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Holidays to Spain - UK - February 2012

“Long-term Spanish tourism strategy points in the direction of moving the appeal of the country further upmarket, of drawing a clear distinction between Spain and cheaper package destinations. But in the short term, Spain will be able to derive market advantage by promoting its lower resort costs and reliability in a travel era characterised by a revival of the tried and trusted and the familiar.”

– John Worthington, Senior Analyst

Some questions answered in this report include:

  • Is it in Spain’s interest to be seen as a cheap holiday destination?
  • How should Spain respond to the all-inclusive trend?
  • How can Spain differentiate its beach holidays from rival destinations?
  • Is Spain’s perceived reliability a strength or weakness?
  • What are the prospects for the short break market in Spain?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Holidays to Spain market volume size and forecast, 2006-16
              • Figure 2: Holidays to Spain market value size and forecast, 2006-16
            • Mini-revival follows slump
              • Spain retains overseas share
                • Long-term independent trend
                  • Figure 3: Inclusive tours versus independent holidays to Spain, by volume, 2007-11
                • Canaries most popular with Brits
                  • Flexible durations
                    • No kids segment more resilient
                      • Off-peak decline
                        • Market factors
                          • Low-cost model still intact
                            • Affordable luxury Spain
                              • Brand ambassadors
                                • APD advantage
                                  • Spain has cheapest resort costs in Europe
                                    • Figure 4: Post Office Holiday Costs Barometer, January 2012*
                                  • Companies, brands and innovation
                                    • Differentiated Spain
                                      • Five-night breaks
                                        • Low-cost expansion
                                          • Rollercoaster ride
                                            • Upmarket party scene
                                              • Green Tenerife
                                                • The consumer
                                                  • ABC1 Spain
                                                    • All-inclusive popularity
                                                      • Figure 6: Types of holiday taken in Spain during the last five years, December 2011
                                                    • Beach holidays and city breaks are the leading holiday types
                                                      • Convenience, price, weather
                                                        • Figure 7: Factors influencing the decision to holiday in Spain in the last five years, December 2011 (lowest score = most important average ranking)
                                                      • Over-45 refuseniks prefer to go elsewhere
                                                        • Figure 8: Reasons for not going on holiday to Spain in the last five years, December 2011
                                                      • Half of independent travellers prefer the ‘real Spain’
                                                        • Figure 9: Attitudes towards holidays to Spain, December 2011
                                                      • Anglophobe Brits
                                                        • Trusting families
                                                          • What we think
                                                          • Issues in the Market

                                                              • Is it in Spain’s interest to be seen as a cheap holiday destination?
                                                                • How should Spain respond to the all-inclusive trend?
                                                                  • How can Spain differentiate its beach holidays from rival destinations?
                                                                    • Is Spain’s perceived reliability a strength or weakness?
                                                                      • What are the prospects for the short break market in Spain?
                                                                      • Future Opportunities

                                                                          • Trend: Secret Secret
                                                                            • Trend: Many Mes
                                                                            • Internal Market Environment

                                                                              • Key points
                                                                                • Trips abroad flat in 2011
                                                                                  • Figure 10: Overseas holidays and expenditure, 2006-11
                                                                                • Britain still on staycation
                                                                                  • Figure 11: Domestic holidays and expenditure, 2006-11
                                                                                • Short-haul gains from Arab Spring
                                                                                  • Figure 12: Outbound holiday visits, by region visited, 2006-11
                                                                                • Package trips at 1990s level
                                                                                  • Figure 13: Independent holidays overseas, volume and expenditure, 2006-11
                                                                                  • Figure 14: Inclusive tours overseas, volume and expenditure, 2006-11
                                                                                • Budget dynamic still in force
                                                                                  • Figure 15: Scheduled passengers carried by main low-cost airlines, 2007-11
                                                                                • Spain gets aspirational
                                                                                  • Spain Addicts
                                                                                    • Regional thinking
                                                                                      • Property crash
                                                                                        • Home opportunities
                                                                                          • New wave of APD rises
                                                                                            • Figure 16: Air Passenger Duty, April 2012
                                                                                          • Pound picks up
                                                                                            • Figure 17: Annual average exchange rates for Sterling against other currencies, 2007-11
                                                                                          • Spanish resort costs stay low
                                                                                            • Figure 18: Post Office Holiday Costs Barometer, 2012 and 2011
                                                                                        • Broader Market Environment

                                                                                          • Key points
                                                                                            • Double-dip fears
                                                                                              • Figure 19: GDP quarterly percentage change, Q1 2004-Q4 2011
                                                                                              • Figure 20: UK Consumer Confidence Index, February 2011-January 2012
                                                                                            • AB/C2 growth forecast
                                                                                              • Figure 21: Forecast adult population trends, by socio-economic group, 2006-16
                                                                                            • Family growth
                                                                                              • Figure 22: Forecast adult population trends, by lifestage, 2006-16
                                                                                              • Figure 23: Trends in the age structure of the UK population, 2006-16
                                                                                          • Competitive Context

                                                                                            • Key points
                                                                                              • Iberian competition
                                                                                                • Figure 24: Top 20 overseas holiday destinations, by number of visits, 2007-11, average spend per night and package holiday percentage, 2010
                                                                                            • Who’s Innovating?

                                                                                              • Key points
                                                                                                • Adult-only Spain
                                                                                                  • Five-night breaks
                                                                                                    • Boutique Barcelona
                                                                                                      • Posh parties
                                                                                                        • Rollercoaster record
                                                                                                          • Rebranding Benidorm
                                                                                                            • Carbon-free Canary
                                                                                                            • Market Size and Forecast

                                                                                                              • Key points
                                                                                                                • Spain rises again in 2011
                                                                                                                  • Figure 25: Volume and value of holidays to Spain, 2006-16
                                                                                                                • Forecast
                                                                                                                  • Figure 26: Holidays to Spain market volume size and forecast, 2006-16
                                                                                                                  • Figure 27: Holidays to Spain market value size and forecast, 2006-16
                                                                                                                • Forecast methodology
                                                                                                                • Segment Performance

                                                                                                                  • Key points
                                                                                                                    • Island packages up
                                                                                                                      • Figure 28: Inclusive tours versus independent holidays to Spain, by volume, 2006-11
                                                                                                                    • All-inclusive increase
                                                                                                                      • Figure 29: Types of accommodation used for holidays/short breaks to Spain, 2010 and 2011
                                                                                                                      • Figure 30: Types of accommodation used for holidays/short breaks, 2010 and 2011
                                                                                                                    • Beach is higher for Spain
                                                                                                                      • Figure 31: Types of holiday/short break taken to Spain, 2010 and 2011
                                                                                                                      • Figure 32: Types of holiday/short break taken, 2010 and 2011
                                                                                                                    • Slow travel – small market but interest is high
                                                                                                                      • Figure 33: Holidays to Spain, by mode of travel (air, sea, tunnel), 2006-11
                                                                                                                      • Figure 34: Main method of transport used on holidays to Spain, 2010 and 2011
                                                                                                                      • Figure 35: Main method of transport used on holidays, 2010 and 2011
                                                                                                                    • Four- to 13-night trips outperform market
                                                                                                                      • Figure 36: Holidays to Spain, by duration, 2006-11
                                                                                                                    • Under-16s see heaviest decline
                                                                                                                      • Figure 37: Holidays to Spain, by age group, 2006-11
                                                                                                                    • Winter woes
                                                                                                                      • Figure 38: Holidays to Spain, by quarter, 2006-11
                                                                                                                  • Market Share

                                                                                                                    • Key points
                                                                                                                      • Half of Brits visit islands
                                                                                                                        • Figure 39: UK visitors to Spain, by region, 2006-11
                                                                                                                      • Andalucia leads mainland visits
                                                                                                                        • Mixed picture
                                                                                                                          • Figure 40: Percentage of adults who have visited Spain for a holiday, 2010 and 2011
                                                                                                                          • Figure 41: Percentage of adults who have visited Spain for a short break, 2010 and 2011
                                                                                                                          • Figure 42: Percentage of adults who have visited Spain, 2010 and 2011
                                                                                                                        • Top hotels
                                                                                                                          • Figure 43: Top hotel chains in Spain, by number of hotels, 2010 and 2011
                                                                                                                      • Companies and Products

                                                                                                                          • Major players
                                                                                                                            • TUI Travel/Thomson and First Choice
                                                                                                                                • Figure 44: TUI Travel Plc UK and Ireland, key financials, 2010 and 2011
                                                                                                                              • Thomas Cook
                                                                                                                                  • Figure 45: Thomas Cook Group Plc – UK segment, key financials, 2010 and 2011
                                                                                                                                • Monarch/Cosmos Holidays
                                                                                                                                    • Figure 46: Cosmos Holidays plc, key financials, 2009 and 2010
                                                                                                                                  • Holidaylettings.co.uk
                                                                                                                                      • Figure 47: Holiday Lettings Ltd, key financials, 2009 and 2010
                                                                                                                                    • easyJet
                                                                                                                                        • Figure 48: easyJet Plc, key financials, 2010 and 2011
                                                                                                                                      • Ryanair
                                                                                                                                          • Figure 49: Ryanair Holdings Plc, key financials, H1 2010 and H1 2011
                                                                                                                                          • Figure 50: Ryanair Holdings Plc, key financials, 2010 and 2011
                                                                                                                                        • Brittany Ferries
                                                                                                                                            • Figure 51: BAI (UK) Ltd, key financials, 2009 and 2010
                                                                                                                                          • Specialists
                                                                                                                                            • Attraction World
                                                                                                                                              • Authentic Adventures
                                                                                                                                                • Exodus
                                                                                                                                                  • Golearnto.com
                                                                                                                                                    • Headwater
                                                                                                                                                      • Martin Randall Travel
                                                                                                                                                        • Solos
                                                                                                                                                          • Titan HiTours
                                                                                                                                                          • Channels to Market

                                                                                                                                                            • Key points
                                                                                                                                                              • Role remains for high street in online world
                                                                                                                                                                • Figure 52: Sources used for holidays/short breaks to Spain, 2010 and 2011
                                                                                                                                                                • Figure 53: Booking methods used for holidays/short breaks to Spain, 2010 and 2011
                                                                                                                                                              • Window of opportunity
                                                                                                                                                                • Figure 54: Advanced bookings made for holidays/short breaks to Spain, 2010 and 2011
                                                                                                                                                            • Holidays Trips to Spain

                                                                                                                                                              • Key points
                                                                                                                                                                • Nearly half of adults have been in last five years
                                                                                                                                                                  • Figure 55: Holidays taken to Spain, December 2011
                                                                                                                                                                • ABC1 bias
                                                                                                                                                                  • Lapsed visitors
                                                                                                                                                                  • Types of Holiday to Spain

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Beach brigade
                                                                                                                                                                        • Figure 56: Types of holiday taken in Spain, December 2011
                                                                                                                                                                      • All-inclusive demand is high
                                                                                                                                                                        • Beach families
                                                                                                                                                                          • City to city
                                                                                                                                                                            • Multi-centre independents
                                                                                                                                                                              • Cruise potential
                                                                                                                                                                              • Reasons for Choosing Spain

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Easy does it
                                                                                                                                                                                    • Figure 57: Factors influencing the decision to holiday in Spain in the last five years, December 2011
                                                                                                                                                                                  • Men score higher for easy access; Women score higher for price
                                                                                                                                                                                  • Reasons for Not Holidaying in Spain

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Affordability is main deterrent
                                                                                                                                                                                        • Figure 58: Reasons for not going on holiday to Spain, December 2011
                                                                                                                                                                                      • Spain yet to convince as upmarket destination?
                                                                                                                                                                                      • Attitudes Towards Holidays to Spain

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Cheap perception
                                                                                                                                                                                            • Figure 59: Attitudes towards holidays to Spain, December 2011
                                                                                                                                                                                          • Real enthusiasts
                                                                                                                                                                                            • Too many Brits
                                                                                                                                                                                              • Keen to explore
                                                                                                                                                                                                • Trustworthy Spain
                                                                                                                                                                                                  • Not posh enough
                                                                                                                                                                                                    • Slow Spain
                                                                                                                                                                                                    • Targeting Opportunities

                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                        • Target groups
                                                                                                                                                                                                          • Figure 60: Holidays to Spain target groups, December 2011
                                                                                                                                                                                                        • Spanish Explorers
                                                                                                                                                                                                          • Demographic profile
                                                                                                                                                                                                            • Marketing message
                                                                                                                                                                                                              • Beach Babes
                                                                                                                                                                                                                • Demographic profile
                                                                                                                                                                                                                  • Marketing message
                                                                                                                                                                                                                    • High Status
                                                                                                                                                                                                                      • Demographic profile
                                                                                                                                                                                                                        • Marketing message
                                                                                                                                                                                                                          • Indifferent
                                                                                                                                                                                                                            • Demographic profile
                                                                                                                                                                                                                              • Marketing message
                                                                                                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                  • Figure 61: Forecasts for total holidays to Spain, volume, best- and worst-case scenarios, 2011-16
                                                                                                                                                                                                                                  • Figure 62: Forecasts for total holidays to Spain, value, best- and worst-case scenarios, 2011-16
                                                                                                                                                                                                                              • Appendix – Holidays Trips to Spain

                                                                                                                                                                                                                                  • Figure 63: Most popular holidays taken to Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 64: Next most popular holidays taken to Spain, by demographics, December 2011
                                                                                                                                                                                                                              • Appendix – Types of Holiday to Spain

                                                                                                                                                                                                                                  • Figure 65: Types of holiday taken in Spain, by most popular holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 66: Types of holiday taken in Spain, by next most popular holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 67: Beach holidays taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 68: City breaks taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 69: All-inclusive holidays taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 70: Cultural/historical sightseeing holidays taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 71: Rural/countryside-based holidays taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 72: Camping/caravan park holidays taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 73: Multi-centre holidays taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 74: Fly-drive holidays taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 75: Activity holidays taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 76: Coach tours taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 77: Breaks for a wedding/stag or hen do holidays taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 78: Cruise holidays taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 79: Special-interest holidays taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 80: Spa/health and wellness breaks taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 81: Rail tours around Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 82: Gastronomic tours taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 83: Other holidays and breaks taken in Spain, by demographics, December 2011
                                                                                                                                                                                                                              • Appendix – Reasons For Choosing Spain

                                                                                                                                                                                                                                  • Figure 84: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 85: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 86: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 87: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 88: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 89: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 90: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 91: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 92: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 93: Factors influencing the decision to holiday in Spain in the last five years, by holidays taken to Spain, December 2011
                                                                                                                                                                                                                              • Appendix – Reasons for Not Holidaying in Spain

                                                                                                                                                                                                                                  • Figure 94: Most popular reasons for not going on holiday to Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 95: Next most popular reasons for not going on holiday to Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 96: Other reasons for not going on holiday to Spain, by demographics, December 2011
                                                                                                                                                                                                                              • Appendix – Attitudes Towards Holidays to Spain

                                                                                                                                                                                                                                  • Figure 97: Attitudes towards holidays to Spain, by most popular holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 98: Attitudes towards holidays to Spain, by next most popular holidays taken to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 99: Attitudes towards holidays to Spain, by beach holidays taken in Spain, December 2011
                                                                                                                                                                                                                                  • Figure 100: Attitudes towards holidays to Spain, by city breaks taken in Spain, December 2011
                                                                                                                                                                                                                                  • Figure 101: Attitudes towards holidays to Spain, by all-inclusive holidays taken in Spain, December 2011
                                                                                                                                                                                                                                  • Figure 102: Attitudes towards holidays to Spain, by cultural/historical sightseeing holidays taken in Spain, December 2011
                                                                                                                                                                                                                                  • Figure 103: Attitudes towards holidays to Spain, by rural/countryside-based holidays taken in Spain, December 2011
                                                                                                                                                                                                                                  • Figure 104: Attitudes towards holidays to Spain, by camping/caravan park holidays taken in Spain, December 2011
                                                                                                                                                                                                                                  • Figure 105: Attitudes towards holidays to Spain, by multi-centre holidays taken in Spain, December 2011
                                                                                                                                                                                                                                  • Figure 106: Attitudes towards holidays to Spain, by fly-drive holidays taken in Spain, December 2011
                                                                                                                                                                                                                                  • Figure 107: Attitudes towards holidays to Spain, by activity holidays taken in Spain, December 2011
                                                                                                                                                                                                                                  • Figure 108: Attitudes towards holidays to Spain, by most popular reasons for not going on holiday to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 109: Attitudes towards holidays to Spain, by next most popular reasons for not going on holiday to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 110: Attitudes towards holidays to Spain, by other reasons for not going on holiday to Spain, December 2011
                                                                                                                                                                                                                                  • Figure 111: Most popular attitudes towards holidays to Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 112: Next most popular attitudes towards holidays to Spain, by demographics, December 2011
                                                                                                                                                                                                                                  • Figure 113: Other attitudes towards holidays to Spain, by demographics, December 2011
                                                                                                                                                                                                                              • Appendix – Targeting Opportunities

                                                                                                                                                                                                                                  • Figure 114: Attitudes towards holidays to Spain, by target groups, December 2011
                                                                                                                                                                                                                                  • Figure 115: Holidays taken to Spain, by target groups, December 2011
                                                                                                                                                                                                                                  • Figure 116: Types of holiday taken in Spain, by target groups, December 2011
                                                                                                                                                                                                                                  • Figure 117: Factors influencing the decision to holiday in Spain in the last five years, by target groups, December 2011
                                                                                                                                                                                                                                  • Figure 118: Factors influencing the decision to holiday in Spain in the last five years, by target groups, December 2011
                                                                                                                                                                                                                                  • Figure 119: Factors influencing the decision to holiday in Spain in the last five years, by target groups, December 2011
                                                                                                                                                                                                                                  • Figure 120: Factors influencing the decision to holiday in Spain in the last five years, by target groups, December 2011
                                                                                                                                                                                                                                  • Figure 121: Factors influencing the decision to holiday in Spain in the last five years, by target groups, December 2011
                                                                                                                                                                                                                                  • Figure 122: Reasons for not going on holiday to Spain, by target groups, December 2011
                                                                                                                                                                                                                                  • Figure 123: Target groups, by demographics, December 2011

                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                              • Airtours Holidays
                                                                                                                                                                                                                              • Brittany Ferries
                                                                                                                                                                                                                              • Co-operative Group
                                                                                                                                                                                                                              • Competition Commission
                                                                                                                                                                                                                              • Cosmos Group (Globus group of companies)
                                                                                                                                                                                                                              • Europcar International
                                                                                                                                                                                                                              • Exodus Travel Ltd
                                                                                                                                                                                                                              • First Choice Holidays & Flights Ltd
                                                                                                                                                                                                                              • Headwater Holidays
                                                                                                                                                                                                                              • Intrepid Travel
                                                                                                                                                                                                                              • Lowcost Travel Group
                                                                                                                                                                                                                              • Martin Randall Travel Ltd
                                                                                                                                                                                                                              • Monarch Airlines
                                                                                                                                                                                                                              • Neilson Active Holidays Limited
                                                                                                                                                                                                                              • P&O Ferries
                                                                                                                                                                                                                              • Rightmove Plc
                                                                                                                                                                                                                              • Ryanair Holdings plc
                                                                                                                                                                                                                              • Sentido Hotels & Resorts
                                                                                                                                                                                                                              • Solo's Holidays
                                                                                                                                                                                                                              • Teletext Holidays
                                                                                                                                                                                                                              • Thomas Cook Group PLC
                                                                                                                                                                                                                              • Thomson Holidays
                                                                                                                                                                                                                              • Titan Travel
                                                                                                                                                                                                                              • TripAdvisor LLC
                                                                                                                                                                                                                              • TUI Travel PLC

                                                                                                                                                                                                                              Holidays to Spain - UK - February 2012

                                                                                                                                                                                                                              £1,750.00 (Excl.Tax)