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Holiday Car Hire - UK - May 2012

“If there was any doubt that an increasing focus on older holidaymakers is necessary for the major car hire brands, it is these adults who are the most likely of any age group to say that they are ‘happy to use a smaller, local car hire company’.”

– Tom Rees, Senior Travel and Tourism Analyst

Some questions answered in this report include:

  • What does the shift towards short-haul holiday destinations mean for operators?
  • Can car hire companies benefit from the rising market share of package holidays?
  • How can operators reassure those car hirers who are concerned their requirements will not be met?
  • How can operators harness current and developing in-car technology to boost overseas car hiring?
  • How should car hire companies respond to changing UK population dynamics?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast volume of car hire trips abroad by UK residents, 2006-16
            • Market factors
              • Staycations stay in the driving seat
                • Figure 2: Domestic vs overseas holidays volume, 2006-11
              • Package holidays pick up share
                • Figure 3: Package holidays’ percentage share of all overseas holidays, 2006-11
                • Figure 4: Annual growth in holidays to Europe, package and independent holidays, 2010 and 2011
              • Car ownership drops
                • Figure 5: Percentage change in car ownership, 2009-11
              • Fuel costs rise in Europe
                • Figure 6: Increase in petrol and diesel prices in pence, by European country, 2010-11
              • UK population ages
                • Figure 7: Trends in the age structure of the UK population, 2011-16
              • Companies, brands and innovation
                • Figure 8: Holiday car hire usage in last three years, by brand, February 2012
              • The consumer
                • The car hirers
                  • Figure 9: Holiday car hire usage, February 2012
                • Why non-hirers don’t hire
                  • Figure 10: Most popular reasons for not hiring a car abroad, February 2012
                  • Figure 11: Top three reasons for not hiring a car abroad, by growth in percentage agreement, 2010-12
                • What people think of holiday car hire
                  • Figure 12: Attitudes towards holiday car hire, February 2012
                • What we think
                • Issues in the Market

                    • What does the shift towards short-haul holiday destinations mean for operators?
                      • Can car hire companies benefit from the rising market share of package holidays?
                        • How can operators reassure those car hirers who are concerned their requirements will not be met?
                          • How can operators harness current and developing in-car technology to boost overseas car hiring?
                            • How should car hire companies respond to changing UK population dynamics?
                            • Future Opportunities

                                • Secret Secret
                                  • The Real Thing
                                  • Internal Market Environment

                                    • Key points
                                      • Staycation trend stays in place
                                        • Figure 13: Domestic vs overseas holidays volume, 2006-11
                                      • Packages increase overseas share
                                        • Figure 14: Package holidays versus independent holidays, by volume, 2006-11
                                      • 2011 – A turn to Europe
                                        • Figure 15: Outbound holiday visits, by region visited, 2006-11
                                        • Figure 16: Outbound holiday visits, EU Europe (15) vs elsewhere, 2006-11 and 2010-11
                                        • Figure 17: Top 20 overseas holiday destinations, by number of visits, 2006-11
                                        • Figure 18: Post Office Holiday Costs Barometer, 2012
                                      • Drivers face costs increase
                                        • Figure 19: Full driving licence holders, by age and gender, 2006-10
                                        • Figure 20: Consumer expenditure on car servicing and repair and motoring expenses, at current prices, 2006-11
                                        • Figure 21: Car ownership, 2009-11
                                        • Figure 22: Petrol and diesel price per litre, October 2009-March 2012
                                        • Figure 23: Petrol and diesel prices and increase from 2010, by European country, 2011
                                    • Broader Market Environment

                                      • Key points
                                        • ABs, C2s on the rise
                                          • Figure 24: Forecast adult population trends, by socio-economic group, 2006-16
                                        • Ageing population
                                          • Figure 25: Trends in the age structure of the UK population, by gender, 2006-16
                                          • Figure 26: Forecast adult population trends, by lifestage, 2006-16
                                          • Figure 27: Trends in the age structure of the UK population, 2011-16
                                        • Return to recession
                                          • Figure 28: GDP quarterly percentage change, Q1 2006-Q1 2012
                                          • Figure 29: UK Consumer Confidence Index, January 2008-April 2012
                                          • Figure 30: UK Consumer Confidence Index, January 2011-March 2012
                                        • euro improvement
                                          • Figure 31: Annual average rates for Sterling, 2007-12
                                        • SatNav surge
                                          • Figure 32: Accessories in the main car, 2009-11
                                      • Competitive Context

                                        • Key points
                                          • Overseas holiday travel mode
                                            • Figure 33: Total overseas holidays, by mode of transport, 2006-11
                                          • Personal car over hire
                                            • Figure 34: Main methods of travel used by holidaymakers, 2011
                                        • Who’s Innovating?

                                          • Key points
                                            • Peer-to-peer model growing
                                              • London looks to Paris for inspiration
                                                • Enterprise and Hertz go greener
                                                  • Comparison sites go local and include insurance
                                                    • Deliver and collect service reaches leisure market
                                                      • 24-hour express service
                                                        • Give the gift of car hire credit
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Car hire decline continues
                                                              • Figure 35: Volume of car hire trips abroad by UK residents, 2006-16
                                                              • Figure 36: Annual growth in holidays to Europe, package and independent holidays, 2010 and 2011
                                                            • Frequency falls
                                                              • Figure 37: Frequency of hiring a car abroad in the last 12 months, 2009-11
                                                            • Forecast
                                                              • Figure 38: Forecast volume of car hire trips abroad by UK residents, 2006-16
                                                            • Forecast methodology
                                                            • Segment Performance

                                                              • Key points
                                                                • Beach and city breaks are top choices
                                                                  • Figure 39: Type of holidays/short breaks taken in the last 12 months, 2009-11
                                                                • Accommodation choice
                                                                  • Figure 40: Type of accommodation for holidays/short breaks, 2009-11
                                                                • Who’s in the back?
                                                                  • Figure 41: Who people went on holiday with, 2009-11
                                                              • Market Share

                                                                • Key points
                                                                  • UK holidaymakers opt for Europcar, Avis or Hertz leads across Europe
                                                                    • Spain, France and the US
                                                                      • Spain
                                                                        • Figure 42: Top five car hire brands in Spain, by number of branches, 2011
                                                                      • France
                                                                        • Figure 43: Top five car hire brands in France, by number of branches, 2011
                                                                      • US
                                                                        • Figure 44: Car hire brands with over 200 branches in US, by number of branches, 2011
                                                                    • Companies and Products

                                                                        • Alamo Rent A Car
                                                                          • Avis
                                                                              • Figure 45: Key financial data for Avis Europe plc, 2006-10
                                                                            • Budget Rent-A-Car
                                                                              • Dollar Thrifty
                                                                                • easyCar
                                                                                  • Enterprise Rent-A-Car
                                                                                    • Europcar
                                                                                        • Figure 46: Key financial data for Europcar Group UK limited, 2009 and 2010
                                                                                        • Figure 47: Key financial data for Europcar UK limited, 2009 and 2010
                                                                                      • Hertz
                                                                                          • Figure 48: Key financial data for Hertz Global Holdings, Inc. 2006-10
                                                                                        • National Car Rental
                                                                                          • Sixt
                                                                                              • Figure 49: Key financial data for the Sixt Group, 2006-10
                                                                                          • Holiday Car Hiring

                                                                                            • Key points
                                                                                              • Car hiring falls
                                                                                                • Figure 50: Holiday car hire usage, 2010 and 2012
                                                                                              • Who are the hirers?
                                                                                                • Lapsed users are older
                                                                                                  • Never hired
                                                                                                  • Expenditure and Length of Hire

                                                                                                    • Key points
                                                                                                      • One-week duration drives car hiring
                                                                                                        • Figure 51: Holiday car hire duration, February 2012
                                                                                                      • Who hires longer?
                                                                                                        • Expenditure rises
                                                                                                          • Figure 52: Holiday car hire cost, February 2012
                                                                                                        • Cost by duration
                                                                                                          • Figure 53: Cost of holiday car hire, by duration, February 2012
                                                                                                      • Reasons For Not Hiring

                                                                                                        • Key points
                                                                                                          • Objections on the rise
                                                                                                            • Figure 54: Reasons for not hiring a car abroad, 2010 and 2012
                                                                                                            • Figure 55: Top three reasons for not hiring a car abroad, by growth in percentage agreement, 2010-12
                                                                                                          • Gender drives opinion
                                                                                                          • What People Think of Holiday Car Hire

                                                                                                            • Key points
                                                                                                              • Major brands for the majority
                                                                                                                • Figure 56: Attitudes towards holiday car hire, February 2012
                                                                                                              • Looking for cheapest option becomes more likely
                                                                                                                • Figure 57: Attitudes towards holiday car hire, by holiday car hire usage, February 2012
                                                                                                              • What men and women want
                                                                                                                • Attitudes by brand
                                                                                                                  • Figure 58: Attitudes towards holiday car hire, by hire brands used, February 2012
                                                                                                                • The long and the short of it
                                                                                                                  • Figure 59: Attitudes towards holiday car hire, by duration of hire, February 2012
                                                                                                              • Targeting Opportunities

                                                                                                                • Key points
                                                                                                                  • Target groups
                                                                                                                    • Figure 60: Holiday car hire target groups, February 2012
                                                                                                                  • Money Motivated
                                                                                                                    • Demographic profile
                                                                                                                      • Marketing message
                                                                                                                        • Big Brand Averse
                                                                                                                          • Demographic profile
                                                                                                                            • Marketing message
                                                                                                                              • Highly Engaged
                                                                                                                                • Demographic profile
                                                                                                                                  • Marketing message
                                                                                                                                    • Easy Hirers
                                                                                                                                      • Demographic profile
                                                                                                                                        • Marketing message
                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                            • Figure 61: Forecast volume of car hire trips abroad by UK residents, best- and worst-case scenarios, 2011-16
                                                                                                                                        • Appendix – Holiday Car Hiring

                                                                                                                                            • Figure 62: Most popular holiday car hire usage, by demographics, February 2012
                                                                                                                                            • Figure 63: Next most popular holiday car hire usage, by demographics, February 2012
                                                                                                                                        • Appendix – Expenditure and Length of Hire

                                                                                                                                            • Figure 64: Holiday car hire cost, by demographics, February 2012
                                                                                                                                            • Figure 65: Holiday car hire duration, by demographics, February 2012
                                                                                                                                        • Appendix – Reasons For Not Hiring

                                                                                                                                            • Figure 66: Most popular reasons for not hiring a car abroad, by demographics, February 2012
                                                                                                                                            • Figure 67: Next most popular reasons for not hiring a car abroad, by demographics, February 2012
                                                                                                                                        • Appendix – What People Think of Holiday Car Hire

                                                                                                                                            • Figure 68: Most popular attitudes towards holiday car hire, by demographics, February 2012
                                                                                                                                            • Figure 69: Next most popular attitudes towards holiday car hire, by demographics, February 2012
                                                                                                                                            • Figure 70: Other attitudes towards holiday car hire, by demographics, February 2012
                                                                                                                                        • Appendix – Targeting Opportunities

                                                                                                                                            • Figure 71: Attitudes towards holiday car hire, by target groups, February 2012
                                                                                                                                            • Figure 72: Target groups, by demographics, February 2012

                                                                                                                                        Companies Covered

                                                                                                                                        • Accor North America
                                                                                                                                        • Advantage Rent-A-Car
                                                                                                                                        • Air Berlin GmbH & Co. Luftverkehrs KG
                                                                                                                                        • Air France
                                                                                                                                        • Alamo Rent a Car LLC
                                                                                                                                        • American Express Company (The)
                                                                                                                                        • AMR Corporation (American Airlines)
                                                                                                                                        • Audi United Kingdom
                                                                                                                                        • Avis Budget Group, Inc.
                                                                                                                                        • Avis Europe plc
                                                                                                                                        • Bank of Montreal
                                                                                                                                        • BMW (GB) Ltd
                                                                                                                                        • British Airways Plc
                                                                                                                                        • Budget Rent A Car System Inc.
                                                                                                                                        • Carlson Companies Inc.
                                                                                                                                        • Chrysler LLC
                                                                                                                                        • Continental Airlines Inc.
                                                                                                                                        • Delta Air Lines, Inc.
                                                                                                                                        • Deutsche Bahn
                                                                                                                                        • Deutsche Lufthansa AG
                                                                                                                                        • Dollar Thrifty Automotive Group, Inc.,
                                                                                                                                        • Emirates
                                                                                                                                        • Enterprise Rent-A-Car Company
                                                                                                                                        • Europcar International
                                                                                                                                        • Expedia.co.uk
                                                                                                                                        • Fiat Auto
                                                                                                                                        • Ford Motor Company Limited (UK)
                                                                                                                                        • Hilton Group plc
                                                                                                                                        • Hyatt Corporation
                                                                                                                                        • Hyundai Car (UK) Ltd
                                                                                                                                        • Iceland Foods Ltd
                                                                                                                                        • Jet Airways (India) Ltd
                                                                                                                                        • John Lewis Partnership
                                                                                                                                        • KLM Royal Dutch Airlines
                                                                                                                                        • Korean Airlines
                                                                                                                                        • Live Nation
                                                                                                                                        • Macy's, Inc.
                                                                                                                                        • Marriott International, Inc.
                                                                                                                                        • Mercedes-Benz UK
                                                                                                                                        • National Car Rental
                                                                                                                                        • Nissan Motor (GB) Ltd
                                                                                                                                        • Novotel
                                                                                                                                        • Qatar Airways
                                                                                                                                        • Radisson Hotels & Resorts
                                                                                                                                        • Renault (UK) Ltd
                                                                                                                                        • Ryanair Holdings plc
                                                                                                                                        • Sixt AG
                                                                                                                                        • Spanair S.A.
                                                                                                                                        • Starwood Hotels & Resorts Worldwide, Inc.
                                                                                                                                        • The CarbonNeutral Company
                                                                                                                                        • The Hertz Corporation
                                                                                                                                        • Thrifty Car Rentals
                                                                                                                                        • Toyota (GB) PLC
                                                                                                                                        • Transportes Aereos Portugueses, S.A.
                                                                                                                                        • US Airways Group Inc.
                                                                                                                                        • Vanguard Car Rental USA Inc.
                                                                                                                                        • Virgin Atlantic Airways Limited
                                                                                                                                        • Volkswagen AG

                                                                                                                                        Holiday Car Hire - UK - May 2012

                                                                                                                                        US $2,648.76 (Excl.Tax)