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 overseas holidays, 2007-17
- 9 million fewer overseas bookings
- Domestic yo-yo
- Market factors
- Travel hit hardest
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- Figure 2: UK consumer expenditure, percentage change, 2007-11
- Spain retains one in four share of overseas holidays
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- Figure 3: Top 20 overseas holiday destinations, 2011
- Rate of company collapse improves
- New ATOL certificates
- Companies, brands and innovation
- Two fifths of ATOL ‘top 50’ reduce capacity
- TripAdvisor most popular online travel site
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- Figure 4: Top ten UK travel-related websites, by total unique visitors (TUV), July 2012
- Social travel wave
- Online over-50s travel sites
- Google makes a move
- The consumer
- Independent booking is double package booking
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- Figure 5: Holidays abroad taken in the last five years, July 2012
- Four in ten book for the beach
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- Figure 6: Type of holiday taken for last holiday abroad, July 2012
- Destination versus holiday type
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- Figure 7: Planning activities carried out before last holiday abroad, July 2012
- Budget-conscious bookers
- A fifth browse online reviews
- Two thirds book whole trip online
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- Figure 8: Booking methods used for last holiday abroad, July 2012
- OTA most popular online booking channel
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- Figure 9: Online booking methods used for last holiday abroad, July 2012
- Older planners and bookers most satisfied
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- Figure 10: Attitudes towards planning and booking holidays, July 2012
- Recession has made six in ten more cautious
- Confusion rises over protection
- More hassled than ever
- Company distrust
- Past it?
- What we think
Issues in the Market
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- What are the prospects for mobile holiday planning and booking?
- How important is social media in the holiday planning and booking process?
- What is the significance of Google’s move into travel?
- Where can professional intervention from travel professionals make the most difference?
- Does the traditional travel trade have anything to offer younger generations of web-savvy travellers?
Trend Application
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- Trend: Secret Secret
- Trend: Experience Is All
- 2015: Brand Intervention
Market Drivers
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- Key points
- Holiday spend worst hit…
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- Figure 11: UK consumer expenditure, 2007-11
- …but going away remains a priority
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- Figure 12: Trends in what extra money is spent on, December 2010-June 2012
- Pre-/no family/third agers take most trips abroad
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- Figure 13: Total number of trips in the last 12 months, 2012
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- Figure 14: Outbound holiday visits, by region visited, 2007-11
- One in four holidays still to Spain
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- Figure 15: Top 20 holiday destinations, 2007-11
- Pace of company failure has slowed
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- Figure 16: ATOL tour operator failures/closures in the UK in the year to 1 October 2012
- ATOL Flight-Plus changes
- More changes in pipeline
- Package Travel Directive rewrite
- Online pricing policies under scrutiny
- Google flexes travel muscles
- Tablets for travel
- Best short-haul value in four years
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- Figure 17: Annual average exchange rates for Sterling, 2007-12
Who’s Innovating?
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- Key points
- Social travel
- Customised experiences
- Pinboard wizard
- Reps become iAdvisors
- Over-50s travel booking sites
- Travel face time
- Specialist brands hit the high street
Market Size and Forecast
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- Key points
- No recovery on horizon
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- Figure 18: Overseas holiday volume, value and average expenditure, 2007-11
- Average spend dropped in 2011
- Yo-yo pattern at home
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- Figure 19: Domestic (GB) holiday volume, value and average expenditure, 2007-11
- Upmarket shift
- 8 million holidays switched?
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- Figure 20: Domestic and overseas holiday volume, 2007-17
- Figure 21: Domestic and overseas holiday expenditure, 2007-17
- Package capacity continues to be cut
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- Figure 22: Volume of overseas package and independent holidays, 2007-11
- Forecast
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- Figure 23: Volume forecast of overseas holidays, 2007-17
- Figure 24: Value* forecast of overseas holidays, 2007-17
- Figure 25: Volume forecast of domestic holidays, 2007-17
- Figure 26: Value* forecast of domestic holidays, 2007-17
- Forecast methodology
Holiday Information
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- Key points
- Six in ten use web to research
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- Figure 27: Research/information sources used for holidays/short breaks abroad taken in the last 12 months, 2011 and 2012
Holiday Bookings
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- Key points
- Half book holidays within three months of going
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- Figure 28: Length of time before holidays/short breaks abroad that bookings were made, 2011 and 2012
Market Share
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- Key points
- Big two take half of ATOL bookings
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- Figure 29: Top 50 UK tour operators ranked by ATOL passenger licences, 21 August 2012
- Two fifths have reduced capacity in 2012
- Hot Hays
- TripAdvisor is tops online
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- Figure 30: Top 50 UK travel-related websites, by total unique visitors (TUV), July 2011-July 2012
Companies and Products
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- Black Tomato
- Expedia UK
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- Figure 31: Key financials for Expedia.com Ltd, 2010 and 2011
- Flight Centre
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- Figure 32: Key financials for Flight Centre UK Ltd, 2010 and 2011
- Lastminute.com
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- Figure 33: Key financials for Last Minute Network Ltd, 2010 and 2011
- Skyscanner
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- Figure 34: Key financials for Skyscanner Ltd, 2010 and 2011
- Thomas Cook Group
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- Figure 35: Key financials for Thomas Cook Group Plc, 2010 and 2011
- Travel Counsellors
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- Figure 36: Key financials for Travel Counsellors Ltd, 2010 and 2011
- Travel Republic
- TripAdvisor
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- Figure 37: Key financials for TripAdvisor Ltd, 2009 and 2010
- TUI Travel
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- Figure 38: Key financials of TUI Travel Plc, 2010 and 2011
Holiday Taking
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- Key points
- Consumers twice as likely to book independently as package
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- Figure 39: Holidays abroad taken in the last five years, July 2012
Holiday Types
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- Key points
- Two fifths book beach
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- Figure 40: Type of holiday taken for last holiday abroad, July 2012
- Cruise/activity niches
Holiday Planning
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- Key points
- Destination first
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- Figure 41: Planning activities carried out before last holiday abroad, July 2012
- Budget mums
- Travel agent pre-booking declines
- Young travellers seek guidance
- C2DE family reliance
- Image-conscious youth
Holiday Booking Methods
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- Key points
- Two thirds book online
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- Figure 42: Booking methods used for last holiday abroad, July 2012
- Half of package bookings made online
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- Figure 43: Booking methods used for last holiday abroad, by holidays abroad taken in the last five years, July 2012
- Opportunity of the unfamiliar
- North/South agent divide
- Female bookers more communicative
- Cruise/coach phone bookings
- High phone conversion
Online Booking Methods
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- Key points
- Third of online bookers use OTA
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- Figure 44: Online booking methods used for last holiday abroad, July 2012
- One in ten book holiday via transport website
- Under-45s most likely to use OTAs
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- Figure 45: Online booking methods used for last holiday abroad, by selected holiday planning activities, July 2012
Holiday Planning and Booking Attitudes
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- Key points
- Over-55s most satisfied
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- Figure 46: Attitudes towards planning and booking holidays, July 2012
- Confusion over protection rises
- Pockets of discontent
- More hassle than before
- Itchy feet
- Nearly half distrust travel companies
- Importance of protection rises with age
- Recessionary caution, under-35 tension
- Frustrated families
- Willingness to pay for advice rises
- Health/travel gurus
- Physical reassurance
Targeting Opportunities
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- Key points
- Target groups
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- Figure 47: Holiday planning and booking process target groups, April 2012
- Self-reliant and Satisfied
- Demographic profile
- Marketing message
- Security Seekers
- Demographic profile
- Marketing message
- Restless But Wary
- Demographic profile
- Marketing message
- Indifferent
- Demographic profile
- Marketing message
Appendix – Market Size and Forecast
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- Figure 48: Forecasts for overseas holidays volume, best and worst-case scenarios, 2012-17
- Figure 49: Forecasts for overseas holidays value, best and worst-case scenarios, 2012-17
- Figure 50: Forecasts for domestic holidays volume, best and worst-case scenarios, 2012-17
- Figure 51: Forecasts for domestic holidays value, best and worst-case scenarios, 2012-17
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Appendix – Holiday Taking
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- Figure 52: Holidays abroad taken in the last five years, by demographics, July 2012
- Figure 53: Holidays abroad taken in the last five years, by demographics, July 2012 (continued)
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- Figure 54: Other holidays abroad taken in the last five years, by demographics, July 2012
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Appendix – Holiday Types
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- Figure 55: Type of holiday taken for last holiday abroad, by holidays abroad taken in the last five years, July 2012
- Figure 56: Most popular type of holiday taken for last holiday abroad, by demographics, July 2012
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- Figure 57: Next most popular type of holiday taken for last holiday abroad, by demographics, July 2012
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Appendix – Holiday Planning
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- Figure 58: Planning activities carried out before last holiday abroad, by holidays abroad taken in the last five years, July 2012
- Figure 59: Planning activities carried out before last holiday abroad, by most popular type of holiday taken for last holiday abroad, July 2012
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- Figure 60: Planning activities carried out before last holiday abroad, by next most popular type of holiday taken for last holiday abroad, July 2012
- Figure 61: Most popular planning activities carried out before last holiday abroad, by demographics, July 2012
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- Figure 62: Next most popular planning activities carried out before last holiday abroad, by demographics, July 2012
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Appendix – Holiday Booking Methods
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- Figure 63: Booking methods used for last holiday abroad, by holidays abroad taken in the last five years, July 2012
- Figure 64: Booking methods used for last holiday abroad, by most popular type of holiday taken for last holiday abroad, July 2012
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- Figure 65: Booking methods used for last holiday abroad, by next most popular type of holiday taken for last holiday abroad, July 2012
- Figure 66: Booking methods used for last holiday abroad, by most popular planning activities carried out before last holiday abroad, July 2012
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- Figure 67: Booking methods used for last holiday abroad, by next most popular planning activities carried out before last holiday abroad, July 2012
- Figure 68: Booking methods used for last holiday abroad, by demographics, July 2012
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Appendix – Online Booking Methods
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- Figure 69: Online booking methods used for last holiday abroad, by holidays abroad taken in the last five years, July 2012
- Figure 70: Online booking methods used for last holiday abroad, by type of holiday taken for last holiday abroad, July 2012
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- Figure 71: Online booking methods used for last holiday abroad, by most popular planning activities carried out before last holiday abroad, July 2012
- Figure 72: Online booking methods used for last holiday abroad, by next most popular planning activities carried out before last holiday abroad, July 2012
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- Figure 73: Most popular online booking methods used for last holiday abroad, by demographics, July 2012
- Figure 74: Next most popular online booking methods used for last holiday abroad, by demographics, July 2012
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Appendix – Holiday Planning and Booking Attitudes
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- Figure 75: Attitudes towards planning and booking holidays, by holidays abroad taken in the last five years, July 2012
- Figure 76: Attitudes towards planning and booking holidays, by most popular type of holiday taken for last holiday abroad, July 2012
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- Figure 77: Attitudes towards planning and booking holidays, by next most popular type of holiday taken for last holiday abroad, July 2012
- Figure 78: Attitudes towards planning and booking holidays, by most popular planning activities carried out before last holiday abroad, July 2012
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- Figure 79: Attitudes towards planning and booking holidays, by next most popular planning activities carried out before last holiday abroad, July 2012
- Figure 80: Attitudes towards planning and booking holidays, by booking methods used for last holiday abroad, July 2012
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- Figure 81: Attitudes towards planning and booking holidays, by online booking methods used for last holiday abroad, July 2012
- Figure 82: Attitudes towards planning and booking holidays, by online booking methods used for last holiday abroad, July 2012
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- Figure 83: Attitudes towards holiday planning and booking, by demographics, July 2012
- Figure 84: Further attitudes towards holiday planning and booking, by demographics, July 2012
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- Figure 85: Other attitudes towards holiday planning and booking, by demographics, July 2012
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Appendix – Targeting Opportunities
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- Figure 86: Holidays abroad taken in the last five years, by target groups, July 2012
- Figure 87: Type of holiday taken for last holiday abroad, by target groups, July 2012
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- Figure 88: Planning activities carried out before last holiday abroad, by target groups, July 2012
- Figure 89: Booking methods used for last holiday abroad, by target groups, July 2012
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- Figure 90: Online booking methods used for last holiday abroad, by target groups, July 2012
- Figure 91: Attitudes towards planning and booking holidays, by target groups, July 2012
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- Figure 92: Target groups, by demographics, July 2012
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