Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Volume forecast of all passengers uplifted, 2006-16
- Home and away
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- Figure 2: Volume forecast of all passengers uplifted – international, 2006-16
- Figure 3: Volume forecast of all passengers uplifted – domestic, 2006-16
- Visits abroad fall 20% from peak
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- Figure 4: Visits abroad by UK residents, 2005-10
- Market factors
- Business travellers are more likely frequent fliers
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- Figure 5: Reason for air travel, by number of trips, 2010
- Sea travel surge
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- Figure 6: Percentage share of all overseas visits, by travel mode, 2005-10
- Domestic niche
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- Figure 7: Transport used on longest part of journey in UK, 2010
- Companies, brands and innovation
- easyJet growth continues
- Airline brand index
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- Figure 8: Airline brand index, May 2011
- The consumer
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- Figure 9: Air travel, June 2011
- Spain tops destinations
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- Figure 10: Top destinations flown to in the three years ended June 2011
- Flying first choice
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- Figure 11: Top five attitudes towards airlines, June 2011
- What we think
Issues in the Market
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- Will people have to pay more in order to fly in future?
- Can airlines rely on increased business travel to revive their fortunes?
- Where should LCCs look next to increase ancillary revenue?
- Is there a practical way for airlines to address continued demand for seating away from children?
Future Opportunities
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- Trend: Premiumisation and Indulgence
- Trend: Transumers
Internal Market Environment
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- Key points
- Percentage of fliers drops
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- Figure 12: Air travel in the last 12 months, 2006-10
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- Figure 13: Visits abroad by UK residents, 2005-10
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- Figure 14: Number of air journeys per year, 2006-10
- Business means heavy flying
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- Figure 15: Reason for air travel, by number of trips, 2010
- Airports and traffic
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- Figure 16: Passengers handled at BAA airports, 2007-10
- Short-haul still top
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- Figure 17: Overseas journeys (all purposes), by region, 2005-10
- Figure 18: Most popular overseas travel destinations for UK residents, 2005-10
- Flight costs to climb
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- Figure 19: Air Passenger Duty, as of November 2010
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- Figure 20: Kerosene-type jet fuel monthly average spot price and $:£ monthly average spot exchange rate, 2006-Q2 2011
- Ancillary revenues rise
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- Figure 21: Top 10 airlines, by ancillary revenue per passenger, 2010
- Figure 22: Top 10 airlines, by ancillary revenue as percentage of total, 2010
Broader Market Environment
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- Key points
- GDP growth grinding to a halt
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- Figure 23: GDP quarterly percentage change, Q1 2006-Q2 2011
- Figure 24: GfK NOP Consumer Confidence Index, January 1988-July 2011
- Older, working
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- Figure 25: Trends in the age structure of the UK population, by gender, 2006-16
- Figure 26: Forecast adult population trends, by lifestage, 2006-16
- Adding ABs
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- Figure 27: Forecast adult population trends, by socio-economic group, 2006-16
- Online, onboard
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- Figure 28: Broadband penetration, by demographics, 2006-11
Competitive Context
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- Key points
- Air travel dives
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- Figure 29: All overseas visits by air, sea and tunnel – volume, 2005-10
- Figure 30: Percentage share of all overseas visits, by travel mode, 2005-10
- High seas for holidays
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- Figure 31: All overseas holidays by air and sea and tunnel – volume, 2005-10
- Figure 32: Percentage share of all overseas holidays, by travel mode, 2005-10
- UK use low
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- Figure 33: Transport used on longest part of journey in UK, 2006-10
Who’s Innovating?
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- Key points
- Ticketing
- Onboard
- Online
- Boarding
- Carry on
- Children
- Green
- Health
- Low-cost long-haul
- Aircraft
Market Size and Forecast
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- Key points
- Flying low in 2010
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- Figure 34: Passengers uplifted, 2006-16
- LCCs climb
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- Figure 35: Total passengers uplifted by UK airlines, low-cost and full-service, 2006-11
- Fuel hits financials
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- Figure 36: Financial performance of UK airlines, 2005-09
- Forecast
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- Figure 37: Volume forecast of all passengers uplifted, 2006-16
- Figure 38: Volume forecast of all passengers uplifted – international, 2006-16
- Figure 39: Volume forecast of all passengers uplifted – domestic, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Non-scheduled shrink
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- Figure 40: Passengers uplifted, scheduled vs non-scheduled flights, 2006-11
- Slight shift to short-haul
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- Figure 41: Passengers uplifted to international destinations, short-haul vs long-haul, 2006-11
- The economy drives economy class
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- Figure 42: Trends in class usually travel on flight, 2008-10
Market Share
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- Key points
- easyJet adds each year
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- Figure 43: Passengers uplifted, by UK airlines, 2005-10
- Ryanair reaches 270+
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- Figure 44: Number of active aircraft, by airline, 2010
Brand Research
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- Brand map
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- Figure 45: Attitudes towards and usage of airline brands, May 2011
- Brand attitudes
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- Figure 46: Attitudes, by airline brand, May 2011
- Brand personality
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- Figure 47: Airline brand personality – macro image, May 2011
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- Figure 48: Airline brand personality – micro image, May 2011
- Correspondence analysis
- Brand experience
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- Figure 49: Airline brand usage, May 2011
- Figure 50: Satisfaction with various airline brands, May 2011
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- Figure 51: Consideration of airline brands, May 2011
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- Figure 52: Consumer perceptions of current airline brand performance, May 2011
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- Figure 53: Airline brand recommendation – Net Promoter Score, May 2011
- Brand index
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- Figure 54: Airline brand index, May 2011
- Figure 55: Airline brand index vs. recommendation, May 2011
- Target group analysis
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- Figure 56: Target groups, May 2011
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- Figure 57: Airline brand 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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- Virgin Atlantic Airways
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- Figure 58: Key financials for Virgin Atlantic Airways Ltd, 2009 and 2010
- Thomson Airways
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- Figure 59: Key financials for TUI Plc – UK & Ireland market, 2009 and 2010
- Thomas Cook Airlines
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- Figure 60: Key financials for Thomas Cook Group Plc – UK & Ireland, India and the Middle East segment, 2009 and 2010
- Ryanair
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- Figure 61: Key financials for Ryanair, 2010 and 2011
- Monarch Airlines
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- Figure 62: Key financials for Monarch Airlines, 2009 and 2010
- Jet2
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- Figure 63: Key financials for Jet2, 2009 and 2010
- Flybe
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- Figure 64: Key financials for Flybe, 2010 and 2011
- easyJet
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- Figure 65: Key financials for easyJet, 2009 and 2010
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- Figure 66: List of new routes announced by easyJet for 2011 (as of June 2011)
- British Midland International (bmi)
- British Airways
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- Figure 67: Key financials for British Airways, 2010
Airlines Used
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- Key points
- easyJet takes top spot
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- Figure 68: Airlines flown with, June 2011
- More money, more flying
Destinations Flown To
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- Key points
- The plane to Spain
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- Figure 69: Destinations flown to, June 2011
- Who goes where
- Whose go where
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- Figure 70: Destinations flown to, by most popular airlines flown with, June 2011
Air Experience
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- Key points
- Happy fliers
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- Figure 71: Percentage of consumers agreeing/disagreeing that they were happy flying with each airline, June 2011
- Little change year on year
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- Figure 72: Change in percentage of consumers agreeing that they were happy flying with each airline, June 2010-June 2011
- Figure 73: Change in percentage of consumers disagreeing that they were happy flying with each airline, June 2010-June 2011
What People Think of Airlines and Flying
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- Key points
- Flying first
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- Figure 74: Attitudes towards airlines, June 2011
- Flying faster
- Price priority
- Future plans
- Liking LCCs
- Airlines and attitudes
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- Figure 75: Attitudes towards airlines, by most popular airlines flown with, June 2011
- Green concerns not distanced
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- Figure 76: Attitudes towards airlines, by most popular destinations flown to, June 2011
In-flight ‘Extras’
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- Key points
- Seat choice for short-haul, legroom for long
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- Figure 77: Most important extras in flights, June 2011
- Get on board
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- Figure 78: Most important extras in flights, December 2009 vs June 2011
- Women, men, old and young
Targeting Opportunities
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- Key points
- Target groups
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- Figure 79: Airlines and flying target groups, June 2011
- No Frills Fans
- Demographic profile
- Marketing message
- Price Not Prioritised
- Demographic profile
- Marketing message
- Holiday Fliers
- Demographic profile
- Marketing message
- Non Frequent Fliers
- Demographic profile
- Marketing message
Appendix – Internal Market Environment
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- Figure 80: Trends in regions travelled by air, by purpose, 2007-10
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Appendix – Market Size and Forecast
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- Figure 81: All passengers uplifted, market volume and forecast, best and worst case scenarios, 2011-16
- Figure 82: All passengers uplifted - international, market volume and forecast, best and worst case scenarios, 2011-16
- Figure 83: All passengers uplifted - domestic, market volume and forecast, best and worst case scenarios, 2011-16
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Appendix – Brand Research
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- Figure 84: Brand usage, airlines, May 2011
- Figure 85: Brand commitment, airlines, May 2011
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- Figure 86: Brand momentum, airlines, May 2011
- Figure 87: Brand diversity, airlines, May 2011
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- Figure 88: Brand satisfaction, airlines, May 2011
- Figure 89: Brand recommendation, airlines, May 2011
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- Figure 90: Brand attitude, airlines, May 2011
- Figure 91: Brand image – macro image, airlines, May 2011
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- Figure 92: Brand image – micro image, airlines, May 2011
- Figure 93: Profile of brand research target groups, by demographics, May 2011
- Figure 94: Psychographic segmentation, by brand research target group, May 2011
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- Figure 95: Brand usage, by brand research target group, May 2011
- Brand index
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- Figure 96: Brand index, airlines, May 2011
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Appendix – Airlines Used
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- Figure 97: Most popular airlines flown with, by demographics, June 2011
- Figure 98: Next most popular airlines flown with, by demographics, June 2011
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- Figure 99: Other airlines flown with, by demographics, June 2011
- Figure 100: Least popular airlines flown with, by demographics, June 2011
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- Figure 101: Most popular airlines flown with, economy (including ‘premium economy’ or equivalent), by demographics, June 2011
- Figure 102: Next most popular airlines flown with, economy (including ‘premium economy’ or equivalent), by demographics, June 2011
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- Figure 103: Other airlines flown with, economy (including ‘premium economy’ or equivalent), by demographics, June 2011
- Figure 104: Least popular airlines flown with, economy (including ‘premium economy’ or equivalent), by demographics, June 2011
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Appendix – Destinations Flown To
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- Figure 105: Destinations flown to, by next most popular airlines flown with, June 2011
- Figure 106: Destinations flown to, by other airlines flown with, June 2011
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- Figure 107: Destinations flown to, by least popular airlines flown with, June 2011
- Figure 108: Most popular destinations flown to, by demographics, June 2011
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- Figure 109: Next most popular destinations flown to, by demographics, June 2011
- Figure 110: Other destinations flown to, by demographics, June 2011
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- Figure 111: Least popular destinations flown to, by demographics, June 2011
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Appendix – Air Experience
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- Figure 112: Most popular airlines by percentage of all fliers that had used each airline and agreed they were happy with the experience, by demographics, June 2011
- Figure 113: Next most popular airlines by percentage of all fliers that had used each airline and agreed they were happy with the experience, by demographics, June 2011
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- Figure 114: Other airlines by percentage of all fliers that had used each airline and agreed they were happy with the experience, by demographics, June 2011
- Figure 115: Least popular airlines by percentage of all fliers that had used each airline and agreed they were happy with the experience, by demographics, June 2011
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Appendix – What People Think of Airlines and Flying
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- Figure 116: Attitudes towards airlines, by next most popular airlines flown with, June 2011
- Figure 117: Attitudes towards airlines, by other airlines flown with, June 2011
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- Figure 118: Attitudes towards airlines, by least popular airlines flown with, June 2011
- Figure 119: Attitudes towards airlines, by next most popular destinations flown to, June 2011
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- Figure 120: Attitudes towards airlines, by other destinations flown to, June 2011
- Figure 121: Attitudes towards airlines, by least popular destinations flown to, June 2011
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- Figure 122: Most popular attitudes towards airlines, by demographics, June 2011
- Figure 123: Next most popular attitudes towards airlines, by demographics, June 2011
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- Figure 124: Other attitudes towards airlines, by demographics, June 2011
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Appendix – In-flight ‘Extras’
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- Figure 125: Most important extras in flights, by most popular airlines flown with, June 2011
- Figure 126: Most important extras in flights, by next most popular airlines flown with, June 2011
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- Figure 127: Most important extras in flights, by other airlines flown with, June 2011
- Figure 128: Most important extras in flights, by least popular airlines flown with, June 2011
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- Figure 129: Most important extras in flights, by most popular destinations flown to, June 2011
- Figure 130: Most important extras in flights, by next most popular destinations flown to, June 2011
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- Figure 131: Most important extras in flights, by other destinations flown to, June 2011
- Figure 132: Most important extras in flights, by least popular destinations flown to, June 2011
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- Figure 133: Most important extras in flights, by most popular attitudes towards airlines, June 2011
- Figure 134: Most important extras in flights, by next most popular attitudes towards airlines, June 2011
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- Figure 135: Most important extras in flights, by other attitudes towards airlines, June 2011
- Figure 136: Most important extras in flights, by least popular attitudes towards airlines, June 2011
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- Figure 137: Most popular extras in flight length under four hours, by demographics, June 2011
- Figure 138: Next most popular extras in flight length under four hours, by demographics, June 2011
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- Figure 139: Other extras in flight length under four hours, by demographics, June 2011
- Figure 140: Least popular extras in flight length under four hours, by demographics, June 2011
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- Figure 141: Most popular extras in flight length over four hours, by demographics, June 2011
- Figure 142: Next most popular extras in flight length over four hours, by demographics, June 2011
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- Figure 143: Other extras in flight length over four hours, by demographics, June 2011
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Appendix – Targeting Opportunities
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- Figure 144: Attitudes towards airlines, by target groups, June 2011
- Figure 145: Airlines flown with, by target groups, June 2011
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- Figure 146: Destinations flown to, by target groups, June 2011
- Figure 147: Percentage of consumers agreeing that they were happy flying with each airline, by target groups, June 2011
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- Figure 148: Most important extras in flights, by target groups, June 2011
- Figure 149: Target groups, by demographics, June 2011
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