Table of Contents
Issues in the Market
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- Key issues
- Definitions
- Abbreviations
Future Opportunities
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- Tick-box Turkey
- Research and Reward
Market in Brief
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- Bucking the trends
- Trade dominant but independent threat grows
- Turkey seen as value choice
- Winter appeal grows
- Heritage and culture
- Med to METT?
- Free range Turkey
- The White Med
Internal Market Environment
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- Key points
- Tough times
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- Figure 1: Domestic and overseas holidays volume, 2005-10
- Figure 2: Domestic and overseas holidays expenditure, 2005-10
- Independent shift continues
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- Figure 3: Inclusive holidays versus independent holidays abroad, by volume, 2005-10
- All regions fall but long haul less heavily
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- Figure 4: Outbound holiday visits, by region visited, 2005-09
- Seven in ten still get away
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- Figure 5: Percentage of adults booking UK and overseas holidays, 2010
- Expanding airlift to Turkey and Egypt
- Recent network developments
- Western Med resorts catch up on living costs
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- Figure 6: Holiday resort costs, June 2010
- Tourism development and strategy – Turkey
- Tourism development and strategy – Egypt
Broader Market Environment
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- Key points
- Uncertainty is the only certainty
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- Figure 7: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
- But holidays are still a top spend priority
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- Figure 8: Expenditure priorities, 2005-10
- 25-34 potential for Turkey
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- Figure 9: Trends in the age structure of the UK population, by gender, 2005-15
- Family growth
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- Figure 10: Forecast adult population trends, by lifestage, 2005-15
- AB/C2 growth suggests product polarisation
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- Figure 11: Forecast adult population trends, by socio-economic group, 2005-15
- One-person households to rise
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- Figure 12: UK households, by size, 2005-15
- Sterling’s fall benefits Turkey ahead of Egypt
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- Figure 13: Average daily Exchange rates against Sterling as at 6th October
Competitive Context
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- Key points
- Turkey and Egypt rise up the rankings
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- Figure 14: Outbound holiday visits, by country visited, 2005-09
- Turkey on a par with Spanish islands
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- Figure 15: Countries visited for short breaks or longer holidays, 2010
- Turkey – low spend per night
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- Figure 16: Average spend per holiday night, 2005 vs 2009
- Lure of the far near
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- Figure 17: Outbound holiday visits, Turkey, North Africa & Middle East, 2005-09
- Niche destination potential
Strengths and Weaknesses in the Market
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- Strengths
- Outperforming the market
- Substitution effects
- Travel trade strengths
- Expanding flight capacity
- Egypt’s pulling power
- Weaknesses
- Danger of over-expansion
- All-inclusive dilemmas
- Vulnerable to economic recovery
- Lack of diversification in Turkey
- Security risks
Who’s Innovating?
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- Key points
- New horizons
- Romance of the river
- Cross-country
- Remote Turkey
- Quirky Turkey/celestial matters
- Ethical alternatives
- Learning in Turkey & Egypt
Market Size and Forecast
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- Key points
- Both destinations grow 50%-plus in five years
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- Figure 18: Outbound holiday visits to turkey, volume and expenditure, 2005-15
- Figure 19: Outbound holiday visits to egypt, volume and expenditure, 2005-15
- Supply and demand factors
- Forecasts
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- Figure 20: Volume forecast of outbound holiday visits to turkey, 2010-15
- Figure 21: Value forecast of outbound holiday visits to turkey, 2010-15
- Figure 22: Volume forecast of outbound holiday visits to Egypt, 2010-15
- Figure 23: Value forecast of outbound holiday visits to Egypt, 2010-15
- Forecast methodology
Segment Performance
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- Key points
- Independent Turkey vs packaged Turkey
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- Figure 24: Outbound holiday visits to turkey, inclusive vs independent, 2005-10
- Independent Egypt vs packaged Egypt
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- Figure 25: Outbound holiday visits to egypt, inclusive vs independent, 2005-10
- Seasonal shifts
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- Figure 26: Outbound holiday visits to turkey and egypt, percentage of total trips, by quarter 2009
- Figure 27: Outbound holiday visits to turkey and egypt, percentage of total trips, by quarter 2005
- Three quarters of holidaymakers hit the beach in Turkey
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- Figure 28: Type of holiday taken for last holiday – Turkey, 2005-09
- Beach is the bulk but Egyptian tail is longer
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- Figure 29: Type of holiday taken for last holiday – Egypt, 2006-09
- Turkey sees growth at lower end of price scale
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- Figure 30: Trends in total cost of holiday – Turkey (excluding spending money), 2005-09
- Luxury spend is higher in Egypt
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- Figure 31: Trends in total cost of holiday – Egypt (excluding spending money), 2006-09
- Hotels dominate but rented property on the rise
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- Figure 32: Trends in type of accommodation, holidays to Turkey, 2005-09
- AI is the dominant format for Egypt
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- Figure 33: Trends in type of accommodation, holidays to Egypt, 2006-09
- Average stay length is falling for Turkey
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- Figure 34: Outbound holiday visits to turkey, percentage of total trips by duration, 2005 vs 2009
- 8-13 night growth as packages get more flexible
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- Figure 35: Nights spent away during holiday to Turkey, 2005-09
- Average stay is rising for Egypt
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- Figure 36: Outbound holiday visits to egypt, percentage of total trips by duration, 2005 vs 2009
- Figure 37: Nights spent away during holiday to Egypt, 2006-09
- Going solo to Turkey and Egypt
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- Figure 38: Number of people on last holiday to Turkey, 2005-09
- Figure 39: Number of people on last holiday to Egypt, 2005-09
- Half of holidays booked within three months
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- Figure 40: How far in advance holiday to Turkey was booked, 2005-09
- Figure 41: How far in advance holiday to Egypt was booked, 2006-09
Companies and Products
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- Anatolian Sky
- Discover Egypt
- Holidays4U
- Olympic Holidays
- Preston Travel Group
- Peltours
- Longwood Holidays
- Red Sea Holidays
- Thomas Cook
- TUI
- Wings Abroad
Channels to Market
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- Key points
- Internet and travel shops are leading research resources
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- Figure 42: Research sources for holidays to Turkey, 2005-09
- Figure 43: Research sources for holidays to Egypt, 2006-09
- Intermediaries retain strong role for Turkey & Egypt
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- Figure 44: How last holiday to Turkey was booked, 2005-09
- Figure 45: How last holiday to Egypt was booked, 2006-09
- Internet importance
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- Figure 46: Method of booking for last holiday to Turkey, 2005-09
- Figure 47: Method of booking for last holiday to Egypt, 2006-09
Who Has Been and Who Wants to Go?
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- Key points
- Half the population have been/would like to go
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- Figure 48: Holidays to Turkey and/or Egypt, August 2010
- Developing youth bias
- ABC1 family potential
What People Think of Holidays to Turkey
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- Key points
- Turkey – value for money and friendly
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- Figure 49: Attitudes towards holidays to Turkey, August 2010
- Low excitement factor
What People Think of Holidays to Egypt
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- Key points
- Egypt for culture/history
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- Figure 50: Attitudes towards holidays to Egypt, August 2010
- Riddle of the Sphinx
- Safety not a major concern
Targeting Opportunities
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- Key points
- Target groups
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- Figure 51: Holidays to Turkey and Egypt target groups, August 2010
- T&E enthusiasts
- Demographic profile
- Marketing message
- Pyramid selling
- Demographic profile
- Marketing message
- Turkey on a budget
- Demographic profile
- Marketing message
- Anxious travellers
- Demographic profile
- Marketing message
- No-go
- Demographic profile
- Marketing message
Appendix – Who Has Been, and Who Wants to Go?
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- Figure 52: Holidays to Turkey, by demographics, August 2010
- Figure 53: Holidays to Egypt, by DEMOGRAPHICS, AUGUST 2010
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Appendix – What People Think of Holidays to Turkey
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- Figure 54: Attitudes towards holidays to Turkey, by holidays to Turkey, August 2010
- Figure 55: Attitudes towards holidays to Turkey, by non-visitors to turkey, August 2010
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- Figure 56: Attitudes towards holidays to Turkey, by holidays to Egypt, August 2010
- Figure 57: Attitudes towards holidays to Turkey, by non-visitors to Egypt, August 2010
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- Figure 58: Most popular attitudes towards holidays to Turkey, by demographics, August 2010
- Figure 59: Next most popular attitudes towards holidays to Turkey, by demographics, August 2010
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- Figure 60: Attitudes towards holidays to Turkey from holidaymakers to Turkey, by demographics, August 2010
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Appendix – What People Think of Holidays to Egypt
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- Figure 61: Attitudes towards holidays to Egypt, by holidays to Turkey, August 2010
- Figure 62: Attitudes towards holidays to Egypt, by non-visitors to Turkey, August 2010
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- Figure 63: Attitudes towards holidays to Egypt, by holidays to Egypt, August 2010
- Figure 64: Attitudes towards holidays to Egypt, by most popular attitudes towards holidays to Turkey, August 2010
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- Figure 65: Attitudes towards holidays to Egypt, by next most popular attitudes towards holidays to Turkey, August 2010
- Figure 66: Attitudes towards holidays to Egypt, by other attitudes towards holidays to Turkey, August 2010
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- Figure 67: Most popular attitudes towards holidays to Egypt, by demographics, August 2010
- Figure 68: Next most popular attitudes towards holidays to Egypt, by demographics, August 2010
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- Figure 69: Other attitudes towards holidays to Egypt, by demographics, August 2010
- Figure 70: Attitudes towards holidays to Egypt from holidaymakers to Egypt, by demographics, August 2010
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Appendix – Targeting Opportunities
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- Figure 71: Attitudes towards holidays to Turkey/Egypt, by target groups, August 2010
- Figure 72: Holidays to Turkey and/or Egypt, by target groups, August 2010
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- Figure 73: Target groups, by demographics, August 2010
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