Table of Contents
Executive Summary
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- The market
- Total short break volume trends upwards in 2015 and 2016
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- Figure 1: Total short break market volume forecast, 2011-21^
- Domestic short breaks bounce back
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- Figure 2: Domestic short break market volume forecast, 2011-21^
- Overseas short breaks grow but face uncertainty
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- Figure 3: Overseas short break market volume forecast, 2011-21^
- The consumer
- Nearly a third of consumers have taken a short break overseas
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- Figure 4: Short break destinations visited in the past 12 months, May 2016
- City breaks dominate the short break market
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- Figure 5: Types of short break taken in the past 12 months, May 2016
- Solo travel for singles in the winter months
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- Figure 6: Attitudes towards short breaks, May 2016
- What we think
Issues and Insights
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- Brexit result likely to curb outbound travel but opportunities still exist
- The facts
- The implications
- Solo travel for singles in the winter months
- The facts
- The implications
The Market – What You Need to Know
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- The short break market grew in 2015
- Domestic growth after two consecutive years of decline
- Overseas short break market grew in 2015 but uncertainty lies ahead
- How will leaving the EU affect travel?
Market Size and Forecast
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- Short breaks grew in 2015
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- Figure 7: Total short breaks (1-3 nights) taken by UK residents, by volume and value, 2011-21
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- Figure 8: Total short break market volume forecast, 2011-21^
- Figure 9: Total short break market value forecast, 2011-21^
- Domestic short breaks bounce back
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- Figure 10: Domestic short breaks taken by UK residents, 2011-21^
- Figure 11: Domestic short break market volume forecast, 2011-21^
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- Figure 12: Domestic short break market value forecast, 2011-21^
- Overseas short breaks continued to grow but now face uncertainty
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- Figure 13: Overseas short breaks taken by UK residents, 2011-21
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- Figure 14: Overseas short break market volume forecast, 2011-21^
- Figure 15: Overseas short break market value forecast, 2011-21^
Segment Performance
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- Brexit makes Eastern European countries more attractive
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- Figure 16: Top 10 countries for short breaks, 2014 versus 2015
- Opportunities for travel agents to offer staggered payment options
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- Figure 17: Overseas short breaks taken by UK residents, independent versus non-independent, 2011-15
- Air travel increases its short break market share
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- Figure 18: Overseas short breaks taken by UK residents, by transport method, 2011-15
- New routes planned for Eurostar after a poor start to 2016
Market Drivers
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- Uncertainty in the wake of Brexit
- The value of the Pound plummets following Brexit result
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- Figure 19: Value of £1 GBP versus the euro and US Dollar, 18-27 June 2016
- Weak Pound could make Eastern European destinations more attractive
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- Figure 20: Pound versus selected currencies, 18-27 June 2016
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- Figure 21: Post Office City Cost Barometer 2016
- Growth in rail prices smallest since 2010
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- Figure 22: UK rail fares index, 2004-16
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- Figure 23: UK rail fares index, 2004-16
- Weak Pound makes oil more expensive
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- Figure 24: Europe Brent Sort Price FOB (Dollars per barrel), 27 June 2013-27 June 2016
- Decision delayed for expanding Heathrow
Launch Activity and Innovation
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- New start-up Overnight allows consumers to book spontaneously
- Tripsuit can help travellers meet their short break needs
- 99trips; offering customisable packaged deals for short breaks
- Hopper predicts fares and notifies travellers of price drops
- Live chat messaging apps can help deliver attractive deals
The Consumer – What You Need to Know
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- Proportion of consumers taking short breaks abroad has grown over the last two years
- Uncertainty ahead following the Brexit result
- Rural short breaks tend to be more popular with those already living in rural areas
- Half of consumers view short breaks as an ideal time for solo travel
Short Breaks Taken
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- Nearly a third have taken a short break overseas
- France to receive a boost with Euro 2016
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- Figure 25: Short break destinations visited in the past 12 months, May 2016
- One in five consumers are high-frequency short breakers
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- Figure 26: Repertoire of countries visited for a short break, May 2016
Short Break Destination Interests
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- Half of consumers interested in a short break in Ireland
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- Figure 27: Short break destination interests, May 2016
- A return to staycations?
- Strong interest in Germany but new Airbnb rules could dampen appeal
- Potential boost for the Netherlands with a new Eurostar route
- Potential to increase short ski breaks
- Countries not interested in visiting for a short break
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- Figure 28: Countries not interested in visiting for a short break, May 2016
Reasons For Not Taking Short Breaks
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- One in three opt to go on a long break instead of a short break
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- Figure 29: Long breaks taken by those who haven't been on a short break in the last 12 months, May 2016
- Reasons for not going on a short break
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- Figure 30: Reasons for not going on a short break, May 2016
Short Break Types
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- City breaks dominate the short break market
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- Figure 31: Types of short break taken in the past 12 months, May 2016
- Destinations and holiday types
- France has potential for short family breaks
- South Eastern and Welsh residents keen on short beach breaks
- Combining different types of holiday into one short break
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- Figure 32: Future interest in types of short breaks, May 2016
Booking Habits of Short Breakers
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- Devices used for booking
- Smartphones and beacons could help boost short breaks
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- Figure 33: Device used to book most recent holiday, by length and destination of holidays taken in the last 12 months, April 2016
When Short Breaks are Booked
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- Booking lead times for short breaks are quick
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- Figure 34: Booking lead time, by length and destination of holidays taken in the last 12 months, April 2016
- Midweek breaks for seniors can make their money go further
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- Figure 35: Day of the week short breaks are taken, May 2016
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- Figure 36: Length of last short break, May 2016
Attitudes towards Short Breaks
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- Short breaks in the low seasons to beat the winter blues
- Solo travel for singles in the winter months
- Promoting short breaks in the UK to mature women
- Highlighting value offered by UK breaks
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- Figure 37: Attitudes towards short breaks, May 2016
- Figure 38: Attitudes towards short breaks, May 2016
CHAID Analysis – Short and City Breaks
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- Methodology
- Promoting solo short activity breaks to beat the winter blues
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- Figure 39: Target groups based on attitudes towards short breaks – CHAID – Tree output, May 2016
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- Figure 40: Target groups based on attitudes towards short breaks – CHAID – Table output, May 2016
Appendix – Data Sources, Abbreviations, and Supporting Information
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- Abbreviations
- Definitions
- Forecast methodology
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- Figure 41: Best- and worst-case forecast for total short break holiday volume, 2016-21
- Figure 42: Best- and worst-case forecast for total short break holiday value, 2016-21
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- Figure 43: Best- and worst-case forecast for domestic short break holiday volume, 2016-21
- Figure 44: Best- and worst-case forecast for domestic short break holiday value, 2016-21
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- Figure 45: Best- and worst-case forecast for overseas short break holiday volume, 2016-21
- Figure 46: Best- and worst-case forecast for overseas short break holiday value, 2016-21
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