Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Volume forecast of domestic holidays bought online, 2006-16
- Figure 2: Volume forecast of overseas holidays bought online, 2006-16
- Online leisure
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- Figure 3: Change in percentage of consumers making leisure purchases online in the last three months, April 2009 vs April 2011
- Agent, phone, online
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- Figure 4: Method used to book holidays, 2010
- Market factors
- Online for info
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- Figure 5: Broadband penetration, 2004-10
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- Figure 6: Sources of information used for holidays, 2010
- Internet improving
- March of mobile
- Google steps in
- Companies, brands and innovation
- Expedia leads OTAs…
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- Figure 7: Top five online travel agents by total unique visitors, May 2011
- … and all across ‘travel’
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- Figure 8: Top 10 online travel brands by total unique visitors, May 2011
- Online innovations ongoing
- The consumer
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- Figure 9: Holiday bookings, April 2011
- Flight/transportation most likely online
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- Figure 10: Holidays/parts of holidays booked online, April 2011
- Online on holiday
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- Figure 11: Online activities on/after holiday, April 2011
- What we think
Issues in the Market
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- Which technological developments are most likely to benefit holidays on the internet?
- What is the potential impact of ‘Google Travel’?
- Is the UK’s aging population a problem?
- Are online reviews a positive or a negative?
- Are consumers worried about online security, and what are the implications?
Future Opportunities
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- Trend: Totophobia
- Trend: Switch Off
Internal Market Environment
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- Key points
- Holidays fall further
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- Figure 12: Domestic vs overseas holidays, 2005-10
- Figure 13: Domestic vs overseas holidays expenditure, 2005-10
- Two or three trips most common
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- Figure 14: Number of holidays taken, 2010
- Broadband Britain
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- Figure 15: Broadband penetration, by demographics, 2004-10
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- Figure 16: Sources of information used for holidays, 2010
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- Figure 17: How people book holidays/short breaks, 2010
- ‘Superfast’, on the move and Google
- Fibre-optic future
- Smartphone surge
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- Figure 18: Trends in mobile phone features owned and used, 2005-10
- ‘Google Travel’
- Reviews and reactions
- Safety first
- Groupon to go
Broader Market Environment
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- Key points
- GDP growth flat, consumer confidence struggles
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- Figure 19: GDP quarterly percentage change, Q1 2004-Q1 2011
- Figure 20: GfK NOP Consumer Confidence Index, January 1988-May 2011
- Silver surfers to increase
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- Figure 21: Trends in the age structure of the UK population, 2006-16
- Figure 22: Forecast adult population trends, by lifestage, 2006-16
- AB advance
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- Figure 23: Forecast adult population trends, by socio-economic group, 2006-16
- Pound performs poorly
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- Figure 24: Annual average exchange rates for sterling, 2007-11
Competitive Context
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- Key points
- Percentage that purchase falls
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- Figure 25: Purchases made online in the last three months, April 2009-April 2011
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- Figure 26: Method used to book holidays, 2010
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- Figure 27: Method used to book holidays, overseas and domestic holidaymakers, 2010
- Holiday intentions still high
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- Figure 28: Most important spending priorities for 2011, January 2011
Who's Innovating?
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- Key points
- Finding flights
- Social engagement
- Accommodation auctions
- Choose your room
- My garden is your garden
- Point of purchase
- Opaque booking
- Online in flight...
- ...and in hotels
Market Size and Forecast
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- Key points
- Going online to get away
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- Figure 29: Domestic holidays bought online, 2006-16
- Figure 30: Overseas holidays bought online, 2006-16
- The future
- Forecasts
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- Figure 31: Volume forecast of domestic holidays bought online, 2006-16
- Figure 32: Value forecast of domestic holidays bought online, 2006-16
- Figure 33: Volume forecast of overseas holidays bought online, 2006-16
- Figure 34: Value forecast of overseas holidays bought online, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Online ‘others’
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- Figure 35: Type of holiday booked, 2010
- Countries and cities
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- Figure 36: Destinations visited on holiday, 2010
Market Share
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- Key points
- Expedia exceeds rivals online
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- Figure 37: Top 50 online travel brands by total unique visitors, May 2010-May 2011
- OTAs on top
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- Figure 38: Top 10 online travel agents by total unique visitors, May 2010-May 2011
Companies and Products
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- Expedia
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- Figure 39: Key financials for Expedia.com Limited, 2008-09
- Gogobot
- Kayak
- Skyscanner
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- Figure 40: Key financials of Skyscanner Ltd, 2009-10
- Travel Blog
- Travelrepublic.co.uk
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- Figure 41: Key financials for Travel Republic Limited, 2009-10
- TripAdvisor
- TripIt
- Viator
- WAYN
Online Holiday Bookings
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- Key points
- Three in four who went away booked something online
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- Figure 42: Holiday bookings, April 2011
- Age of online
- Independent days
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- Figure 43: Holidays taken in the last 12 months, by holiday bookings, April 2011
Online Holiday Research
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- Key points
- Reviews top research
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- Figure 44: Online researching of holidays, April 2011
- Amateur vs professional
- Online viewing
Online Booking Specifics
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- Key points
- Transport flies high
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- Figure 45: Holidays/parts of holidays booked online, April 2011
- Full-service flights for the ABs
- Hotels bookings online
- Package booking families
- Researching vs booking
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- Figure 46: Holidays/parts of holidays booked online, by most popular methods of researching holidays online, April 2011
- Figure 47: Holidays/parts of holidays booked online, by next most popular online planning/researching of holidays April 2011
Online Activities On/After Holiday
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- Key points
- Away, online, after, on email
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- Figure 48: Online activities on/after holiday, April 2011
- Men more likely
- Reviews, parents and positivity
- Social networking ubiquity
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- Figure 49: Online activities on/after holiday, by holiday bookings, April 2011
- Package posters
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- Figure 50: Online activities on/after holiday, by selected holidays/parts of holidays booked online, April 2011
Attitudes Towards Holidays on the Internet
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- Key points
- Price and value are particular plus points
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- Figure 51: Attitudes towards holidays on the internet, April 2011
- Gender gap on research/reservations
- Value and reviews
- Family focus
- Low-income caution
- Online bookers believe value advantage
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- Figure 52: Attitudes towards holidays on the internet, by holiday bookings, April 2011
- Price research unaffected by specific booking
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- Figure 53: Attitudes towards holidays on the internet, by selected holidays/parts of holidays booked online, April 2011
Targeting Opportunities
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- Key points
- Target groups
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- Figure 54: Holidays on the internet target groups, April 2011
- Reviewers
- DIY
- Offline
- Unengaged
Appendix – Market Size and Forecast
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- Figure 55: Domestic holidays on the internet market volume and forecast, best and worst case scenarios, 2011-16
- Figure 56: Domestic holidays on the internet market value and forecast, best and worst case scenarios, 2011-16
- Figure 57: Overseas holidays on the internet market volume and forecast, best and worst case scenarios, 2011-16
- Figure 58: Overseas holidays on the internet market value and forecast, best and worst case scenarios, 2011-16
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Appendix – Online Holiday Booking
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- Figure 59: Holiday bookings, by demographics, April 2011
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Appendix – Online Holiday Research
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- Figure 60: Most popular online planning/research of holidays, by demographics, April 2011
- Figure 61: Next most popular online planning/research of holidays, by demographics, April 2011
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Appendix – Online Booking Specifics
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- Figure 62: Most popular holidays/parts of holidays booked online, by demographics, April 2011
- Figure 63: Next most popular holidays/parts of holidays booked online, by demographics, April 2011
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- Figure 64: Least popular holidays/parts of holidays booked online, by demographics, April 2011
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Appendix – Online Activities On/After Holiday
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- Figure 65: Online activities on/after holiday, by most popular online planning/research of holidays, April 2011
- Figure 66: Online activities on/after holiday, by next most popular online planning/research of holidays, April 2011
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- Figure 67: Online activities on/after holiday, by next most popular holidays/parts of holidays booked online, April 201 1
- Figure 68: Online activities on/after holiday, by other holidays/parts of holidays booked online, April 2011
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- Figure 69: Online activities on/after holiday, by least popular holidays/parts of holidays booked online, April 2011
- Figure 70: Most popular online activities while on holiday, by demographics, April 2011
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- Figure 71: Next most popular online activities while on holiday, by demographic, April 2011
- Figure 72: Online activities after my holiday, by demographics, April 2011
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Appendix – Attitudes Towards Holidays on the Internet
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- Figure 73: Attitudes towards holidays on the internet, by most popular online planning/research of holidays, April 2011
- Figure 74: Attitudes towards holidays on the internet, by next most popular online planning/research of holidays, April 2011
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- Figure 75: Attitudes towards holidays on the internet, by next most popular holidays/parts of holidays booked online, April 2011
- Figure 76: Attitudes towards holidays on the internet, by other holidays/parts of holidays booked online, April 2011
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- Figure 77: Attitudes towards holidays on the internet, by least popular holidays/parts of holidays booked online, April 2011
- Figure 78: Attitudes towards holidays on the internet, by most popular online activities while on holiday, April 2011
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- Figure 79: Attitudes towards holidays on the internet, by next most popular online activities while on holiday, April 2011
- Figure 80: Attitudes towards holidays on the internet, by most popular online activities after my holiday, April 2011
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- Figure 81: Attitudes towards holidays on the internet, by next most popular online activities after my holiday, April 2011
- Figure 82: Most popular attitudes towards holidays on the internet, by demographics April 2011
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- Figure 83: Next most popular attitudes towards holidays on the internet, by demographics April 2011
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Appendix – Targeting Opportunities
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- Figure 84: Attitudes towards holidays on the internet, by target groups, April 2011
- Figure 85: Holiday bookings, by target groups, April 2011
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- Figure 86: Holidays/parts of holidays booked online, by target groups April 2011
- Figure 87: Online activities on/after holiday, by target groups, April 2011
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- Figure 88: Target groups, by demographics, April 2011
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