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Short and City Breaks - UK - August 2015

"The outlook for the short break market is promising; overall, consumers are planning to take more short breaks in the next 12 months. The top three most popular overseas destinations for short breaks remain France, Spain, and the Netherlands, all of which saw growth. Holidaymakers’ choice of destination is primarily influenced by the ability to relax, value for money, climate, and a ‘sense of the unknown"

This report looks at the following issues:

  • What draws consumers? The sense of the unknown
  • Relaxation and digital detox go hand in hand

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Table of contents

  1. Overview

    • What you need to know
      • Scope of the report
      • Executive Summary

        • Domestic market decline drives overall drop in short breaks
          • Figure 1: Total short break market volume forecast, 2010-20
        • Last short break destination
          • Figure 2: Last short break destination, June 2015
        • Consumers plan to take more short breaks in the coming year
          • Figure 3: Future short holidays versus future long holidays likely to be taken, June 2015
        • City break top-ups in the low season
          • Figure 4: Type of short break last taken, June 2015
        • Short break booking methods
          • Figure 5: Booking method for short holiday, June 2015
        • Short break decision influences
          • Figure 6: Influencing factors for choosing short break destination, June 2015
        • Relaxing in the countryside and historical tours are top draws
          • Figure 7: Most appealing activities while on short breaks, June 2015
        • Historical tours second most popular
        • Issues and Insights

          • What draws consumers? The sense of the unknown
            • The facts
              • The implications
                • Relaxation and digital detox go hand in hand
                  • The facts
                    • The implications
                    • The Market – What You Need to Know

                      • Overseas rise but domestic fall affects overall short breaks market
                        • Stronger Pound can fuel short breaks
                          • New routes for the Eurostar
                            • High rail fares to limit domestic breaks via rail
                              • The economy and the consumer
                                • Booking.com challenges Airbnb
                                  • Will the UK finally scrap air passenger duty?
                                    • Proposed decision on Heathrow’s third runway set for autumn
                                    • Market Size and Forecast

                                        • Figure 8: Total short break (1-3 nights) taken by UK residents, volume and value, 2010-20
                                        • Figure 9: Total short break market volume forecast, 2010-20
                                        • Figure 10: Total short break market value forecast, 2010-20
                                      • A boom in the overseas market depresses the domestic sector
                                        • Figure 11: Domestic short breaks taken by UK residents, 2010-20
                                        • Figure 12: Domestic short break market volume forecast, 2010-20
                                        • Figure 13: Domestic short break market value forecast, 2010-20
                                      • Overseas market enjoys strong performance
                                        • Figure 14: Overseas short breaks taken by UK residents, 2010-20
                                        • Figure 15: Overseas short break market volume forecast, 2010-20
                                        • Figure 16: Overseas short break market value forecast, 2010-20
                                    • Segment Performance

                                      • France the top destination for overseas short breaks
                                        • Figure 17: Most popular short break (1-3 nights) destinations, 2013-14
                                      • Overseas package booking grows
                                        • Figure 18: Overseas short breaks taken by UK residents, independent versus non-independent, 2010-14
                                      • Share of overseas air travel continues to rise but will face competition
                                        • Figure 19: Overseas short breaks taken by UK residents, by transport method, 2010-14
                                    • Market Drivers

                                      • Stronger pound can fuel short breaks
                                        • Figure 20: Pound versus euro, July 2008-July 2015
                                        • Figure 21: British Pound value increase/decrease against selected destination currencies, 2012-15
                                      • City costs barometer 2015
                                        • Figure 22: Post Office city costs barometer 2015
                                      • High train fares to limit domestic breaks via rail
                                          • Figure 23: UK rail fares index, 2004-15
                                        • New routes for the Eurostar
                                          • Petrol pump prices fall
                                            • Figure 24: Petrol and diesel pump price, January 2010-July 2015
                                          • The economy and the consumer
                                            • Figure 25: Consumer confidence index, October 2014 to July 2015
                                          • Promoting short breaks in spring and autumn
                                            • Figure 26: Months holidays were taken in the past 12 months, by type of holiday, October 2014
                                          • Will the UK finally scrap air passenger duty?
                                            • Proposed decision on Heathrow’s third runway set for autumn
                                              • Decrease in the price of jet fuel as oil prices remain low
                                                • Figure 27: Jet fuel prices, Pound Sterling per gallon, July 2010-July 2015
                                            • Who’s Innovating?

                                              • Hotel Urbano allows travellers to pay in instalments
                                                • Pillow aids Airbnb accommodation renters
                                                  • Orbitz.com taking measures to streamline bookings
                                                    • Booking.com challenges Airbnb
                                                    • The Consumer – What You Need to Know

                                                      • A higher proportion of younger Millennials take short breaks…
                                                        • ...but the older affluent consumers take more
                                                          • Consumers taking more short breaks in the last year
                                                            • Most consumers staying close to home
                                                              • City breaks most popular type of short breaks
                                                                • Most consumers book just accommodation
                                                                  • Relaxation biggest influence on destination choice
                                                                    • Value for money second biggest influence
                                                                      • Consumers seek a sense of the unknown
                                                                        • Nightlife not such a big draw but important for Millennials
                                                                          • Most appealing activities; relaxing in the countryside
                                                                            • Most appealing activities; historical tours second most popular
                                                                              • Most appealing activities; art tours appeal
                                                                              • Short and Long Breaks Taken

                                                                                  • Figure 28: Past short and long holidays taken in the last 12 months, June 2015
                                                                                • Generally more Millennials take short breaks…
                                                                                  • ...but the older affluent consumers take more
                                                                                    • Consumers taking more short breaks than longer breaks
                                                                                      • Figure 29: Past short holidays versus past long holidays, June 2015
                                                                                    • Future short holiday plans
                                                                                      • Figure 30: Future short and long holidays likely to be taken in the next 12 months, June 2015
                                                                                    • Consumers plan to take more short breaks than longer holidays
                                                                                      • Figure 31: Future short holidays versus future long holidays likely to be taken, June 2015
                                                                                  • Short Break Destinations

                                                                                    • Most popular overseas short break destinations
                                                                                      • Figure 32: Most popular overseas short break destinations, 2013 and 2014
                                                                                    • Last short break destination
                                                                                      • Figure 33: Last short break destination, June 2015
                                                                                  • Types of Short Breaks

                                                                                      • Figure 34: Type of short break, June 2015
                                                                                    • Younger people favour city breaks
                                                                                      • Women aged 45+ favour countryside breaks
                                                                                        • Figure 35: Type of short break, by gender, June 2015
                                                                                      • Beach holidays not popular among Scottish holidaymakers
                                                                                      • Short Break Booking Methods

                                                                                          • Figure 36: Booking method for short holiday, June 2015
                                                                                        • Consumers are shopping around
                                                                                        • Research Done Before, and While on Holiday

                                                                                            • Figure 37: Research done before holiday and while on holiday, June 2015
                                                                                          • Location based advertising
                                                                                            • Figure 38: Research done before leaving versus at the destination, June 2015
                                                                                          • Geo-targeted recommendations via beacons can help travellers explore
                                                                                            • Concerns over data privacy and spamming
                                                                                            • Short Break Decision Influences

                                                                                                • Figure 39: Influencing factors for choosing short break destination, June 2015
                                                                                              • Time to switch off
                                                                                                • Value for money
                                                                                                  • Well-off consumers just as likely to be cautious
                                                                                                    • The value of the short break
                                                                                                      • In search of ‘the real thing’ and the unknown
                                                                                                        • Short shopping trips
                                                                                                          • Beacon technology to help target holidaymakers
                                                                                                            • Romantic appeal
                                                                                                              • Nightlife not such a big pull for the general population
                                                                                                                • Events
                                                                                                                  • Figure 40: Influencing factors for choosing short break destination, June 2015
                                                                                                              • Most Appealing Activities

                                                                                                                  • Figure 41: Most appealing activities while on short breaks, June 2015
                                                                                                                • Retirees keen on relaxing in the country
                                                                                                                  • Historical tours second most popular
                                                                                                                    • Art tours appeal
                                                                                                                      • Spa treatments
                                                                                                                        • Outdoor pursuits
                                                                                                                          • Food and drink activities
                                                                                                                          • CHAID Analysis – Key Targets for Different Influencing Factors

                                                                                                                            • Methodology
                                                                                                                              • Influencing factors for choosing a destination
                                                                                                                                  • Figure 42: Factors/reasons influencing the choice of destination for a short break – CHAID – Tree output, June 2015
                                                                                                                                  • Figure 43: Factors/reasons influencing the choice of destination for a short break – CHAID – Table output, June 2015
                                                                                                                              • Appendix

                                                                                                                                  • Abbreviations
                                                                                                                                    • Definitions
                                                                                                                                      • Forecast methodology

                                                                                                                                      Companies Covered

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                                                                                                                                      Short and City Breaks - UK - August 2015

                                                                                                                                      £1,995.00 (Excl.Tax)