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Holiday Planning and Booking Process - UK - November 2014

“The high level of price sensitivity exhibited by mobile bookers, coupled with an unwillingness to invest time in finding the best deals, suggests the growing popularity of mobile will be matched by an increased use of comparison sites such as Skyscanner and Trivago as well as accommodation booking sites such as hotels.com. This shift towards intermediaries would see consumer decisions increasingly driven by metrics such as price and ratings rather than brand preference, and brands may struggle to maintain engagement or loyalty.”
– Harry Segal, Technology & Travel Analyst

This report looks at the following issues:

  • How will growth in the mobile channel shape consumer behaviour?
  • Personalisation offers opportunities

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market factors
              • Package holidays gained market share throughout the recession
                • Shift to independent bookings is set to resume over the next five years
                  • Domestic market should remain largely flat over the next five years
                    • Tablet ownership has increased to over half of UK adults
                      • Figure 1: Personal smartphone and household tablet ownership, January 2012-June 2014
                    • Tripadvisor.co.uk and booking.com have a clear lead by unique visitors
                      • Figure 2: Top 20 travel websites, by unique visitors (3-month moving average), August 2014
                    • Trivago the highest-spending travel industry advertiser so far in 2014
                      • Figure 3: Top 20 travel companies, by advertising spend, 1 January-14 October 2014
                    • Big two continue to dominate the UK market by passengers licensed
                      • On Holiday Group is the largest failure of the year, but the impact is limited
                        • The consumer
                          • Three quarters of adults have taken a holiday in the last 12 months
                            • Figure 4: Holidays taken in the last 12 months, September 2014
                          • 28% of holidaymakers booked a pure package holiday
                            • Figure 5: Booking method used, September 2014
                          • One in 10 started research less than a week before booking
                            • Figure 6: Holiday research lead time, September 2014
                          • High search engine use provides a stage for Google to expand its products
                            • Figure 7: Holiday research sources used, September 2014
                          • A quarter of holidaymakers used a smartphone or tablet for research
                            • Figure 8: Devices used for research, September 2014
                          • 14% booked their last holiday using a smartphone or tablet
                            • Figure 9: Devices used for booking, September 2014
                          • People are sceptical of the value offered by travel agent staff
                            • Figure 10: Attitudes towards researching and booking holidays, September 2014
                          • What we think
                          • Issues and Insights

                              • How will growth in the mobile channel shape consumer behaviour?
                                • The facts
                                  • The implications
                                    • Personalisation offers opportunities
                                      • The facts
                                        • The implications
                                        • Trend Application

                                            • Trend: Influentials
                                              • Trend: Life Hacking
                                                • Trend: Human
                                                • Market Drivers

                                                  • Key points
                                                    • Package holidays gained market share throughout the recession
                                                      • Figure 11: Forecast volume of UK overseas package holidays, 2008-18
                                                    • Shift to independent bookings set to resume over the next five years
                                                      • Figure 12: Forecast volume of UK overseas independent holidays, 2008-18
                                                    • Domestic market should remain largely flat over the next five years
                                                      • Figure 13: Forecast volume of domestic holidays, 2019-19
                                                    • Tablet ownership reaches over half of UK adults
                                                      • Figure 14: Personal smartphone and household tablet ownership, January 2012-June 2014
                                                    • Tripadvisor.co.uk and booking.com have a clear lead by unique visitors
                                                      • Figure 15: Top 20 travel websites, by unique visitors (3-month moving average), August 2014
                                                    • Trivago the highest-spending advertiser so far in 2014
                                                      • Figure 16: Top 20 travel companies, by advertising spend, 1 January-14 October 2014
                                                    • Big two continue to dominate the UK market by passengers licensed
                                                      • Figure 17: Top 20 UK travel companies, ranked by ATOL passenger licences, October 2014
                                                    • On Holiday Group the largest failure of the year, but impact is limited
                                                      • Figure 18: ATOL tour operator failures/closures in the UK, 1 January-20 October 2014
                                                  • Who's Innovating?

                                                    • Key points
                                                      • ebookers launches Bonus+ mobile-centric rewards programme
                                                        • TripAdvisor launches personalised search results
                                                          • Monarch Airlines adds ‘share’ button to boost social conversation
                                                            • Expedia launches a new tablet app with a combined single search feature
                                                              • Thomas Cook trials virtual reality content in-store
                                                              • The Consumer – Holidays Taken

                                                                • Key points
                                                                  • Three quarters of adults have taken a holiday in the last 12 months
                                                                    • Figure 19: Holidays taken in the last 12 months, September 2014
                                                                  • Financial barrier for overseas holidays is set to fall
                                                                  • The Consumer – Booking Method

                                                                    • Key points
                                                                      • Three in 10 holidaymakers booked a pure package holiday…
                                                                        • Figure 20: Booking method used, September 2014
                                                                      • …rising to four in 10 overseas holidaymakers
                                                                        • Figure 21: Booking method used, by holidays taken in the last 12 months, September 2014
                                                                      • Over-65s and the retired are the most likely to have booked a package
                                                                      • The Consumer – Research Lead Time

                                                                        • Key points
                                                                          • One in 10 holidaymakers started research less than a week before booking
                                                                            • Figure 22: Holiday research lead time, September 2014
                                                                          • Research viewed by some as an enjoyable part of the experience
                                                                            • Mobile growth could see the length of time spent doing research fall
                                                                              • People start research further in advance for overseas holidays
                                                                                • Figure 23: Holiday research lead time, by holidays taken in the last 12 months, September 2014
                                                                            • The Consumer – Research Sources Used

                                                                              • Key points
                                                                                • High search engine use provides a stage for Google to expand
                                                                                  • Figure 24: Holiday research sources used, September 2014
                                                                                • Overseas holidaymakers twice as likely to use a comparison site
                                                                                  • Figure 25: Holiday research sources used, by holidays taken in the last 12 months, September 2014
                                                                                • Silver surfers’ digital research habits are catching up
                                                                                  • Human interaction remains key to package holiday bookings
                                                                                    • Package brands need to nurture a viral recommendations culture
                                                                                      • Websites should integrate reviews to keep visitors from navigating away
                                                                                        • Impulse buyers are less likely to shop around
                                                                                        • The Consumer – Devices Used for Research

                                                                                          • Key points
                                                                                            • A quarter of holidaymakers used a smartphone or tablet for research
                                                                                              • Figure 26: Devices used for research, September 2014
                                                                                            • Mobile use is highest among under-35s, students and urbanites
                                                                                              • People who do less research are twice as likely to research on mobile
                                                                                                • Brands need to facilitate seamless research across devices
                                                                                                • The Consumer – Devices Used for Booking

                                                                                                  • Key points
                                                                                                    • Smartphones or tablets used for last booking by 14%
                                                                                                      • Figure 27: Devices used for booking, September 2014
                                                                                                    • Domestic holidaymakers are more likely to have booked via mobile
                                                                                                      • Figure 28: Devices used for booking, by holidays taken in the last 12 months, September 2014
                                                                                                    • Under-35s are the most likely to book via mobile
                                                                                                      • In-store sales conversion rates remain high
                                                                                                        • Brands can leverage mobile to boost impulse purchases and upgrades
                                                                                                          • Mobile bookers are more socially engaged with brands
                                                                                                          • The Consumer – Attitudes towards Researching and Booking Holidays

                                                                                                            • Key points
                                                                                                              • Some scepticism over the value offered by travel agent staff
                                                                                                                • Figure 29: Attitudes towards researching and booking holidays, September 2014
                                                                                                              • Overseas holidaymakers more likely to find price matching appealing
                                                                                                                • Figure 30: Attitudes towards researching and booking holidays, by holidays taken in the last 12 months, September 2014
                                                                                                              • There is demand for a service that aids discovery and decision-making
                                                                                                                • Mobile bookers more price-driven, but don’t want to invest time

                                                                                                                Companies Covered

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                                                                                                                Holiday Planning and Booking Process - UK - November 2014

                                                                                                                £1,995.00 (Excl.Tax)