Table of Contents
Issues in the Market
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- Main issues
- Definitions
- Abbreviations
Insights and Opportunities
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- Get them when they’re young
- Back to basics
- Knowledge gap
Market In Brief
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- Renaissance of retail?
- Or death of a salesman?
- Making a difference
- Lifestyle gurus
- Face time vs cost and convenience
- Computer says no…
- Reverse migration
Fast Forward Trends
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- Trend 1: Local Knowledge
- What’s it about?
- What’s it mean?
- What’s next?
- Trend 2: Decline of Deference
- What’s it about?
- What’s it mean?
- What’s next?
Internal Market Environment
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- Key points
- Package staple flat but still huge
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- Figure 1: Inclusive holidays versus independent holidays, by volume and value, 2003-08
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- Figure 2: Overseas holidays by region, 2003-07
- In search of pastures new
- Long-haul hits the high street
- Every crisis is an opportunity
Broader Market Environment
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- Key points
- Resigned to recession
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- Figure 3: GfK NOP Consumer Confidence Index, October 2007-September 2008
- Where will the axe fall?
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- Figure 4: Areas where consumers would cut back spending, July 2008
- Aldi effect to hit travel
- Lifestyle support machine
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- Figure 5: Forecast adult population trends, by socio-economic group, 2003-13
- Opportunity lies in pre-/no family couples and empty nesters
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- Figure 6: Trends in the age structure of the UK population, by gender, 2003-13
- Triumph of the web
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- Figure 7: British internet penetration at home/work/place of study or elsewhere, by gender, age, socio-economic group, region and working status, 2003-08
- Figure 8: Package holiday research sources, 2003-08
- Currency swings
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- Figure 9: Sterling exchange rates at the beginning of each year, 2005-08
Competitive Context
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- Key points
- High priority
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- Figure 10: UK spending priorities for year ahead, January 2005-08
- Resilient 2008/tough year ahead
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- Figure 11: Overseas holidays, including travel agent share, 2003-08
- Agents off the pace but still in the race
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who's Innovating?
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- Key points
- That was then…
- …and this is now
- From bricks to clicks
- STA gets a life
- From clicks to bricks
- 21st Century shop design
- Specialise to survive
Market Size and Forecast
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- Key points
- Past and present: Steady decline
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- Figure 12: Channel used to book last holiday, 2004-08
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- Figure 13: Method used to book last holiday, 2002-08
- No DIY volte-face
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- Figure 14: Estimated number of overseas holidays booked via a travel agent, 2003-13
- Future: Survival of the fittest
- Factors used in the forecast
Segment Performance
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- Key points
- Agents head for the beach
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- Figure 15: Method used to book last holiday, by type of holiday taken for last holiday, 2006 and 2008
- But long tail remains attached to DIY
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- Figure 16: Holiday attitudes, by booking channel, 2008
- Week/fortnighters dominate
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- Figure 17: How last holiday was booked, by number of nights taken for last holiday, 2006 and 2008
- Peak business
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- Figure 18: How last holiday was booked, by month last holiday began, 2006 and 2008
Companies and Products
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- Key points
- Total market
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- Figure 19: Leading travel agents, by estimated number of retail outlets, 2003-08
- Advantage
- Co-operative Travel Trading Group/The Co-operative Travel
- Hays Travel
- Stella Travel Services/Global Travel Group/Harvey World Travel
- Thomas Cook
- Trailfinders
- Travel Counsellors
- TUI Travel
- Worldchoice
Brand Elements
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- Brand map
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- Figure 20: Attitudes and usage of travel agents brands, February 2008
- Thomas Cook
- What the consumer thinks
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- Figure 21: Attitudes towards the Thomas Cook brand, February 2008
- Co-operative Travel
- What the consumer thinks
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- Figure 22: Attitudes towards the Co-operative Travel brand, February 2008
- Thomson Holidays
- What the consumer thinks
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- Figure 23: Attitudes towards the Thomson Holidays brand, February 2008
- expedia.co.uk
- What the consumer thinks
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- Figure 24: Attitudes towards the expedia.co.uk brand, February 2008
- First Choice
- What the consumer thinks
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- Figure 25: Attitudes towards the first choice brand, February 2008
- Brand Qualities of travel agent brands
- Lesser-known brands fare badly
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- Figure 26: Personalities of various travel agent brands, February 2008
- Experience of travel agent brands
- Opportunities abound for expedia
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- Figure 27: Consumer usage of various travel agent brands, February 2008
- Brand intentions for travel agent brands
- Lack of knowledge restricts many
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- Figure 28: Consideration of various travel agent brands, February 2008
- Brand motivation for travel agent brands
- World Choice chosen for luxury
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- Figure 30: Motivation for choosing various travel agent brands, February 2008
- Brand satisfaction for travel agent brands
- Co-operative scores in satisfaction terms
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- Figure 31: Satisfaction with various travel agent brands, February 2008
- Brand commitment to travel agent brands
- Thomas Cook has highest exclusivity
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- Figure 32: Commitment to various travel agent brands, February 2008
- Round up
Use of Travel Agents
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- Key points
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- Figure 33: Use of travel agents in past two years, 2006 and 2008
- Voting with their feet
- Who uses high street agents?
- Single-component buyers
- Comparison of travel agent demographics with package vs independent demographics
Attitudes Towards Travel Agents
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- Key points
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- Figure 34: Attitudes towards travel agents, September 2008
- Core strength
- But web seen as cheaper
- Major challenge
- Time factor
- Protecting cautious consumers
- Youthful enthusiasm
How Travel Agents Can Get More Custom
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- Key points
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- Figure 35: Factors that would raise use of travel agents, September 2008
- Differentiate to survive
- Long-haul opportunities
- Declining interest in frills
Travel Agent Targeting Opportunities
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- Key points
- Frequency of bookings
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- Figure 36: Number of bookings made with a travel agent in the last two years, September 2008
- Figure 37: Percentage of bookings made with a travel agent in the last two years, September 2008
- Shopping around
- Target groups
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- Figure 38: Target groups based on attitudes towards travel agents, September 2008
- Loyalists
- Their travel agent usage profile
- Their demographic profile
- Marketing message
- Late Dealers
- Their travel agent usage profile
- Their demographic profile
- Marketing message
- Be Your Own Agent
- Their travel agent usage profile
- Their demographic profile
- Marketing message
- Not Interested
- Their travel agent usage profile
- Their demographic profile
- Marketing message
Appendix – Use of Travel Agents
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- Figure 39: Most popular use of travel agents in past two years, by detailed demographics, September 2008
- Figure 40: Least popular use of travel agents in past two years, by detailed demographics, September 2008
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Appendix – Attitudes Towards Travel Agents
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- Figure 41: Most popular attitudes towards travel agents, by detailed demographics, September 2008
- Figure 42: Least popular attitudes towards travel agents, by detailed demographics, September 2008
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Appendix – How Travel Agents Can Get More Custom
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- Figure 43: Most popular factors that would raise use of travel agents, by detailed demographics, September 2008
- Figure 44: Least popular factors that would raise use of travel agents, by detailed demographics, September 2008
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Appendix – Travel Agent Targeting Opportunities
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- Figure 45: Bookings made with a travel agent in the last two years, by use of travel agents and type of booking, September 2008
- Figure 46: Bookings made with a travel agent in the last two years, by attitudes towards travel agents, September 2008
- Figure 47: Bookings made with a travel agent in the last two years, by factors that would influence use of travel agents, September 2008
- Figure 48: Target groups, by use of travel agents, September 2008
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- Figure 49: Target groups, by attitudes towards travel agents, September 2008
- Figure 50: Target groups, by factors that would influence use of travel agents, September 2008
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- Figure 51: Target groups, by detailed demographics, September 2008
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