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Holidays to Spain - UK - April 2010

  • The recession hit UK breaks to Spain hard. Holidays fell by over 1.7 million trips to an estimated total of 10.3 million. Despite this impact, the country remained our favourite overseas destination.
  • Six in ten adults have taken a break in Spain at some point, similar to the overall percentage of holidaymakers amongst the UK population. A core of two in ten has never been to Spain and reports no desire to go, unchanged from 2007.
  • Across 2010, both the number of holidays to Spain and overall expenditure look likely to increase as consumer confidence returns and many people consider overseas holidays once again. However, average spend on those breaks will fall as sun-seekers take advantage of cheap deals and discounts – Spain currently fares very well against other eurozone countries in value-for-money terms.
  • The aging of the UK population is not an unwelcome development for Spain. The most likely adults to visit the country are people aged 55-64, followed by adults aged 45-54. Both age groups are forecast to increase in number between now and 2015.
  • The lion’s share of holidays to Spain are booked on the internet. Between five and six in ten are arranged this way, and Independent holidays now make up over 60% of all trips.
  • Almost two in five people are likely to/may take a Spanish beach holiday in future. One in four feel the same way about a cultural/sightseeing trips, and just under one in five are interested in city breaks. However Spain’s very popularity with the British is somewhat of an Achilles’ heel, with one in five agreeing that “There are too many British people on holiday in Spain”.

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Premium Push
              • Popularity and its Price
              • Market in Brief

                • Recession and return
                  • Spain stays top
                    • Bookings, agents and the internet
                      • Future visitors...
                        • ...and intentions
                          • Fans and cost concerns
                          • Internal Market Environment

                            • Key points
                              • Recession hits overseas holidays
                                • Figure 1: Overseas holidays and expenditure, 2005-10
                              • As UK volume grows
                                • Figure 2: Domestic holidays and expenditure, 2005-10
                              • Almost seven in ten overseas holidays to Europe
                                • Figure 3: Outbound holiday visits, by region visited, 2005-09
                              • Independence days
                                • Figure 4: Independent holidays overseas, volume and expenditure, 2005-10
                                • Figure 5: Inclusive tours overseas, volume and expenditure, 2005-10
                              • Low-cost air flying high
                                • Figure 6: Scheduled passengers carried by main low-cost airlines, 2005-09
                              • The train to Spain
                                • Figure 7: Price & journey time comparison of air vs rail vs tunnel/car travel for Barcelona and Madrid, travelling February 2010
                              • Investment response
                                • A place in the Sun
                                • Broader Market Environment

                                  • Key points
                                    • It’s the economy
                                      • Figure 8: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                    • The age in Spain
                                      • Figure 9: Trends in the age structure of the UK population, by gender, 2005-15
                                    • ABs to increase
                                      • Figure 10: Forecast adult population trends, by socio-economic group, 2005-15
                                    • Third agers and retirees
                                      • Figure 11: Forecast adult population trends, by lifestage, 2005-15
                                    • Singles town
                                      • Figure 12: UK households, by size, 2005-15
                                    • Online, off to Spain
                                      • Figure 13: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2005-09
                                    • Spending priorities
                                      • Figure 14: Trends in what extra money is spent on, Nov 2009, Dec 2009 and Feb 2010
                                    • euro strength continues
                                      • Figure 15: Annual average exchange rates for Sterling against other currencies, 2006-10
                                  • Competitive Context

                                    • Key points
                                      • Spain still tops the charts
                                        • Figure 16: Top 20 overseas holiday destinations, by number of visits, 2005-09
                                    • Strengths and Weaknesses in the Market

                                        • Strengths
                                          • Spanish investment
                                            • Still UK’s top choice
                                              • Ease of air (and low-cost) access
                                                • Variety and affordability
                                                  • Future demographics
                                                    • Weaknesses
                                                      • euro makes for expensive perception
                                                        • Brits abroad
                                                          • Non-flyer expense
                                                            • Vulnerable to UK economic shifts
                                                              • Clouds on airlines’ horizon
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Getting there
                                                                    • Getting around
                                                                      • Showing off
                                                                        • And boosting Brits
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Holidays to Spain
                                                                              • Figure 17: Volume and value of holidays to Spain, 2005-15
                                                                            • 2010
                                                                              • The future
                                                                                • Independence’s day continues
                                                                                  • Figure 18: Inclusive tours versus independent holidays to Spain, by volume, 2005-10
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Diversification approach looks solid
                                                                                    • Figure 19: Type of holiday taken for last holiday to Spain, 2005-09
                                                                                  • Time for Spain
                                                                                    • Figure 20: Number of nights of last holiday to Spain, 2005-09
                                                                                  • Air flies high
                                                                                    • Figure 21: Main method of travel used for last holiday to Spain, 2005-09
                                                                                  • Hotels hit
                                                                                    • Figure 22: Type of accommodation used for last holiday to Spain, 2005-09
                                                                                  • Single surge
                                                                                    • Figure 23: Number of group members for last holiday to Spain, 2005-09
                                                                                • Market Share

                                                                                  • Key points
                                                                                    • Mainland main choice
                                                                                      • Figure 24: Adults who have taken a holiday to Spain for their last/last but one holiday, 2005-09
                                                                                    • Balearics take top spot
                                                                                      • Figure 25: UK visits to Spain by region of visit, 2005-09
                                                                                      • Figure 26: Top hotel chains in Spain, 2008
                                                                                  • Companies and Products

                                                                                      • Thomas Cook Group
                                                                                          • Figure 27: Key financials for Thomas Cook UK & Ireland, 2008-09
                                                                                        • TUI
                                                                                            • Figure 28: TUI Travel’s UK & Ireland key financials
                                                                                          • Totally Spain
                                                                                            • Spain-holiday.com
                                                                                              • Monarch
                                                                                                  • Figure 29: Monarch Holiday key financials, 2007-08
                                                                                                • The Co-operative Travel
                                                                                                  • easyJet
                                                                                                      • Figure 30: EasyJet plc key financials, 2008-09
                                                                                                    • Ryanair
                                                                                                        • Figure 31: Ryanair key financials, 2008-09
                                                                                                    • Channels to Market

                                                                                                      • Key points
                                                                                                        • Package fall
                                                                                                          • Figure 32: How last holiday to Spain was booked, 2005-09
                                                                                                        • Internet the choice for over one in two
                                                                                                          • Figure 33: Method of booking for last holiday to Spain, 2005-09
                                                                                                      • Holidays Taken

                                                                                                        • Key points
                                                                                                          • What holiday?
                                                                                                            • Figure 34: Types of holiday taken in last 12 months, January 2010
                                                                                                          • Holidaymakers and non-holidaymakers
                                                                                                            • Short vs Long
                                                                                                              • Independent versus package
                                                                                                              • Holidays in Spain

                                                                                                                • Key points
                                                                                                                  • Figure 35: Holidays taken in Spain, February 2007 and January 2010
                                                                                                                • Spanish popularity undiminished
                                                                                                                  • The past, the present and future
                                                                                                                    • Packages, short breaks and non-holidaymakers
                                                                                                                      • Figure 36: holidays taken in Spain, by selected types of holiday taken in last 12 months, January 2010
                                                                                                                  • Future Intentions

                                                                                                                    • Key points
                                                                                                                      • Figure 37: Types of holiday or activity likely to/may take in Spain in the future, February 2007 and January 2010
                                                                                                                    • Beach beats all
                                                                                                                      • Older culture vultures
                                                                                                                        • Top-ups, all-ins, greens, activity seekers and solos
                                                                                                                          • Spanish experience and future plans
                                                                                                                            • Figure 38: Types of holiday or activity likely to/may take in Spain in the future, by most popular holidays taken in Spain, January 2010
                                                                                                                          • Beyond the future
                                                                                                                            • Figure 39: Types of holiday or activity likely to take in Spain in the future, by most popular types of holiday or activity likely to take in Spain in the future, January, 2010
                                                                                                                        • Attitudes Towards Holidays to Spain

                                                                                                                          • Key points
                                                                                                                            • Figure 40: Attitudes towards holidays to Spain, February 2007 and January 2010
                                                                                                                          • Food and drink maintains popularity
                                                                                                                            • Family friendly
                                                                                                                              • Value but euro woes
                                                                                                                                • Brits abroad
                                                                                                                                  • Experience and potential
                                                                                                                                    • Figure 41: Attitudes towards holidays to Spain, by most popular types of holidays taken in Spain, January 2010
                                                                                                                                  • Future plans and attitudes
                                                                                                                                    • Figure 42: Attitudes towards holidays to Spain, by most popular types of holiday or activity likely to take in Spain in the future, January 2010
                                                                                                                                • Targeting Opportunities

                                                                                                                                  • Key points
                                                                                                                                    • Figure 43: Holidays to Spain target groups, January 2010
                                                                                                                                  • Spanish Fans
                                                                                                                                    • Cost Conscious
                                                                                                                                      • Bothered By Brits
                                                                                                                                        • Spain – So What?
                                                                                                                                        • Appendix – Holidays Taken

                                                                                                                                            • Figure 44: Most popular types of holiday taken in last 12 months, by demographics, January 2010
                                                                                                                                            • Figure 45: Next most popular types of holiday taken in last 12 months, by demographics, January 2010
                                                                                                                                            • Figure 46: Further types of holiday taken in last 12 months, by demographics, January 2010
                                                                                                                                            • Figure 47: Other types of holiday taken in last 12 months, by demographics, January 2010
                                                                                                                                            • Figure 48: Least popular types of holiday taken in last 12 months, by demographics, January 2010
                                                                                                                                        • Appendix – Holidays in Spain

                                                                                                                                            • Figure 49: Holidays taken in Spain, by popular types of holiday taken in last 12 months, January 2010
                                                                                                                                            • Figure 50: Holidays taken in Spain, by other popular types of holiday taken in last 12 months, January 2010
                                                                                                                                            • Figure 51: Holidays taken in Spain by other types of holiday taken in last 12 months, January 2010
                                                                                                                                            • Figure 52: Most popular holidays in Spain, by demographics, January 2010
                                                                                                                                            • Figure 53: Next most popular holidays in Spain, by demographics, January 2010
                                                                                                                                        • Appendix – Future Intentions

                                                                                                                                            • Figure 54: Types of holiday or activity likely to take in Spain in the future, by second most popular types of holiday or activity likely to take in Spain in the future, January, 2010
                                                                                                                                            • Figure 55: Types of holiday or activity likely to take in Spain in the future, by least popular types of holiday or activity likely to take in Spain in the future, January, 2010
                                                                                                                                            • Figure 56: Most popular types of holiday or activity likely to take in Spain in the future, by demographics, January, 2010
                                                                                                                                            • Figure 57: Next most popular types of holiday or activity likely to take in Spain in the future, by demographics, January, 2010
                                                                                                                                        • Appendix – Attitudes towards Holidays to Spain

                                                                                                                                            • Figure 58: Attitudes towards holidays to Spain, by further types of holidays taken in Spain, January 2010
                                                                                                                                            • Figure 59: Attitudes towards holidays to Spain, by further types of holiday or activity likely to take in Spain in the future, January 2010
                                                                                                                                            • Figure 60: Attitudes towards holidays to Spain, by least popular types of holiday or activity likely to take in Spain in the future, January 2010
                                                                                                                                            • Figure 61: Most popular attitudes towards holidays to Spain, by demographics, January 2010
                                                                                                                                            • Figure 62: Next most popular attitudes towards holidays to Spain, by demographics, January 2010
                                                                                                                                        • Appendix – Targeting Opportunities

                                                                                                                                            • Figure 63: Holidays taken in Spain, by target groups, January 2010
                                                                                                                                            • Figure 64: Types of holiday or activity likely to take in Spain in the future, by target groups, January, 2010
                                                                                                                                            • Figure 65: Target groups, by demographics, January 2010

                                                                                                                                        Companies Covered

                                                                                                                                        • AC Hotels
                                                                                                                                        • Accor
                                                                                                                                        • Air Travel Organisers' Licensing (ATOL)
                                                                                                                                        • Asda Group Ltd
                                                                                                                                        • Association of British Travel Agents (The)
                                                                                                                                        • Barcelo Hotels & Resorts
                                                                                                                                        • Blackpool Pleasure Beach Limited
                                                                                                                                        • British Airways Plc
                                                                                                                                        • British Midland Airways Ltd
                                                                                                                                        • Brittany Ferries
                                                                                                                                        • Butlins Skyline Limited
                                                                                                                                        • Carbon Trust
                                                                                                                                        • Center Parcs
                                                                                                                                        • Champneys Health Resorts
                                                                                                                                        • Civil Aviation Authority
                                                                                                                                        • Co-operative Group
                                                                                                                                        • Cosmos Group (Globus group of companies)
                                                                                                                                        • easyJet Airline Company Limited
                                                                                                                                        • Europcar International
                                                                                                                                        • Eurostar UK Ltd
                                                                                                                                        • Eurotunnel Shuttle Services
                                                                                                                                        • Expedia.co.uk
                                                                                                                                        • Fiesta Hotel Group
                                                                                                                                        • First Choice Holidays & Flights Ltd
                                                                                                                                        • Freeview
                                                                                                                                        • Gfk NOP
                                                                                                                                        • Going Places
                                                                                                                                        • Google UK
                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                        • Grupo Santander Central Hispano S.A.
                                                                                                                                        • Hesperia
                                                                                                                                        • Husa Hoteles
                                                                                                                                        • Iberia, Líneas Aéreas de España SA
                                                                                                                                        • Iberostar Hotels & Resorts
                                                                                                                                        • J. Sainsbury
                                                                                                                                        • Lake District National Park Authority
                                                                                                                                        • Market & Opinion Research International (MORI)
                                                                                                                                        • Marks & Spencer
                                                                                                                                        • Monarch Airlines
                                                                                                                                        • MSN UK
                                                                                                                                        • NH Hoteles
                                                                                                                                        • Office for National Statistics
                                                                                                                                        • Parador Properties Ltd
                                                                                                                                        • Post Office Counters Ltd
                                                                                                                                        • Rail Europe Group Ltd
                                                                                                                                        • Riu Hotels & Reorts
                                                                                                                                        • Ryanair Holdings plc
                                                                                                                                        • Shearings Holidays Ltd
                                                                                                                                        • Skyscanner Ltd
                                                                                                                                        • Somerfield
                                                                                                                                        • Sovereign Holidays
                                                                                                                                        • Tesco Plc
                                                                                                                                        • The Hertz Corporation
                                                                                                                                        • Thomas Cook Group PLC
                                                                                                                                        • Thomson Holidays
                                                                                                                                        • Travel Foundation (The)
                                                                                                                                        • Travelodge
                                                                                                                                        • TUI AG
                                                                                                                                        • TUI Travel PLC
                                                                                                                                        • United Co-op Travel Group
                                                                                                                                        • Waitrose
                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                        • Worldwide Travel Exchange (WWTE)
                                                                                                                                        • XL Leisure

                                                                                                                                        Holidays to Spain - UK - April 2010

                                                                                                                                        US $2,583.33 (Excl.Tax)