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Holiday Planning and Booking Process - UK - October 2011

“Austerity and rising costs could encourage a shift away from purely price-driven commoditisation towards a stronger emphasis on quality. In other sectors, such as clothing for example, consumers are buying less but buying ‘quality to last’. This can also be an effective marketing approach for holidays – ‘less is more, investing in life-long memories…’”

– John Worthington, Senior Analyst

Some questions answered in the report include:

  • How can travel companies respond to consumer preferences for booking late or early?
  • How can travel marketers respond to the age of austerity?
  • What is the role of the ‘personal’ in the online travel booking world?
  • Is mobile travel booking over-hyped?
  • Are holiday bookers no longer motivated by green/ethical concerns in difficult economic times?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Issues in the Market

            • How can travel companies respond to consumer preferences for booking late or early?
              • How can travel marketers respond to the age of austerity?
                • What is the role of the ‘personal’ in the online travel booking world?
                  • Is mobile travel booking over-hyped?
                    • Are holiday bookers no longer motivated by green/ethical concerns in difficult economic times?
                    • Executive Summary

                        • The market
                          • Travel recession finally over?
                            • Figure 1: Overseas holiday bookings, 2006-16
                          • Average spend growth
                            • Staycation here to stay
                              • Figure 2: Domestic holiday bookings, 2006-16
                            • Package share up
                              • Figure 3: Volume of overseas package and independent holidays, 2006-10
                            • Three growth destinations
                              • Figure 4: Trips to selected popular holiday destinations, percentage change 2006-10
                            • Market factors
                              • Pre-/no family/third agers take most trips
                                • Income drop
                                  • Figure 5: GDP quarterly percentage change, Q1 2004-Q2 2011
                                • Resort costs down
                                  • Failure and flight-plus
                                    • Broadband still rising
                                      • Evolving web
                                        • Companies, brands and innovation
                                          • Big two pursue mixed offline/online strategy
                                            • Battle lines drawn up
                                              • OTAs get personal
                                                • Google makes its move
                                                  • Online search complexity
                                                    • Flash flood
                                                      • Thinking outside of the box
                                                        • The consumer
                                                          • Destination first
                                                            • Figure 6: Holiday planning activities, June 2011
                                                          • Shop research falls but bookings hold up
                                                            • A fifth Google around for ideas
                                                              • Six in ten book whole trip online
                                                                • Favourite add-ons
                                                                  • Figure 7: Holiday extras booking preferences, June 2011
                                                                • Early bird catches four in ten worms
                                                                  • One in four not sure if they are protected
                                                                    • Figure 8: Holiday planning and booking attitudes, July 2011
                                                                  • Joy division
                                                                    • Prepared to pay
                                                                      • What we think
                                                                      • Future Opportunities

                                                                          • Trend: Who Needs Humans?
                                                                            • Trend: Sense of the Intense
                                                                            • Internal Market Environment

                                                                              • Key points
                                                                                • Overseas-UK long holiday gap narrows
                                                                                  • Figure 9: Number of holidays/short breaks taken in the last 12 months, 2011
                                                                                • ABs, pre-/no family and third agers take most overseas trips
                                                                                  • Figure 10: Total number of trips in the last 12 months, 2011
                                                                                • Failure rate remains high
                                                                                  • Figure 11: ATOL tour operator failures/closures in the UK in the year to 6 October 2011
                                                                                • Flight-plus changes
                                                                                  • Only three destinations see growth
                                                                                    • Figure 12: Top 20 holiday destinations, UK, 2006-10
                                                                                  • Broadband penetration reaches 70%
                                                                                    • Figure 13: Broadband penetration, by demographics, 2006-11
                                                                                  • Mobile web use rising fast
                                                                                    • Tablet sales expected to increase
                                                                                      • From text to video
                                                                                        • Google flexes its travel muscles
                                                                                        • Broader Market Environment

                                                                                          • Key points
                                                                                            • UK economy flat-lining
                                                                                              • Figure 14: GDP quarterly percentage change, Q1 2004-Q2 2011
                                                                                            • Confidence stays low
                                                                                              • Figure 15: UK consumer confidence index, October 2010-September 2011
                                                                                            • Post-65 growth
                                                                                              • Figure 16: Trends in the age structure of the UK population, 2006-16
                                                                                            • AB/C2 fastest growing groups
                                                                                              • Figure 17: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                            • Resort reductions help to mitigate weak pound
                                                                                              • Figure 18: Annual average exchange rates for Sterling, 2007-11
                                                                                          • Competitive Context

                                                                                            • Key points
                                                                                              • Comfort eating and cheap days out
                                                                                                • Figure 19: Trends in what extra money is spent on, 2010-11
                                                                                                • Figure 20: Indexed comparison of expenditure on leisure travel, select consumer expenditure categories, eating out and pub spend, where 2006 = 100
                                                                                              • Holidays hit more than most
                                                                                                • Figure 21: UK consumer expenditure on leisure travel, eating out and pub spend (minus eating) – plus broad sector breakdown, 2006-10
                                                                                            • Who’s Innovating?

                                                                                              • Key points
                                                                                                • Growing search complexity
                                                                                                  • Crowdsourcing
                                                                                                    • Premium flash
                                                                                                      • Joined up travel planning
                                                                                                        • Virtual suitcase
                                                                                                          • Green holiday planning
                                                                                                          • Market Size and Forecast

                                                                                                            • Key points
                                                                                                              • Overseas trips up slightly
                                                                                                                • Figure 22: Overseas and domestic holiday bookings, 2006-16
                                                                                                              • But domestic trips still ahead
                                                                                                                • Average overseas spend rises
                                                                                                                  • Figure 23: Overseas and domestic holiday expenditure, 2006-16
                                                                                                                • All-inclusive drives package share increase
                                                                                                                  • Figure 24: Volume of overseas package and independent holidays, 2006-10
                                                                                                                  • Figure 25: Expenditure on overseas package and independent holidays, 2006-10*
                                                                                                                • Forecast
                                                                                                                  • Figure 26: Overseas holiday bookings, 2006-16
                                                                                                                  • Figure 27: Overseas holiday expenditure*, 2006-16
                                                                                                                  • Figure 28: Domestic holiday bookings, 2006-16
                                                                                                                  • Figure 29: Domestic holiday expenditure*, 2006-16
                                                                                                                • Forecast methodology
                                                                                                                • Holiday Information

                                                                                                                  • Key points
                                                                                                                    • Six in ten research holidays online
                                                                                                                      • Figure 30: Research/information sources used for holidays/short breaks abroad taken in the last 12 months
                                                                                                                  • Holiday Bookings and Timings

                                                                                                                    • Key points
                                                                                                                      • Two thirds book online
                                                                                                                        • Figure 31: Booking methods used for holidays/short breaks taken in the last 12 months, 2011
                                                                                                                      • Travel shop drop as online sales increases
                                                                                                                        • Bucking the trend
                                                                                                                          • Uncertain world
                                                                                                                            • Figure 32: Length of time before holidays/short breaks abroad that bookings were made, 2011
                                                                                                                        • Market Share

                                                                                                                          • Key points
                                                                                                                            • On The Beach enters top ten
                                                                                                                              • Figure 33: Top 50 UK tour operators ranked by ATOL passenger licenses, 14 September 2011
                                                                                                                          • Companies and Products

                                                                                                                              • easyJet
                                                                                                                                  • Figure 34: Key financials for easyJet, 2009-10
                                                                                                                                • Expedia
                                                                                                                                    • Figure 35: Key financials for Expedia.com Limited UK, 2008-09
                                                                                                                                  • Flight Centre
                                                                                                                                    • Figure 36: Key financials for Flight Centre UK, 2009-10
                                                                                                                                  • Lastminute.com
                                                                                                                                    • Ryanair
                                                                                                                                        • Figure 37: Key financials for Ryanair, 2010-11
                                                                                                                                      • Thomas Cook
                                                                                                                                          • Figure 38: Key financials for Thomas Cook Group Plc – UK & Ireland, India and the Middle East segment, 2009-10
                                                                                                                                        • Travel Counsellors
                                                                                                                                            • Figure 39: Key financials for Travel Counsellors, 2009-10
                                                                                                                                          • Travelsupermarket.com
                                                                                                                                            • Figure 40: Key financials for Travelsupermarket.com, 2009-10
                                                                                                                                          • TripAdvisor
                                                                                                                                              • Figure 41: Key financials for TripAdvisor Limited, 2009
                                                                                                                                            • TUI Travel
                                                                                                                                                • Figure 42: Key financials for TUI Plc – UK & Ireland market, 2009-10
                                                                                                                                            • Holiday Taking

                                                                                                                                              • Key points
                                                                                                                                                • Half of consumers book independently and three in ten package
                                                                                                                                                  • Figure 43: Types of holiday taken in the last five years, June 2011
                                                                                                                                                • North/south divide
                                                                                                                                                • Holiday Planning

                                                                                                                                                  • Key points
                                                                                                                                                    • Half pick destination first
                                                                                                                                                      • Figure 44: Holiday planning activities, June 2011
                                                                                                                                                    • A fifth just start by Googling
                                                                                                                                                      • Mums focus on holiday budget
                                                                                                                                                        • ‘Googlers’ under 35
                                                                                                                                                        • Holiday Booking

                                                                                                                                                          • Key points
                                                                                                                                                            • Online bookings stabilise
                                                                                                                                                              • Figure 45: Holiday booking methods, June 2011
                                                                                                                                                          • Booking Holiday Extras

                                                                                                                                                            • Key points
                                                                                                                                                              • Insurance and transfers top list of add-ons
                                                                                                                                                                • Figure 46: Holiday extras booking preferences, June 2011
                                                                                                                                                              • Pay per frill
                                                                                                                                                                • Info pack potential
                                                                                                                                                                  • Young ABC1s seek experience
                                                                                                                                                                  • Holiday Planning and Booking Preferences

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Four in ten seek early bird deals
                                                                                                                                                                        • Figure 47: Holiday planning and booking preferences, June 2011
                                                                                                                                                                      • Exacting consumers
                                                                                                                                                                        • Over-55s lose patience with process
                                                                                                                                                                        • Holiday Planning and Booking Attitudes

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Four in ten under-35s confused about protection
                                                                                                                                                                              • Figure 48: Holiday planning and booking attitudes, July 2011
                                                                                                                                                                            • Big brand safety
                                                                                                                                                                              • Divided opinions
                                                                                                                                                                                • Green appeal
                                                                                                                                                                                • Targeting Opportunities

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Target groups
                                                                                                                                                                                      • Figure 49: Holiday Planning & Booking Process target groups, July 2011
                                                                                                                                                                                    • Savvy Self-sufficient
                                                                                                                                                                                      • Demographic profile
                                                                                                                                                                                        • Marketing message
                                                                                                                                                                                          • Big Brands Best
                                                                                                                                                                                            • Demographic profile
                                                                                                                                                                                              • Marketing message
                                                                                                                                                                                                • Needing Guidance
                                                                                                                                                                                                  • Demographic profile
                                                                                                                                                                                                    • Marketing message
                                                                                                                                                                                                      • Holiday Hassled
                                                                                                                                                                                                        • Demographic profile
                                                                                                                                                                                                          • Marketing message
                                                                                                                                                                                                            • Unengaged
                                                                                                                                                                                                              • Demographic profile
                                                                                                                                                                                                                • Marketing message
                                                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                                                    • Figure 50: Number of short breaks (1-4 days) taken in the British Isles in the last 12 months, by demographics, 2011
                                                                                                                                                                                                                    • Figure 51: Number of holidays (5+ days) taken in the British Isles in the last 12 months, by demographics, 2011
                                                                                                                                                                                                                    • Figure 52: Number of short breaks (1-4 days) taken abroad in the last 12 months, by demographics, 2011
                                                                                                                                                                                                                    • Figure 53: Number of holidays (5+ days) taken abroad in the last 12 months, by demographics, 2011
                                                                                                                                                                                                                    • Figure 54: British Isles – total trips in the last 12 months, by demographics, 2011
                                                                                                                                                                                                                    • Figure 55: Abroad – total trips in the last 12 months, by demographics, 2011
                                                                                                                                                                                                                • Appendix – Holiday Taking

                                                                                                                                                                                                                    • Figure 56: Most popular types of holiday taken in the last five years, by demographics, June 2011
                                                                                                                                                                                                                    • Figure 57: Next most popular types of holiday taken in the last five years, by demographics, June 2011
                                                                                                                                                                                                                    • Figure 58: Other types of holiday taken in the last five years, by demographics, June 2011
                                                                                                                                                                                                                • Appendix – Holiday Planning

                                                                                                                                                                                                                    • Figure 59: Holiday planning activities, by most popular types of holiday taken in the last five years, June 2011
                                                                                                                                                                                                                    • Figure 60: Holiday planning activities, by next most popular types of holiday taken in the last five years, June 2011
                                                                                                                                                                                                                    • Figure 61: Most popular holiday planning activities, by demographics, June 2011
                                                                                                                                                                                                                    • Figure 62: Next most popular holiday planning activities, by demographics, June 2011
                                                                                                                                                                                                                • Appendix – Holiday Booking

                                                                                                                                                                                                                    • Figure 63: Holiday booking methods, by most popular types of holiday taken in the last five years, June 2011
                                                                                                                                                                                                                    • Figure 64: Holiday booking methods, by next most popular types of holiday taken in the last five years, June 2011
                                                                                                                                                                                                                    • Figure 65: Holiday booking methods, by most popular holiday planning activities, June 2011
                                                                                                                                                                                                                    • Figure 66: Holiday booking methods, by next most popular holiday planning activities, June 2011
                                                                                                                                                                                                                    • Figure 67: Holiday booking methods, by demographics, June 2011
                                                                                                                                                                                                                • Appendix – Booking Holiday Extras

                                                                                                                                                                                                                    • Figure 68: Holiday extras booking preferences, by most popular types of holiday taken in the last five years, June 2011
                                                                                                                                                                                                                    • Figure 69: Holiday extras booking preferences, by next most popular types of holiday taken in the last five years, June 2011
                                                                                                                                                                                                                    • Figure 70: Holiday extras booking preferences, by most popular holiday planning activities, June 2011
                                                                                                                                                                                                                    • Figure 71: Holiday extras booking preferences, by next most popular holiday planning activities, June 2011
                                                                                                                                                                                                                    • Figure 72: Holiday extras booking preferences, by most popular holiday booking methods, June 2011
                                                                                                                                                                                                                    • Figure 73: Holiday extras booking preferences, by next most popular holiday booking methods, June 2011
                                                                                                                                                                                                                    • Figure 74: Most popular holiday extras booking preferences, by demographics, June 2011
                                                                                                                                                                                                                    • Figure 75: Next most popular holiday extras booking preferences, by demographics, June 2011
                                                                                                                                                                                                                    • Figure 76: Other holiday extras booking preferences, by demographics, June 2011
                                                                                                                                                                                                                • Appendix – Holiday Planning and Booking Preferences

                                                                                                                                                                                                                    • Figure 77: Holiday planning and booking preferences, by most popular types of holiday taken in the last five years, June 2011
                                                                                                                                                                                                                    • Figure 78: Holiday planning and booking preferences, by next most popular types of holiday taken in the last five years, June 2011
                                                                                                                                                                                                                    • Figure 79: Holiday planning and booking preferences, by most popular holiday planning activities, June 2011
                                                                                                                                                                                                                    • Figure 80: Holiday planning and booking preferences, by next most popular holiday planning activities, June 2011
                                                                                                                                                                                                                    • Figure 81: Holiday planning and booking preferences, by most popular holiday booking methods, June 2011
                                                                                                                                                                                                                    • Figure 82: Holiday planning and booking preferences, by next most popular holiday booking methods, June 2011
                                                                                                                                                                                                                    • Figure 83: Holiday planning and booking preferences, by most popular holiday extras booking preferences, June 2011
                                                                                                                                                                                                                    • Figure 84: Holiday planning and booking preferences, by next most popular holiday extras booking preferences, June 2011
                                                                                                                                                                                                                    • Figure 85: Holiday planning and booking preferences, by other holiday extras booking preferences, June 2011
                                                                                                                                                                                                                    • Figure 86: Holiday planning and booking preferences, by demographics June 2011
                                                                                                                                                                                                                • Appendix – Holiday Planning and Booking Attitudes

                                                                                                                                                                                                                    • Figure 87: Holiday planning and booking attitudes, by most popular types of holiday taken in the last five years, June 2011
                                                                                                                                                                                                                    • Figure 88: Holiday planning and booking attitudes, by next most popular types of holiday taken in the last five years, June 2011
                                                                                                                                                                                                                    • Figure 89: Holiday planning and booking attitudes, by most popular holiday planning activities, June 2011
                                                                                                                                                                                                                    • Figure 90: Holiday planning and booking attitudes, by next most popular holiday planning activities, June 2011
                                                                                                                                                                                                                    • Figure 91: Holiday planning and booking attitudes, by most popular holiday booking methods, June 2011
                                                                                                                                                                                                                    • Figure 92: Holiday planning and booking attitudes, by next most popular holiday booking methods, June 2011
                                                                                                                                                                                                                    • Figure 93: Holiday planning and booking preferences, by most popular holiday extras booking preferences, June 2011
                                                                                                                                                                                                                    • Figure 94: Holiday planning and booking preferences, by next most popular holiday extras booking preferences, June 2011
                                                                                                                                                                                                                    • Figure 95: Holiday planning and booking preferences, by other holiday extras booking preferences, June 2011
                                                                                                                                                                                                                    • Figure 96: Holiday planning and booking attitudes, by holiday planning and booking preferences, June 2011
                                                                                                                                                                                                                    • Figure 97: Most popular statements regarding holiday planning and booking, by demographics, July 2011
                                                                                                                                                                                                                    • Figure 98: Next most popular statements regarding holiday planning and booking, by demographics, July 2011
                                                                                                                                                                                                                • Appendix – Targeting Opportunities

                                                                                                                                                                                                                    • Figure 99: Types of holiday taken in the last five years, by target groups, June 2011
                                                                                                                                                                                                                    • Figure 100: Holiday planning activities, by target groups, June 2011
                                                                                                                                                                                                                    • Figure 101: Holiday booking methods, by target groups, June 2011
                                                                                                                                                                                                                    • Figure 102: Holiday extras booking preferences, by target groups, June 2011
                                                                                                                                                                                                                    • Figure 103: Holiday planning and booking preferences, by target groups, June 2011
                                                                                                                                                                                                                    • Figure 104: Holiday planning and booking attitudes, by target groups, June 2011
                                                                                                                                                                                                                    • Figure 105: Target groups, by demographics, June 2011

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Advertising Standards Authority
                                                                                                                                                                                                                • Air Travel Organisers' Licensing (ATOL)
                                                                                                                                                                                                                • Deutsche Bahn
                                                                                                                                                                                                                • Expedia.co.uk
                                                                                                                                                                                                                • First Choice Holidays & Flights Ltd
                                                                                                                                                                                                                • Flight Centre (UK) Ltd
                                                                                                                                                                                                                • Groupon, Inc.
                                                                                                                                                                                                                • Hayes & Jarvis (Travel) Ltd
                                                                                                                                                                                                                • Intrepid Travel
                                                                                                                                                                                                                • Lowcost Travel Group
                                                                                                                                                                                                                • Opodo Limited
                                                                                                                                                                                                                • Ryanair Holdings plc
                                                                                                                                                                                                                • Teletext Holidays
                                                                                                                                                                                                                • Thomas Cook Group PLC
                                                                                                                                                                                                                • Thomson Holidays
                                                                                                                                                                                                                • Travelocity.com L.P.
                                                                                                                                                                                                                • TripAdvisor LLC
                                                                                                                                                                                                                • TUI Travel PLC

                                                                                                                                                                                                                Holiday Planning and Booking Process - UK - October 2011

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