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 domestic holidays (GB), 2007-17
- Market factors
- Six in ten are GB holidays
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- Figure 2: Domestic* and overseas holiday volumes and share of the market, 2007-11
- Home holiday costs high
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- Figure 3: Post Office Holiday Costs Barometer, 2012
- Spring/summer washout
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- Figure 4: Percentage change in UK temperature, rainfall and sunshine, January-July 2011 vs 2012
- Consumers feel the pinch
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- Figure 5: How respondents would describe their financial situation, July 2012
- Over six in ten are short breaks
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- Figure 6: Percentage share of short breaks, mid-length holidays and long holidays in Great Britain, by volume, 2007-11
- Spring and autumn bookings grow
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- Figure 7: Holiday volumes in Great Britain, by month, 2007-11
- Companies, brands and innovation
- Innovations
- The consumer
- Domestic holiday-taking
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- Figure 8: Types of holiday taken in the past 12 months, July 2012
- Beach/seaside breaks are top choice
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- Figure 9: Most popular types of domestic holiday, July 2012
- More planning to take domestic holidays
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- Figure 10: Trend in key attitudes towards domestic holidays, June 2011 vs July 2012
- What we think
Issues in the Market
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- After three years of the staycation trend, is domestic holiday cost still so important?
- How can domestic tourism combat poor – and apparently unpredictable – weather conditions?
- What can operators do to convert the non-domestic holidaymakers, and to encourage people heading overseas to choose Britain instead?
- Is the staycation trend likely to continue?
Trend Application
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- Prepare for the Worst
- Secret Secret
- 2015: Old Gold
Market Drivers
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- Key points
- Taking two or three trips per year most likely
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- Figure 11: Trends in total number of holiday trips taken, 2011 and 2012
- UK cities and holiday costs: not cheap
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- Figure 12: Post Office City Costs Barometer, 2012
- Figure 13: Post Office Holiday Costs Barometer, 2012
- Going away gets more expensive – tax and fuel costs rise
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- Figure 14: Air Passenger Duty per passenger, September 2012
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- Figure 15: US Gulf Coast kerosene-type jet fuel price per gallon, January 2009-July 2012
- Oil costs hit car users at home
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- Figure 16: Petrol/diesel costs, January 2009-August 2012
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- Figure 17: Change in percentage of consumers buying weekly amounts of petrol, 2007-12
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- Figure 18: Trends in car ownership since start of recession, 2009-12
- Olympics – watch at home
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- Figure 19: Average hotel prices for selected UK and international cities, 2010 and 2011
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- Figure 20: People's plans to follow the London 2012 Olympics, 2012
- The rainy (high) season
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- Figure 21: Mean UK annual temperatures and rainfall, 1960-2011
- Figure 22: UK weather trends, 2006-11
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- Figure 23: Percentage change in UK temperature, rainfall and sunshine, January-July 2011 vs 2012
- Double-dip recession drags on as consumer confidence flat lines
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- Figure 24: GDP quarterly percentage change, Q1 2007-Q3 2012
- Figure 25: UK Consumer Confidence Index, January 2008-July 2012
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- Figure 26: How respondents would describe their financial situation, July 2012
- British age profile shifts
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- Figure 27: Trends in the age structure of the UK population, 2007-17
- Campaigning and packaging
Competitive Context
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- Key points
- Leisure spending shows no signs of recovery as disposable income remains tight
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- Figure 28: Trends in what extra money is spent on, July 2010-July 2012
- Share of domestic holidays continues to grow
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- Figure 29: Domestic* and overseas holiday volumes, 2007-11
- Figure 30: Domestic vs overseas holiday expenditure, 2007-11
- European holidays on the rise
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- Figure 31: Top 15 overseas destinations for UK holidaymakers, 2007-11
- Expenditure, exchange rates and overseas holidays
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- Figure 32: Average expenditure on domestic* and overseas holidays, 2007-11
- Figure 33: Sterling to euro exchange rate and average expenditure for overseas holidays*, 2007-12
Who’s Innovating?
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- Key points
- English Tourism Week
- Apps for London and Wales
- Let the plane take the strain
- Rough Guide to cool places
- Packaging for 2013
- Monmouthpedia
- Lads’ mag stags
- Google galleries
- Local push
Market Size and Forecast
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- Key points
- Great British holidays
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- Figure 34: Volume, value and average spend on domestic holidays (GB), 2007-17
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- Figure 35: Year-on-year change in average expenditure* on holidays, 2009-11
- 2012 and beyond
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- Figure 36: Volume of GB tourism trips, all purposes, January-May 2011 vs 2012
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- Figure 37: Year-on-year percentage change in overseas holidays taken by UK residents, January-May 2012 vs June 2012
- Forecast
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- Figure 38: Volume forecast of domestic holidays (GB), 2007-17
- Figure 39: Value forecast of domestic holidays (GB), 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Short breaks on the rise while long holidays decline
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- Figure 40: Short breaks vs mid-length holidays vs long holidays in Great Britain, by volume, 2006-11
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- Figure 41: Short breaks vs mid-length holidays vs long holidays in Great Britain, by value, 2006-11
- Staycation surge outside traditional favourites
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- Figure 42: Holiday volumes in Great Britain, by region visited, 2006-11
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- Figure 43: Trends in countries/towns visited in British Isles, 2010-12
- Country holidays increasing as alternative to seaside breaks
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- Figure 44: Holiday volumes in Great Britain, by type of destination, 2006-11
- Holidaymakers opt for low-season breaks
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- Figure 45: Holiday volumes in Great Britain, by month, 2007-11
- Motoring and rail travel remain most popular options despite rising costs
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- Figure 46: Estimated holiday volumes in Great Britain, by transport mode, 2006-11
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- Figure 47: Index of rail fares vs RPI, 2004-11
- Recession response differs by age
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- Figure 48: Domestic and overseas holidays taken by people aged 16-24, 2007-11
- Figure 49: Domestic and overseas holidays taken by people aged 25-34, 2007-11
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- Figure 50: Domestic and overseas holidays taken by people aged 35-44, 2007-11
- Figure 51: Domestic and overseas holidays taken by people aged 45-54, 2007-11
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- Figure 52: Domestic and overseas holidays taken by people aged 55-64, 2007-11
- Figure 53: Domestic and overseas holidays taken by over-65s, 2007-11
Market Share
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- Key points
- Visits to attractions up in 2011
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- Figure 54: Top ten free visitor attractions, by visitor numbers, 2009-11
- Figure 55: Top ten* paid visitor attractions, by visitor numbers, 2009-11
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- Figure 56: Year-on-year percentage increase in visits to attractions, 2007-11
Companies and Products
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- Bourne Leisure Ltd
- Financial information
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- Figure 57: Key financials, Bourne Leisure, 2009 and 2010
- Figure 58: Key financials, Butlins Skyline, 2009 and 2010
- Figure 59: Key financials, Haven Leisure, 2009 and 2010
- Figure 60: Key financials, Warner Leisure Hotels, 2009 and 2010
- Butlins Skyline Ltd
- Company overview
- Recent activity
- Marketing and promotional activities
- Strategic framework/outlook
- Haven Holidays
- Company overview
- Recent activity
- Marketing and promotional activities
- Warner Leisure Hotels
- Company overview
- Marketing and promotional activities
- Center Parcs
- Company overview
- Financial information
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- Figure 61: Key financials, Center Parcs, 2010 and 2011
- Recent activity
- Hoseasons Group Ltd
- Company overview
- Recent activity
- Financial information
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- Figure 62: Key financials, Hoseasons, 2009 and 2010
- Marketing and promotional activities
- Premier Inn
- Company overview
- Recent activity
- Financial information
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- Figure 63: Key financials for Whitbread Plc*, 2011-12
- Marketing and promotional activity
- Strategic framework/outlook
- Shearings Holidays
- Company overview
- Recent activity
- Financial information
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- Figure 64: Key financials, Shearings, 2010 and 2011
- Marketing and promotional activities
- Tourist boards
- VisitEngland
- Overview
- Recent activity
- Marketing and promotional campaigns
- Strategic framework/outlook
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- Figure 65: VisitEngland Action Plan review, as of 2012
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- Figure 66: VisitEngland customer segmentation
- VisitScotland
- Overview
- Recent activity
- Financial information
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- Figure 67: VisitScotland key financials, 2009/10 and 2010/11
- Marketing and promotional campaigns
- Strategic framework/outlook
- Visit Wales
- Overview
- Marketing and promotional campaigns
- Strategic framework/outlook
- London & Partners
- Overview
- Recent activity
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- Figure 68: London: Domestic visits, nights and spend, 2007-11
- Marketing and promotional campaigns
- Northern Ireland Tourist Board
- Overview
- Recent activity
- Financial information
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- Figure 69: Northern Ireland Tourist Board key financials, 2009/10 and 2010/11
- Marketing and promotional campaigns
- Strategic framework/outlook
Channels to Market
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- Key points
- Online on the up as ‘no firm booking’ falls
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- Figure 70: Estimated volume of GB holidays, by booking method, 2006-10
- Figure 71: Estimated value of GB holidays, by booking method, 2006-10
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- Figure 72: Estimated percentages of GB holiday volume and expenditure from online booking, 2006-10
Holidays Taken
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- Key points
- Fewer people take holidays abroad; UK holiday-taking stable
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- Figure 73: Types of holiday taken in the past 12 months, 2011 and 2012
- Who goes for the UK?
Number of Domestic Holidays
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- Key points
- Seven in ten take one or two trips
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- Figure 74: Number of domestic holidays taken in last 12 months, July 2012
- Men take multiple trips
- Going abroad as well makes for more UK holidays
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- Figure 75: Number of domestic holidays taken in last 12 months, by type of holidays taken in last 12 months, July 2012
Type of Domestic Holiday
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- Key points
- Down to the beach for domestic holidaymakers
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- Figure 76: Type of domestic holiday, July 2012
- Who goes for what?
- Short breaks and the city
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- Figure 77: Type of domestic holiday, by most popular holidays taken, July 2012
Attitudes Towards Domestic Holidays
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- Key points
- One in three plan a domestic holiday
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- Figure 78: Attitudes towards domestic holidays, July 2012
- Intentions increase
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- Figure 79: Trend in key attitudes towards domestic holidays, June 2011 vs July 2012
- Young and old least likely
- Cost concerns
- The non-takers
- Domestic holidaymakers stay loyal
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- Figure 80: Attitudes towards domestic holidays, by UK or overseas holidays taken, July 2012
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- Figure 81: Attitudes towards domestic holidays, by types of UK holidays taken, July 2012
Targeting Opportunities
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- Key points
- Target groups
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- Figure 82: Domestic holidays target groups, July 2012
- Home Fans
- Demographic profile
- Marketing message
- Neutrals
- Demographic profile
- Marketing message
- Away Supporters
- Demographic profile
- Marketing message
- Not Interested
- Demographic profile
- Marketing message
Appendix – Market Size and Forecast
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- Figure 83: Volume forecast of domestic holidays (GB), best and worst case scenarios, 2012-17
- Figure 84: Value forecast of domestic holidays (GB), best and worst case scenarios, 2012-17
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Appendix – Holidays Taken
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- Figure 85: Holidays taken – any UK, any overseas, short breaks, by demographics, July 2012
- Figure 86: Holidays taken – 4+ nights, packages, independent, by demographics, July 2012
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- Figure 87: Other holidays taken, by demographics, July 2012
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Appendix – Number of Domestic Holidays
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- Figure 88: Number of domestic holidays taken, by demographics, July 2012
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Appendix – Type of Domestic Holiday
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- Figure 89: Type of domestic holiday taken, by number of domestic holidays, July 2012
- Figure 90: Type of domestic holiday taken, by demographics, July 2012
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Appendix – Attitudes Towards Domestic Holidays
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- Figure 91: Attitudes towards domestic holidays, by number of domestic holidays taken, July 2012
- Figure 92: Attitudes towards domestic holidays, by type of domestic holiday taken, July 2012
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- Figure 93: Most popular attitudes towards domestic holidays, by demographics, July 2012
- Figure 94: Next most popular attitudes towards domestic holidays, by demographics, July 2012
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- Figure 95: Other attitudes towards domestic holidays, by demographics, July 2012
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Appendix – Targeting Opportunities
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- Figure 96: Attitudes towards domestic holidays, by target groups, July 2012
- Figure 97: Holidays taken, by target groups, July 2012
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- Figure 98: Number of domestic holidays taken, by target groups, July 2012
- Figure 99: Type of domestic holiday taken, by target groups, July 2012
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- Figure 100: Target groups, by demographics, July 2012
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