Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- Brexit likely to benefit UK hols
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- Figure 1: Domestic holidays value forecast 2011-21
- Short breaks go from strength to strength
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- Figure 2: Average length of domestic holiday visits, 2007-15
- Attracting back older singles
- Stress and the city
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- Figure 3: Type of last domestic holiday, July 2016
- Back to nature
- Millennial set-jetters
- Spontaneous booking on the rise
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- Figure 4: When last domestic holiday was booked, July 2016
- Safety first
- Power of nostalgia
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- Figure 5: Potential areas of interest, July 2016
- What we think
Issues and Insights
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- Short breaks can encourage diversification
- The facts
- The implications
- Staycations for Londoners
- The facts
- The implications
- Designer property rental
- The facts
- The implications
- Turning challenge into opportunity
- The facts
- The implications
The Market – What You Need to Know
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- Brexit could lead to new staycation effect
- Short intensive breaks and OMG moments are key to success
- City break opportunities beyond the capital
- Immersive experiences drive innovation in attractions sector
- Climate changes offers new challenges and opportunities
Market Size and Forecast
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- Weak pound likely to boost domestic tourism
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- Figure 6: Domestic tourism volume, value and average spend in Great Britain, 2011-21
- Forecast
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- Figure 7: Domestic holidays volume forecast 2011-21
- Figure 8: Domestic holidays value forecast 2011-21
- The impact of the EU referendum vote
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- Figure 9: Alternative market scenarios for the post-Brexit domestic tourism market, at current prices, 2016-21
- Figure 10: Detailed Post-Brexit scenarios for the domestic tourism market, at current prices, 2016-21
- Staycation revisited?
Segment Performance
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- Short and sweet
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- Figure 11: Average length of domestic holiday visits, 2007-15
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- Figure 12: Short vs long holidays in Great Britain, by volume, 2011-15
- Figure 13: Short vs long holidays in Great Britain, by value, 2011-15
- Revival of seaside and countryside in 2015
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- Figure 14: Holiday volumes in Great Britain, by type of destination*, 2011-15
- East in decline
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- Figure 15: Domestic holiday volumes in Great Britain, by region visited, 2011-15
- Beyond the capital
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- Figure 16: Most visited English cities and towns – 2013-15 three year average for holiday trips by UK residents
Market Background
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- Brexit uncertainty looms
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- Figure 17: UK average weekly earnings (excluding bonuses)* vs CPI inflation, percentage change year-on-year, June 2013-June 2016
- Overseas holiday performance will be critical for domestic tourism
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- Figure 18: Domestic and overseas holiday volumes, 2008-15
- Domestic tourism is now in stronger position than pre-2009
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- Figure 19: Domestic and overseas holiday expenditure*, 2008-15
- Sterling’s fall will push up cost of holidays abroad
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- Figure 20: Sterling annual average exchange rate against selected currencies, 2011-16
- Visitor attractions see steady growth
- But rising admission costs could dampen demand if economy weakens
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- Figure 21: Year-on-year percentage change in visits to attractions in England, 2011-15
- Figure 22: Top 10 paid-for-entry attractions in England, by visitor numbers, 2014 and 2015
- Figure 23: Top 10 free visitor attractions in England, by visitor numbers, 2014 and 2015
- Pump prices still a positive factor for UK holidays
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- Figure 24: Petrol costs (unleaded 95 octane), January 2012-August 2016
- Changing weather patterns and domestic tourism
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- Figure 25: UK weather trends, 2010-15
- Climate challenges and opportunities
Key Players – What You Need to Know
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- Five star P2P
- Health and wellness is a growing influence
- Edutainment offers brand opportunities
- Around the world staycations
- Reinventing the seaside
- Films and books driving destination choices
Launch Activity and Innovation
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- Luxury P2P in London
- Wellness and outdoor activity
- Boffins at Butlins
- Travel without having to go anywhere
- Vintage elements with a twist
- Film and literary tourism
The Consumer – What You Need to Know
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- Winning back lapsed older singles
- Portfolio mini-breaks
- Hassle-free packages for over-65s and young parents
- Booking windows getting shorter
- Safety fears may keep some closer to home
- Mums place high value on holiday attractions
- Nostalgia may drive multigenerational holidays
Domestic Holiday Taking
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- Older singles are key lapsed visitors
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- Figure 26: Domestic holidays taken in the past 12 months, July 2016
- Over-65s and young parents most likely to take longer UK hols
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- Figure 27: Duration of last domestic holiday, July 2016
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- Figure 28: Duration of last domestic holiday, by age group, July 2016
- Urban and rural tribes
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- Figure 29: Type of last domestic holiday, July 2016
- Family glampers
- Making activity hols more mainstream
- Older women under-represented in spa breaks
- Short breaks not just about cities
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- Figure 30: Duration of last domestic holiday by type, July 2016
Domestic Holiday Booking
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- Multi-generational packages
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- Figure 31: How last domestic holiday was booked, July 2016
- Recreating golden age of seaside rail breaks
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- Figure 32: Duration and type of last domestic holiday by how it was booked, July 2016
- Increase in ‘spur of the moment’ bookings
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- Figure 33: When last domestic holiday was booked, July 2016
- One in five short breaks are booked within a week of travel
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- Figure 34: Duration of last domestic holiday by when it was booked, July 2016
- Mobile booking levels remain low
- Londoners are the most likely to use travel agents to book a UK break
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- Figure 35: Method of booking last domestic holiday, July 2016
Domestic Holiday Behaviour
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- Safety concerns may help domestic tourism
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- Figure 36: Domestic holiday behaviours, July 2016
- Staycation enthusiasts
- Price comparison and customer review
- Londoners in vanguard of Airbnb use
Domestic Holiday Opportunities
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- Pull of the past
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- Figure 37: Potential areas of interest, July 2016
- Boomers seek the real thing
- Grand designs
- Set-jetting for Millennials
- Epic adventures
- MAMIL breaks
- City challenges
- Pokémon potential
Appendix
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- Definition
- Abbreviations
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