Table of Contents
Executive Summary
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- The market
- More travellers will take a staycation amid Brexit uncertainties in 2019
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- Figure 1: Forecast volume of domestic holidays taken by British residents, 2014-24
- Staycations forecast to grow at a modest pace in the coming years
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- Figure 2: Forecast value* of domestic holidays taken by British residents, 2014-24
- Micro-breaks can help to boost Britain’s short break market
- Short breaks can help to achieve seasonal spread
- The Tourism Sector Deal aims to create Tourism Zones to help improve regional spread
- Companies and brands
- Deutsche Bahn showcases look-a-like landmarks to spark interest in domestic holidays
- VisitEngland encourages young people to take staycations
- Making Greater Manchester one of the leading green city regions in Europe
- The consumer
- Participation in domestic holidays has risen since the EU referendum
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- Figure 3: UK holiday taking, 2016-19
- Domestic holidaymakers intend to holiday more frequently in the UK
- Brits are looking to discover more places within the UK
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- Figure 4: Reasons for taking more UK holidays in the next 12 months, July 2019
- Untapped potential for Scotland, Wales, South West and Yorkshire & Humberside
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- Figure 5: UK holiday destinations, visited versus considered, July 2019
- Short breaks under pressure
- City breaks, cultural, culinary and spa holidays are the least seasonal holiday types
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- Figure 6: Considered holiday types, by season, July 2019
- Devon/Cornwall, Scotland and Wales strongly associated with natural beauty
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- Figure 7: Perceptions of UK regions and nations, July 2019
- High interest in multi-centre holidays in the UK
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- Figure 8: Attitudes towards domestic holidays, July 2019
- High potential for cheaper long-distance trains between UK cities
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- Figure 9: Attitudes towards flying and travelling by train in the UK, July 2019
- What we think
Issues and Insights
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- Boosting visitation across the regions
- The facts
- The implications
- Boosting visitation across the seasons
- The facts
- The implications
The Market – What You Need to Know
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- More travellers will take a staycation amid Brexit uncertainties in 2019
- Staycations forecast to grow at a modest pace in the coming years
- Micro-breaks can help to boost Britain’s short break market
- Short breaks can help to achieve seasonal spread
- The Tourism Sector Deal aims to create Tourism Zones to help improve regional spread
Market Size and Forecast
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- More travellers will take a staycation amid Brexit uncertainties in 2019
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- Figure 10: Forecast volume and value* of domestic holidays taken by British residents, 2014-24
- Staycations forecast to grow at a modest pace in the coming years
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- Figure 11: Forecast volume of domestic holidays taken by British residents, 2014-24
- Figure 12: Forecast value* of domestic holidays taken by British residents, 2014-24
- Forecast methodology
Market Segmentation
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- Largest increase in domestic holidays to Wales in 2018
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- Figure 13: Holidays in Great Britain taken by British residents, by region visited, 2016-18
- Surge in domestic holidays in cities/large towns in 2018
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- Figure 14: Holidays in Great Britain taken by British residents, by type of destination, 2016-18
- Micro-breaks can help to boost Britain’s short break market
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- Figure 15: Holidays in Great Britain taken by British residents, by duration, 2015-18
- Short breaks can help to achieve seasonal spread
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- Figure 16: Holidays volume and nights in Great Britain taken by British residents, by quarter, 2018
Market Drivers
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- Domestic market will benefit from low value of the Pound
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- Figure 17: Pound versus euro and US Dollar, 20 May 2016-2 September 2019
- Relatively good summer weather in the UK in 2019, though not as strong as 2018
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- Figure 18: UK mean temperature in °C, by quarter, 2013-19
- The Tourism Sector Deal aims to create Tourism Zones to help improve regional spread
- Growth of overseas holidays set to outpace the domestic market between 2020 and 2023
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- Figure 19: Domestic holiday volume versus overseas holiday volume, 2008-23
Companies and Brands – What You Need to Know
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- Deutsche Bahn showcases look-a-like landmarks to spark interest in domestic holidays
- VisitEngland encourages young people to take staycations
- VisitScotland supports campaign to promote water experiences
- Making Greater Manchester one of the leading green city regions in Europe
- UK Breakaways has introduced a new rail booking engine
Launch Activity and Innovation
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- Inspirational campaigns abroad
- Elba Island visitors get a refund if it rains for more than two hours per day
- Deutsche Bahn showcases look-a-like landmarks to spark interest in domestic holidays
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- Figure 20: Deutsche Bahn ‘No need to fly’ campaign, June 2019
- Campaigns to boost staycations in the UK
- VisitEngland encourages young people to take staycations
- The Mayor of London aims to boost domestic visits to London
- Focus on experiences to boost domestic travel
- VisitScotland supports campaign to promote water experiences
- Glen Dye offers experience-based itineraries built around a theme
- Local campaigns encourage destinations to work on their ‘green’ image
- Making Greater Manchester one of the leading green city regions in Europe
- Welsh county Anglesey awarded Plastic Free Community
- Eco-friendly transport opens opportunities for travelling more sustainably
- UK Breakaways has introduced a new rail booking engine
- SeaBubbles aims to make smarter and greener use of waterways
The Consumer – What You Need to Know
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- Participation in domestic holidays has risen since the EU referendum
- Families particularly cautious when booking holidays amid uncertainties
- Untapped potential for Scotland, Wales, South West and Yorkshire & Humberside
- City breaks, cultural, culinary and spa holidays are the least seasonal holiday types
- Devon/Cornwall, Scotland and Wales strongly associated with natural beauty
- High potential for cheaper long-distance trains between UK cities
Domestic Holiday Taking
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- Participation in domestic holidays has risen since the EU referendum
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- Figure 21: UK holiday taking, 2016-19
Domestic Holidaying Intentions
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- Domestic holidaymakers intend to holiday more frequently in the UK
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- Figure 22: UK holidaying intentions, July 2018 vs July 2019
- Families particularly cautious when booking holidays amid uncertainties
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- Figure 23: Household profile of those interested in taking more UK holidays, July 2018 vs July 2019
- Brits are looking to discover more places within the UK
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- Figure 24: Reasons for taking more UK holidays in the next 12 months, July 2019
Domestic Holiday Destinations
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- Untapped potential for Scotland, Wales, the South West and Yorkshire & Humberside
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- Figure 25: UK holiday destinations, visited versus considered, July 2019
- Younger Brits are less interested in holidaying in regions outside of London
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- Figure 26: Considered UK holiday destinations, by age and presence of children in household, July 2019
Domestic Holiday Duration
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- Short breaks under pressure
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- Figure 27: UK holiday length, 2016-19
Considered Holiday Types by Season
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- City breaks, cultural, culinary and spa holidays are the least seasonal holiday types
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- Figure 28: Considered holiday types, by season, July 2019
- Younger travellers show above-average interest in activity, culinary and spa holidays
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- Figure 29: Considered holiday types in winter, by age, July 2019
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- Figure 30: Considered holiday types in spring, by age, July 2019
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- Figure 31: Considered holiday types in summer, by age, July 2019
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- Figure 32: Considered holiday types in autumn, by age, July 2019
Perceptions of UK Regions and Nations
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- Older generations perceive London as expensive
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- Figure 33: Correspondence Analysis of perceptions of UK regions and nations, July 2019
- Devon/Cornwall, Scotland and Wales strongly associated with natural beauty
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- Figure 34: Perceptions of UK regions and nations, July 2019
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- Figure 35: Perceptions of UK regions and nations among visitors*, July 2019
Attitudes towards Domestic Holidays and Transport
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- High interest in multi-centre holidays in the UK
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- Figure 36: Attitudes towards domestic holidays, July 2019
- High potential for cheaper long-distance trains between UK cities
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- Figure 37: Attitudes towards flying and travelling by train in the UK, July 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Correspondence analysis methodology
Appendix – Market Size and Forecast
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- Volume forecast for domestic holidays taken by British residents
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- Figure 38: Forecast volume of domestic holidays taken by British residents, 2019-24
- Value forecast for domestic holidays taken by British residents
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- Figure 39: Forecast value* of domestic holidays taken by British residents, 2019-24
- Forecast methodology
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