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Domestic Tourism - UK - September 2013

“The holiday industry is increasingly polarising between holiday haves and have-nots. Holiday brands with a clear ABC1 bias – eg Center Parcs (the ‘middle class Butlins’), Hoseasons premium lodge brands or hotels catering for the city break phenomenon – have been performing well. Many of the have-nots may not be able to get away at all, but, given the impact of several years of economic stagnation and government austerity measures on average wages, the UK will continue to offer budget options for those who can.”

– John Worthington, Senior Analyst

Some questions answered in this report include:

  • Does (increasingly) unpredictable weather put the UK at an inevitable disadvantage?
  • Can UK holidays be better packaged?
  • How can the UK countryside be promoted to younger generations?
  • Is the UK second best for many holidaymakers and, if so, does it matter?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Volume forecast of domestic holidays, 2013-18
              • Figure 2: Value forecast of domestic holidays, 2013-18
            • Britain basks (finally) in barbecue summer
              • Domestic tourism takes (and keeps) bigger slice of the holiday pie
                • Figure 3: Domestic vs. overseas holidays, percentage market share of all holidays, 2008-12
              • Market factors
                • Shorter and sweeter
                  • Figure 4: Average length of domestic holiday visits, 2007-12
                  • Figure 5: Short breaks vs mid-length holidays vs long holidays in Great Britain, percentage change, 2007-12
                • Winners and losers
                  • Figure 6: Holiday volumes in Great Britain, by type of destination, percentage change 2007-12
                • Visitors flock to free attractions
                  • Figure 7: Year-on-year percentage increase in visits to UK attractions, 2008-12
                • Pound still weak but western Med lowers prices to lure back Brits
                  • Figure 8: Post Office Holiday Costs* Barometer, 2013
                • Wetter and warmer?
                  • Online booking shift
                    • Figure 9: Percentage of domestic holidays booked online, 2007-12
                  • Companies, brands and innovation
                    • Fragmented market
                      • Holiday centre suppliers
                        • Self-catering leader
                          • Budget hotels
                            • National tourism bodies
                              • The consumer
                                • UK way ahead for short breaks but lags behind for longer hols
                                  • Figure 10: Holidays taken in the past 12 months, June 2013
                                • Seaside is still tops but city catching up while countryside falls behind
                                  • Figure 11: Types of holiday taken within the UK in the past 12 months, June 2013
                                • Third agers have broadest tastes
                                  • Figure 12: Holiday locations visited in the past 12 months, by lifestage, June 2013
                                • The great outdoors
                                  • Figure 13: Reasons for taking a holiday in the UK, June 2013
                                • Nostalgia holidays
                                  • Not a main holiday option
                                    • Figure 14: Negative perceptions of holidays in the UK, June 2013
                                  • Knowledge gaps
                                    • What we think
                                    • Issues in the Market

                                        • Does (increasingly) unpredictable weather put the UK at an inevitable disadvantage?
                                          • Can UK holidays be better packaged?
                                            • How can the UK countryside be promoted to younger generations?
                                              • Is the UK second best for many holidaymakers and, if so, does it matter?
                                              • Trend Application

                                                  • Trend: Snack Society
                                                    • Trend: Rebirth of Cities
                                                      • Mintel Futures: Old Gold
                                                      • Market Drivers

                                                        • Key points
                                                          • Domestic tourism improves market share
                                                            • Figure 15: Domestic and overseas holiday volumes, 2008-12
                                                            • Figure 16: Domestic vs. overseas holidays, percentage market share of all holidays, 2008-12
                                                            • Figure 17: Domestic vs overseas holiday expenditure, 2008-12
                                                            • Figure 18: Average expenditure on domestic and overseas holidays, 2008-12
                                                          • Spanish revival continues
                                                            • Figure 19: Top 15 overseas destinations for UK holidaymakers, 2008-12
                                                          • Dip in visits to paid attractions
                                                            • Figure 20: Year-on-year percentage increase in visits to attractions in England, 2008-12
                                                            • Figure 21: Top ten free visitor attractions in England, by visitor numbers, 2009-12
                                                            • Figure 22: Top ten* paid visitor attractions in England, by visitor numbers, 2009-12
                                                          • Cost of holidaying at home
                                                            • Figure 23: Post Office City Costs Barometer, 2013
                                                            • Figure 24: Post Office Holiday Costs Barometer, 2013
                                                          • Flight costs now on the rise…
                                                            • Figure 25: Air Passenger Duty per passenger, 2012-14
                                                            • Figure 26: US Gulf Coast kerosene-type jet fuel price per gallon, January 2009-April 2013
                                                          • …but pump prices also high
                                                            • Figure 27: Petrol/diesel costs, January 2009-May 2013
                                                          • Threat of stronger Pound
                                                            • Figure 28: Sterling to euro exchange rate, 2007-13
                                                          • Impact of 2012 rainfall
                                                            • Figure 29: Mean UK annual temperatures and rainfall, 1960-2012
                                                            • Figure 30: UK weather trends, 2007-12
                                                          • Heatwave boosts UK hols
                                                            • Growth signs accumulate
                                                              • Figure 31: UK GDP growth, Q1 2008-Q2 2013
                                                              • Figure 32: GfK/NOP Consumer Confidence Index, January 2008-August 2013
                                                              • Figure 33: How respondents would describe their financial situation, April 2013
                                                            • Discretionary spend priorities
                                                              • Figure 34: Trends in what extra money is spent on, April 2011-April 2013
                                                            • Rise of online domestic booking
                                                              • Figure 35: Percentage of domestic holidays booked online, 2007-12
                                                            • Trade push for domestic holidays
                                                            • Who's Innovating?

                                                              • Key points
                                                                • Holiday centre investment continues
                                                                  • Cottage holiday innovations
                                                                    • New hotel market concept
                                                                      • Capitalising on Games
                                                                        • Set-jetting tours
                                                                          • Camping it up
                                                                            • Beefing up the beach
                                                                              • Crowdsourcing holiday ideas
                                                                                • Pets welcome
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Domestic tourism still robust
                                                                                      • Figure 36: Volume, value and average spend on domestic holidays*, 2008-18
                                                                                    • One in five are ‘switchers’
                                                                                      • Figure 37: Year-on-year change in average expenditure* on holidays, 2009-12
                                                                                    • Summer surge reverses earlier losses in 2013
                                                                                      • Forecast
                                                                                        • Figure 38: Volume forecast of domestic holidays, 2013-18
                                                                                        • Figure 39: Value forecast of domestic holidays, 2013-18
                                                                                      • Forecast methodology
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Holiday downsizing
                                                                                            • Figure 40: Average length of domestic holiday visits, 2007-12
                                                                                            • Figure 41: Short breaks vs mid-length holidays vs long holidays in Great Britain, by volume, 2007-12
                                                                                            • Figure 42: Short breaks vs mid-length holidays vs long holidays in Great Britain, by value, 2007-12
                                                                                          • Regional winners and losers
                                                                                            • Figure 43: Holiday volumes in Great Britain, by region visited, 2007-12
                                                                                          • City tourism is major domestic growth driver
                                                                                            • Figure 44: Holiday volumes in Great Britain, by type of destination, 2007-12
                                                                                          • Mixed picture for coastal resorts
                                                                                            • Figure 45: Top 20 English towns, by volume of holiday visits, 2010-12
                                                                                          • Rise of the post-industrial city
                                                                                            • Budget hotels drive short break growth
                                                                                              • Figure 46: Domestic holiday accommodation, by percentage share, 2012
                                                                                              • Figure 47: Domestic holiday accommodation, by percentage share, 2007
                                                                                            • Self-catering increases market share for longer holidays
                                                                                              • Leading holiday types taken
                                                                                                • Figure 48: Types of holiday taken within the UK in the past 12 months, June 2013
                                                                                              • Beach/seaside
                                                                                                • City breaks
                                                                                                  • Camping and caravanning
                                                                                                    • Holiday centres
                                                                                                      • Cottage holidays
                                                                                                        • Four in ten trips taken in third quarter
                                                                                                          • Figure 49: Holiday volumes in Great Britain, by month, 2008-12
                                                                                                        • Age composition of holidays
                                                                                                          • Figure 50: Age composition of domestic holidays taken by people aged 16+, 2012
                                                                                                          • Figure 51: Age composition of overseas holidays taken by people aged 16+, 2012
                                                                                                          • Figure 52: Domestic and overseas holidays taken by people aged 16-24, 2007-12
                                                                                                          • Figure 53: Domestic and overseas holidays taken by people aged 25-34, 2007-12
                                                                                                          • Figure 54: Domestic and overseas holidays taken by people aged 35-44, 2007-12
                                                                                                          • Figure 55: Domestic and overseas holidays taken by people aged 45-54, 2007-12
                                                                                                          • Figure 56: Domestic and overseas holidays taken by people aged 55-64, 2007-12
                                                                                                          • Figure 57: Domestic and overseas holidays taken by over-65s, 2007-12
                                                                                                        • Domestic outperforms overseas across all age groups
                                                                                                          • AB holiday rise
                                                                                                            • Figure 58: Socio-economic composition of domestic holidays, 2006-12
                                                                                                        • Companies and Products

                                                                                                            • Bourne Leisure Ltd
                                                                                                              • Company overview
                                                                                                                • Financial information
                                                                                                                  • Figure 59: Key financials, Bourne Leisure Holdings Ltd, 2010 and 2011
                                                                                                                • Butlins Skyline Ltd
                                                                                                                  • Company overview
                                                                                                                    • Financial information
                                                                                                                      • Figure 60: Key financials, Butlins Skyline, 2010 and 2011
                                                                                                                    • Recent activity
                                                                                                                      • Marketing and promotional activities
                                                                                                                        • Haven
                                                                                                                          • Company overview
                                                                                                                            • Financial information
                                                                                                                              • Figure 61: Key financials, Haven Holidays, 2010 and 2011
                                                                                                                            • Recent activity
                                                                                                                              • Marketing and promotional activities
                                                                                                                                • Warner Leisure Hotels
                                                                                                                                  • Company overview
                                                                                                                                    • Recent activity
                                                                                                                                      • Center Parcs
                                                                                                                                        • Company overview
                                                                                                                                          • Financial information
                                                                                                                                            • Figure 62: Key financial, Center Parcs, 2011 and 2012
                                                                                                                                          • Recent activity
                                                                                                                                            • Marketing and promotional activities
                                                                                                                                              • Hoseasons/Wyndham Vacation Rentals
                                                                                                                                                • Company overview
                                                                                                                                                  • Figure 63: Key financials, Hoseasons Group, 2010 and 2011
                                                                                                                                                • Recent activity
                                                                                                                                                  • Marketing and promotional activities
                                                                                                                                                    • Premier Inn
                                                                                                                                                      • Company overview
                                                                                                                                                        • Financial information
                                                                                                                                                          • Figure 64: Key financials, Whitbread Plc, 2012 and 2013
                                                                                                                                                        • Recent activity
                                                                                                                                                          • Strategic framework/outlook
                                                                                                                                                            • Shearings Holidays
                                                                                                                                                              • Company overview
                                                                                                                                                                • Financial information
                                                                                                                                                                  • Figure 65: Key financials, Shearings Holidays Ltd, 2011 and 2012
                                                                                                                                                                • Recent activity
                                                                                                                                                                  • Marketing and promotional activities
                                                                                                                                                                    • Tourist Boards
                                                                                                                                                                      • VisitEngland
                                                                                                                                                                        • Overview
                                                                                                                                                                          • Recent activity
                                                                                                                                                                            • Marketing and promotional campaigns
                                                                                                                                                                              • Strategic framework/outlook
                                                                                                                                                                                • Figure 66: VisitEngland Action Plan review, 2012
                                                                                                                                                                              • VisitScotland
                                                                                                                                                                                • Overview
                                                                                                                                                                                  • Recent activity
                                                                                                                                                                                    • Marketing and promotional campaigns
                                                                                                                                                                                      • Strategic framework/outlook
                                                                                                                                                                                        • Visit Wales
                                                                                                                                                                                          • Overview
                                                                                                                                                                                            • Marketing and promotional campaigns
                                                                                                                                                                                              • Strategic framework/outlook
                                                                                                                                                                                                • London & Partners
                                                                                                                                                                                                  • Overview
                                                                                                                                                                                                    • Recent activity
                                                                                                                                                                                                      • Figure 67: London: Domestic visits, nights and spend, 2008-12
                                                                                                                                                                                                    • Marketing and promotional campaigns
                                                                                                                                                                                                      • NI Tourist Board
                                                                                                                                                                                                        • Overview
                                                                                                                                                                                                          • Financial information
                                                                                                                                                                                                            • Figure 68: Key financials, Northern Ireland Tourist Board, 2010/11 and 2011/12
                                                                                                                                                                                                          • Marketing and promotional campaigns
                                                                                                                                                                                                            • Strategic framework/outlook
                                                                                                                                                                                                            • Holiday Taking

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Domestic holiday penetration slightly ahead of overseas
                                                                                                                                                                                                                  • Figure 69: Holidays taken in the past 12 months, June 2013
                                                                                                                                                                                                                • Working mums and retired couples key groups for domestic tourism
                                                                                                                                                                                                                  • One in 12 adults take a UK package
                                                                                                                                                                                                                  • Types of Domestic Holiday Taken

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Seaside still most popular despite rise of city
                                                                                                                                                                                                                        • Figure 70: Types of holiday taken within the UK in the past 12 months, June 2013
                                                                                                                                                                                                                      • Location by lifestage
                                                                                                                                                                                                                        • Figure 71: Holiday locations visited in the past 12 months, by lifestage, June 2013
                                                                                                                                                                                                                      • Key holiday type demographics
                                                                                                                                                                                                                      • Domestic Holiday Attractions

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Domestic holidays are ‘doing holidays’
                                                                                                                                                                                                                            • Figure 72: Reasons for taking a holiday in the UK, June 2013
                                                                                                                                                                                                                          • Heritage, food, beauty are key drivers for older affluents
                                                                                                                                                                                                                            • Lure of the pub
                                                                                                                                                                                                                              • Fed up with flying
                                                                                                                                                                                                                                • Short break versus long holiday attractions
                                                                                                                                                                                                                                • Disadvantages and Problems of a Domestic Holiday

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Weather woes and cost concerns
                                                                                                                                                                                                                                      • Figure 73: Negative perceptions of holidays in the UK, June 2013
                                                                                                                                                                                                                                    • Top-up UK
                                                                                                                                                                                                                                      • Younger knowledge gaps
                                                                                                                                                                                                                                        • Holiday centre visitors see UK as expensive
                                                                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                            • Figure 74: Forecasts for domestic holidays volume, 2013-18
                                                                                                                                                                                                                                            • Figure 75: Forecasts for domestic holidays value, 2013-18
                                                                                                                                                                                                                                        • Appendix – Holiday Taking

                                                                                                                                                                                                                                            • Figure 76: Holidays taken in the past 12 months, by demographics, June 2013
                                                                                                                                                                                                                                            • Figure 77: Holidays taken within UK in the past 12 months, by demographics, June 2013
                                                                                                                                                                                                                                            • Figure 78: Holidays taken overseas in the past 12 months, by demographics, June 2013
                                                                                                                                                                                                                                        • Appendix – Types of Domestic Holiday

                                                                                                                                                                                                                                            • Figure 79: Types of holiday taken within the UK in the past 12 months, by holidays taken in the past 12 months, June  2013
                                                                                                                                                                                                                                            • Figure 80: Types of holiday taken within the UK in the past 12 months, by holidays taken within the UK in the past 12 months, June 2013
                                                                                                                                                                                                                                            • Figure 81: Types of holiday taken within the UK in the past 12 months, by holidays taken overseas in the past 12 months, June 2013
                                                                                                                                                                                                                                            • Figure 82: Most popular types of holiday taken within the UK in the past 12 months, by demographics, June 2013
                                                                                                                                                                                                                                            • Figure 83: Next most popular types of holiday taken within the UK in the past 12 months, by demographics, June 2013
                                                                                                                                                                                                                                        • Appendix – Domestic Holiday Attractions

                                                                                                                                                                                                                                            • Figure 84: Reasons for taking a holiday in the UK, by holidays taken in the past 12 months, June 2013
                                                                                                                                                                                                                                            • Figure 85: Reasons for taking a holiday in the UK, by holidays taken within UK in the past 12 months, June 2013
                                                                                                                                                                                                                                            • Figure 86: Reasons for taking a holiday in the UK, by holidays taken overseas in the past 12 months, June 2013
                                                                                                                                                                                                                                            • Figure 87: Reasons for taking a holiday in the UK, by most popular types of holiday taken within the UK in the past 12 months, June 2013
                                                                                                                                                                                                                                            • Figure 88: Reasons for taking a holiday in the UK, by next most popular types of holiday taken within the UK in the past 12 months, June 2013
                                                                                                                                                                                                                                            • Figure 89: Most popular reasons for taking a holiday in the UK, by demographics, June 2013
                                                                                                                                                                                                                                            • Figure 90: Next most popular reasons for taking a holiday in the UK, by demographics, June 2013
                                                                                                                                                                                                                                            • Figure 91: Other reasons for taking a holiday in the UK, by demographics, June 2013
                                                                                                                                                                                                                                        • Appendix – Disadvantages and Problems of a Domestic Holiday

                                                                                                                                                                                                                                            • Figure 92: Negative perceptions of holidays in the UK, by holidays taken in the past 12 months, June 2013
                                                                                                                                                                                                                                            • Figure 93: Negative perceptions of holidays in the UK, by holidays taken within UK in the past 12 months, June 2013
                                                                                                                                                                                                                                            • Figure 94: Negative perceptions of holidays in the UK, by holidays taken overseas in the past 12 months, June 2013
                                                                                                                                                                                                                                            • Figure 95: Negative perceptions of holidays in the UK, by most popular types of holiday taken within the UK in the past 12 months, June 2013
                                                                                                                                                                                                                                            • Figure 96: Negative perceptions of holidays in the UK, by next most popular types of holiday taken within the UK in the past 12 months, June 2013
                                                                                                                                                                                                                                            • Figure 97: Negative perceptions of holidays in the UK, by most popular reasons for taking a holiday in the UK, June 2013
                                                                                                                                                                                                                                            • Figure 98: Negative perceptions of holidays in the UK, by next most popular reasons for taking a holiday in the UK, June 2013
                                                                                                                                                                                                                                            • Figure 99: Negative perceptions of holidays in the UK, by other reasons for taking a holiday in the UK, June 2013
                                                                                                                                                                                                                                            • Figure 100: Most common negative perceptions of holidays in the UK, by demographics, June 2013
                                                                                                                                                                                                                                            • Figure 101: Next most common negative perceptions of holidays in the UK, by demographics, June 2013

                                                                                                                                                                                                                                        Companies Covered

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

                                                                                                                                                                                                                                        Domestic Tourism - UK - September 2013

                                                                                                                                                                                                                                        £1,995.00 (Excl.Tax)