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Activity and Adventure Travel - UK - October 2015

"Consumers are becoming more active on their holidays. Being outdoors in nature, getting fitter and de-stressing are the leading consumer motivations."

This report looks at the following issues:

  • Mainstreaming activity and adventure travel
  • Healthy lifestyle brands

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Table of contents

  1. Overview

    • What you need to know
      • Scope of the report
      • Executive Summary

          • Activity market is large but dominated by walking
            • Figure 1: Participation in domestic activity holidays over the past 12 months, August 2015
            • Figure 2: Participation in overseas activity holidays over the past 12 months, August 2015
          • Large untapped potential
            • Figure 3: Experience in the past five years versus future interest in taking activity and adventure holidays, August 2015
          • Lure of the great outdoors
            • Figure 4: Reasons for taking activity and adventure holidays, August 2015
          • Demand for specialist help
            • Figure 5: Preferred travel arrangements for activity and adventure holidays, August 2015
          • Premium/budget split growing
            • Figure 6: Preferred level of accommodation for activity and adventure holidays, August 2015
          • Gastro-activity
            • Figure 7: Things that would help to make an activity/adventure holiday more appealing, August 2015
          • What we think
          • Issues and Insights

            • Mainstreaming activity and adventure travel
              • The facts
                • The implications
                  • Healthy lifestyle brands
                    • The facts
                      • The implications
                      • The Market – What You Need to Know

                        • Window of opportunity open for overseas travel
                          • Health of the nation: mixed messages
                            • Large-scale participation but walking dominates
                              • Activity seen as key way to diversify tourism
                                • Health & safety risks rising
                                • Market Background

                                  • Overseas holiday revival gathers steam
                                    • Figure 8: Overseas holiday market volume, value and average spend, 2009-14
                                  • Domestic market under pressure
                                    • Figure 9: Domestic holiday market volume, value and average spend, 2009-14
                                  • Macroeconomic factors boost revival
                                    • Figure 10: UK average weekly earnings (excluding bonuses)* vs CPI inflation, percentage change year on year, June 2013-June 2015
                                    • Figure 11: The wellbeing index, 2009-15
                                  • The UK’s activity deficit
                                    • Obesity crisis
                                      • Figure 12: Body Mass Index (BMI) categories, UK male adults, by age*, 2013
                                      • Figure 13: Body Mass Index (BMI) categories, UK female adults, by age*, 2013
                                    • Most popular exercise activities (after walking) are swimming, cycling and running
                                        • Figure 14: Participation at least once a month among adults aged 16+ in England, most popular 25 sports activities, April 2014-March 2015
                                      • Britain’s running boom
                                        • Figure 15: Number of performances in organised running events tracked by runbritain, 2011-14
                                      • Membership opportunities
                                        • Figure 16: UK sports club membership among adults aged 16+ in England, April 2014-March 2015
                                      • Domestic tourists becoming more active
                                        • Figure 17: Number of domestic overnight tourism trips (all purposes) involving physical activities, 2011-14
                                      • Tourism boards recognise activity potential
                                        • Growing safety risks
                                        • Market Size and Segmentation

                                          • A third of adults have been on an activity-focused trip
                                            • Problems of definition
                                              • Scope of domestic activity market
                                                • Figure 18: Participation in domestic activity holidays over the past 12 months, August 2015
                                              • Scope of overseas activity market
                                                • Figure 19: Participation in overseas activity holidays over the past 12 months, August 2015
                                              • Snowsports
                                                • Figure 20: Snowsports holidays, volume and value, 2008/09-2014/15
                                              • Overall growth trends and prospects
                                              • Key Players – What You Need to Know

                                                • Leading adventure brands
                                                  • Other key activity specialists
                                                    • Greater premiumisation and flexibility of product
                                                      • Family adventure, cycling and challenge expeditions all growing areas
                                                        • Use of technology to enhance customer experience
                                                        • Activity and Adventure Travel Brands

                                                          • Overall supply structure – DIY versus specialist activity
                                                            • Activity and adventure sectors
                                                              • ‘Adventure travel’ – Definitions
                                                                • Key ‘adventure travel’ brands
                                                                  • TUI
                                                                    • Other ‘adventure travel’ brands
                                                                      • Walking/cycling holiday brands
                                                                        • Snowsports brands
                                                                          • Hybrid/mixed activity brands
                                                                            • Other activity specialist brands
                                                                              • Turnover of key players
                                                                                • Figure 21: Turnover of selected UK activity/adventure travel brands, 2013 and 2014
                                                                            • Product Innovation and Trends

                                                                              • Technology – Selling the product
                                                                                • Technology – Activity tracking
                                                                                  • Cycling continues to be a high-growth segment
                                                                                    • Shift towards self-guided/independent style of adventure
                                                                                      • Growing segmentation: premium versus grassroots
                                                                                        • Family adventure seeing new product development
                                                                                          • Call of the wild
                                                                                          • The Consumer – What You Need to Know

                                                                                            • Taking the next step
                                                                                              • Cycling & expeditions likely to be among biggest growth markets
                                                                                                • Back to nature is major driver
                                                                                                  • Big opportunity for specialists
                                                                                                    • Softly, softly
                                                                                                      • Budget versus premium camps
                                                                                                      • Physical Activity Levels

                                                                                                        • Extending daily activity into holiday activity
                                                                                                          • Figure 22: Physical activity levels, August 2015
                                                                                                      • Activity and Adventure Travel Experience

                                                                                                        • Core demographics for activity holidays
                                                                                                          • Figure 23: Past experience of activity and adventure holidays, August 2015
                                                                                                          • Figure 24: Activity and adventure travel experience in the last five years, by physical activity levels, August 2015
                                                                                                      • Potential Growth of Activity and Adventure Travel

                                                                                                        • Large scope for expansion in activity market
                                                                                                          • Figure 25: Future interest in taking activity and adventure holidays, August 2015
                                                                                                          • Figure 26: Experience in the past five years versus future interest in taking activity and adventure holidays, August 2015
                                                                                                        • Walking offers best opportunity in mature age groups
                                                                                                          • Holidays on horseback have strong female appeal
                                                                                                            • Attracting the couch potatoes
                                                                                                              • Figure 27: Future interest in taking activity and adventure holidays, by physical activity levels, August 2015
                                                                                                            • Cycling/adventure expeditions offer largest growth prospects among active consumers
                                                                                                              • Figure 28: Experience in the past five years versus future interest in taking activity and adventure holidays among ‘active’ and ‘very active’ consumers, August 2015
                                                                                                          • Motivations for Activity and Adventure Travel

                                                                                                            • Activity holidays: antidote to modern lifestyles
                                                                                                              • Activity holidays: gateway to hidden secrets
                                                                                                                • Figure 29: Reasons for taking activity and adventure holidays, August 2015
                                                                                                                • Figure 30: Reasons for taking activity and adventure holidays, by gender, August 2015
                                                                                                              • Health & fitness/social motivations very strong among over-65s
                                                                                                                • Self-improvement an important driver for under-35s
                                                                                                                  • Figure 31: Reasons for taking activity and adventure holidays, by age, August 2015
                                                                                                                • CSR charity challenge potential
                                                                                                                • Activity and Adventure Travel Preferences

                                                                                                                  • Specialist brands much in demand…
                                                                                                                    • Figure 32: Preferred travel arrangements for activity and adventure holidays, August 2015
                                                                                                                  • …but brands need to work harder to attract over-35 DIYers
                                                                                                                    • Figure 33: Preferred travel arrangements for activity and adventure holidays, by age, August 2015
                                                                                                                  • Soft approach is key to expansion
                                                                                                                    • Figure 34: Preferred physical activity levels for activity and adventure holidays, August 2015
                                                                                                                    • Figure 35: Preferred physical activity levels for activity and adventure holidays, by age and gender, August 2015
                                                                                                                    • Figure 36: Preferred physical activity levels, by individual activity, August 2015
                                                                                                                  • Contrast and balance are also key
                                                                                                                    • Figure 37: Preferred balance of physical & other holiday activities, August 2015
                                                                                                                  • Premium versus budget adventure
                                                                                                                    • Figure 38: Preferred level of accommodation for activity and adventure holidays, August 2015
                                                                                                                    • Figure 39: Preferred level of accommodation for activity and adventure holidays, by individual activity, August 2015
                                                                                                                • Activity and Adventure Travel – Additional Selling Points

                                                                                                                  • Mind/body holidays
                                                                                                                    • Figure 40: Things that would help to make an activity/adventure holiday more appealing, August 2015
                                                                                                                  • Gastro-activity: permission to indulge
                                                                                                                    • Pick and mix appeal
                                                                                                                      • Mums look for child-friendly activities
                                                                                                                        • Ethical value
                                                                                                                          • Practice makes perfect
                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                            • Abbreviations
                                                                                                                              • Definition

                                                                                                                              Companies Covered

                                                                                                                              To learn more about the companies covered in this report please contact us.

                                                                                                                              Activity and Adventure Travel - UK - October 2015

                                                                                                                              £1,995.00 (Excl.Tax)