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Holidays to Spain - UK - May 2014

“Spain has become such a popular place to visit among British tourists that it is now starting to be perceived as an unimaginative destination. In order to refresh Spain’s image as a holiday destination, travel companies can focus more on promoting what can be considered lesser known, and thus more original, Spanish holiday destinations and holiday types.”

–    Matt King, Head of Leisure, Tourism, Tech & Media Research

  • How can Spain reinvigorate its image as an original holiday destination?
  • How will the rising popularity of private holiday rentals impact the market?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Volume set to grow 25% over the next five years
                • Figure 1: Holidays to Spain volume forecast, 2008-18
              • Improving consumer finances set to boost expenditure by 33% by 2018
                • Figure 2: Holidays to Spain value forecast, 2008-18
              • Independent bookings represent 54% of holidays to Spain
                • Figure 3: Package holidays versus independent holidays to Spain, by volume, 2008-13
              • Market factors
                • Easing pressure on household income points to rising demand for holidays
                  • Rising Pound making holidays to Spain more affordable
                    • High jet fuel prices and rising airport charges leading to higher airfares
                      • APD for short-haul destinations stays level while long haul rises again
                        • Spain has been knocked off its pedestal as the top value resort
                          • Demand for private holiday rental accommodation on the rise
                            • Companies, brands and innovation
                              • Iberia still unprofitable despite rise in passenger revenues in 2013
                                • Low cost airline Vueling growing strongly
                                  • Brittany Ferries profits decline sharply in 2013
                                    • Iberia first to allow passengers to print their own luggage tags
                                      • Iberia links up with Samsung to simplify the airport experience
                                        • Vueling launches smartwatch app and high speed Wi-Fi
                                          • Andalusia mines transformed into a tourist attraction
                                            • The consumer
                                              • Around two in five adults holidayed in Spain in the past five years
                                                • Figure 4: Holidays to Spain taken in the past five years, March 2013
                                              • Beach holidays the most popular type Spanish holiday
                                                • Figure 5: Types of holidays taken to Spain in the past five years, March 2014
                                              • Balearic Islands and Barcelona the top regions stayed in…
                                                • Figure 6: Regions of Spain stayed in during the past five years, March 2014
                                              • … with Barcelona the top destination people would like to visit
                                                • Figure 7: Regions of Spain interested in visiting, March 2014
                                              • Most used the internet to book their last holiday to Spain
                                                • Figure 8: Booking method used for last holiday to Spain, March 2014
                                              • Online booking method used for holidays to Spain
                                                • Figure 9: Online booking method used for last holiday to Spain, March 2014
                                              • Attitudes towards holidays to Spain
                                                • Figure 10: Attitudes towards holidays to Spain, March 2014
                                              • What we think
                                              • Issues and Insights

                                                  • How can Spain reinvigorate its image as an original holiday destination?
                                                    • The facts
                                                      • The implications
                                                        • How will the rising popularity of private holiday rentals impact the market?
                                                          • The facts
                                                            • The implications
                                                            • Trend Application

                                                                • Totophobia
                                                                  • The Real Thing
                                                                    • Experience is All
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Reviving economy will help to lift demand for holidays
                                                                          • Strengthening Pound enhancing the appeal of holidaying in Spain
                                                                            • Figure 11: Average weekly midpoint exchange rates for GBP against EUR, May 2011-April 2014
                                                                          • UK tourist expenditure abroad trending upward
                                                                            • Figure 12: Seasonally adjusted UK tourist expenditure abroad vs. total household final consumption expenditure, 2003-Q1 2013
                                                                          • Rising fuel costs and airport charges pushing up airfares
                                                                            • Figure 13: Jet fuel prices, GBP per gallon, February 2009-January 2014
                                                                          • APD for short-haul destinations remains steady
                                                                            • Figure 14: Air passenger duty rates, 2012-14
                                                                          • Motorists benefit from lower petrol and diesel costs in Spain
                                                                            • Figure 15: Motoring on the continent cost barometer, 2011-13
                                                                          • Spain is the UK’s top overseas holiday destination
                                                                            • Figure 16: Top ten overseas holiday destinations, by volume, 2012 and 2013
                                                                          • Spain continues to be a high value-for-money destination
                                                                            • Figure 17: Post Office holiday costs barometer, 2013 and 2014
                                                                          • Rising demand for private holiday rentals in Spain
                                                                          • Who’s Innovating?

                                                                            • Key points
                                                                              • MyBagTag allows Iberia passengers to print their own luggage tags
                                                                                • Iberia partners with Samsung to streamline the airport experience
                                                                                  • Vueling links up with Sony to launch a smartwatch boarding pass app
                                                                                    • Vueling to implement high speed in-flight W-iFi on aircrafts
                                                                                      • Riotinto mines in Andalusia turned into tourist attraction
                                                                                        • Canary Islands Tourist Board invites Vimeo users to make video campaign
                                                                                        • Market Size and Forecast

                                                                                          • Key points
                                                                                            • Strengthening consumer finances boosting the holidays to Spain market
                                                                                              • Figure 18: Volume and value of holidays to Spain, 2008-18
                                                                                            • Forecast
                                                                                              • Figure 19: Holidays to Spain volume forecast, 2008-18
                                                                                              • Figure 20: Holidays to Spain value forecast, 2008-18
                                                                                            • Forecast methodology
                                                                                              • Fan chart explanation
                                                                                              • Segment Performance

                                                                                                • Key points
                                                                                                  • Rise in package holidays volume propelling the market forward
                                                                                                    • Figure 21: Package holidays versus independent holidays to Spain, by volume, 2008-13
                                                                                                  • Large majority of holidays to Spain are for 4 to 13 nights
                                                                                                    • Figure 22: Holidays to Spain, by duration, 2008-13
                                                                                                  • Package holidaymakers spent 4% more than independents in 2013
                                                                                                    • Figure 23: Package vs. independent holidays to Spain, by average expenditure per trip, 2008-13
                                                                                                  • 71% of holidaymakers to Spain are over-35s
                                                                                                    • Figure 24: Volume and value of visits to Spain by UK residents, by age, 2013
                                                                                                  • 98% of holidaymakers to Spain travel by air
                                                                                                    • Figure 25: Holidays to Spain, by mode of travel (air, sea, tunnel), 2008-13
                                                                                                • Companies and Products

                                                                                                    • Iberia
                                                                                                        • Figure 26: Key financials for Iberia, 2012 and 2013
                                                                                                      • Vueling
                                                                                                          • Figure 27: Key financials for Vueling, 2011 and 2012
                                                                                                          • Figure 28: Key financials for Vueling, post-acquisition, 26 April 2013 – year end
                                                                                                        • Brittany Ferries
                                                                                                            • Figure 29: Key financials for BAI (UK) Limited, 2011 and 2012
                                                                                                          • Select Spanish tourist boards
                                                                                                            • Turespaña (OfficialSpanish tourist board)
                                                                                                              • Agència Catalana de Turisme (Catalan Tourist Board)
                                                                                                                • Madrid Visitors & Convention Bureau
                                                                                                                  • Emprese Pública para la Gestión del Turismo y del Deporte de Andalucía S.A. (Andalusian Tourism and Sport)
                                                                                                                  • Holidays to Spain Taken in the Past Five Years

                                                                                                                    • Key points
                                                                                                                      • Nearly a fifth of adults have holidayed in Spain in the past five years
                                                                                                                        • Figure 30: Holidays to Spain taken in the past five years, March 2013
                                                                                                                      • 25 to 44-year-olds and families the key target markets
                                                                                                                        • If you’re affluent, you’ve probably already been to Spain
                                                                                                                          • Leveraging Spain’s diversity to encourage repeat visits
                                                                                                                          • Types of Holidays Taken to Spain

                                                                                                                            • Key points
                                                                                                                              • Beach holidays the most popular type of holiday to Spain
                                                                                                                                • Figure 31: Types of holidays taken to Spain in the past five years, March 2014
                                                                                                                              • Presence of children a key influence behind the type of holiday taken
                                                                                                                                • All-inclusive holidays appeal to those on tight budgets
                                                                                                                                • Regions of Spain Stayed In

                                                                                                                                  • Key points
                                                                                                                                    • Balearic Islands and Barcelona top the list of most popular destinations
                                                                                                                                      • Figure 32: Regions of Spain stayed in during the past five years, March 2014
                                                                                                                                    • Balearic and Canary islands the top beach holiday destinations
                                                                                                                                      • Figure 33: Regions of Spain stayed in during the past five years, by types of holidays taken to Spain in the past five years, March 2014
                                                                                                                                    • Barcelona unrivalled when it comes city breaks
                                                                                                                                      • Figure 34: Regions of Spain stayed in during the past five years, by types of holidays taken to Spain in the past five years, March 2014
                                                                                                                                  • Regions of Spain Interested in Staying In

                                                                                                                                    • Key points
                                                                                                                                      • Barcelona is the number one destination people want to visit
                                                                                                                                        • Figure 35: Regions of Spain interested in visiting on holiday, March 2014
                                                                                                                                      • Affluent most likely to show interest in city-break destinations
                                                                                                                                        • City break regions favoured among those who’ve not yet been to Spain
                                                                                                                                          • Figure 36: Regions of Spain interested in visiting on holiday, by holidays to Spain taken in the past five years, March 2014
                                                                                                                                      • Booking Method

                                                                                                                                        • Key points
                                                                                                                                          • Close to half booked their entire holiday to Spain online
                                                                                                                                            • Figure 37: Booking method used for last holiday to Spain, March 2014
                                                                                                                                          • Those taking all-inclusive holidays the most likely to book in person
                                                                                                                                            • Figure 38: Booking method used for last holiday to Spain, by types of holidays taken to Spain in the past five years, March 2014
                                                                                                                                          • Online bookings being driven by 35-44s, women and the affluent
                                                                                                                                          • Online Booking Methods

                                                                                                                                            • Key points
                                                                                                                                              • Booking via individual suppliers the most popular online method used
                                                                                                                                                • Figure 39: Online booking method used for last holiday to Spain, March 2014
                                                                                                                                              • One in ten used a private holiday rental site to book accommodation
                                                                                                                                                • Families the most likely to book via tour operator websites
                                                                                                                                                • Attitudes towards Holidays to Spain

                                                                                                                                                  • Key points
                                                                                                                                                    • Warm weather and culture draw UK tourists to Spain
                                                                                                                                                      • Figure 40: Attitudes towards holidays to Spain, March 2014
                                                                                                                                                    • Affluent most likely to place emphasis on food and culture
                                                                                                                                                      • Political stability gives Spain an edge against certain rival destinations
                                                                                                                                                        • For some Spain’s popularity among Brits is a drawback
                                                                                                                                                          • Enthusiasm about Spain highest among those who’ve already visited
                                                                                                                                                            • Figure 41: Attitudes towards holidays to Spain, by Holidays to Spain taken in the past five years, March 2014
                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                            • Figure 42: Holidays to Spain volume forecast, best- and worst-case scenarios, 2013-18
                                                                                                                                                            • Figure 43: Holidays to Spain value forecast, best- and worst-case scenarios, 2013-18
                                                                                                                                                        • Appendix – Holidays to Spain Taken in the Past Five Years

                                                                                                                                                            • Figure 44: Holidays to Spain taken in the past five years, by demographics, March 2014
                                                                                                                                                        • Appendix – Types of Holidays Taken to Spain

                                                                                                                                                            • Figure 45: Most popular types of holidays taken to Spain in the past five years, by demographics, March 2014
                                                                                                                                                            • Figure 46: Next most popular types of holidays taken to Spain in the past five years, by demographics, March 2014
                                                                                                                                                        • Appendix – Regions of Spain Stayed In

                                                                                                                                                            • Figure 47: Regions of Spain stayed in during the past five years, by types of holidays taken to Spain in the past five years, March 2014
                                                                                                                                                            • Figure 48: Most popular regions of Spain stayed in during the past five years, by demographics, March 2014
                                                                                                                                                            • Figure 49: Next most popular regions of Spain stayed in during the past five years, by demographics, March 2014
                                                                                                                                                        • Appendix – Regions of Spain Interested in Staying In

                                                                                                                                                            • Figure 50: Regions of Spain interested in visiting on holiday, by holidays to Spain taken in the past five years, March 2014
                                                                                                                                                            • Figure 51: Most popular regions of Spain interested in visiting, by demographics, March 2014
                                                                                                                                                            • Figure 52: Next most popular regions of Spain interested in visiting, by demographics, March 2014
                                                                                                                                                            • Figure 53: Other regions of Spain interested in visiting, by demographics, March 2014
                                                                                                                                                        • Appendix – Booking Method

                                                                                                                                                            • Figure 54: Most popular booking process, by demographics, March 2014
                                                                                                                                                            • Figure 55: Next most popular booking process, by demographics, March 2014
                                                                                                                                                        • Appendix – Online Booking Methods

                                                                                                                                                            • Figure 56: Online booking method used for holidays to Spain – Individual supplier website, by demographics, March 2014
                                                                                                                                                            • Figure 57: Online booking method used for holidays to Spain – Travel website, by demographics, March 2014
                                                                                                                                                            • Figure 58: Online booking method used for holidays to Spain – Tour operator website, by demographics, March 2014
                                                                                                                                                            • Figure 59: Online booking method used for holidays to Spain – A holiday rental website, by demographics, March 2014
                                                                                                                                                            • Figure 60: Online booking method used for holidays to Spain – Other type of website, by demographics, March 2014
                                                                                                                                                            • Figure 61: Online booking method used for holidays to Spain – I did not use this, by demographics, March 2014
                                                                                                                                                            • Figure 62: Online booking method used for holidays to Spain – Don’t know/can’t remember, by demographics, March 2014
                                                                                                                                                        • Appendix – Attitudes towards Holidays to Spain

                                                                                                                                                            • Figure 63: Attitudes towards holidays to Spain, by holidays to Spain taken in the past five years, March 2014
                                                                                                                                                            • Figure 64: Agreement with the statement ‘The warmer weather in Spain makes it an appealing holiday destination’, by demographics, March 2014
                                                                                                                                                            • Figure 65: Agreement with the statement ‘Spanish culture makes it an attractive destination’, by demographics, March 2014
                                                                                                                                                            • Figure 66: Agreement with the statement ‘Spain is a welcoming holiday destination’, by demographics, March 2014
                                                                                                                                                            • Figure 67: Agreement with the statement ‘Spain is a great place for a short break’, by demographics, March 2014
                                                                                                                                                            • Figure 68: Agreement with the statement ‘It is worth visiting Spain to try local food and drink’, by demographics, March 2014
                                                                                                                                                            • Figure 69: Agreement with the statement ‘I feel/would feel safe visiting Spain compared to other popular destinations’, by demographics, March 2014
                                                                                                                                                            • Figure 70: Agreement with the statement ‘Going on a holiday to Spain is good value for money’, by demographics, March 2014
                                                                                                                                                            • Figure 71: Agreement with the statement ‘Spain is a good place to go with children’, by demographics, March 2014
                                                                                                                                                            • Figure 72: Agreement with the statement ‘Spain is one of the best places to go on holiday in Europe’, by demographics, March 2014
                                                                                                                                                            • Figure 73: Agreement with the statement ‘I’d prefer to visit other countries with fewer British tourists than Spain’, by demographics, March 2014
                                                                                                                                                            • Figure 74: Agreement with the statement ‘It’s important to be able to speak Spanish, if you are going on holiday to Spain’, by demographics, March 2014
                                                                                                                                                            • Figure 75: Attitudes towards holidays to Spain – I wouldn’t be able to afford to take a holiday in Spain^, by demographics, March 2014

                                                                                                                                                        Companies Covered

                                                                                                                                                        • British Airways Plc
                                                                                                                                                        • Brittany Ferries
                                                                                                                                                        • easyJet Airline Company Limited
                                                                                                                                                        • Iberia, Líneas Aéreas de España SA
                                                                                                                                                        • Oneworld Alliance
                                                                                                                                                        • Ryanair Holdings plc
                                                                                                                                                        • The International Consolidated Airlines Group

                                                                                                                                                        Holidays to Spain - UK - May 2014

                                                                                                                                                        £1,995.00 (Excl.Tax)