City and Short Breaks in the UK - UK - April 2006

INTRODUCTION AND ABBREVIATIONS
Definition
Consumer research
ACORN
 ABBREVIATIONS
PREMIER INSIGHT
Challenging conceptions over price and value for money
Greater flexibility in terms of time and distance
SUMMARY OF KEY REPORT FINDINGS
Growing wealth supports short breaks as an ‘extra’
Shift towards urban breaks
Short breaks outstripping growth in domestic holidays
Short breaks a driver’s market
Growth of independent and Internet bookings
London and Cornwall on top
Consumers seek proximity and convenience
Consumers demand freshness and better value
Challenging the notion that overseas trips are cheaper
MARKET FACTORS
Economic factors
Figure 1: Trends in personal disposable income and consumer expenditure, 2001-11
Socio-economic grouping
Figure 2: Forecast adult population trends, by socio-economic group, 2001-11
Lifestage
Figure 3: Forecast adult population trends, by lifestage, 2000-11
Figure 4: Duration of trips in the last 12 months, by lifestage, 2001-05
Weather
Figure 5: Annual temperature, sunshine and rainfall in the UK, 2002-05
Car ownership
Figure 6: Trends in the number of cars in the UK by the population, 2000-10
Buoyant holiday market
Figure 7: Domestic and overseas holiday volume, 2000-06
Short versus long holidays
Figure 8: Short versus long holidays, 2001-06
Figure 9: Domestic short-break and long break holidaymakers by socio-demographic groups, 2006
Figure 10: Domestic short-break and long break holidaymakers by age, 2006
Internet penetration increasing
Figure 11: Internet penetration, by gender, socio-economic group and age, Jan 2001-Jan 2006
Low-cost boom
MARKET SIZE AND TRENDS
Figure 12: Volume and value of domestic city/short break market, 2001-06
Figure 13: Adults who took a UK holiday for 1-3 nights in the last 12 months, 2001-05
MARKET SEGMENTATION
Type of holiday taken
Figure 14: Type of holiday taken for last UK holiday for 1-3 nights, 2001-05
Method of transport
Figure 15: Main method of transport used for last UK holiday for 1-3 nights, 2001-05
Number of holidays taken
Figure 16: Number of holidays taken in the last 12 months, 2003-05
Destination
Figure 17: Where visited for last UK holiday for 1-3 nights, 2001-05
Seasonality
Figure 18: Month of last UK holiday taken for 1-3 nights against all domestic holidays, 2001-05
DISTRIBUTION
Booking method
Figure 19: How last UK holiday for 1-3 nights was booked, 2001-05
Figure 20: Booking method for last UK holiday for 1-3 nights, 2003 & 2005
Sources of information used
Figure 21: Sources of information used for last UK holiday for 1-3 nights, 2002-05
When the holiday was booked
Figure 22: Booking time for last UK holiday for 1-3 nights, 2001-05
THE SUPPLY STRUCTURE
Type of accommodation used
Figure 23: Type of accommodation used for last UK holiday for 1-3 nights, 2001-05
Hotels
Holiday centres, village parks and caravan sites
VisitBritain and the national tourist boards
THE CONSUMER
 CITY DESTINATIONS
Figure 24: Cities and towns visited in the past 5 years, November 2005
Visitors to destinations by demographics
Figure 25: Cities and towns visited in the past 5 years by gender, age, socio-economic group, and marital and working status, November 2005
Figure 26: Cities and towns visited in the past 5 years by region and ACORN group, November 2005
Figure 27: Cities and towns visited in the past 5 years by detailed lifestage, November 2005
Figure 28: Cities and towns visited in the past 5 years by car ownership, media and grocery store usage, November 2005
 REGIONAL DESTINATIONS
Figure 29: Regions visited in the past 5 years, November 2005
Regional tourists’ town and city visits
Figure 30: Proportion of regional visitors visiting town and city destinations in past 5 years, November 2005
Figure 31: Proportion of regional visitors visiting town and city destinations in past 5 years, November 2005
Visitors to regional destinations by demographics
Figure 32: Regions visited in the past 5 years by gender, age, socio-economic group, and marital and working status, November 2005
Figure 33: Regions visited in the past 5 years by region and ACORN group, November 2005
Figure 34: Regions visited in the past 5 years by detailed lifestage, November 2005
Figure 35: Regions visited in the past 5 years by car ownership, media and grocery store usage, November 2005
CONSUMER ATTITUDES AND TARGETING OPPORTUNITIES
 ATTITUDES TOWARDS BREAKS IN THE UK
Figure 36: Attitudes towards holidays in the UK, November 2005
Attitudes by types of holiday taken
Figure 37: Attitudes towards holidays in the UK by type of holiday taken, November 2005
UK or abroad? Factors influencing destination decisions
Figure 38: Factors influencing holiday choice, November 2005
 TARGETING OPPORTUNITIES
Patriotic (27% of the population or 13.2 million adults)
A-broad Minded (28% of the population or 13.7 million adults)
Apathetic (46% of the population or 22.5 million adults)
Target groups by demographics
Figure 39: Target groups by gender, age, socio-economic status, working and marital status, November 2005
Figure 40: Target groups by region and ACORN group status, November 2005
Figure 41: Target groups by detailed lifestage, November 2005
Figure 42: Target groups by car ownership, media and grocery store usage, November 2005
 NUMBER OF CITIES VISITED
Figure 43: Multiple trips by cities visited, November 2005
 NUMBER OF REGIONS VISITED
Figure 44: Multiple trips by regions visited, November 2005
DETAILED DEMOGRAPHICS
 ATTITUDES TOWARDS TRAVELLING IN THE UK
Figure 45: Attitudes towards travelling in the UK by gender, age, socio-economic group, and marital and working status, November 2005
Figure 46: Attitudes towards travelling in the UK by region and ACORN group, November 2005
Figure 47: Attitudes towards travelling in the UK by detailed lifestage, November 2005
Figure 48: Attitudes towards travelling in the UK by car ownership, media and grocery store usage, November 2005
 FACTORS INFLUENCING HOLIDAY CHOICE
Figure 49: Factors influencing holiday choice, November 2005
Factors influencing holiday choice by demographics
Figure 50: Factors influencing holiday choice by gender, age, socio-economic group, and marital and working status, November 2005
Figure 51: Factors influencing holiday choice by region and ACORN group, November 2005
Figure 52: Factors influencing holiday choice by detailed lifestage, November 2005
Figure 53: Factors influencing holiday choice by car ownership, media and grocery store group, November 2005
Further factors influencing holiday choice by demographics
Figure 54: Further factors influencing holiday choice by gender, age, socio-economic group, and marital and working status, November 2005
Figure 55: Further factors influencing holiday choice by region and ACORN group, November 2005
Figure 56: Factors influencing holiday choice by detailed lifestage, November 2005
Figure 57: Further factors influencing holiday choice by car ownership, media and grocery store group, November 2005
Other cities and towns visited
Figure 58: Cities and towns visited in the past 5 years by gender, age, socio-economic group, and marital and working status, November 2005
Figure 59: Cities and towns visited in the past 5 years by region and ACORN group, November 2005
Figure 60: Cities and towns visited in the past 5 years by detailed lifestage, November 2005
Figure 61: Cities and towns visited in the past 5 years by car ownership, media and grocery store group, November 2005
Other regions visited
Figure 62: Regions visited in the past 5 years by gender, age, socio-economic group, and marital and working status, November 2005
Figure 63: Regions visited in the past 5 years by region and ACORN group, November 2005
Figure 64: Regions visited in the past 5 years by detailed lifestage, November 2005
Figure 65: Regions visited in the past 5 years by car ownership, media and grocery store group, November 2005
Factors influencing choice by type of holiday taken
Figure 66: Factors influencing holiday choice by type of holiday taken, November 2005
THE FUTURE
Living with overseas rivals: re-branding and re-pricing
Internet growth and telephone decline
Activity breaks can reinvigorate the market
Greater time and price flexibility
FORECAST
Figure 67: Forecast for the short breaks in the UK, both volume and value, 2006-11
 FACTORS USED IN THE FORECAST