Table of Contents
Executive Summary
-
- The market
- Confidence is high post Brexit…
- …but consumers more tactical about overseas destination choice
- Market forecast to grow further
-
- Figure 1: Forecast of winter holidays abroad market volume, 2016/17-2021/22
- Companies and brands
- TUI and Thomas cook remain top
-
- Figure 2: Company market volumes in winter package holidays abroad, 2016/17
- The consumer
- Decline in short UK trips and longer European holidays
-
- Figure 3: Changes in types of holidays taken/booked 2015/16 vs 2016/17, March 2017
- What we think
Issues and Insights
-
- How can tour operators and ski resorts combat the impact of late snow fall?
- The facts
- The implications
- How can European winter holiday destinations encourage UK consumers to visit if they choose to cut back on winter and overseas breaks?
- The facts
- The implications
The Market – What You Need to Know
-
- Confidence is high post Brexit…
- …but consumers more tactical about overseas destination choice
- Market forecast to grow further
-
- Figure 4: Forecast of winter holidays abroad market volume, 2016/17-2021/22
- UK winter holidaymakers go abroad most in October with February increasingly popular
- Most Brits book their winter trip independently
- Short-haul trips continue to rise
- Terrorism impacts on winter sun destinations
- Late snowfall effecting ski resorts
Market Size and Forecast
-
- Confidence is high post Brexit…
- …but consumers more tactical about overseas destination choice
-
- Figure 5: Winter holidays abroad, volume, value and average spend, 2011/12-2021/22
-
- Figure 6: Forecast of winter holidays abroad market volume, 2016/17-2021/22
- Figure 7: Forecast of winter holidays abroad market value, 2016/17-2021/22
- Forecast methodology
Market Segmentation
-
- UK winter holidaymakers go abroad most in October with February increasingly popular
-
- Figure 8: Winter holidays abroad, market volume, by month, percentage analysis, 2012/13-2015/16
- Most Brits book their winter trip independently
-
- Figure 9: Winter holidays abroad, market volume, by package vs independent, percentage analysis, 2012/13-2015/16
- Winter breaks usually less than two weeks
-
- Figure 10: Winter holidays abroad, market volume, by duration, percentage analysis, 2012/13-2015/16
- Short-haul trips continue to rise
-
- Figure 11: Winter holidays abroad, market volume, by short-haul vs long-haul, percentage analysis, 2012/13-2015/16
- Terrorism impacts winter sun destinations
-
- Figure 12: Winter holidays abroad, market volume, by destination country, 2014/15-2015/16, ranked on 2014/15 top 20
- Brits flock to the Nordic regions while impact of terror attacks revealed
-
- Figure 13: Winter holidays abroad, percentage change 2014/15-2015/16
- Late snow fall effecting ski resorts
Channels to Market
-
- Online booking still preferred
Market Drivers
-
- Brits continue to take more overseas holidays
-
- Figure 14: Overseas holidays volume and value trends, 2010-16
- Operators flexing around terrorism impact
- Hygge effect not all positive for overseas travel
- Northern Lights continue to appeal
- Ski destinations popular with non-skiers
- Christmas cruises prove popular
- The rise of health and wellness
Companies and Brands – What You Need to Know
-
- TUI and Thomas Cook remain top
- Donation to team GB for winter Olympics
- Incentives from Esprit Ski
- Jet2 add 1 million extra seats for Winter 2017/2018
Market Share
-
- TUI and Thomas Cook remain on top
-
- Figure 15: Company market volume shares in winter package holidays abroad, 2016/17
Launch Activity and Innovation
-
- Technology is being used at all touchpoints from inspiration…
- …to booking
- Building a holiday itinerary…
- And even while away
- Making the booking process more fun
- Allowing customers to give back
- Vouchers being used as incentives for customers and agents
- New flights and developments for Winter 2016/17 snow holidays
- The Epic pass gets more epic
- China set to be the next big thing
- Snowsports: destinations of the future?
- Operators and airlines adapt to cater for terror impact
The Consumer – What You Need to Know
-
- Summer more popular time to take holidays except short breaks outside of Europe
- Decline in short UK trips and longer European holidays
- Summer holidays seen as main trip for majority of Brits
- Half of Brits open to influence when booking winter breaks
- Political instability remains an issue for many
- Spain remains top choice for a European winter getaway
- Booking process similar for winter snow and beach getaways
- Younger Brits most likely to seek winter snow
- Winter snow fans most keen to see Northern Lights
Winter versus Summer Holidays
-
- Summer more popular time to take holidays except short breaks outside of Europe
-
- Figure 16: Types of holidays taken/booked in 12 months since 1 April 2016, March 2017
- Holidaymakers going away in summer more but less for short winter trips
- Older consumers holiday less
-
- Figure 17: Types of holidays taken/booked in 12 months since 1 April 2015 vs 12 months since April 2016, March 2017
- Decline in short UK trips and longer European holidays
-
- Figure 18: Changes in Types of holidays taken/booked 2015/16 vs 2016/17, March 2017
Attitudes towards Winter Holidays Abroad
-
- Summer holidays seen as main trip for majority of Brits
- Golden opportunity for long-stay winter breaks
- Winter holidays back on the agenda for a third
-
- Figure 19: General attitudes towards winter holidays, March 2017
Sources of Inspiration and Considerations When Booking a Winter Holiday
-
- Half of Brits open to influence when booking winter breaks
- Men a key audience for travel companies
- Families on the hunt for deals
- Political instability remains an issue for many
- City dwellers and snowsports fans more open to risks
- A third impacted by risk of adverse weather
-
- Figure 20: Sources of inspiration and considerations for winter holidays, March 2017
Intent to Visit European Winter Holiday Destinations
-
- Spain remains top choice for European winter getaway
-
- Figure 21: European winter holiday destinations visited/planned to visit in 2017/18 vs 2016/17, March 2017
Intent to Visit Non-European Winter Holiday Destinations
-
- USA remains top choice for long-haul winter holidays
- Older travellers and families most keen to stay in Europe
- Appetite for Egypt on the up
-
- Figure 22: Non-European winter holiday destinations visited/planned to visit in 2017/18 vs 2016/17, March 2017
Attitudes towards Winter Snow Holidays Abroad
-
- Booking process similar for winter snow and beach getaways
- Young affluent favour travel agents for winter snow breaks
- Opportunity to upsell at booking
-
- Figure 23: Attitudes towards winter snow holiday activities and booking process, March 2017
- Londoners and families open to new ski spots
-
- Figure 24: Attitudes towards future snowsports holidays, March 2017
Snow Holidays Taken
-
- Younger Brits most likely to seek winter snow
-
- Figure 25: Snow holiday bookings (taken or booked) for Winter 2016/17, March 2017
Occasions for Snow Holiday
-
- Family trip most common for snow holidays
-
- Figure 26: Occasions for snow holiday (taken or booked) for Winter 2016/2017, March 2017
- Parents and children most likely to be hitting the slopes together
-
- Figure 27: Family members on snow holiday (taken or booked) for Winter 2016/2017, March 2017
Participation and Interest in Snowsports Activities
-
- Winter snow fans most keen to see Northern Lights
- Holidaymakers keen to explore snow country
- Older adults may be drawn to snowy climates by new activities
-
- Figure 28: Participation in snowsports and activities (taken or booked) for Winter 2016/2017, March 2017
Appendix – Data Sources, Abbreviations and Supporting Information
-
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
-
-
- Figure 29: Forecast of winter holidays abroad, market volume, 2015/16-2020/21
- Figure 30: Forecast of winter holidays abroad, market value, 2015/16-2020/21
- Forecast methodology
-
Appendix – Market Segmentation
-
-
- Figure 31: Winter holidays abroad, market volume, by month, 2012/13-2015/16
- Figure 32: Winter holidays abroad, market volume, by package vs independent, 2012/13-2015/16
- Figure 33: Winter holidays abroad, market volume, by duration, percentage analysis, 2012/13-2015/16
- Figure 34: Winter holidays abroad, market volume, by short-haul vs long-haul, percentage analysis, 2012/13-2015/16
-
- Figure 35: Winter holidays abroad, market volume, by age, percentage analysis, 2012/13-2015/16
-
Back to top