Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
- Market volume is set enjoy shaky growth through to 2018
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- Figure 1: Short break market, by volume, 2008-18
- Market factors
- Eastern Europe remains the cheapest region for city breaks
- The pound remains depressed against Summer 2012
- High jet fuel prices continue to weigh on the air travel segment
- High domestic travel costs have seen average expenditure increase by 17%
- Market share
- Trips taken by tunnel increased by 17% in 2012
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- Figure 2: Overseas short break market, by volume, by transport method, 2008-12
- France dominates with a 31% share of the overseas market
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- Figure 3: Top 10 overseas short break destinations, by volume, 2012
- The consumer
- Some 69% of adults have taken a short break in the past year
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- Figure 4: Short breaks taken in the last 12 months, May 2013
- Discovery is the primary motivation behind choosing a destination
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- Figure 5: Motivations behind choosing last short break location, May 2013
- Over a fifth of short break holidaymakers have cut back on trips
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- Figure 6: Attitudes towards short breaks, May 2013
- Loyalty schemes, air miles and deal websites have vast room for growth
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- Figure 7: Products and services used, May 2013
- Online comparison and review sites trump traditional research sources
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- Figure 8: Resources likely to be used for short break planning, May 2013
- What we think
Issues in the Market
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- How have hotel comparison websites affected the short break market?
- What do BA’s hand luggage-only fares mean for the short break industry?
- What is the market for a transport comparison service?
- How will Virgin Atlantic’s Little Red venture shape the Scottish market?
Trend Application
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- Mintel Inspire: Secret, Secret
- Mintel Inspire: Life Hacking
- Mintel Futures: Access Anything, Anywhere
Market Drivers
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- Key analysis
- Eastern Europe remains the cheapest region for city breaks
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- Figure 9: Post Office City Costs Barometer 2013
- The pound remains depressed against Summer 2012
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- Figure 10: Foreign exchange rate index, GBP against selected short break destination currencies, Jan 2012- Aug 2013
- High jet fuel prices continue to weigh on the air travel segment
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- Figure 11: Jet fuel prices, GBP per gallon, June 2008-June 2013
- High domestic travel costs have seen average expenditure increase of 17%
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- Figure 12: UK Petrol and Diesel prices, pence per litre, January 2011-July 2013
- Figure 13: UK rail fares index, 2004-12
- IAG and Air France seek to expand into the low-cost airspace
- Deutsche Bahn’s cross-Channel venture could drive down prices
- Mobile data roaming overseas becomes affordable
Who's Innovating?
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- Key points
- Easynest.com partners up single travellers to reduce costs
- Ryanair is set to launch aircraft livery advertising
- Guardian Trains booking service offers a carbon footprint calculator
- Virgin Atlantic’s Little Red offer live in-flight entertainment
Market Size and Forecast
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- Key points
- Recession fails to impact long-term growth
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- Figure 14: Short break market, by volume and value, 2008-18
- Market set to enjoy shaky volume growth through to 2018
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- Figure 15: Short break market, by volume, 2008-18
- Value growth to significantly outpace volume growth
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- Figure 16: Short break market, by value, 2008-18
- The domestic market contracted in 2013 but is set to return to growth
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- Figure 17: Domestic short break market, by volume and value, 2008-18
- Overseas market value will recover to 2008 levels in 2018
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- Figure 18: Overseas short break market, by volume and value, 2008-18
- Fan charts
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- Figure 19: Domestic short break market, by volume, 2008-18
- Figure 20: Domestic short break market, by value, 2008-18
- Figure 21: Overseas short break market, by volume, 2008-18
- Figure 22: Overseas short break market, by value, 2008-18
- Forecast methodology
Segment Performance
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- Key points
- Serviced accommodation holds a 59% share of the domestic market
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- Figure 23: Domestic short break market, by volume, by accommodation used on trip, 2011-12
- Short-haul dominates the overseas market with a 98% share
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- Figure 24: Overseas short break market, by volume, short-haul vs. long-haul, 2008-12
- 73% of overseas short breaks are booked independently
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- Figure 25: Overseas short break market, by volume, independent vs. non-independent, 2008-12
- Trips taken by tunnel increased by 17% in 2012
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- Figure 26: Overseas short break market, by volume, by transport method, 2008-12
Market Share
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- Key points
- 81% of domestic trips are taken to England
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- Figure 27: Domestic short break market, by volume, by region visited, 2011-12
- France dominates with a 31% share of the overseas market
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- Figure 28: Top 10 overseas short break destinations, by volume, 2012
- Belgium was the best performing overseas destination in 2012
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- Figure 29: Five best and five worst performing overseas short break destinations, by volume change, 2011-12
Companies and Products
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- Online providers
- Booking.com
- Financial performance
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- Figure 30: Key financials for Booking.com, 2010 and 2011
- Figure 31: Key financials for Priceline, 2010 and 2011
- Short break offers
- Expedia.co.uk
- Financial performance
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- Figure 32: Key financials for Expedia.com Ltd, 2010 and 2011
- Short break offers
- Marketing
- Lastminute.com
- Financial performance
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- Figure 33: Key financials for Last Minute Network Ltd, 2010 and 2011
- Short break offer
- Marketing
- Airlines
- easyJet
- Financial performance
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- Figure 34: Key financials for easyJet Plc, 2011 and 2012
- Short break offer
- Marketing
- Ryanair
- Financial performance
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- Figure 35: Key financials for Ryanair, 2012 and 2013
- Short break offer
- Marketing
- Rail
- Eurostar
- Financial performance
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- Figure 36: Key financials for Eurostar, 2011 and 2012
- Short break offer
- Marketing
- Hotels
- Whitbread Hotel Company (Premier Inn)
- Financial performance
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- Figure 37: Key financials for Whitbread Plc., 2012 and 2013
- Short break offer
- Marketing
- Travelodge
- Financial performance
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- Figure 38: Key financials for Travelodge Hotels Ltd, 2010 and 2011
- Short break offer
- Marketing
Short Breaks Taken in the Last 12 Months
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- Key points
- Some 69% of adults have taken a short break in the past year
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- Figure 39: Short breaks taken in the last 12 months, May 2013
- The overseas market has a clear under-35s biased
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- Figure 40: Short breaks taken in the last 12 months, by age, May 2013
- Domestic short breaks have a low financial barrier to entry…
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- Figure 41: Short breaks taken in the last 12 months, by gross annual household income, May 2013
- …and are accessible even to those struggling financially
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- Figure 42: Short breaks taken in the last 12 months, by financial situation, May 2013
- Scotland has largely failed to attract southern residents
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- Figure 43: Short breaks taken in England, Scotland or Wales in the last 12 months, by region of residence, May 2013
- England dominates with a 64% share of the market
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- Figure 44: Last short break taken, May 2013
Motivations behind Choosing a Destination
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- Key points
- Discovery is the primary motivation behind choosing a destination
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- Figure 45: Motivations behind choosing last short break location, May 2013
- Older people are more likely to have used a voucher/deal
- Under-25s are the most likely to be motivated by cheap travel
- Financial strugglers look for cheap accommodation but not cheap transport
Attitudes towards Short Breaks
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- Key points
- Over a fifth of short break holidaymakers have cut back on trips
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- Figure 46: Attitudes towards short breaks, May 2013
- Attitudes towards air travel for short breaks are mixed
- The appeal of rail travel is strongest in London
- Smartphone usage abroad has been dampened by high roaming costs
Products and Services Used
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- Key points
- Loyalty schemes, air miles and deal websites have vast room for growth
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- Figure 47: Products and services used, May 2013
- Air miles usage could be boosted by BA’s hand luggage-only fares
- The desire to shop is a key driver behind currency card usage
- Daily deal website usage is highest among under-35s
The Short Break Planning Process
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- Key points
- Online comparison and review sites trump traditional research sources
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- Figure 48: Resources likely to be used for short break planning, May 2013
Appendix – Short Breaks Taken in the Last 12 Months
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- Figure 49: Short breaks taken in the last 12 months, May 2013
- Figure 50: Any short breaks taken in the last 12 months, by demographics, May 2013
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- Figure 51: Any domestic short breaks taken in the last 12 months, by demographics, May 2013
- Figure 52: Any overseas short breaks taken in the last 12 months, by demographics, May 2013
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- Figure 53: Short breaks to England taken in the last 12 months, by demographics, May 2013
- Figure 54: Short breaks to Scotland taken in the last 12 months, by demographics, May 2013
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- Figure 55: Short breaks to Wales taken in the last 12 months, by demographics, May 2013
- Figure 56: Short breaks to Northern Ireland taken in the last 12 months, by demographics, May 2013
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- Figure 57: Short breaks to Spain taken in the last 12 months, by demographics, May 2013
- Figure 58: Short breaks to France taken in the last 12 months, by demographics, May 2013
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- Figure 59: Short breaks to Netherlands taken in the last 12 months, by demographics, May 2013
- Figure 60: Short breaks to Belgium taken in the last 12 months, by demographics, May 2013
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- Figure 61: Short breaks to Italy taken in the last 12 months, by demographics, May 2013
- Figure 62: Short breaks to Republic of Ireland taken in the last 12 months, by demographics, May 2013
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- Figure 63: Short breaks to other European countries taken in the last 12 months, by demographics, May 2013
- Figure 64: Short breaks outside of Europe taken in the last 12 months, by demographics, May 2013
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- Figure 65: Last short break taken, May 2013
- Figure 66: Last short break taken, by demographics, May 2013
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- Figure 67: Last short break taken (continued), by demographics, May 2013
- Figure 68: Last short break taken (continued further), by demographics, May 2013
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Appendix – Motivations behind Choosing a Destination
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- Figure 69: Motivations behind choosing last short break location, May 2013
- Figure 70: Motivations behind choosing last short break location, by demographics, May 2013
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- Figure 71: Motivations behind choosing last short break location (continued), by demographics, May 2013
- Figure 72: Motivations behind choosing last short break location (continued further), by demographics, May 2013
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Appendix – Attitudes towards Short Breaks
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- Figure 73: Attitudes towards short breaks, May 2013
- Figure 74: Attitudes towards short breaks, by demographics, May 2013
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- Figure 75: Attitudes towards short breaks (continued), by demographics, May 2013
- Figure 76: Attitudes towards short breaks (continued further), by demographics, May 2013
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Appendix – Products and Services Used
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- Figure 77: Products and services used, May 2013
- Figure 78: Products and services used – Any interest, by demographics, May 2013
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- Figure 79: Products and services used – A ‘top secret hotel’ deal, May 2013
- Figure 80: Products and services used – A daily deal/voucher website, by demographics, May 2013
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- Figure 81: Products and services used – An air miles rewards credit card, by demographics, May 2013
- Figure 82: Products and services used – A hotel guest loyalty scheme programme, by demographics, May 2013
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- Figure 83: Products and services used – A pre-paid currency card, by demographics, May 2013
- Figure 84: Products and services used – A loyalty scheme to earn air miles, by demographics, May 2013
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Appendix – The Short Break Planning Process
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- Figure 85: Resources likely to be used for short break planning, May 2013
- Figure 86: Resources likely to be used for short break planning, by demographics, May 2013
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- Figure 87: Resources likely to be used for short break planning (continued), by demographics, May 2013
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