Table of Contents
Issues in the Market
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- Key issues
- Definitions
- Abbreviations
Future Opportunities
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- Exploring the city of the future
- Clubbing together
Market in Brief
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- Volume falls but industry emerges stronger
- Independent/AB growth trends favour holiday hire
- Stress of driving deters others
- Late bookings increase
- No hidden costs
- Challenge of differentiation
Internal Market Environment
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- Key points
- Overseas holidays yet to recover
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- Figure 1: Domestic and overseas holiday volume, 2005-10
- 36% of adults going abroad
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- Figure 2: Percentage of adults booking UK and overseas holidays, 2010
- All regions drop but long-haul more resilient
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- Figure 3: Outbound holiday visits, by region visited, 2005-09
- Spain falls but still a quarter of overseas holidays
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- Figure 4: Outbound holiday visits, by country visited, 2005-09
- Independent shift continues
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- Figure 5: Inclusive holidays versus independent holidays, by volume, 2004-09
- Large potential pool for car hire
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- Figure 6: Breakdown of household ownership of cars, by gender, age and socio-economic group, 2010
- Overseas driving costs
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- Figure 7: Cost of three days’ car hire/unleaded 95 petrol in 20 holiday destinations, 2008-10*
- Best value driving
- Going green
Broader Market Environment
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- Key points
- Mixed signals
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- Figure 8: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
- Figure 9: Consumer Confidence Index: September 2009-September 2010
- Spending priorities – travel bounces back
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- Figure 10: Expenditure priorities, 2005-10
- Population trends: three key age groups growing
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- Figure 11: Trends in the age structure of the UK population, by gender, 2005-15
- Continuing AB growth good for holiday hire
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- Figure 12: Forecast adult population trends, by socio-economic group, 2005-15
- Exchange rates
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- Figure 13: Average daily exchange rates against Sterling as at 15 September 2005-10
Competitive Context
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- Key points
- A niche product
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- Figure 14: Main methods of travel used for holidays/short breaks abroad, 2010
- Air travel falls furthest
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- Figure 15: Total overseas trips, by mode of transport, 2004-09
Strengths and Weaknesses in the Market
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- Strengths
- Industry has rationalised in recession
- Shift to independent travel continues
- AB population growth
- Development of sustainable alternatives
- Weaknesses
- Double-dip dangers
- Stress of driving curtails demand
- Demographic base may narrow further
- Lack of brand loyalty and differentiation
Who’s Innovating?
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- Key points
- Mobile car booking
- By the hour
- Are we there yet?
- Virtual drives
- Road safety
- Beyond dispute
Market Size and Forecast
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- Key points
- Market falls but well placed for recovery
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- Figure 16: Volume of car hire trips abroad by British residents, 2005-15
Market Share
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- Key points
- Three major groups
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- Figure 17: Overseas holiday car hire usage over the last three years, by brand, July 2010
Companies and Products
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- Car hire suppliers
- Alamo
- Avis Europe plc
- Enterprise Rent-A-Car
- Europcar (UK) Ltd
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- Figure 18: Key Europcar financials, 2005-09
- Hertz Europe
- Sixt Kenning Ltd
- Car hire brokers and price-comparison sites
- Auto Europe
- Carrentals.co.uk
- CarTrawler
- Holiday Autos
Brand Elements
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- Key points
- Brand map
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- Figure 19: Attitudes towards and usage of various holiday car hire brands, August 2010
- Brand qualities of holiday car hire brands
- Reliability the greatest concern
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- Figure 20: Personalities of various holiday car hire brands, August 2010
- Experience of holiday car hire brands
- Car hire still niche
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- Figure 21: Consumer usage of various holiday car hire brands, August 2010
- Brand consideration for holiday car hire brands
- easyCar most considered
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- Figure 22: Consideration of various holiday car hire brands, August 2010
- Brand satisfaction for holiday car hire brands
- Enterprise most excellent, Hertz most positive
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- Figure 23: Satisfaction with various holiday car hire brands, August 2010
- Brand commitment to holiday car hire brands
- Enterprise has edge on loyalty
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- Figure 24: Commitment to various holiday car hire brands, August 2010
- Brand intentions for holiday car hire brands
- Enterprise has best retention
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- Figure 25: Future usage intentions for various holiday car hire brands, August 2010
- Brand recommendation for holiday car hire brands
- Market leader Hertz most recommended
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- Figure 26: Recommendation of various holiday car hire brands, August 2010
- Enterprise Rent-A-Car
- What the consumer thinks
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- Figure 27: Attitudes towards the Enterprise Rent-A-Car brand, August 2010
- easyCar
- What the consumer thinks
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- Figure 28: Attitudes towards the easyCar brand, August 2010
- Hertz
- What the consumer thinks
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- Figure 29: Attitudes towards the Hertz brand, August 2010
Holiday Car Hire Usage
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- Key points
- Strong AB bias
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- Figure 30: Holiday car hire usage, July 2010
Cost and Duration
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- Key points
- Three quarters hire for a week or less
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- Figure 31: Holiday car hire cost, July 2010
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- Figure 32: Holiday car hire duration, July 2010
Booking and Holiday Type
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- Key points
- Two thirds book online
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- Figure 33: Car hire booking, July 2010
- Fragmented holiday types
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- Figure 34: Type of holiday car was hired on, July 2010
Reasons for Not Hiring
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- Key points
- Need to relax
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- Figure 35: Reasons for never hiring a car, July 2010
Attitudes towards Holiday Car Hire
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- Key points
- Transparency and flexibility most important
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- Figure 36: Attitudes towards holiday car hire, July 2010
- Brand indifference
- Appealing to youth
Targeting Opportunities
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- Key points
- Target groups
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- Figure 37: Holiday car hire target groups, July 2010
- Budget Branders (17% of car hirers or 3.0 million adults)
- Demographic profile:
- Localists (29% of car hirers or 5.1 million adults)
- Demographic profile:
- Car Specific (26% of car hirers or 4.5 million adults)
- Demographic profile:
- Indifferent (28% of car hirers or 4.9 million adults)
- Demographic profile:
Appendix – Holiday Car Hire Usage
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- Figure 38: Most popular holiday car hire usage, by demographics, July 2010
- Figure 39: Next most popular holiday car hire usage, by demographics, July 2010
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Appendix – Cost and Duration
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- Figure 40: Holiday car hire cost, by holiday car hire duration – 1-4 days, July 2010
- Figure 41: Holiday car hire cost, by holiday car hire duration – 5-14 days, July 2010
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- Figure 42: Holiday car hire duration, by holiday car hire cost – <£250, July 2010
- Figure 43: Holiday car hire duration, by holiday car hire cost – £251+, July 2010
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- Figure 44: Holiday car hire cost, by demographics, July 2010
- Figure 45: Holiday car hire duration – 1-4 days, by demographics, July 2010
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- Figure 46: Holiday car hire duration – 5-14 days, by demographics, July 2010
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Appendix – Booking and Holiday Type
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- Figure 47: Car hire booking, by most popular holiday car hire usage, July 2010
- Figure 48: Car hire booking, by next most popular holiday car hire usage, July 2010
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- Figure 49: Car hire booking, by holiday car hire cost, July 2010
- Figure 50: Type of holiday car was hired on, by grouped holiday car hire durations, July 2010
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- Figure 51: Type of holiday car was hired on, by holiday car hire durations – 2-5 days, July 2010
- Figure 52: Type of holiday car was hired on, by holiday car hire duration – 7-14 days, July 2010
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- Figure 53: Most popular car hire booking, by demographics, July 2010
- Figure 54: Type of holiday car was hired on, by demographics, July 2010
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Appendix – Reasons for Not Hiring
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- Figure 55: Most popular reasons for never hiring a car abroad, by demographics, July 2010
- Figure 56: Next most popular reasons for never hiring a car abroad, by demographics, July 2010
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Appendix – Attitudes towards Holiday Car Hire
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- Figure 57: Attitudes towards holiday car hire, by most popular holiday car hire usage, July 2010
- Figure 58: Attitudes towards holiday car hire, by next most popular holiday car hire usage, July 2010
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- Figure 59: Attitudes towards holiday car hire, by holiday car hire cost, July 2010
- Figure 60: Attitudes towards holiday car hire, by type of holiday car was hired on, July 2010
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- Figure 61: Most popular attitudes towards holiday car hire, by demographics, July 2010
- Figure 62: Next most popular attitudes towards holiday car hire, by demographics, July 2010
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Appendix – Targeting Opportunities
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- Figure 63: Attitudes towards holiday car hire, by target groups, July 2010
- Figure 64: Holiday car hire usage, by target groups, July 2010
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- Figure 65: Holiday car hire cost, by target groups, July 2010
- Figure 66: Holiday car hire duration, by target groups, July 2010
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- Figure 67: Car hire booking, by target groups, July 2010
- Figure 68: Type of holiday car was hired on, by target groups, July 2010
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- Figure 69: Target groups, by demographics, July 2010
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