Table of Contents
Overview
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- What you need to know
- Scope of this Report
Executive Summary
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- The market
- Growth in the beach holiday market
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- Figure 1: UK market size for beach holidays, December 2016
- The consumer
- Short-haul destinations likely to benefit in 2017
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- Figure 2: Beach holiday destinations visited in the last 12 months, December 2016
- Peer influentials play an important role…
- …but there is still an opportunity to leverage online influentials
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- Figure 3: Influencing factors for choosing a beach holiday, December 2016
- A wide array of influencing factors
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- Figure 4: Repertoire of influencing factors for choosing a beach holiday, December 2016
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- Figure 5: Beach holiday bookings, December 2016
- Just under a third of beach holidaymakers took a winter break
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- Figure 6: Time of year for beach holidays, December 2016
- Long-haul versus short-haul beach destinations
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- Figure 7: Plans for beach holidays abroad in the next 12 months, December 2016
- Combining beach holidays with other types
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- Figure 8: Holiday types interested in, December 2016
- What we think
Issues and Insights
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- The importance of trusted peer review source
- The facts
- The implications
- Crowdsourcing opinions through social networks
- The facts
- The implications
- Budget airlines are branching out into the beach package market
- The facts
- The implications
- Packages could become more popular if the UK economy enters recession
- The facts
- The implications
The Market – What You Need to Know
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- Beach holiday volume increases…
- …as does spending
- Fairly positive macroeconomic outlook so far but a slight slowdown on the horizon
- Oil price set to increase in 2017
- Beach market should remain robust in the face of Brexit negations
- Disposable income will be put under pressure due to inflation
- Airlines’ fuel bills to rise by 4%
Market Size
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- 2016; a good year for the beach market
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- Figure 9: UK market size for beach holidays, December 2016
Market Drivers
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- Overseas holiday volume
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- Figure 10: Overseas holiday market volume and value*, 2011-21
- Airlines’ fuel bills to rise by 4%
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- Figure 11: Europe Brent Spot Price FOB* (Dollars per Barrel), January 2014-January 2017
- Pound remains low against the euro and the US Dollar
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- Figure 12: Spot exchange rate, Pound Sterling versus selected currencies, February 2016-February 2017
- Cheap beach holiday destinations in Europe should help the market
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- Figure 13: Post Office cost barometer 2017, selected beach destinations
Companies and Brands
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- Passengers licensed under ATOL protection
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- Figure 14: Passengers licensed under ATOL protection, by top 10 ATOL holders, 2011-17
Launch Activity and Innovation
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- On the Beach launches new campaign on Christmas Day 2016
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- Figure 15: easyJet’s pay day notification
- On the Beach set to expand across Scandinavia
- On the Beach rolls out Apple TV app
- Crowdfunded campaign buys New Zealand beach
- Snap’s new ad targeting
The Consumer – What You Need to Know
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- Nearly half of beach holidaymakers go to Spain
- Greece seems to be unaffected by the migrant crisis
- Influencing factors for destination choice
- Most beach holidaymakers book as a package
- Just under a third of beach holidaymakers took a winter break
- Nearly half of beach holidaymakers are planning to go short-haul
Beach Holiday Destinations
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- Short-haul destinations likely to benefit in 2017
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- Figure 16: Beach holiday destinations visited in the last 12 months, December 2016
- Significant gains for traditional favourites Spain and Italy
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- Figure 17: UK residents’ holiday visits to selected beach holiday destinations, Q1-Q3 2015 and 2016
Destination Influencing Factors
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- Peer influentials play an important role…
- …but there is still an opportunity to leverage online influentials
- Families heavily influenced by tour operators
- Over a third are influenced by an airline’s website
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- Figure 18: Influencing factors for choosing a beach holiday, December 2016
- A wide array of influencing factors
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- Figure 19: Repertoire of influencing factors for choosing a beach holiday, December 2016
Beach Holiday Booking
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- Two thirds book their beach holiday as a package
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- Figure 20: Beach holiday bookings, December 2016
- Younger consumers and seniors most likely to book packages
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- Figure 21: Beach holiday bookings, by age, December 2016
- Some long-haul tour operators are now charging more for trips
When Beach Holiday was Taken
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- Just under a third of beach holidaymakers took a winter break
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- Figure 22: Time of year for beach holidays, December 2016
- Reaching out to seniors
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- Figure 23: Time of year for beach holidays, by age, December 2016
- Reasons for not taking a winter beach break
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- Figure 24: Plans for beach holidays abroad in the next 12 months, December 2016
Beach Holiday Plans
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- Long-haul versus short-haul beach destinations
- Plenty of options for cheap beach holiday destinations
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- Figure 25: Plans for beach holidays abroad in the next 12 months, December 2016
Beach-plus Holidays
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- Combining beach holidays with other types
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- Figure 26: Holiday types interested in, December 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
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