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Coach Holidays - UK - January 2009

The coach holidays market has suffered over the past couple of years through both falling passenger numbers and expenditure. In recent times this has partly been due to the prevailing economic conditions in the UK, with consumer spending power being reduced. In the past two years the market has also been hit by rising fuel prices, which have caused overheads to soar, as well as regulations impacting from the EU.

Despite these recent problems this report asks whether the coach holidays industry still has a promising future. Coach holidays have a strong, albeit niche, product offering with enduring popularity. The UK population is ageing and long-term trends are towards greater affluence. These are strong plusses for an industry whose core demographic is the over-50s. This age group is also becoming more adventurous in terms of travel and the coach industry is well positioned to sate this thirst for change.

In addition, travelling by coach holds the environmentally friendly edge over travelling by plane, train or car, giving coach operators the opportunity to market themselves as a ‘green’ holiday option.

Main report themes:

  • Whether coach holidays are still dominated by the ‘grey market’, and how important are the budget and youth segments. Are there opportunities for further luxury options?

  • Do coach holidays supplement other holidays? Are coaches positioned to become a credible, affordable alternative to increasingly costly flights? In addition, the report considers if tying in with the burgeoning slow travel movement will appeal to consumers.

  • Whether opportunities exist to market coach holidays as exclusive or green options.

  • Who are the prime target markets for the industry? How can the market engage current non-users (or reluctant users)?

  • Why do users choose coach travel – what do customers/potential customers want?

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Flexibility is the key
              • Transumers
                • Web 2.0 presents opportunity
                  • Staying Connected
                    • Late deals/last minute bookings
                    • Market in Brief

                      • Market stagnating as economy tightens
                        • Foreign trips fall
                          • Interest rates squeezing grey pound
                            • Cashing in on the green ticket
                              • Ageing adventurers
                                • ‘Silver surfers’ a growing force
                                • Internal Market Environment

                                  • Key points
                                    • Visits abroad are falling
                                      • Figure 1: Visits and spending by UK residents abroad, 2004-08
                                      • Figure 2: Visits and spending by UK residents abroad, year-on-year percentage change, by month, Jan 08-Sep 08
                                    • Domestic discontent
                                      • Figure 3: Domestic holidays volume and expenditure, 2003-08
                                    • North America suffering slowdown
                                      • Figure 4: Visits abroad by UK residents, 2003-07
                                    • Fuel price pressure
                                      • Figure 5: Year-on-year percentage changes in oil and non-fuel commodity prices, 2006-09
                                      • Figure 6: Change in bus and coach industry costs for the 12 months to 31 December 2007
                                    • Interest rate drop hits savers
                                      • Environmental opportunity
                                        • Low cost no longer
                                          • Figure 7: Low-cost airline passenger numbers, 2003-08
                                        • Other competitors still remain
                                          • Figure 8: UK ferry passengers, 2003-07
                                        • Car ownership
                                          • Figure 9: Household ownership of cars, 2003-08
                                        • EU legislation
                                        • Broader Market Environment

                                          • Key points
                                            • Figure 10: Trends in personal disposable income and consumer expenditure, 2003-13
                                            • Figure 11: Forecast adult population trends, by socio-economic group, 2003-13
                                            • Figure 12: Forecast adult population trends, by lifestage, 2003-13
                                            • Figure 13: Trends in the age structure of the UK population, by gender, 2003-13
                                            • Figure 14: UK household sizes, 2003-13
                                          • Internet penetration
                                            • Figure 15: British internet penetration at home/work/place of study or elsewhere, by gender, age, socio-economic group, region and working status, 2003-08
                                          • Exchange rates
                                            • Figure 16: Annual average exchange rates for Sterling against the euro and US Dollar, 2002-08
                                        • Competitive Context

                                          • Key points
                                            • Consumer spending priorities
                                              • Figure 17: UK spending priorities for year ahead, January 2005-08
                                          • Strengths and Weaknesses in the Market

                                              • Strengths
                                                • Ageing demographic
                                                  • Environment
                                                    • Luxury offering
                                                      • Long-term rise in consumer spending power
                                                        • Fuel price fall
                                                          • Weaknesses
                                                            • Falling exchange rate
                                                              • UK slides into recession
                                                                • Lack of web presence
                                                                  • Possible future congestion charges
                                                                    • EU legislation
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Albatross Travel Group launches door2tour.com
                                                                          • National Express innovates with consumer feedback
                                                                            • Titan HiTours agrees deal with National Geographic
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • Figure 18: The UK coach holiday market, 2003-13
                                                                              • The past
                                                                                • Present market
                                                                                  • Future market
                                                                                    • Figure 19: The UK domestic coach holiday market, 2003-13
                                                                                    • Figure 20: The UK coach holiday market abroad, 2003-13
                                                                                  • Factors used in the forecast
                                                                                  • Segment Performance

                                                                                    • Key points
                                                                                      • Figure 21: Coach tour taken for last/last but one holiday, by age, 2002-08
                                                                                      • Figure 22: Coach tour taken for last/last but one holiday, 2002-08
                                                                                      • Figure 23: Regional destinations of UK tourists on city breaks by coach, 2008
                                                                                      • Figure 24: Number of holidays taken by those who took a coach tour for their last/last but one holiday, 2002-08
                                                                                      • Figure 25: Length of last coach tour holiday, 2002-08
                                                                                    • Abroad
                                                                                      • Figure 26: Cost of last coach tour holiday abroad (excluding spending money) for group, 2002-08
                                                                                      • Figure 27: Number of people included in the cost of last coach tour, 2008
                                                                                  • Companies and Products

                                                                                    • Key points
                                                                                      • Cosmos
                                                                                        • Eurolines/National Express Group
                                                                                          • Grand UK Holidays
                                                                                            • Kaleidoscope Travel Group
                                                                                              • Shearings Holidays
                                                                                                • Stagecoach/megabus.com
                                                                                                  • Titan HiTours
                                                                                                    • The Travel Corporation
                                                                                                      • Ulster Bus Tours
                                                                                                      • Channels to Market

                                                                                                        • Key points
                                                                                                          • Figure 28: Method of booking last coach tour holiday, 2008
                                                                                                      • Brand Elements

                                                                                                          • Brand map
                                                                                                            • Figure 29: Attitudes and usage of coach holiday brands, December 2008
                                                                                                          • Shearings Holidays
                                                                                                            • What the consumer thinks
                                                                                                              • Figure 30: Attitudes towards the Shearings Holidays brand, December 2008
                                                                                                            • Cosmos Tourama
                                                                                                              • What the consumer thinks
                                                                                                                • Figure 31: Attitudes towards the Cosmos Tourama brand, December 2008
                                                                                                              • Eurolines
                                                                                                                • What the consumer thinks
                                                                                                                  • Figure 32: Attitudes towards the Eurolines brand, December 2008
                                                                                                                • Brand qualities of coach holidays brands
                                                                                                                  • Friendliness and accessibility resonate the most with consumers
                                                                                                                    • Figure 33: Personalities of various coach holiday brands, December 2008
                                                                                                                  • Experience of coach holiday brands
                                                                                                                    • Brands suffer low recognition
                                                                                                                      • Figure 34: Consumer usage of various coach holiday brands, December 2008
                                                                                                                    • Brand intentions for coach holiday brands
                                                                                                                      • Lack of knowledge holds brands back
                                                                                                                        • Figure 35: Consideration of various coach holiday brands, December 2008
                                                                                                                      • Brand momentum for coach holiday brands
                                                                                                                        • Momentum rates similar across brands
                                                                                                                          • Figure 36: Momentum of various coach holiday brands, December 2008
                                                                                                                        • Round up
                                                                                                                        • Type of Coach Holidays Taken

                                                                                                                          • Key points
                                                                                                                            • Figure 37: Coach holidays taken in last three years, November 2008
                                                                                                                          • Demographics
                                                                                                                          • Last Coach Holiday Taken

                                                                                                                            • Key points
                                                                                                                              • Figure 38: Last coach holiday taken, November 2008
                                                                                                                            • Demographics
                                                                                                                            • Consumer Attitudes Towards Coach Holidays

                                                                                                                              • Key points
                                                                                                                                  • Figure 39: Attitudes towards coach holidays, November 2008
                                                                                                                                • Demographics
                                                                                                                                • Coach Holiday Targeting Opportunities

                                                                                                                                  • Key points
                                                                                                                                      • Figure 40: Target groups based on attitudes towards coach travel, November 2008
                                                                                                                                    • Super Coaches (9% of adults aged 15+, equivalent to around 4 million UK adults)
                                                                                                                                      • Highest potential for coach trips in future
                                                                                                                                        • Their frequency profile for coach travel:
                                                                                                                                          • Their demographic profile:
                                                                                                                                            • Lukewarm (17% of adults aged 15+, equivalent to around 8 million UK adults)
                                                                                                                                              • They are positive…
                                                                                                                                                • …but need to be convinced
                                                                                                                                                  • Their frequency profile for coach travel:
                                                                                                                                                    • Their demographic profile:
                                                                                                                                                      • Not Cool Enough! (13% of adults aged 15+, equivalent to around 6 million UK adults)
                                                                                                                                                        • Their frequency profile for coach travel:
                                                                                                                                                          • Their demographic profile:
                                                                                                                                                            • No, Thank You (16% of adults aged 15+, equivalent to around 8 million UK adults)
                                                                                                                                                              • Their frequency profile for coach travel:
                                                                                                                                                                • Their demographic profile:
                                                                                                                                                                  • Not Interested (45% of adults aged 15+, equivalent to around 22 million UK adults)
                                                                                                                                                                    • Their frequency profile for coach travel:
                                                                                                                                                                      • Their demographic profile:
                                                                                                                                                                        • Figure 41: Target groups, by attitudes towards coach travel, November 2008
                                                                                                                                                                        • Figure 42: Target groups, by coach holidays taken, November 2008
                                                                                                                                                                    • Appendix – Coach Holidays Taken

                                                                                                                                                                        • Figure 43: Coach holidays taken in last three years, by detailed demographics, November 2008
                                                                                                                                                                    • Appendix – Last Coach Holiday Taken

                                                                                                                                                                        • Figure 44: Last coach holiday taken, by detailed demographics, November 2008
                                                                                                                                                                    • Appendix – Attitudes Towards Coach Holidays

                                                                                                                                                                        • Figure 45: Most popular attitudes towards coach holidays, by detailed demographics, November 2008
                                                                                                                                                                        • Figure 46: Least popular attitudes towards coach holidays, by detailed demographics, November 2008
                                                                                                                                                                    • Appendix – Coach Holiday Targeting Opportunities

                                                                                                                                                                        • Figure 47: Coach holiday target groups, by detailed demographics, November 2008

                                                                                                                                                                    Companies Covered

                                                                                                                                                                    • AAT Kings
                                                                                                                                                                    • Archers Direct
                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                    • Avro plc
                                                                                                                                                                    • Bank of England
                                                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                    • Busabout
                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                    • Coach Tourism Council
                                                                                                                                                                    • Contiki
                                                                                                                                                                    • Cosmos Tourama
                                                                                                                                                                    • Department for Transport
                                                                                                                                                                    • Eurolines
                                                                                                                                                                    • Eurostar UK Ltd
                                                                                                                                                                    • Eurotunnel Shuttle Services
                                                                                                                                                                    • Freeview
                                                                                                                                                                    • Glastonbury Festivals Ltd
                                                                                                                                                                    • Globus Group
                                                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                                                    • Grand UK Holidays Ltd
                                                                                                                                                                    • Insight Vacations
                                                                                                                                                                    • International Air Transport Association
                                                                                                                                                                    • International Monetary Fund
                                                                                                                                                                    • ITV plc
                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                    • Lake District National Park Authority
                                                                                                                                                                    • Market & Opinion Research International (MORI)
                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                    • Monarch Airlines
                                                                                                                                                                    • Monarch Travel Group
                                                                                                                                                                    • National Express Limited
                                                                                                                                                                    • National Geographic Society
                                                                                                                                                                    • Office for National Statistics
                                                                                                                                                                    • Page & Moy Ltd
                                                                                                                                                                    • Ryanair Holdings plc
                                                                                                                                                                    • Safeway Stores
                                                                                                                                                                    • Shearings Holidays Ltd
                                                                                                                                                                    • Somerfield
                                                                                                                                                                    • Stagecoach Group plc
                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                    • Titan Travel
                                                                                                                                                                    • Trafalgar Tours
                                                                                                                                                                    • Translink
                                                                                                                                                                    • Travelsphere Ltd
                                                                                                                                                                    • WA Shearings
                                                                                                                                                                    • Waitrose
                                                                                                                                                                    • Wallace Arnold
                                                                                                                                                                    • Wm Morrison Supermarkets

                                                                                                                                                                    Coach Holidays - UK - January 2009

                                                                                                                                                                    £1,995.00 (Excl.Tax)