Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Short-haul holidays market volume size and forecast 2006-16
- Figure 2: Short-haul holidays market value size and forecast 2006-16*
- Short-haul hit harder than long-haul
- Family decline
- Average spend increase
- Geopolitical boost but environment stays tough
- Market factors
- Pound still weak but resort costs fall
- APD ups and downs
- Staycation effect not over
- All-inclusive grows in Europe
- Non-aviation share rises
- Turkey the only short-haul growth destination
- Top six destinations account for three quarters of market
- Companies, brands and innovation
- Major operators focus on differentiated and all-inclusive product
- Medium-haul growth
- easyJet challenge
- New direct rail services planned
- Capacity expansion on Dover Straits
- Making the journey part of the holiday
- Escorted tours expansion
- European adventures
- The consumer
- Half of ABC1s took a short-haul holiday
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- Figure 3: Short-haul destinations visited, April 2011
- Malta, Scandinavia, Cyprus and Portugal highest potential for new visitors
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- Figure 4: Types of short-haul holiday taken, April 2011
- Beach holidays and city breaks dominate
- Active potential
- Value-for-money perception
- Flexible durations preferred
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- Figure 5: Short-haul holidays target groups, April 2011
- What we think
Issues in the Market
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- Has the recession changed where people choose to go on holiday in Europe?
- What is the likely impact of proposed changes to Air Passenger Duty (APD)?
- Are short-haul holidays still threatened by the staycation factor?
- Is the two-week summer holiday in the Med increasingly a thing of the past?
- What are the prospects for non-aviation travel modes?
Future Opportunities
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- Trend: Immaterial World
- Trend: Slow It All Down
Internal Market Environment
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- Key points
- Signs of growth but outlook still uncertain
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- Figure 6: Domestic vs overseas holidays, 2005-10
- Figure 7: Domestic vs overseas holidays expenditure, 2005-10
- Spain has cheapest resort costs
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- Figure 8: Holiday resort living costs, 2011
- Poland and Spain cheapest overall
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- Figure 9: Holiday resort costs, including living costs, accommodation and flights, 2011
- APD changes could squeeze short-haul
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- Figure 10: Air Passenger Duty, as of November 2010
- Oil prices remain high
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- Figure 11: Crude oil prices, 2005-11
- Pump prices could deter self-drive holidays
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- Figure 12: UK petrol prices (unleaded 95 octane pence per litre), July 2010-June 2011
- Figure 13: European petrol prices (unleaded 95 octane) by country, June 2011*
Broader Market Environment
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- Key points
- Income decline the biggest since 1977
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- Figure 14: GDP quarterly percentage change, Q1 2004-Q1 2011
- Figure 15: UK Consumer Confidence Index, July 2010-June 2011
- AB growth could help
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- Figure 16: Forecast adult population trends, by socio-economic group, 2006-16
- Over-55 growth to boost slow short-haul demand
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- Figure 17: Trends in the age structure of the UK population, by gender, 2006-16
- Sterling still weak
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- Figure 18: Annual average exchange rates for Sterling, 2007-11
Competitive Context
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- Key points
- Short-haul hit hardest by recession
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- Figure 19: Long-haul vs short-haul holiday volume and expenditure, at current prices, 2005-10
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- Figure 20: Overseas holidays volume, by region, 2005-10
- Long-haul threat weaker in 2011
- Domestic switching
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- Figure 21: Short-haul vs domestic holiday volume and expenditure, at current prices, 2005-10
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- Figure 22: Short-haul vs long-haul vs domestic holiday volume as a percentage of all holidays, 2005-10
- Staycation continues in 2010
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- Figure 23: Short-haul vs long-haul vs domestic 1-3 night holiday volume as a percentage of all 1-3 night holidays, 2006-10
- Figure 24: Short-haul vs long-haul vs domestic 4+ night holiday volume as a percentage of all 4+ night holidays, 2006-10
Who’s Innovating?
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- Key points
- Escorted tours diversify
- Grass-roots Eastern Europe
- Short-haul adventures
- Couples only
- Gastro-tourism route
- Disabled travel
Market Size and Forecast
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- Key points
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- Figure 25: Short-haul holidays volume and expenditure, 2006-16
- Past and present
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- Figure 26: Short-haul holidays volume annual percentage change, 2001-10
- Forecast
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- Figure 27: Short-haul holidays market volume size and forecast 2006-16
- Figure 28: Short-haul holidays market value size and forecast 2006-16*
- Forecast methodology
Segment Performance
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- Key points
- Turkey the only growth destination since 2008
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- Figure 29: Top 25 short-haul holiday destinations, 2005-10
- Pre-recessionary trends
- The bigger picture
- Package gains slightly in 2010
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- Figure 30: Package vs independent short-haul volume and expenditure*, 2005-10
- Safeguarding the summer holiday
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- Figure 31: Seasonality of short-haul holidays, 2006-10
- Non-aviation share rises
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- Figure 32: Short-haul holidays, by transport mode, 2005-10
- Holiday fore-shortening
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- Figure 33: Short-haul holidays, by duration, 2005-10
- Family market falls furthest
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- Figure 34: Short-haul holidays, by age, 2006-10
- Beach dominates short-haul
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- Figure 35: Types of holidays taken in the last 12 months, 2010
- Cost control vs authenticity
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- Figure 36: Accommodation for holidays taken in the last 12 months, 2010
- Over half spend £1,000 or more on longer holidays
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- Figure 37: Total amount spent on holidays (5 days or more) for self and family in the last 12 months (excluding spending money), 2010
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- Figure 38: Total amount spent on short breaks (1-4 days) for self and family in the last 12 months (excluding spending money), 2010
Brand Research
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- Brand map
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- Figure 39: Attitudes towards short-haul holiday destinations, May 2011
- Brand attitudes
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- Figure 40: Attitudes by short-haul holiday destination, May 2011
- Brand personality
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- Figure 41: short-haul holiday destination personality – macro image, May 2011
- Correspondence analysis
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- Figure 42: short-haul holiday destination brand personality – micro image, May 2011
- Brand experience
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- Figure 43: Satisfaction with various short-haul holiday destinations, May 2011
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- Figure 44: Consideration of short-haul holiday destinations, May 2011
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- Figure 45: Consumer perceptions of current short-haul holiday destination performance, May 2011
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- Figure 46: Short-haul holiday destination recommendation – Net Promoter Score, May 2011
- Brand index
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- Figure 47: Short-haul holiday destination index, May 2011
- Figure 48: Short-haul holiday destination index vs. recommendation, May 2011
- Target group analysis
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- Figure 49: Target groups, May 2011
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- Figure 50: Short-haul holiday destination usage, by target groups, May 2011
- 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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- Brittany Ferries
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- Figure 51: Key financials for BAI (UK) Limited (Brittany Ferries), 2008 and 2009
- Cosmos/Monarch
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- Figure 52: Key financials for Monarch Holdings Plc, 2009 and 2010
- easyJet
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- Figure 53: Key financials for easyJet, 2009 and 2010
- Eurostar
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- Figure 54: Key financials for Eurostar, 2009 and 2010
- Expedia
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- Figure 55: Key financials for Expedia.com Limited UK, 2008 and 2009
- Olympic Holidays (Travelworld Vacations Ltd)
- P&O Ferries
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- Figure 56: Key financials for P&O Ferries Division Holdings Limited, 2008 and 2009
- Ryanair
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- Figure 57: Key financials for Ryanair, 2009 and 2010
- Thomas Cook
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- Figure 58: Key financials for Thomas Cook Group Plc – UK & Ireland, India and the Middle East segment, 2009 and 2010
- TUI
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- Figure 59: Key financials for TUI Plc – UK & Ireland market, 2009 and 2010
Channels to Market
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- Key points
- Half of travellers booked via a travel shop
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- Figure 60: Research/information sources used for holidays taken in the last 12 months, 2010
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- Figure 61: Methods of booking used for holidays abroad taken in the last 12 months, 2010
Short-haul Holiday-taking
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- Key points
- Nearly half of consumers go short-haul
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- Figure 62: Short-haul holidays taken in the last 12 months, April 2011
- Independent twice as popular as package
European Countries Visited
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- Key points
- Three quarters of Britons have visited France and/or Spain
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- Figure 63: Short-haul destinations visited, April 2011
- South prefers France, North prefers Spain
- Other destination profiles
- Destinations with growth potential
Short-haul Holiday Types
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- Key points
- Beach and city dominate
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- Figure 64: Types of short-haul holiday taken, April 2011
- AB/C2s head all-inclusive drive
- Activity potential
Short-haul Holiday Attitudes
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- Key points
- Positive attitudes but pockets of restlessness
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- Figure 65: Attitudes towards short-haul holidays, April 2011
- Itchy feet
- Flexibility wanted
- A fifth are aviation-averse
Targeting Opportunities
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- Key points
- Target groups
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- Figure 66: Short-haul holidays target groups, April 2011
- Mad on the Med
- Demographic profile
- Marketing message
- Euro Explorers
- Demographic profile
- Marketing message
- Slow Short-haulers
- Demographic profile
- Marketing message
- Short-haul on a Shoestring
- Demographic profile
- Marketing message
Appendix – Short-haul Holiday-taking
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- Figure 67: Most popular short-haul holidays taken in the last 12 months, by demographics, April 2011
- Figure 68: Next most popular short-haul holidays taken in the last 12 months, by demographics, April 2011
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Appendix – European Countries Visited
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- Figure 69: Most popular short-haul destinations visited in the last three years, by demographics, April 2011
- Figure 70: Next most popular short-haul destinations visited in the last three years, by demographics, April 2011
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- Figure 71: Other short-haul destinations visited in the last three years, by demographics, April 2011
- Figure 72: Most popular short-haul destinations never been but would like to go, by demographics, April 2011
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- Figure 73: Next most popular short-haul destinations never been but would like to go, by demographics, April 2011
- Figure 74: Other short-haul destinations never been but would like to go, by demographics, April 2011
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Appendix – Short-haul Holiday Types
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- Figure 75: Most popular types of short-haul holiday taken in the last three years, by demographics, April 2011
- Figure 76: Next most popular types of short-haul holiday taken in the last three years, by demographics, April 2011
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- Figure 77: Other types of short-haul holiday taken in the last three years, by demographics, April 2011
- Figure 78: Most popular types of short-haul holiday never taken but would like to go, by demographics, April 2011
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- Figure 79: Next most popular types of short-haul holiday never taken but would like to go, by demographics, April 2011
- Figure 80: Other types of short-haul holiday never taken but would like to go, by demographics, April 2011
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Appendix – Short-haul Holiday Attitudes
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- Figure 81: Attitudes towards short-haul holidays, by most popular short-haul holidays taken in the last 12 months, April 2011
- Figure 82: Attitudes towards short-haul holidays, by most popular short-haul destinations visited in the last three years, April 2011
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- Figure 83: Attitudes towards short-haul holidays, by next most popular short-haul destinations visited in the last three years, April 2011
- Figure 84: Attitudes towards short-haul holidays, by other short-haul destinations visited in the last three years, April 2011
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- Figure 85: Attitudes towards short-haul holidays, by most popular types of short-haul holiday taken in the last three years, April 2011
- Figure 86: Attitudes towards short-haul holidays, by next most popular types of short-haul holiday taken in the last three years, April 2011
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- Figure 87: Attitudes towards short-haul holidays, by other types of short-haul holiday taken in the last three years, April 2011
- Figure 88: Attitudes towards short-haul holidays, by demographics, April 2011
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- Figure 89: Further attitudes towards short-haul holidays, by demographics, April 2011
- Figure 90: Further attitudes (continued) towards short-haul holidays, by demographics, April 2011
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Appendix – Targeting Opportunities
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- Figure 91: Short-haul holidays taken in the last 12 months, by target groups, April 2011
- Figure 92: Short-haul destinations visited, by target groups, April 2011
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- Figure 93: Types of short-haul holiday taken, by target groups, April 2011
- Figure 94: Attitudes towards short-haul holidays, by target groups, April 2011
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- Figure 95: Target groups, by demographics, April 2011
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Appendix – Brand Research
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- Figure 96: Destination usage, May 2011
- Figure 97: Destination commitment, May 2011
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- Figure 98: Destination momentum, May 2011
- Figure 99: Destination diversity, May 2011
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- Figure 100: Destination satisfaction, May 2011
- Figure 101: Destination recommendation, May 2011
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- Figure 102: Destination attitude, May 2011
- Figure 103: Destination image – Macro image, May 2011
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- Figure 104: Destination image – Micro image, May 2011
- Figure 105: Profile of target groups, by demographics, May 2011
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- Figure 106: Psychographic segmentation, by target group, May 2011
- Figure 107: Destination usage, by target groups, May 2011
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- Figure 108: Destination brand index, May 2011
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