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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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Table of contents

  1. Issues in the Market

      • Key issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Trust in sea
              • Work and reward
              • Market in Brief

                • Independent days
                  • Internet and the future
                    • Research to booking
                      • Who, what, where?
                        • Air, sea, rail
                          • Enjoyment and enthusiasts
                          • Internal Market Environment

                            • Key points
                              • Home for holidays
                                • Figure 1: Domestic holiday volume and value, 2005-10
                                • Figure 2: Average domestic holiday expenditure*, 2005-10
                              • Getting away
                                • Figure 3: Overseas holiday volume and value, 2005-10
                                • Figure 4: Average overseas holiday expenditure*, 2005-10
                              • Scheduled flights lead the way
                                • Figure 5: International air passenger traffic to and from UK airports, 2005-09
                              • Planes, trains and automobiles
                                • Figure 6: Price and journey time comparison of air vs rail vs tunnel/car travel, travelling July 2010
                              • Ash clouds, plans and compensation
                                • Figure 7: Volcano’s impact on travel plans for 2010, May 2010
                            • Broader Market Environment

                              • Key points
                                • From recession to recovery
                                  • Figure 8: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                • ABs, C1s, C2s grow
                                  • Figure 9: Forecast adult population trends, by socio-economic group, 2005-15
                                • Ageing along
                                  • Figure 10: Trends in the age structure of the UK population, by gender, 2005-15
                                • Online on the up
                                  • Figure 11: Broadband penetration, by demographics, 2004-09
                                • Exchange rates
                                  • Figure 12: Exchange rates for Sterling, 2005-10
                                • Oil on the up
                                  • Figure 13: Crude oil prices, 2005-10
                              • Competitive Context

                                • Key points
                                  • Air ascendant
                                    • Figure 14: Total overseas holiday trips, by mode of transport, 2004-09
                                  • Go green, go rail
                                    • Figure 15: Estimated greenhouse gas emissions and CO2 emissions per passenger, by transport mode, 2008
                                  • Independent pushes out packages
                                    • Figure 16: Inclusive tours versus independent holidays, by volume, 2005-10
                                • Strengths and Weaknesses in the Market

                                    • Strengths
                                      • Broadband future…
                                        • …and online development
                                          • Socio-economic growth
                                            • On track
                                              • Back away
                                                • Weaknesses
                                                  • Travel maze
                                                    • Cuts constrain growth
                                                      • Expendability
                                                        • Air travel future clouded
                                                          • Volcano(s) impact
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Google vs Microsoft
                                                                • Price tracking and planning
                                                                  • Fly in comfort, board in austerity
                                                                    • Targeting the grey pound
                                                                      • Sea changes
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • Independently minded
                                                                            • Figure 17: Independent versus all overseas holidays, by volume, 2005-15
                                                                            • Figure 18: Independent versus all overseas holidays, by value*, 2005-15
                                                                          • Recession drives flight to value
                                                                            • Figure 19: Cost of last independent holiday, 2005-09
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Increasing diversification
                                                                              • Figure 20: Independent holiday types, 2005-09
                                                                              • Figure 21: Overseas independent holidays, by duration, 2005-09
                                                                            • VFR boosted
                                                                              • Figure 22: Independent holiday accommodation, 2005-09
                                                                              • Figure 23: Overseas independent holidays, by region, 2005-09
                                                                            • Recession emphasises trends
                                                                              • Figure 24: Top independent holidays – short-haul destinations, by number of visits, 2004-09
                                                                              • Figure 25: Top independent holidays – long-haul destinations, by number of visits, 2004-09
                                                                          • Market Share

                                                                            • Key points
                                                                              • Budget airlines rise above recession
                                                                                • Figure 26: Scheduled airline passengers uplifted to/from UK by main UK airlines, 2005-09
                                                                                • Figure 27: Sea/tunnel passengers carried by main UK operators, 2009
                                                                            • Companies and Products

                                                                                • British Airways plc
                                                                                    • Figure 28: Key financials for British Airways Plc, 2009 and 2010
                                                                                  • bmibaby
                                                                                    • easyJet
                                                                                        • Figure 29: Key financials for easyJet Plc, 2008 and 2009
                                                                                      • Eurostar
                                                                                          • Figure 30: Key financials for Eurostar, 2008 and 2009
                                                                                        • Eurotunnel
                                                                                            • Figure 31: Key financials for Eurotunnel, 2008 and 2009
                                                                                          • Lastminute.com
                                                                                            • P&O Ferries
                                                                                              • Figure 32: Key financials for P&O Ferries, 2007 and 2008
                                                                                            • Ryanair
                                                                                              • Figure 33: Key financials for Ryanair (converted from euros), 2009 and 2010
                                                                                            • Travelsupermarket.com
                                                                                                • Figure 34: Travelsupermarket.com revenue, 2008 and 2009
                                                                                              • TripAdvisor
                                                                                                • Figure 35: Key financials for TripAdvisor UK, 2007 and 2008
                                                                                            • Channels to Market

                                                                                              • Key points
                                                                                                • Internet dominates but travel agent use up
                                                                                                  • Figure 36: Independent holiday booking methods, 2005-09
                                                                                                • Lead-in times largely constant
                                                                                                  • Figure 37: Advance booking made for last independent holiday, 2005-09
                                                                                              • Independent Holidays Taken

                                                                                                • Key points
                                                                                                  • Independent takes the lion’s share
                                                                                                    • Figure 38: Types of holidays taken in the last 12 months, May 2010
                                                                                                  • Who goes independent?
                                                                                                    • Abroad, along, a short
                                                                                                    • Important Factors When Choosing a Holiday

                                                                                                      • Key points
                                                                                                        • Top priorities
                                                                                                          • Figure 39: Important factors on holidays and independent holidays, May 2010
                                                                                                        • Independents’ choices
                                                                                                          • Fly away cheaply
                                                                                                            • UK versus away
                                                                                                              • Figure 40: Important factors on holiday by type of independent holiday taken in the last 12 months, May 2010
                                                                                                            • Short versus long
                                                                                                              • Figure 41: Important factors on holiday by length of independent stay in the last 12 months, May 2010
                                                                                                          • Independent Holiday Research

                                                                                                            • Key points
                                                                                                              • Flights and destinations
                                                                                                                • Figure 42: Pre booking activities among independent holidaymakers, May 2010
                                                                                                              • Online activities
                                                                                                                • Offline activities
                                                                                                                  • Talking about it – friends, relatives and professionals
                                                                                                                    • Activity and type
                                                                                                                      • Figure 43: Pre booking activities among independent holidaymakers by type of independent holiday taken in the last 12 months, May 2010
                                                                                                                    • Research and desire
                                                                                                                      • Figure 44: Pre booking activities among independent holidaymakers by most popular factors on holiday, May 2010
                                                                                                                      • Figure 45: Pre booking activities among independent holidaymakers by next most popular factors on holiday, May 2010
                                                                                                                  • What People Think of Independent Holidays

                                                                                                                    • Key points
                                                                                                                      • Freedom, confidence and enjoyment
                                                                                                                        • Figure 46: Attitudes towards independent holidays, May 2010
                                                                                                                      • Online and on budget
                                                                                                                        • Men, plans and holiday types
                                                                                                                          • Home and away
                                                                                                                            • Figure 47: Attitudes towars independent holidays by type of holidays taken in the last 12 months, May 2010
                                                                                                                          • New destination seekers look for more
                                                                                                                            • Figure 48: Attitudes towards independent holidays by most popular factors while on holiday, May 2010
                                                                                                                          • Following interests and instinct
                                                                                                                            • Figure 49: Attitudes towards independent holidays by next most popular important factors on holiday, May 2010
                                                                                                                          • Pros and cons
                                                                                                                            • Figure 50: Attitudes towards Independent holidays by pre booking activities among independent holidaymakers, May 2010
                                                                                                                        • Independent Holiday Targeting Opportunities

                                                                                                                          • Key points
                                                                                                                            • Figure 51: Independent holiday target groups, May 2010
                                                                                                                          • Enthusiasts
                                                                                                                            • Good and Bad
                                                                                                                              • Non-fans
                                                                                                                                  • Figure 52: Types of holidays taken in the last 12 months, by target groups, May 2010
                                                                                                                              • Appendix – Competitive Context

                                                                                                                                  • Figure 53: Main method of travel used for last independent holiday, 2005-09
                                                                                                                              • Appendix – Independent Holidays Taken

                                                                                                                                  • Figure 54: Types of holidays taken in the last 12 months, by demographics, May 2010
                                                                                                                                  • Figure 55: Independent holidays taken for 4+ nights in the last 12 months, by demographics, May 2010
                                                                                                                                  • Figure 56: Short break independent holidays taken in the last 12 months, by demographics, May 2010
                                                                                                                                  • Figure 57: Packaged holidays taken in the last 12 months, by demographics, May 2010
                                                                                                                              • Appendix – Important Factors When Choosing a Holiday

                                                                                                                                  • Figure 58: Important factors on holiday, by types of holidays taken in the last 12 months, May 2010
                                                                                                                                  • Figure 59: Most important factors on holiday, by demographics, May 2010
                                                                                                                                  • Figure 60: Next most important factors on holiday, by demographics, May 2010
                                                                                                                                  • Figure 61: Other important factors on holiday, by demographics, May 2010
                                                                                                                                  • Figure 62: Most important factors while choosing independent holidays, by demographics, May 2010
                                                                                                                                  • Figure 63: Next most important factors while choosing independent holidays, by demographics, May 2010
                                                                                                                                  • Figure 64: Other important factors while choosing independent holidays, by demographics, May 2010
                                                                                                                              • Appendix – Independent Holiday Research

                                                                                                                                  • Figure 65: Pre booking activities of independent holidaymakers, by important factors on holiday, May 2010
                                                                                                                                  • Figure 66: Pre booking activities of independent holidaymakers, by type of holiday taken, May 2010
                                                                                                                                  • Figure 67: Pre booking activities of independent holidaymakers, by types of short stay independent holiday taken, May 2010
                                                                                                                                  • Figure 68: Most popular pre booking activities of independent holidaymakers, by demographics, May 2010
                                                                                                                                  • Figure 69: Next most popular pre booking activities of independent holidaymakrs, by demographics, May 2010
                                                                                                                              • Appendix – What People Think of Independent Holidays

                                                                                                                                  • Figure 70: Attitudes towards independent holidays, by type of holiday taken, May 2010
                                                                                                                                  • Figure 71: Attitudes towards independent holidays, by short break independent holidays taken, May 2010
                                                                                                                                  • Figure 72: Attitudes towards independent holidays, by important factors on holiday, May 2010
                                                                                                                                  • Figure 73: Attitudes towards independent holidays, by pre booking activities of independent holidaymakers, May 2010
                                                                                                                                  • Figure 74: Attitudes towards independent holidays, by other pre booking activities of independent holidaymakers, May 2010
                                                                                                                                  • Figure 75: Most popuar attitudes towards independent holidays, by demographics, May 2010
                                                                                                                                  • Figure 76: Next most popular attitudes towards independent holidays, by demographics, May 2010
                                                                                                                                  • Figure 77: Other attitudes towards independent holidays, by demographics, May 2010
                                                                                                                              • Appendix – Independent Holiday Targeting Opportunities

                                                                                                                                  • Figure 78: Attitudes towards independent holidays, by target groups, May 2010
                                                                                                                                  • Figure 79: Important factors on holiday, by target groups, May 2010
                                                                                                                                  • Figure 80: Pre booking activities of independent holidaymakers, by target groups, May 2010
                                                                                                                                  • Figure 81: Target groups, by demographics, May 2010

                                                                                                                              Companies Covered

                                                                                                                              • Air Travel Organisers' Licensing (ATOL)
                                                                                                                              • AirAsia
                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                              • AMR Corporation (American Airlines)
                                                                                                                              • Asda Group Ltd
                                                                                                                              • Association of British Travel Agents (The)
                                                                                                                              • BP p.l.c.
                                                                                                                              • British Airport Authority
                                                                                                                              • British Airways Plc
                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                              • Brittany Ferries
                                                                                                                              • BT Group plc
                                                                                                                              • Butlins Skyline Limited
                                                                                                                              • Center Parcs
                                                                                                                              • Civil Aviation Authority
                                                                                                                              • Co-operative Group
                                                                                                                              • Continental Airlines Inc.
                                                                                                                              • Deutsche Lufthansa AG
                                                                                                                              • Emirates
                                                                                                                              • Europcar International
                                                                                                                              • Eurostar UK Ltd
                                                                                                                              • Eurotunnel Shuttle Services
                                                                                                                              • Expedia.co.uk
                                                                                                                              • First Choice Holidays & Flights Ltd
                                                                                                                              • FlyBE
                                                                                                                              • Freeview
                                                                                                                              • Government Actuary's Department (GAD)
                                                                                                                              • Hotwire
                                                                                                                              • Iberia, Líneas Aéreas de España SA
                                                                                                                              • International Air Transport Association
                                                                                                                              • J. Sainsbury
                                                                                                                              • Jet2.com
                                                                                                                              • Kantar Media
                                                                                                                              • lastminute.com plc
                                                                                                                              • Lidl (UK)
                                                                                                                              • London & Continental Stations & Property Ltd
                                                                                                                              • Marks & Spencer
                                                                                                                              • Med Hotels
                                                                                                                              • Microsoft Ltd (UK)
                                                                                                                              • mmO2 plc
                                                                                                                              • Monarch Airlines
                                                                                                                              • Netto Foodstores Ltd
                                                                                                                              • Office for National Statistics
                                                                                                                              • Oneworld Alliance
                                                                                                                              • Orange plc (UK)
                                                                                                                              • P&O Ferries
                                                                                                                              • Post Office Limited
                                                                                                                              • Rail Europe Group Ltd
                                                                                                                              • Ryanair Holdings plc
                                                                                                                              • SeaFrance Ltd
                                                                                                                              • Sheraton Hotels & Resorts
                                                                                                                              • Silverjet Aviation Limited
                                                                                                                              • Stena Line AB
                                                                                                                              • T-Mobile (UK) Ltd
                                                                                                                              • Teletext Holidays
                                                                                                                              • Tesco Plc
                                                                                                                              • The Globespan Group plc
                                                                                                                              • Thomas Cook Group PLC
                                                                                                                              • Thomson Holidays
                                                                                                                              • Total Media Ltd
                                                                                                                              • Travelocity.com L.P.
                                                                                                                              • TripAdvisor LLC
                                                                                                                              • TUI UK
                                                                                                                              • Twitter, Inc.
                                                                                                                              • U.S. Department of Transportation
                                                                                                                              • Virgin Atlantic Airways Limited
                                                                                                                              • Virgin Group Ltd.
                                                                                                                              • Virgin Media Ltd
                                                                                                                              • Virgin Mobile
                                                                                                                              • VisitBritain
                                                                                                                              • Vodafone Group Plc (UK)
                                                                                                                              • Waitrose
                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                              • Zoom Airlines Ltd

                                                                                                                              Independent Holidays - UK - July 2010

                                                                                                                              £1,995.00 (Excl.Tax)