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 total short breaks, 2007-17
- Figure 2: Value forecast of total short breaks, 2007-17*
- Double dip in economy but not in short breaks
- Growth has come from domestic trips
- But overseas breaks on the up again?
- Market factors
- Regional impact
- But new routes still evolving
- Oil/petrol prices still riding high
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- Figure 3: Trends in the price of unleaded petrol in the UK, January 2011-August 2012
- Currency boost for short breaks abroad
- Head East for value
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- Figure 4: City break costs*, 2012
- Companies, brands and innovation
- Independently booked, fragmented supply
- Holiday centre breaks
- Budget hotel supply
- Transport suppliers and intermediaries lead for overseas breaks
- Short and slow…
- …and post-Mo glow
- The consumer
- Older travellers take most UK breaks
- Under-35s take most overseas trips
- Half of short breakers go to the city
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- Figure 5: Type of location visited for last short break, July 2012
- Six in ten stay in hotels/hostels
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- Figure 6: Type of accommodation used for last short break, July 2012
- Solo short breakers
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- Figure 7: Travelling companions for last short break, July 2012
- Variety is spice of short break life
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- Figure 8: Important short break factors, July 2012
- Battery charge
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- Figure 9: Attitudes towards short breaks, July 2012
- Experimentation
- Holiday splitters
- Green concerns
- What we think
Issues in the Market
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- Are overseas city breakers switching to ‘cheaper’ destinations?
- How can companies maximise the greater year-round appeal of short breaks?
- What is the potential for child-free breaks aimed at parents?
- What is the potential for cross-Channel rail breaks?
- How can high fuel prices offer an opportunity for new money-saving opportunities in the short break market?
Trend Applications
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- Trend: Eco and Ego
- Trend: Many Mes
- 2015: Old Gold
Market Drivers
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- Key points
- Economy still fails to scale Olympian heights
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- Figure 10: GDP quarterly percentage change, Q1 2004-Q2 2012
- Back to reality
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- Figure 11: Domestic and overseas holidays volume, 2007-11
- Raining on staycation parade
- Regions hit most by travel recession…
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- Figure 12: Passenger growth* at UK airports, 2001 and 2011
- …but new routes are still being launched
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- Figure 13: New routes launched/scheduled to launch by easyJet in 2011-13
- Figure 14: New routes launched/scheduled to launch by Ryanair in 2011-12
- Tunnel services – expansion delayed
- Oil prices still high
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- Figure 15: Trends in the price of crude oil, 2006-12
- Motoring misery
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- Figure 16: Trends in the price of unleaded petrol in the UK, January 2011-August 2012
- Rail fares to rise (again)
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- Figure 17: Average change in rail fares, 2004-11
- Pound offers euro holiday boost…
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- Figure 18: Monthly average exchange rates for Sterling against the US Dollar and euro, 2006-12
- Figure 19: Annual average exchange rates for Sterling against key currencies for short breaks, 2007 -12
- …but best value lies East
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- Figure 20: City break costs*, 2010-12
- Secondary Spanish cities offer hotel value
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- Figure 21: Hotel price comparison across the 50 most popular European cities, 2009-12
- Wash-out summer
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- Figure 22: Average annual temperatures in Central England, 2000-11
- Figure 23: UK weather trends, 2006-11
Who’s Innovating?
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- Key points
- New city break destinations
- Seeing the light
- Xmas markets by rail
- Mini cruise
- Riding the Olympic wave
- Unseen London
- Urban beach
- Off the grid
Market Size and Forecast
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- Key points
- Short break surge defies recession
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- Figure 24: Volume and value of the short break market, 2007-17
- Forecast
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- Figure 25: Volume forecast of total short breaks, 2007-17
- Figure 26: Value forecast of total short breaks, 2007-17*
- Figure 27: Volume forecast of overseas short breaks, 2007-17
- Figure 28: Value forecast of overseas short breaks, 2007-17*
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- Figure 29: Volume forecast of domestic short breaks, 2007-17
- Figure 30: Value forecast of domestic short breaks, 2007-17*
- Forecast methodology
Segment Performance
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- Key points
- Short breaks abroad lift after heavy fall
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- Figure 31: Overseas short break market, by volume, value and average cost, 2007-17
- Figure 32: Volume and value shares of the overseas short break market (1-3 nights), 2007-11
- UK short breaks stay strong
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- Figure 33: Domestic short break market, by volume, value and average cost, 2007-17
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- Figure 34: Domestic short breaks as a percentage of total domestic holiday volume and value, 2007-11
- Over-55s play key role in domestic market
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- Figure 35: Number of short breaks (up to four days) taken in the last 12 months, 2012
- Short break spending patterns
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- Figure 36: Total cost of holidays or short breaks (up to four days – excluding spending money) in the last 12 months, 2012
- Short breaks more evenly spread
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- Figure 37: Month holidays and short breaks (up to four days) began, 2012
- Independent short breakers
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- Figure 38: Independent vs inclusive overseas short breaks, by volume, 2007-11
- Tunnel still way below capacity
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- Figure 39: Overseas short break volume, by mode of travel, 2007-11
- Three in ten short breaks are to France
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- Figure 40: Top 20 overseas short break destinations, 2007-11
- London, Paris, Berlin are top international cities
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- Figure 41: Top 15 European cities visited, by international bed nights, 2011
- 25-34s take most city breaks
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- Figure 42: Overseas short break volume, by age, 2007-11
- Go West
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- Figure 43: Location of holidays/short break, 2012
Companies and Products
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- Butlins
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- Figure 44: Key financials for Butlins Skyline Ltd, 2009 and 2010
- Center Parcs
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- Figure 45: Key financials for Center Parcs (Operating Company) Ltd, 2010 and 2011
- easyJet
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- Figure 46: Key financials for easyJet Plc, 2010 and 2011
- Eurostar
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- Figure 47: Key financials for Eurostar International Ltd, 2009 and 2010
- Expedia
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- Figure 48: Key financials for Expedia.com Ltd, 2009 and 2010
- Lastminute.com
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- Figure 49: Key financials for Last Minute Network Ltd (lastminute.com), 2009 and 2010
- Premier Inn
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- Figure 50: Key financials for Whitbread Plc*, 2011 and 2012
- Ryanair
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- Figure 51: Key financials for Ryanair Holdings Plc, 2011 and 2012
- Superbreak
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- Figure 52: Key financials for Superbreak Mini Holidays Ltd, 2009 and 2010
- Thomas Cook
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- Figure 53: Key financials for Thomas Cook Group Plc, 2010 and 2011
- TUI Travel
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- Figure 54: Key financials for TUI Travel Plc, 2010 and 2011
- Warner Leisure Hotels
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- Figure 55: Key financials for Bourne Holidays Ltd (trading as Warner Leisure Hotels), 2009 and 2010
Channels to Market
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- Key points
- Not been there, not done that
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- Figure 56: Sources of information used for holidays and short breaks, 2012
- Shorter booking windows for short breaks
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- Figure 57: How far in advance holidays/short breaks were booked, 2012
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- Figure 58: How holidays and short breaks were booked, 2012
Short Breaks Taken in the UK
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- Key points
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- Figure 59: Short breaks taken in the UK during the past 12 months, July 2012
- Over-65s lead independent UK breaks
- Premium spenders
Short Breaks Taken Abroad
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- Key points
- Male and 25-34 bias
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- Figure 60: Short breaks taken abroad during the past 12 months, July 2012
Short Break Locations
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- Key points
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- Figure 61: Type of location visited for last short break, July 2012
- Nearly half take city breaks
Short Break Accommodation
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- Key points
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- Figure 62: Type of accommodation used for last short break, July 2012
- Six in ten stay in serviced accommodation
Short Break Travelling Companions
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- Key points
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- Figure 63: Travelling companions for last short break, July 2012
- Break from the kids
- ‘Bromance’ breaks
- Older solos
Important Factors When Choosing a Short Break
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- Key points
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- Figure 64: Important short break factors, July 2012
- Novelty is major attraction
- Shopping, romance and luxury important for package breaks
Attitudes Towards Short Breaks
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- Key points
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- Figure 65: Attitudes towards short breaks, July 2012
- Revitalisation is key message
- Travel laboratory
- Short break addicts
- Green breaks
Appendix – Market Size and Forecast
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- Figure 66: Forecasts for short breaks total volume, best and worst case scenarios, 2012-17
- Figure 67: Forecasts for short breaks total value, best and worst case scenarios, 2012-17
- Figure 68: Forecasts for overseas short breaks volume, best and worst case scenarios, 2012-17
- Figure 69: Forecasts for overseas short breaks value, best and worst case scenarios, 2012-17
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- Figure 70: Forecasts for domestic short breaks volume, best and worst case scenarios, 2012-17
- Figure 71: Forecasts for domestic short breaks value, best and worst case scenarios, 2012-17
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Appendix – Number of Short Breaks Taken
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- Figure 72: Number of short breaks (up to four days) taken at British Isles in the last 12 months, by demographics, 2012
- Figure 73: Number of short breaks (up to four days) taken at abroad in the last 12 months, by demographics, 2012
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Appendix – Short Breaks Taken in the UK
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- Figure 74: Short breaks taken in the UK during the past 12 months, by demographics, July 2012
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Appendix – Short Breaks Taken Abroad
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- Figure 75: Short breaks taken abroad during the past 12 months, by short breaks taken in the UK during the past 12 months, July 2012
- Figure 76: Short breaks taken abroad during the past 12 months, by demographics, July 2012
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Appendix – Short Break Locations
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- Figure 77: Type of location visited for last short break, by short breaks taken in the UK during the past 12 months, July 2012
- Figure 78: Type of location visited for last short break, by short breaks taken abroad during the past 12 months, July 2012
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- Figure 79: Short breaks taken in the UK during the past 12 months, by demographics, July 2012
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Appendix – Short Break Accommodation
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- Figure 80: Type of accommodation used for last short break, by short breaks taken in the UK during the past 12 months, July 2012
- Figure 81: Type of accommodation used for last short break, by short breaks taken abroad during the past 12 months, July 2012
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- Figure 82: Type of accommodation used for last short break, by demographics, July 2012
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Appendix – Short Break Travelling Companions
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- Figure 83: Travelling companions for last short break, by short breaks taken in the UK during the past 12 months, July 2012
- Figure 84: Travelling companions for last short break, by short breaks taken abroad during the past 12 months, July 2012
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- Figure 85: Travelling companions for last short break, by type of location visited for last short break, July 2012
- Figure 86: travelling companions for last short break, by demographics, July 2012
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- Figure 87: travelling companions for last short break, by demographics (continued), July 2012
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Appendix – Important Factors When Choosing a Short Break
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- Figure 88: Important short break factors, by short breaks taken in the UK during the past 12 months, July 2012
- Figure 89: Important short break factors, by short breaks taken abroad during the past 12 months, July 2012
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- Figure 90: Important short break factors, by type of location visited for last short break, July 2012
- Figure 91: Important short break factors, by type of accommodation used for last short break, July 2012
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- Figure 92: Important short break factors, by travelling companions for last short break, July 2012
- Figure 93: Important short break factors, by next most popular travelling companions for last short break (continued), July 2012
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- Figure 94: Most popular short break factors, by demographics, July 2012
- Figure 95: Next most popular short break factors, by demographics, July 2012
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- Figure 96: Other short break factors, by demographics, July 2012
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Appendix – Attitudes Towards Short Breaks
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- Figure 97: Attitudes towards short breaks, by short breaks taken in the UK during the past 12 months, July 2012
- Figure 98: Attitudes towards short breaks, by short breaks taken abroad during the past 12 months, July 2012
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- Figure 99: Attitudes towards short breaks, by type of location visited for last short break, July 2012
- Figure 100: Attitudes towards short breaks, by most popular short break factors, July 2012
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- Figure 101: Attitudes towards short breaks, by next most popular short break factors, July 2012
- Figure 102: Attitudes towards short breaks, by other short break factors, July 2012
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- Figure 103: Attitudes towards short breaks, agreement with most popular statements, by demographics, July 2012
- Figure 104: Attitudes towards short breaks, agreement with next most popular statements, by demographics, July 2012
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- Figure 105: Attitudes towards short breaks, agreement with next most popular statements (continued), by demographics, July 2012
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