Long-haul Holidays - Is the World Shrinking? - UK - March 2009
The overseas holiday market has enjoyed a decade of sustained growth, but under the impact of recession the number of trips is now expected to decline by around 2% in 2009. In fact, whilst the value of the whole market has grown by 24% over the past five years, almost all of the volume growth has actually occurred in trips beyond the original EU 15 destinations.
Rising living standards have been the bedrock for a growing desire amongst savvy short-haul travellers to spread their wings and explore new cultures in a globalised world where, for some consumers, popular holiday expectations have shifted from Margate to Marbella to the Maldives in the space of three generations.
This report provides an overview of the market for long-haul holidays abroad, investigating the core market factors, strengths and weaknesses, consumer dynamics, and likely future trends.
Which holiday destinations show the fastest rates of growth? Have certain destinations already benefited from the change in economic climate? Which will benefit in the short and long term?
What impact will recession have on the consumer wanderlust and experimentation of recent years? What are the long-term prospects for holidays outside of Europe?
Is Europe becoming prohibitively expensive as a destination? Will this benefit long-haul travel despite higher transport costs? Do people look for cheap flights above all else?
Can the long-haul, low-cost airline business model ever be truly sustainable?
Do opinions regarding long-haul vs short-haul and the cost/convenience of flying change with age? Does having children put people off long haul?
What kinds of innovation are we seeing in the long-haul market in terms of destination and holiday type?
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