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Domestic Tourism - UK - December 2009

This report provides an overview of the market for domestic holidays, investigating the core market factors, strengths and weaknesses, consumer dynamics and likely future developments.

  • The British took 42.3 million domestic holidays in 2009, according to Mintel’s estimate. For the first time in over five years, this was greater than the number of holidays abroad.
  • 22-24 million, or 44-47% of the adult population, are estimated to have taken a holiday in the UK during 2009.
  • The average amount spent per-person fell £10 year-on-year to £244. Operators and hoteliers have been forced to discount, and cheaper, budget breaks and attractions have benefited the most.
  • Almost 13 million adults took an independent holiday of four-plus nights and nearly 9 million took independent short breaks – up from around 7.5 million and 6 million respectively in 2007.
  • 2.5 million adults opted to take a full-blown home-based ‘staycation’ – a holiday from their normal routine, but returning to their own home to sleep.
  • Despite the UK’s increased popularity, negative perceptions remain. Around 13 million still regard overseas holidays as better value, 15 million see UK accommodation as too expensive and 10 million say eating out in Britain costs too much.

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Trading up and trading down
              • Paradox or not
                • Value for money
                  • Use your loaf
                    • Local support
                      • A perfect time for nostalgia
                      • Market in Brief

                        • Trip bounce but tighter purse strings
                          • Agents go domestic
                            • Package holiday refugees
                              • Age of opportunity
                                • Stumbling blocks
                                  • Active opportunities
                                  • Internal Market Environment

                                    • Key points
                                      • Low-cost lost generation
                                        • Figure 1: Passenger growth at UK airports, 1998-2008
                                      • LCC resilience
                                        • Figure 2: Scheduled passengers carried by main low-cost airlines, 2004-09
                                      • Hotel price falls
                                        • Figure 3: Average hotel prices for selected UK and international cities, January-June 2009
                                      • Quality control
                                      • Broader Market Environment

                                        • Key points
                                          • Fragile confidence
                                            • Figure 4: GfK NOP Consumer Confidence Index: December 2008-November 2009
                                          • Spirit of caution
                                            • Figure 5: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
                                          • Ageing opportunities
                                            • Figure 6: Forecast adult population trends, by lifestage, 2004-14
                                          • Young family boost
                                            • Figure 7: Trends in the age structure of the UK population, by gender, 2004-14
                                          • AB trend
                                            • Figure 8: Forecast adult population trends, by socio-economic group, 2004-14
                                          • Pump pressures
                                            • Figure 9: UK average petrol and crude oil prices, January 2008-October 2009
                                          • Rail concerns
                                            • Web usage
                                              • Figure 10: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2004-09
                                            • Currency affairs
                                              • Figure 11: Sterling exchange rates against selected currencies at 13 October each year, 2005-09
                                            • Watching the skies
                                              • Barbecue boost?
                                                • Figure 12: Correlation of UK weather patterns and UKTS monthly domestic trip growth, selected months 2008/09
                                              • New variable
                                                • Figure 13: Average annual temperatures in Central England, 1700-2009
                                              • Tourism impact
                                              • Competitive Context

                                                • Key points
                                                  • Domestic vs overseas
                                                    • Figure 14: Domestic vs overseas holidays, by volume, 2004-09
                                                  • Short breaks
                                                      • Figure 15: Domestic vs overseas holidays, by value, 2004-09
                                                    • All regions hit by recession
                                                      • Figure 16: Outbound holiday visits, by region visited, 2004-08
                                                    • Spain drain
                                                      • Figure 17: Most popular destinations for UK holidaymakers, 2004 and 2008
                                                    • Parisian plummet
                                                      • Targeting domestic switchers
                                                      • Strengths and Weaknesses in the Market

                                                          • Strengths
                                                            • Weaknesses
                                                            • Who’s Innovating?

                                                              • Key points
                                                                • Inn England
                                                                  • Redcoat wannabes
                                                                    • Foreign flavour
                                                                      • In the mood
                                                                        • Quirky London
                                                                          • Cool camping
                                                                            • Raising the bar
                                                                              • Power of kitsch
                                                                                • Smelling England
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Figure 18: Domestic holidays, volume and expenditure, 2004-14
                                                                                  • Past and present
                                                                                    • Future
                                                                                      • Factors used in the forecast
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Short breaks vs long breaks
                                                                                            • Figure 19: Length of last UK holiday, 2005-09
                                                                                            • Figure 20: Number of holidays taken in the UK in the last 12 months, 2009
                                                                                          • Domestic and overseas
                                                                                            • Figure 21: Adults who have taken a holiday in the UK in the last 12 months, by number of holidays taken abroad, 2009
                                                                                          • Peak season mini-renaissance
                                                                                            • Figure 22: Month when last UK holiday began, 2005-09
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • West country lead
                                                                                              • Figure 23: Area visited for last domestic holiday, 2005-09
                                                                                            • South Coast fall
                                                                                              • Capital climb
                                                                                                • Seaside vs town vs countryside
                                                                                                  • Visitor attractions up
                                                                                                    • Free attractions
                                                                                                      • Figure 24: Top ten UK free visitor attractions, by visitor numbers, 2008
                                                                                                    • Paid attractions
                                                                                                      • Figure 25: Top ten UK paid visitor attractions, by visitor numbers, 2008
                                                                                                    • Accommodation splits
                                                                                                      • Figure 26: Type of accommodation used for last domestic holiday, 2005-09
                                                                                                    • Rail growth
                                                                                                      • Figure 27: Main method of transport used for last domestic holiday, 2005-09
                                                                                                    • Seaside revival
                                                                                                      • Figure 28: Type of holiday taken for last UK holiday, 2005-09
                                                                                                  • Companies and Products

                                                                                                    • Key points
                                                                                                      • Butlins
                                                                                                        • Haven Holidays
                                                                                                          • Hoseasons Holidays
                                                                                                            • Premier Inn
                                                                                                                • Figure 29: Premier Inn annual financial results, 2008 and 2009
                                                                                                                • Figure 30: Premier Inn interim financial results, 2008 and 2009
                                                                                                              • Shearings Holidays
                                                                                                                • VisitEngland
                                                                                                                  • VisitScotland
                                                                                                                    • VisitWales
                                                                                                                    • Brand Elements

                                                                                                                      • Key points
                                                                                                                        • Brand map
                                                                                                                            • Figure 31: Attitudes towards and visitation of UK tourist destinations, October 2009
                                                                                                                          • Brand qualities of UK tourist destinations
                                                                                                                            • London for luxury, Blackpool passé?
                                                                                                                              • Figure 32: Personalities of various UK tourist destinations, October 2009
                                                                                                                            • Experience of UK tourist destinations
                                                                                                                              • Image over experience for Lake District, Blackpool falling out of favour
                                                                                                                                • Figure 33: Consumer visitation of various UK tourist destinations, October 2009
                                                                                                                              • Brand intentions for UK tourist destinations
                                                                                                                                • Scotland most considered
                                                                                                                                  • Figure 34: Consideration of various UK tourist destinations, October 2009
                                                                                                                                • Brand satisfaction for UK tourist destinations
                                                                                                                                  • Highland highlights
                                                                                                                                    • Figure 35: Satisfaction with various UK tourist destinations, October 2009
                                                                                                                                  • Brand commitment to UK tourist destinations
                                                                                                                                    • London worth the expense, Devon and Cornwall have all-round value
                                                                                                                                      • Figure 36: Commitment to various UK tourist destinations, October 2009
                                                                                                                                    • Devon and Cornwall
                                                                                                                                      • What the consumer thinks
                                                                                                                                        • Figure 37: Attitudes towards Devon and Cornwall, October 2009
                                                                                                                                      • Scottish Highlands
                                                                                                                                        • What the consumer thinks
                                                                                                                                          • Figure 38: Attitudes towards the Scottish Highlands, October 2009
                                                                                                                                        • Blackpool
                                                                                                                                          • What the consumer thinks
                                                                                                                                            • Figure 39: Attitudes towards Blackpool, October 2009
                                                                                                                                          • Lake District
                                                                                                                                            • What the consumer thinks
                                                                                                                                              • Figure 40: Attitudes towards the Lake District, October 2009
                                                                                                                                            • London
                                                                                                                                              • What the consumer thinks
                                                                                                                                                • Figure 41: Attitudes towards London, October 2009
                                                                                                                                            • Channels to Market

                                                                                                                                              • Key points
                                                                                                                                                • Three-month booking surge
                                                                                                                                                  • Figure 42: When booking for last UK holiday was made, 2005-09
                                                                                                                                                • Web research
                                                                                                                                                  • Figure 43: Sources used to get information for last UK holiday, 2005-09
                                                                                                                                                • Been there, seen it, done it…do it again
                                                                                                                                                  • Power of the moving image
                                                                                                                                                    • Agents get in on the act
                                                                                                                                                      • Figure 44: How last UK holiday was booked, 2005-09
                                                                                                                                                  • Holidays Taken

                                                                                                                                                    • Key points
                                                                                                                                                        • Figure 45: Types of holiday taken in last 12 months, October 2009
                                                                                                                                                      • Rising domestic penetrations
                                                                                                                                                        • Short break switching
                                                                                                                                                          • Age differentials
                                                                                                                                                            • Broader spread of appeal
                                                                                                                                                              • Winning back the lost generation
                                                                                                                                                                • Differences between 2007 and 2009
                                                                                                                                                                • Domestic Holiday Intentions

                                                                                                                                                                  • Key points
                                                                                                                                                                      • Figure 46: UK holidays interested in taking in the future, 2007 and 2009
                                                                                                                                                                    • Seaside still tops
                                                                                                                                                                      • People’s choice
                                                                                                                                                                        • Walking without kids
                                                                                                                                                                          • Affluent self-caterers
                                                                                                                                                                            • Camping and glamping
                                                                                                                                                                              • Urban warriors
                                                                                                                                                                                • Alpha male drivers
                                                                                                                                                                                  • Holiday groupies
                                                                                                                                                                                  • Attitudes Towards Domestic Holidays

                                                                                                                                                                                    • Key points
                                                                                                                                                                                        • Figure 47: Attitudes towards holidays in UK, October 2009
                                                                                                                                                                                      • Cost concerns remain…
                                                                                                                                                                                        • …but soften somewhat
                                                                                                                                                                                          • Figure 48: Attitudes towards holidaying in the UK, September 2007
                                                                                                                                                                                        • No sea change
                                                                                                                                                                                          • ABC1 third age moans
                                                                                                                                                                                            • Older singles potential
                                                                                                                                                                                            • Domestic Holidays Targeting Opportunities

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Target groups
                                                                                                                                                                                                  • Figure 49: Domestic holidays target groups, October 2009
                                                                                                                                                                                                • Domestic Bliss
                                                                                                                                                                                                  • Value Doubters
                                                                                                                                                                                                    • Sun Worshippers
                                                                                                                                                                                                      • Apathetic
                                                                                                                                                                                                      • Appendix – Holidays Taken

                                                                                                                                                                                                          • Figure 50: Most popular types of holiday taken in last 12 months, by demographics, October 2009
                                                                                                                                                                                                          • Figure 51: Next most popular types of holiday taken in last 12 months, by demographics, October 2009
                                                                                                                                                                                                          • Figure 52: Other types of holiday taken in last 12 months, by demographics, October 2009
                                                                                                                                                                                                          • Figure 53: Least popular types of holiday taken in last 12 months, by demographics, October 2009
                                                                                                                                                                                                      • Appendix – Domestic Holiday Intentions

                                                                                                                                                                                                          • Figure 54: Most popular UK holidays interested in taking in the future, by demographics, October 2009
                                                                                                                                                                                                          • Figure 55: Next most popular UK holidays interested in taking in the future, by demographics, October 2009
                                                                                                                                                                                                          • Figure 56: Other UK holidays interested in taking in the future, by demographics, October 2009
                                                                                                                                                                                                      • Appendix – Attitudes towards Domestic Holidays

                                                                                                                                                                                                          • Figure 57: Attitudes towards holidays in UK, by overall holidays taken in last 12 months, October 2009
                                                                                                                                                                                                          • Figure 58: Attitudes towards holidays in UK, by overseas holidays taken in last 12 months, October 2009
                                                                                                                                                                                                          • Figure 59: Attitudes towards holidays in UK, by UK holidays taken in last 12 months, October 2009
                                                                                                                                                                                                          • Figure 60: Most popular attitudes towards holidays, by demographics, October 2009
                                                                                                                                                                                                          • Figure 61: Next most popular attitudes towards holidays, by demographics, October 2009
                                                                                                                                                                                                      • Appendix – Domestic Holidays Targeting Opportunities

                                                                                                                                                                                                          • Figure 62: UK holidays interested in taking in the future, by target groups, October 2009
                                                                                                                                                                                                          • Figure 63: Types of holiday taken in last 12 months, by target groups, October 2009
                                                                                                                                                                                                          • Figure 64: Target groups, by demographics, October 2009

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • Asda Group Ltd
                                                                                                                                                                                                      • Automobile Association (AA)
                                                                                                                                                                                                      • Blockbuster Entertainment Ltd (UK)
                                                                                                                                                                                                      • Bmibaby
                                                                                                                                                                                                      • Bourne Leisure Group
                                                                                                                                                                                                      • British Bakeries Ltd
                                                                                                                                                                                                      • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                      • British Market Research Bureau (BMRB)
                                                                                                                                                                                                      • Butlins Skyline Limited
                                                                                                                                                                                                      • Center Parcs
                                                                                                                                                                                                      • Chester Zoo
                                                                                                                                                                                                      • Civil Aviation Authority
                                                                                                                                                                                                      • Co-operative Group
                                                                                                                                                                                                      • Department for Environment, Food & Rural Affairs
                                                                                                                                                                                                      • Eden Project
                                                                                                                                                                                                      • European Tour Operators Association
                                                                                                                                                                                                      • FlyBE
                                                                                                                                                                                                      • Freeview
                                                                                                                                                                                                      • Gfk NOP
                                                                                                                                                                                                      • Glastonbury Festivals Ltd
                                                                                                                                                                                                      • Government Actuary's Department (GAD)
                                                                                                                                                                                                      • Haven Holidays
                                                                                                                                                                                                      • Historic Royal Palaces
                                                                                                                                                                                                      • Hoseasons Holidays Ltd
                                                                                                                                                                                                      • ITV plc
                                                                                                                                                                                                      • J. Sainsbury
                                                                                                                                                                                                      • Jet2.com
                                                                                                                                                                                                      • Lake District National Park Authority
                                                                                                                                                                                                      • LEGOLAND Windsor Park Ltd
                                                                                                                                                                                                      • Market & Opinion Research International (MORI)
                                                                                                                                                                                                      • Marks & Spencer
                                                                                                                                                                                                      • Merlin Entertainments Group Limited
                                                                                                                                                                                                      • National Portrait Gallery
                                                                                                                                                                                                      • National Trust (Enterprises) Ltd
                                                                                                                                                                                                      • Office for National Statistics
                                                                                                                                                                                                      • Papa John's International, Inc.
                                                                                                                                                                                                      • Pepsi-Cola UK
                                                                                                                                                                                                      • Premier Foods plc
                                                                                                                                                                                                      • Premier Travel Inn
                                                                                                                                                                                                      • Rick Stein
                                                                                                                                                                                                      • Royal Botanic Gardens, Kew
                                                                                                                                                                                                      • Ryanair Holdings plc
                                                                                                                                                                                                      • Science Museum
                                                                                                                                                                                                      • Shearings Holidays Ltd
                                                                                                                                                                                                      • Somerfield
                                                                                                                                                                                                      • Tate Britain
                                                                                                                                                                                                      • Tate Modern
                                                                                                                                                                                                      • Teletext Holidays
                                                                                                                                                                                                      • Tesco Plc
                                                                                                                                                                                                      • The British Museum
                                                                                                                                                                                                      • The London Eye Company
                                                                                                                                                                                                      • The National Gallery
                                                                                                                                                                                                      • Thomas Cook Group PLC
                                                                                                                                                                                                      • Travelodge
                                                                                                                                                                                                      • TripAdvisor LLC
                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                      • Victoria and Albert Museum
                                                                                                                                                                                                      • VisitBritain
                                                                                                                                                                                                      • VisitScotland
                                                                                                                                                                                                      • VisitWales
                                                                                                                                                                                                      • Waitrose
                                                                                                                                                                                                      • Walkers Snack Foods Limited
                                                                                                                                                                                                      • Warburtons
                                                                                                                                                                                                      • Waterstones Booksellers
                                                                                                                                                                                                      • Whitbread PLC
                                                                                                                                                                                                      • Wm Morrison Supermarkets
                                                                                                                                                                                                      • YouTube, Inc.

                                                                                                                                                                                                      Domestic Tourism - UK - December 2009

                                                                                                                                                                                                      £1,995.00 (Excl.Tax)