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Domestic Tourism - UK - October 2017

“Brexit has presented opportunities for the domestic market. The latest data suggests that 2017 has been a good year for domestic tourism. Although growth in overseas holidays has remained strong, there is a chance that many consumers will be willing to swap their overseas short breaks for cheaper UK-based ones.”
– Fergal McGivney, Travel Analyst

This Report looks at the following areas:

  • Consumers who are cutting back on short breaks present opportunities for domestic brands 
  • Domestic brands can tap into the lucrative bleisure trend
  • Nearly a quarter are interested in Airbnb for domestic holidays

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Table of contents

  1. Overview

    • What you need to know
      • Scope of this Report
      • Executive Summary

          • The market
            • Positive outlook going forward despite a slow 2016
                • Figure 1: Domestic holidays volume forecast, 2012-22
                • Figure 2: Domestic holidays value forecast, 2012-22
              • A weak Pound did not dampen people’s appetite for holidays overseas
                • Figure 3: Attitudes towards domestic holidays versus overseas holidays, August 2017
              • The consumer
                • Half the population have been on holiday in the UK over the past year
                  • Figure 4: Domestic holiday taking, July 2016 and August 2017
                • A boost for short breaks over the August Bank Holiday weekend
                  • Figure 5: Length of last domestic holiday, July 2016 and August 2017
                • Holiday product offerings – Which types are most popular?
                  • Figure 6: Type of last domestic holiday, August 2017
                  • Figure 7: Mode of transport for domestic holiday, August 2017
                • Over half of UK consumers are planning a domestic break
                  • Figure 8: Future plans for domestic holidays, August 2017
                • Communicating the beauty of the countryside through mobile
                  • Figure 9: Attitudes towards domestic holidays I, August 2017
                • Value is an issue, but consumers see the UK as an exciting holiday
                  • Figure 10: Attitudes towards domestic holidays II, August 2017
                • Home or away? How would consumers spend £1,000 holiday money?
                    • Figure 11: Spending on domestic holidays vs spending abroad, August 2017
                  • What we think
                  • Issues and Insights

                    • Consumers who are cutting back on short breaks present opportunities for domestic brands
                      • The facts
                        • The implications
                          • Domestic brands can tap into the lucrative bleisure trend
                            • The facts
                              • The implications
                                • Nearly a quarter are interested in Airbnb for domestic holidays
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • The staycation boom has had long-term positives for domestic market
                                        • However, there was a market contraction in 2016…
                                          • …mainly due to dips in Scotland and Wales…
                                            • …but England fared slightly better
                                              • A good year for 2017 so far
                                                • Nearly half of domestic holidaymakers will holiday in the UK instead of going abroad in 2018
                                                  • International tourists to encourage British 16-34s to holiday at home
                                                    • 2017 is the Year of Literary Heroes
                                                    • Market Size and Forecast

                                                      • Positive outlook for domestic tourism going forward despite a slow 2016
                                                        • A weak Pound did not dampen people’s appetite for holidays overseas
                                                          • Figure 12: Attitudes towards domestic holidays versus overseas holidays, August 2017
                                                        • Outlook for domestic tourism in 2017
                                                          • Figure 13: Domestic tourism volume, value and average spend in Great Britain, 2012-22
                                                          • Figure 14: Domestic holidays volume forecast, 2012-22
                                                          • Figure 15: Domestic holidays value forecast, 2012-22
                                                        • Forecast methodology
                                                        • Segment Performance

                                                          • Visits to GB attractions trended upwards in 2016
                                                            • English attractions dominate the top 20 most visited attractions in the UK
                                                              • Figure 16: Visits made to visitor attractions in membership with AVLA, 2015
                                                            • Proportion of UK consumers vising attractions increases
                                                              • Figure 17: Types of attractions visited, September 2015 and October 2016
                                                            • Who visits attractions? The young and wealthy have biggest appetite
                                                              • Figure 18: Visiting tourist attractions, by age, October 2016
                                                              • Figure 19: aVisiting tourist attractions, by socio-economic group, October 2016
                                                            • The long-term shift towards short breaks
                                                            • Market Drivers

                                                              • Consumers’ disposable income hurt by rising inflation
                                                                • Figure 20: UK average weekly earnings (excluding bonuses)* vs CPI inflation, percentage change year on year, June 2012-June 2017
                                                              • Competition for domestic tourism
                                                                • Figure 21: Domestic and overseas holiday volumes, 2008-16
                                                                • Figure 22: Top 10 countries visited by UK residents, by all modes of transport, 2015 vs 2016
                                                                • Figure 23: Post Office Holiday Cost Barometer, cost of 8 common holiday items* in selected destinations, 2017
                                                              • UK weather trends; potential for extreme weather over the coming years
                                                              • Launch Activity and Innovation

                                                                • £40 million Discover England fund approaching its third year
                                                                  • New app from Heritage Cities Group leverages the latest in augmented reality
                                                                    • International tourists to encourage British 16-34s to holiday at home
                                                                      • Figure 24: Love Great Britain campaign on Instagram, September 2017
                                                                    • Salon and spa venues now bookable on Maps and Search in the US
                                                                      • A boost for the North West as Hull wins UK City of Culture 2017
                                                                        • Edinburgh Arts Festival celebrates its 70th year
                                                                          • 2017 is the Year of Literary Heroes
                                                                            • Figure 25: VisitEngland’s Year of Literary Heroes campaign, September 2017
                                                                        • The Consumer – What You Need to Know

                                                                          • Half the population have been on holiday in the UK over the past year
                                                                            • Short and long breaks equally popular
                                                                              • City breaks are the most popular type of holiday
                                                                                • Two thirds of consumers travel by car
                                                                                  • Over half of UK consumers are planning a domestic break
                                                                                    • Consumers say they do not see enough of the British countryside
                                                                                      • Value for money when holidaying in the UK can be an issue
                                                                                        • Home or away: How would consumers spend £1,000 holiday money?
                                                                                        • Domestic Holiday Taking

                                                                                          • Half the population have been on holiday in the UK over the past year
                                                                                            • Figure 26: Domestic holiday taking, July 2016 and August 2017
                                                                                          • Helping younger generations find value in the domestic travel market
                                                                                            • Figure 27: Amount spent on most expensive holiday in the last 12 months, by age, November 2016
                                                                                            • Figure 28: Domestic holiday taking, by age, August 2017
                                                                                            • Figure 29: Skyscanner’s estimated lowest prices calendar for October 2017
                                                                                        • Length of Domestic Holidays

                                                                                          • A boost for short breaks over the August Bank Holiday weekend
                                                                                            • Figure 30: Length of last domestic holiday, July 2016 and August 2017
                                                                                          • Overseas holiday habits have changed…
                                                                                            • …but what does this mean for domestic holidays?
                                                                                                • Figure 31: Attitudes towards domestic holidays, August 2017
                                                                                            • Domestic Holiday Type

                                                                                              • Holiday product offerings – which types are most popular?
                                                                                                • Figure 32: Type of last domestic holiday, August 2017
                                                                                              • Which type of consumers favour these different holiday products?
                                                                                                • Figure 33: Type of last domestic holiday, by age, August 2017
                                                                                              • City breaks tend to be short breaks of one to three nights
                                                                                                • Figure 34: Type of last domestic holiday, by holiday length, August 2017
                                                                                              • Millennials may be cutting back on overseas short breaks; this spells an opportunity for domestic brands
                                                                                                • Figure 35: Attitudes towards short breaks, by age, May 2017
                                                                                                • Figure 36: Domestic holiday type, living location, August 2017
                                                                                              • Rural/city escapes for urban dwellers
                                                                                                • Figure 37: Attitudes towards combining city/rural breaks in one trip, August 2017
                                                                                              • The UK natural wonders can be a cheaper alternative to Iceland
                                                                                                • Figure 38: Number of visits to Iceland by UK residents, by age, 2016
                                                                                              • Potential boost for the camping and caravanning market on the horizon
                                                                                                • Domestic holidays for families
                                                                                                  • Tapping into nostalgia when targeting Millennial parents
                                                                                                  • Mode of Transport

                                                                                                    • Two thirds of consumers travel by car
                                                                                                      • Figure 39: Mode of transport for domestic holiday, August 2017
                                                                                                      • Figure 40: Licence holders in the UK, by age, March 2015
                                                                                                    • Sizeable single-parent market for domestic tourism brands to target
                                                                                                      • Domestic flyers; domestic brands can tap into the bleisure trend
                                                                                                        • Modest growth forecast for domestic travel
                                                                                                          • Figure 41: Passenger numbers uplifted at UK airports, 2012-22
                                                                                                        • Rail remains an expensive option for domestic holidaymakers
                                                                                                          • Figure 42: Attitudes towards domestic holidays I, August 2017
                                                                                                          • Figure 43: UK rail fares index, 2004-16
                                                                                                          • Figure 44: UK rail fares index, 2004-16
                                                                                                      • Future Plans for Domestic Holidays

                                                                                                        • Over half of UK consumers are planning a domestic break
                                                                                                          • Figure 45: Future plans for domestic holidays, August 2017
                                                                                                        • Domestic breaks boosted by demand from the 25-34s?
                                                                                                          • Figure 46: Future plans for domestic holidays, by age, August 2017
                                                                                                        • Regions and domestic holiday taking
                                                                                                          • Figure 47: Future plans for domestic holidays, August 2017
                                                                                                        • Regional breakdown of socio-demographics
                                                                                                          • Figure 48: Socio-demographic breakdown of the UK, August 2017
                                                                                                      • Attitudes towards Domestic Holidays I

                                                                                                        • Communicating the beauty of the countryside through mobile
                                                                                                            • Figure 49: Attitudes towards domestic holidays I, August 2017
                                                                                                          • Nearly a quarter are interested in Airbnb for domestic holidays
                                                                                                          • Attitudes towards Domestic Holidays II

                                                                                                            • Value for money when holidaying in the UK can be an issue…
                                                                                                              • …but consumers see the UK as an exciting holiday
                                                                                                                • Figure 50: Attitudes towards domestic holidays II, August 2017
                                                                                                            • Domestic versus Overseas Preference

                                                                                                              • Home or away? How would consumers spend £1,000 holiday money?
                                                                                                                  • Figure 51: Spending on domestic holidays vs spending abroad, August 2017
                                                                                                                • Going abroad
                                                                                                                  • Staying at home
                                                                                                                      • Figure 52: Spending on domestic holidays vs spending abroad, by domestic holiday type, August 2017
                                                                                                                  • CHAID Analysis – Domestic Tourism Attitudes

                                                                                                                    • Methodology
                                                                                                                      • Using weather data to promote domestic trips
                                                                                                                          • Figure 53: Target groups based on attitudes towards domestic holidays – CHAID – tree output, August 2017
                                                                                                                          • Figure 54: Target groups based on attitudes towards domestic holidays – CHAID – Table output, August 2017
                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                          • Abbreviations
                                                                                                                            • Consumer research methodology
                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                              • Forecast methodology
                                                                                                                                  • Figure 55: Best- and worst-case forecast for domestic holidays volume, 2017-22
                                                                                                                                  • Figure 56: Best- and worst-case forecast for domestic holidays value, 2017-22

                                                                                                                              Companies Covered

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

                                                                                                                              Domestic Tourism - UK - October 2017

                                                                                                                              US $2,648.76 (Excl.Tax)