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Domestic Tourism - UK - September 2011

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Domestic holidays market size and forecast, 2006-16
Market factors
Figure 2: Indexed growth in numbers of passengers carried by Ryanair and easyJet, 2006-10
Figure 3: Annual average exchange rates for Sterling, 2006-11
Companies, brands and innovation
The consumer
Almost six in ten have taken a UK holiday in the past year
Figure 4: Types of holiday taken in the past 12 months, June 2011
Seaside is most popular location
Figure 5: UK locations visited on holiday or short break in past 12 months, June 2011
Weather and cost/value deter people from holidaying in the UK
Figure 6: Attitudes towards holidays in the UK, June 2011
What we think
ISSUES IN THE MARKET
How can domestic tourism operators counter the problem of the UK weather?
How can operators convert short breakers to taking longer holidays in the UK?
What can operators do to counter the issue of rising petrol prices?
Are there opportunities for operators to capitalise on the weakness of the pound abroad?
FUTURE OPPORTUNITIES
Trend: Sense of the Intense
Trend: Snack Society
INTERNAL MARKET ENVIRONMENT
Key points
Low-cost carriers provide cheap route to overseas holidays
Figure 7: Passenger growth at UK airports, 2000-10
Figure 8: Scheduled passengers carried by leading low-cost carriers, 2006-10
UK still seen as expensive relative to other destinations
Figure 9: Average hotel prices for selected UK and international cities, 2009-10
Travel disruptions
Air passenger duty
BROADER MARKET ENVIRONMENT
Key points
Economic outlook: Cloudy with some sunshine in prospect
Figure 10: GDP, PDI, consumer expenditure and savings, at constant 2006 prices, 2006-16
Economy struggles to avoid double-dip
Figure 11: GDP quarterly percentage change, Q1 2004-Q1 2011
Consumer confidence ebbs away
Figure 12: GfK NOP Consumer Confidence Index, January 2008-August 2011
Economy and personal finances are consumers’ main concerns
Figure 13: Trends in personal concerns, March 2010-March 2011
Population trends favour overseas holidays
Figure 14: Trends in the age structure of the UK population, 2006-16
AB growth good for all types of holiday
Figure 15: Forecast adult population trends, by socio-economic group, 2006-16
Fuel price headache
Figure 16: UK average petrol prices, January 2009-May 2011
Increased broadband penetration extends the range of possibilities
Figure 17: Broadband penetration by demographics, 2006-10
Exchange rates work in favour of domestic holidays
Figure 18: Annual average exchange rates for Sterling, 2006-11
Extremes of weather becoming more commonplace
Figure 19: UK weather trends, 2006-10
COMPETITIVE CONTEXT
Key points
Holidays dominate the leisure landscape
Figure 20: UK leisure market value size trends by segment, at current prices, 2006-10
Holiday volumes shrink
Figure 21: Holiday market size trends, 2006-10
Domestic holidays increase share in recession
Figure 22: Domestic versus overseas holidays, 2006-10
Figure 23: Domestic versus overseas holidays expenditure, 2006-10
Spain and France most popular overseas holiday destinations
Figure 24: Most popular destinations for UK holidaymakers, 2006 and 2010
WHO’S INNOVATING?
Key points
Haven spices up its food offer
Eco-tourism gathers momentum
Technology continues to drive innovation
Take Me to the River
Shearings opts for late deals brochure
Visit Wales get personal
Vauxhall Hits the Road
Bring the whole family
MARKET SIZE AND FORECAST
Key points
Figure 25: Domestic holidays market size trends, 2006-16
Past and present
Future
Forecast
Figure 26: Volume forecast of domestic holidays, 2006-16
Figure 27: Value forecast of domestic holidays, 2006-16
Forecast methodology
SEGMENT PERFORMANCE
Key points
Short breaks vs long breaks
Figure 28: Short break vs long break volume market size trends (trips), 2006-10
Figure 29: Short break vs long break volume market size trends (nights), 2006-10
Figure 30: Short break vs long break value market size trends, 2006-10
Length of holiday
Figure 31: Trends in average nights per trip for domestic holidays, by sector, 2006-10
Average spend per trip
Figure 32: Trends in average spend per person for domestic holiday trips, by sector, 2006-10
Average spend per night
Figure 33: Trends in average cost per night for domestic holiday trips, by sector, 2006-10
Number of holidays taken
Figure 34: Number of holidays* taken in the UK and abroad, 2010
Timing of holiday
Figure 35: Month when holiday/short breaks began, 2010
MARKET SHARE
Key points
West Country top for short breaks and holidays
Figure 36: Area visited in British Isles, 2010
Brits really do like to be beside the seaside
Figure 37: Share of holiday trips* by type of destination, 2006-10
Figure 38: Type of holiday taken in British Isles, 2010
Visitor attractions continue to perform
Free attractions
Figure 39: Top ten UK free visitor attractions, by visitor numbers, 2009-10
Paid attractions
Figure 40: Top ten* UK paid visitor attractions, by visitor numbers, 2009-10
Rented accommodation tops for holidays
Figure 41: Type of accommodation used in British Isles, 2010
Getting there
Figure 42: Main method of transport for holidays in British Isles, 2010
COMPANIES AND PRODUCTS
Butlins Skyline Ltd
Figure 43: Key financials for Butlins Skyline Limited, 2008-09
Haven Leisure Ltd
Figure 44: Key financials for Haven Leisure Limited, 2008-09
The Hoseasons Group Ltd
Figure 45: Key financials for The Hoseasons Group Limited*, 2008-09
Premier Inn
Shearings Holidays
Figure 46: Key financials for Shearings Holidays Limited, 2009-10
Figure 47: Key financials for Shearings Group Limited, 2009-10
VisitEngland
Figure 48: VisitEngland customer segmentation
Figure 49: Campaign calendar, VisitEngland, 2011-12
VisitScotland
VisitWales
CHANNELS TO MARKET
Key points
Late booking becomes the norm
Figure 50: When booking for holiday in British Isles was made, 2010
Net dominates holiday search process
Figure 51: Sources used to get information for holiday in British Isles, 2010
Book-it-Yourself
Figure 52: How holiday for British Isles was booked, 2010
WHAT TYPES OF HOLIDAY HAVE BEEN TAKEN IN THE PAST YEAR?
Key points
Over a third have taken a domestic holiday
Figure 53: Types of holiday taken in the past 12 months, June 2011
The domestic holidaymaker
The domestic holidaymaker (1-3 nights)
The domestic holidaymaker (4 or more nights)
The domestic package holiday-taker
The domestic independent holiday-taker
Figure 54: Types of holiday taken in the past 12 months, by most popular types of holiday taken in the past 12 months, June 2011
WHICH UK LOCATIONS ARE THE MOST POPULAR PLACES TO VISIT?
Key points
Figure 55: UK locations visited on holiday or short break in past 12 months, June 2011
Short break-takers favour city destinations
Figure 56: UK locations visited on holiday or short break in past 12 months, by most popular types of holiday taken in the past 12 months, June 2011
Figure 57: UK locations visited on holiday or short break in past 12 months, by next most popular types of holiday taken in the past 12 months June 2011
WHAT ARE PEOPLE’S ATTITUDES TOWARDS HOLIDAYS IN THE UK?
Key points
Figure 58: Attitudes towards holidays in the UK, June 2011
Rain, rain, go away
Cost and perceived poor value also deter
One in four to holiday in UK in next year
Third agers feel the impulse
Weather is the major deterrent for overseas holiday-takers
Figure 59: Attitudes towards holidays in the UK, by most popular types of holiday taken in the past 12 months June 2011
High satisfaction levels among independent short break-takers
Figure 60: Attitudes towards holidays in the UK, by next most popular types of holiday taken in the past 12 months June 2011
Overseas package holiday-takers most deterred by weather
Figure 61: Attitudes towards holidays in the UK, by other types of holiday taken in the past 12 months June 2011
DOMESTIC TOURISM TARGETING OPPORTUNITIES
Key points
Figure 62: Domestic tourism target groups, June 2011
Converted
Demographics
Marketing message
Indifferent
Demographics
Marketing message
Deterred
Demographics
Marketing message
Nearly a third of Deterred group have taken a short break in the UK
Figure 63: Types of holiday taken in the past 12 months, by target groups, June 2011
Deterred most likely to have taken UK city trip
Figure 64: UK locations visited on holiday or short break in past 12 months, by target groups, June 2011
APPENDIX – MARKET SIZE AND FORECAST
Figure 65: Domestic holidays market volume and forecast, best and worst case scenarios, 2011-16
Figure 66: Domestic holidays market value and forecast, best and worst case scenarios, 2011-16
APPENDIX – WHAT TYPES OF HOLIDAY HAVE BEEN TAKEN IN THE PAST YEAR?
Figure 67: Most popular types of holiday taken in the past 12 months, by demographics, June 2011
Figure 68: Next most popular types of holiday taken in the past 12 months, by demographics, June 2011
Figure 69: Other types of holiday taken in the past 12 months, by demographics, June 2011
APPENDIX – WHICH UK LOCATIONS ARE THE MOST POPULAR PLACES TO VISIT?
Figure 70: UK locations visited on holiday or short break in past 12 months, by demographics, June 2011
APPENDIX – WHAT ARE PEOPLE’S ATTITUDES TOWARDS HOLIDAYS IN THE UK?
Figure 71: Most popular attitudes towards holidays in the UK, by demographics, June 2011
Figure 72: Next most popular attitudes towards holidays in the UK, by demographics, June 2011
Figure 73: Other attitudes towards holidays in the UK, by demographics, June 2011
APPENDIX – DOMESTIC TOURISM TARGETING OPPORTUNITIES
Figure 74: Domestic tourism target groups, by demographics, June 2011
Figure 75: Attitudes towards holidays in the UK, by target groups, June 2011

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