub-group, June 2007
- Reasons for taking city/short breaks – by city/short breaks taken
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- Figure 60: Reasons for taking city/short breaks in the UK, by city/short breaks taken in the UK in the last five years, June 2007
- Attitudes towards city/short breaks – by demographics
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- Figure 61: Most popular attitudes towards city/short breaks in the UK, by demographic sub-group, June 2007
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- Figure 62: Next most popular attitudes towards city/short breaks in the UK, by demographic sub-group, June 2007
- Attitudes towards city/short breaks – by city/short breaks taken
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- Figure 63: Attitudes towards city/short breaks in the UK, by city/short breaks taken in the UK in the last five years, June 2007
- Attitudes towards city/short breaks – by city/short break target groups
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- Figure 64: Attitudes towards city/short breaks, by city/short break target groups, June 2007
- City/short break target groups – by demographics
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- Figure 65: City/short break target groups, by demographic sub-group, June 2007
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