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Family Holidays - UK - July 2012

“Operators are likely to find it increasingly worthwhile to target the older-but-still-working consumer (a segment of the population set to increase, with the mandatory retirement age now a thing of the past and the number of over-65s set to grow) with family holiday suggestions. These adults are not as likely to be funding the day-to-day costs of maintaining a family anymore, but may be very involved in funding extended family holidays (eg not so much the bank of Mum and Dad, but more the bank of Mum and Dad’s Mum and Dad).”

– Tom Rees, Senior Travel and Tourism Analyst

Some questions answered in this report include:

  • How can companies capitalise on parents’ willingness to take children out of school for cheaper holidays?
  • Are rising flight and fuel costs creating an opening for international rail travel?
  • After all-inclusives and facilities aimed at 5-9-year-olds, where can tour operators look next to combat the recession’s continuing impact?
  • Will the staycation continue in family holidays?
  • What can package providers do to further appeal to the growing 25-34-year-old segment?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Volume and forecast of total family holiday market, 2007-17
            • Market factors
              • More family adults by 2017
                • Figure 2: Forecast adult population trends, by lifestage, 2017
              • Number of kids set to grow
                • Figure 3: Trends in the age structure of the UK population, 2012-17
              • Six in ten holidays are domestic
                • Figure 4: Domestic vs overseas holidays volume, 2006-11
                • Figure 5: Domestic vs overseas holiday expenditure, 2006-11
              • APD hits families that fly
                • Figure 6: Air Passenger Duty for family of four*, by destination band, 2012
                • Figure 7: Oil, jet fuel, diesel and petrol price, January 2009-May 2012
              • Family spending on holidays falls
                • Figure 8: Office for National Statistics’ average family spending per week, 2006-10
              • Family finances in the firing line
                • Figure 9: Percentage of adults who describe themselves as ‘healthy’ or ‘struggling’ financially, by presence of children, April 2012
              • Companies, brands and innovation
                • The big two
                  • Disney
                    • Domestic players
                      • Online
                        • Innovations
                          • The consumer
                            • Family holidays taken
                              • Figure 10: Holidays taken with children, April 2012
                            • Types of family holiday
                              • Figure 11: Most popular types of family holiday taken, April 2012
                            • Attitudes towards family holidays
                              • Figure 12: Attitudes towards family holidays, April 2012
                            • What we think
                            • Issues in the Market

                                • How can companies capitalise on parents’ willingness to take children out of school for cheaper holidays?
                                  • Are rising flight and fuel costs creating an opening for international rail travel?
                                    • After all-inclusives and facilities aimed at 5-9-year-olds, where can tour operators look next to combat the recession’s continuing impact?
                                      • Will the staycation continue in family holidays?
                                        • What can package providers do to further appeal to the growing 25-34-year-old segment?
                                        • Future Opportunities

                                            • Edutainment
                                              • Many Mes
                                                • 2015: Access Anything, Anywhere
                                                • Internal Market Environment

                                                  • Key points
                                                    • Family numbers to increase
                                                      • Figure 13: Forecast adult population trends, by lifestage, 2007-17
                                                      • Figure 14: Trends in the age structure of the UK population, 2007-17
                                                      • Figure 15: Trends in the age structure of the UK population, 2012-17
                                                    • Two adults plus one or two kids most common
                                                      • Figure 16: Household structure of the UK, 1971-2011
                                                    • Domestic dominance in holiday volume
                                                      • Figure 17: Domestic vs overseas holidays volume, 2006-11
                                                      • Figure 18: Domestic vs overseas holiday expenditure, 2006-11
                                                      • Figure 19: Year-on-year change in average expenditure on holidays, domestic vs overseas, 2007-11
                                                      • Figure 20: Activities enjoyed during holidays/short breaks, 2009-11
                                                    • Transport costs crunch
                                                      • Figure 21: Air Passenger Duty, November 2010 onwards
                                                      • Figure 22: Air Passenger Duty for family of four*, by destination band, 2012
                                                      • Figure 23: Oil, jet fuel, diesel and petrol price, January 2009-May 2012
                                                    • Petrol/diesel prices push costs upwards
                                                      • Figure 24: UK unleaded petrol and diesel price, January 2009-May 2012
                                                    • School’s out
                                                      • Figure 25: When holiday/short break taken in year – school holidays, 2009-11
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Recession returns, consumer confidence slump continues
                                                        • Figure 26: GDP quarterly percentage change, Q1 2007-Q1 2012
                                                        • Figure 27: UK Consumer Confidence Index, January 2008-May 2012
                                                      • Families finding it tough(er)
                                                        • Figure 28: How respondents would describe their financial situation, by presence of children, April 2012
                                                        • Figure 29: Current financial situation compared a year ago, by presence of children, April 2012
                                                        • Figure 30: Consumer sentiment for the coming year, by presence of children, April 2012
                                                      • Holiday spending hurt
                                                        • Figure 31: Average family spending per week, 2006-10
                                                        • Figure 32: Impact of the economic downturn on consumers, by presence of children, April 2012
                                                      • Broadband penetration above average
                                                        • Figure 33: Broadband penetration, by presence of children in household and lifestage, 2004-11
                                                      • Sterling strengthens
                                                        • Figure 34: Annual average exchange rates for Sterling against other currencies, 2007-12
                                                    • Competitive Context

                                                      • Key points
                                                        • Three in ten take family holidays
                                                          • Figure 35: Holidays taken, by who adults went with on holidays/short breaks, 2009-11
                                                          • Figure 36: Holidays taken, by who holidaymakers went with on holidays/short breaks, 2009-11
                                                        • Children increase UK and package appeal
                                                          • Figure 37: Holidays taken in 12 months to November 2011
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Apps aplenty
                                                            • Arctic adventure
                                                              • China by train
                                                                • Cow spotting in the West Country
                                                                  • Easter shift
                                                                    • Edutainment UK
                                                                      • Family charter
                                                                        • Help in the air
                                                                          • Toddlers and teenagers from Exodus
                                                                            • TripAdvisor launches family awards
                                                                              • Voluntourism for families
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Domestic fares better as overseas market shrinks
                                                                                    • Figure 38: Estimated volume and value of domestic family holiday market, 2007-17
                                                                                    • Figure 39: Estimated volume and value of overseas family holiday market, 2007-17
                                                                                    • Figure 40: Estimated percentage share of family holidays, domestic vs overseas holidays, 2007-12
                                                                                    • Figure 41: Estimated percentage share of family holiday expenditure, domestic vs overseas holidays, 2007-12
                                                                                  • Share of all holidays falls
                                                                                    • Figure 42: Estimated share of total holiday market (domestic and overseas) accounted for by family holidays, 2007-11
                                                                                  • No 2012 increase expected
                                                                                    • Forecast
                                                                                      • Figure 43: Volume and forecast of total family holiday market, 2007-17
                                                                                      • Figure 44: Value and forecast of total family holiday market, 2007-17
                                                                                      • Figure 45: Volume and forecast of domestic family holiday market, 2007-17
                                                                                      • Figure 46: Value and forecast of domestic family holiday market, 2007-17
                                                                                      • Figure 47: Volume and forecast of overseas family holiday market, 2007-17
                                                                                      • Figure 48: Value and forecast of overseas family holiday market, 2007-17
                                                                                    • Forecast methodology
                                                                                    • Segment Performance

                                                                                      • Key points
                                                                                        • Independent share slips overseas
                                                                                          • Figure 49: Estimated volume of overseas family holidays, package vs independent, 2007-11
                                                                                        • Turkey gains – against the trend
                                                                                          • Figure 50: Estimated number of overseas family holidays, by country, 2007-11
                                                                                        • England stays top domestic choice
                                                                                          • Figure 51: Estimated volume of holidays, by UK country, 2007-11
                                                                                        • Long holidays increase as more families switch to ‘main’ UK breaks
                                                                                          • Figure 52: Estimated volume of short breaks (1-3 night stays), by UK country, 2007-11
                                                                                          • Figure 53: Estimated volume of 4+ night holidays, by UK country, 2007-11
                                                                                          • Figure 54: Estimated expenditure on UK short breaks and 4+ night holidays, 2007-11
                                                                                      • Companies and Products

                                                                                          • Awaywiththekids.co.uk
                                                                                            • Bourne Leisure Ltd
                                                                                              • Haven
                                                                                                • Butlins
                                                                                                  • The Camping and Caravanning Club
                                                                                                    • easyJet Holidays
                                                                                                      • Expedia.co.uk
                                                                                                        • Hoseasons Group Ltd
                                                                                                          • Thomas Cook
                                                                                                            • Tots to Travel
                                                                                                              • TUI Travel Plc
                                                                                                                • Thomson
                                                                                                                  • First Choice
                                                                                                                    • Walt Disney Parks and Resorts
                                                                                                                      • Disneyland Paris
                                                                                                                      • Family Holiday Taking

                                                                                                                        • Key points
                                                                                                                          • Family holidays for six in ten parents
                                                                                                                            • Figure 55: Holidays taken with and without children, April 2012
                                                                                                                          • Adults-only
                                                                                                                            • Who took the family holidays?
                                                                                                                              • 5-9-year-olds are the key age group
                                                                                                                                • Who takes holidays without the kids?
                                                                                                                                • Type of Family Holiday

                                                                                                                                  • Key points
                                                                                                                                    • Beach is best
                                                                                                                                      • Figure 56: Type of family holiday taken, April 2012
                                                                                                                                    • Older kids hit the beach; younger go to the centres
                                                                                                                                    • Number of Family Holidays Taken

                                                                                                                                      • Key points
                                                                                                                                        • One or two for three in four
                                                                                                                                          • Figure 57: Number of family holidays taken, April 2012
                                                                                                                                        • More money, more family holidays
                                                                                                                                          • Where and what vs how many holidays
                                                                                                                                            • Figure 58: Number of family holidays, by family holidays taken, April 2012
                                                                                                                                            • Figure 59: Number of family holidays, by family holidays taken – location vs package/independent, April 2012
                                                                                                                                            • Figure 60: Number of family holidays taken, by family holiday type, April 2012
                                                                                                                                        • Family Holiday Expenditure

                                                                                                                                          • Key points
                                                                                                                                            • Most spend £700-2,000
                                                                                                                                              • Figure 61: Family holiday expenditure, April 2012
                                                                                                                                            • Older kids means greater expenditure
                                                                                                                                              • Number of holidays vs expenditure
                                                                                                                                                • Figure 62: Family holiday expenditure, by number of holidays taken, April 2012
                                                                                                                                              • UK trips save money
                                                                                                                                                • Figure 63: Family holiday expenditure, by family holidays taken, April 2012
                                                                                                                                            • Attitudes Towards Family Holidays

                                                                                                                                              • Key points
                                                                                                                                                • The recession has meant cutbacks for most
                                                                                                                                                  • Figure 64: Attitudes towards family holidays, April 2012
                                                                                                                                                • UK not OK?
                                                                                                                                                  • Age of adults and age of children has influence
                                                                                                                                                    • Young adults with young kids go for last-minute packages
                                                                                                                                                      • How type of family holidays taken shifts opinion
                                                                                                                                                        • Figure 65: Attitudes towards family holidays, by most popular types of holidays taken with children, April 2012
                                                                                                                                                        • Figure 66: Attitudes towards family holidays, by package and independent holidays taken with children, UK vs overseas, April 2012
                                                                                                                                                        • Figure 67: Attitudes towards family holidays, by overseas region of holidays taken with children, and by non-holidaymakers, April 2012
                                                                                                                                                    • Targeting Opportunities

                                                                                                                                                      • Key points
                                                                                                                                                        • Target groups
                                                                                                                                                          • Figure 68: Family holidays target groups, April 2012
                                                                                                                                                        • UK Family Holiday Fans
                                                                                                                                                          • Demographic profile
                                                                                                                                                            • Away and Independent
                                                                                                                                                              • Demographic profile
                                                                                                                                                                • Packages Preferred
                                                                                                                                                                  • Demographic profile
                                                                                                                                                                    • Young and Old
                                                                                                                                                                      • Demographic profile
                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                          • Figure 69: Forecast volume of total family holiday market, best- and worst-case scenarios, 2012-17
                                                                                                                                                                          • Figure 70: Forecast value of total family holiday market, best- and worst-case scenarios, 2012-17
                                                                                                                                                                          • Figure 71: Forecast volume of domestic family holiday market, best- and worst-case scenarios, 2012-17
                                                                                                                                                                          • Figure 72: Forecast value of domestic holiday market, best- and worst-case scenarios, 2012-17
                                                                                                                                                                          • Figure 73: Forecast volume of overseas family holiday market, best- and worst-case scenarios, 2012-17
                                                                                                                                                                          • Figure 74: Forecast value of overseas family holiday market, best- and worst-case scenarios, 2012-17
                                                                                                                                                                      • Appendix – Family Holiday Taking

                                                                                                                                                                          • Figure 75: Most popular holidays taken with children (aged 0-18), by demographics, April 2012
                                                                                                                                                                          • Figure 76: Next most popular holidays taken with children (aged 0-18), by demographics, April 2012
                                                                                                                                                                          • Figure 77: Other holidays taken with children (aged 0-18), by demographics, April 2012
                                                                                                                                                                          • Figure 78: Most popular holidays taken without children by adults who have children, by demographics, April 2012
                                                                                                                                                                          • Figure 79: Next most popular holidays taken without children by adults who have children, by demographics, April 2012
                                                                                                                                                                          • Figure 80: Most popular holidays taken by adults who have children (with and without children on holidays), by demographics, April 2012
                                                                                                                                                                          • Figure 81: Next most popular holidays taken by adults who have children (with and without children on holidays), by demographics, April 2012
                                                                                                                                                                          • Figure 82: Other holidays taken by adults who have children (with and without children on holidays), by demographics, April 2012
                                                                                                                                                                      • Appendix – Type of Family Holidays

                                                                                                                                                                          • Figure 83: Type of family holiday taken, by demographics, April 2012
                                                                                                                                                                      • Appendix – Number of Family Holidays Taken

                                                                                                                                                                          • Figure 84: Number of family holidays taken, by demographics, April 2012
                                                                                                                                                                      • Appendix – Family Holiday Expenditure

                                                                                                                                                                          • Figure 85: Family holiday expenditure, by demographics, April 2012
                                                                                                                                                                      • Appendix – Attitudes Towards Family Holidays

                                                                                                                                                                          • Figure 86: Agreement with the statements ‘I feel like I have to use any holiday time with my family’ and ‘I always want to go on holiday with my family’, by demographics, April 2012
                                                                                                                                                                          • Figure 87: Agreement with the statements ‘Package holidays are the best option for family holidays’ and ‘All-inclusive holidays are the best kind of package trip to take with children’, by demographics, April 2012
                                                                                                                                                                          • Figure 88: Agreement with the statements ‘In general, the UK is better for family holidays than going abroad’ and ‘Going long-haul (abroad further than Europe) with kids is too much hassle’, by demographics, April 2012
                                                                                                                                                                          • Figure 89: Agreement with the statements ‘Overseas holidays cost too much outside term time for us to go on them’ and ‘UK holidays cost too much outside term time for us to go on them’, by demographics, April 2012
                                                                                                                                                                          • Figure 90: Agreement with the statements ‘I’d consider taking my children out of school in term time to get a cheaper holiday’ and ‘I tend to favour holidays that include child-friendly activities’, by demographics, April 2012
                                                                                                                                                                          • Figure 91: Agreement with the statements ‘The recession has meant we’ve had to cut back on family holidays (ie spending, number taken etc)’ and ‘The UK is poor value for family holidays’, by demographics, April 2012
                                                                                                                                                                          • Figure 92: Agreement with the statement ‘Rising petrol prices have influenced our family holiday choices’, by demographics, April 2012
                                                                                                                                                                      • Appendix – Targeting Opportunities

                                                                                                                                                                          • Figure 93: Attitudes towards family holidays, by target groups, April 2012
                                                                                                                                                                          • Figure 94: Holidays taken, by target groups, April 2012
                                                                                                                                                                          • Figure 95: Target groups, by demographics, April 2012

                                                                                                                                                                      Companies Covered

                                                                                                                                                                      • Air Travel Organisers' Licensing (ATOL)
                                                                                                                                                                      • Boating Holidays Ltd
                                                                                                                                                                      • Bourne Leisure Group
                                                                                                                                                                      • Bowhills Villa and Farmhouse Holidays
                                                                                                                                                                      • Butlins Skyline Limited
                                                                                                                                                                      • Competition Commission
                                                                                                                                                                      • DreamWorks SKG
                                                                                                                                                                      • Euro Disney S.C.A.
                                                                                                                                                                      • Expedia.co.uk
                                                                                                                                                                      • First Choice Holidays & Flights Ltd
                                                                                                                                                                      • Forest Holidays
                                                                                                                                                                      • Haven Holidays
                                                                                                                                                                      • Hoseasons Holidays Ltd
                                                                                                                                                                      • IMAX Corporation
                                                                                                                                                                      • MyTravel Group plc
                                                                                                                                                                      • Neilson Active Holidays Limited
                                                                                                                                                                      • Teletext Holidays
                                                                                                                                                                      • The Rank Group PLC
                                                                                                                                                                      • Thomas Cook Airlines
                                                                                                                                                                      • Thomas Cook Group PLC
                                                                                                                                                                      • Thomson Holidays
                                                                                                                                                                      • Tots to Travel
                                                                                                                                                                      • TUI AG
                                                                                                                                                                      • TUI Travel PLC
                                                                                                                                                                      • TUI UK
                                                                                                                                                                      • Walt Disney Company, The
                                                                                                                                                                      • Walt Disney Parks & Resorts
                                                                                                                                                                      • Warner Holiday Resorts & Hotels Group
                                                                                                                                                                      • Wyndham Worldwide Corporation

                                                                                                                                                                      Family Holidays - UK - July 2012

                                                                                                                                                                      £1,995.00 (Excl.Tax)