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Inbound Tourism - UK - November 2011

“The aviation sector’s forthcoming inclusion in the Emissions Trading Scheme (EU-ETS) presents a further opportunity for train operating companies. Mintel’s exclusive consumer research consistently shows that while people often feel concern over the environmental issues around travelling, they are unwilling to pay some sort of charge as a result. So as airlines increase ticket costs to offset the EU-ETS, train operators can promote the fact that their passengers not only escape the environmental charge but do so by travelling greener anyway.”

– Tom Rees, Senior Travel and Tourism Analyst

Some questions answered in the report include:

  • What do aviation trends signify for the UK-inbound market?
  • How important are ‘non-traditional’ inbound markets for the UK?
  • Will the 2013/14 expansion of international rail services make a difference to inbound tourism?
  • Is there potential for non-London UK holiday tours in 2012?
  • Can operators outside the accommodation sector directly benefit from the Olympics?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of overseas residents’ holiday visits to UK, 2006-16
            • Independent trips most likely
              • Figure 2: Percentage of overseas residents’ holiday visits to the UK that are independent visits, 2006-10
            • Four in 10 are short breaks
              • Figure 3: Overseas residents’ holiday visits to the UK, short breaks vs longer holidays, 2006-10
            • EU top for inbound holidays
              • Figure 4: Top ten source markets for UK, by holiday visits, 2010
            • Market factors
              • Holidays head reasons to visit
                • Figure 5: Overseas residents’ visits to the UK, by purpose of visit, 2005-10
              • Sterling’s weakness boosts holidaymakers
                • Figure 6: Monthly average exchange rates for Sterling against the US Dollar and euro, January 2007-September 2011
              • UK sixth placed for tourism
                • Figure 7: International tourist arrivals (overnight visitors), by country of destination, 2010*
              • Olympics issues
                • Companies, brands and innovation
                  • VisitBritain and ‘founding partners’
                    • Great campaign
                      • You’re invited
                        • Rail options to expand
                          • The consumer
                            • Heritage and culture are draws
                              • Figure 8: Agreement with statements ‘I am fascinated by Britain’s heritage (eg Royal Family, historic buildings etc)’ and ‘I am attracted to Britain by its culture (eg theatre, music etc)’, by country, October 2011
                            • Scenery scores highly
                              • Figure 9: Agreement with ‘I am attracted to Britain by its scenery’, by country, October 2011
                            • Expense vs exchange rates
                              • Figure 10: Agreement with statements ‘Britain is too expensive as a destination’ and ‘Exchange rate changes have made it more likely for me to visit Britain’, by country, October 2011
                            • 2012 plans
                              • Figure 11: Agreement with ‘I will/may visit Britain in 2012 because of the Olympics in London’, by country, October 2011
                            • What we think
                            • Issues in the Market

                                • What do aviation trends signify for the UK-inbound market?
                                  • How important are ‘non-traditional’ inbound markets for the UK?
                                    • Will the 2013/14 expansion of international rail services make a difference to inbound tourism?
                                      • Is there potential for non-London UK holiday tours in 2012?
                                        • Can operators outside the accommodation sector directly benefit from the Olympics?
                                        • Future Opportunities

                                            • Trend: Patriot Games
                                              • Trend: Transumers
                                              • Internal Market Environment

                                                • Key points
                                                  • Holiday high
                                                    • Figure 12: Overseas residents’ visits to the UK, by purpose of visit, 2005-10
                                                  • Spend still rising
                                                    • Figure 13: Overseas residents’ spending in the UK, by purpose of visit, 2005-10*
                                                    • Figure 14: Overseas residents’ average spending in the UK, by purpose of visit, 2005-10*
                                                  • Hotels head accommodation
                                                    • Figure 15: Type of accommodation used by inbound holiday visitors staying in the UK for at least one night, 2006-10
                                                  • Riots seen worldwide
                                                    • ‘GREAT’ invitations
                                                      • Olympics looms large
                                                        • Taxing times ahead
                                                            • Figure 16: Air Passenger Duty, at November 2011
                                                        • Broader Market Environment

                                                          • Key points
                                                            • The cuts
                                                              • Pound stays weak
                                                                • Figure 17: Annual average exchange rates for Sterling, 2007-11
                                                                • Figure 18: Monthly average exchange rates for Sterling against the US Dollar and euro, January 2007-September 2011
                                                                • Figure 19: UK consumer price index, retail price index and VAT rate, 2006-11
                                                              • Online world keeps growing
                                                                • Figure 20: Top 20 countries, by number of internet users, June 2011
                                                                • Figure 21: Internet penetration of top 20 countries (by number of internet users), 2009 and 2011
                                                              • Rail service expansion on track
                                                              • Competitive Context

                                                                • Key points
                                                                  • UK takes sixth in arrivals…
                                                                    • Figure 22: International tourist arrivals (overnight visitors), by country of destination, 2006-10
                                                                  • …and seventh in expenditure
                                                                    • Figure 23: Inbound tourism expenditure, 2006-10
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Inspiration and ‘greatness’
                                                                      • Transport – sea and tunnel
                                                                        • Limited and exclusive
                                                                          • Britain’s got celebrities
                                                                            • Flying in
                                                                              • Smartphones and social networks
                                                                                • Floating hotels
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Inbound increases
                                                                                      • Figure 24: Overseas residents’ holiday visits to/spending in UK, 2006-16
                                                                                    • Four in five are independent holidays
                                                                                      • Figure 25: Overseas residents’ holiday visits to the UK – inclusive tours and independent visits, 2006-10
                                                                                      • Figure 26: Overseas residents’ holiday spend* in the UK – inclusive tours and independent visits, 2006-10
                                                                                    • Short breaks second choice
                                                                                      • Figure 27: Overseas residents’ holiday visits to the UK – short breaks vs longer holidays, 2006-10
                                                                                      • Figure 28: Overseas residents’ holiday expenditure* in the UK – short breaks vs longer holidays, 2006-10
                                                                                    • Forecast
                                                                                        • Figure 29: Forecast of overseas residents’ holiday visits to UK, 2006-16
                                                                                        • Figure 30: Forecast of overseas residents’ holiday spending in UK, 2006-16
                                                                                      • Forecast methodology
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • Europe ascendant as ‘other’ spend grows
                                                                                            • Figure 31: Overseas residents’ holiday visits to the UK, by region of origin, 2006-10
                                                                                            • Figure 32: Overseas residents’ holiday spend* in the UK, by region of origin, 2006-10
                                                                                          • French and Germans flock, US citizens’ spend stays top but shrinks
                                                                                            • Figure 33: Top ten source markets, by holiday visits, 2006-10
                                                                                            • Figure 34: Top ten source markets, by holiday spend*, 2006-10
                                                                                          • Holidays from India up to almost 120,000
                                                                                            • Figure 35: Top 15 fastest-growing inbound markets (by number of holidays to the UK), 2009-10
                                                                                          • Flights stay top choice, but tunnel use surges
                                                                                            • Figure 36: Overseas residents’ holiday visits to the UK, by mode of transport, 2006-10
                                                                                          • London dominates visits
                                                                                            • Figure 37: Visits (all purposes*) from overseas to areas of UK, 2005-10**
                                                                                            • Figure 38: Number of UK regional visits, by inbound holidaymakers, 2010
                                                                                        • Market Share

                                                                                          • Key points
                                                                                            • France top for tourists…
                                                                                              • Figure 39: International tourist arrivals market share, 2006-10
                                                                                            • …with US top for spend
                                                                                              • Figure 40: Inbound tourism expenditure market share, 2006-10
                                                                                          • Companies and Products

                                                                                              • VisitBritain
                                                                                                • Strategy
                                                                                                  • Campaigns
                                                                                                    • VisitScotland
                                                                                                      • Figure 41: Key financials of VisitScotland, 2009 and 2010
                                                                                                    • Inbound breakdown
                                                                                                      • Figure 42: Top origins of overseas tourists to Scotland, 2010
                                                                                                    • Strategy
                                                                                                      • Campaigns
                                                                                                        • Figure 43: Main marketing campaigns, VisitScotland, 2010-11
                                                                                                      • Visit Wales
                                                                                                        • Inbound breakdown
                                                                                                          • Figure 44: Top origins of overseas tourists to Wales, 2010
                                                                                                        • Strategy and campaigns
                                                                                                          • London & Partners
                                                                                                            • Inbound breakdown
                                                                                                              • Figure 45: Top 10 inbound markets for London, by volume, 2010
                                                                                                            • Northern Ireland Tourism Board
                                                                                                                • Figure 46: Key financials for Northern Ireland Tourist Board, 2009 and 2010
                                                                                                              • Strategy
                                                                                                                • Campaigns
                                                                                                                  • Inbound breakdown
                                                                                                                    • Figure 47: Northern Ireland estimated visitors, nights and expenditure, by country of residence, 2010
                                                                                                                  • UKinbound
                                                                                                                      • Figure 48: Key financials, UKinbound, 2009 and 2010
                                                                                                                    • British Airways
                                                                                                                        • Figure 49: Key financials, British Airways, 2009 and 2010
                                                                                                                      • easyJet
                                                                                                                          • Figure 50: Key financials, easyJet, 2009 and 2010
                                                                                                                        • Ryanair
                                                                                                                            • Figure 51: Key financials for Ryanair, 2010 and 2011
                                                                                                                            • Figure 52: New routes from/to the UK, Ryanair, 2011/12
                                                                                                                          • Eurostar
                                                                                                                              • Figure 53: Key financials for Eurostar, 2009 and 2010
                                                                                                                          • Attitudes Towards the UK as a Destination

                                                                                                                            • Key points
                                                                                                                              • British heritage
                                                                                                                                • Figure 54: Agreement with ‘I am fascinated by Britain’s heritage (eg Royal Family, historic buildings etc)’, by country, October 2011
                                                                                                                                • Figure 55: Agreement with ‘I am fascinated by Britain’s heritage (eg Royal Family, historic buildings etc)’ – Americans, 2009 and 2011
                                                                                                                              • Coming for culture
                                                                                                                                • Figure 56: Agreement with ‘I am attracted to Britain by its culture (eg theatre, music etc)’, by country, October 2011
                                                                                                                              • Scenery at the summit
                                                                                                                                • Figure 57: Agreement with ‘I am attracted to Britain by its scenery’, by country, October 2011
                                                                                                                              • Getting here, getting around
                                                                                                                                • Figure 58: Agreement with ‘Britain is too far away/too hard to get to’, by country, October 2011
                                                                                                                                • Figure 59: Agreement with ‘I’d be interested in visiting several places in Britain in one trip’, by country, October 2011
                                                                                                                                • Figure 60: Agreement with ‘I am mainly interested in visiting London’, by country, October 2011
                                                                                                                                • Figure 61: Germans’ agreement with ‘I am mainly interested in visiting London’ vs Germans’ agreement with ‘I’d be interested in visiting several places in Britain in one trip’, October 2011
                                                                                                                              • Food reputation flounders
                                                                                                                                • Figure 62: Agreement with ‘Britain does not have a wide range of food and drink’, by country, October 2011
                                                                                                                              • Cost concerns
                                                                                                                                • Figure 63: Agreement with ‘Britain is too expensive as a destination’, by country, October 2011
                                                                                                                                • Figure 64: Percentage of respondents agreeing* that ‘Britain is too expensive as a destination’, by country, 2009 and 2011
                                                                                                                                • Figure 65: Agreement with ‘Exchange rate changes have made it more likely for me to visit Britain’, by country, October 2011
                                                                                                                              • Olympic allure
                                                                                                                                • Figure 66: Agreement with ‘I will/may visit Britain in 2012 because of the Olympics in London’, by country, October 2011
                                                                                                                              • Multiculturalism appreciated
                                                                                                                                • Figure 67: Agreement with ‘Britain’s multiculturalism appeals to me’, by country, October 2011
                                                                                                                              • Riot impact receding, but real
                                                                                                                                • Figure 68: Agreement with ‘The August 2011 riots in London have put me off visiting the UK’, by country, October 2011
                                                                                                                            • European Countries Considered as an Alternative Holiday Destination

                                                                                                                              • Key points
                                                                                                                                • Figure 69: Wordcloud denoting relative preference of European destinations to Britain by the French, Germans, Spanish, Italians and Americans, October 2011*
                                                                                                                              • French choose Spain and Italy
                                                                                                                                • Figure 70: European destinations preferred to Britain by the French, October 2011
                                                                                                                              • Half from Spain go for Italy
                                                                                                                                • Figure 71: European destinations preferred to Britain by the Spanish, October 2011
                                                                                                                              • Germans rank Spain first
                                                                                                                                • Figure 72: European destinations preferred to Britain by the Germans, October 2011
                                                                                                                              • Almost six in ten Italians choose Spain
                                                                                                                                • Figure 73: European destinations preferred to Britain by the Italians, October 2011
                                                                                                                              • US likes Italy, but cooler on Spain than Europeans
                                                                                                                                • Figure 74: European destinations preferred to Britain by the Americans, October 2011
                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                • Figure 75: Inbound holidays market volume and forecast, best and worst case scenarios, 2011-16
                                                                                                                                • Figure 76: Inbound holidays market value* and forecast, best and worst case scenarios, 2011-16
                                                                                                                            • Appendix – French Attitudes Towards the UK as a Destination

                                                                                                                                • Figure 77: Agreement with the statements ‘I am fascinated by Britain’s heritage’ and ‘I am attracted to Britain by its culture’, by demographics – French, October 2011
                                                                                                                                • Figure 78: Agreement with the statements ‘I am attracted to Britain by its scenery’ and ‘I’d be interested in visiting several places in Britain in one trip’, by demographics – French, October 2011
                                                                                                                                • Figure 79: Agreement with the statements ‘Britain does not have a wide range of food and drink’ and ‘Britain is too expensive as a destination’, by demographics – French, October 2011
                                                                                                                                • Figure 80: Agreement with the statements ‘I will/may visit Britain in 2012 because of the Olympics in London’ and ‘Britain’s multiculturalism appeals to me’, by demographics – French, October 2011
                                                                                                                                • Figure 81: Agreement with the statements ‘I am mainly interested in visiting London’ and ‘Exchange rate changes have made it more likely for me to visit Britain’, by demographics – French, October 2011
                                                                                                                                • Figure 82: Agreement with the statements ‘Britain is too far away/too hard to get to’ and ‘The August 2011 riots in London have put me off visiting the UK’, by demographics – French, October 2011
                                                                                                                            • Appendix – Spanish Attitudes Towards the UK as a Destination

                                                                                                                                • Figure 83: Agreement with the statements ‘I am fascinated by Britain’s heritage’ and ‘I am attracted to Britain by its culture’, by demographics – Spaniards, October 2011
                                                                                                                                • Figure 84: Agreement with the statements ‘I am attracted to Britain by its scenery’ and ‘I’d be interested in visiting several places in Britain in one trip’, by demographics – Spaniards, October 2011
                                                                                                                                • Figure 85: Agreement with the statements ‘Britain does not have a wide range of food and drink’ and ‘Britain is too expensive as a destination’, by demographics – Spaniards, October 2011
                                                                                                                                • Figure 86: Agreement with the statements ‘I will/may visit Britain in 2012 because of the Olympics in London’ and ‘Britain’s multiculturalism appeals to me’, by demographics – Spaniards, October 2011
                                                                                                                                • Figure 87: Agreement with the statements ‘I am mainly interested in visiting London’ and ‘Exchange rate changes have made it more likely for me to visit Britain’, by demographics – Spaniards, October 2011
                                                                                                                                • Figure 88: Agreement with the statements ‘Britain is too far away/too hard to get to’ and ‘The August 2011 riots in London have put me off visiting the UK’, by demographics – Spaniards, October 2011
                                                                                                                            • Appendix – German Attitudes Towards the UK as a Destination

                                                                                                                                • Figure 89: Agreement with the statements ‘I am fascinated by Britain’s heritage’ and ‘I am attracted to Britain by its culture’, by demographics – Germans, October 2011
                                                                                                                                • Figure 90: Agreement with the statements ‘I am attracted to Britain by its scenery’ and ‘I’d be interested in visiting several places in Britain in one trip’, by demographics – Germans, October 2011
                                                                                                                                • Figure 91: Agreement with the statements ‘Britain does not have a wide range of food and drink’ and ‘Britain is too expensive as a destination’, by demographics – Germans, October 2011
                                                                                                                                • Figure 92: Agreement with the statements ‘I will/may visit Britain in 2012 because of the Olympics in London’ and ‘Britain’s multiculturalism appeals to me’, by demographics – Germans, October 2011
                                                                                                                                • Figure 93: Agreement with the statements ‘I am mainly interested in visiting London’ and ‘Exchange rate changes have made it more likely for me to visit Britain’, by demographics – Germans, October 2011
                                                                                                                                • Figure 94: Agreement with the statements ‘Britain is too far away/too hard to get to’ and ‘The August 2011 riots in London have put me off visiting the UK’, by demographics – Germans, October 2011
                                                                                                                            • Appendix – Italian Attitudes Towards the UK as a Destination

                                                                                                                                • Figure 95: Agreement with the statements ‘I am fascinated by Britain’s heritage’ and ‘I am attracted to Britain by its culture’, by demographics – Italians, October 2011
                                                                                                                                • Figure 96: Agreement with the statements ‘I am attracted to Britain by its scenery’ and ‘I’d be interested in visiting several places in Britain in one trip’, by demographics – Italians, October 2011
                                                                                                                                • Figure 97: Agreement with the statements ‘Britain does not have a wide range of food and drink’ and ‘Britain is too expensive as a destination’, by demographics – Italians, October 2011
                                                                                                                                • Figure 98: Agreement with the statements ‘I will/may visit Britain in 2012 because of the Olympics in London’ and ‘Britain’s multiculturalism appeals to me’, by demographics – Italians, October 2011
                                                                                                                                • Figure 99: Agreement with the statements ‘I am mainly interested in visiting London’ and ‘Exchange rate changes have made it more likely for me to visit Britain’, by demographics – Italians, October 2011
                                                                                                                                • Figure 100: Agreement with the statements ‘Britain is too far away/too hard to get to’ and ‘The August 2011 riots in London have put me off visiting the UK’, by demographics – Italians, October 2011
                                                                                                                            • Appendix – American Attitudes Towards the UK as a Destination

                                                                                                                                • Figure 101: Agreement with the statements ‘I am fascinated by Britain’s heritage’ and ‘I am attracted to Britain by its culture’, by demographics – Americans, October 2011
                                                                                                                                • Figure 102: Agreement with the statements ‘I am attracted to Britain by its scenery’ and ‘I’d be interested in visiting several places in Britain in one trip’, by demographics – Americans, October 2011
                                                                                                                                • Figure 103: Agreement with the statements ‘Britain does not have a wide range of food and drink’ and ‘Britain is too expensive as a destination’, by demographics – Americans, October 2011
                                                                                                                                • Figure 104: Agreement with the statements ‘I will/may visit Britain in 2012 because of the Olympics in London’ and ‘Britain’s multiculturalism appeals to me’, by demographics – Americans, October 2011
                                                                                                                                • Figure 105: Agreement with the statements ‘I am mainly interested in visiting London’ and ‘Exchange rate changes have made it more likely for me to visit Britain’, by demographics – Americans, October 2011
                                                                                                                                • Figure 106: Agreement with the statements ‘Britain is too far away/too hard to get to’ and ‘The August 2011 riots in London have put me off visiting the UK’, by demographics – Americans, October 2011
                                                                                                                            • Appendix – European Countries Considered as an Alternative Holiday Destination by French Consumers

                                                                                                                                • Figure 107: Most popular European destinations preferred to Britain, by demographics – French, October 2011
                                                                                                                                • Figure 108: Next most popular European destinations preferred to Britain, by demographics – French, October 2011
                                                                                                                                • Figure 109: Other European destinations preferred to Britain, by demographics – French, October 2011
                                                                                                                            • Appendix – European Countries Considered as an Alternative Holiday Destination by Spanish Consumers

                                                                                                                                • Figure 110: Most popular European destinations preferred to Britain, by demographics – Spaniards, October 2011
                                                                                                                                • Figure 111: Next most popular European destinations preferred to Britain, by demographics – Spaniards, October 2011
                                                                                                                            • Appendix – European Countries Considered as an Alternative Holiday Destination by German Consumers

                                                                                                                                • Figure 112: Most popular European destinations preferred to Britain, by demographics – Germans, October 2011
                                                                                                                                • Figure 113: Next most popular European destinations preferred to Britain, by demographics – Germans, October 2011
                                                                                                                                • Figure 114: Other European destinations preferred to Britain, by demographics – Germans, October 2011
                                                                                                                            • Appendix – European Countries Considered as an Alternative Holiday Destination by Italian Consumers

                                                                                                                                • Figure 115: Most popular European destinations preferred to Britain, by demographics – Italians, October 2011
                                                                                                                                • Figure 116: Next most popular European destinations preferred to Britain, by demographics – Italians, October 2011
                                                                                                                                • Figure 117: Other European destinations preferred to Britain, by demographics – Italians, October 2011
                                                                                                                            • Appendix – European Countries Considered as an Alternative Holiday Destination by American Consumers

                                                                                                                                • Figure 118: Most popular European destinations preferred to Britain, by demographics – Americans, October 2011
                                                                                                                                • Figure 119: Next most popular European destinations preferred to Britain, by demographics – Americans, October 2011
                                                                                                                                • Figure 120: Other European destinations preferred to Britain, by demographics – Americans, October 2011

                                                                                                                            Companies Covered

                                                                                                                            • AMR Corporation (American Airlines)
                                                                                                                            • British Airways Plc
                                                                                                                            • British Incoming Tour Operators Association (The)
                                                                                                                            • European Tour Operators Association
                                                                                                                            • Hard Rock Cafe
                                                                                                                            • Iberia, Líneas Aéreas de España SA
                                                                                                                            • London Development Agency
                                                                                                                            • Northern Ireland Tourist Board,
                                                                                                                            • Ryanair Holdings plc
                                                                                                                            • Samsung Electronics (UK) Ltd
                                                                                                                            • The International Consolidated Airlines Group
                                                                                                                            • TripAdvisor LLC
                                                                                                                            • VisitScotland
                                                                                                                            • Welsh Tourist Board

                                                                                                                            Inbound Tourism - UK - November 2011

                                                                                                                            £1,995.00 (Excl.Tax)