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Domestic Tourism - UK - October 2016

“A resurgence of overseas travel continues to be the main threat but a weak Pound, economic uncertainty over Brexit and concerns over safety in some destinations abroad are all likely to help the domestic market in the coming months.”
– John Worthington, Senior Analyst

This report examines the following areas:

  • Short breaks can encourage diversification
  • Staycations for Londoners
  • Designer property rental
  • Turning challenge into opportunity

Despite competition from a resurgent overseas holiday market, domestic tourism held its own in 2015 with an 8.5% rise in expenditure, and, over the past seven years, value has increased by 30% - significantly ahead of inflation. A plummeting Pound and the possibility of economic slowdown as Brexit negotiations get underway, could also produce another ‘staycation’ boost (as happened in the last recession), but this is still shrouded in much uncertainty. Familiarity, security and the pull of the past are powerful emotional drivers of domestic holidays in an ever-changing, insecure world, but operators also need to keep investing and innovating in new visitor attractions and mobile technology to engage new generations.

This Report examines holidays taken in the UK by its residents. These must constitute a stay of at least one night and do not include business trips, visits to stay with friends and relatives or stays solely for events such as weddings or funerals. Data on the size and segmentation of the market are for Great Britain rather than the United Kingdom (ie Northern Ireland is not included).

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Table of contents

  1. Overview

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

          • Brexit likely to benefit UK hols
            • Figure 1: Domestic holidays value forecast 2011-21
          • Short breaks go from strength to strength
            • Figure 2: Average length of domestic holiday visits, 2007-15
          • Attracting back older singles
            • Stress and the city
              • Figure 3: Type of last domestic holiday, July 2016
            • Back to nature
              • Millennial set-jetters
                • Spontaneous booking on the rise
                  • Figure 4: When last domestic holiday was booked, July 2016
                • Safety first
                  • Power of nostalgia
                    • Figure 5: Potential areas of interest, July 2016
                  • What we think
                  • Issues and Insights

                    • Short breaks can encourage diversification
                      • The facts
                        • The implications
                          • Staycations for Londoners
                            • The facts
                              • The implications
                                • Designer property rental
                                  • The facts
                                    • The implications
                                      • Turning challenge into opportunity
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Brexit could lead to new staycation effect
                                              • Short intensive breaks and OMG moments are key to success
                                                • City break opportunities beyond the capital
                                                  • Immersive experiences drive innovation in attractions sector
                                                    • Climate changes offers new challenges and opportunities
                                                    • Market Size and Forecast

                                                      • Weak pound likely to boost domestic tourism
                                                        • Figure 6: Domestic tourism volume, value and average spend in Great Britain, 2011-21
                                                      • Forecast
                                                        • Figure 7: Domestic holidays volume forecast 2011-21
                                                        • Figure 8: Domestic holidays value forecast 2011-21
                                                      • The impact of the EU referendum vote
                                                          • Figure 9: Alternative market scenarios for the post-Brexit domestic tourism market, at current prices, 2016-21
                                                          • Figure 10: Detailed Post-Brexit scenarios for the domestic tourism market, at current prices, 2016-21
                                                        • Staycation revisited?
                                                        • Segment Performance

                                                          • Short and sweet
                                                            • Figure 11: Average length of domestic holiday visits, 2007-15
                                                            • Figure 12: Short vs long holidays in Great Britain, by volume, 2011-15
                                                            • Figure 13: Short vs long holidays in Great Britain, by value, 2011-15
                                                          • Revival of seaside and countryside in 2015
                                                            • Figure 14: Holiday volumes in Great Britain, by type of destination*, 2011-15
                                                          • East in decline
                                                            • Figure 15: Domestic holiday volumes in Great Britain, by region visited, 2011-15
                                                          • Beyond the capital
                                                            • Figure 16: Most visited English cities and towns – 2013-15 three year average for holiday trips by UK residents
                                                        • Market Background

                                                          • Brexit uncertainty looms
                                                            • Figure 17: UK average weekly earnings (excluding bonuses)* vs CPI inflation, percentage change year-on-year, June 2013-June 2016
                                                          • Overseas holiday performance will be critical for domestic tourism
                                                              • Figure 18: Domestic and overseas holiday volumes, 2008-15
                                                            • Domestic tourism is now in stronger position than pre-2009
                                                              • Figure 19: Domestic and overseas holiday expenditure*, 2008-15
                                                            • Sterling’s fall will push up cost of holidays abroad
                                                              • Figure 20: Sterling annual average exchange rate against selected currencies, 2011-16
                                                            • Visitor attractions see steady growth
                                                              • But rising admission costs could dampen demand if economy weakens
                                                                • Figure 21: Year-on-year percentage change in visits to attractions in England, 2011-15
                                                                • Figure 22: Top 10 paid-for-entry attractions in England, by visitor numbers, 2014 and 2015
                                                                • Figure 23: Top 10 free visitor attractions in England, by visitor numbers, 2014 and 2015
                                                              • Pump prices still a positive factor for UK holidays
                                                                • Figure 24: Petrol costs (unleaded 95 octane), January 2012-August 2016
                                                              • Changing weather patterns and domestic tourism
                                                                • Figure 25: UK weather trends, 2010-15
                                                              • Climate challenges and opportunities
                                                              • Key Players – What You Need to Know

                                                                • Five star P2P
                                                                  • Health and wellness is a growing influence
                                                                    • Edutainment offers brand opportunities
                                                                      • Around the world staycations
                                                                        • Reinventing the seaside
                                                                          • Films and books driving destination choices
                                                                          • Launch Activity and Innovation

                                                                            • Luxury P2P in London
                                                                              • Wellness and outdoor activity
                                                                                • Boffins at Butlins
                                                                                  • Travel without having to go anywhere
                                                                                    • Vintage elements with a twist
                                                                                      • Film and literary tourism
                                                                                      • The Consumer – What You Need to Know

                                                                                        • Winning back lapsed older singles
                                                                                          • Portfolio mini-breaks
                                                                                            • Hassle-free packages for over-65s and young parents
                                                                                              • Booking windows getting shorter
                                                                                                • Safety fears may keep some closer to home
                                                                                                  • Mums place high value on holiday attractions
                                                                                                    • Nostalgia may drive multigenerational holidays
                                                                                                    • Domestic Holiday Taking

                                                                                                      • Older singles are key lapsed visitors
                                                                                                        • Figure 26: Domestic holidays taken in the past 12 months, July 2016
                                                                                                      • Over-65s and young parents most likely to take longer UK hols
                                                                                                        • Figure 27: Duration of last domestic holiday, July 2016
                                                                                                        • Figure 28: Duration of last domestic holiday, by age group, July 2016
                                                                                                      • Urban and rural tribes
                                                                                                          • Figure 29: Type of last domestic holiday, July 2016
                                                                                                        • Family glampers
                                                                                                          • Making activity hols more mainstream
                                                                                                            • Older women under-represented in spa breaks
                                                                                                              • Short breaks not just about cities
                                                                                                                • Figure 30: Duration of last domestic holiday by type, July 2016
                                                                                                            • Domestic Holiday Booking

                                                                                                              • Multi-generational packages
                                                                                                                • Figure 31: How last domestic holiday was booked, July 2016
                                                                                                              • Recreating golden age of seaside rail breaks
                                                                                                                • Figure 32: Duration and type of last domestic holiday by how it was booked, July 2016
                                                                                                              • Increase in ‘spur of the moment’ bookings
                                                                                                                • Figure 33: When last domestic holiday was booked, July 2016
                                                                                                              • One in five short breaks are booked within a week of travel
                                                                                                                • Figure 34: Duration of last domestic holiday by when it was booked, July 2016
                                                                                                              • Mobile booking levels remain low
                                                                                                                • Londoners are the most likely to use travel agents to book a UK break
                                                                                                                  • Figure 35: Method of booking last domestic holiday, July 2016
                                                                                                              • Domestic Holiday Behaviour

                                                                                                                • Safety concerns may help domestic tourism
                                                                                                                  • Figure 36: Domestic holiday behaviours, July 2016
                                                                                                                • Staycation enthusiasts
                                                                                                                  • Price comparison and customer review
                                                                                                                    • Londoners in vanguard of Airbnb use
                                                                                                                    • Domestic Holiday Opportunities

                                                                                                                      • Pull of the past
                                                                                                                        • Figure 37: Potential areas of interest, July 2016
                                                                                                                      • Boomers seek the real thing
                                                                                                                        • Grand designs
                                                                                                                          • Set-jetting for Millennials
                                                                                                                            • Epic adventures
                                                                                                                              • MAMIL breaks
                                                                                                                                • City challenges
                                                                                                                                  • Pokémon potential
                                                                                                                                  • Appendix

                                                                                                                                    • Definition
                                                                                                                                      • Abbreviations

                                                                                                                                      Domestic Tourism - UK - October 2016

                                                                                                                                      US $2,648.76 (Excl.Tax)