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 of package holidays overseas, market size and forecast, 2006-16
- Figure 2: Volume of independent holidays overseas, market size and forecast, 2006-16
- Figure 3: Average expenditure* on overseas package and independent holidays 2006-11
- Market factors
- Domestic dominance
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- Figure 4: Domestic vs overseas holidays volume, 2006-11
- Costs abroad
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- Figure 5: Holiday costs, top 10 cheapest, 2012
- Financial unrest
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- Figure 6: How respondents describe their financial situation, December 2011
- Companies, brands and innovation
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- Figure 7: Travel companies, by share of passengers licensed to top ten companies*, December 2011
- Innovations
- The consumer
- Type of holiday taken
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- Figure 8: Type of holidays taken in last 12 months, December 2011
- Holiday factors
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- Figure 9: Top five most important holiday factors, independent vs package holidaymakers, December 2011
- Package holiday attitudes
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- Figure 10: Top six attitudes towards package holidays, April 2011 and December 2011
- Independent holiday attitudes
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- Figure 11: Top six attitudes towards independent holidays, April 2011 and December 2011
- What we think
Issues in the Market
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- What can tour operators do to benefit from recent trends in overseas destination choice?
- How can independent holiday providers capitalise on the ‘turn to Europe’ of 2011?
- Which demographic trends offer opportunities for package and independent holiday providers, and how can they benefit?
- Will Turkey’s rise in package popularity continue?
Future Opportunities
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- Trend: Evolving Media
- Trend: Click and Connect
Internal Market Environment
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- Key points
- Overseas holiday volume stagnates
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- Figure 12: Domestic vs overseas holidays volume, 2006-11
- Overseas expenditure outpaces domestic
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- Figure 13: Domestic and overseas holidays expenditure, 2006-11
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- Figure 14: Average spend per holiday, domestic, overseas and overall, 2006-16
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- Figure 15: Holiday costs, 2012
- Low-cost flies higher
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- Figure 16: Leading UK airlines by passengers uplifted, 2006-Oct 2011
- Big two experience different fortunes
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- Figure 17: ATOL tour operator failures/closures in the UK, January 2011-12
- ATOL reform looms as consumer confusion continues
- All-inclusive increase
Broader Market Environment
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- Key points
- Exchange rate changes
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- Figure 18: Sterling exchange rates against selected currencies, annual averages, 2007-11
- Older, single, AB/C2
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- Figure 19: Trends in the age structure of the UK population, 2006-16
- Figure 20: UK households, by size, 2006-16
- Figure 21: Forecast adult population trends, by socio-economic group, 2006-16
- Broadband Britain
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- Figure 22: Broadband penetration, by demographics, 2006-11
- Double-dip possibility
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- Figure 23: GDP quarterly percentage change, Q1 2006-Q4 2011
- Figure 24: GfK NOP Consumer Confidence Index, January 2008-January 2012
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- Figure 25: Trends in how respondents would describe their financial situation, Feb 2009-Dec 2011
Competitive Context
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- Key points
- Domestic dominates holiday choice
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- Figure 26: Domestic vs overseas package and independent holidays volume, 2006-11
- Spend split
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- Figure 27: Domestic vs overseas package and independent holidays value, 2006-11
- Holidays lose out
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- Figure 28: Trends in what extra money is spent on, Nov 2009-Dec 2011
Who’s Innovating?
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- Key points
- Reps On The Beach
- TUI changes up
- Campaign trails
- Luxury expansion…
- … and budget down under
- A&K educates; Kuoni sustains
- Consumer focus
Market Size and Forecast
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- Key points
- Package share up again, but independents stay in front
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- Figure 29: Volume of overseas package and independent holidays 2006-16
- Average spend divergence
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- Figure 30: Expenditure* on overseas package and independent holidays, 2006-16
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- Figure 31: Average expenditure* on overseas package and independent holidays 2006-11
- Forecast
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- Figure 32: Volume of package holidays overseas, market size and forecast, 2006-16
- Figure 33: Value of package holidays overseas, market size and forecast, 2006-16
- Figure 34: Volume of independent holidays overseas, market size and forecast, 2006-16
- Figure 35: Value of independent holidays overseas, market size and forecast, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Turn to Europe
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- Figure 36: Overseas package and independent holidays by region, 2006-11
- Costs crunch
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- Figure 37: Total amount spent on holidays* (for self and family) in the last 12 months (excluding spending money), 2010-11
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- Figure 38: Total amount spent on short breaks* (for self and family) in the last 12 months (excluding spending money), 2010-11
- Duration grows
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- Figure 39: Time spent away on holidays/short breaks in the last 12 months, 2010-11
- Figure 40: Average overseas package and independent holiday duration, 2005-10
- All-inclusive up
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- Figure 41: Accommodation for holidays/short breaks taken in the last 12 months, 2010-11
- Beach/resort boost
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- Figure 42: Types of holidays/short breaks taken in the last 12 months, 2010-11
- Spain still number one
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- Figure 43: Top 10 independent holiday short-haul destinations by number of visits, 2006-10
- Figure 44: Top 10 package holiday short-haul destinations by number of visits, 2006-10
- Figure 45: Top 10 independent holiday long-haul destinations by number of visits, 2006-10
- Figure 46: Top 10 package holiday long-haul destinations by number of visits, 2006-10
Market Share
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- Key points
- TUI and Cook lead from the front
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- Figure 47: Overseas passengers licensed to UK travel companies, January 2012
Companies and Products
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- TUI
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- Figure 48: TUI Travel Plc UK and Ireland key financials, 2010-11
- Thomas Cook
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- Figure 49: Thomas Cook Group Plc – UK segment key financials, H1 2010-H1 2011
- Expedia
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- Figure 50: Expedia.com Ltd, key financials, 2009-10
- Gold Medal Travel Group
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- Figure 51: Gold Medal, Key financials, 2010
- Avro
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- Figure 52: Avro Limited, Key financials, UK, 2009-10
- Travelworld Vacations
- Virgin Holidays
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- Figure 53: Virgin Holidays, Key financials, UK, 2010-11
- Trailfinders
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- Figure 54: Trailfinders, Key financials, UK, 2010-11
- Jet2Holidays
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- Figure 55: Dart Group Plc, aviation, Key financials, UK, 2010-11
- On the Beach
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- Figure 56: On the Beach Ltd, Key financials, UK, 2010-11
Channels to Market
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- Key points
- Internet tops research choices
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- Figure 57: Research sources used for holidays/short breaks taken in the last 12 months, 2010-11
- Package agents
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- Figure 58: Booking methods used for holidays/short breaks taken in the last 12 months, 2010-11
Type of Holiday Taken
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- Key points
- Independents’ day
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- Figure 59: Holidays taken in last 12 months, April 2011 and December 2011
- Who takes what
- Family influence
Important Holiday Factors
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- Key points
- Factors fall
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- Figure 60: Important holiday factors, April 2011 and December 2011
- Priorities of the package vs independent holidaymakers
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- Figure 61: Important holiday factors, Independent vs package holidaymakers, December 2011
- What women want
- Accommodating age
- With the kids
Package/Independent Holiday Intentions
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- Key points
- Package preferred for unfamiliar
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- Figure 62: Package/independent holiday intentions, by country, December 2011
- The exceptions
- Spain
- United States
- Italy
- France
- Portugal
- Greece
- Cyprus
- Germany
- Austria
- Belgium
- Turkey and Egypt
- Mexico
- Tunisia
- United Arab Emirates
What People Think of Package Holidays
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- Key points
- Almost three quarters think packages save time and effort
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- Figure 63: Attitudes towards package holidays, December 2011
- Positives grow
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- Figure 64: Attitudes towards package holidays, April 2011 and December 2011
- Parent friendly
- ‘Too similar’ across the board
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- Figure 65: Attitudes towards package holidays, by most popular holidays taken in last 12 months, December 2011
What People Think of Independent Holidays
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- Key points
- Freedom, flexibility, choice
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- Figure 66: Attitudes towards independent holidays, December 2011
- Smaller shifts than package opinions
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- Figure 67: Attitudes towards independent holidays, April 2011 and December 2011
- The young and the old
- Package takers and planning
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- Figure 68: Attitudes towards independent holidays, by most popular holidays taken in last 12 months, December 2011
Targeting Opportunities
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- Key points
- Target groups
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- Figure 69: Package vs independent holiday target groups, December 2011
- High On Holidays
- Demographic profile
- Marketing message
- Independent Voters
- Demographic profile
- Marketing message
- Package Persuasion Possible
- Demographic profile
- Marketing message
- Packages Preferred
- Demographic profile
- Marketing message
- Go With The Flow
- Demographic profile
- Marketing message
Appendix – Market Size and Forecast
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- Figure 70: Volume forecast of overseas package holidays, best- and worst-case scenarios, 2011-16
- Figure 71: Value forecast of overseas package holidays, best- and worst-case scenarios, 2011-16
- Figure 72: Volume forecast of overseas independent holidays, best- and worst-case scenarios, 2011-16
- Figure 73: Value forecast of overseas independent holidays, best- and worst-case scenarios, 2011-16
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Appendix – Holidays Taken
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- Figure 74: Most popular holidays taken in last 12 months, by demographics, December 2011
- Figure 75: Next most popular holidays taken in last 12 months, by demographics, December 2011
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- Figure 76: Other holidays taken in last 12 months, by demographics, December 2011
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Appendix – Important Holiday Factors
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- Figure 77: Most important holiday factors, by demographics, December 2011
- Figure 78: Next most important holiday factors, by demographics, December 2011
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- Figure 79: Other important holiday factors, by demographics, December 2011
- Figure 80: Least popular important holiday factors, by demographics, December 2011
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Appendix – Package/Independent Holiday Intentions
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- Figure 81: Package/Independent holiday intentions, by demographics, Spain, December 2011
- Figure 82: Package/Independent holiday intentions, by demographics, France, December 2011
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- Figure 83: Package/Independent holiday intentions, by demographics, Turkey, December 2011
- Figure 84: Package/Independent holiday intentions, by demographics, Greece, December 2011
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- Figure 85: Package/Independent holiday intentions, by demographics, United States, December 2011
- Figure 86: Package/Independent holiday intentions, by demographics, Italy, December 2011
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- Figure 87: Package/Independent holiday intentions, by demographics, Egypt, December 2011
- Figure 88: Package/Independent holiday intentions, by demographics, Portugal, December 2011
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- Figure 89: Package/Independent holiday intentions, by demographics, Tunisia, December 2011
- Figure 90: Package/Independent holiday intentions, by demographics, Cyprus, December 2011
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- Figure 91: Package/Independent holiday intentions, by demographics, Austria, December 2011
- Figure 92: Package/Independent holiday intentions, by demographics, Mexico, December 2011
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- Figure 93: Package/Independent holiday intentions, by demographics, Belgium, December 2011
- Figure 94: Package/Independent holiday intentions, by demographics, Germany, December 2011
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- Figure 95: Package/Independent holiday intentions, by demographics, United Arab Emirates, December 2011
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Appendix – What People Think of Package Holidays
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- Figure 96: Attitudes towards package holidays, by most popular holidays taken in last 12 months, December 2011
- Figure 97: Attitudes towards package holidays, by next most popular holidays taken in last 12 months, December 2011
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- Figure 98: Attitudes towards package holidays, by other holidays taken in last 12 months, December 2011
- Figure 99: Attitudes towards package holidays, by most popular holiday factors, December 2011
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- Figure 100: Attitudes towards package holidays, by next most popular holiday factors, December 2011
- Figure 101: Attitudes towards package holidays, by other holiday factors, December 2011
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- Figure 102: Attitudes towards package holidays, by least popular holiday factors, December 2011
- Figure 103: Most popular attitudes towards package holidays, by demographics, December 2011
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- Figure 104: Next most popular attitudes towards package holidays, by demographics, December 2011
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Appendix – What People Think of Independent Holidays
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- Figure 105: Attitudes towards independent holidays, by most popular holidays taken in last 12 months, December 2011
- Figure 106: Attitudes towards independent holidays, by next most popular holidays taken in last 12 months, December 2011
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- Figure 107: Attitudes towards independent holidays, by other holidays taken in last 12 months, December 2011
- Figure 108: Attitudes towards independent holidays, by most popular holiday factors, December 2011
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- Figure 109: Attitudes towards independent holidays, by next most popular holiday factors, December 2011
- Figure 110: Attitudes towards independent holidays, by other holiday factors, December 2011
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- Figure 111: Attitudes towards independent holidays, by least popular holiday factors, December 2011
- Figure 112: Attitudes towards independent holidays, by most popular attitudes towards package holidays, December 2011
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- Figure 113: Attitudes towards independent holidays, by next most popular attitudes towards package holidays, December 2011
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Appendix – Targeting Opportunities
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- Figure 114: Attitudes towards package holidays by target groups, December 2011
- Figure 115: Attitudes towards independent holidays, by target groups, December 2011
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- Figure 116: Holidays taken in last 12 months, by target groups, December 2011
- Figure 117: Important holiday factors, by target groups, December 2011
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- Figure 118: Target groups, by demographics, December 2011
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