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 short breaks, 2006-16
- Figure 2: Value forecast of short breaks, 2006-16
- Domestic switch
- Market factors
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- Figure 3: Indexed trends in numbers of scheduled passengers carried by Ryanair and easyJet, 2006-10
- Income squeezed
- Demographics and currency
- Companies, brands and innovation
- The consumer
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- Figure 4: Types of short break taken in the past 12 months, June 2011
- Where to – overseas
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- Figure 5: Top five overseas short break destinations in the past 12 months, June 2011
- Where to – UK
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- Figure 6: UK locations visited on short break in past 12 months, June 2011
- Breaking up the working year
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- Figure 7: Top five attitudes towards short breaks, June 2011
- What we think
Issues in the Market
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- Where are the main opportunities for upselling/trading up in the market?
- What opportunities exist for expanding the range of travel options offered for short breaks?
- Having grown its share during the recession how can the UK maintain its appeal when the economy improves?
- How can short break operators tap into the ‘Switch Off’ trend?
Future Opportunities
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- Trend: Prepare for the Worst
- Trend: Decline of Deference
Internal Market Environment
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- Key points
- Low-cost airlines sector continue to drive independent travel…
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- Figure 8: Scheduled passengers carried by main low-cost airlines, 2006-10
- … and boost UK airport traffic volumes
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- Figure 9: Passenger growth at UK airports, 2000-10
- Air Passenger Duty rises make air travel less attractive
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- Figure 10: Air Passenger Duty, as of November 2010
- The ferries and trains fights back
- Oil prices cause concern
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- Figure 11: Trends in the price of crude oil, 2006-11
- Figure 12: Kerosene-Type Jet Fuel monthly average Spot Price and US$:£ monthly average spot exchange rate, 2006-May 2011
- Come rain or shine
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- Figure 13: UK weather trends, 2006-10
- Eastern Europe offers bargain short-breaks
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- Figure 14: City break costs, 2011 vs 2010
Broader Market Environment
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- Key points
- Economic weakness stifles consumer spending…
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- Figure 15: GDP, PDI, consumer expenditure and savings, at constant 2006 prices, 2006-16
- … as UK economy teeters on verge of double-dip
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- Figure 16: GDP quarterly percentage change, Q1 2004-Q1 2011
- Consumer confidence ebbs away
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- Figure 17: GfK NOP Consumer Confidence Index, January 1988-May 2011
- Economy and finances are consumers’ biggest concerns
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- Figure 18: Trends in personal concerns, March 2010-March 2011
- Older age group growth set to benefit domestic short breaks most
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- Figure 19: Trends in the age structure of the UK population, 2006-16
- AB growth positive for short breaks industry
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- Figure 20: Forecast adult population trends, by socio-economic group, 2006-16
- Older consumers gradually adopting internet
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- Figure 21: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2006-10
- Exchange rate trends favour domestic breaks
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- Figure 22: Monthly average exchange rates for Sterling against the US Dollar and euro, 2006-May 2011
- Happy holidays
- Traffic travails
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- Figure 23: Trends in the number of licensed cars in Great Britain, 2006-11
Competitive Context
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- Key points
- Holidays at home gain from downturn…
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- Figure 24: Domestic vs overseas holidays, 2006-10
- … but overseas holidays take bulk of spend
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- Figure 25: Domestic and overseas holidays expenditure, 2006-10
- Figure 26: Outbound holiday visits, by region visited, 2006-10
- Overseas short breaks take relatively small share
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- Figure 27: Volume and value of the overseas short break market (1-3 nights) and overall holidays, 2006-10
- Short breaks important part of domestic holidays market
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- Figure 28: Volume and value of the domestic short break market (1-3 nights) and overall holidays, 2006-10
Who’s Innovating?
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- Key points
- easyJet branches out into holidays market
- The group buy comes to short breaks
- Olympics packages offer guaranteed tickets
- Inspire and go
- Tweet and fly
- Apps for all
- Skyscanner moves to offer comparison of travel modes
Market Size and Forecast
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- Key points
- Market set to grow in 2011 as domestic breaks hold up
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- Figure 29: Short breaks market value and volume trends, 2006-16
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- Figure 30: Number of short breaks (three nights or less) taken in the last 12 months, 2010
- Forecast
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- Figure 31: Volume forecast of short breaks, 2006-16
- Figure 32: Value forecast of short breaks, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Domestic breaks dominate
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- Figure 33: Short breaks market by volume, value and average cost, 2006-10
- Domestic short breaks
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- Figure 34: Domestic short breaks market value and volume trends, 2006-11
- Most domestic short breakers take 1-3 trips
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- Figure 35: Number of short breaks taken in UK (three nights or less) in the last 12 months, 2010
- City breaks predominate
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- Figure 36: Type of short break taken in UK, 2010
- London pull is greater for short breaks
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- Figure 37: Location of UK short break, 2010
- UK offers budget breaks
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- Figure 38: Total cost of holiday (excluding spending money), 2010
- The car is king
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- Figure 39: Main method of transport used for UK short break, 2010
- Spring breaks most popular
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- Figure 40: Month UK short break began, 2010
- B&B option favoured
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- Figure 41: Type of accommodation used for UK short break, 2010
- Overseas short breaks
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- Figure 42: Overseas short breaks market value and volume trends, 2006-11
- One trip is the norm for overseas breaks
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- Figure 43: Number of overseas short breaks (three nights or less) taken in the last 12 months, 2010
- City breaks outnumber all other types
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- Figure 44: Type of overseas short break taken, 2010
- Independent breaks gain share
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- Figure 45: Independent versus inclusive overseas short breaks, by volume, 2005-10
- Figure 46: The relative cost of independent vs. inclusive overseas short break holidays, 2007-10
- Ferries and tunnel gain share
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- Figure 47: Overseas short break volume, by mode of travel, 2006-10
- France is the clear overseas favourite
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- Figure 48: Location of overseas short break, 2010
- Figure 49: Percentage share of overseas short break market, by destination, 2005-10
- Overseas short break spending most likely to be under £500
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- Figure 50: Total cost of overseas short breaks (excluding spending money), 2010
- Flying and driving dominates overseas short break-taking
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- Figure 51: Main method of transport used for overseas short break, 2010
- Spring and autumn most popular times for overseas short breaks
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- Figure 52: Month overseas short break began, 2010
- Bed and breakfast most popular accommodation format
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- Figure 53: Type of accommodation used for overseas short break, 2010
Companies and Products
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- Thomas Cook plc
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- Figure 54: Key financials for Thomas Cook Group Plc – UK & Ireland, India and Middle East segment, 2009-10
- TUI Travel plc
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- Figure 55: Key financials for TUI Plc – UK & Ireland market, 2009-10
- Expedia
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- Figure 56: Key financials for Expedia.com Limited, 2008-09
- Lastminute.com (Last Minute Network Ltd)
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- Figure 57: Key financials for Last Minute Network Limited, 2008-09
- Skyscanner Ltd
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- Figure 58: Key financials for Skyscanner Ltd, 2009-10
- Travelrepublic.co.uk (Travel Republic Ltd)
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- Figure 59: Key financials for Travel Republic Limited, 2009-10
- Travelsupermarket.com
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- Figure 60: Key financials for Travelsupermarket.com, 2009-10
- Travelzoo
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- Figure 61: Key financial highlights, Travelzoo (Europe) Limited, 2008-09
- Cheapflights Media Ltd
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- Figure 62: Key financials for Cheapflights Media Ltd, 2008-09
- Superbreak
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- Figure 63: Key financials for Superbreak Mini-Holidays Ltd, 2009-10
- easyJet
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- Figure 64: easyJet annual results, 2009-10
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- Figure 65: List of other new easyJet routes announced for 2011
- Ryanair Holdings plc
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- Figure 66: Key financials for Ryanair Holdings plc, 2010-11
- Eurostar
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- Figure 67: Key financials for Eurostar, 2009-10
Channels to Market
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- Key points
- Domestic short breaks
- Rise of the late booker
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- Figure 68: How far in advance UK short break was booked, 2010
- Figure 69: How far in advance overseas short break was booked, 2010
- Do-it-Yourself
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- Figure 70: How UK short break was booked, 2010
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- Figure 71: How overseas short break was booked, 2010
- Net profit
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- Figure 72: Booking method for UK short break, 2010
- Online and word of mouth main information sources
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- Figure 73: Sources of information used for UK short break, 2010
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- Figure 74: Sources of information used for overseas short break, 2010
Types of Holiday Taken in Past Year
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- Key points
- Three in ten have taken a short break
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- Figure 75: Types of holiday taken in the past 12 months, June 2011
- Half of overseas short break takers have taken a UK short break too
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- Figure 76: Types of holiday taken in the past 12 months, by most popular types of holiday taken in the past 12 months, June 2011
- Overseas independent short break takers most likely to book packages too
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- Figure 77: Types of holiday taken in the past 12 months, by next most popular types of holiday taken in the past 12 months, June 2011
Main Factors Influencing Choice of Destination
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- Key points
- Geographical and cultural broadening of horizons drives break choice
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- Figure 78: Factors influencing choice of short break destination, June 2011
- Overseas break-takers most interested in city culture and cuisine
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- Figure 79: Factors influencing choice of short break destination, by most popular types of holiday taken in the past 12 months, June 2011
- Figure 80: Factors influencing choice of short break destination, by next most popular types of holiday taken in the past 12 months, June 2011
- The need to disconnect could be the antidote to a city break
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- Figure 81: Factors influencing choice of short break destination, by most popular factors influencing choice of short break destination, June 2011
- Figure 82: Factors influencing choice of short break destination, by next most popular factors influencing choice of short break destination, June 2011
Most Popular Foreign Short Break Destinations
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- Key points
- France and Spain most popular overseas short break destinations
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- Figure 83: Foreign short break destinations visited in the past 12 months, June 2011
Most Popular UK Short-Break Locations
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- Key points
- Britons do like to be beside the seaside
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- Figure 84: UK locations visited on holiday/short break in past 12 months, June 2011
Attitudes Towards Short Breaks
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- Key points
- Breaks help make time between main holidays more bearable
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- Figure 85: Attitudes towards short breaks, June 2011
- Car takes precedence for UK trips
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- Figure 86: Attitudes towards short breaks, by most popular types of holiday taken in the past 12 months June 2011
- Overseas independent break-takers most adventurous but take hit on costs
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- Figure 87: Attitudes towards short breaks, by next most popular types of holiday taken in the past 12 months June 2011
Targeting Opportunities
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- Key points
- Target groups
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- Figure 88: Short breaks target groups, June 2011
- Connoisseurs
- Demographics
- Marketing message
- Adventurers
- Demographics
- Marketing message
- Recession-hit
- Demographics
- Marketing message
- Traditionalists
- Demographics
- Marketing message
- Disenchanted
- Demographics
- Marketing message
- Connoisseurs and Recession-hit are key short break-takers
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- Figure 89: Types of holiday taken in the past 12 months, by target groups, June 2011
- Figure 90: Factors influencing choice of short break destination, by target groups, June 2011
- Connoisseurs seek out the seaside
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- Figure 91: UK locations visited on holiday or short break in past 12 months, by target groups, June 2011
Appendix – Market Size and Forecast
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- Figure 92: Short breaks market volume and forecast, best and worst case scenarios, 2011-16
- Figure 93: Short breaks market value and forecast, best and worst case scenarios, 2011-16
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Appendix – Broader Market Environment
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- Figure 94: Monthly average exchange rates for Sterling against the US Dollar and euro, July 2006-May 2011
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Appendix – Types of Holiday Taken in the Past Year
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- Figure 95: Most popular types of holiday taken in the past 12 months, by demographics, June 2011
- Figure 96: Next most popular types of holiday taken in the past 12 months, by demographics, June 2011
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- Figure 97: Other types of holiday taken in the past 12 months, by demographics, June 2011
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Appendix – Main Factors Influencing Choice of Destination
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- Figure 98: Most popular factors influencing choice of short break destination, by demographics, June 2011
- Figure 99: Next most popular factors influencing choice of short break destination, by demographics, June 2011
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Appendix – Most Popular Foreign Short Break Destinations
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- Figure 100: Foreign short break destinations visited in the past 12 months, by people who have taken a short break overseas anywhere and in France in the past 12 months June 2011
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Appendix – Most Popular UK Short-Break/Holiday Locations
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- Figure 101: UK locations visited on holiday or short break in past 12 months, by demographics, June 2011
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Appendix – Attitudes Towards Short Breaks
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- Figure 102: Most popular attitudes towards short breaks, by demographics, June 2011
- Figure 103: Next most popular attitudes towards short breaks, by demographics, June 2011
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Appendix – Targeting Opportunities
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- Figure 104: Attitudes towards holidays in the UK, by demographics, June 2011 (short breaks clusters)
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