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Domestic Tourism - UK - September 2014

“The ‘little and often’ short break trend can be developed into the idea of ‘portfolio holidays’ in which consumers can be encouraged to create a rich diversity of leisure experiences (eg R&R/active/learning etc) appropriate to their multi-faceted identities and interests, including a mix of overseas/domestic trips. Travel agents and online intermediaries also need to think more in terms of cross-selling top-up breaks in the UK to their customers who are buying holidays abroad.”
– John Worthington, Senior Analyst

This report answers the following questions:

  • How can domestic tourism capitalise on the shortening of holiday durations?
  • What are the key opportunities in urban, coastal and rural domestic tourism?
  • How can domestic tourism attract more visitors out of season?

 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Domestic holidays volume forecast 2014-19
              • Figure 2: Domestic holidays value forecast 2014-19
            • Domestic tourism under pressure but staycation trend is far from over
              • Market factors
                • Confidence returns but wage growth is low
                  • Figure 3: GfK/NOP Consumer Confidence Index, January 2011-August 2014
                  • Figure 4: UK average weekly earnings (excl bonuses)* vs CPI inflation, percentage change year-on-year, January 2013-June 2014
                • Pound’s revival is a threat to four or more night UK holidays
                  • Honey, I shrunk the holidays
                    • Figure 5: Average length of domestic holiday visits, 2007-13
                  • Companies, brands and innovation
                    • Holiday centres
                      • Self-catering rentals
                        • Hotels
                          • Making waves
                            • The consumer
                              • Nearly half of adults take a UK holiday
                                • Figure 6: Types of holiday taken in the past 12 months, June 2014
                              • Affluent over-45s are multiple short breakers
                                • Figure 7: Number of short breaks taken in the UK in the past 12 months, June 2014
                              • Domestic holidays are ‘doing holidays’
                                • Figure 8: Activities done on UK holidays in the past 12 months, June 2014
                              • Consumer intentions remain positive towards domestic holidays
                                • Figure 9: Holiday taking over the past 12 months vs intentions to take a holiday in the next 12 months, June 2014
                              • What we think
                              • Issues and Insights

                                  • How can domestic tourism capitalise on the shortening of holiday durations?
                                    • The facts
                                      • The implications
                                        • What are the key opportunities in urban, coastal and rural domestic tourism?
                                          • The facts
                                            • The implications
                                              • How can domestic tourism attract more visitors out of season?
                                                • The facts
                                                  • The implications
                                                  • Trend Application

                                                      • Secret, Secret
                                                        • Open Diary
                                                          • Never Say Die
                                                          • Market Drivers

                                                            • Key points
                                                              • UK economy returns to pre-crisis size
                                                                • Figure 10: UK GDP growth, Q1 2008-Q1 2014
                                                                • Figure 11: GfK/NOP Consumer Confidence Index, January 2011-August 2014
                                                              • Growth at both ends of spectrum
                                                                • Figure 12: How respondents would describe their financial situation, May 2014
                                                                • Figure 13: UK average weekly earnings (excl bonuses)* vs CPI inflation, percentage change year-on-year, January 2013-June 2014
                                                              • Overall holiday market context
                                                                • Figure 14: Domestic and overseas holiday volumes, 2008-13
                                                                • Figure 15: Domestic vs overseas holidays expenditure, 2008-13
                                                              • Spanish revival gathers pace
                                                                • Figure 16: Top 15 overseas destinations for UK holidaymakers, 2008-13
                                                              • Sterling rise presents growing challenge
                                                                • Figure 17: Sterling exchange rate, 2009-14
                                                              • Spanish prices drop by a third since 2009
                                                                • Figure 18: Holiday living costs*, comparison of leading resorts, 2014
                                                                • Figure 19: Post Office City Costs Barometer, 2014
                                                              • Domestic visitor attractions up in 2013
                                                                • Figure 20: Year-on-year percentage change in visits to attractions in England, 2009-13
                                                                • Figure 21: Top 10 free visitor attractions in England, by visitor numbers, 2009-13
                                                                • Figure 22: Top 10* paid visitor attractions in England, by visitor numbers, 2009-13
                                                              • Prices stabilise but high fuel costs are ‘new normal’
                                                                • Figure 23: Petrol/diesel costs, January 2009-August 2014
                                                              • Volatile weather patterns continue
                                                                • Figure 24: Mean UK annual temperatures and rainfall, 1960-2013
                                                                • Figure 25: UK weather trends, 2008-13
                                                              • Growth at both ends of spectrum
                                                                • Figure 26: Trends in the age structure of the UK population, by gender, 2009-19
                                                              • BME growth and tourism
                                                              • Who's Innovating?

                                                                • Key points
                                                                  • Sounds of Britain
                                                                    • The power of nostalgia
                                                                      • Accessibility
                                                                        • Technology - immersion
                                                                          • Technology - escape
                                                                            • Rural adventures
                                                                              • Dark sky thinking
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Market sees slight decline in 2012/13
                                                                                    • Figure 27: Domestic tourism volume, expenditure, nights and average spend in Great Britain, 2008-18
                                                                                  • New breed of bargain hunters
                                                                                    • 2014 and beyond
                                                                                      • Forecast
                                                                                        • Figure 28: Domestic holidays volume forecast 2014-19
                                                                                        • Figure 29: Domestic holidays value forecast 2014-19
                                                                                      • Forecast methodology
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Holidays get shorter and shorter
                                                                                            • Figure 30: Average length of domestic holiday visits, 2007-13
                                                                                            • Figure 31: Short vs long holidays in Great Britain, by volume, 2008-13
                                                                                            • Figure 32: Short vs long holidays in Great Britain, by value, 2008-13
                                                                                          • One in five UK trips are to South West
                                                                                            • Figure 33: Domestic holiday volumes in Great Britain, by region visited, 2008-13
                                                                                          • Urban tourism trend
                                                                                            • Figure 34: Holiday volumes in Great Britain, by type of destination*, 2008-13
                                                                                          • Other cities taking market share from London
                                                                                            • Figure 35: Top 20 English towns, by volume of holiday visits, 2010-13
                                                                                          • Camping & caravanning disappointment
                                                                                            • Figure 36: Number of domestic holiday trips in Great Britain, by type of accommodation, 2010-13
                                                                                          • Peaks and troughs
                                                                                            • Figure 37: Holiday volumes in Great Britain, by month, 2009-13
                                                                                            • Figure 38: Holiday volumes in Great Britain, percentage share by quarter, 2013
                                                                                          • Age profile of domestic tourism
                                                                                            • Figure 39: Age composition of domestic and overseas holidays taken by people aged 16+, 2013
                                                                                            • Figure 40: Age composition of domestic holidays taken by people aged 16+, 2008-13
                                                                                          • Socio-economic profile of domestic tourism
                                                                                            • Figure 41: Socio-economic composition of domestic holidays, 2008-13
                                                                                        • Companies and Products

                                                                                            • Bourne Leisure Ltd
                                                                                              • Company overview
                                                                                                • Financial information
                                                                                                  • Figure 42: Bourne Leisure Holdings Ltd, 2011 and 2012
                                                                                                • Recent activity
                                                                                                  • Butlins Skyline Ltd
                                                                                                    • Company overview
                                                                                                      • Financial information
                                                                                                        • Figure 43: Key financials, Butlins Skyline, 2011 and 2012
                                                                                                      • Recent activity
                                                                                                        • Marketing and promotional activities
                                                                                                          • Haven Holidays
                                                                                                            • Company overview
                                                                                                              • Financial information
                                                                                                                • Figure 44: Key financials, Butlins Skyline, 2011 and 2012
                                                                                                              • Recent activity
                                                                                                                • Marketing and promotional activity
                                                                                                                  • Warner Leisure Hotels
                                                                                                                    • Company overview
                                                                                                                      • Recent activity
                                                                                                                        • Center Parcs
                                                                                                                          • Company overview
                                                                                                                            • Financial information
                                                                                                                              • Figure 45: Key financial, Center Parcs, 2012 and 2013
                                                                                                                            • Recent activity
                                                                                                                              • Marketing and promotional activities
                                                                                                                                • Hoseasons/Wyndham Vacation Rentals
                                                                                                                                  • Company overview
                                                                                                                                    • Financial information
                                                                                                                                      • Figure 46: Key financials, The Hoseasons Group Limited, 2011 and 2012
                                                                                                                                    • Recent activity
                                                                                                                                      • Marketing and promotional activity
                                                                                                                                        • Premier Inn
                                                                                                                                          • Company overview
                                                                                                                                            • Financial information
                                                                                                                                              • Figure 47: Key financials, Whitbread Plc, 2013 and 2014
                                                                                                                                            • Recent activity
                                                                                                                                              • Marketing and promotional activity
                                                                                                                                                • Shearings Holidays
                                                                                                                                                  • Company overview
                                                                                                                                                    • Financial information
                                                                                                                                                      • Figure 48: Key financials, Shearing Holidays Ltd, 2012 and 2013
                                                                                                                                                    • Recent activity
                                                                                                                                                      • Marketing and promotional activity
                                                                                                                                                        • VisitEngland
                                                                                                                                                          • Overview
                                                                                                                                                            • Marketing and promotional activity
                                                                                                                                                              • Strategic framework/outlook
                                                                                                                                                                • Figure 49: VisitEngland Action Plan review, 2013
                                                                                                                                                              • VisitScotland
                                                                                                                                                                • Overview
                                                                                                                                                                  • Marketing and promotional activity
                                                                                                                                                                    • Strategic framework/outlook
                                                                                                                                                                      • Visit Wales
                                                                                                                                                                        • Overview
                                                                                                                                                                          • Marketing and promotional campaigns
                                                                                                                                                                            • Strategic framework/outlook
                                                                                                                                                                              • NI Tourist Board
                                                                                                                                                                                • Overview
                                                                                                                                                                                  • Marketing and promotional campaigns
                                                                                                                                                                                    • Strategic framework/outlook
                                                                                                                                                                                      • London & Partners
                                                                                                                                                                                        • Overview
                                                                                                                                                                                          • Recent activity
                                                                                                                                                                                            • Figure 50: London: Domestic visits, nights and spend, 2009-13
                                                                                                                                                                                          • Marketing and promotional campaigns
                                                                                                                                                                                          • Channels to Market

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Nearly half of domestic holidays now booked online
                                                                                                                                                                                                • Figure 51: How domestic holidays were booked, by volume of trips, 2011-13
                                                                                                                                                                                                • Figure 52: Percentage of domestic holidays booked online, 2007-13
                                                                                                                                                                                            • Holiday Taking

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • UK is tops for short breaks but trails overseas for four or more night hols
                                                                                                                                                                                                  • Figure 53: Types of holiday taken in the past 12 months, June 2014
                                                                                                                                                                                                  • Figure 54: Domestic and overseas holidays taken in the past 12 months, by socio-economic group, June 2014
                                                                                                                                                                                                • Domestic holidays are clear choice for young families
                                                                                                                                                                                                  • Figure 55: Domestic and overseas holidays taken in the past 12 months, by age group, June 2014
                                                                                                                                                                                                  • Figure 56: Domestic and overseas holidays taken in the past 12 months, by life stage, June 2014
                                                                                                                                                                                                  • Figure 57: Domestic and overseas holidays taken in the past 12 months, by age of children, June 2014
                                                                                                                                                                                                • The multi-generation family
                                                                                                                                                                                                • Number of Domestic Holidays Taken

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Who are the multiple short breakers?
                                                                                                                                                                                                      • Figure 58: Number of short breaks taken in the UK in the past 12 months, June 2014
                                                                                                                                                                                                      • Figure 59: Number of longer holidays taken in the UK in the past 12 months, June 2014
                                                                                                                                                                                                    • Domestic/overseas holiday crossover
                                                                                                                                                                                                      • Figure 60: Number of domestic holidays taken by those who holidayed abroad in past 12 months, June 2014
                                                                                                                                                                                                  • UK Regions Visited On Holiday

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Three in 10 domestic tourists visit South West
                                                                                                                                                                                                        • Figure 61: Holiday regions visited in the past 12 months, June 2014
                                                                                                                                                                                                      • Regional catchment areas
                                                                                                                                                                                                        • Figure 62: Holiday regions visited in the past 12 months, by region of residence*, June 2014
                                                                                                                                                                                                      • Short break and longer holiday regions
                                                                                                                                                                                                        • Figure 63: Holiday regions visited in the past 12 months, by those who have taken short breaks and longer holidays, June 2014
                                                                                                                                                                                                    • Domestic Holiday Activities

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • The active dimension
                                                                                                                                                                                                          • Figure 64: Activities done on UK holidays in the past 12 months, June 2014
                                                                                                                                                                                                        • Activities by demographics
                                                                                                                                                                                                          • Gender
                                                                                                                                                                                                            • Socio-economic group
                                                                                                                                                                                                              • Age
                                                                                                                                                                                                                • Lifestage and presence of children
                                                                                                                                                                                                                  • Short break and longer holiday activities
                                                                                                                                                                                                                    • Figure 65: Activities done on UK holidays in the past 12 months, by those who have been on short breaks and longer holidays, June 2014
                                                                                                                                                                                                                  • Regional strengths & weaknesses
                                                                                                                                                                                                                    • Figure 66: Activities done on UK holidays in the past 12 months, by regions visited, June 2014
                                                                                                                                                                                                                    • Figure 67: Activities done on UK holidays in the past 12 months, by regions visited, June 2014 (continued)
                                                                                                                                                                                                                • Perceptions of the UK as a Holiday Destination

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Advantages
                                                                                                                                                                                                                      • Disadvantages
                                                                                                                                                                                                                      • Domestic Holiday Plans Over the Next 12 Months

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Staycation appears here to stay
                                                                                                                                                                                                                            • Figure 68: Intentions to take a holiday in the next 12 months, June 2014
                                                                                                                                                                                                                            • Figure 69: Holiday taking over the past 12 months vs intentions to take a holiday in the next 12 months, June 2014
                                                                                                                                                                                                                            • Figure 70: Holiday taking over the past 12 months vs intentions to take a holiday in the next 12 months, by selected demographics, June 2014
                                                                                                                                                                                                                          • Financial expectations and holiday intentions
                                                                                                                                                                                                                            • Figure 71: Financial expectations over the next 12 months, June 2014
                                                                                                                                                                                                                            • Figure 72: Intentions to take a UK holiday in the next 12 months, by financial expectations over the next 12 months, June 2014
                                                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                                                            • Figure 73: Forecasts for domestic tourism, volume, 2014-19
                                                                                                                                                                                                                            • Figure 74: Forecasts for domestic tourism, value, 2014-19
                                                                                                                                                                                                                        • Appendix – Holiday Taking

                                                                                                                                                                                                                            • Figure 75: Types of holiday taken in the past 12 months, by demographics, June 2014
                                                                                                                                                                                                                            • Figure 76: Types of holiday taken in the past 12 months (cont) – UK, by demographics, June 2014
                                                                                                                                                                                                                            • Figure 77: Types of holiday taken in the past 12 months (cont) – Overseas, by demographics, June 2014
                                                                                                                                                                                                                        • Appendix – Number of Domestic Holidays Taken

                                                                                                                                                                                                                            • Figure 78: Number of short breaks taken in the UK in the past 12 months, by demographics, June 2014
                                                                                                                                                                                                                            • Figure 79: Number of longer holidays taken in the UK in the past 12 months, by demographics, June 2014
                                                                                                                                                                                                                        • Appendix – UK Regions Visited On Holiday

                                                                                                                                                                                                                            • Figure 80: Holiday regions visited in the past 12 months, by types of holiday taken in the past 12 months, June 2014
                                                                                                                                                                                                                            • Figure 81: Holiday regions visited in the past 12 months, by types of holiday taken in the past 12 months – UK, June 2014
                                                                                                                                                                                                                            • Figure 82: Holiday regions visited in the past 12 months, by types of holiday taken in the past 12 months – Overseas, June 2014
                                                                                                                                                                                                                            • Figure 83: Holiday regions visited in the past 12 months, by number of short breaks taken in the UK in the past 12 months, June 2014
                                                                                                                                                                                                                            • Figure 84: Holiday regions visited in the past 12 months, by number of longer holidays taken in the UK in the past 12 months, June 2014
                                                                                                                                                                                                                            • Figure 85: Most popular holiday regions visited in the past 12 months, by demographics, June 2014
                                                                                                                                                                                                                            • Figure 86: Next most popular holiday regions visited in the past 12 months, by demographics, June 2014
                                                                                                                                                                                                                            • Figure 87: Other holiday regions visited in the past 12 months, by demographics, June 2014
                                                                                                                                                                                                                        • Appendix – Domestic Holiday Activities

                                                                                                                                                                                                                            • Figure 88: Activities done on UK holidays in the past 12 months, by types of holiday taken in the past 12 months, June 2014
                                                                                                                                                                                                                            • Figure 89: Activities done on UK holidays in the past 12 months, by types of holiday taken in the past 12 months (cont) – UK, June 2014
                                                                                                                                                                                                                            • Figure 90: Activities done on UK holidays in the past 12 months, by types of holiday taken in the past 12 months (cont) – Overseas, June 2014
                                                                                                                                                                                                                            • Figure 91: Activities done on UK holidays in the past 12 months, by number of short breaks taken in the UK in the past 12 months, June 2014
                                                                                                                                                                                                                            • Figure 92: Activities done on UK holidays in the past 12 months, by number of longer holidays taken in the UK in the past 12 months, June 2014
                                                                                                                                                                                                                            • Figure 93: Activities done on UK holidays in the past 12 months, by most popular holiday regions visited in the past 12 months, June 2014
                                                                                                                                                                                                                            • Figure 94: Activities done on UK holidays in the past 12 months, by next most popular holiday regions visited in the past 12 months, June 2014
                                                                                                                                                                                                                            • Figure 95: Most popular activities done on UK holidays in the past 12 months, by demographics, June 2014
                                                                                                                                                                                                                            • Figure 96: Next most popular activities done on UK holidays in the past 12 months, by demographics, June 2014
                                                                                                                                                                                                                            • Figure 97: Further activities done on UK holidays in the past 12 months, by demographics, June 2014
                                                                                                                                                                                                                            • Figure 98: Other activities done on UK holidays in the past 12 months, by demographics, June 2014
                                                                                                                                                                                                                            • Figure 99: Least popular activities done on UK holidays in the past 12 months, by demographics, June 2014
                                                                                                                                                                                                                        • Appendix – Domestic Holiday Plans Over the Next 12 Months

                                                                                                                                                                                                                            • Figure 100: Intentions to take a UK holiday in the next 12 months, by demographics, June 2014
                                                                                                                                                                                                                        • Appendix – Expected Financial Situation

                                                                                                                                                                                                                            • Figure 101: Financial expectations over the next 12 months, by demographics, June 2014
                                                                                                                                                                                                                            • Figure 102: Financial expectations over the next 12 months (cont), by demographics, June 2014

                                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                                        • Advertising Standards Authority
                                                                                                                                                                                                                        • Bourne Leisure Group
                                                                                                                                                                                                                        • Center Parcs
                                                                                                                                                                                                                        • Clear Channel
                                                                                                                                                                                                                        • Commonwealth Games Federation
                                                                                                                                                                                                                        • Costa
                                                                                                                                                                                                                        • Evening Standard
                                                                                                                                                                                                                        • Hilton Group plc
                                                                                                                                                                                                                        • Hoseasons Holidays Ltd
                                                                                                                                                                                                                        • London & Partners
                                                                                                                                                                                                                        • National Holidays
                                                                                                                                                                                                                        • Northern Ireland Tourist Board,
                                                                                                                                                                                                                        • Scottish Tourist Board
                                                                                                                                                                                                                        • Shearings Holidays Ltd
                                                                                                                                                                                                                        • Skyscanner Ltd
                                                                                                                                                                                                                        • Strada
                                                                                                                                                                                                                        • The Sun
                                                                                                                                                                                                                        • Travis Perkins PLC
                                                                                                                                                                                                                        • VisitBritain
                                                                                                                                                                                                                        • VisitEngland
                                                                                                                                                                                                                        • VisitScotland
                                                                                                                                                                                                                        • Warner Holiday Resorts & Hotels Group
                                                                                                                                                                                                                        • Whitbread PLC
                                                                                                                                                                                                                        • Wyndham Worldwide Corporation
                                                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                                                        Domestic Tourism - UK - September 2014

                                                                                                                                                                                                                        £1,995.00 (Excl.Tax)