What you need to know

The short-haul market is outperforming the long-haul market as more consumers prefer to spread their holiday budget across multiple European breaks over the course of the year, rather than take one long, expensive holiday further afield.

The biggest threat to the short-haul market is the rising popularity of staycations. More UK residents have been drawn to holiday domestically following good weather and the weaker Pound. If travel to the EU becomes more difficult (or more expensive) post-Brexit then the domestic holiday market should benefit, at the expense of short-haul overseas travel. Despite this, Mintel expects the market for European holidays to continue to grow, thanks to ongoing demand for short breaks, whether at home or abroad.

This trend has already hampered the long-haul holiday market, with the sector’s most popular region, the US, seeing a decline in inbound tourism from the UK in 2017. Operators are likely to target growth in alternative destinations such as Brazil and Argentina, where the Pound has started to stretch a little further in recent times.

Scope of this Report

This Report examines the habits and attitudes of British holidaymakers concerning both long-haul and short-haul holidays. Long-haul refers to all holidays outside Europe, including holidays involving cruises. Short-haul refers to all holidays in Europe (excluding the UK). A holiday must constitute at least one overnight stay. The business travel market is not reviewed in this Report.

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