Independent Holidays - UK - July 2010
This report considers independent holidays, examining consumer trends, how the recession has impacted the market, innovations of relevance, the future of the market, strengths and weaknesses, segment performance, consumer attitudes, research and booking methods.
- Mintel estimates that independent holidays will make up over two-thirds of the total in 2010, continuing the long-term growth in market share that was unaffected by the recession.
- 2009’s economic circumstances exacerbated the (already strong) link between household earnings and holidays taken – the higher household earnings are, the more likely consumers are to take trips. This correlation is particularly true of independent holidaymakers, as over seven in ten of those living in households earning £50,000-plus per annum took an independent break in the 12 months to May 2010.
- Air travel remains the dominant overseas holiday choice, used in just under eight in ten of all such breaks in 2009. Both sea and tunnel modes improved market share in the year of the ‘travel recession’ however, with the consumer flight to value particularly increasing the use of cars – particularly as petrol prices dropped from 2008’s (then) record highs.
- Mintel’s target analysis reveals that holidaymaking consumers break down roughly into thirds in their opinions regarding independent holidays – the enthusiasts, those that see both good and bad points, and non fans. And even in the latter group over one in two took an independent break in the last 12 months, showing just how commonplace this type of holiday is.
- Amongst independent holidaymakers, almost all age groups say that interesting landscape/scenery is the most important factor of a break. The exceptions are 16-24-year-olds, who prefer new destinations, and 45-54-year-olds, who look for good-quality local food and drink first.
- The confidence to organise an independent holiday shows a significant degree of variation by demographics – for example, 16-24-year-olds, lowest household earners and DE consumers are least likely to have faith in their abilities to arrange such a trip. However, even amongst these segments, never less than one in two people say they are confident.
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