Table of Contents
Executive Summary
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- Market up after decline in 2014
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- Figure 1: No. of domestic holidays forecast 2015-20
- Over a quarter took a city break
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- Figure 2: Type of domestic holiday taken, July 2015
- 1-3 months is most common booking time
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- Figure 3: Booking time, July 2015
- Cost of accommodation is most important factor influencing destination choice
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- Figure 4: Domestic holiday destination influencing factors, July 2015
- People are revisiting holiday destinations
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- Figure 5: Domestic holiday behaviour, July 2015
- Many also wish to discover new parts of the UK
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- Figure 6: Attitudes towards domestic holidays, July 2015
- What we think
Issues and Insights
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- Promoting destinations outside London
- The facts
- The implications
- The role of accommodation in domestic tourism
- The facts
- The implications
The Market – What You Need to Know
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- Market up after decline in 2014
- Market volume to decline slightly
- Slight increase in holiday length
- London well ahead
- Strong pound encouraging people abroad
- Growth in visitor attraction visits
- Wet 2014 dampens domestic holidays
Market Size and Forecast
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- Market up after decline in 2014
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- Figure 7: Domestic tourism volume, value and average spend in Great Britain, 2009-20
- Market forecast to be steady
- Forecast
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- Figure 8: No. of domestic holidays forecast, 2015-20
- Figure 9: Domestic holidays value forecast, 2015-20
Segment Performance
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- Slight increase in holiday length
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- Figure 10: Average length of domestic holiday visits, including long and short holidays, 2010-14
- Figure 11: Short vs long holidays in Great Britain, by value, 2010-14
- London well ahead
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- Figure 12: Most visited English cities & towns – 3 year average (2012-14) by UK residents, holiday trips
Market Drivers
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- Domestic holidays down as people head overseas
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- Figure 13: No. of domestic and overseas holidays, 2009-14
- Domestic expenditure declines reflects volume decrease
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- Figure 14: Domestic vs overseas holidays expenditure, 2009-14
- The strong pound encourages people abroad
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- Figure 15: Sterling exchange rate against selected major currencies, 2010-15
- Growth in visitor attraction visits
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- Figure 16: Year-on-year percentage change in visits to attractions in England, 2011-14
- Figure 17: Top 10 free visitor attractions in England, by visitor numbers, 2011-14
- Figure 18: Top 10* paid visitor attractions in England, by visitor numbers, 2011-14
- Wet 2014 dampens domestic holidays
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- Figure 19: UK weather trends, 2009-14
Key Players – What You Need to Know
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- VisitEngland offers real time advice for travellers on Twitter
- VisitBritain launches 360-degree virtual tours
- British Museum takes people back to Bronze Age
- Northern Ireland looks to capitalise on Game of Thrones
- Banksy’s Dismaland boosts Weston-super-Mare tourism
- VisitWales launches ‘Year of …’ campaign
Launch Activity and Innovation
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- VisitEngland offers real time advice for travellers on Twitter
- VisitBritain launches 360-degree virtual tours
- The British Museum takes people back to the Bronze Age
- Northern Ireland aims to capitalise on Game of Thrones
- Banksy’s Dismaland boosts Weston-super-Mare tourism
- Wales launches ‘Year of …’ campaign
The Consumer – What You Need to Know
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- Half of people took a domestic holiday in last year
- Younger people are taking shorter holidays
- Over a quarter took a city break
- 1-3 months is most common booking time
- Own car/motorbike preferred choice of transport
- Cost of accommodation is the most important factor
- People are revisiting holiday destinations
- 25-34s most likely to have used peer-to-peer rented accommodation
- Most expect to take another UK trip in the next year
Domestic Holidays Taken
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- Half of people have taken a domestic holiday in last year
- Families with young children more likely to take a domestic holiday
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- Figure 20: Holidays taken in UK, July 2015
Domestic Holiday Type
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- Over a quarter took a city break
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- Figure 21: Type of domestic holiday taken, July 2015
- Younger people are taking shorter holidays
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- Figure 22: Domestic holiday length, July 2015
- City breaks are kept short
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- Figure 23: Domestic holiday length, by domestic holiday type, July 2015
Booking
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- Most book independently
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- Figure 24: Booking method used, July 2015
- 1-3 months is most common booking time
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- Figure 25: Booking time, July 2015
- Beach holidays booked further in advance
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- Figure 26: Domestic holiday booking time, by domestic holiday type, July 2015
Travel Method
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- Own car/motorbike preferred choice of transport
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- Figure 27: Travel method used for last domestic holiday, July 2015
Influencing Factors
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- Cost of accommodation is most important factor
- People care about scenery
- Millennials influenced by available activities
- Attractions particularly important to families
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- Figure 28: Domestic holiday destination influencing factors, July 2015
Domestic Holiday Behaviour
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- People are revisiting holiday destinations
- Over a quarter have taken three or more domestic holidays
- More than a third use comparison websites
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- Figure 29: Domestic holiday behaviour, July 2015
- 25-34s most likely to have used peer-to-peer rented accommodation
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- Figure 30: Stayed in peer-to-peer rented accommodation during a domestic holiday, by age, July 2015
Future Domestic Holidays
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- Most expect to take another UK trip in the next year
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- Figure 31: Future domestic holidays, July 2015
- Half of people will visit a place they have been to before
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- Figure 32: Future domestic holiday behaviour, July 2015
Attitudes towards Domestic Holidays
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- High interest in exploring the UK
- Millennials want to stay somewhere unusual
- People want more focus on tourism outside of London
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- Figure 33: Attitudes towards domestic holidays, July 2015
- Younger people more influenced by cheap flights
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- Figure 34: Impact of cheap flights, any agree, by age, July 2015
Appendix
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- Data sources
- Abbreviations
- Market forecast
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- Figure 35: No. of domestic holidays forecast, 2015-20
- Figure 36: Forecast domestic tourism value, 2015-20
- Fan chart forecast
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