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Holiday Centres - UK - February 2010

This report provides an overview of the market for holiday centres, investigating the core market factors, consumer dynamics, strengths and weaknesses, innovation in the sector and likely future developments.

  • The credit crunch, a devalued Pound and the economic recession have contributed to improved fortunes for UK holiday operators in 2009, reversing the previous downward slide.
  • The UK holiday centres market continues to grow. It is worth an estimated £364 million, an increase of 10% since 2004, in sharp contrast to the domestic holiday market overall which stagnated during the same period.
  • Many holiday centres have attracted first-time visitors in 2009 which bodes well for repeat business in the future. The most damning image problem is among those who have not actually been to a holiday centre: Hi-De-Hi has proved very difficult to erase from the consumer psyche.
  • The 12% of adults who have never been to a holiday centre but would like to tend to be pre-/no family younger adults. The presence of young children is a likely trigger for visiting.
  • A third of adults feel that holiday centres are ‘just for families’.
  • In 2009 a third of consumers used the internet to investigate their holiday choices, twice as high as any other source and a percentage that has more than doubled in five years.

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Austerity down on the farm
              • An end to ‘everything for everyone’
              • Market in Brief

                • Invest and conquer
                  • The bigger picture
                    • The holiday centre appeal
                      • Diversity and diversify
                        • Internet intensifies
                          • Whatever next?
                          • Internal Market Environment

                            • Key points
                              • Home holidays ahead
                                • Figure 1: Domestic vs overseas holidays, 2004-09
                              • Overseas expenditure falls
                                • Figure 2: Domestic and overseas holidays expenditure, 2004-09
                              • Two thirds take holidays
                                • Figure 3: Percentage of adults booking domestic and overseas holidays, 2009
                              • Short and sweet UK breaks
                                • Figure 4: Length of last UK holiday, 2005-09
                                • Figure 5: Month when last UK holiday began, 2005-09
                              • Down came the rain
                                • Figure 6: Mean annual temperatures and rainfall, 1960-2009
                              • Concerts and festivals
                                • Mainland invasion
                                • Broader Market Environment

                                  • Key points
                                    • Crawling out of recession
                                      • Figure 7: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
                                    • More families with younger children on the horizon
                                      • Figure 8: Trends in the age structure of the UK population, by gender, 2004-14
                                    • AB increase
                                      • Figure 9: Forecast adult population trends, by socio-economic group, 2004-14
                                    • Rise of the retired
                                      • Figure 10: Forecast adult population trends, by lifestage, 2004-14
                                    • One-person household surge
                                      • Figure 11: UK households, by size, 2004-14
                                    • Internet maturing, broadband base widens
                                      • Figure 12: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2004-09
                                      • Figure 13: Broadband internet connection at home over time, by gender, age and socio-economic group, 2004-09
                                    • Exchange rates reckoning
                                      • Figure 14: Exchange rates for Sterling against selected currencies as at 9 December 2005-09
                                  • Competitive Context

                                    • Key points
                                      • Figure 15: Outbound holiday visits, by region and key countries visited, 2005-09
                                    • E‘value’ate
                                      • Bucket and spade
                                        • Figure 16: Type of holiday taken for last UK holiday, 2005-09
                                      • Come stay with me
                                        • Figure 17: Type of accommodation used for last domestic holiday, 2005-09
                                      • Holiday centres outperform expenditure rise
                                        • Figure 18: Domestic holidays expenditure and value of UK holiday centres market, 2004-09
                                      • Strengths
                                        • Weaknesses
                                        • Who’s Innovating?

                                          • Key points
                                            • Snow and Spa at Butlins
                                              • Wi-Fi access from BT
                                                • X Factor Redcoats
                                                  • Not snowed under
                                                    • Treasure hunting
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Value continues to rise
                                                          • Figure 19: Volume and value of the UK holiday centres market, 2004-14
                                                        • The past
                                                          • The present
                                                            • The future
                                                            • Segment Performance

                                                              • Key points
                                                                • Ever shorter experiences
                                                                  • Figure 20: Length of stay at holiday centres, 2005-09
                                                                • Unseasonal adventure
                                                                  • Figure 21: Month when last holiday began, 2005-09
                                                                  • Figure 22: When holiday taken, 2008 and 2009
                                                                • The car’s the star
                                                                  • Figure 23: Main method of travel to holiday, 2005-09
                                                                • Caravans being chased
                                                                  • Figure 24: Type of holiday accomodation, 2005-09
                                                                • Book ’n go
                                                                  • Figure 25: Advance booking, 2005-09
                                                                • Safety in numbers
                                                                  • Figure 26: Number of group members in last holiday centre holiday, 2005-09
                                                                  • Figure 27: Who went on holiday with, 2008 and 2009
                                                                • Budget beating
                                                                  • Figure 28: Cost of holiday, 2005-09
                                                              • Market Share

                                                                • Key points
                                                                  • Main brands
                                                                    • Figure 29: Key brands: holiday centres and parks, 2010
                                                                    • Figure 30: Holiday camp use, by type of accomodation, 2009
                                                                • Companies and Products

                                                                  • Key points
                                                                    • Bourne Leisure Group
                                                                      • Figure 31: Bourne Leisure Holdings Limited UK financials, 2007 and 2008
                                                                    • Butlins
                                                                      • Figure 32: Butlins Skyline UK financials, 2007 and 2008
                                                                    • Haven Holidays
                                                                      • Warner Leisure Hotels
                                                                          • Figure 33: Bourne Holidays Limited UK financals, 2007 and 2008
                                                                        • Center Parcs
                                                                            • Figure 34: Center Parcs UK financials, 2008 and 2009
                                                                          • Park Holidays UK
                                                                            • Figure 35: Park Holidays UK financials, 2007 and 2008
                                                                          • Parkdean Holidays
                                                                              • Figure 36: Parkdean Holidays UK financials, 2008 and 2009
                                                                            • Park Resorts Limited
                                                                                • Figure 37: Park Resorts Limited UK financials, 2007 and 2008
                                                                              • Pontin’s Holiday Parks
                                                                                  • Figure 38: Pontin’s UK financials, 2007 and 2008
                                                                                • South Lakeland Parks
                                                                                    • Figure 39: South Lakeland Parks Limited UK financials, 2007 and 2008*
                                                                                • Channels to Market

                                                                                  • Key points
                                                                                    • Online for ideas…
                                                                                      • Figure 40: Sources of information used for holiday, 2005-09
                                                                                    • …as shop/phone use falls
                                                                                      • Figure 41: Holiday booking method, 2005-09
                                                                                  • Holiday Centre Visitors

                                                                                    • Key points
                                                                                        • Figure 42: Holiday centres visited in the last two years, December 2009
                                                                                      • Focus and customer base
                                                                                        • Potentials vs Rejectors
                                                                                        • Type of Holiday Centre Stay

                                                                                          • Key points
                                                                                            • Figure 43: Statements regarding last visit to a holiday centre, December 2009
                                                                                          • One week, midweek
                                                                                            • Who takes what and where
                                                                                            • Attitudes Towards Holidays Centres

                                                                                              • Key points
                                                                                                • Figure 44: Attitudes towards holiday centres, December 2009
                                                                                              • Positive people
                                                                                                • Family negatives, going abroad and food
                                                                                                  • 2010 plan
                                                                                                  • Targeting Opportunities

                                                                                                    • Key points
                                                                                                      • Figure 45: Holiday centre target groups, December 2009
                                                                                                      • Figure 46: Attitudes towards holiday centres, by target groups, December 2009
                                                                                                    • Pro-Centre
                                                                                                      • Value Seekers
                                                                                                        • Family Focused
                                                                                                          • Doing it For the Kids
                                                                                                            • Low Interest
                                                                                                            • Appendix – Holiday Centre Visitors

                                                                                                                • Figure 47: Most popular holiday centres visited in the last two years, by demographics, December 2009
                                                                                                                • Figure 48: Next most popular holiday centres visited in the last two years, by demographics, December 2009
                                                                                                            • Appendix – Type of Holiday Centre Stay

                                                                                                                • Figure 49: Statements regarding last visit to a holiday centre, by holiday centres visited in the last two years, December 2009
                                                                                                                • Figure 50: Statements regarding last visit to a holiday centre, by demographics, December 2009
                                                                                                            • Appendix – Attitudes Towards Holiday Centres

                                                                                                                • Figure 51: Most popular attitudes towards holiday centres, by demographics, December 2009
                                                                                                                • Figure 52: Next most popular attitudes towards holiday centres, by demographics, December 2009
                                                                                                            • Appendix – Targeting Opportunities

                                                                                                                • Figure 53: Holiday centres visited in the last two years, by target groups, December 2009
                                                                                                                • Figure 54: Statements regarding last visit to a holiday centre, by target groups, December 2009
                                                                                                                • Figure 55: Target groups, by demographics, December 2009

                                                                                                            Companies Covered

                                                                                                            • ABN AMRO Capital
                                                                                                            • Age Concern England
                                                                                                            • Alchemy Partners
                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                            • Amazon.co.uk
                                                                                                            • Asda Group Ltd
                                                                                                            • Blackstone Group (The)
                                                                                                            • Bourne Leisure Group
                                                                                                            • British Holiday & Home Parks Association
                                                                                                            • British Holidays
                                                                                                            • BT Group plc
                                                                                                            • Butlins Skyline Limited
                                                                                                            • Center Parcs
                                                                                                            • Cinque Ports Leisure Limited
                                                                                                            • Co-operative Group
                                                                                                            • Cosmos Group (Globus group of companies)
                                                                                                            • Elemis Ltd.
                                                                                                            • Fédération Internationale de Football Association
                                                                                                            • Gfk NOP
                                                                                                            • Government Actuary's Department (GAD)
                                                                                                            • Haven Holidays
                                                                                                            • Hoseasons Holidays Ltd
                                                                                                            • J. Sainsbury
                                                                                                            • John Fowler Holidays Limited
                                                                                                            • Lake District National Park Authority
                                                                                                            • lastminute.com plc
                                                                                                            • Lidl (UK)
                                                                                                            • Market & Opinion Research International (MORI)
                                                                                                            • Marks & Spencer
                                                                                                            • Netto Foodstores Ltd
                                                                                                            • Nikon UK Ltd
                                                                                                            • Papa John's International, Inc.
                                                                                                            • Park Resorts Limited
                                                                                                            • Parkdean Holidays PLC
                                                                                                            • Pontin's Ltd
                                                                                                            • Sandals Resorts
                                                                                                            • South Lakeland Caravans
                                                                                                            • Teletext Holidays
                                                                                                            • Tesco Plc
                                                                                                            • Travelodge
                                                                                                            • Waitrose
                                                                                                            • Warner Holiday Resorts & Hotels Group
                                                                                                            • Wm Morrison Supermarkets
                                                                                                            • YouTube, Inc.

                                                                                                            Holiday Centres - UK - February 2010

                                                                                                            £1,995.00 (Excl.Tax)