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Holiday Centres - UK - June 2013

“Holiday centres still show very similar seasonal patterns to domestic tourism as a whole and could do more to promote awareness of their year-round weather-proof advantages compared to many other UK holiday types. The proportion of breaks taken during the winter months remains especially low. According to Mintel’s research, only Center Parcs has been able to stake a clear claim to being a winter break option.”

– John Worthington, Senior Analyst

Some questions answered in this report include:

  • How can holiday centres attract new customers and win back lapsed visitors?
  • How can the food offering be developed at holiday centres?
  • How can holiday centres appeal more to singles?
  • What are the key messages for attracting families to holiday centres?

Although there have been few opportunities for large-scale supply growth over the past decade, mainly due to planning restrictions, continual investment in new accommodation and facilities has sustained demand and the impending Center Parcs expansion could drive market volumes to a new level.

Holiday centres are a mass-market destination with a very broad appeal among families right across the occupational and income spectrum. Household leisure budgets are polarising further in austerity-era Britain. There is a need for a high degree of segmentation in terms of price points, accommodation and the nature of the offering and experience.

This report analyses market trends, consumer preferences and attitudes towards holiday centres, investigating the core market factors and dynamics and profiling the key players involved and the holidays they offer.


Definition:

The report coverage extends across three types of site for holidays in the UK, although some sites may offer a range of accommodation:

  • ‘Holiday centre’ is generally used for the traditional brands such as Butlins and Pontins, which were originally based on a 1950s ‘holiday camp’ formula but have developed over the years. They are characterised by permanent accommodation (rather than mobile homes), in blocks, detached buildings or (more recently) hotels; the holidays they sell may include meals or be self-catering, and they invariably include some entertainment and leisure facilities in the holiday price.
  • Forest villages are also holiday centres, but they are very different from the Butlins/Pontins model; their siting is aimed at rural quiet, not seaside bustle. In practice, there are currently four in the UK, all owned and defined by their originator, Center Parcs.
  • Holiday parks based on caravan or lodge accommodation are the most numerous overall, but Mintel is only counting those parks that can be described as ‘centres’ or ‘villages’ because they offer a full range of on-site facilities: swimming pools, foodservice, some indoor entertainment, children’s clubs etc

An adult, for the purposes of Mintel’s research, is anyone aged 16 or over.

The standard travel and tourism definitions used in the terminology of this report are as follows:

- tourism is any travel, which involves an overnight stay away from home.
- a holiday is a subjectively defined form of tourism, as defined by the tourist in response to surveys such as IPS or UKTS. A holiday can be distinguished from other leisure travel such as visits to friends and relatives (VFR) or shopping trips.
- a long holiday is a holiday of four nights or more away from home; a short break is a holiday that involves one to three nights away from home.
- short-haul refers to air holidays within Europe, dominated by flights to Mediterranean resorts but including the Canary Islands, which are treated as a part of the Spanish market. Long-haul, therefore, refers to holidays outside Europe.
- an inclusive tour, or package holiday, is defined as the simultaneous sale of at least two elements of a holiday to the traveller: fares on public transport (eg flights) and commercial accommodation (eg hotel or self-catering apartment). Other elements, such as meals or excursions, are not essential to the definition of an inclusive tour. The term ‘all-inclusive’ is used to describe a special type of resort holiday in which food, drink, excursions and other services are provided as part of the total holiday cost.
- an independent holiday is one in which the traveller organises and books transport and accommodation from separate sources (eg a Channel ferry crossing and a caravan site in France).
- seat- or flight-only is a type of independent holiday, and the terms are used to denote holidays in which travellers only purchase a return fare and thereafter book their own accommodation, car hire etc.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Holiday centre market worth almost £1.6 billion
                • Figure 1: Volume forecast of holiday centre visits, 2012-17
                • Figure 2: Value forecast of holiday centre visits, 2012-17
              • New Center Parcs site to boost volumes
                • Market factors
                  • Domestic tourism maintains staycation advantage
                    • Figure 3: Domestic versus overseas trips (volume) as a percentage of all holidays, 2007-12
                  • UK holidays getting shorter…
                    • Figure 4: Average length of domestic holiday visits, 2007-12
                  • … but wetter
                    • Households still feeling the squeeze
                      • Figure 5: GDP quarterly percentage change, Q1 2004-Q1 2013
                    • Companies, brands and innovation
                      • Bourne Leisure and Center Parcs investing over half a billion pounds
                        • Figure 6: Key brands: Holiday centres and parks, May 2013
                      • The consumer
                        • One in five adults go to holiday centres
                          • Figure 7: Holiday centres visited in the past two years, April 2013
                        • Seven out of ten trips taken March-August
                          • Figure 8: Type, season and location of last visit to a holiday centre, April 2013
                        • Indoor pool is top choice
                          • Figure 9: Preferred facilities when visiting a holiday centre, April 2013
                        • Coast seen as better value than countryside
                          • Figure 10: Attitudes towards holiday centres, April 2013
                        • What we think
                        • Issues in the Market

                            • How can holiday centres attract new customers and win back lapsed visitors?
                              • How can the food offering be developed at holiday centres?
                                • How can holiday centres appeal more to singles?
                                  • What are the key messages for attracting families to holiday centres?
                                  • Trend Application

                                      • Trend: Extend My Brand
                                        • Trend: Snack Society
                                          • Futures: Old Gold
                                          • Market Drivers

                                            • Key points
                                              • Domestic tourism still in the ascendant
                                                • Figure 11: Domestic and overseas holiday volume, 2007-12
                                                • Figure 12: Domestic versus overseas trips (volume) as a percentage of all holidays, 2007-12
                                              • Domestic holiday spend rises 19% in last two years
                                                • Figure 13: Domestic and overseas holiday expenditure, 2007-12
                                                • Figure 14: Average spend per trip, 2007-12
                                              • UK short breaks outperforming longer holidays
                                                • Figure 15: Domestic holiday visits, by number of nights, 2010-12
                                                • Figure 16: Average length of domestic holiday visits, 2007-12
                                              • Car travel a key factor in domestic holiday costs
                                                • Figure 17: Average annual unleaded petrol and diesel prices, 2007-12
                                              • UK getting warmer but wetter
                                                • Figure 18: Mean annual temperatures and rainfall, 1960-2012
                                                • Figure 19: UK weather trends, 2007-12
                                              • Household budgets remain squeezed
                                                • Figure 20: GDP quarterly percentage change, Q1 2004-Q1 2013
                                                • Figure 21: GfK NOP Consumer Confidence Index, January 2007-May 2013
                                              • Family lifestage to see population decline
                                                • Figure 22: Forecast adult population trends, by lifestage, 2007-17
                                              • But 5-9s to see 11% growth
                                                • Figure 23: Trends in the age structure of the UK population, 2007-17
                                              • C2s offer growth opportunity
                                                • Figure 24: Forecast adult population trends, by socio-economic group, 2007-18
                                              • Holiday centres embracing social media
                                                • Figure 25: Internet usage (ever used), by demographics, Q1 2011-Q1 2013
                                            • Who’s Innovating?

                                              • Key points
                                                • New on the menu
                                                  • New wave of accommodation
                                                    • Keeping the family entertained
                                                      • Going green
                                                        • Pushing the value message
                                                          • Holiday centre apps
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Holiday centres continue to ride staycation wave
                                                                • Figure 26: Volume and value of the UK holiday centres market, 2007-2012
                                                              • But visitors are more price sensitive
                                                                • New branding, investment and capacity growth
                                                                  • Forecast
                                                                    • Figure 27: Volume forecast of holiday centre visits, 2012-17
                                                                    • Figure 28: Value forecast of holiday centre visits, 2012-17
                                                                  • Forecast methodology
                                                                  • Market Share

                                                                    • Key points
                                                                      • Big corporates dominate
                                                                        • Figure 29: Key brands: Holiday centres and parks, May 2013
                                                                      • Two ‘traditional’ holiday centre brands
                                                                        • The leading park players
                                                                          • Private equity involvement
                                                                            • Only brand in the village
                                                                              • Supply constraints
                                                                                • Continual development of sites
                                                                                • Companies and Products

                                                                                    • Bourne Leisure
                                                                                      • Figure 30: Financial performance – Bourne Leisure Holdings Ltd, 2010 and 2011
                                                                                    • Butlins
                                                                                        • Figure 31: Financial performance – Butlins Skyline Ltd., 2010 and 2011
                                                                                      • Center Parcs
                                                                                          • Figure 32: Financial performance – Center Parcs, 2011 and 2012
                                                                                        • Haven Holidays
                                                                                            • Figure 33: Financial performance – Haven Holidays Ltd, 2010 and 2011
                                                                                          • John Fowler Holidays
                                                                                              • Figure 34: Financial Performance - John Fowler Holidays UK Ltd., 2010 and 2011
                                                                                            • Parkdean Holidays
                                                                                                • Figure 35: Financial performance – PD Parks Holdings Limited, 2011 and 2012
                                                                                              • Park Holidays UK
                                                                                                  • Figure 36: Financial performance – Park Holidays UK Ltd, 2010 and 2011
                                                                                                • Park Resorts
                                                                                                    • Figure 37: Financial performance – Parks Resorts Ltd, 2011 and 2012
                                                                                                  • Pontins
                                                                                                    • South Lakeland Parks
                                                                                                        • Figure 38: Financial performance – South Lakeland Parks Ltd, 2011 and 2012
                                                                                                      • Warner Leisure
                                                                                                      • Holiday Centre Visits

                                                                                                        • Key points
                                                                                                          • One in five have been in last two years
                                                                                                            • Figure 39: Holiday centres visited in the past two years, April 2013
                                                                                                          • One in three families go to holiday centres
                                                                                                            • Pre-/no family couples are other key group
                                                                                                              • ‘Middle class Butlins’
                                                                                                                • Lapsed third age visitors
                                                                                                                • Why, When And Where People Visit Holiday Centres

                                                                                                                  • Key points
                                                                                                                    • Short breaks are the staple of the market
                                                                                                                      • Figure 40: Type, season and location of last visit to a holiday centre, April 2013
                                                                                                                    • C2DEs more likely to take ‘main holiday’ at centres
                                                                                                                      • Seasonal shift
                                                                                                                        • ABC1s offer greater year-round business
                                                                                                                          • Figure 41: Season of last visit to a holiday centre, April 2013
                                                                                                                      • Preferred Holiday Centre Facilities

                                                                                                                        • Key points
                                                                                                                          • Indoor pool is top preference
                                                                                                                            • Figure 42: Preferred facilities when visiting a holiday centre, April 2013
                                                                                                                          • Waterpark facilities key for attracting new visitors
                                                                                                                            • Figure 43: Preferred facilities when visiting a holiday centre, by previous experience and future intentions, April 2013
                                                                                                                          • Who wants what?
                                                                                                                          • Attitudes Towards Holiday Centres

                                                                                                                            • Key points
                                                                                                                              • ABC1s less convinced than C2DEs on value
                                                                                                                                • Figure 44: Attitudes towards holiday centres, April 2013
                                                                                                                              • But ABC1s like to get active
                                                                                                                                • Building bonds
                                                                                                                                  • Few have negative perceptions
                                                                                                                                    • Day trippers could be deterred by cost
                                                                                                                                      • Less value for money seen in the forest
                                                                                                                                        • Figure 45: Attitudes towards holiday centres, by previous experience and future intentions, April 2013
                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                        • Figure 46: Forecasts for holiday centres volume, 2012-17
                                                                                                                                        • Figure 47: Forecasts for holiday centres value, 2012-17
                                                                                                                                    • Appendix – Holiday Centre Visits

                                                                                                                                        • Figure 48: Most popular holiday centres visited in the past two years, by demographics, April 2013
                                                                                                                                        • Figure 49: Next most popular holiday centres visited in the past two years, by demographics, April 2013
                                                                                                                                    • Appendix – Why, When and Where People Visit Holiday Centres

                                                                                                                                        • Figure 50: Type, season and location of last visit to a holiday centre, by holiday centres visited in the past two years, April 2013
                                                                                                                                        • Figure 51: type, season and location of last visit to a holiday centre, by demographics, April 2013
                                                                                                                                        • Figure 52: type, season and location of last visit to a holiday centre, by demographics (continued), April 2013
                                                                                                                                    • Appendix – Preferred Holiday Centre Facilities

                                                                                                                                        • Figure 53: Preferred facilities when visiting a holiday centre, by holiday centres visited in the past two years, April 2013
                                                                                                                                        • Figure 54: Preferred facilities when visiting a holiday centre, by type, season and location of last visit to a holiday centre, April 2013
                                                                                                                                        • Figure 55: Preferred facilities when visiting a holiday centre, by type, season and location of last visit to a holiday centre (continued), April 2013
                                                                                                                                        • Figure 56: Most popular preferred facilities when visiting a holiday centre, by demographics, April 2013
                                                                                                                                        • Figure 57: Next most popular preferred facilities when visiting a holiday centre, by demographics, April 2013
                                                                                                                                        • Figure 58: Other preferred facilities when visiting a holiday centre, by demographics, April 2013
                                                                                                                                    • Appendix - Attitudes Towards Holiday Centres

                                                                                                                                        • Figure 59: Attitudes towards holiday centres, by most popular holiday centres visited in the past two years, April 2013
                                                                                                                                        • Figure 60: Attitudes towards holiday centres, by next most popular holiday centres visited in the past two years, April 2013
                                                                                                                                      • Source: Ipsos MORI/Mintel
                                                                                                                                        • Source: Ipsos MORI/Mintel
                                                                                                                                        • Figure 62: Attitudes towards holiday centres, by type, season and location of last visit to a holiday centre (continued), April 2013
                                                                                                                                      • Source: Ipsos MORI/Mintel
                                                                                                                                        • Source: Ipsos MORI/Mintel
                                                                                                                                        • Figure 64: Attitudes towards holiday centres, by next most popular preferred facilities when visiting a holiday centre, April 2013
                                                                                                                                        • Figure 65: Attitudes towards holiday centres, by other preferred facilities when visiting a holiday centre, April 2013
                                                                                                                                        • Figure 66: Most popular attitudes towards holiday centres, by demographics, April 2013
                                                                                                                                        • Figure 67: Next most popular attitudes towards holiday centres, by demographics, April 2013
                                                                                                                                        • Figure 68: Other attitudes towards holiday centres, by demographics, April 2013

                                                                                                                                    Companies Covered

                                                                                                                                    • Blackstone Group (The)
                                                                                                                                    • Bourne Leisure Group
                                                                                                                                    • Britannia Hotels Ltd
                                                                                                                                    • Butlins Skyline Limited
                                                                                                                                    • Center Parcs
                                                                                                                                    • Cinque Ports Leisure Limited
                                                                                                                                    • Haven Holidays
                                                                                                                                    • John Fowler Holidays Limited
                                                                                                                                    • Merlin Entertainments Group Limited
                                                                                                                                    • Parkdean Holidays PLC
                                                                                                                                    • Pontins
                                                                                                                                    • PricewaterhouseCoopers
                                                                                                                                    • Rank Group
                                                                                                                                    • South Lakeland Caravans
                                                                                                                                    • Warner Holiday Resorts & Hotels Group

                                                                                                                                    Holiday Centres - UK - June 2013

                                                                                                                                    £1,995.00 (Excl.Tax)