Table of Contents
Executive Summary
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- Domestic market decline drives overall drop in short breaks
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- Figure 1: Total short break market volume forecast, 2010-20
- Last short break destination
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- Figure 2: Last short break destination, June 2015
- Consumers plan to take more short breaks in the coming year
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- Figure 3: Future short holidays versus future long holidays likely to be taken, June 2015
- City break top-ups in the low season
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- Figure 4: Type of short break last taken, June 2015
- Short break booking methods
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- Figure 5: Booking method for short holiday, June 2015
- Short break decision influences
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- Figure 6: Influencing factors for choosing short break destination, June 2015
- Relaxing in the countryside and historical tours are top draws
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- Figure 7: Most appealing activities while on short breaks, June 2015
- Historical tours second most popular
Issues and Insights
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- What draws consumers? The sense of the unknown
- The facts
- The implications
- Relaxation and digital detox go hand in hand
- The facts
- The implications
The Market – What You Need to Know
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- Overseas rise but domestic fall affects overall short breaks market
- Stronger Pound can fuel short breaks
- New routes for the Eurostar
- High rail fares to limit domestic breaks via rail
- The economy and the consumer
- Booking.com challenges Airbnb
- Will the UK finally scrap air passenger duty?
- Proposed decision on Heathrow’s third runway set for autumn
Market Size and Forecast
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- Figure 8: Total short break (1-3 nights) taken by UK residents, volume and value, 2010-20
- Figure 9: Total short break market volume forecast, 2010-20
- Figure 10: Total short break market value forecast, 2010-20
- A boom in the overseas market depresses the domestic sector
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- Figure 11: Domestic short breaks taken by UK residents, 2010-20
- Figure 12: Domestic short break market volume forecast, 2010-20
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- Figure 13: Domestic short break market value forecast, 2010-20
- Overseas market enjoys strong performance
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- Figure 14: Overseas short breaks taken by UK residents, 2010-20
- Figure 15: Overseas short break market volume forecast, 2010-20
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- Figure 16: Overseas short break market value forecast, 2010-20
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Segment Performance
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- France the top destination for overseas short breaks
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- Figure 17: Most popular short break (1-3 nights) destinations, 2013-14
- Overseas package booking grows
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- Figure 18: Overseas short breaks taken by UK residents, independent versus non-independent, 2010-14
- Share of overseas air travel continues to rise but will face competition
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- Figure 19: Overseas short breaks taken by UK residents, by transport method, 2010-14
Market Drivers
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- Stronger pound can fuel short breaks
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- Figure 20: Pound versus euro, July 2008-July 2015
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- Figure 21: British Pound value increase/decrease against selected destination currencies, 2012-15
- City costs barometer 2015
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- Figure 22: Post Office city costs barometer 2015
- High train fares to limit domestic breaks via rail
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- Figure 23: UK rail fares index, 2004-15
- New routes for the Eurostar
- Petrol pump prices fall
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- Figure 24: Petrol and diesel pump price, January 2010-July 2015
- The economy and the consumer
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- Figure 25: Consumer confidence index, October 2014 to July 2015
- Promoting short breaks in spring and autumn
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- Figure 26: Months holidays were taken in the past 12 months, by type of holiday, October 2014
- Will the UK finally scrap air passenger duty?
- Proposed decision on Heathrow’s third runway set for autumn
- Decrease in the price of jet fuel as oil prices remain low
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- Figure 27: Jet fuel prices, Pound Sterling per gallon, July 2010-July 2015
Who’s Innovating?
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- Hotel Urbano allows travellers to pay in instalments
- Pillow aids Airbnb accommodation renters
- Orbitz.com taking measures to streamline bookings
- Booking.com challenges Airbnb
The Consumer – What You Need to Know
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- A higher proportion of younger Millennials take short breaks…
- ...but the older affluent consumers take more
- Consumers taking more short breaks in the last year
- Most consumers staying close to home
- City breaks most popular type of short breaks
- Most consumers book just accommodation
- Relaxation biggest influence on destination choice
- Value for money second biggest influence
- Consumers seek a sense of the unknown
- Nightlife not such a big draw but important for Millennials
- Most appealing activities; relaxing in the countryside
- Most appealing activities; historical tours second most popular
- Most appealing activities; art tours appeal
Short and Long Breaks Taken
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- Figure 28: Past short and long holidays taken in the last 12 months, June 2015
- Generally more Millennials take short breaks…
- ...but the older affluent consumers take more
- Consumers taking more short breaks than longer breaks
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- Figure 29: Past short holidays versus past long holidays, June 2015
- Future short holiday plans
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- Figure 30: Future short and long holidays likely to be taken in the next 12 months, June 2015
- Consumers plan to take more short breaks than longer holidays
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- Figure 31: Future short holidays versus future long holidays likely to be taken, June 2015
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Short Break Destinations
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- Most popular overseas short break destinations
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- Figure 32: Most popular overseas short break destinations, 2013 and 2014
- Last short break destination
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- Figure 33: Last short break destination, June 2015
Types of Short Breaks
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- Figure 34: Type of short break, June 2015
- Younger people favour city breaks
- Women aged 45+ favour countryside breaks
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- Figure 35: Type of short break, by gender, June 2015
- Beach holidays not popular among Scottish holidaymakers
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Short Break Booking Methods
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- Figure 36: Booking method for short holiday, June 2015
- Consumers are shopping around
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Research Done Before, and While on Holiday
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- Figure 37: Research done before holiday and while on holiday, June 2015
- Location based advertising
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- Figure 38: Research done before leaving versus at the destination, June 2015
- Geo-targeted recommendations via beacons can help travellers explore
- Concerns over data privacy and spamming
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Short Break Decision Influences
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- Figure 39: Influencing factors for choosing short break destination, June 2015
- Time to switch off
- Value for money
- Well-off consumers just as likely to be cautious
- The value of the short break
- In search of ‘the real thing’ and the unknown
- Short shopping trips
- Beacon technology to help target holidaymakers
- Romantic appeal
- Nightlife not such a big pull for the general population
- Events
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- Figure 40: Influencing factors for choosing short break destination, June 2015
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Most Appealing Activities
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- Figure 41: Most appealing activities while on short breaks, June 2015
- Retirees keen on relaxing in the country
- Historical tours second most popular
- Art tours appeal
- Spa treatments
- Outdoor pursuits
- Food and drink activities
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CHAID Analysis – Key Targets for Different Influencing Factors
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- Methodology
- Influencing factors for choosing a destination
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- Figure 42: Factors/reasons influencing the choice of destination for a short break – CHAID – Tree output, June 2015
- Figure 43: Factors/reasons influencing the choice of destination for a short break – CHAID – Table output, June 2015
Appendix
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- Abbreviations
- Definitions
- Forecast methodology
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