Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

UK Domestic Tourism Market - September 2012

Some questions answered in the 'UK Domestic Tourism Market' report include

  • After three years of the staycation trend, is domestic holiday cost still so important?
  • How can domestic tourism combat poor – and apparently unpredictable – weather conditions?
  • What can operators do to convert the non-domestic holidaymakers, and to encourage people heading overseas to choose Britain instead?
  • Is the staycation trend likely to continue?

The year 2012 was supposed to be a banner year for domestic tourism, with events such as the Queen’s Jubilee and Olympics supported by a national advertising campaign encouraging people to holiday in their home country. Unfortunately the weather refused to play ball, and 2012 will also be remembered for playing host to the wettest summer for 100 years. 

Nevertheless, the fact that difficult economic circumstances persist – alongside increasingly gloomy prognoses for the future – suggests that the staycation trend is still with us. This was certainly the case for 2011, which almost equalled 2009 for the highest number of holidays taken within Great Britain by its residents. 

This report examines the market for domestic  tourism, and how factors such as the health of the economy, the weather and population dynamics affect the market. It looks at how many people took domestic holidays and how many domestic holidays were taken; examining consumer attitudes on the subject and how these have changed. The report also investigates how the overseas market impacts on the domestic booking choices of adults holidaying at home and how often people go away in Britain – and what type of holidays they take when they do.

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).

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Volume forecast of domestic holidays (GB), 2007-17
            • Market factors
              • Six in ten are GB holidays
                • Figure 2: Domestic* and overseas holiday volumes and share of the market, 2007-11
              • Home holiday costs high
                • Figure 3: Post Office Holiday Costs Barometer, 2012
              • Spring/summer washout
                • Figure 4: Percentage change in UK temperature, rainfall and sunshine, January-July 2011 vs 2012
              • Consumers feel the pinch
                • Figure 5: How respondents would describe their financial situation, July 2012
              • Over six in ten are short breaks
                • Figure 6: Percentage share of short breaks, mid-length holidays and long holidays in Great Britain, by volume, 2007-11
              • Spring and autumn bookings grow
                • Figure 7: Holiday volumes in Great Britain, by month, 2007-11
              • Companies, brands and innovation
                • Innovations
                  • The consumer
                    • Domestic holiday-taking
                      • Figure 8: Types of holiday taken in the past 12 months, July 2012
                    • Beach/seaside breaks are top choice
                      • Figure 9: Most popular types of domestic holiday, July 2012
                    • More planning to take domestic holidays
                      • Figure 10: Trend in key attitudes towards domestic holidays, June 2011 vs July 2012
                    • What we think
                    • Issues in the Market

                        • After three years of the staycation trend, is domestic holiday cost still so important?
                          • How can domestic tourism combat poor – and apparently unpredictable – weather conditions?
                            • What can operators do to convert the non-domestic holidaymakers, and to encourage people heading overseas to choose Britain instead?
                              • Is the staycation trend likely to continue?
                              • Trend Application

                                  • Prepare for the Worst
                                    • Secret Secret
                                      • 2015: Old Gold
                                      • Market Drivers

                                        • Key points
                                          • Taking two or three trips per year most likely
                                            • Figure 11: Trends in total number of holiday trips taken, 2011 and 2012
                                          • UK cities and holiday costs: not cheap
                                            • Figure 12: Post Office City Costs Barometer, 2012
                                            • Figure 13: Post Office Holiday Costs Barometer, 2012
                                          • Going away gets more expensive – tax and fuel costs rise
                                            • Figure 14: Air Passenger Duty per passenger, September 2012
                                            • Figure 15: US Gulf Coast kerosene-type jet fuel price per gallon, January 2009-July 2012
                                          • Oil costs hit car users at home
                                            • Figure 16: Petrol/diesel costs, January 2009-August 2012
                                            • Figure 17: Change in percentage of consumers buying weekly amounts of petrol, 2007-12
                                            • Figure 18: Trends in car ownership since start of recession, 2009-12
                                          • Olympics – watch at home
                                            • Figure 19: Average hotel prices for selected UK and international cities, 2010 and 2011
                                            • Figure 20: People's plans to follow the London 2012 Olympics, 2012
                                          • The rainy (high) season
                                            • Figure 21: Mean UK annual temperatures and rainfall, 1960-2011
                                            • Figure 22: UK weather trends, 2006-11
                                            • Figure 23: Percentage change in UK temperature, rainfall and sunshine, January-July 2011 vs 2012
                                          • Double-dip recession drags on as consumer confidence flat lines
                                            • Figure 24: GDP quarterly percentage change, Q1 2007-Q3 2012
                                            • Figure 25: UK Consumer Confidence Index, January 2008-July 2012
                                            • Figure 26: How respondents would describe their financial situation, July 2012
                                          • British age profile shifts
                                            • Figure 27: Trends in the age structure of the UK population, 2007-17
                                          • Campaigning and packaging
                                          • Competitive Context

                                            • Key points
                                              • Leisure spending shows no signs of recovery as disposable income remains tight
                                                • Figure 28: Trends in what extra money is spent on, July 2010-July 2012
                                              • Share of domestic holidays continues to grow
                                                • Figure 29: Domestic* and overseas holiday volumes, 2007-11
                                                • Figure 30: Domestic vs overseas holiday expenditure, 2007-11
                                              • European holidays on the rise
                                                • Figure 31: Top 15 overseas destinations for UK holidaymakers, 2007-11
                                              • Expenditure, exchange rates and overseas holidays
                                                • Figure 32: Average expenditure on domestic* and overseas holidays, 2007-11
                                                • Figure 33: Sterling to euro exchange rate and average expenditure for overseas holidays*, 2007-12
                                            • Who’s Innovating?

                                              • Key points
                                                • English Tourism Week
                                                  • Apps for London and Wales
                                                    • Let the plane take the strain
                                                      • Rough Guide to cool places
                                                        • Packaging for 2013
                                                          • Monmouthpedia
                                                            • Lads’ mag stags
                                                              • Google galleries
                                                                • Local push
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Great British holidays
                                                                      • Figure 34: Volume, value and average spend on domestic holidays (GB), 2007-17
                                                                      • Figure 35: Year-on-year change in average expenditure* on holidays, 2009-11
                                                                    • 2012 and beyond
                                                                      • Figure 36: Volume of GB tourism trips, all purposes, January-May 2011 vs 2012
                                                                      • Figure 37: Year-on-year percentage change in overseas holidays taken by UK residents, January-May 2012 vs June 2012
                                                                    • Forecast
                                                                      • Figure 38: Volume forecast of domestic holidays (GB), 2007-17
                                                                      • Figure 39: Value forecast of domestic holidays (GB), 2007-17
                                                                    • Forecast methodology
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Short breaks on the rise while long holidays decline
                                                                          • Figure 40: Short breaks vs mid-length holidays vs long holidays in Great Britain, by volume, 2006-11
                                                                          • Figure 41: Short breaks vs mid-length holidays vs long holidays in Great Britain, by value, 2006-11
                                                                        • Staycation surge outside traditional favourites
                                                                          • Figure 42: Holiday volumes in Great Britain, by region visited, 2006-11
                                                                          • Figure 43: Trends in countries/towns visited in British Isles, 2010-12
                                                                        • Country holidays increasing as alternative to seaside breaks
                                                                          • Figure 44: Holiday volumes in Great Britain, by type of destination, 2006-11
                                                                        • Holidaymakers opt for low-season breaks
                                                                          • Figure 45: Holiday volumes in Great Britain, by month, 2007-11
                                                                        • Motoring and rail travel remain most popular options despite rising costs
                                                                          • Figure 46: Estimated holiday volumes in Great Britain, by transport mode, 2006-11
                                                                          • Figure 47: Index of rail fares vs RPI, 2004-11
                                                                        • Recession response differs by age
                                                                          • Figure 48: Domestic and overseas holidays taken by people aged 16-24, 2007-11
                                                                          • Figure 49: Domestic and overseas holidays taken by people aged 25-34, 2007-11
                                                                          • Figure 50: Domestic and overseas holidays taken by people aged 35-44, 2007-11
                                                                          • Figure 51: Domestic and overseas holidays taken by people aged 45-54, 2007-11
                                                                          • Figure 52: Domestic and overseas holidays taken by people aged 55-64, 2007-11
                                                                          • Figure 53: Domestic and overseas holidays taken by over-65s, 2007-11
                                                                      • Market Share

                                                                        • Key points
                                                                          • Visits to attractions up in 2011
                                                                            • Figure 54: Top ten free visitor attractions, by visitor numbers, 2009-11
                                                                            • Figure 55: Top ten* paid visitor attractions, by visitor numbers, 2009-11
                                                                            • Figure 56: Year-on-year percentage increase in visits to attractions, 2007-11
                                                                        • Companies and Products

                                                                            • Bourne Leisure Ltd
                                                                              • Financial information
                                                                                • Figure 57: Key financials, Bourne Leisure, 2009 and 2010
                                                                                • Figure 58: Key financials, Butlins Skyline, 2009 and 2010
                                                                                • Figure 59: Key financials, Haven Leisure, 2009 and 2010
                                                                                • Figure 60: Key financials, Warner Leisure Hotels, 2009 and 2010
                                                                              • Butlins Skyline Ltd
                                                                                • Company overview
                                                                                  • Recent activity
                                                                                    • Marketing and promotional activities
                                                                                      • Strategic framework/outlook
                                                                                        • Haven Holidays
                                                                                          • Company overview
                                                                                            • Recent activity
                                                                                              • Marketing and promotional activities
                                                                                                • Warner Leisure Hotels
                                                                                                  • Company overview
                                                                                                    • Marketing and promotional activities
                                                                                                      • Center Parcs
                                                                                                        • Company overview
                                                                                                          • Financial information
                                                                                                            • Figure 61: Key financials, Center Parcs, 2010 and 2011
                                                                                                          • Recent activity
                                                                                                            • Hoseasons Group Ltd
                                                                                                              • Company overview
                                                                                                                • Recent activity
                                                                                                                  • Financial information
                                                                                                                    • Figure 62: Key financials, Hoseasons, 2009 and 2010
                                                                                                                  • Marketing and promotional activities
                                                                                                                    • Premier Inn
                                                                                                                      • Company overview
                                                                                                                        • Recent activity
                                                                                                                          • Financial information
                                                                                                                            • Figure 63: Key financials for Whitbread Plc*, 2011-12
                                                                                                                          • Marketing and promotional activity
                                                                                                                            • Strategic framework/outlook
                                                                                                                              • Shearings Holidays
                                                                                                                                • Company overview
                                                                                                                                  • Recent activity
                                                                                                                                    • Financial information
                                                                                                                                      • Figure 64: Key financials, Shearings, 2010 and 2011
                                                                                                                                    • Marketing and promotional activities
                                                                                                                                      • Tourist boards
                                                                                                                                        • VisitEngland
                                                                                                                                          • Overview
                                                                                                                                            • Recent activity
                                                                                                                                              • Marketing and promotional campaigns
                                                                                                                                                • Strategic framework/outlook
                                                                                                                                                    • Figure 65: VisitEngland Action Plan review, as of 2012
                                                                                                                                                    • Figure 66: VisitEngland customer segmentation
                                                                                                                                                  • VisitScotland
                                                                                                                                                    • Overview
                                                                                                                                                      • Recent activity
                                                                                                                                                        • Financial information
                                                                                                                                                          • Figure 67: VisitScotland key financials, 2009/10 and 2010/11
                                                                                                                                                        • Marketing and promotional campaigns
                                                                                                                                                          • Strategic framework/outlook
                                                                                                                                                            • Visit Wales
                                                                                                                                                              • Overview
                                                                                                                                                                • Marketing and promotional campaigns
                                                                                                                                                                  • Strategic framework/outlook
                                                                                                                                                                    • London & Partners
                                                                                                                                                                      • Overview
                                                                                                                                                                        • Recent activity
                                                                                                                                                                          • Figure 68: London: Domestic visits, nights and spend, 2007-11
                                                                                                                                                                        • Marketing and promotional campaigns
                                                                                                                                                                          • Northern Ireland Tourist Board
                                                                                                                                                                            • Overview
                                                                                                                                                                              • Recent activity
                                                                                                                                                                                • Financial information
                                                                                                                                                                                  • Figure 69: Northern Ireland Tourist Board key financials, 2009/10 and 2010/11
                                                                                                                                                                                • Marketing and promotional campaigns
                                                                                                                                                                                  • Strategic framework/outlook
                                                                                                                                                                                  • Channels to Market

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Online on the up as ‘no firm booking’ falls
                                                                                                                                                                                        • Figure 70: Estimated volume of GB holidays, by booking method, 2006-10
                                                                                                                                                                                        • Figure 71: Estimated value of GB holidays, by booking method, 2006-10
                                                                                                                                                                                        • Figure 72: Estimated percentages of GB holiday volume and expenditure from online booking, 2006-10
                                                                                                                                                                                    • Holidays Taken

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Fewer people take holidays abroad; UK holiday-taking stable
                                                                                                                                                                                          • Figure 73: Types of holiday taken in the past 12 months, 2011 and 2012
                                                                                                                                                                                        • Who goes for the UK?
                                                                                                                                                                                        • Number of Domestic Holidays

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Seven in ten take one or two trips
                                                                                                                                                                                              • Figure 74: Number of domestic holidays taken in last 12 months, July 2012
                                                                                                                                                                                            • Men take multiple trips
                                                                                                                                                                                              • Going abroad as well makes for more UK holidays
                                                                                                                                                                                                • Figure 75: Number of domestic holidays taken in last 12 months, by type of holidays taken in last 12 months, July 2012
                                                                                                                                                                                            • Type of Domestic Holiday

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Down to the beach for domestic holidaymakers
                                                                                                                                                                                                  • Figure 76: Type of domestic holiday, July 2012
                                                                                                                                                                                                • Who goes for what?
                                                                                                                                                                                                  • Short breaks and the city
                                                                                                                                                                                                    • Figure 77: Type of domestic holiday, by most popular holidays taken, July 2012
                                                                                                                                                                                                • Attitudes Towards Domestic Holidays

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • One in three plan a domestic holiday
                                                                                                                                                                                                      • Figure 78: Attitudes towards domestic holidays, July 2012
                                                                                                                                                                                                    • Intentions increase
                                                                                                                                                                                                      • Figure 79: Trend in key attitudes towards domestic holidays, June 2011 vs July 2012
                                                                                                                                                                                                    • Young and old least likely
                                                                                                                                                                                                      • Cost concerns
                                                                                                                                                                                                        • The non-takers
                                                                                                                                                                                                          • Domestic holidaymakers stay loyal
                                                                                                                                                                                                            • Figure 80: Attitudes towards domestic holidays, by UK or overseas holidays taken, July 2012
                                                                                                                                                                                                            • Figure 81: Attitudes towards domestic holidays, by types of UK holidays taken, July 2012
                                                                                                                                                                                                        • Targeting Opportunities

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Target groups
                                                                                                                                                                                                              • Figure 82: Domestic holidays target groups, July 2012
                                                                                                                                                                                                            • Home Fans
                                                                                                                                                                                                              • Demographic profile
                                                                                                                                                                                                                • Marketing message
                                                                                                                                                                                                                  • Neutrals
                                                                                                                                                                                                                    • Demographic profile
                                                                                                                                                                                                                      • Marketing message
                                                                                                                                                                                                                        • Away Supporters
                                                                                                                                                                                                                          • Demographic profile
                                                                                                                                                                                                                            • Marketing message
                                                                                                                                                                                                                              • Not Interested
                                                                                                                                                                                                                                • Demographic profile
                                                                                                                                                                                                                                  • Marketing message
                                                                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                      • Figure 83: Volume forecast of domestic holidays (GB), best and worst case scenarios, 2012-17
                                                                                                                                                                                                                                      • Figure 84: Value forecast of domestic holidays (GB), best and worst case scenarios, 2012-17
                                                                                                                                                                                                                                  • Appendix – Holidays Taken

                                                                                                                                                                                                                                      • Figure 85: Holidays taken – any UK, any overseas, short breaks, by demographics, July 2012
                                                                                                                                                                                                                                      • Figure 86: Holidays taken – 4+ nights, packages, independent, by demographics, July 2012
                                                                                                                                                                                                                                      • Figure 87: Other holidays taken, by demographics, July 2012
                                                                                                                                                                                                                                  • Appendix – Number of Domestic Holidays

                                                                                                                                                                                                                                      • Figure 88: Number of domestic holidays taken, by demographics, July 2012
                                                                                                                                                                                                                                  • Appendix – Type of Domestic Holiday

                                                                                                                                                                                                                                      • Figure 89: Type of domestic holiday taken, by number of domestic holidays, July 2012
                                                                                                                                                                                                                                      • Figure 90: Type of domestic holiday taken, by demographics, July 2012
                                                                                                                                                                                                                                  • Appendix – Attitudes Towards Domestic Holidays

                                                                                                                                                                                                                                      • Figure 91: Attitudes towards domestic holidays, by number of domestic holidays taken, July 2012
                                                                                                                                                                                                                                      • Figure 92: Attitudes towards domestic holidays, by type of domestic holiday taken, July 2012
                                                                                                                                                                                                                                      • Figure 93: Most popular attitudes towards domestic holidays, by demographics, July 2012
                                                                                                                                                                                                                                      • Figure 94: Next most popular attitudes towards domestic holidays, by demographics, July 2012
                                                                                                                                                                                                                                      • Figure 95: Other attitudes towards domestic holidays, by demographics, July 2012
                                                                                                                                                                                                                                  • Appendix – Targeting Opportunities

                                                                                                                                                                                                                                      • Figure 96: Attitudes towards domestic holidays, by target groups, July 2012
                                                                                                                                                                                                                                      • Figure 97: Holidays taken, by target groups, July 2012
                                                                                                                                                                                                                                      • Figure 98: Number of domestic holidays taken, by target groups, July 2012
                                                                                                                                                                                                                                      • Figure 99: Type of domestic holiday taken, by target groups, July 2012
                                                                                                                                                                                                                                      • Figure 100: Target groups, by demographics, July 2012

                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                  • Amazon.co.uk
                                                                                                                                                                                                                                  • Bourne Leisure Group
                                                                                                                                                                                                                                  • Butlins Skyline Limited
                                                                                                                                                                                                                                  • Caledonian Travel Ltd
                                                                                                                                                                                                                                  • Haven Holidays
                                                                                                                                                                                                                                  • Hoseasons Holidays Ltd
                                                                                                                                                                                                                                  • Premier Travel Inn
                                                                                                                                                                                                                                  • Shearings Holidays Ltd
                                                                                                                                                                                                                                  • VisitBritain
                                                                                                                                                                                                                                  • VisitEngland
                                                                                                                                                                                                                                  • VisitScotland
                                                                                                                                                                                                                                  • Wallace Arnold
                                                                                                                                                                                                                                  • Walt Disney Company, The
                                                                                                                                                                                                                                  • Warner Holiday Resorts & Hotels Group
                                                                                                                                                                                                                                  • Whitbread PLC
                                                                                                                                                                                                                                  • Wyndham Worldwide Corporation

                                                                                                                                                                                                                                  UK Domestic Tourism Market - September 2012

                                                                                                                                                                                                                                  US $2,583.33 (Excl.Tax)