Table of Contents
Executive Summary
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- Holidays to Spain reach record high
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- Figure 1: Forecast volume of holidays to Spain, 2011-21
- Spain’s reputation as a ‘value brand’ can be a mixed blessing
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- Figure 2: Holiday resort costs* in selected destinations, 2017
- Budget air travel a key catalyst
- Rising consumer loyalty offers opportunities
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- Figure 3: Holidays taken in Spain in the past five years, October 2016
- Beyond Barcelona
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- Figure 4: Holiday types taken in Spain in the past five years, October 2016
- City break sector can also help to spread seasonal load
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- Figure 5: Month of booking and travel for last holiday in Spain, October 2016
- Interest in exploring the ‘Real Spain’ is strong
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- Figure 6: Important elements of a holiday in Spain, October 2016
- What we think
Issues and Insights
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- Baby Boomers are key to raising traveller spend
- The facts
- The implications
- Millennials are the most experimental visitors
- The facts
- The implications
- ‘Real Spain’ expertise could be a selling-point for high street travel shops
- The facts
- The implications
The Market – What You Need to Know
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- Record high
- But growth expected to slow in 2017
- All-inclusive push
- One million short breakers
- Twin-pronged approach
- Italy’s rise indicates potential for upmarket holidays to Spain
- Value for money Spain
- But value perception can be double-edged
- Motoring costs have dropped
Market Size and Forecast
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- Spain benefits from ‘borrowed tourists’
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- Figure 7: Volume and value of holidays to Spain, 2011-21
- Figure 8: Forecast volume of holidays to Spain, 2011-21
- Figure 9: Forecast value* of holidays to Spain, 2011-21
- The impact of the EU referendum vote
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- Figure 10: Alternative market scenarios for the post-Brexit holidays to Spain market, by total value^, 2016-21
- Figure 11: Detailed post-Brexit scenarios for the post-Brexit holidays to Spain market, by total value^, 2016-21
Segment Performance
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- Package revival but all-inclusive trend brings challenges
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- Figure 12: Package holidays versus independent holidays to Spain, by volume, 2011-16
- Short breaks up by 48% in past five years
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- Figure 13: Holidays to Spain, volume by duration, 2011-16
- Slow boat to Spain
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- Figure 14: Holidays to Spain, volume by mode of travel (air, sea, tunnel), 2011-16
- Value of the mature market
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- Figure 15: Volume and value of visits to Spain by UK residents, by age, 2015
- Canaries and Balearics dominate
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- Figure 16: UK holiday visitors to Spain, volume by leading regions, December 2015-November 2016
Market Background
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- Consumers remain upbeat but economy enters uncharted waters
- Overseas travel outlook
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- Figure 17: Domestic and overseas holiday volume and expenditure, 2011-16
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- Figure 18: Top 20 overseas holiday destinations, by number of trips, 2011-16
- Travellers likely to become more currency-conscious
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- Figure 19: Annual average exchange rates, GBP versus euro and US Dollar, 2011-January 2017
- Spain is third cheapest for holiday costs
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- Figure 20: Worldwide holiday resort costs*, 2014-17
- Oil prices gradually rising
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- Figure 21: Brent crude spot oil price (US$ per barrel), January 2014-January 2017
- But Spain offers good value for motorists
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- Figure 22: Holiday motoring costs by leading European destinations, 2016
- Figure 23: Holiday motoring costs by leading European destinations, as at 9 January 2017
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- Figure 24: Holiday car hire usage abroad in the past three years, by destination visited, March 2016
- New airline routes to Spain
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- Figure 25: New airline routes between the UK and Spain launched in 2016
- Figure 26: Selected new airline routes between the UK and Spain to be launched in 2017
- Threat of ‘overtourism’
Launch Activity – What You Need to Know
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- New routes help to open up Green Spain
- TUI expanding its resort brand concepts
- Casa Cook aims to re-invent classic beach resort for Millennials
- Major new theme park development
- Off the beaten track
- Sports participation breaks
Launch Activity and Innovation
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- Big two tour ops develop their bespoke brands
- Ferrari Land offers opportunities in family short break segment
- Special interest Spain
- Pokémon city tours
The Consumer – What You Need to Know
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- London calling
- Lapsed Boomers
- Virtual cities
- Boomer luxury opportunity
- Key booking windows
- Potential for diversification
- Safety and value for money are key messages – But dull?
Experience of Holidaying in Spain
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- Rise in frequency of visits
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- Figure 27: Holidays taken in Spain in the past five years, October 2016
- Current/recent visitors
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- Figure 28: Socio-economic profile of adults who have holidayed in Spain in the past five years, October 2016
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- Figure 29: Financial situation profile of adults who have holidayed in Spain in the past five years, October 2016
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- Figure 30: Generational profile of adults who have holidayed in Spain in the past five years, October 2016
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- Figure 31: Regional profile of adults who have holidayed in Spain in the past five years, October 2016
- Lapsed visitors
- New potentials
Types of Holiday Taken in Spain
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- Spain’s challenge
- City breaks offer best opportunity for diversification
- Niche holidays to Spain
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- Figure 32: Holiday types taken in Spain in the past five years, October 2016
- Londoners are adventurous city breakers
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- Figure 33: Repertoire of holiday types taken in Spain in the past five years, October 2016
- Millennials are more experimental travellers
Types of Holiday Accommodation Used in Spain
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- Magaluf leads upmarket shift
- But luxury sector has room to expand
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- Figure 34: Accommodation used for holidays in Spain in the past five years, October 2016
- High value property rental market
Booking Holidays in Spain
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- Half of all holidays taken in one quarter of the year
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- Figure 35: Month of booking and travel for last holiday in Spain, October 2016
- OTAs are most popular booking channel
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- Figure 36: Method of booking last holiday in Spain, October 2016
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- Figure 37: Method of booking last holiday in Spain, by age group, October 2016
Attractions of Visiting Spain
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- Gastronomy, culture and authenticity can drive diversification
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- Figure 38: Important elements of a holiday in Spain, October 2016
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- Figure 39: Important elements of a holiday in Spain, by experience of holidaying in Spain, October 2016
- Londoners show thirst for novelty
Attitudes towards Holidaying in Spain
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- Majority in support of eco-tax
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- Figure 40: Opinions on new Balearic Islands 'tourist tax', October 2016
- Consumers keen to explore beyond the beach
- Safety first
- Young adults and C2DE families most likely to be deterred by weak Pound
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- Figure 41: Attitudes towards holidays in Spain, October 2016
- ‘Too many Brits’ for affluent cosmopolitans
- More of an edge needed for Millennials
Appendix
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- Definitions
- Abbreviations
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