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Holiday Car Hire - UK - June 2014

“The evolution of the ‘peer-to-peer’ economy is having a seismic impact on travel, from the influence of online customer review to the exponential growth of Airbnb and the challenge it now poses to the hotel industry. In future we may see this trend spread to holiday car hire, with local people in destinations letting out their cars to visitors, or holiday car pools in popular resorts. Such schemes could provide a much-needed competitive challenge to the existing hire model.”

–    John Worthington, Senior Analyst

This report answers the following questions:

  • How can holiday car hire appeal more to an ageing travel market?
  • What can companies do to appeal more to people who are reluctant to hire holiday cars abroad?
  • How can holiday car hire companies develop a clearer, stronger brand identity?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Return to growth in 2013
                • Figure 1: Volume forecast of holiday car hires abroad, 2014-19
              • Market factors
                • Spanish revival
                  • Figure 2: Overseas holiday volume and value*, 2008-13
                  • Figure 3: Top 10 independent holiday destinations, by number of visits, 2013
                • Higher Pound and lower pump prices should help market
                  • Figure 4: Annual average exchange rates for Sterling versus euro and US$, 2009-13, and spot rate for 14 May 2014
                  • Figure 5: Unleaded petrol per litre, October 2009-April 2014
                • Ageing profile of drivers
                  • Figure 6: Full driving licence holders in Great Britain, aged 17-20 and 60+, 1995 and 2012
                • Companies, brands and innovation
                  • Avis, Hertz, Europcar are leading brands
                    • Figure 7: Holiday car hire companies used abroad in the past three years, March 2014
                  • The consumer
                    • Car hire usage returns to 2010 levels
                      • Figure 8: Holiday car hire abroad experience, March 2014
                    • Half of hires are four to seven days
                      • Figure 9: Duration of last holiday car hire, March 2014
                    • Six in 10 bookings made online in advance
                      • Figure 10: How last holiday car hire was booked, March 2014
                      • Figure 11: How last online holiday car hire booking was made, March 2014
                    • Perception of stress deters non-hirers
                      • Figure 12: Reasons why people have not hired a holiday car abroad in the past three years, March 2014
                    • One in four want delivery/collection at holiday address
                      • Figure 13: Preferred extras when hiring a holiday car abroad, March 2014
                    • One in five hit by unfair charges
                      • Figure 14: Attitudes towards holiday car hire abroad, March 2014
                    • What we think
                    • Issues and Insights

                        • How can holiday car hire appeal more to an ageing travel market?
                          • The facts
                            • The implications
                              • What can companies do to appeal more to people who are reluctant to hire holiday cars abroad?
                                • The facts
                                  • The implications
                                    • How can holiday car hire companies develop a clearer, stronger brand identity?
                                      • The facts
                                        • The implications
                                        • Trend Application

                                          • Market Drivers

                                            • Key points
                                              • Overseas holiday spend highest for five years
                                                • Figure 15: Overseas holiday volume, value and average expenditure, 2008-13
                                              • Flights up 5% in 2013
                                                • Figure 16: Overseas holiday volume, by mode of transport, 2008-13
                                              • Package revival leads holiday growth
                                                • Figure 17: Volume of overseas package and independent holidays, 2008-13
                                                • Figure 18: Outbound holiday visits, by region visited, 2008-13
                                              • Spain on road to recovery…
                                                • Figure 19: Top 20 overseas holiday destinations, 2008-13
                                              • …and independent growth to Spain bodes well for car hire
                                                • Figure 20: Top 10 independent holiday destinations, by number of visits, 2008-13
                                              • Rising Pound should boost overseas holiday spend
                                                • Figure 21: Annual average exchange rates for Sterling, 2009-13, and spot rate for May 2014
                                              • Spanish prices drop by a third since 2009
                                                • Figure 22: Holiday costs, comparison of leading resorts, 2014
                                              • Pump pressures ease up
                                                • Figure 23: Petrol and diesel per litre, October 2009-April 2014
                                                • Figure 24: Unleaded petrol per litre, October 2009-April 2014
                                                • Figure 25: Petrol price, by European country, 2010-13
                                              • Hidden costs of car hire
                                                • Growth among 25-34s a plus factor for car hire
                                                  • Figure 26: Trends in the age structure of the UK population, 2009-19
                                                • Long-term ageing
                                                  • Figure 27: UK long-term age group projections, based on 2012 population data, 2014-34
                                                • Capital move away from cars
                                                  • Figure 28: Car ownership in Great Britain, 2008/09-12011/2
                                                  • Figure 29: Percentage of households in Great Britain with no car/van, by region, 1995/95 and 2011/12
                                                • Driving gender gap closing
                                                  • Figure 30: Full driving licence holders in Great Britain, by age and gender, 2008-12
                                                • Ageing drivers
                                                  • New models of car use
                                                  • Who’s Innovating?

                                                    • Key points
                                                      • New car hire apps
                                                        • Hertz makeover
                                                          • High-tech hire
                                                            • Photographic evidence
                                                              • Electric hire
                                                                • On the road
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Car hire sees year of growth at last
                                                                      • Figure 31: Volume of holiday car hires abroad by UK residents, 2008-19
                                                                    • Forecast
                                                                      • Figure 32: Volume forecast of holiday car hires abroad, 2014-19
                                                                    • Forecast methodology
                                                                    • Market Share

                                                                      • Key points
                                                                        • Four groups dominate market
                                                                          • Figure 33: Holiday car hire companies used abroad in the past three years, March 2014
                                                                        • Europcar has most outlets in top two destinations
                                                                          • Figure 34: Most popular holiday car hire brands, locations in Spain, France and Italy, May 2014
                                                                      • Channels to Market

                                                                        • Key points
                                                                          • Six in 10 book online
                                                                            • Figure 35: How last holiday car hire was booked, March 2014
                                                                          • Brokers account for one in five hires
                                                                            • Figure 36: How last online holiday car hire booking was made, March 2014
                                                                          • Majority of car hires are booked in last two months
                                                                            • Figure 37: When last advance holiday car hire booking was made, March 2014
                                                                            • Figure 38: When last advance holiday car hire booking was made, March 2014
                                                                        • Companies and Products

                                                                            • Alamo Rent-A-Car
                                                                              • Avis
                                                                                  • Figure 39: Key financial data for Avis Budget Group, 2012 and 2013
                                                                                • Budget Rent a Car
                                                                                  • Dollar/Thrifty
                                                                                    • easyCar
                                                                                      • Enterprise Rent-A-Car
                                                                                        • Europcar
                                                                                            • Figure 40: Key financial data for Europcar Group UK Limited, 2010-12
                                                                                          • Hertz
                                                                                              • Figure 41: Key financial data for Hertz Global Holdings, Inc., 2012 and 2013
                                                                                            • Holiday Autos
                                                                                              • National Car Rental
                                                                                                • Sixt
                                                                                                    • Figure 42: Key financial data for Sixt Group, Q1-Q3 2012 AND Q1-Q3 2013
                                                                                                • The Consumer – Holiday Car Hire Usage

                                                                                                  • Key points
                                                                                                    • Car hire penetration growing
                                                                                                      • Figure 43: Holiday car hire abroad in the past three years, January 2010-March 2014
                                                                                                    • ABs account for two fifths of all hires
                                                                                                      • Figure 44: Profile of those who have hired a holiday car in the past three years, by socio-economic group, March 2014
                                                                                                      • Figure 45: Profile of those who have hired a holiday car in the past three years, by financial situation, March 2014
                                                                                                    • Under-35s account for nearly half of hires
                                                                                                      • Figure 46: Profile of those who have hired a holiday car in the past three years, by age, March 2014
                                                                                                  • The Consumer – Length of Holiday Car Hire

                                                                                                    • Key points
                                                                                                      • Over-45s hire less but for longer periods
                                                                                                        • Figure 47: Duration of last holiday car hire, March 2014
                                                                                                        • Figure 48: Duration of last holiday car hire, March 2014
                                                                                                    • The Consumer – Reasons for Not Hiring a Holiday Car

                                                                                                      • Key points
                                                                                                        • Stress of driving puts people off
                                                                                                          • Figure 49: Reasons why people have not hired a holiday car abroad in the past three years, March 2014
                                                                                                      • The Consumer – Holiday Car Hire Preferences

                                                                                                        • Key points
                                                                                                          • Airport frustrations
                                                                                                            • Figure 50: Preferred extras when hiring a holiday car abroad, March 2014
                                                                                                          • Older drivers seek greater ease and convenience
                                                                                                            • Figure 51: Preferred extras when hiring a holiday car abroad, by age, March 2014
                                                                                                            • Figure 52: Preferred extras when hiring a holiday car abroad, by gender, March 2014
                                                                                                          • ABs willing to pay for premium products
                                                                                                            • Greener London
                                                                                                            • The Consumer – Holiday Car Hire Attitudes

                                                                                                              • Key points
                                                                                                                • Price outweighs brand but still room for loyalty
                                                                                                                  • Figure 53: Attitudes towards holiday car hire abroad, March 2014
                                                                                                                  • Figure 54: Agreement with statement ‘I just shop around for the cheapest hire car available’, by selected leading brands used in the past three years, March 2014
                                                                                                                  • Figure 55: Agreement with statement ‘I have a preferred car hire company that I try to use’, by selected leading brands used in the past three years, March 2014
                                                                                                                • One in five hit by ‘unfair’ charges
                                                                                                                  • Figure 56: Agreement with statement ‘I’ve been hit with unfair hidden charges/extra costs when hiring a car on holiday’, by selected leading brands used in the past three years, March 2014
                                                                                                                • Car choices
                                                                                                                  • Women more likely to take out extra cover
                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                      • Figure 57: Forecasts for holiday car hires abroad, volume, 2014-19
                                                                                                                  • Appendix – Channels to Market

                                                                                                                      • Figure 58: How last holiday car hire was booked, by most popular holiday car hire companies used abroad in the past three years, March 2014
                                                                                                                      • Figure 59: How last holiday car hire was booked, by next most popular holiday car hire companies used abroad in the past three years, March 2014
                                                                                                                      • Figure 60: How last holiday car hire was booked, by duration of last holiday car hire, March 2014
                                                                                                                      • Figure 61: How last holiday car hire was booked, by demographics, March 2014
                                                                                                                      • Figure 62: How last online holiday car hire booking was made, by holiday car hire companies used abroad in the past three years, March 2014
                                                                                                                      • Figure 63: How last online holiday car hire booking was made, by demographics, March 2014
                                                                                                                      • Figure 64: When last advance holiday car hire booking was made, by how last holiday car hire was booked, March 2014
                                                                                                                      • Figure 65: When last advance holiday car hire booking was made, by how last online holiday car hire booking was made, March 2014
                                                                                                                      • Figure 66: When last advance holiday car hire booking was made (less than 3 months before travelling), by demographics, March 2014
                                                                                                                      • Figure 67: When last advance holiday car hire booking was made (more than 3 months before travelling), by demographics, March 2014
                                                                                                                  • Appendix – Holiday Car Hire Usage

                                                                                                                      • Figure 68: Most popular holiday car hire companies used abroad in the past three years, by demographics, March 2014
                                                                                                                      • Figure 69: Next most popular holiday car hire companies used abroad in the past three years, by demographics, March 2014
                                                                                                                      • Figure 70: Other holiday car hire companies used abroad in the past three years, by demographics, March 2014
                                                                                                                  • Appendix – Length Of Holiday Car Hire

                                                                                                                      • Figure 71: Duration of last holiday car hire, by most popular holiday car hire companies used abroad in the past three years, March 2014
                                                                                                                      • Figure 72: Duration of last holiday car hire, by next most popular holiday car hire companies used abroad in the past three years, March 2014
                                                                                                                      • Figure 73: Duration of last holiday car hire (3 days or less), by demographics, March 2014
                                                                                                                      • Figure 74: Duration of last holiday car hire (4-7 days), by demographics, March 2014
                                                                                                                      • Figure 75: Duration of last holiday car hire (8 days or more), by demographics, March 2014
                                                                                                                  • Appendix – Reasons For Not Hiring A Holiday Car

                                                                                                                      • Figure 76: Most popular reasons why people have not hired a holiday car abroad in the past three years, by demographics, March 2014
                                                                                                                      • Figure 77: Next most popular reasons why people have not hired a holiday car abroad in the past three years, by demographics, March 2014
                                                                                                                  • Appendix – Holiday Car Hire Preferences

                                                                                                                      • Figure 78: Preferred extras when hiring a holiday car abroad, by most popular holiday car hire companies used abroad in the past three years, March 2014
                                                                                                                      • Figure 79: Preferred extras when hiring a holiday car abroad, by next most popular holiday car hire companies used abroad in the past three years, March 2014
                                                                                                                      • Figure 80: Preferred extras when hiring a holiday car abroad, by duration of last holiday car hire, March 2014
                                                                                                                      • Figure 81: Preferred extras when hiring a holiday car abroad, by how last holiday car hire was booked, March 2014
                                                                                                                      • Figure 82: Most popular preferred extras when hiring a holiday car abroad, by demographics, March 2014
                                                                                                                      • Figure 83: Next most popular preferred extras when hiring a holiday car abroad, by demographics, March 2014
                                                                                                                      • Figure 84: Other preferred extras when hiring a holiday car abroad, by demographics, March 2014
                                                                                                                  • Appendix – Holiday Car Hire Attitudes

                                                                                                                      • Figure 85: Attitudes towards holiday car hire abroad, by most popular holiday car hire companies used abroad in the past three years, March 2014
                                                                                                                      • Figure 86: Attitudes towards holiday car hire abroad, by next most popular holiday car hire companies used abroad in the past three years, March 2014
                                                                                                                      • Figure 87: Attitudes towards holiday car hire abroad, by duration of last holiday car hire, March 2014
                                                                                                                      • Figure 88: Attitudes towards holiday car hire abroad, by how last holiday car hire was booked, March 2014
                                                                                                                      • Figure 89: Attitudes towards holiday car hire abroad, by how last online holiday car hire booking was made, March 2014
                                                                                                                      • Figure 90: Attitudes towards holiday car hire abroad, by when last advance holiday car hire booking was made, March 2014
                                                                                                                      • Figure 91: Attitudes towards holiday car hire abroad, by most popular preferred extras when hiring a holiday car abroad, March 2014
                                                                                                                      • Figure 92: Attitudes towards holiday car hire abroad, by next most popular preferred extras when hiring a holiday car abroad, March 2014
                                                                                                                      • Figure 93: Most popular attitudes towards holiday car hire abroad, by demographics, March 2014
                                                                                                                      • Figure 94: Next most popular attitudes towards holiday car hire abroad, by demographics, March 2014

                                                                                                                  Companies Covered

                                                                                                                  • Alamo Rent a Car LLC
                                                                                                                  • AMR Corporation (American Airlines)
                                                                                                                  • Apple Retail UK
                                                                                                                  • Avis Budget Group, Inc.
                                                                                                                  • Bank of Montreal
                                                                                                                  • Carlson Companies Inc.
                                                                                                                  • Delta Air Lines, Inc.
                                                                                                                  • Dolex Dollar Express Inc
                                                                                                                  • Dollar Thrifty Automotive Group, Inc.,
                                                                                                                  • Enterprise Rent-A-Car Company
                                                                                                                  • Hilton Group plc
                                                                                                                  • Iberostar Hotels & Resorts
                                                                                                                  • Korean Airlines
                                                                                                                  • Mercedes-Benz UK
                                                                                                                  • Southwest Airlines Co.
                                                                                                                  • The Hertz Corporation
                                                                                                                  • US Airways Group Inc.

                                                                                                                  Holiday Car Hire - UK - June 2014

                                                                                                                  £1,995.00 (Excl.Tax)