Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Estimated overseas holiday market volume, 2007-17
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- Figure 2: Estimated domestic holiday market volume, 2007-17
- Market factors
- Consumer awareness of ATOL protection set to improve in 2013
- Holidaymakers fail to take advantage of favourable exchange rates
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- Figure 3: Average monthly midpoint exchange rates for GBP against key currencies, by % change, 2008-12
- Tourist expenditure abroad posts signs of recovery
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- Figure 4: Seasonally adjusted UK tourist expenditure abroad vs. total household final consumption expenditure, 2002-12
- High aviation fuel prices dampen demand for long-haul holidays
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- Figure 5: Index of jet fuel prices, USD per gallon, January 2009-November 2012
- High petrol prices fail to dissuade domestic holidaymakers from driving
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- Figure 6: Index of UK petrol prices, UK pence per litre, January 2009-November 2012
- Market share
- easyJet and BA consolidate market share at the top of the table
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- Figure 7: Passengers uplifted, by top ten UK airlines, 2011 and 2012
- Passengers licensed by Thomas Cook fell 18% year on year
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- Figure 8: Passengers licensed under ATOL protection, by top ten ATOL holders, 2011 and 2012
- The consumer
- A quarter of adults did not go on holiday in 2012
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- Figure 9: Type of holidays taken in the past 12 months, November 2012
- Beach, family and city break holidays continue to dominate
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- Figure 10: Type of holidays taken in the past five years and last holiday taken, November 2012
- Online booking method dominates across every holiday type
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- Figure 11: Booking method used, November 2012
- More than half of consumers view holidays as a necessary spend
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- Figure 12: Attitudes towards holidays, November 2012
- A third of consumers have cut back on the number of holidays they take
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- Figure 13: Effects of the poor economic climate, November 2012
- What we think
Issues in the Market
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- Will the impact of unrest in the Middle East and North Africa continue into 2013?
- Will economic growth in 2013 see a reversal of the trend towards domestic holidays?
- How can the industry adapt to the rise of smartphone and tablet devices?
- How do environmental concerns affect holidaymaker decision-making?
Trend Application
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- Greenfluencers
- Prepare for the Worst
Market Drivers
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- Key points
- Consumer awareness of ATOL protection set to improve in 2013
- Extension of Flight Plus ATOL to cover UK airlines a possibility in 2013
- Holidaymakers fail to take advantage of favourable exchange rates
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- Figure 14: Average monthly midpoint exchange rates for GBP against key currencies, by % change, 2008-12
- Tourist expenditure abroad posts signs of recovery
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- Figure 15: Seasonally adjusted UK tourist expenditure abroad vs. total household final consumption expenditure, 2002-12
- High aviation fuel prices dampen demand for long-haul holidays
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- Figure 16: Index of jet fuel prices, USD per gallon, January 2009-November 2012
- High petrol prices fail to dissuade domestic holidaymakers from driving
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- Figure 17: Index of UK petrol prices, UK pence per litre, January 2009-November 2012
- No major operator failures in 2012
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- Figure 18: ATOL tour operator failures/closures in the UK, December 2011-November 2012
- Internet dominates as a research source for holiday booking
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- Figure 19: Sources used to get information for all holidays and short breaks, 2010 and 2012
Who's Innovating?
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- Key points
- Air New Zealand seeks to cash in on The Hobbit movie release
- TripAdvisor launches partnership with ethical micro-lending website Kiva
- Virgin Atlantic and British Airways offer mobile boarding passes
- Princess Cruises unveils new fitness facilities
Market Size and Forecast
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- Key points
- Total holiday market value to increase to £38.2 billion in 2017
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- Figure 20: Estimated total holiday market volume and value, 2007-17
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- Figure 21: Estimated total holiday market value, 2007-17
- Figure 22: Estimated total holiday market volume, 2007-17
- Recovery in the overseas market unlikely
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- Figure 23: Estimated overseas holiday market volume and value, 2007-17
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- Figure 24: Estimated overseas holiday market volume, 2007-17
- Figure 25: Estimated overseas holiday market value, 2007-17
- Domestic market value growth to outpace volume growth
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- Figure 26: Estimated domestic holiday market volume and value, 2007-17
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- Figure 27: Estimated domestic holiday market volume, 2007-17
- Figure 28: Estimated domestic holiday market value, 2007-17
- Forecast methodology
- Fan chart explanation
Segment Performance
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- Key points
- 2011 upturn in overseas package segment partly nullified in 2012
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- Figure 29: Volume of overseas holidays, by holiday type, 2007-12
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- Figure 30: Volume of overseas holidays, by holiday type, 2007-12
- Greece replaces Portugal as fourth most popular overseas destination
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- Figure 31: Top 20 overseas holiday destinations, by volume, 2011 and 2012
- Greece attracts 183,000 extra trips
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- Figure 32: Top ten best-performing overseas holiday destinations, by volume change, 2011 and 2012
- Holidays to Thailand increase by 18%
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- Figure 33: Top ten best-performing overseas holiday destinations, by volume % change, 2011 and 2012
- Turkey sees decline of over a third of a million trips
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- Figure 34: Top ten worst-performing overseas holiday destinations, by volume change, 2011 and 2012
- Egypt suffers a 37% decline in number of trips
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- Figure 35: Top ten worst-performing overseas holiday destinations, by volume % change, 2011 and 2012
- The Hobbit trilogy to restore tourist interest in New Zealand
- Domestic holiday expenditure per trip dwarfed by overseas
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- Figure 36: Average spend per trip, overseas holidays, 2007-12
- Figure 37: Average spend per trip, domestic (GB) holidays, 2007-12
- Sea transport usage falls 12% and Tunnel usage increases 9%
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- Figure 38: Volume of overseas holidays, by transport used, 2007-12
- Figure 39: Volume of overseas holidays, by transport used, 2007-12
- Organised coach tour domestic holidays increase by 45%
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- Figure 40: Volume of domestic (GB) holidays, by transport used, 2007-11
Market Share
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- Key points
- easyJet and BA consolidate market share at the top of the table
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- Figure 41: Passengers uplifted, by top ten UK airlines, 2011 and 2012
- Passengers licensed by Thomas Cook fell 18% year on year
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- Figure 42: Passengers licensed under ATOL protection, by top ten ATOL holders, 2011 and 2012
Holidays Taken in the Past 12 Months
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- Key points
- A quarter of adults did not go on holiday in 2012
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- Figure 43: Type of holidays taken in the past 12 months, November 2012
- Package holidays favoured by younger demographics
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- Figure 44: Type of holidays taken in the past 12 months, by age, November 2012
- Figure 45: Other types of holidays taken in the past 12 months, by age, November 2012
- Package holidays to Europe popular across socio-economic groups
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- Figure 46: Type of holidays taken in the past 12 months, by socio-economic group, November 2012
- Figure 47: Other types of holidays taken in the past 12 months, by socio-economic group, November 2012
Holidays Taken in the Past Five Years
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- Key points
- Beach, family and city break holidays continue to dominate
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- Figure 48: Type of holidays taken in the past five years and last holiday taken, November 2012
- City breaks favoured by the middle-aged demographic
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- Figure 49: Top five types of holidays taken in the past five years, by age, November 2012
- Cruise and coach tour holiday taking led by over-65s
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- Figure 50: Multi-destination, cruise and coach tour holidays taken in the past five years, by age, November 2012
Booking Method Used
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- Key points
- Online booking method dominates across every holiday type
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- Figure 51: Booking method used, November 2012
Online Booking Methods Used
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- Key points
- Booking using a mobile device remains low
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- Figure 52: Online booking methods used, November 2012
- Online bookers still seek human interaction
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- Figure 53: Online booking methods used, by type of holidays taken in the past 12 months, November 2012
Attitudes Towards Holidays
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- Key points
- More than half of consumers view holidays as a necessary spend
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- Figure 54: Attitudes towards holidays, November 2012
- Environmental concerns highest among 25-34s
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- Figure 55: Ethical and environmental attitudes towards holidays, by age, November 2012
- Domestic holidays viewed as unattractive by younger consumers
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- Figure 56: Attitudes towards domestic holidays, by age, November 2012
Effects of the Poor Economic Climate
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- Key points
- A third of consumers have cut back on the number of holidays they take
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- Figure 57: Effects of the poor economic climate, November 2012
- Over-65s largely unaffected by economic climate
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- Figure 58: Effects of the poor economic climate, by age, November 2012
Planned Holidays in 2013
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- Key points
- A third of consumers are planning a domestic holiday in 2013
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- Figure 59: Planned holidays in 2013, November 2012
- 2013 domestic market to be driven by older demographics
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- Figure 60: Planned holidays in 2013, by age, November 2012
- Poor economic climate to fuel domestic sector
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- Figure 61: Planned holidays in 2013, by effects of the poor economic climate, November 2012
- The domestic holiday market needs to retain its good value image
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- Figure 62: Planned holidays in 2013, by selected attitudes towards holidays, November 2012
Targeting Opportunities
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- Key points
- Target groups
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- Figure 63: Holiday target groups, November 2012
- Ethical Abstainers
- Demographic profile
- Marketing message
- Entitled Sun Seekers
- Demographic profile
- Marketing message
- Bargain Hunters
- Demographic profile
- Marketing message
- Neutral Observers
- Demographic profile
Appendix – Holidays Taken in the Past 12 Months
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- Figure 64: Most popular type of holidays taken in the past 12 months, by demographics, November 2012
- Figure 65: Next most popular type of holidays taken in the past 12 months, by demographics, November 2012
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Appendix – Holidays Taken in the Past 5 Years
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- Figure 66: Most popular type of holidays taken in the past 5 years, by demographics, November 2012
- Figure 67: Next most popular type of holidays taken in the past 5 years, by demographics, November 2012
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- Figure 68: Other type of holidays taken in the past 5 years, by demographics, November 2012
- Figure 69: Most popular type of last holidays taken, by demographics, November 2012
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- Figure 70: Next most popular type of last holidays taken, by demographics, November 2012
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Appendix – Booking Method Used
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- Figure 71: Booking method used for beach holiday, by demographics, November 2012
- Figure 72: Booking method used for family holiday, by demographics, November 2012
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- Figure 73: Booking method used for city break, by demographics, November 2012
- Figure 74: Booking method used for break for a wedding/stag or hen do, by demographics, November 2012
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- Figure 75: Booking method used for multi-destination holiday (touring, backpacking etc), by demographics, November 2012
- Figure 76: Booking method used for all-inclusive holiday, by demographics, November 2012
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- Figure 77: Booking method used for holiday staying in a second home (yours, a friend’s or a relative’s), by demographics, November 2012
- Figure 78: Booking method used for rural/countryside-based holiday, by demographics, November 2012
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- Figure 79: Booking method used for theme park holiday, by demographics, November 2012
- Figure 80: Booking method used for cultural/historical sightseeing holiday, by demographics, November 2012
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- Figure 81: Booking method used for camping/caravan park holiday, by demographics, November 2012
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Appendix – Online Booking Methods Used
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- Figure 82: Other booking methods used, by demographics, November 2012
- Figure 83: Other booking methods used, by demographics, November 2012
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Appendix – Attitudes Towards Holidays
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- Figure 84: Agreement with the statements ‘Holidays are a necessary spend’ and ‘Holidays in the UK aren’t real holidays’, by demographics, November 2012
- Figure 85: Agreement with the statements ‘On holiday I don’t want to think about ethical or environmental issues’ and ‘I feel guilty about the environmental impact of travelling’, by demographics, November 2012
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- Figure 86: Agreement with the statements ‘I prefer overseas holidays to holidays in the UK’ and ‘Holidays are a luxury’, by demographics, November 2012
- Figure 87: Agreement with the statements ‘Authenticity is important on holiday’ and ‘Going on holiday is my right’, by demographics, November 2012
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- Figure 88: Agreement with the statements ‘Green’ taxes should be levied on travelling’ and ‘UK holidays are better value than overseas holidays’, by demographics, November 2012
- Figure 89: Agreement with the statements ‘I always spend more money on holiday than I intend to’ and ‘It’s important to get a sunny break every year’, by demographics, November 2012
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Appendix – Effects of the Poor Economic Climate
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- Figure 90: Most common effects of the poor economic climate, by demographics, November 2012
- Figure 91: Next most popular effects of the poor economic climate, by demographics, November 2012
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- Figure 92: Other effects of the poor economic climate, by demographics, November 2012
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Appendix – Planned Holidays in 2013
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- Figure 93: Most popular planned holidays in 2013, by demographics, November 2012
- Figure 94: Next most popular planned holidays in 2013, by demographics, November 2012
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Appendix – Targeting Opportunities
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- Figure 95: Target groups, by demographics, November 2012
- Figure 96: Attitudes towards holidays, by target groups, November 2012
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- Figure 97: Type of holidays taken in the past 12 months, by target groups , November 2012
- Figure 98: Type of holidays taken in the past 5 years, by target groups , November 2012
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- Figure 99: Effects of the poor economic climate, by target groups , November 2012
- Figure 100: Planned holidays in 2013, by target groups , November 2012
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