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Beach Holidays - UK - January 2015

"Creating and packaging high contrast ‘beach-plus’ combination holidays such as ‘beach plus activity break’ could help to reinvigorate the short-haul beach market and help destinations with a ‘bucket and spade’ image to diversify their tourism offering.”
– John Worthington, Senior Analyst

Some questions answered in this report include:

  • How can the traditional ‘fly and flop’ holiday evolve in future?
  • What is the potential for long-haul beach holidays?
  • What does the future hold for all-inclusive beach holidays?

Beach holidays have been impacted by challenging trading conditions since 2008 in line with holidays abroad as a whole. However they appear to have shown more resilience than the overall market, with consumers reluctant to give up their annual dose of foreign sunshine.At the same time this most mainstream of holidays is in danger of becoming a purely price-driven, commoditised market as the rise of online dynamic packaging threatens the traditional role of tour operators, while mass-market sun, sea, sand destinations struggle to diversify beyond a limited ‘bucket and spade’ image.

This report explores key market drivers, trends and opportunities, looks at leading operators and products and includes consumer analysis including beach holiday destinations visited, type of accommodation used, how beach holidays are booked, important factors in choosing beach holidays and attitudes. This is the first time Mintel has reported on this market.

This report examines beach holidays abroad taken by UK residents. These are defined as holidays near a seaside location, where the beach forms a significant - but not necessarily the only - element of that holiday. These holidays must constitute a stay of at least one night and do not include business trips, visits to stay with friends and relatives or stays solely for events such as weddings or funerals

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Beach holidays have been more resilient
                • Market factors
                  • Pockets of growth
                    • Figure 1: Leading overseas destinations, total UK holiday visits (beach and other), percentage change, 2010-13
                  • Flight to beach
                    • Companies, brands and innovation
                      • Commodity versus brand concepts
                        • Making a splash
                          • Luxury all-inclusive
                            • Adults-only
                              • Three new concepts from Thomas Cook
                                • easyJet’s tour operator push
                                  • Exotic beach combinations
                                    • The consumer
                                      • Spanish islands are top location
                                        • Figure 2: Beach holidays abroad in the past three years, October 2014
                                      • A third go all-inclusive
                                        • Figure 3: Type of accommodation used for last beach holiday abroad, October 2014
                                      • One in three uses OTAs/aggregators
                                        • Figure 4: Channels used for booking last beach holiday abroad*, October 2014
                                      • ‘Guaranteed sunshine’ and ‘beach quality’ rated most important
                                        • Figure 5: Factors rated as ‘very important’ in choosing a beach holiday abroad, October 2014
                                      • ‘Beach-Plus’ outnumbers ‘Beach Bum’ by two to one
                                        • Figure 6: Attitudes towards taking beach holidays abroad, October 2014
                                      • What we think
                                      • Issues and Insights

                                          • How can the traditional ‘fly and flop’ holiday evolve in future?
                                            • The facts
                                              • The implications
                                                • What is the potential for long-haul beach holidays?
                                                  • The facts
                                                    • The implications
                                                      • What does the future hold for all-inclusive beach holidays?
                                                        • The facts
                                                          • The implications
                                                          • Trend Application

                                                              • Trend: Minimize Me
                                                                • Trend: Secret Secret
                                                                  • Trend: Who are the Joneses
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Holiday market lagging behind economic recovery
                                                                        • Figure 7: GfK/NOP Consumer Confidence Index, January 2012-November 2014
                                                                        • Figure 8: Overseas holidays, volume and expenditure*, 2008-14
                                                                      • Packages outperforming independent travel
                                                                        • Figure 9: Volume of overseas package and independent holidays, 2009-14
                                                                      • Revival of Spanish beach holiday
                                                                        • Figure 10: Top overseas beach holiday destinations, by total volume of UK holiday visits (beach and other) 2008-13
                                                                      • Some markets bouncing back well
                                                                        • Figure 11: beach holiday destinations, total UK holiday visits (beach and other), percentage change, 2010-13
                                                                      • Pound’s rise lowering cost of travel abroad
                                                                        • Figure 12: Sterling exchange rate versus selected beach destination currencies, annual averages, 2009-14
                                                                        • Figure 13: Holiday costs, comparison of top 20 leading resorts, 2014-15
                                                                      • Pound’s rise may also lower the value of all-inclusives
                                                                        • Fuel prices falling
                                                                          • Figure 14: Brent Crude Spot Oil Price (US$ per barrel), January 2013-October 2014
                                                                        • APD reforms gather pace
                                                                          • Figure 15: Air Passenger Duty (APD) rates April 2012-April 2015
                                                                        • Who has the best bathing beaches?
                                                                          • Figure 16: European beaches, quality of water, ranked by percentage of rated ‘excellent’.
                                                                        • Clean-up operation
                                                                          • New routes to beach
                                                                            • Dreaming of beaches further afield
                                                                              • All-inclusive issues & research
                                                                                  • Figure 17: Average per person per night holiday spend by board type
                                                                                  • Figure 18: Percentage of holidaymakers spending money outside the hotel by board type
                                                                                  • Figure 19: Average number of meals taken outside hotel by board type
                                                                              • Who’s Innovating?

                                                                                • Key points
                                                                                  • Making a scene
                                                                                    • Taste of the destination
                                                                                      • Croatian beach holidays growing
                                                                                        • Exotic beach combinations
                                                                                          • Visualising the beach
                                                                                            • Yurfing for singles
                                                                                              • Adult play
                                                                                              • Market Size

                                                                                                • Key points
                                                                                                  • Figure 20: Overseas holiday types taken in last 12 months, December 2014
                                                                                              • Companies and Products

                                                                                                • Overview of supply structure
                                                                                                  • Figure 21: Top 20 UK ‘package holiday’ companies ranked by ATOL licensed passengers, December 2014
                                                                                                • Tour operators and travel groups
                                                                                                  • OTAs
                                                                                                    • Airlines and accommodation providers
                                                                                                      • Others
                                                                                                        • OTAs versus tour operators
                                                                                                          • Mainstream tour operators - beach concepts/collections
                                                                                                            • TUI
                                                                                                              • First Choice Holidays
                                                                                                                • Thomson
                                                                                                                  • Thomas Cook
                                                                                                                    • Beach holidays for singles
                                                                                                                      • Beach holidays for older travellers
                                                                                                                        • ‘Beach combination’ holidays
                                                                                                                        • The Consumer – Where Beach Holidaymakers Go

                                                                                                                          • Key points
                                                                                                                            • Spanish islands are most popular destination
                                                                                                                              • Figure 22: Beach holidays abroad in the past three years, October 2014
                                                                                                                            • The beach holidaymaker
                                                                                                                              • Household income and long-haul
                                                                                                                                • Figure 23: Short-haul versus long-haul beach holidays abroad in the past three years, by selected demographics, October 2014
                                                                                                                            • The Consumer – Where Beach Holidaymakers Stay

                                                                                                                              • Key points
                                                                                                                                • Beach-inclusive
                                                                                                                                  • Figure 24: Type of accommodation used for last beach holiday abroad, October 2014
                                                                                                                                  • Figure 25: Type of accommodation used for last beach holiday abroad, by short-haul versus long-haul holidaymakers, October 2014
                                                                                                                                  • Figure 26: Use of all-inclusive accommodation for last beach holiday abroad, by destinations visited, October 2014
                                                                                                                                • Board demographics
                                                                                                                                • The Consumer – How Beach Holidays Are Booked

                                                                                                                                  • Key points
                                                                                                                                    • Seven in ten book online
                                                                                                                                      • Figure 27: Method of booking last beach holiday abroad, October 2014
                                                                                                                                      • Figure 28: Method of booking last beach holiday abroad, short-haul versus long-haul holidaymakers, October 2014
                                                                                                                                    • Even long-haul beach holidays are mostly booked online
                                                                                                                                      • OTAs/aggregators used for half of online bookings
                                                                                                                                        • Figure 29: Online sources used for booking last beach holiday abroad, October 2014
                                                                                                                                      • Overall OTAs/aggregators used for a third of bookings
                                                                                                                                        • Figure 30: Channels used for booking last beach holiday abroad*, October 2014
                                                                                                                                    • The Consumer – Important Factors in Choosing a Beach Holiday

                                                                                                                                      • Key points
                                                                                                                                        • Taste for ‘real country’ offers real scope
                                                                                                                                          • Figure 31: Important factors in choosing a beach holiday abroad, October 2014
                                                                                                                                        • Important long-haul factors
                                                                                                                                          • Demographics of beach factors
                                                                                                                                            • Importance of resort facilities
                                                                                                                                            • The Consumer – Beach Holiday Preferences and Attitudes

                                                                                                                                              • Key points
                                                                                                                                                • Beach Bums versus Beach-Plus
                                                                                                                                                  • Figure 32: Attitudes towards taking beach holidays abroad, October 2014
                                                                                                                                                  • Figure 33: Important factors (rated as ‘important’ or ‘very important’) in choosing a beach holiday, ‘beach bums’ versus ‘beach-plus’, October 2014
                                                                                                                                                • Demographics of Beach bums versus Beach-Plus
                                                                                                                                                    • Figure 34: Beach Bums versus Beach-Plus, by generational group, October 2014
                                                                                                                                                  • Beach Bums versus Beach-Plus accommodation types
                                                                                                                                                    • Figure 35: Beach bums versus Beach-Plus, by type of accommodation, October 2014
                                                                                                                                                  • Beach Bums versus Beach-Plus booking preferences
                                                                                                                                                    • Figure 36: Beach Bums versus Beach-Plus, by type of online booking, October 2014
                                                                                                                                                  • Longer beach hols versus mini-breaks
                                                                                                                                                    • Price versus destination
                                                                                                                                                      • Three ways to diversify standard beach holidays
                                                                                                                                                        • Beyond the family
                                                                                                                                                          • Women more enthusiastic
                                                                                                                                                            • Figure 37: Selected attitudes towards taking beach holidays abroad, by gender, October 2014
                                                                                                                                                          • Bored of the beach
                                                                                                                                                            • Destination choice still most important
                                                                                                                                                              • Likes and dislikes
                                                                                                                                                                • ‘Beach-plus’ is dominant attitude

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Air Travel Organisers' Licensing (ATOL)
                                                                                                                                                                • Airtours Holidays
                                                                                                                                                                • British Airways Holidays
                                                                                                                                                                • Cosmos Group (Globus group of companies)
                                                                                                                                                                • First Choice Holidays & Flights Ltd
                                                                                                                                                                • Gold Medal Travel Group PLC
                                                                                                                                                                • Hayes & Jarvis (Travel) Ltd
                                                                                                                                                                • Hays Travel Ltd
                                                                                                                                                                • Hotelplan Limited
                                                                                                                                                                • Jet2Holidays Ltd
                                                                                                                                                                • Kuoni Travel Ltd
                                                                                                                                                                • LM Travel Services Ltd
                                                                                                                                                                • Monarch Travel Group
                                                                                                                                                                • Olympic Holidays
                                                                                                                                                                • On The Beach Ltd
                                                                                                                                                                • Premier Holidays
                                                                                                                                                                • Ryanair Holdings plc
                                                                                                                                                                • Saga Holidays
                                                                                                                                                                • Sentido Hotels & Resorts
                                                                                                                                                                • Tenerife Tourism Corporation
                                                                                                                                                                • The Global Travel Group
                                                                                                                                                                • Thomas Cook Group PLC
                                                                                                                                                                • Thomson Holidays
                                                                                                                                                                • Trailfinders Travel
                                                                                                                                                                • Travel Republic
                                                                                                                                                                • Travelworld Vacations Ltd
                                                                                                                                                                • TUI Travel PLC
                                                                                                                                                                • TUI UK
                                                                                                                                                                • Virgin Holidays

                                                                                                                                                                Beach Holidays - UK - January 2015

                                                                                                                                                                US $2,478.79 (Excl.Tax)