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Domestic Tourism - UK - October 2015

“London continues to shine brightly as the primary UK tourist destination. However, there is still an opportunity for other major UK cities to highlight their holiday appeal to UK residents by putting far more emphasis on the unique cultural touchstones and experiences that each city offers”.
– Rebecca McGrath, Leisure Analyst

This report discusses the following key topics:

  • Promoting destinations outside London 
  • The role of accommodation in domestic tourism

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • Market up after decline in 2014
            • Figure 1: No. of domestic holidays forecast 2015-20
          • Over a quarter took a city break
            • Figure 2: Type of domestic holiday taken, July 2015
          • 1-3 months is most common booking time
            • Figure 3: Booking time, July 2015
          • Cost of accommodation is most important factor influencing destination choice
            • Figure 4: Domestic holiday destination influencing factors, July 2015
          • People are revisiting holiday destinations
            • Figure 5: Domestic holiday behaviour, July 2015
          • Many also wish to discover new parts of the UK
            • Figure 6: Attitudes towards domestic holidays, July 2015
          • What we think
          • Issues and Insights

            • Promoting destinations outside London
              • The facts
                • The implications
                  • The role of accommodation in domestic tourism
                    • The facts
                      • The implications
                      • The Market – What You Need to Know

                        • Market up after decline in 2014
                          • Market volume to decline slightly
                            • Slight increase in holiday length
                              • London well ahead
                                • Strong pound encouraging people abroad
                                  • Growth in visitor attraction visits
                                    • Wet 2014 dampens domestic holidays
                                    • Market Size and Forecast

                                      • Market up after decline in 2014
                                        • Figure 7: Domestic tourism volume, value and average spend in Great Britain, 2009-20
                                      • Market forecast to be steady
                                        • Forecast
                                          • Figure 8: No. of domestic holidays forecast, 2015-20
                                          • Figure 9: Domestic holidays value forecast, 2015-20
                                      • Segment Performance

                                        • Slight increase in holiday length
                                          • Figure 10: Average length of domestic holiday visits, including long and short holidays, 2010-14
                                          • Figure 11: Short vs long holidays in Great Britain, by value, 2010-14
                                        • London well ahead
                                          • Figure 12: Most visited English cities & towns – 3 year average (2012-14) by UK residents, holiday trips
                                      • Market Drivers

                                        • Domestic holidays down as people head overseas
                                          • Figure 13: No. of domestic and overseas holidays, 2009-14
                                        • Domestic expenditure declines reflects volume decrease
                                          • Figure 14: Domestic vs overseas holidays expenditure, 2009-14
                                        • The strong pound encourages people abroad
                                          • Figure 15: Sterling exchange rate against selected major currencies, 2010-15
                                        • Growth in visitor attraction visits
                                          • Figure 16: Year-on-year percentage change in visits to attractions in England, 2011-14
                                          • Figure 17: Top 10 free visitor attractions in England, by visitor numbers, 2011-14
                                          • Figure 18: Top 10* paid visitor attractions in England, by visitor numbers, 2011-14
                                        • Wet 2014 dampens domestic holidays
                                          • Figure 19: UK weather trends, 2009-14
                                      • Key Players – What You Need to Know

                                        • VisitEngland offers real time advice for travellers on Twitter
                                          • VisitBritain launches 360-degree virtual tours
                                            • British Museum takes people back to Bronze Age
                                              • Northern Ireland looks to capitalise on Game of Thrones
                                                • Banksy’s Dismaland boosts Weston-super-Mare tourism
                                                  • VisitWales launches ‘Year of …’ campaign
                                                  • Launch Activity and Innovation

                                                    • VisitEngland offers real time advice for travellers on Twitter
                                                      • VisitBritain launches 360-degree virtual tours
                                                        • The British Museum takes people back to the Bronze Age
                                                          • Northern Ireland aims to capitalise on Game of Thrones
                                                            • Banksy’s Dismaland boosts Weston-super-Mare tourism
                                                              • Wales launches ‘Year of …’ campaign
                                                              • The Consumer – What You Need to Know

                                                                • Half of people took a domestic holiday in last year
                                                                  • Younger people are taking shorter holidays
                                                                    • Over a quarter took a city break
                                                                      • 1-3 months is most common booking time
                                                                        • Own car/motorbike preferred choice of transport
                                                                          • Cost of accommodation is the most important factor
                                                                            • People are revisiting holiday destinations
                                                                              • 25-34s most likely to have used peer-to-peer rented accommodation
                                                                                • Most expect to take another UK trip in the next year
                                                                                • Domestic Holidays Taken

                                                                                  • Half of people have taken a domestic holiday in last year
                                                                                    • Families with young children more likely to take a domestic holiday
                                                                                      • Figure 20: Holidays taken in UK, July 2015
                                                                                  • Domestic Holiday Type

                                                                                    • Over a quarter took a city break
                                                                                      • Figure 21: Type of domestic holiday taken, July 2015
                                                                                    • Younger people are taking shorter holidays
                                                                                      • Figure 22: Domestic holiday length, July 2015
                                                                                    • City breaks are kept short
                                                                                      • Figure 23: Domestic holiday length, by domestic holiday type, July 2015
                                                                                  • Booking

                                                                                    • Most book independently
                                                                                      • Figure 24: Booking method used, July 2015
                                                                                    • 1-3 months is most common booking time
                                                                                      • Figure 25: Booking time, July 2015
                                                                                    • Beach holidays booked further in advance
                                                                                      • Figure 26: Domestic holiday booking time, by domestic holiday type, July 2015
                                                                                  • Travel Method

                                                                                    • Own car/motorbike preferred choice of transport
                                                                                      • Figure 27: Travel method used for last domestic holiday, July 2015
                                                                                  • Influencing Factors

                                                                                    • Cost of accommodation is most important factor
                                                                                      • People care about scenery
                                                                                        • Millennials influenced by available activities
                                                                                          • Attractions particularly important to families
                                                                                            • Figure 28: Domestic holiday destination influencing factors, July 2015
                                                                                        • Domestic Holiday Behaviour

                                                                                          • People are revisiting holiday destinations
                                                                                            • Over a quarter have taken three or more domestic holidays
                                                                                              • More than a third use comparison websites
                                                                                                • Figure 29: Domestic holiday behaviour, July 2015
                                                                                              • 25-34s most likely to have used peer-to-peer rented accommodation
                                                                                                • Figure 30: Stayed in peer-to-peer rented accommodation during a domestic holiday, by age, July 2015
                                                                                            • Future Domestic Holidays

                                                                                              • Most expect to take another UK trip in the next year
                                                                                                • Figure 31: Future domestic holidays, July 2015
                                                                                              • Half of people will visit a place they have been to before
                                                                                                • Figure 32: Future domestic holiday behaviour, July 2015
                                                                                            • Attitudes towards Domestic Holidays

                                                                                              • High interest in exploring the UK
                                                                                                • Millennials want to stay somewhere unusual
                                                                                                  • People want more focus on tourism outside of London
                                                                                                    • Figure 33: Attitudes towards domestic holidays, July 2015
                                                                                                  • Younger people more influenced by cheap flights
                                                                                                    • Figure 34: Impact of cheap flights, any agree, by age, July 2015
                                                                                                • Appendix

                                                                                                  • Data sources
                                                                                                    • Abbreviations
                                                                                                      • Market forecast
                                                                                                        • Figure 35: No. of domestic holidays forecast, 2015-20
                                                                                                        • Figure 36: Forecast domestic tourism value, 2015-20
                                                                                                      • Fan chart forecast

                                                                                                      Companies Covered

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

                                                                                                      Domestic Tourism - UK - October 2015

                                                                                                      US $2,583.33 (Excl.Tax)