Table of Contents
Executive Summary
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- In-store bookings will continue to decline
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- Figure 1: Estimated number of holidays booked via travel agents, 2010-20
- Thomas Cook still most popular store brand
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- Figure 2: Brands visited, October 2015
- Previous experience with a shop is primary reason for booking in-store
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- Figure 3: Reasons for using, October 2015
- Highest interest is for virtual reality
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- Figure 4: Interest in technology features, October 2015
- Print brochures still worthwhile
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- Figure 5: Attitudes towards travel agents, October 2015
- Transport advice most desired information
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- Figure 6: Advice from travel agents, October 2015
- What we think
Issues and Insights
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- Concept stores bring experience to the forefront
- The facts
- The implications
- Post-booking advice services have potential
- The facts
- The implications
The Market – What You Need to Know
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- In-store bookings decline in 2015
- Decline is expected to continue
- Growth for both independent and package holidays
- Domestic tourism forecast to see slight decline
- ATOL tour operators close
Market Size and Forecast
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- In-store bookings will continue decline
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- Figure 7: Estimated number of holidays booked via travel agents, 2010-20
- Outbound market recovery not seen in in-store bookings
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- Figure 8: Estimated number of overseas holidays booked via travel agents, 2010-20
- Domestic in-store bookings also set for drop
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- Figure 9: Estimated number of domestic holidays booked via travel agents, 2010-20
Market Drivers
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- Growth for both independent and package holidays
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- Figure 10: Forecast volume of UK overseas package holidays, 2009-19
- Figure 11: Forecast volume of UK overseas independent holidays, 2009-19
- Domestic tourism forecast to see slight decline
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- Figure 12: Domestic holidays volume forecast 2015-20
- ATOL tour operators close
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- Figure 13: ATOL tour operator failures/closures in the UK, 1 January-20 November 2015
Key Players – What You Need to Know
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- Thomas Cook still has largest retail estate
- VR technology to roll out in Thomas Cook stores
- Thomson and First Choice to rebrand under single banner
- TUI offers mobile content for in-store customers
- “Big two” licence nearly 8 million passengers
- Virgin Holidays launches v-room lounge
Market Share
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- Thomas Cook still has largest retail estate
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- Figure 14: Top UK travel agents, by number of retail stores, November 2015
- TUI announces Thomson and First Choice rebrand
- TUI and Thomas Cook dominate licensed passengers
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- Figure 15: Top 20 UK travel companies, ranked by ATOL passenger licences, November 2015
Brand Research
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- What you need to know
- Brand map
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- Figure 16: Attitudes towards and usage of selected travel agent brands, November 2015
- Key brand metrics
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- Figure 17: Key metrics for selected travel agent brands, November 2015
- Brand attitudes: Virgin Holidays enjoys a particularly different brand image
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- Figure 18: Attitudes, by travel agent brand, November 2015
- Brand personality: The Co-operative Travel struggles to enthuse consumers
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- Figure 19: Brand personality – Macro image, November 2015
- Most used brands are associated with functional and customer service attributes
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- Figure 20: Brand personality – Micro image, November 2015
- Brand analysis
- Virgin Holidays is seen as exclusive, but worth paying more for
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- Figure 21: User profile of Virgin Holidays, November 2015
- Thomson seen in similar fashion to Thomas Cook, but encourages a slightly more positive image
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- Figure 22: User profile of Thomson, November 2015
- Thomas Cook suffers from recent negative press
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- Figure 23: User profile of Thomas Cook, November 2015
- First Choice shares traits with Thomson and Thomas Cook, but all-inclusive basis reduces overall appeal
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- Figure 24: User profile of First Choice, November 2015
- The Co-operative Travel is seen as ethical, but is more closely associated with being boring or tired than others
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- Figure 25: User profile of The Co-operative Travel, November 2015
- STA Travel’s youthful element drives a more defined target market
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- Figure 26: User profile of STA Travel, November 2015
- Flight Centre lacks the awareness to promote a particularly strong brand image
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- Figure 27: User profile of Flight Centre, November 2015
Launch Activity and Innovation
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- Travel agents move forward with VR technology
- Thomas Cook rolls out Oculus Rift
- Others ready to follow suit
- Thomson offer mobile content for in-store customers
- Virgin Holidays launches v-room lounge
The Consumer – What You Need to Know
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- Less than a fifth have made a travel agent booking
- European holidays are primary booking type
- Thomas Cook still most popular brand
- Previous experience with shops draws people back
- Virtual reality is most enticing tech feature
- People use travel agents for complex holidays
- People want advice on local transport
Use of Travel Agents
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- Less than a fifth have made a travel agent booking
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- Figure 28: Use of travel agents, October 2015
- European holidays are main booking type
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- Figure 29: Booking type, October 2015
- Thomas Cook still most popular store brand
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- Figure 30: Brands visited, October 2015
Reasons for Using
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- Experience with shop is primary reason for in-store booking
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- Figure 31: Reasons for using, October 2015
- Recommendations and deals important for younger people
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- Figure 32: Reasons for using, by age, October 2015
Interest in Technology
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- Virtual reality is most enticing tech feature
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- Figure 33: Interest in technology, October 2015
- Younger people more intrigued by tech additions
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- Figure 34: Interest in technology, by age, October 2015
- Tablets appeal to those who browse in travel agents
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- Figure 35: Interest in technology, by use of travel agents, September 2015
Attitudes towards Travel Agents
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- Print brochures still worthwhile
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- Figure 36: Attitudes towards travel agents, October 2015
- Possibilities for holiday specific concept stores
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- Figure 37: Preference for travel agents shops that specialise in one type of holiday, by use of travel agents, October 2015
- 16-24s in particular want to use travel agents for complex holidays
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- Figure 38: Only liking to use a travel agent for a holiday that requires more planning, by age, October 2015
Advice from Travel Agents
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- Transport advice most desired information
- Health advice another key area
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- Figure 39: Advice from travel agents, October 2015
- Younger people are interested in advice on activities
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- Figure 40: Advice from travel agents, by age, October 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Travel and tourism definitions
- Abbreviations
- Market forecast
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- Figure 41: Estimated number of holidays booked via travel agents, 2015-20
- Figure 42: Estimated number of overseas holidays booked via travel agents, 2015-20
- Figure 43: Estimated number of domestic holidays booked via travel agents, 2015-20
- Fan chart forecast
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