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Holidays to Italy - UK - September 2010

This report examines the future of holidays to Italy, looking at consumer trends, innovations of relevance, the market environment, the country’s competition and includes exclusive consumer research on the frequency of, types of holiday taken in and attitudes regarding holidaying in Italy.

  • Holidays to Italy were hit particularly hard by the recession and began falling in number in 2008, before the majority of overseas destinations saw any negative change year on year. In 2009 volume fell further, dropping by a whole quarter, far outpacing the near 16% drop across all overseas destinations. In expenditure terms, the market lost over a fifth of its value in 2009.
  • Almost four in ten consumers have holidayed in Italy at some point, and approximately one in four have holidayed in the country in the last five years. Holidaymakers to Italy are most likely to be older, to have household income of £50,000 or above and to have no dependent children in their household – 40% of such people have visited the country vs 29% of those with kids at home.
  • One in fourteen respondents say they are more likely to visit in 2010/11 than they were in 2008/09. Overall, almost one in three consumers would like to visit Italy in future but have not yet been to the country (rising to over one in two 15-24-year-olds).
  • The currently under-served (in holiday terms) but growing single population of the UK are particularly keen on holidays to Italy – over four in ten have never been to Italy but want to in the future, compared with three in ten consumers overall. One-person households are forecast to grow to over 35% of the total by 2015, and the Office for National Statistics forecasts the single-person population of England and Wales will reach 45% of the total by 2031.
  • Overall, holidays to Italy were approximately 6% more expensive than the average overseas trip in 2009, with rivals such as Spain, France and (increasingly) non-eurozone destinations significantly cheaper. A developing package market to 2007 was dealt a severe blow by the recession, with the downturn-caused concentration in the market of wealthier, more likely independent holidaymakers shrinking packages to 30% of all holidays in 2009/10.
  • Consumers who have never been to Italy and think themselves unlikely to go in future are most likely put off by expense (and the perception of expense). Almost half of all people from households earning under £15,500 per year fall into this group, for example, compared to less than one in ten £50,000-plus earners.

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definitions
          • Abbreviations
          • Future Opportunities

              • Trend: Who are the Joneses?
                • Trend: Reviewing and Evaluating
                • Market in Brief

                  • Boom turns to bust
                    • Recession cuts to the core
                      • Online and independent
                        • ABs, singles and 15-24s
                          • Expense and language worries
                          • Internal Market Environment

                            • Key points
                              • Recession hits overseas holidays hardest
                                • Figure 1: Domestic vs overseas holidays, 2005-10
                                • Figure 2: Domestic and overseas holidays expenditure, 2005-10
                                • Figure 3: Average spend per trip, 2005-10
                                • Figure 4: Inclusive holidays versus independent holidays abroad, by volume, 2005-10
                              • Break time is over
                                • Figure 5: Percentage of adults booking UK and overseas holidays, 2009
                              • Where in the world?
                                • Figure 6: Outbound holiday visits, by region visited, 2005-09
                                • Figure 7: Outbound holiday visits share of market, by region visited, 2005-09
                              • Italy fourth for UK’s holidays
                                • Figure 8: Top 25 holiday destinations, by number of visits, 2005-09
                              • Magic Italy
                              • Broader Market Environment

                                • Key points
                                  • Cuts and bruises
                                    • Figure 9: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                  • Ageing along
                                    • Figure 10: Trends in the age structure of the UK population, by gender, 2005-15
                                  • Itali-ABs
                                    • Figure 11: Forecast adult population trends, by socio-economic group, 2005-15
                                  • Single potential
                                    • Figure 12: UK households, by size, 2005-15
                                  • Online dominance
                                    • Figure 13: Broadband penetration, by demographics, 2005-10
                                  • Discount zone
                                    • Figure 14: Annual average exchange rates for Sterling, 2005-10
                                • Competitive Context

                                  • Key points
                                    • Top five constant
                                      • Figure 15: Top ten holiday destinations, by number of visits, 2005 and 2009
                                      • Figure 16: Top five holiday destinations, by visits, 2005-09
                                    • Italy expenditure grows
                                      • Figure 17: Top ten holiday destinations, by spend, 2005 and 2009
                                      • Figure 18: Average spend per trip – Italy, Spain and France, 2005-09
                                  • Strengths and Weaknesses in the Market

                                      • Strengths
                                        • ABs to increase
                                          • Ageing advantage
                                            • Young adults keen
                                              • Single potential
                                                • Weaknesses
                                                  • Euro strength
                                                    • Relative expense
                                                      • 15-24s shrink
                                                        • Food and drink appeal falls
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Italiair
                                                              • Food for thought
                                                                • Hotels – new, renewed and prehistoric
                                                                  • Cruising from the UK and around the world
                                                                    • Fighting festivals and ex-con guides
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Recession hits hard
                                                                          • Figure 19: Volume and value of holidays to Italy, 2005-15
                                                                        • Short breaks suffer
                                                                          • Figure 20: Average length of stay, spend per visit and per day by holiday visits to Italy, 2005-10
                                                                          • Figure 21: Number of nights taken for last holiday to Italy, 2005-09
                                                                        • Independently minded
                                                                          • Figure 22: Inclusive tours versus independent holidays to Italy, by volume, 2005-10
                                                                          • Figure 23: Inclusive tours versus independent holidays to Italy, by value, 2005-10
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Recession rebalances accommodation
                                                                            • Figure 24: Type of accommodation used for last holiday to Italy, 2005-09
                                                                          • Budget breaks shrink
                                                                            • Figure 25: Trends in total cost of holiday (excluding spending money), 2005-09
                                                                          • Internet plus friends and family for research
                                                                            • Figure 26: Sources of information used for last holiday, 2005-09
                                                                          • The few
                                                                            • Figure 27: Number of group members on holiday to Italy, 2005-09
                                                                        • Market Share

                                                                          • Key points
                                                                            • Lazio holds top spot by visitors...
                                                                              • Figure 28: British visits to Italy, by region, 2005-08
                                                                            • …but loses out in visitor days
                                                                              • Figure 29: British visitor days to Italy, by region, 2005-08
                                                                          • Companies and Products

                                                                            • Alitalia
                                                                                • Figure 30: Key financials of Alitalia (CAI) Group, 2009
                                                                              • Citalia
                                                                                  • Figure 31: Key financials of Citalia Holidays Ltd, 2008 and 2009
                                                                                • Discoveritalia
                                                                                  • easyJet
                                                                                      • Figure 32: Key financials of easyJet Plc, 2008 and 2009
                                                                                    • Kirker Holidays
                                                                                        • Figure 33: Key financials of Kirker Travel Ltd, 2008 and 2009
                                                                                      • Long Travel
                                                                                        • Page & Moy
                                                                                            • Figure 34: Key financials of Page & Moy Ltd, 2007 and 2008
                                                                                          • Ryanair
                                                                                              • Figure 35: Key financials of Ryanair, 2009 and 2010
                                                                                            • Thomas Cook Group
                                                                                                • Figure 36: Key financials for Thomas Cook UK & Ireland, 2008 and 2009
                                                                                              • TUI
                                                                                                  • Figure 37: Key financials of TUI Travel Plc UK & Ireland, 2008 and 2009
                                                                                              • Channels to Market

                                                                                                • Key points
                                                                                                  • Internet Italy
                                                                                                    • Figure 38: Method of booking for last holiday to Italy, 2005-09
                                                                                                  • Offline modes benefit from recession
                                                                                                    • Figure 39: How last holiday to Italy was booked, 2005-09
                                                                                                • Holiday Visits to Italy

                                                                                                  • Key points
                                                                                                    • Italian popularity grows
                                                                                                      • Figure 40: Holiday visits to Italy, 2008 and 2010
                                                                                                    • Who goes?
                                                                                                      • Who wants to go?
                                                                                                        • No goers
                                                                                                        • Types of Holiday to Italy

                                                                                                          • Key points
                                                                                                            • Culture vultures
                                                                                                              • Figure 41: Types of holiday to Italy, 2008 and 2010
                                                                                                            • Seeking culture and sights to see
                                                                                                              • City breakers and beach bums
                                                                                                                • Which type where?
                                                                                                                  • Figure 42: Types of holiday to Italy, by most popular holiday visits to Italy, June 2010
                                                                                                              • Travel to Italy

                                                                                                                • Key points
                                                                                                                  • Flying in to Italy
                                                                                                                    • Figure 43: Travel methods used to reach Italy for a holiday, June 2010
                                                                                                                  • Out of the sky
                                                                                                                    • Stay and fly for less
                                                                                                                      • Figure 44: Travel methods used to reach Italy for a holiday, by types of holiday to Italy, June 2010
                                                                                                                  • Attitudes Towards Italy

                                                                                                                    • Key points
                                                                                                                      • Food and drink still top – but take a hit
                                                                                                                        • Figure 45: Attitudes towards holidays to Italy, 2008 and 2010
                                                                                                                      • Eat, drink
                                                                                                                        • Welcome, family
                                                                                                                          • Not going and going in future
                                                                                                                            • First timers wanted
                                                                                                                              • Figure 46: Attitudes towards holidays to Italy, by visits and non-visits, June 2010
                                                                                                                          • Targeting Opportunities

                                                                                                                            • Key points
                                                                                                                              • Target groups
                                                                                                                                • Figure 47: Holiday visits to Italy target groups, June 2010
                                                                                                                              • Itali-fans
                                                                                                                                • Demographic profile
                                                                                                                                  • Marketing message
                                                                                                                                    • Liked, But With Language Worries
                                                                                                                                      • Demographic profile
                                                                                                                                        • Marketing message
                                                                                                                                          • Italy is Not For Me
                                                                                                                                            • Demographic profile
                                                                                                                                              • Marketing message
                                                                                                                                                • Unengaged
                                                                                                                                                  • Demographic profile
                                                                                                                                                    • Marketing message
                                                                                                                                                    • Appendix – Holiday Visits to Italy

                                                                                                                                                        • Figure 48: Most popular holiday visits to Italy, by demographics, June 2010
                                                                                                                                                        • Figure 49: Next most popular holiday visits to Italy, by demographics, June 2010
                                                                                                                                                    • Appendix – Types of Holiday to Italy

                                                                                                                                                        • Figure 50: Types of holiday to Italy, by demographics, June 2010
                                                                                                                                                    • Appendix – Travel to Italy

                                                                                                                                                        • Figure 51: Travel methods used to reach Italy for a holiday, by most popular holiday visits to Italy, June 2010
                                                                                                                                                        • Figure 52: Travel methods used to reach Italy for a holiday, by demographics, June 2010
                                                                                                                                                    • Appendix – Attitudes Towards Italy

                                                                                                                                                        • Figure 53: Attitudes towards holidays to Italy, by most popular travel methods used to reach Italy for a holiday, June 2010
                                                                                                                                                        • Figure 54: Attitudes towards holidays to Italy, by region of holiday visits, June 2010
                                                                                                                                                        • Figure 55: Attitudes towards holidays to Italy, by types of holiday taken, June 2010
                                                                                                                                                        • Figure 56: Most popular attitudes towards Italy, by demographics, June 2010
                                                                                                                                                        • Figure 57: Next most popular attitudes towards Italy, by demographics, June 2010
                                                                                                                                                    • Appendix – Targeting Opportunities

                                                                                                                                                        • Figure 58: Attitudes towards Italy, by target groups, June 2010
                                                                                                                                                        • Figure 59: Holiday visits to Italy, by target groups, June 2010
                                                                                                                                                        • Figure 60: Target groups, by demographics, June 2010

                                                                                                                                                    Companies Covered

                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                    • British Airways Plc
                                                                                                                                                    • Citalia Holidays Ltd
                                                                                                                                                    • Co-operative Group
                                                                                                                                                    • Council of Mortgage Lenders
                                                                                                                                                    • Europcar International
                                                                                                                                                    • Eurotunnel Shuttle Services
                                                                                                                                                    • First Choice Holidays & Flights Ltd
                                                                                                                                                    • Gfk NOP
                                                                                                                                                    • Google UK
                                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                                    • J. Sainsbury
                                                                                                                                                    • Kantar Media
                                                                                                                                                    • Kirker Travel Ltd
                                                                                                                                                    • Long Travel Ltd
                                                                                                                                                    • Marks & Spencer
                                                                                                                                                    • Office for National Statistics
                                                                                                                                                    • Page & Moy Ltd
                                                                                                                                                    • Ryanair Holdings plc
                                                                                                                                                    • Tesco Plc
                                                                                                                                                    • Thomas Cook Group PLC
                                                                                                                                                    • Thomson Holidays
                                                                                                                                                    • Travelsphere Ltd
                                                                                                                                                    • TUI Travel PLC
                                                                                                                                                    • United Nations Educational, Scientific and Cultural Organization
                                                                                                                                                    • Waitrose
                                                                                                                                                    • Wm Morrison Supermarkets
                                                                                                                                                    • World Travel and Tourism Council (WTTC)

                                                                                                                                                    Holidays to Italy - UK - September 2010

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