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Holidays on the Internet - UK - July 2011

“Online security and putting together holidays easily are key issues for consumers, while how best to address UGC (User Generated Content) reviews and the potential impact of Google Travel are particular concerns for operators. Meanwhile, improved infrastructure in the UK and the rise of mobile facilities should ensure that holidays on the internet continue to grow in importance on both sides of the supply/demand relationship.”

– Tom Rees, Senior Travel and Tourism Analyst

In this report we answer the key questions:

Which technological developments are most likely to benefit holidays on the internet?

What is the potential impact of ‘Google Travel’?

Is the UK’s aging population a problem?

Are online reviews a positive or a negative?

Are consumers worried about online security, and what are the implications?

Definition:

Holidays on the Internet looks at internet research, partial or full booking made online, and online actions during and after a holiday of one night or more in duration.

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

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Volume forecast of domestic holidays bought online, 2006-16
              • Figure 2: Volume forecast of overseas holidays bought online, 2006-16
            • Online leisure
              • Figure 3: Change in percentage of consumers making leisure purchases online in the last three months, April 2009 vs April 2011
            • Agent, phone, online
              • Figure 4: Method used to book holidays, 2010
            • Market factors
              • Online for info
                • Figure 5: Broadband penetration, 2004-10
                • Figure 6: Sources of information used for holidays, 2010
              • Internet improving
                • March of mobile
                  • Google steps in
                    • Companies, brands and innovation
                      • Expedia leads OTAs…
                        • Figure 7: Top five online travel agents by total unique visitors, May 2011
                      • … and all across ‘travel’
                        • Figure 8: Top 10 online travel brands by total unique visitors, May 2011
                      • Online innovations ongoing
                        • The consumer
                          • Figure 9: Holiday bookings, April 2011
                        • Flight/transportation most likely online
                          • Figure 10: Holidays/parts of holidays booked online, April 2011
                        • Online on holiday
                          • Figure 11: Online activities on/after holiday, April 2011
                        • What we think
                        • Issues in the Market

                            • Which technological developments are most likely to benefit holidays on the internet?
                              • What is the potential impact of ‘Google Travel’?
                                • Is the UK’s aging population a problem?
                                  • Are online reviews a positive or a negative?
                                    • Are consumers worried about online security, and what are the implications?
                                    • Future Opportunities

                                        • Trend: Totophobia
                                          • Trend: Switch Off
                                          • Internal Market Environment

                                            • Key points
                                              • Holidays fall further
                                                • Figure 12: Domestic vs overseas holidays, 2005-10
                                                • Figure 13: Domestic vs overseas holidays expenditure, 2005-10
                                              • Two or three trips most common
                                                • Figure 14: Number of holidays taken, 2010
                                              • Broadband Britain
                                                • Figure 15: Broadband penetration, by demographics, 2004-10
                                                • Figure 16: Sources of information used for holidays, 2010
                                                • Figure 17: How people book holidays/short breaks, 2010
                                              • ‘Superfast’, on the move and Google
                                                • Fibre-optic future
                                                  • Smartphone surge
                                                    • Figure 18: Trends in mobile phone features owned and used, 2005-10
                                                  • ‘Google Travel’
                                                    • Reviews and reactions
                                                      • Safety first
                                                        • Groupon to go
                                                        • Broader Market Environment

                                                          • Key points
                                                            • GDP growth flat, consumer confidence struggles
                                                              • Figure 19: GDP quarterly percentage change, Q1 2004-Q1 2011
                                                              • Figure 20: GfK NOP Consumer Confidence Index, January 1988-May 2011
                                                            • Silver surfers to increase
                                                              • Figure 21: Trends in the age structure of the UK population, 2006-16
                                                              • Figure 22: Forecast adult population trends, by lifestage, 2006-16
                                                            • AB advance
                                                              • Figure 23: Forecast adult population trends, by socio-economic group, 2006-16
                                                            • Pound performs poorly
                                                              • Figure 24: Annual average exchange rates for sterling, 2007-11
                                                          • Competitive Context

                                                            • Key points
                                                              • Percentage that purchase falls
                                                                • Figure 25: Purchases made online in the last three months, April 2009-April 2011
                                                                • Figure 26: Method used to book holidays, 2010
                                                                • Figure 27: Method used to book holidays, overseas and domestic holidaymakers, 2010
                                                              • Holiday intentions still high
                                                                • Figure 28: Most important spending priorities for 2011, January 2011
                                                            • Who's Innovating?

                                                              • Key points
                                                                • Finding flights
                                                                  • Social engagement
                                                                    • Accommodation auctions
                                                                      • Choose your room
                                                                        • My garden is your garden
                                                                          • Point of purchase
                                                                            • Opaque booking
                                                                              • Online in flight...
                                                                                • ...and in hotels
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Going online to get away
                                                                                      • Figure 29: Domestic holidays bought online, 2006-16
                                                                                      • Figure 30: Overseas holidays bought online, 2006-16
                                                                                    • The future
                                                                                      • Forecasts
                                                                                        • Figure 31: Volume forecast of domestic holidays bought online, 2006-16
                                                                                        • Figure 32: Value forecast of domestic holidays bought online, 2006-16
                                                                                        • Figure 33: Volume forecast of overseas holidays bought online, 2006-16
                                                                                        • Figure 34: Value forecast of overseas holidays bought online, 2006-16
                                                                                      • Forecast methodology
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Online ‘others’
                                                                                            • Figure 35: Type of holiday booked, 2010
                                                                                          • Countries and cities
                                                                                            • Figure 36: Destinations visited on holiday, 2010
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • Expedia exceeds rivals online
                                                                                              • Figure 37: Top 50 online travel brands by total unique visitors, May 2010-May 2011
                                                                                            • OTAs on top
                                                                                              • Figure 38: Top 10 online travel agents by total unique visitors, May 2010-May 2011
                                                                                          • Companies and Products

                                                                                              • Expedia
                                                                                                  • Figure 39: Key financials for Expedia.com Limited, 2008-09
                                                                                                • Gogobot
                                                                                                  • Kayak
                                                                                                    • Skyscanner
                                                                                                        • Figure 40: Key financials of Skyscanner Ltd, 2009-10
                                                                                                      • Travel Blog
                                                                                                        • Travelrepublic.co.uk
                                                                                                            • Figure 41: Key financials for Travel Republic Limited, 2009-10
                                                                                                          • TripAdvisor
                                                                                                            • TripIt
                                                                                                              • Viator
                                                                                                                • WAYN
                                                                                                                • Online Holiday Bookings

                                                                                                                  • Key points
                                                                                                                    • Three in four who went away booked something online
                                                                                                                      • Figure 42: Holiday bookings, April 2011
                                                                                                                    • Age of online
                                                                                                                      • Independent days
                                                                                                                        • Figure 43: Holidays taken in the last 12 months, by holiday bookings, April 2011
                                                                                                                    • Online Holiday Research

                                                                                                                      • Key points
                                                                                                                        • Reviews top research
                                                                                                                          • Figure 44: Online researching of holidays, April 2011
                                                                                                                        • Amateur vs professional
                                                                                                                          • Online viewing
                                                                                                                          • Online Booking Specifics

                                                                                                                            • Key points
                                                                                                                              • Transport flies high
                                                                                                                                • Figure 45: Holidays/parts of holidays booked online, April 2011
                                                                                                                              • Full-service flights for the ABs
                                                                                                                                • Hotels bookings online
                                                                                                                                  • Package booking families
                                                                                                                                    • Researching vs booking
                                                                                                                                      • Figure 46: Holidays/parts of holidays booked online, by most popular methods of researching holidays online, April 2011
                                                                                                                                      • Figure 47: Holidays/parts of holidays booked online, by next most popular online planning/researching of holidays April 2011
                                                                                                                                  • Online Activities On/After Holiday

                                                                                                                                    • Key points
                                                                                                                                      • Away, online, after, on email
                                                                                                                                        • Figure 48: Online activities on/after holiday, April 2011
                                                                                                                                      • Men more likely
                                                                                                                                        • Reviews, parents and positivity
                                                                                                                                          • Social networking ubiquity
                                                                                                                                            • Figure 49: Online activities on/after holiday, by holiday bookings, April 2011
                                                                                                                                          • Package posters
                                                                                                                                            • Figure 50: Online activities on/after holiday, by selected holidays/parts of holidays booked online, April 2011
                                                                                                                                        • Attitudes Towards Holidays on the Internet

                                                                                                                                          • Key points
                                                                                                                                            • Price and value are particular plus points
                                                                                                                                              • Figure 51: Attitudes towards holidays on the internet, April 2011
                                                                                                                                            • Gender gap on research/reservations
                                                                                                                                              • Value and reviews
                                                                                                                                                • Family focus
                                                                                                                                                  • Low-income caution
                                                                                                                                                    • Online bookers believe value advantage
                                                                                                                                                      • Figure 52: Attitudes towards holidays on the internet, by holiday bookings, April 2011
                                                                                                                                                    • Price research unaffected by specific booking
                                                                                                                                                      • Figure 53: Attitudes towards holidays on the internet, by selected holidays/parts of holidays booked online, April 2011
                                                                                                                                                  • Targeting Opportunities

                                                                                                                                                    • Key points
                                                                                                                                                      • Target groups
                                                                                                                                                        • Figure 54: Holidays on the internet target groups, April 2011
                                                                                                                                                      • Reviewers
                                                                                                                                                        • DIY
                                                                                                                                                          • Offline
                                                                                                                                                            • Unengaged
                                                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                                                • Figure 55: Domestic holidays on the internet market volume and forecast, best and worst case scenarios, 2011-16
                                                                                                                                                                • Figure 56: Domestic holidays on the internet market value and forecast, best and worst case scenarios, 2011-16
                                                                                                                                                                • Figure 57: Overseas holidays on the internet market volume and forecast, best and worst case scenarios, 2011-16
                                                                                                                                                                • Figure 58: Overseas holidays on the internet market value and forecast, best and worst case scenarios, 2011-16
                                                                                                                                                            • Appendix – Online Holiday Booking

                                                                                                                                                                • Figure 59: Holiday bookings, by demographics, April 2011
                                                                                                                                                            • Appendix – Online Holiday Research

                                                                                                                                                                • Figure 60: Most popular online planning/research of holidays, by demographics, April 2011
                                                                                                                                                                • Figure 61: Next most popular online planning/research of holidays, by demographics, April 2011
                                                                                                                                                            • Appendix – Online Booking Specifics

                                                                                                                                                                • Figure 62: Most popular holidays/parts of holidays booked online, by demographics, April 2011
                                                                                                                                                                • Figure 63: Next most popular holidays/parts of holidays booked online, by demographics, April 2011
                                                                                                                                                                • Figure 64: Least popular holidays/parts of holidays booked online, by demographics, April 2011
                                                                                                                                                            • Appendix – Online Activities On/After Holiday

                                                                                                                                                                • Figure 65: Online activities on/after holiday, by most popular online planning/research of holidays, April 2011
                                                                                                                                                                • Figure 66: Online activities on/after holiday, by next most popular online planning/research of holidays, April 2011
                                                                                                                                                                • Figure 67: Online activities on/after holiday, by next most popular holidays/parts of holidays booked online, April 201 1
                                                                                                                                                                • Figure 68: Online activities on/after holiday, by other holidays/parts of holidays booked online, April 2011
                                                                                                                                                                • Figure 69: Online activities on/after holiday, by least popular holidays/parts of holidays booked online, April 2011
                                                                                                                                                                • Figure 70: Most popular online activities while on holiday, by demographics, April 2011
                                                                                                                                                                • Figure 71: Next most popular online activities while on holiday, by demographic, April 2011
                                                                                                                                                                • Figure 72: Online activities after my holiday, by demographics, April 2011
                                                                                                                                                            • Appendix – Attitudes Towards Holidays on the Internet

                                                                                                                                                                • Figure 73: Attitudes towards holidays on the internet, by most popular online planning/research of holidays, April 2011
                                                                                                                                                                • Figure 74: Attitudes towards holidays on the internet, by next most popular online planning/research of holidays, April 2011
                                                                                                                                                                • Figure 75: Attitudes towards holidays on the internet, by next most popular holidays/parts of holidays booked online, April 2011
                                                                                                                                                                • Figure 76: Attitudes towards holidays on the internet, by other holidays/parts of holidays booked online, April 2011
                                                                                                                                                                • Figure 77: Attitudes towards holidays on the internet, by least popular holidays/parts of holidays booked online, April 2011
                                                                                                                                                                • Figure 78: Attitudes towards holidays on the internet, by most popular online activities while on holiday, April 2011
                                                                                                                                                                • Figure 79: Attitudes towards holidays on the internet, by next most popular online activities while on holiday, April 2011
                                                                                                                                                                • Figure 80: Attitudes towards holidays on the internet, by most popular online activities after my holiday, April 2011
                                                                                                                                                                • Figure 81: Attitudes towards holidays on the internet, by next most popular online activities after my holiday, April 2011
                                                                                                                                                                • Figure 82: Most popular attitudes towards holidays on the internet, by demographics April 2011
                                                                                                                                                                • Figure 83: Next most popular attitudes towards holidays on the internet, by demographics April 2011
                                                                                                                                                            • Appendix – Targeting Opportunities

                                                                                                                                                                • Figure 84: Attitudes towards holidays on the internet, by target groups, April 2011
                                                                                                                                                                • Figure 85: Holiday bookings, by target groups, April 2011
                                                                                                                                                                • Figure 86: Holidays/parts of holidays booked online, by target groups April 2011
                                                                                                                                                                • Figure 87: Online activities on/after holiday, by target groups, April 2011
                                                                                                                                                                • Figure 88: Target groups, by demographics, April 2011

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Accor
                                                                                                                                                            • Air France-KLM Group
                                                                                                                                                            • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                            • Amazon.co.uk
                                                                                                                                                            • American Express Company (The)
                                                                                                                                                            • AOL
                                                                                                                                                            • Apple Computer UK Ltd
                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                            • Association of British Travel Agents (The)
                                                                                                                                                            • Bank of England
                                                                                                                                                            • Best Western International Inc.
                                                                                                                                                            • Betfred.com
                                                                                                                                                            • Bourne Leisure Group
                                                                                                                                                            • British Airport Authority
                                                                                                                                                            • British Airways Plc
                                                                                                                                                            • British Midland Airways Ltd
                                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                            • BT Group plc
                                                                                                                                                            • Butlins Skyline Limited
                                                                                                                                                            • Carlson Companies Inc.
                                                                                                                                                            • Center Parcs
                                                                                                                                                            • Cheapflights.co.uk
                                                                                                                                                            • Club Méditerranée S.A.
                                                                                                                                                            • Co-operative Group
                                                                                                                                                            • Comic Relief UK
                                                                                                                                                            • easyJet Airline Company Limited
                                                                                                                                                            • Easyvoyage
                                                                                                                                                            • Eurostar UK Ltd
                                                                                                                                                            • Expedia Inc.
                                                                                                                                                            • Expedia.co.uk
                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                            • Ferries Trains Planes Ltd
                                                                                                                                                            • First Choice Holidays & Flights Ltd
                                                                                                                                                            • FirstGroup plc
                                                                                                                                                            • Flickr
                                                                                                                                                            • Flight Centre (UK) Ltd
                                                                                                                                                            • FlyBE
                                                                                                                                                            • Freeview
                                                                                                                                                            • Gfk NOP
                                                                                                                                                            • Go-Ahead Group
                                                                                                                                                            • Google UK
                                                                                                                                                            • Government Actuary's Department (GAD)
                                                                                                                                                            • Groupon, Inc.
                                                                                                                                                            • Hilton Group plc
                                                                                                                                                            • Holidaybreak plc
                                                                                                                                                            • HomeAway Inc
                                                                                                                                                            • Hostelworld.com Ltd
                                                                                                                                                            • Hotelopia
                                                                                                                                                            • Hotwire
                                                                                                                                                            • InterContinental Hotels Group PLC
                                                                                                                                                            • International Gay & Lesbian Travel Association
                                                                                                                                                            • International Travel Association (ITA)/Eurotours GmbH
                                                                                                                                                            • Intrepid Travel
                                                                                                                                                            • Ipsos MORI
                                                                                                                                                            • J. Sainsbury
                                                                                                                                                            • Jet2.com
                                                                                                                                                            • JetBlue Airways Corporation
                                                                                                                                                            • Kantar Media
                                                                                                                                                            • Kayak Software Corporation
                                                                                                                                                            • Ladbrokes Ltd
                                                                                                                                                            • Laterooms Ltd
                                                                                                                                                            • Lexmark International, Inc.
                                                                                                                                                            • Lidl (UK)
                                                                                                                                                            • LinkedIn
                                                                                                                                                            • Lonely Planet Publications
                                                                                                                                                            • Lowcost Travel Group
                                                                                                                                                            • Marks & Spencer
                                                                                                                                                            • Marriott International, Inc.
                                                                                                                                                            • Meridian Line Travel
                                                                                                                                                            • Microsoft Ltd (UK)
                                                                                                                                                            • mmO2 plc
                                                                                                                                                            • Momondo
                                                                                                                                                            • MSN UK
                                                                                                                                                            • National Express Limited
                                                                                                                                                            • Netto Foodstores Ltd
                                                                                                                                                            • Nokia Corporation (UK)
                                                                                                                                                            • Ocado
                                                                                                                                                            • Ofcom
                                                                                                                                                            • Opodo Limited
                                                                                                                                                            • Orange plc (UK)
                                                                                                                                                            • Orbitz Inc.
                                                                                                                                                            • P&O Ferries
                                                                                                                                                            • Premier Travel Inn
                                                                                                                                                            • Priceline.com Incorporated
                                                                                                                                                            • Radisson Hotels & Resorts
                                                                                                                                                            • Research in Motion Uk Ltd.
                                                                                                                                                            • Ryanair Holdings plc
                                                                                                                                                            • SAS AB
                                                                                                                                                            • SideStep Inc.
                                                                                                                                                            • Skype Technologies S.A.
                                                                                                                                                            • Skyscanner Ltd
                                                                                                                                                            • Stagecoach Group plc
                                                                                                                                                            • Sustainable Travel International
                                                                                                                                                            • T-Mobile (UK) Ltd
                                                                                                                                                            • Teletext Holidays
                                                                                                                                                            • Tesco Plc
                                                                                                                                                            • The Globespan Group plc
                                                                                                                                                            • The Trainline Store
                                                                                                                                                            • Thomas Cook Group PLC
                                                                                                                                                            • Thomson Holidays
                                                                                                                                                            • Travel Republic
                                                                                                                                                            • Travelocity.com L.P.
                                                                                                                                                            • Travelodge
                                                                                                                                                            • Travelzoo (Europe) Ltd
                                                                                                                                                            • TripAdvisor LLC
                                                                                                                                                            • TripIt
                                                                                                                                                            • TUI UK
                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                            • Viator
                                                                                                                                                            • Virgin Atlantic Airways Limited
                                                                                                                                                            • Virgin Holidays
                                                                                                                                                            • Virgin Media Ltd
                                                                                                                                                            • Virgin Mobile
                                                                                                                                                            • Virgin Travel Group
                                                                                                                                                            • Vodafone Group Plc (UK)
                                                                                                                                                            • Waitrose
                                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                                            • Wyndham Worldwide Corporation
                                                                                                                                                            • Yahoo! UK & Ireland

                                                                                                                                                            Holidays on the Internet - UK - July 2011

                                                                                                                                                            £1,995.00 (Excl.Tax)