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Beach Holidays - UK - February 2016

“Many consumers are expected to avoid North African and Turkish coastal resorts due to recent terrorist attacks and political unrest in the region. This will lead to high demand for Spanish and Portuguese resorts. Beaches will likely be crowded, so this gives travel brands the opportunity to market more secluded and alternative resorts across the Iberian Peninsula and Southern European regions.”
– Fergal McGivney, Travel and Technology Analyst

This report answers the following questions:

  • Is there a place for consumer technology on the beach?
  • How will terrorism and political unrest affect the beach holiday market in 2016?

The most popular destinations for beach holidays in the last three years were the Spanish islands, the Spanish mainland, Greece and the Greek Islands, and Portugal. The vast majority of these beach holidays are booked online. However, due to the high volume of package bookings by families, high street travel agents tend to be used more for beach holidays. In addition, due to recent political unrest in North Africa and Turkey, holidaymakers are expected to shy away from these regions in favour of beaches on the Iberian Peninsula and elsewhere.

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Table of contents

  1. Overview

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

          • The market
            • More than half have taken a beach holiday abroad in the last three years
                • Figure 1: Holiday types taken abroad in the last three years, November 2015
              • The consumer
                • A decline in North Africa will see an increase in trips to Iberian beaches
                  • Figure 2: Beach holiday destinations, November 2015
                • The Caribbean is the most desired beach destination
                  • Figure 3: Beach holiday destination interests, November 2015
                • Bookings: Travel agents popular for beach breaks
                  • Figure 4: Beach holiday booking methods, October 2014 and November 2015
                • Technology use is prevalent on the beach
                  • Figure 5: Technology usage on beaches, November 2015
                • Consumers to swap North Africa for the Iberian Peninsula
                  • Figure 6: Attitudes towards beach holidays, November 2015
                • What we think
                • Issues and Insights

                  • Is there a place for consumer technology on the beach?
                    • The facts
                      • The implications
                        • How will terrorism and political unrest affect the beach holiday market in 2016?
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • More than half have taken a beach holiday abroad in the last three years
                                • Families key targets for beach holidays abroad
                                  • Consumer confidence remains buoyant despite economic turbulence
                                    • Strong growth predicted for the overseas market
                                      • Consumers becoming more open to package bookings
                                      • Market Size

                                        • More than half have taken a beach holiday abroad in the last three years
                                          • Figure 7: Holiday types taken at home and abroad in the last three years, November 2015
                                        • Families key targets for beach holidays abroad
                                            • Figure 8: Holiday types taken abroad in the last three years, November 2015
                                            • Figure 9: Beach holidays taken abroad in the last three years, by age, November 2015
                                        • Market Drivers

                                          • Talk of economic turbulence in 2016…
                                            • …but consumer confidence is relatively stable
                                              • Figure 10: Consumers’ financial situation, February 2009-January 2016
                                            • January and February are key action months for holiday bookings
                                              • Figure 11: Percentage of consumers who plan to book a holiday in the next three months, by month, January 2015-16
                                            • Overseas holiday volume and value set to rise over the next five years
                                              • Figure 12: Overseas holiday market volume and value*, 2010-20
                                            • Package holiday volume and market share on the increase since 2010
                                                • Figure 13: Volume of overseas package and independent holidays, 2010-15
                                              • The Pound weakens but still relatively strong
                                                • Figure 14: Sterling exchange rate versus selected beach destination currencies, annual averages, 2010-15
                                              • Low fuel prices leading to cheap flights for holidaymakers?
                                                • Figure 15: Brent Crude Spot Oil Price (US$ per barrel), January 2011-January 2016
                                                • Figure 16: Jet fuel price in Sterling and its percentage change, January 2010-January 2016
                                              • ADP cuts should have a positive effect on long-haul beach trips
                                                • Figure 17: Air Passenger Duty (APD) rates April, 2012-April 2016*
                                              • Tour operators to lose a significant portion of the North African market
                                                • Greece and Croatia have highest proportion of beaches rated ‘excellent’
                                                  • Figure 18: European beaches, quality of water, ranked by percentage rated ‘excellent’, 2014
                                                • Post Office Worldwide Cost Barometer 2016 highlights cheap beach destinations
                                                  • Figure 19: Post Office Worldwide Cost Barometer 2016*
                                              • Launch Activity and Innovation

                                                • Smart beaches and Wi-Fi on beaches
                                                  • Figure 20: Smart Palms on Dubai’s beaches
                                                  • Figure 21: The Shadow Wi-Fi project in Peru
                                                • Coastal Water Management systems informing the beach-goer
                                                  • Planning for the beach on the high streets
                                                    • Figure 22: A TUI concept store, December 2015
                                                  • Virtual reality and haptic technology
                                                    • Beacon technology allows parents to track unaccompanied minors
                                                      • Onboard family spaces planned for Thomson aircrafts
                                                        • Figure 23: The family booths proposed for Thomson Airways, December 2015
                                                    • The Consumer – What You Need to Know

                                                      • An increase in trips to Spain and Portugal set for 2016
                                                        • The Caribbean is the most desired beach destination
                                                          • Travel agents and tour operators popular for beach breaks
                                                            • TV apps for travel brands
                                                              • Technology use is prevalent on the beach
                                                                • Consumers to swap North Africa for the Iberian Peninsula
                                                                • Beach Holiday Destinations

                                                                  • An increase in trips to Spain and Portugal set for 2016
                                                                    • Figure 24: Beach holiday destinations, November 2015
                                                                  • Spontaneous beach trips home and away
                                                                    • Greek islands and South of France key for last-minute luxury
                                                                      • Older DEs likely to respond to last-minute UK deals
                                                                        • Big data to target day trippers
                                                                          • Figure 25: Beach holiday destinations, by socio-economic group, November 2015
                                                                      • Holiday Destination Interests

                                                                        • Promoting holiday destinations via social media
                                                                          • What opportunities will arise from virtual reality technology?
                                                                            • The rise of ad blocking stifling marketing channels
                                                                              • Native advertisements; an answer to ad blockers?
                                                                                • Figure 26: Beach holiday destination interests, November 2015
                                                                            • Holiday Booking Methods

                                                                              • Bookings via travel agents falls for beach breaks
                                                                                • Kids-go-free offers key to securing the lucrative family bookings
                                                                                    • Figure 27: Beach holiday booking methods, October 2014 and November 2015
                                                                                • Online Bookings Methods

                                                                                  • Tour operators popular for beach breaks
                                                                                    • Utilising ‘big data’ and mobile for creative offers
                                                                                      • Figure 28: Attitudes towards booking a holiday on a smartphone versus a laptop/desktop/tablet, November 2015*
                                                                                    • The smart TV’s role in the booking process
                                                                                      • Figure 29: The Airbnb tvOS app on Apple TV
                                                                                      • Figure 30: Online booking methods, December 2015
                                                                                  • Technology Usage on Beaches

                                                                                    • Technology use prevalent on the beach
                                                                                      • Technology can help make the beach a safer place
                                                                                        • Figure 31: The SkyNanny tracking device for iOS and Android
                                                                                      • Leveraging mobile technology to deliver services
                                                                                        • Google’s The Physical Web to help connect beach-goers?
                                                                                          • Not using technology? Digital detox and phone damage are key reasons
                                                                                            • Figure 32: Technology usage on beaches, November 2015
                                                                                            • Figure 33: Reasons for not using technology on beaches, November 2015
                                                                                        • Beach Holiday Attitudes

                                                                                          • Concerns about political unrest in North Africa set to boost Iberian trips
                                                                                              • Figure 34: Attitudes towards beach holidays, November 2015
                                                                                            • Bored at the beach?
                                                                                              • Wi-Fi on beaches
                                                                                                • Figure 35: Attitudes towards beach holidays, November 2015
                                                                                            • CHAID Analysis

                                                                                              • Methodology
                                                                                                • Young parents are most open to using VR technology
                                                                                                  • Figure 36: Target groups based on attitudes towards beach holidays – CHAID – Tree output, November 2015
                                                                                                  • Figure 37: Target groups based on attitudes towards beach holidays – CHAID – Table output, November 2015
                                                                                              • Appendix – Data Sources, Abbreviations, and Supporting Information

                                                                                                  • Abbreviations
                                                                                                    • Definitions

                                                                                                    Companies Covered

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

                                                                                                    Beach Holidays - UK - February 2016

                                                                                                    £1,995.00 (Excl.Tax)