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Holidays - Attitudes and the Impact of Recession - UK - January 2010

  • In 2009, the number of overseas holidays taken fell by an estimated 14.5% year-on-year to 38.9 million, returning to 2001 levels.
  • 24.5 million adults now see holidays as a ‘luxury’, up from 19 million in 2007. 9-10 million see holidays as a ‘necessary spend’ or a ‘right’.
  • By demographics, older ABC1 consumers take the most holidays (both in the UK and overseas) – their travel behaviour has been least affected by the recession, especially the pre-retirement 55-64 group.
  • Holiday intentions for 2010 reveals potential growth for most holiday types, with 12 million adults intending to take a family holiday (up from nine million who went in 2009), 10 million a beach holiday (up from seven million), six million a city break (up from four million) and five million an all-inclusive holiday (up from three million).
  • Of the near-32 million who went on holiday in 2009, over 8 million say that they would travel less if it became more expensive.
  • Spain is still the UK’s favourite destination; however it was hit hard in 2009, undergoing a 15% drop in British visitors. France fared better, with only a 5% reduction occurring as more UK families opted for budget self-catering breaks closer to home.

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Table of contents

  1. Issues in the Market

      • Key issues:
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Holidays as luxury
              • ‘Tyranny of value’
                • Justification and purpose
                  • Re-building the brand
                    • Responsible travel and key demographics
                      • Trust and ‘green-washing’
                        • Real third agers stay longer
                        • Market in Brief

                          • Luxury travel
                            • Slow improvement
                              • Independent swing continues
                                • Pockets of growth
                                  • Third age travel
                                    • Ethically unmotivated
                                      • Gradual recovery expected
                                        • Low cost threat
                                          • Diversification continues
                                          • Internal Market Environment

                                            • Key points
                                              • Holiday penetration stays at around two thirds
                                                • Figure 1: Percentage of adults booking UK and overseas holidays, 2009
                                              • Lead-in times get shorter
                                                • Figure 2: How far ahead last holiday abroad was booked, 2005-09
                                              • Highest spenders continue to rise
                                                • Figure 3: How much spent on last holiday abroad, 2005-09
                                              • Cost concerns: APD
                                                • Cost concerns: Climate change
                                                  • Trains, planes and automobiles: The comparison
                                                    • Figure 4: Price & journey time comparison of air vs rail vs tunnel/car travel, travelling February 2010
                                                  • Sub-three hour train advantage
                                                    • Then balance tilts towards air
                                                      • Railteam disappointment
                                                        • Challenge to Eurostar
                                                          • Load factor key for cars
                                                          • Broader Market Environment

                                                            • Key points
                                                              • Recovery beckons but deficit looms
                                                                • Figure 5: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
                                                              • Mixed spending outlook
                                                                • Figure 6: GfK NOP Consumer Confidence Index: January 2009-December 2009
                                                              • Rays of hope
                                                                • Figure 7: Trends in statements relating to the economic downturn, Feb 09-Sep 09
                                                              • Petrol problems
                                                                • Three in ten have ‘healthy’ financial situation
                                                                  • Figure 8: Trends in how respondents would describe their financial situation, Feb 09-Sep 09
                                                                • Young families and the retired set to grow
                                                                  • Figure 9: Trends in the age structure of the UK population, by gender, 2004-14
                                                                • ABs show fastest growth
                                                                  • Figure 10: Forecast adult population trends, by socio-economic group, 2004-14
                                                                • Shrinking households
                                                                  • Figure 11: UK households, by size, 2004-14
                                                                • Go East for value
                                                                  • Figure 12: Figure 12: Sterling exchange rates against selected currencies at 11th December each year, 2005-09
                                                              • Competitive Context

                                                                • Key points
                                                                  • Travel still priority spend…
                                                                    • Figure 13: Expenditure priorities for the year ahead, January 2009
                                                                  • … but debt repayment rises in importance
                                                                    • Figure 14: UK spending priorities, January 2007
                                                                  • Travel spend proportion stays constant
                                                                    • Figure 15: UK Consumer expenditure and retail sales by broad sector, leisure travel, eating out & pub spend 2004-08
                                                                • Strengths and Weaknesses in the Market

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Comparing carbon
                                                                            • Content on the move
                                                                              • Hotel introduction service
                                                                                • Dynamic diversification
                                                                                  • Developing opportunities
                                                                                    • Paws for thought
                                                                                      • Drive getaways
                                                                                        • Best job in the world
                                                                                        • Market Size and Forecast

                                                                                          • Key points
                                                                                            • Figure 16: Domestic and overseas holidays and expenditure, 2004-14
                                                                                          • Past and present
                                                                                              • Figure 17: Average spend per trip, 2004-14
                                                                                            • Future
                                                                                            • Segment Performance

                                                                                              • Key points
                                                                                                • Still independence day
                                                                                                  • Figure 18: Inclusive holidays versus independent holidays, by volume, 2004-09
                                                                                                • EU15 plateau
                                                                                                  • Figure 19: Outbound holiday visits, by region visited, 2004-09
                                                                                                • Beating the APD hike
                                                                                                  • Privilegespain aims to halt holiday drift
                                                                                                    • Figure 20: Top 25 overseas holiday destinations, by number of visits, 2004-09
                                                                                                  • North Africa still expanding
                                                                                                    • Latin American potential
                                                                                                      • No longer off-limits
                                                                                                        • Air travel hit hardest
                                                                                                          • Figure 21: Total overseas trips, by mode of transport, 2004-09
                                                                                                        • Holidays downsize but short breaks suffer
                                                                                                          • Figure 22: Number of overseas holidays by duration of trip, 2004-09
                                                                                                        • Ten/eleven-night increase
                                                                                                          • Figure 23: How long spent away on last holiday abroad, 2005-09
                                                                                                        • Beach still dominant
                                                                                                          • Figure 24: Holiday type taken for last holiday, 2005-09
                                                                                                      • Market Share

                                                                                                        • Key points
                                                                                                          • Fragmentation
                                                                                                            • Figure 25: Overseas passengers licensed to UK travel companies, December 2009
                                                                                                          • Big two tighten grip
                                                                                                          • Companies and Products

                                                                                                            • Key points
                                                                                                              • Thomas Cook
                                                                                                                • TUI Travel
                                                                                                                  • Ryanair
                                                                                                                    • Expedia
                                                                                                                      • Eurostar
                                                                                                                        • P&O Ferries
                                                                                                                          • Kuoni
                                                                                                                            • Simonseeks
                                                                                                                            • Channels to Market

                                                                                                                              • Key points
                                                                                                                                • Web becomes default research tool
                                                                                                                                  • Figure 26: Sources used to get information on last package holiday, 2005-09
                                                                                                                                  • Figure 27: Sources used to get information on last independent holiday, 2005-09
                                                                                                                                • Return of the agent?
                                                                                                                                  • Figure 28: How last holiday abroad was booked, 2005-09
                                                                                                                                • But shop visits still in decline
                                                                                                                                  • Figure 29: Method used to book last holiday abroad, 2005-09
                                                                                                                              • Holidays Taken

                                                                                                                                • Key points
                                                                                                                                    • Figure 30: Holidays taken in last 12 months, November 2009
                                                                                                                                  • Overall holiday demographics
                                                                                                                                    • Package vs independent demographics
                                                                                                                                      • Domestic vs overseas demographics
                                                                                                                                      • Holiday Frequency

                                                                                                                                        • Key points
                                                                                                                                            • Figure 31: Number of holidays taken in past 12 months, November 2009
                                                                                                                                          • The demographics of holiday frequency
                                                                                                                                            • Multiple holidaymakers
                                                                                                                                            • Holiday Expenditure

                                                                                                                                              • Key points
                                                                                                                                                  • Figure 32: Domestic versus overseas spending in the last 12 months, November 2009
                                                                                                                                                • 2.4 million adults still spend £5K-plus on trips abroad
                                                                                                                                                  • Figure 33: Domestic holiday spending 2007 vs 2009
                                                                                                                                                  • Figure 34: Overseas holiday spending 2007 vs 2009
                                                                                                                                                • Overseas spend down but £3K-plus payers less affected
                                                                                                                                                  • Demographics of spend
                                                                                                                                                  • Holidays Taken Overseas

                                                                                                                                                    • Key points
                                                                                                                                                      • Family and beach holidays still top
                                                                                                                                                        • Figure 35: Type of overseas holiday taken in last 12 months, 2007 v s 2009
                                                                                                                                                    • Overseas Holiday Intentions

                                                                                                                                                      • Key points
                                                                                                                                                        • 2010 growth potential
                                                                                                                                                          • Figure 36: Overseas holiday intentions for next 12 months, November 2009
                                                                                                                                                          • Figure 37: type of overseas holidays taken in last 12 months and overseas holiday intentions for next 12 months, November 2009
                                                                                                                                                        • Half of ABC1 families plan holiday in 2010
                                                                                                                                                          • All-inclusive C1 peak
                                                                                                                                                            • Pre-family/third age city appeal
                                                                                                                                                            • Attitudes Towards Holidays

                                                                                                                                                              • Key points
                                                                                                                                                                • The age of travel
                                                                                                                                                                  • Figure 38: Attitudes towards holidays, 2007 vs 2009
                                                                                                                                                                • Less guilty
                                                                                                                                                                  • Agelessness and authenticity
                                                                                                                                                                    • Cost issues
                                                                                                                                                                      • Ethical issues
                                                                                                                                                                        • The journey itself
                                                                                                                                                                        • Attitudes Towards Holiday Expenditure

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Figure 39: Attitudes towards holiday expenditure, 2007 vs 2009
                                                                                                                                                                          • Holidays are a luxury…
                                                                                                                                                                            • … but not for M&S shoppers
                                                                                                                                                                              • Know your rights
                                                                                                                                                                              • Targeting Opportunities – Attitudes Towards Holidays

                                                                                                                                                                                • Key points
                                                                                                                                                                                    • Figure 40: Attitudes towards holidays, by most popular holidays taken in last 12 months, November 2009
                                                                                                                                                                                    • Figure 41: Attitudes towards holidays, by next most popular holidays taken in last 12 months, November 2009
                                                                                                                                                                                    • Figure 42: Attitudes towards holidays, by least popular holidays taken in last 12 months, November 2009
                                                                                                                                                                                  • Ageless independents and package planners
                                                                                                                                                                                    • Playing the green card
                                                                                                                                                                                      • Boomers in bikinis?
                                                                                                                                                                                        • Figure 43: Attitudes towards holidays, by most popular overseas holiday intentions for next 12 months, November 2009
                                                                                                                                                                                        • Figure 44: Attitudes towards holidays, by next most popular overseas holiday intentions for next 12 months, November 2009
                                                                                                                                                                                      • Irresponsible AI holidaymakers?
                                                                                                                                                                                        • Most affected
                                                                                                                                                                                          • Further AI influx
                                                                                                                                                                                            • Figure 45: Type of overseas holiday taken in last 12 months, by overseas holiday intentions for next 12 months, November 2009
                                                                                                                                                                                        • Targeting Opportunities – Attitudes towards Holiday Expenditure

                                                                                                                                                                                          • Overseas priority
                                                                                                                                                                                            • Figure 46: Attitudes towards holiday expenditure, by most popular holidays taken in last 12 months, November 2009
                                                                                                                                                                                            • Figure 47: Attitudes towards holiday expenditure, by next most popular holidays taken in last 12 months, November 2009
                                                                                                                                                                                          • Domestic switchers
                                                                                                                                                                                            • Figure 48: Attitudes towards holiday expenditure, by most popular number of holidays taken in past 12 months, November 2009
                                                                                                                                                                                          • City breaks vulnerable
                                                                                                                                                                                            • Figure 49: Attitudes towards holiday expenditure, by most popular overseas holiday intentions for next 12 months, November 2009
                                                                                                                                                                                          • Third age travel ‘drug’
                                                                                                                                                                                            • Figure 50: Attitudes towards holiday expenditure, by most popular attitudes towards holidays, November 2009
                                                                                                                                                                                            • Figure 51: Attitudes towards holiday expenditure, by next most popular attitudes towards holidays, November 2009
                                                                                                                                                                                        • Appendix – Holidays Taken

                                                                                                                                                                                            • Figure 52: Most popular holidays taken in last 12 months, by demographics, November 2009
                                                                                                                                                                                            • Figure 53: Next most popular holidays taken in last 12 months, by demographics, November 2009
                                                                                                                                                                                            • Figure 54: Other holidays taken in last 12 months, by demographics, November 2009
                                                                                                                                                                                        • Appendix – Holiday Frequency

                                                                                                                                                                                            • Figure 55: Most popular number of holidays taken in past 12 months, by demographics, November 2009
                                                                                                                                                                                            • Figure 56: Next most popular number of holidays taken in past 12 months, by demographics, November 2009
                                                                                                                                                                                        • Appendix – Holiday Expenditure

                                                                                                                                                                                            • Figure 57: Domestic holiday spending in the last 12 months, by demographics, November 2009
                                                                                                                                                                                            • Figure 58: Overseas holiday spending in the last 12 months, November 2009
                                                                                                                                                                                        • Appendix – Holidays Taken Overseas

                                                                                                                                                                                            • Figure 59: Type of overseas holiday taken in last 12 months, by demographics, November 2009
                                                                                                                                                                                        • Appendix – Overseas Holiday Intentions

                                                                                                                                                                                            • Figure 60: Most popular overseas holiday intentions for next 12 months, by demographics, November 2009
                                                                                                                                                                                            • Figure 61: Next most popular overseas holiday intentions for next 12 months, by demographics, November 2009
                                                                                                                                                                                        • Appendix – Attitudes towards Holidays

                                                                                                                                                                                            • Figure 62: Most popular attitudes towards holidays, by demographics, November 2009
                                                                                                                                                                                            • Figure 63: Next most popular attitudes towards holidays, by demographics, November 2009
                                                                                                                                                                                        • Appendix – Attitudes towards Holiday Expenditure

                                                                                                                                                                                            • Figure 64: Most popular attitudes towards holiday expenditure, by demographics, November 2009
                                                                                                                                                                                            • Figure 65: Next most popular attitudes towards holiday expenditure, by demographics, November 2009

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • Adventure Company (The)
                                                                                                                                                                                        • Air France
                                                                                                                                                                                        • Air Travel Organisers' Licensing (ATOL)
                                                                                                                                                                                        • Airtours Holidays
                                                                                                                                                                                        • Alan Rogers Guides
                                                                                                                                                                                        • Alitalia - Linee Aeree Italiane S.p.A.
                                                                                                                                                                                        • Asda Group Ltd
                                                                                                                                                                                        • Automobile Association (AA)
                                                                                                                                                                                        • Avis Europe plc
                                                                                                                                                                                        • Avro plc
                                                                                                                                                                                        • AXA UK plc
                                                                                                                                                                                        • Belgium Railways SNCB-NMBS
                                                                                                                                                                                        • Bluewater Shopping Centre
                                                                                                                                                                                        • British Airways Plc
                                                                                                                                                                                        • British Market Research Bureau (BMRB)
                                                                                                                                                                                        • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                        • Butlins Skyline Limited
                                                                                                                                                                                        • Carnival Corporation
                                                                                                                                                                                        • CarRentals.com
                                                                                                                                                                                        • Center Parcs
                                                                                                                                                                                        • Citalia Holidays Ltd
                                                                                                                                                                                        • Civil Aviation Authority
                                                                                                                                                                                        • Co-operative Group
                                                                                                                                                                                        • Cosmos Group (Globus group of companies)
                                                                                                                                                                                        • Cosmos Tourama
                                                                                                                                                                                        • Cresta Holidays Limited
                                                                                                                                                                                        • Crystal Holidays
                                                                                                                                                                                        • CV Travel
                                                                                                                                                                                        • Deutsche Bahn
                                                                                                                                                                                        • Deutsche Lufthansa AG
                                                                                                                                                                                        • Direct Holidays
                                                                                                                                                                                        • Euro Disney S.C.A.
                                                                                                                                                                                        • Eurostar UK Ltd
                                                                                                                                                                                        • Eurotunnel Shuttle Services
                                                                                                                                                                                        • Expedia.co.uk
                                                                                                                                                                                        • First Choice Holidays & Flights Ltd
                                                                                                                                                                                        • Flight Centre (UK) Ltd
                                                                                                                                                                                        • Freedom Flights
                                                                                                                                                                                        • Freeview
                                                                                                                                                                                        • Gfk NOP
                                                                                                                                                                                        • Gold Medal Travel Group PLC
                                                                                                                                                                                        • Google UK
                                                                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                                                                        • GreenBee
                                                                                                                                                                                        • Halifax Mortgage Services
                                                                                                                                                                                        • Hayes & Jarvis (Travel) Ltd
                                                                                                                                                                                        • Hays Travel Ltd
                                                                                                                                                                                        • HM Revenue & Customs
                                                                                                                                                                                        • Hoseasons Holidays Ltd
                                                                                                                                                                                        • Hotelplan Limited
                                                                                                                                                                                        • Hotwire
                                                                                                                                                                                        • House of Fraser Plc
                                                                                                                                                                                        • International Air Transport Association
                                                                                                                                                                                        • J. Sainsbury
                                                                                                                                                                                        • John Lewis Partnership
                                                                                                                                                                                        • Keycamp
                                                                                                                                                                                        • Kirker Travel Ltd
                                                                                                                                                                                        • Kuoni Travel Ltd
                                                                                                                                                                                        • lastminute.com plc
                                                                                                                                                                                        • Lonely Planet Publications
                                                                                                                                                                                        • Market & Opinion Research International (MORI)
                                                                                                                                                                                        • Marks & Spencer
                                                                                                                                                                                        • Monarch Airlines
                                                                                                                                                                                        • MoneySupermarket.com Limited
                                                                                                                                                                                        • MyTravel Group plc
                                                                                                                                                                                        • National Lottery Commission
                                                                                                                                                                                        • Nectar
                                                                                                                                                                                        • Neilson Active Holidays Limited
                                                                                                                                                                                        • Octopus Travel Group Ltd
                                                                                                                                                                                        • Office for National Statistics
                                                                                                                                                                                        • Olympic Holidays
                                                                                                                                                                                        • Opodo Limited
                                                                                                                                                                                        • P&O Ferries
                                                                                                                                                                                        • Panorama Holidays
                                                                                                                                                                                        • Passenger Shipping Association [PSA]
                                                                                                                                                                                        • Peregrine Adventures
                                                                                                                                                                                        • Pierre & Vacances
                                                                                                                                                                                        • Portland Holidays Direct
                                                                                                                                                                                        • Post Office Counters Ltd
                                                                                                                                                                                        • Priceline.com Incorporated
                                                                                                                                                                                        • Rail Europe Group Ltd
                                                                                                                                                                                        • Responsible Travel
                                                                                                                                                                                        • Ryanair Holdings plc
                                                                                                                                                                                        • Saga Holidays
                                                                                                                                                                                        • Sentido Hotels & Resorts
                                                                                                                                                                                        • Simply Travel
                                                                                                                                                                                        • Skyscanner Ltd
                                                                                                                                                                                        • Société Nationale des Chemins de Fer Français
                                                                                                                                                                                        • Somerfield
                                                                                                                                                                                        • Sovereign Holidays
                                                                                                                                                                                        • STA Travel
                                                                                                                                                                                        • Sunsail
                                                                                                                                                                                        • Sunset Faraway Holidays
                                                                                                                                                                                        • Superbreak Mini Holidays
                                                                                                                                                                                        • Teletext Holidays
                                                                                                                                                                                        • Tesco Plc
                                                                                                                                                                                        • The Hertz Corporation
                                                                                                                                                                                        • The Real Gap Experience
                                                                                                                                                                                        • The Sunday Times
                                                                                                                                                                                        • Thomas Cook Group PLC
                                                                                                                                                                                        • Thomson Holidays
                                                                                                                                                                                        • Thomsonfly
                                                                                                                                                                                        • Tiscali UK
                                                                                                                                                                                        • Trailfinders Travel
                                                                                                                                                                                        • Travelworld Vacations Ltd
                                                                                                                                                                                        • Travelzoo (Europe) Ltd
                                                                                                                                                                                        • TripAdvisor LLC
                                                                                                                                                                                        • TUI Travel PLC
                                                                                                                                                                                        • TUI UK
                                                                                                                                                                                        • Twitter, Inc.
                                                                                                                                                                                        • Virgin Blue Holdings Ltd
                                                                                                                                                                                        • Virgin Holidays
                                                                                                                                                                                        • Voyages Jules Verne
                                                                                                                                                                                        • Waitrose
                                                                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                                                                        • YouTube, Inc.

                                                                                                                                                                                        Holidays - Attitudes and the Impact of Recession - UK - January 2010

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