Table of Contents
Executive Summary
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- The market
- Short-haul only marginally up in 2018
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- Figure 1: Forecast volume of short-haul* holidays taken by UK residents (number of trips), 2014-24
- Growth in long-haul in 2018 driven by strong performance of Mexico, Tunisia and Jamaica
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- Figure 2: Forecast volume of long-haul holidays taken by UK residents (number of trips), 2014-24
- Central and Eastern Europe recorded highest growth
- Short-haul destinations Turkey, Italy and Greece saw a significant increase in UK holidays in 2018
- Value of pound at risk amid rising fears for no deal
- Companies and brands
- Travellers now have the opportunity to book adventurous group tours via Airbnb
- Thomas Cook offers local experiences to guests
- Visit Jackson Hole Travel & Tourism Board asks travellers to tag responsibly
- Im group acquires Qixxit to combine long-distance bus, train and flight options
- The consumer
- Domestic market set to show more resilience amid Brexit uncertainties
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- Figure 3: Holiday destinations visited in the last two years, July 2018 and July 2019
- Future booking intentions for short-haul and long-haul similar to last year
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- Figure 4: Overseas holiday plans for the next 12 months, July 2018 and July 2019
- Spain remains most desired short-haul destination
- English-speaking long-haul destinations more likely to be considered
- Short-haul holidaymakers more price and time sensitive
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- Figure 5: Most important factors for a holiday, Europe vs outside Europe, July 2019
- Value for money tops the list of reasons for holidaying in Europe
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- Figure 6: Reasons for holidaying in Europe, July 2019
- Long-haul travellers are looking to discover new places
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- Figure 7: Reasons for holidaying outside of Europe, July 2019
- Interest in multi-centre holidays is high in Europe and beyond
- Young and wealthy holidaymakers are more likely to associate long-haul with excitement and luxury
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- Figure 8: Attitudes towards long-haul vs short-haul destinations, July 2019
- Eco-friendly accommodation is on travellers’ radar
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- Figure 9: Attitudes towards sustainability, July 2019
- What we think
Issues and Insights
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- Catering for those interested in multi-centre holidays
- The facts
- The implications
- Helping consumers to travel sustainably
- The facts
- The implications
The Market – What You Need to Know
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- Short-haul only marginally up in 2018
- Growth in long-haul in 2018 driven by strong performance of Mexico, Tunisia and Jamaica
- Central and Eastern Europe recorded highest growth
- Short-haul destinations Turkey, Italy and Greece saw a significant increase in UK holidays in 2018
- Value of pound at risk amid rising fears for no-deal
Market Size and Forecast – Short-haul
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- Short-haul only marginally up in 2018
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- Figure 10: Forecast volume and value* of short-haul holidays** taken by UK residents, 2014-24
- Short-haul market will benefit from rising demand for shorter breaks
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- Figure 11: Forecast volume of short-haul* holidays taken by UK residents (number of trips), 2014-24
- Figure 12: Forecast value* of short-haul** holidays taken by UK residents, 2014-24
- Forecast methodology
Market Size and Forecast – Long-haul
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- Growth in long-haul in 2018 driven by strong performance of Mexico, Tunisia and Jamaica
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- Figure 13: Forecast volume and value* of long-haul holidays taken by UK residents, 2014-24
- Mintel expects lower demand for destinations with a long flight time due to popularity of shorter breaks
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- Figure 14: Forecast volume of long-haul holidays taken by UK residents (number of trips), 2014-24
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- Figure 15: Forecast value* of long-haul holidays taken by UK residents, 2014-24
- Forecast methodology
Market Segmentation
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- Central and Eastern Europe recorded highest growth
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- Figure 16: Volume of UK overseas holidays by global region, 2015-18
- Short-haul destinations Turkey, Italy and Greece saw a significant increase in UK holidays in 2018
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- Figure 17: Top 10 short-haul destinations, by volume of UK holidays, 2015-18
- High growth in UK holidays to long-haul destination Mexico in 2018
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- Figure 18: Top 10 long-haul destinations, by volume of UK holidays, 2015-18
Market Drivers
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- Value of pound at risk amid rising fears for no deal
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- Figure 19: Sterling exchange rate versus selected currencies, annual averages, 2013-17, and spot rate 9 August 2019
- Rise in shorter breaks poses a threat to destinations with a long flight time
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- Figure 20: Volume of UK overseas holidays by global region, by duration, 2018
- Sustainable travel increasingly important amid growing holiday market
Companies and Brands – What You Need to Know
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- Travellers now have the opportunity to book adventurous group tours via Airbnb
- Thomas Cook offers local experiences to guests
- Sri Lanka offers free visa to boost tourism following terror attacks in April 2019
- Visit Jackson Hole Travel & Tourism Board asks travellers to tag responsibly
- Im group acquires Qixxit to combine long-distance bus, train and flight options
Launch Activity and Innovation
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- Involving locals to enhance the holiday experience
- Travellers now have the opportunity to book adventurous group tours via Airbnb
- Thomas Cook offers local experiences to guests
- Campaigns and offers to boost tourism
- Tourism New Zealand launches 100% Pure New Zealand campaign
- Sri Lanka offers free visa to boost tourism following terror attacks in April 2019
- New campaigns to educate travellers to take/post pictures responsibly
- Visit Jackson Hole Travel & Tourism Board asks travellers to tag responsibly
- The Dutch tourist board has called on visitors to take tulip-friendly selfies
- Partnerships and acquisitions to inspire and simplify the holiday planning process
- Airbnb and 23andMe inspire travellers to connect with their heritage
- Im group acquires Qixxit to combine long-distance bus, train and flight options
The Consumer – What You Need to Know
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- Future booking intentions for short-haul and long-haul similar to last year
- Spain remains most desired short-haul destination
- Short-haul holidaymakers more price and time sensitive
- Value for money tops the list of reasons for holidaying in Europe
- Long-haul travellers are looking to discover new places
- Interest in multi-centre holidays is high in Europe and beyond
- Eco-friendly accommodation is on travellers’ radar
Holidays Taken
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- Domestic market set to show more resilience amid Brexit uncertainties
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- Figure 21: Holiday destinations visited in the last two years, July 2018 and July 2019
Customer Profile
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- Opportunity for long-haul brands to capitalise on 45-54s
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- Figure 22: Profile of short-haul vs long-haul travellers, by age groups, July 2019
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- Figure 23: Profile of short-haul vs long-haul travellers, by household income, July 2019
Holidaying Intentions
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- Future booking intentions for short-haul and long-haul similar to last year
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- Figure 24: Overseas holiday plans for the next 12 months, July 2018 and July 2019
Considered Destinations
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- Spain remains most desired short-haul destination
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- Figure 25: Intentions to visit short-haul destinations in the next two years, July 2019
- English-speaking long-haul destinations more likely to be considered
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- Figure 26: Intentions to visit long-haul destinations in the next two years, July 2019
Most Important Factors
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- Short-haul holidaymakers more price and time sensitive
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- Figure 27: Most important factors for a holiday, Europe vs outside Europe, July 2019
- Price of accommodation most important when travelling short-haul
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- Figure 28: Three most important factors for a holiday in Europe, July 2019
- Quality accommodation most important when travelling long-haul
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- Figure 29: Three most important factors for a holiday outside Europe, July 2019
Reasons for Holidaying
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- Value for money tops the list of reasons for holidaying in Europe
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- Figure 30: Reasons for holidaying in Europe, July 2019
- Long-haul travellers are looking to discover new places
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- Figure 31: Reasons for holidaying outside of Europe, July 2019
Attitudes towards Long/Short-haul Holidays
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- Interest in multi-centre holidays is high in Europe and beyond
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- Figure 32: Attitudes towards multi-centre holidays, July 2019
- Multi-centre holidays are highly appealing to wealthy young holidaymakers
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- Figure 33: Attitudes towards multi-centre holidays – CHAID analysis, July 2019
- Young and wealthy holidaymakers are more likely to associate long-haul with excitement and luxury
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- Figure 34: Attitudes towards long-haul vs short-haul destinations, July 2019
Attitudes towards Sustainability
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- Eco-friendly accommodation is on travellers’ radar
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- Figure 35: Attitudes towards sustainability, July 2019
- Younger generation and families more likely to look for eco-friendly accommodation
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- Figure 36: Attitudes towards eco-friendly accommodation, by demographics, July 2019
- Innovations and transparency are needed to enable travellers to make more sustainable transport choices
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Definitions
- Consumer research methodology
- CHAID analysis methodology
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- Figure 37: Long-haul vs short-haul holidays – CHAID – Table output, July 2019
Appendix – Market Size and Forecast
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- Volume forecast for short-haul holidays taken by UK residents
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- Figure 38: Forecast volume of short-haul* holidays taken by UK residents, 2019-24
- Value forecast for short-haul holidays taken by UK residents
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- Figure 39: Forecast value* of short-haul** holidays taken by UK residents, 2019-24
- Volume forecast for long-haul holidays taken by UK residents
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- Figure 40: Forecast volume of long-haul holidays taken by UK residents, 2019-24
- Value forecast for long-haul holidays taken by UK residents
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- Figure 41: Forecast value* of long-haul holidays taken by UK residents, 2019-24
- Forecast methodology
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