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Holiday Centres - UK - October 2011

“Holiday centres’ family appeal ensures that people with children are particularly likely to consider them when choosing a holiday. However, opportunities exist in targeting demographic groups whose interest is less likely, particularly the growing singles and older populations of the UK.”

– Tom Rees, Senior Travel and Tourism Analyst

In this report we answer the following key questions:

  • How can operators capitalise on predicted growth in the number of children?
  • Can holiday centres turn increased petrol costs to their advantage?
  • Can holiday centres better engage with the growing – and under-served – single population in the UK?
  • How best can holiday centres appeal to consumers who have not yet been but express an interest in doing so?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of number of holidays at centres, 2006-16
            • Market factors
              • Six in 10 are domestic breaks
                • Figure 2: Domestic holiday volume, 2005-10
              • Remaining UK holidaymakers spent more in 2010
                • Figure 3: Average spend per trip, 2005-10
              • Tank troubles
                • Figure 4: Average annual unleaded petrol price, 2005-10
              • Family fortunes
                • Figure 5: Forecast adult population trends, by lifestage, 2011-16
              • Companies, brands and innovation
                • Pontins
                  • Expansion for Butlins and Center Parcs
                    • 75 years young
                      • Innovations
                        • The consumer
                          • Half have visited or want to
                            • Figure 6: Holiday centre visits, August 2011
                          • Week-long trips most likely
                            • Figure 7: Length of last holiday centre visit, August 2011
                          • Most see centres as ‘great for children’
                            • Figure 8: Most popular attitudes towards holiday centres, August 2011
                          • What we think
                          • Issues in the Market

                              • How can operators capitalise on predicted growth in the number of children?
                                • Can holiday centres turn increased petrol costs to their advantage?
                                  • Can holiday centres better engage with the growing – and under-served – single population in the UK?
                                    • How best can holiday centres appeal to consumers who have not yet been but express an interest in doing so?
                                    • Future Opportunities

                                        • Trend: Edutainment
                                          • Trend: Carnivore, Herbivore...Locavore
                                          • Internal Market Environment

                                            • Key points
                                              • Recession boosts domestic holidays
                                                • Figure 9: Domestic and overseas holiday volume, 2005-10
                                              • Counting the cost
                                                • Figure 10: Domestic and overseas holidays expenditure, 2005-10
                                                • Figure 11: Average spend per trip, 2005-10
                                              • Fuel pain
                                                • Figure 12: Crude oil prices, 2005-11
                                                • Figure 13: Average annual unleaded petrol and diesel prices, 2005-10
                                                • Figure 14: Escalation of price of motor fuel and oil, January 2009-August 2011
                                              • Short break supremacy
                                                • Figure 15: UK domestic holiday visits, by number of nights, 2006-10
                                              • Summer uncertainty
                                                • Figure 16: Mean annual temperatures and rainfall, 1960-2010
                                              • Pontins pushed to the brink
                                                • Butlins hits 75
                                                • Broader Market Environment

                                                  • Key points
                                                    • Growth – and confidence – in the doldrums
                                                      • Figure 17: GDP quarterly percentage change, Q1 2006-Q2 2011
                                                      • Figure 18: GfK NOP Consumer Confidence Index, January 2008-September 2011
                                                    • The young and the old
                                                      • Figure 19: Trends in the age structure of the UK population, 2006-16
                                                      • Figure 20: Forecast adult population trends, by lifestage, 2006-16
                                                    • Single surge
                                                      • Figure 21: UK households, by size, 2006-16
                                                    • Online opportunities
                                                      • Figure 22: Broadband penetration, by demographics, 2006-11
                                                  • Competitive Context

                                                    • Key points
                                                      • Brits love the beach
                                                        • Figure 23: Holiday type taken in the UK in the last 12 months, 2010 and 2011
                                                      • Hotels top holiday choices
                                                        • Figure 24: Type of accommodation used for UK holiday, 2010 and 2011
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • 75 years young
                                                          • Alternative guests
                                                            • On-screen
                                                              • Corporate appeal
                                                                • Ash cloud action and activity passes at Haven
                                                                  • Online and on-call for offers
                                                                    • Accommodation innovation
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Holiday centres make hay while the sun shines
                                                                          • Figure 25: Volume and value of the UK holiday centres market, 2006-16
                                                                        • 2011 – growth from 2010
                                                                          • Investment and the future
                                                                            • Forecast
                                                                              • Figure 26: Forecast of number of holidays at centres, 2006-16
                                                                              • Figure 27: Forecast of value of holidays at centres, 2006-16
                                                                            • Forecast methodology
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • School’s out
                                                                                  • Figure 28: When holiday/short break taken – school holidays, 2010 and 2011
                                                                                • Car’s the star
                                                                                  • Figure 29: Main method of travel to holiday, 2010 and 2011
                                                                              • Market Share

                                                                                • Key points
                                                                                  • Little recent change to outlet numbers
                                                                                    • Figure 30: Key brands: Holiday centres and parks, 2011
                                                                                  • For sale and sold
                                                                                  • Companies and Products

                                                                                      • Bourne Leisure
                                                                                        • Figure 31: Financial performance of Bourne Leisure Holdings Limited, 2008 and 2009
                                                                                      • Butlins
                                                                                          • Figure 32: Financial performance of Butlins Skyline Limited, 2008 and 2009
                                                                                        • Haven Holidays
                                                                                            • Figure 33: Financial performance of Haven Leisure Limited, 2008 and 2009
                                                                                          • Warner Leisure
                                                                                              • Figure 34: Financial performance of Bourne Holidays, 2008 and 2009
                                                                                            • Center Parcs
                                                                                                • Figure 35: Financial performance of Center Parcs UK, 2009 and 2010
                                                                                                • Figure 36: New activities for 2011/12
                                                                                              • John Fowler Holidays
                                                                                                  • Figure 37: Financial performance of John Fowler Holidays Ltd, 2009 and 2010
                                                                                                • Park Holidays
                                                                                                    • Figure 38: Financial performance of Park Holidays UK Limited, 2008 and 2009
                                                                                                  • Park Resorts
                                                                                                      • Figure 39: Financial performance of Park Resorts Limited, 2009 and 2010
                                                                                                    • Parkdean Holidays
                                                                                                        • Figure 40: Financial performance of PD Parks Holdings Ltd, 2010 and 2011
                                                                                                      • Pontins
                                                                                                      • Channels to Market

                                                                                                        • Key points
                                                                                                          • Online on top
                                                                                                            • Figure 41: Sources of information used for holiday, 2010 and 2011
                                                                                                          • Own arrangements win out
                                                                                                            • Figure 42: Holiday booking method, 2010 and 2011
                                                                                                        • Holiday Centre Visits

                                                                                                          • Key points
                                                                                                            • Interest is 50/50
                                                                                                              • Figure 43: Holiday centres visited in the last two years, August 2011
                                                                                                            • Who goes?
                                                                                                              • Potentials and their potential
                                                                                                              • Length of Holiday Centre Visit

                                                                                                                • Key points
                                                                                                                  • One-week break wins out
                                                                                                                    • Figure 44: Length of holiday centre visit, August 2011
                                                                                                                  • Money makes for short breaks
                                                                                                                    • Long and the short of it
                                                                                                                      • Figure 45: Length of holiday centre visit, by holiday centres visited, August 2011
                                                                                                                  • Who Visitors Went With, and What They Went For

                                                                                                                    • Key points
                                                                                                                      • Family first
                                                                                                                        • Figure 46: Who holiday centre visitors went with, August 2011
                                                                                                                      • Seeking summer sun
                                                                                                                        • Figure 47: Last holiday centre visit, August 2011
                                                                                                                    • What People Think of Holiday Centres

                                                                                                                      • Key points
                                                                                                                        • Away with the kids
                                                                                                                          • Figure 48: Attitudes towards holiday centres, August 2011
                                                                                                                        • A family affair
                                                                                                                          • Weather-proof push
                                                                                                                            • People with plans
                                                                                                                              • Capitalising on the potentials
                                                                                                                                • Figure 49: Attitudes towards holiday centres, by most popular holiday centres visited, August 2011
                                                                                                                                • Figure 50: Attitudes towards holiday centres, by next most popular holiday centres visited, August 2011
                                                                                                                            • Targeting Opportunities

                                                                                                                              • Key points
                                                                                                                                • Target groups
                                                                                                                                  • Figure 51: Holiday centres target groups, August 2011
                                                                                                                                • Holiday Centre Happy
                                                                                                                                  • Demographic profile
                                                                                                                                    • Family Centred
                                                                                                                                      • Demographic profile
                                                                                                                                        • Doing it For The Kids
                                                                                                                                          • Demographic profile
                                                                                                                                            • Off-centre
                                                                                                                                              • Demographic profile
                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                  • Figure 52: Number of holidays at centres, market volume and forecast, best and worst case scenarios, 2011-16
                                                                                                                                                  • Figure 53: Value of holidays at centres, market value and forecast, best and worst case scenarios, 2011-16
                                                                                                                                              • Appendix – Holiday Centre Visits

                                                                                                                                                  • Figure 54: Most popular holiday centres visited, by demographics, August 2011
                                                                                                                                                  • Figure 55: Next most popular holiday centres visited, by demographics, August 2011
                                                                                                                                              • Appendix – Length of Holiday Centre Visit

                                                                                                                                                  • Figure 56: Length of holiday centre visit, by demographics, August 2011
                                                                                                                                              • Appendix – Who Visitors Went With, and What They Went For

                                                                                                                                                  • Figure 57: Last holiday centre visit, by who holiday centre visitors went with, August 2011
                                                                                                                                                  • Figure 58: Last holiday centre visit, by length of holiday centre visit, August 2011
                                                                                                                                                  • Figure 59: Who holiday centre visitors went with, by demographics, August 2011
                                                                                                                                                  • Figure 60: Most popular last holiday centre visit, by demographics, August 2011
                                                                                                                                                  • Figure 61: Next most popular last holiday centre visit, by demographics, August 2011
                                                                                                                                              • Appendix – What People Think of Holiday Centres

                                                                                                                                                  • Figure 62: Attitudes towards holiday centres, by length of holiday centre visit, August 2011
                                                                                                                                                  • Figure 63: Attitudes towards holiday centres, by who holiday centre visitors went with, August 2011
                                                                                                                                                  • Figure 64: Attitudes towards holiday centres, by most popular type of last holiday centre visit, August 2011
                                                                                                                                                  • Figure 65: Attitudes towards holiday centres, by next most popular type of last holiday centre visit, August 2011
                                                                                                                                                  • Figure 66: Most popular attitudes towards holiday centres, by demographics, August 2011
                                                                                                                                                  • Figure 67: Next most popular attitudes towards holiday centres, by demographics, August 2011
                                                                                                                                              • Appendix – Targeting Opportunities

                                                                                                                                                  • Figure 68: Holiday centres visited, by target groups, August 2011
                                                                                                                                                  • Figure 69: Length of holiday centre visit, by target groups, August 2011
                                                                                                                                                  • Figure 70: Who holiday centre visitors went with, by target groups, August 2011
                                                                                                                                                  • Figure 71: Last holiday centre visit, by target groups, August 2011
                                                                                                                                                  • Figure 72: Attitudes towards holiday centres, by target groups, August 2011
                                                                                                                                                  • Figure 73: Target groups, by demographics, August 2011

                                                                                                                                              Companies Covered

                                                                                                                                              • ABN AMRO Capital
                                                                                                                                              • Alchemy Partners
                                                                                                                                              • Annabel Karmel
                                                                                                                                              • Asda Group Ltd
                                                                                                                                              • Automobile Association (AA)
                                                                                                                                              • Bank of England
                                                                                                                                              • Blackstone Group (The)
                                                                                                                                              • Bourne Leisure Group
                                                                                                                                              • BP p.l.c.
                                                                                                                                              • Britannia Hotels Ltd
                                                                                                                                              • British Broadcasting Corporation (BBC)
                                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                              • Butlins Skyline Limited
                                                                                                                                              • Center Parcs
                                                                                                                                              • Cinque Ports Leisure Limited
                                                                                                                                              • Co-operative Group
                                                                                                                                              • Costa
                                                                                                                                              • Council of Mortgage Lenders
                                                                                                                                              • Eurostar UK Ltd
                                                                                                                                              • Eurotunnel Shuttle Services
                                                                                                                                              • Facebook, Inc.
                                                                                                                                              • Gfk NOP
                                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                                              • Grupo Santander Central Hispano S.A.
                                                                                                                                              • Haven Holidays
                                                                                                                                              • Hoseasons Holidays Ltd
                                                                                                                                              • Incos Ltd
                                                                                                                                              • International Monetary Fund
                                                                                                                                              • J. Sainsbury
                                                                                                                                              • John Fowler Holidays Limited
                                                                                                                                              • Kantar Media
                                                                                                                                              • LEGO Company
                                                                                                                                              • Marks & Spencer
                                                                                                                                              • Park Resorts Limited
                                                                                                                                              • Parkdean Holidays PLC
                                                                                                                                              • Pontins
                                                                                                                                              • PricewaterhouseCoopers
                                                                                                                                              • SOHO Coffee
                                                                                                                                              • South Lakeland Caravans
                                                                                                                                              • Teletext Holidays
                                                                                                                                              • Tesco Plc
                                                                                                                                              • Waitrose
                                                                                                                                              • Walt Disney Company, The
                                                                                                                                              • Warner Holiday Resorts & Hotels Group
                                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                                              Holiday Centres - UK - October 2011

                                                                                                                                              £1,995.00 (Excl.Tax)