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Family Holidays - UK - March 2016

“In an age of fast-paced family life, ‘relay parenting’ and constant juggling of roles and responsibilities, where many households find it hard to find time even to sit down and eat together, holiday brands can position themselves as helping to provide precious spaces and opportunities for families to re-connect.”

– John Worthington, Senior Analyst

This report looks at the following issues:

  • Long-haul and 'shared experience' family holidays offer opportunities to diversify from the short-haul beach market
  • Grandparent-grandchildren, multigenerational milestone celebrations and solo parent/child bonding breaks are emerging as new forms of family holiday

Mintel’s research demonstrates how broad the ‘family holiday’ spectrum is, embracing an increasingly diverse mix of formats. Only half of those who have been on family holidays over the past three years fall into the traditional ‘nuclear family’ bracket of those who go away just with partner and children. Along with underlying demographic and societal trends, this has important implications for the travel industry indicating the need for a broader approach to both product and marketing.

This report covers family holidays taken by UK consumers to both domestic and overseas destinations, including both short breaks (1-3 nights) and longer holidays (4+ nights). Trips taken for business purposes, visiting friends and family and other purposes are not included. For the purpose of market sizing, the definition of family holidays includes only those trips involving parents and children. However, Mintel’s exclusive consumer research also considers a broader definition of family holidays, embracing all family combinations,

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • Family holiday growth led by better off households…
            • Figure 1: Forecast of domestic family holidays, volume 2010-20
            • Figure 2: Forecast of overseas family holidays, volume 2010-20
          • …but further uncertainties lie ahead
            • Increasing pressure on Western Med
              • Figure 3: Overseas family holidays, estimated volume by destination, 2014
            • APD cuts to boost family long-haul
              • Modern family
                • Figure 4: Family holiday groups, November 2015
              • Families adopting strategies to economise
                • Figure 5: Economising on family holidays, November 2015
              • Holidays seen as a space to rekindle family bonds
                • Figure 6: Important factors for parents in a family holiday, November 2015
              • Free range kids
                • What we think
                • Issues and Insights

                  • Long-haul and ‘shared experience’ family holidays offer opportunities to diversify from the short-haul beach market
                    • The facts
                      • The implications
                        • Grandparent-grandchildren, multigenerational milestone celebrations and solo parent/child bonding breaks are emerging as new forms of family holiday
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Affluent households lead holiday recovery
                                • Cautious optimism but uncertainty lies ahead
                                  • Long-haul to enter the family mainstream
                                    • Spike in demand for Spain to push up prices in 2016
                                      • Demographic trends to shape family holidays
                                      • Market Size and Forecast

                                          • Figure 7: Total volume and value of family holidays, 2010-20
                                          • Figure 8: Domestic family holidays, volume and expenditure, 2010-20
                                          • Figure 9: Overseas family holidays, volume and expenditure, 2010-20
                                        • Forecast
                                          • Figure 10: Forecast of total family holidays, volume 2010-20
                                          • Figure 11: Forecast of total family holidays, value* 2010-20
                                          • Figure 12: Forecast of domestic family holidays, volume 2010-20
                                          • Figure 13: Forecast of domestic family holidays, value* 2010-20
                                          • Figure 14: Forecast of overseas family holidays, volume 2010-20
                                          • Figure 15: Forecast of overseas family holidays, value* 2010-20
                                      • Segment Performance

                                        • Half of family holidays booked as packages
                                          • Figure 16: Overseas family holidays, estimated volume by package vs independent, 2010-15
                                        • Decline of family fortnight
                                          • Figure 17: Overseas family holidays, duration by percentage, 2014
                                        • One in three family holidays are to Spain and one in four to France
                                          • Figure 18: Overseas family holidays, estimated volume by destination, 2014
                                          • Figure 19: Overseas family holidays vs all overseas holidays, destination as percentage of total volume, 2014
                                        • Long-haul is future growth opportunity
                                          • Families take more 4+ night UK hols than other groups
                                            • Figure 20: Estimated volume of short breaks (1-3 night stays), by GB country, 2010-15
                                            • Figure 21: Estimated volume of 4+ night holidays, by GB country, 2010-15
                                        • Market Background – Macro-economic Factors

                                          • Cautious optimism still prevails…
                                            • Figure 22: Consumers’ financial situation, January 2009-January 2016
                                            • Figure 23: Consumers’ financial situation, family vs non-family, November 2015
                                          • …But economic uncertainty grows
                                            • Figure 24: UK average weekly earnings (excluding bonuses)* vs CPI inflation, percentage change year on year, June 2013-October 2015
                                          • Pound falls on referendum jitters
                                            • Figure 25: Sterling exchange rate vs selected currencies, annual averages, 2009-14, and spot rate February 2015
                                          • Long term impact of downturn
                                            • Regional divide
                                              • Figure 26: UK regional gross disposable income per head, 2013
                                            • Helping the holiday have-nots
                                            • Market Background – Travel

                                              • Release of pent-up overseas demand
                                                • Figure 27: Estimated overseas holiday market volume and value, 2010-15
                                                • Figure 28: Estimated domestic holiday market volume and value, 2010-15
                                              • Strong Spanish recovery
                                                • Figure 29: Top 20 overseas holiday destinations, 2010-15
                                              • Consumers to head west in 2016
                                                • Travel companies likely to become more risk-averse
                                                  • Alternative budget options needed
                                                    • Decline in holiday costs should help offset Sterling’s fall
                                                      • Figure 30: Worldwide holiday resort costs*, 2014-16
                                                    • Travellers likely to become savvier shoppers
                                                      • Family APD boost to stimulate long-haul
                                                        • Figure 31: Air Passenger Duty (APD) rates, April 2014-April 2016
                                                      • Long-haul to enter the family mainstream
                                                      • Market Background – Demographic Factors

                                                        • Growth of sandwich generation
                                                          • Figure 32: Trends in the age structure of the UK population, by gender, 2010-20
                                                        • Lone wolves
                                                          • Boomerang generation
                                                            • Expanding role of grandparents
                                                            • Key Players – What You Need to Know

                                                              • Helping families to budget
                                                                • Great outdoors
                                                                  • Connectors vs detoxers
                                                                    • Family flying
                                                                      • Shared adventure
                                                                      • Launch Activity and Innovation

                                                                        • Cook launches new payment plan
                                                                          • Child-friendly rentals
                                                                            • Tech vs no-tech
                                                                              • Outdoor play
                                                                                • Family-friendly flying
                                                                                  • Family adventure
                                                                                  • The Consumer – What You Need to Know

                                                                                    • Family holiday diversity
                                                                                      • Half take solo parent-child breaks
                                                                                        • Families adopt strategies to save money
                                                                                          • Beyond the beach
                                                                                            • Safety first mums
                                                                                              • On the side of families
                                                                                              • Family Holiday Taking – Family Groups

                                                                                                • Re-defining the family holiday
                                                                                                  • Figure 33: Family members people have been on holiday with in the past 3 years, November 2015
                                                                                                  • Figure 34: Family holiday groups, November 2015
                                                                                                • High level of solo parent-child breaks
                                                                                                  • Boomerang breaks
                                                                                                    • Sandwich generation breaks
                                                                                                      • Grandparent-grandchildren breaks
                                                                                                        • Sibs, Panks and Punks
                                                                                                        • Family Holiday Taking – Short Breaks and Longer Holidays

                                                                                                          • One in four family holidaymakers go long-haul
                                                                                                            • Figure 35: Destination and duration of family holidays taken in the past 12 months, November 2015
                                                                                                          • UK caters for broad range of family budgets
                                                                                                            • Frequent families
                                                                                                              • Figure 36: Number of family holidays taken in the past 12 months, November 2015
                                                                                                          • Types Of Family Holiday

                                                                                                            • Attracting families to the city
                                                                                                              • Figure 37: Types of family holiday taken in the past 3 years, November 2015
                                                                                                            • Niche markets hold potential
                                                                                                              • VFR/holiday combinations
                                                                                                                  • Figure 38: Special occasion & VFR family holidays taken in the past 12 months, November 2015
                                                                                                                • Family event breaks
                                                                                                                • Family Holidays – Economising

                                                                                                                  • Half of family holidaymakers have made cutbacks
                                                                                                                      • Figure 39: Economising on family holidays, November 2015
                                                                                                                    • Nearly half book through deals/discounts
                                                                                                                      • All-inclusive families
                                                                                                                        • Flexible payment families
                                                                                                                        • Family Holiday Attitudes

                                                                                                                          • Parents weigh up cost of term-time holidays
                                                                                                                            • Restless for a change
                                                                                                                              • Figure 40: Attitudes to family holidays, November 2015
                                                                                                                            • Mums more security-conscious than dads
                                                                                                                            • What Makes A Good Family Holiday?

                                                                                                                              • Helping families reconnect
                                                                                                                                • Learning through travel
                                                                                                                                  • Figure 41: Important factors in a family holiday, November 2015
                                                                                                                                • Half of parents are resort-focussed
                                                                                                                                  • Active lifestyle champions
                                                                                                                                    • Figure 42: Important factors for parents in a family holiday, November 2015
                                                                                                                                  • Families show greater loyalty to brands they trust
                                                                                                                                    • Scope for new grandparent brand?
                                                                                                                                    • Appendix – Definitions and Abbreviations

                                                                                                                                      • Definitions
                                                                                                                                        • Abbreviations

                                                                                                                                        Companies Covered

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

                                                                                                                                        Family Holidays - UK - March 2016

                                                                                                                                        £1,995.00 (Excl.Tax)