Table of Contents
Introduction
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- Definition
- Abbreviations
Issues in the Market
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- Does long-haul remain a key strength for high street travel agents?
- In the future, will long-haul travel become accessible to a wider demographic, or will it become increasingly the preserve of the wealthy?
- Are there particular stages of life when people tend to travel long-haul, and to what extent is this being shaped by economic or demographic trends?
- What is the likely impact of geopolitical unrest in the Middle East/North Africa region on the long-haul market?
- How much do consumers consider questions of ethical travel when travelling long-haul and what are the possible implications for the future of long-haul travel?
Future Opportunities
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- Bringing the ‘far near’ even nearer
- Extending the Iberian brand
Executive Summary
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- The market
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- Figure 1: Long-haul holidays market size and forecast* 2005-15
- Short-haul recovers edge
- APD hits long-haul
- Fuel surcharges return
- Companies, brands and Innovation
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- Figure 2: Percentage change in revenue for selected long-haul operators, 2009-10
- Dynamic packaging
- Online vs high street
- The consumer
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- Figure 3: Participation in long-haul holidays, January 2011
- New, different, cultural
- Luxury and exploration
- Expert advice
- Singles demand
- What we think
Internal Market Environment
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- Key points
- Signs of recovery
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- Figure 4: Domestic vs overseas holidays, 2005-10
- Pump prices spell trouble for domestic holidays
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- Figure 5: Domestic and overseas holidays expenditure, 2005-10
- Spain reasserts value for money
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- Figure 6: Post Office Worldwide Holiday Costs Barometer of resort costs for UK tourists – January 2011
- Sri Lanka the cheapest long-haul option
- Budget flights spread their wings
- Long-haul low cost
- Impact of APD
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- Figure 7: Air Passenger Duty, as of November 2010
- Return of the super-spike
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- Figure 8: Crude oil prices, 2005-11
- Surcharges hit long-haul
- Dream ticket
Broader Market Environment
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- Key points
- Wrong kind of snow
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- Figure 9: GDP quarterly percentage change, Q1 2005-Q4 2010
- Wage squeeze
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- Figure 10: UK consumer confidence index, March 2010-February 2011
- Holidays still top priority
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- Figure 11: Expenditure priorities, 2005-10
- 25-34s and 45-54s offer potential
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- Figure 12: Forecast adult population trends, by lifestage, 2005-15
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- Figure 13: Trends and projections in the UK population (000s), by age group, 2005-15
- AB growth good for long-haul
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- Figure 14: Forecast adult population trends, by socio-economic group, 2005-15
- Pound stays weak against most currencies
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- Figure 15: Annual average exchange rates for Sterling, 2007-11
Competitive Context
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- Key points
- Long-haul still outperforms overseas market
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- Figure 16: Long-haul vs short-haul holiday volume and expenditure, at current prices, 2005-10
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- Figure 17: Outbound holiday visits, by region visited, 2005-10
Strengths and Weaknesses in the Market
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- Strengths
- Long-haul culture vultures
- Aviation spreads its wings
- Year-round advantages
- The third age of long-haul
- Latin America tipped for growth
- Weaknesses
- Wage squeeze
- Short-haul looking better value
- Only for the wealthy?
- Geopolitical upheaval
- Well-travelled consumers grow less reliant on agents
Who’s Innovating?
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- Key points
- No frills with comfort
- Long-haul goes dynamic
- Flexible options
- Far near
- Latin lessons
- Ethical travel
- Targeting the over-50s
- Heading down river
- Bring home a friend
Market Size and Forecast
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- Key points
- Tight year ahead for long-haul
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- Figure 18: Long-haul holidays volume and percentage change, 2005-15
- Figure 19: Long-haul holidays expenditure* and percentage change, 2005-15
- Forecast
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- Figure 20: Volume forecast of long-haul holidays, 2010-15
- Figure 21: Value* forecast of long-haul holidays, 2010-15
- Forecast methodology
Segment Performance
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- Key points
- Middle East/North Africa the only five-year growth region
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- Figure 22: Overseas holidays, by region, 2005-10
- Latin American potential
- Threat to Egypt and Tunisia
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- Figure 23: Top 20 long-haul destinations 2005-10
- Disaster recovery
- Jamaica fights back
- Package strongholds
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- Figure 24: Visits, spending, average spend, proportion of package holidays, duration and spend per night per region 2009
- Go further, stay longer
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- Figure 25: Nights spent on last holiday, by region, 2009
- Long-haul has more diversity
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- Figure 26: Sort of holiday taken for holidays/short breaks, 2010
- Family visits
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- Figure 27: Type of accommodation used for holidays/short breaks, 2010
- Year-round business
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- Figure 28: Long-haul holidays taken, by quarter 2005-09
- Four in ten spend over £2,500
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- Figure 29: Total amount spent on holidays* for self and family in the last 12 months (excluding spending money), by region, 2010
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- Figure 30: Total amount spent on short breaks* for self and family in the last 12 months (excluding spending money), by region, 2010
Brand Research
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- Brand map
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- Figure 31: Attitudes towards long-haul holiday destinations, December 2010
- Brand attitudes
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- Figure 32: Attitudes, by long-haul holiday destinations, December 2010
- Brand personality
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- Figure 33: Long-haul holiday destinations personality – macro image, December 2010
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- Figure 34: long-haul holiday destinations personality – micro image, December 2010
- Correspondence analysis
- Brand experience
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- Figure 35: Long-haul holiday destinations visited, December 2010
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- Figure 36: Satisfaction with various long-haul holiday destinations, February 2010
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- Figure 37: Consideration of long-haul holiday destinations, December 2010
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- Figure 38: Consumer perceptions of current long-haul holiday destination performance, December 2010
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- Figure 39: Long-haul holiday destination recommendation – Net Promoter Score, December 2010
- Brand index
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- Figure 40: Long-haul holiday destination index, December 2010
- Figure 41: Long-haul holiday destination index vs. recommendation, December 2010
- Target group analysis
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- Figure 42: Target groups, December 2010
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- Figure 43: Long-haul holiday destinations visited, by target groups, December 2010
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Companies and Products
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- Bales Worldwide
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- Figure 44: Key financials for Bales Worldwide Limited, 2008-09
- Cosmos/Monarch
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- Figure 45: Key financials for Cosmos Holidays PIc, 2008-09
- Explore Worldwide
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- Figure 46: Key financials for Explore Worldwide Limited, 2009-10
- Kuoni
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- Figure 47: Key financials for Kuoni Travel Limited UK, 2008-09
- Thomas Cook
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- Figure 48: Key financials for Thomas Cook Group Plc – UK & Ireland, India and Middle East segment, 2009-10
- Trailfinders
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- Figure 49: Key financials for Trailfinders Limited, 2009-10
- TUI
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- Figure 50: Key financials for TUI Plc – UK & Ireland market, 2009-10
- Virgin Holidays
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- Figure 51: Key financials for Virgin Holidays Limited, 2009-10
- Western & Oriental plc
Channels to Market
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- Key points
- Web dominates research but traditional sources still in use
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- Figure 52: Research sources used for holidays overseas, 2010
- Online booking also preferred for long-haul
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- Figure 53: Method used to book holidays/short breaks to Europe and outside Europe, 2010
Long-haul Holiday Taking
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- Key points
- Nearly half have been outside Europe
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- Figure 54: Participation in long-haul holidays, January 2011
- Two core groups
- Single household interest
General Holiday Attitudes
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- Key points
- Two travel tribes
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- Figure 55: Attitudes towards holidays, January 2011
- Shock of the new
- Reality versus luxury
- ABC third agers want it both ways
- Holiday show-offs
Attitudes Towards Long-haul Holidays
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- Key points
- Culture vultures take off
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- Figure 56: Attitudes towards long-haul holidays, January 2011
- Figure 57: selected attitudes towards long-haul holidays, November 2006 vs January 2011
- Beyond Britain’s backyard
- Perennial call of the wild
- Young itching for experience
- Consumers grow less reliant on agents
- Security matters
- APD impact
- Long-haul ethical
Targeting Opportunities
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- Key points
- Target groups
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- Figure 58: Long-haul holidays target groups, January 2011
- Adventurous Explorers
- Demographic profile
- Marketing message
- Long-haul Loungers
- Demographic profile
- Marketing message
- Need Encouragement
- Demographic profile
- Marketing message
- Hard To Afford
- Demographic profile
- Marketing message
- Dislike Distance
- Demographic profile
- Marketing message
Appendix – Overall Holiday Taking
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- Figure 59: Holidays abroad taken in the last 12 months, by demographics, January 2011
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Appendix – Long-haul Holiday Taking
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- Figure 60: Most popular participation in long-haul holidays, by demographics, January 2011
- Figure 61: Next most popular participation in long-haul holidays, by demographics, January 2011
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Appendix – General Holiday Attitudes
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- Figure 62: Attitudes towards holidays, by most popular participation in long-haul holidays, January 2011
- Figure 63: Attitudes towards holidays, by next most popular participation in long-haul holidays, January 2011
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- Figure 64: Most popular attitudes towards holidays, by demographics, January 2011
- Figure 65: Next most popular attitudes towards holidays, by demographics, January 2011
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Appendix – Attitudes Towards Long-haul Holidays
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- Figure 66: Attitudes towards long-haul holidays, by most popular participation in long-haul holidays, January 2011
- Figure 67: Attitudes towards long-haul holidays, by most popular participation in long-haul holidays, January 2011
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- Figure 68: Attitudes towards long-haul holidays, by most popular attitudes towards holidays, January 2011
- Figure 69: Attitudes towards long-haul holidays, by next most popular attitudes towards holidays, January 2011
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- Figure 70: Most popular attitudes towards long-haul holidays, by demographics, January 2011
- Figure 71: Next most popular attitudes towards long-haul holidays, by demographics, January 2011
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Appendix – Targeting Opportunities
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- Figure 72: Holidays abroad taken in the last 12 months, by target groups, January 2011
- Figure 73: Attitudes towards holidays, by target groups, January 2011
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- Figure 74: Participation in long-haul holidays, by target groups, January 2011
- Figure 75: Attitudes towards long-haul holidays, by target groups, January 2011
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- Figure 76: Target groups, by demographics, January 2011
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