Table of Contents
Issues in the Market
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- Key issues
- Definitions
- Abbreviations
Future Opportunities
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- Trend: Slow It All Down
- Trend: Switch Off
Market in Brief
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- Recession reduces revenue
- London leads the way
- Holidays and ‘staycations’
- Business and budget
- Exchange rate boost
- Paying a premium dwindles
Internal Market Environment
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- Key points
- Domestic holiday surge
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- Figure 1: Domestic holidays, 2005-10
- Figure 2: Domestic holidays expenditure, 2005-10
- How many holidays?
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- Figure 3: Holidays/short breaks away from home in the last 12 months, 2010
- Figure 4: Total number of trips taken in Britain, 2010
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- Figure 5: Holidays and short break away from home in the last 12 months, British Isles vs abroad, 2010
- The business of business travel
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- Figure 6: UK business travel, by volume, 2005-10
- Figure 7: UK business travel, by value, 2005-10
- Coming to the UK
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- Figure 8: Inbound visitors to the UK, by reason for trip, 2005-09
- Figure 9: Expenditure of inbound visitors to the UK, by reason for trip, 2005-09
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- Figure 10: Exchange rates for Sterling, 2005-10
- Olympics – challenge vs opportunity
- UGC controversy
Broader Market Environment
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- Key points
- UK exits recession, enters age of austerity
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- Figure 11: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
- AB growth in future
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- Figure 12: Forecast adult population trends, by socio-economic group, 2005-15
- Changing needs
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- Figure 13: Forecast adult population trends, by lifestage, 2005-15
- Get away from it all
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- Figure 14: UK households, by size, 2005-15
- Online opportunities
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- Figure 15: Broadband penetration, by demographics, 2004-10
Competitive Context
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- Key points
- European occupancy down, but bright spots in the UK
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- Figure 16: Room occupancy of hotels in selected key European destinations, 2008-09
- Room rate and RevPAR suffer all over
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- Figure 17: Average room rate of hotels in selected key European destinations, 2008-09
- Figure 18: RevPAR of hotels in selected key European destinations, 2008-09
- No return yet to pre-recession average
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- Figure 19: Hotel price comparison across the 50 most popular European cities, 2008-10
Strengths and Weaknesses in the Market
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- Strengths
- Domestic tourism
- Euro rate and inbound holidays
- AB increase
- Business travel
- Expansion
- Weaknesses
- Regional/London imbalance
- Price pressure
- Olympic question marks
- Corporate restrictions
- Purse strings tighten
Who's Innovating?
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- Key points
- Pay per extra
- Serving senses
- Safeguarding sleep
- Technology – beds and packages
- Virgin Hotels is on the way
- Online and on phones
- Baking, racing and popping-up
Market Size and Forecast
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- Key points
- Revenue growth returns
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- Figure 20: The hotel market, by revenue, 2005-15
- Figure 21: Performance indicators for full-service hotels, 2005-09
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- Figure 22: Performance indicators for UK budget hotels, 2007-09
- 2011 and beyond
- Forecast
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- Figure 23: Value forecast of the hotel market, by revenue, 2010-15
- Forecast methodology
Segment Performance
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- Key points
- Recession rebalances business/leisure mix
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- Figure 24: hotel market mix analysis for UK, London, England, Scotland and Wales, by stays, 2007-09
- London calling
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- Figure 25: Full service hotel performance indicators for UK, London, England, Scotland and Wales, 2009
- Figure 26: Budget hotel performance indicators for UK, London, England, Scotland and Wales, 2009
- ‘Staycation’ outdoes vacation
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- Figure 27: Percentage of GB population staying at hotels, UK and overseas, 2009
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- Figure 28: Frequency of stay abroad and in Britain over the past 12 months, 2009
- Budget gets bigger
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- Figure 29: Budget hotels users in Britain, 2009
- Hotels stay top of the tree
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- Figure 30: Type of holiday accommodation used for last holiday in the British Isles, 2009
- Holiday trends
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- Figure 31: Hotel visitors holiday trends, 2005-09
Market Share
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- Key points
- Premier Inn holds top spot
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- Figure 32: Top 30 hotel operating companies in the UK, by number of rooms, 2009
Companies and Products
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- Accor
- Best Western
- Britannia Hotels
- De Vere Group
- Hilton Worldwide
- InterContinental Hotels Group
- Thistle Hotels
- Travelodge
- Whitbread (Premier Inn)
- Wyndham Worldwide
Brand Elements
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- Key points
- Brand map
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- Figure 33: Attitudes towards and usage of various hotel brands, August 2010
- Brand qualities of hotel brands
- A place to rest the head – budget brands top performers
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- Figure 34: Personalities of various hotel brands, August 2010
- Experience of hotel brands
- Budget brands most used
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- Figure 35: Consumer usage of various hotel brands, August 2010
- Brand consideration for hotel brands
- Budget brands most considered, Hilton has aspirational appeal
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- Figure 36: Consideration of various hotel brands, August 2010
- Brand satisfaction for hotel brands
- Full-service brands have highest satisfaction
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- Figure 37: Satisfaction with various hotel brands, August 2010
- Brand commitment to hotel brands
- Budget brands maintain custom
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- Figure 38: Commitment to various hotel brands, August 2010
- Brand intentions for hotel brands
- Premier service means top retention
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- Figure 39: Future usage intentions for various hotel brands, August 2010
- Brand recommendation for hotel brands
- Prestige and budget – horses for courses
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- Figure 40: Recommendation of various hotel brands, August 2010
- Premier Inn
- What the consumer thinks
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- Figure 41: Attitudes towards the Premier Inn brand, August 2010
- Strengths
- Room for improvement
- Marriott
- What the consumer thinks
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- Figure 42: Attitudes towards the Marriott brand, August 2010
- Strengths
- Room for improvement
- Travelodge
- What the consumer thinks
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- Figure 43: Attitudes towards the Travelodge brand, August 2010
- Strengths
- Room for improvement
- Hilton
- What the consumer thinks
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- Figure 44: attitudes towards the Hilton brand, August 2010
- Strengths
- Room for improvement
Hotel Stays
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- Key points
- Short break boost
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- Figure 45: Reasons for stays in UK hotels in past 12 months, 2008-10
- Holidays and hotels
- Long and the short of it
- Business back to 2008
- Stay-aways
Influential Factors When Choosing a Hotel
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- Key points
- Price is main influence
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- Figure 46: Factors that most influenced decision to stay at a particular hotel, September 2010
- In room, out of room
- Reviews and recommendations
- Influencing factors vs usage
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- Figure 47: Factors that most influenced decision to stay at a particular hotel, by reasons for stays in UK hotels in past 12 months, September 2010
Hotel Facilities
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- Key points
- Purse strings tighten
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- Figure 48: Hotel facilities worth paying a premium for, 2008-10
- Top two – who will pay?
- Young go for tech
- Business travellers want options
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- Figure 49: Hotel facilities worth paying a premium for, by reasons for stays in UK hotels in past 12 months, September 2010
- Offering opportunities
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- Figure 50: Hotel facilities worth paying a premium for, by most popular factors influencing decisions to stay at a particular hotel, September 2010
Attitudes Towards Hotels
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- Key points
- Hotel holidays
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- Figure 51: Attitudes towards UK hotels, 2008-2010
- A base or a holiday?
- Women log on
- Chain versus independent
- Who thinks what?
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- Figure 52: Attitudes towards UK hotels, by reasons for stays in past 12 months, September 2010
- Influence and attitudes
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- Figure 53: Attitudes towards UK hotels, by most popular factors that most influenced decision to stay, September 2010
- Premiums and opinion
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- Figure 54: Attitudes towards UK hotels, by most popular hotel facilities worth paying a premium for, September 2010
Targeting Opportunities
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- Key points
- Target groups
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- Figure 55: UK hotel target groups, September 2010
- Hotels for Holiday (24% of internet users aged 16+ or 9.5 million adults)
- Demographic profile
- Marketing message
- Hotels for City Holiday (11% of internet users aged 16+ or 4.4 million adults)
- Demographic profile
- Marketing message
- Basehunters (8% of internet users aged 16+ or 3.2 million adults)
- Demographic profile
- Marketing message
- Price is Paramount (17% of internet users aged 16+ or 6.7 million adults)
- Demographic profile
- Marketing message
- Not Bothered (40% of internet users aged 16+ or 15.8 million adults)
- Demographic profile
- Marketing message
Appendix – Hotel Stays
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- Figure 56: Reasons for stays in UK hotels in past 12 months, by usage, September 2010
- Figure 57: Most popular reasons for stays in UK hotels in past 12 months, by demographics, September 2010
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- Figure 58: Next most popular reasons for stays in UK hotels in past 12 months, by demographics, September 2010
- Figure 59: Other reasons for stays in UK hotels in past 12 months, by demographics, September 2010
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Appendix – Influential Factors When Choosing a Hotel
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- Figure 60: Most popular factors that influenced decision to stay at a particular hotel, by demographics, September 2010
- Figure 61: Next most popular factors that influenced decision to stay at a particular hotel, by demographics, September 2010
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- Figure 62: Other factors that influenced decision to stay at a particular hotel, by demographics, September 2010
- Figure 63: Least popular factors that influenced decision to stay at a particular hotel, by demographics, September 2010
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Appendix – Hotel Facilities
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- Figure 64: Hotel facilities worth paying a premium for, by next most popular factors influencing decision to stay at a particular hotel, September 2010
- Figure 65: Hotel facilities worth paying a premium for, by other factors influencing decision to stay at a particular hotel, September 2010
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- Figure 66: Most popular hotel facilities worth paying a premium for, by demographics, September 2010
- Figure 67: Next most popular hotel facilities worth paying a premium for, by demographics, September 2010
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- Figure 68: Other hotel facilities worth paying a premium for, by demographics, September 2010
- Figure 69: Least popular hotel facilities worth paying a premium for, by demographics, September 2010
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Appendix – Attitudes Towards Hotels
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- Figure 70: Attitudes towards UK hotels, by next most popular factors influencing decision to stay at a particular hotel, September 2010
- Figure 71: Attitudes towards UK hotels, by other factors influencing decision to stay at a particular hotel, September 2010
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- Figure 72: Attitudes towards UK hotels, by least popular factors influencing decision to stay at a particular hotel, September 2010
- Figure 73: Attitudes towards UK hotels, by next most popular hotel facilities worth paying a premium for, September 2010
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- Figure 74: Attitudes towards UK hotels, by other hotel facilities worth paying a premium for, September 2010
- Figure 75: Attitudes towards UK hotels, by least popular hotel facilities worth paying a premium for, September 2010
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- Figure 76: Most popular attitudes towards UK hotels, by demographics, September 2010
- Figure 77: Next most popular attitudes towards UK hotels, by demographics, September 2010
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- Figure 78: Other attitudes towards UK hotels, by demographics, September 2010
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Appendix – Targeting Opportunities
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- Figure 79: Attitudes towards UK hotels, by target groups, September 2010
- Figure 80: Reasons for stays in UK hotels in past 12 months, by target groups, September 2010
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- Figure 81: Reasons for stays in UK hotels in past 12 months, by target groups, September 2010
- Figure 82: Hotel facilities worth paying a premium for, by target groups, September 2010
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- Figure 83: Target groups, by demographics, September 2010
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