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Short Breaks - UK - August 2011

In this report, the term “short break” is taken to mean a holiday of between one and three nights, with a minimum of one night’s stay in paid accommodation.

An adult, for the purposes of Mintel’s research, is anyone aged 16 or over.

The standard travel and tourism definitions used in the terminology of this report are as follows:

  • tourism is any travel, which involves an overnight stay away from home.
  • a holiday is a subjectively defined form of tourism, as defined by the tourist in response to surveys such as IPS or BNTS. A holiday can be distinguished from other leisure travel such as visits to friends and relatives (VFR) or shopping trips.
  • a long holiday is a holiday of four nights or more away from home; a short break is a holiday that involves one to three nights away from home.
  • short-haul refers to air holidays within Europe, dominated by flights to Mediterranean resorts but including the Canary Islands, which are treated as a part of the Spanish market. Long-haul, therefore, refers to holidays outside Europe.
  • an inclusive tour, or package holiday, is defined as the simultaneous sale of at least two elements of a holiday to the traveller: fares on public transport (eg flights) and commercial accommodation (eg hotel or self-catering apartment). Other elements, such as meals or excursions, are not essential to the definition of an inclusive tour. The term ‘all-inclusive’ is used to describe a special type of resort holiday in which food, drink, excursions and other services are provided as part of the total holiday cost.
  • an independent holiday is one in which the traveller organises and books transport and accommodation from separate sources (eg a Channel ferry crossing and a caravan site in France).
  • seator flight-only is a type of independent holiday, and the terms are used to denote holidays in which travellers only purchase a return fare and thereafter book their own accommodation, car hire etc.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Volume forecast of short breaks, 2006-16
              • Figure 2: Value forecast of short breaks, 2006-16
            • Domestic switch
              • Market factors
                • Figure 3: Indexed trends in numbers of scheduled passengers carried by Ryanair and easyJet, 2006-10
              • Income squeezed
                • Demographics and currency
                  • Companies, brands and innovation
                    • The consumer
                      • Figure 4: Types of short break taken in the past 12 months, June 2011
                    • Where to – overseas
                      • Figure 5: Top five overseas short break destinations in the past 12 months, June 2011
                    • Where to – UK
                      • Figure 6: UK locations visited on short break in past 12 months, June 2011
                    • Breaking up the working year
                      • Figure 7: Top five attitudes towards short breaks, June 2011
                    • What we think
                    • Issues in the Market

                        • Where are the main opportunities for upselling/trading up in the market?
                          • What opportunities exist for expanding the range of travel options offered for short breaks?
                            • Having grown its share during the recession how can the UK maintain its appeal when the economy improves?
                              • How can short break operators tap into the ‘Switch Off’ trend?
                              • Future Opportunities

                                • Trend: Prepare for the Worst
                                  • Trend: Decline of Deference
                                  • Internal Market Environment

                                    • Key points
                                      • Low-cost airlines sector continue to drive independent travel…
                                        • Figure 8: Scheduled passengers carried by main low-cost airlines, 2006-10
                                      • … and boost UK airport traffic volumes
                                        • Figure 9: Passenger growth at UK airports, 2000-10
                                      • Air Passenger Duty rises make air travel less attractive
                                        • Figure 10: Air Passenger Duty, as of November 2010
                                      • The ferries and trains fights back
                                        • Oil prices cause concern
                                          • Figure 11: Trends in the price of crude oil, 2006-11
                                          • Figure 12: Kerosene-Type Jet Fuel monthly average Spot Price and US$:£ monthly average spot exchange rate, 2006-May 2011
                                        • Come rain or shine
                                          • Figure 13: UK weather trends, 2006-10
                                        • Eastern Europe offers bargain short-breaks
                                          • Figure 14: City break costs, 2011 vs 2010
                                      • Broader Market Environment

                                        • Key points
                                          • Economic weakness stifles consumer spending…
                                            • Figure 15: GDP, PDI, consumer expenditure and savings, at constant 2006 prices, 2006-16
                                          • … as UK economy teeters on verge of double-dip
                                            • Figure 16: GDP quarterly percentage change, Q1 2004-Q1 2011
                                          • Consumer confidence ebbs away
                                            • Figure 17: GfK NOP Consumer Confidence Index, January 1988-May 2011
                                          • Economy and finances are consumers’ biggest concerns
                                            • Figure 18: Trends in personal concerns, March 2010-March 2011
                                          • Older age group growth set to benefit domestic short breaks most
                                            • Figure 19: Trends in the age structure of the UK population, 2006-16
                                          • AB growth positive for short breaks industry
                                            • Figure 20: Forecast adult population trends, by socio-economic group, 2006-16
                                          • Older consumers gradually adopting internet
                                            • Figure 21: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2006-10
                                          • Exchange rate trends favour domestic breaks
                                            • Figure 22: Monthly average exchange rates for Sterling against the US Dollar and euro, 2006-May 2011
                                          • Happy holidays
                                            • Traffic travails
                                              • Figure 23: Trends in the number of licensed cars in Great Britain, 2006-11
                                          • Competitive Context

                                            • Key points
                                              • Holidays at home gain from downturn…
                                                • Figure 24: Domestic vs overseas holidays, 2006-10
                                              • … but overseas holidays take bulk of spend
                                                • Figure 25: Domestic and overseas holidays expenditure, 2006-10
                                                • Figure 26: Outbound holiday visits, by region visited, 2006-10
                                              • Overseas short breaks take relatively small share
                                                • Figure 27: Volume and value of the overseas short break market (1-3 nights) and overall holidays, 2006-10
                                              • Short breaks important part of domestic holidays market
                                                • Figure 28: Volume and value of the domestic short break market (1-3 nights) and overall holidays, 2006-10
                                            • Who’s Innovating?

                                              • Key points
                                                • easyJet branches out into holidays market
                                                  • The group buy comes to short breaks
                                                    • Olympics packages offer guaranteed tickets
                                                      • Inspire and go
                                                        • Tweet and fly
                                                          • Apps for all
                                                            • Skyscanner moves to offer comparison of travel modes
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Market set to grow in 2011 as domestic breaks hold up
                                                                  • Figure 29: Short breaks market value and volume trends, 2006-16
                                                                  • Figure 30: Number of short breaks (three nights or less) taken in the last 12 months, 2010
                                                                • Forecast
                                                                  • Figure 31: Volume forecast of short breaks, 2006-16
                                                                  • Figure 32: Value forecast of short breaks, 2006-16
                                                                • Forecast methodology
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Domestic breaks dominate
                                                                      • Figure 33: Short breaks market by volume, value and average cost, 2006-10
                                                                    • Domestic short breaks
                                                                      • Figure 34: Domestic short breaks market value and volume trends, 2006-11
                                                                    • Most domestic short breakers take 1-3 trips
                                                                      • Figure 35: Number of short breaks taken in UK (three nights or less) in the last 12 months, 2010
                                                                    • City breaks predominate
                                                                      • Figure 36: Type of short break taken in UK, 2010
                                                                    • London pull is greater for short breaks
                                                                      • Figure 37: Location of UK short break, 2010
                                                                    • UK offers budget breaks
                                                                      • Figure 38: Total cost of holiday (excluding spending money), 2010
                                                                    • The car is king
                                                                      • Figure 39: Main method of transport used for UK short break, 2010
                                                                    • Spring breaks most popular
                                                                      • Figure 40: Month UK short break began, 2010
                                                                    • B&B option favoured
                                                                      • Figure 41: Type of accommodation used for UK short break, 2010
                                                                    • Overseas short breaks
                                                                      • Figure 42: Overseas short breaks market value and volume trends, 2006-11
                                                                    • One trip is the norm for overseas breaks
                                                                      • Figure 43: Number of overseas short breaks (three nights or less) taken in the last 12 months, 2010
                                                                    • City breaks outnumber all other types
                                                                      • Figure 44: Type of overseas short break taken, 2010
                                                                    • Independent breaks gain share
                                                                      • Figure 45: Independent versus inclusive overseas short breaks, by volume, 2005-10
                                                                      • Figure 46: The relative cost of independent vs. inclusive overseas short break holidays, 2007-10
                                                                    • Ferries and tunnel gain share
                                                                      • Figure 47: Overseas short break volume, by mode of travel, 2006-10
                                                                    • France is the clear overseas favourite
                                                                      • Figure 48: Location of overseas short break, 2010
                                                                      • Figure 49: Percentage share of overseas short break market, by destination, 2005-10
                                                                    • Overseas short break spending most likely to be under £500
                                                                      • Figure 50: Total cost of overseas short breaks (excluding spending money), 2010
                                                                    • Flying and driving dominates overseas short break-taking
                                                                      • Figure 51: Main method of transport used for overseas short break, 2010
                                                                    • Spring and autumn most popular times for overseas short breaks
                                                                      • Figure 52: Month overseas short break began, 2010
                                                                    • Bed and breakfast most popular accommodation format
                                                                      • Figure 53: Type of accommodation used for overseas short break, 2010
                                                                  • Companies and Products

                                                                      • Thomas Cook plc
                                                                          • Figure 54: Key financials for Thomas Cook Group Plc – UK & Ireland, India and Middle East segment, 2009-10
                                                                        • TUI Travel plc
                                                                            • Figure 55: Key financials for TUI Plc – UK & Ireland market, 2009-10
                                                                          • Expedia
                                                                              • Figure 56: Key financials for Expedia.com Limited, 2008-09
                                                                            • Lastminute.com (Last Minute Network Ltd)
                                                                                • Figure 57: Key financials for Last Minute Network Limited, 2008-09
                                                                              • Skyscanner Ltd
                                                                                • Figure 58: Key financials for Skyscanner Ltd, 2009-10
                                                                              • Travelrepublic.co.uk (Travel Republic Ltd)
                                                                                  • Figure 59: Key financials for Travel Republic Limited, 2009-10
                                                                                • Travelsupermarket.com
                                                                                  • Figure 60: Key financials for Travelsupermarket.com, 2009-10
                                                                                • Travelzoo
                                                                                  • Figure 61: Key financial highlights, Travelzoo (Europe) Limited, 2008-09
                                                                                • Cheapflights Media Ltd
                                                                                  • Figure 62: Key financials for Cheapflights Media Ltd, 2008-09
                                                                                • Superbreak
                                                                                    • Figure 63: Key financials for Superbreak Mini-Holidays Ltd, 2009-10
                                                                                  • easyJet
                                                                                    • Figure 64: easyJet annual results, 2009-10
                                                                                    • Figure 65: List of other new easyJet routes announced for 2011
                                                                                  • Ryanair Holdings plc
                                                                                    • Figure 66: Key financials for Ryanair Holdings plc, 2010-11
                                                                                  • Eurostar
                                                                                      • Figure 67: Key financials for Eurostar, 2009-10
                                                                                  • Channels to Market

                                                                                    • Key points
                                                                                      • Domestic short breaks
                                                                                        • Rise of the late booker
                                                                                          • Figure 68: How far in advance UK short break was booked, 2010
                                                                                          • Figure 69: How far in advance overseas short break was booked, 2010
                                                                                        • Do-it-Yourself
                                                                                          • Figure 70: How UK short break was booked, 2010
                                                                                          • Figure 71: How overseas short break was booked, 2010
                                                                                        • Net profit
                                                                                          • Figure 72: Booking method for UK short break, 2010
                                                                                        • Online and word of mouth main information sources
                                                                                          • Figure 73: Sources of information used for UK short break, 2010
                                                                                          • Figure 74: Sources of information used for overseas short break, 2010
                                                                                      • Types of Holiday Taken in Past Year

                                                                                        • Key points
                                                                                          • Three in ten have taken a short break
                                                                                            • Figure 75: Types of holiday taken in the past 12 months, June 2011
                                                                                          • Half of overseas short break takers have taken a UK short break too
                                                                                            • Figure 76: Types of holiday taken in the past 12 months, by most popular types of holiday taken in the past 12 months, June 2011
                                                                                          • Overseas independent short break takers most likely to book packages too
                                                                                            • Figure 77: Types of holiday taken in the past 12 months, by next most popular types of holiday taken in the past 12 months, June 2011
                                                                                        • Main Factors Influencing Choice of Destination

                                                                                          • Key points
                                                                                            • Geographical and cultural broadening of horizons drives break choice
                                                                                              • Figure 78: Factors influencing choice of short break destination, June 2011
                                                                                            • Overseas break-takers most interested in city culture and cuisine
                                                                                              • Figure 79: Factors influencing choice of short break destination, by most popular types of holiday taken in the past 12 months, June 2011
                                                                                              • Figure 80: Factors influencing choice of short break destination, by next most popular types of holiday taken in the past 12 months, June 2011
                                                                                            • The need to disconnect could be the antidote to a city break
                                                                                              • Figure 81: Factors influencing choice of short break destination, by most popular factors influencing choice of short break destination, June 2011
                                                                                              • Figure 82: Factors influencing choice of short break destination, by next most popular factors influencing choice of short break destination, June 2011
                                                                                          • Most Popular Foreign Short Break Destinations

                                                                                            • Key points
                                                                                              • France and Spain most popular overseas short break destinations
                                                                                                • Figure 83: Foreign short break destinations visited in the past 12 months, June 2011
                                                                                            • Most Popular UK Short-Break Locations

                                                                                              • Key points
                                                                                                • Britons do like to be beside the seaside
                                                                                                  • Figure 84: UK locations visited on holiday/short break in past 12 months, June 2011
                                                                                              • Attitudes Towards Short Breaks

                                                                                                • Key points
                                                                                                  • Breaks help make time between main holidays more bearable
                                                                                                    • Figure 85: Attitudes towards short breaks, June 2011
                                                                                                  • Car takes precedence for UK trips
                                                                                                    • Figure 86: Attitudes towards short breaks, by most popular types of holiday taken in the past 12 months June 2011
                                                                                                  • Overseas independent break-takers most adventurous but take hit on costs
                                                                                                    • Figure 87: Attitudes towards short breaks, by next most popular types of holiday taken in the past 12 months June 2011
                                                                                                • Targeting Opportunities

                                                                                                  • Key points
                                                                                                    • Target groups
                                                                                                      • Figure 88: Short breaks target groups, June 2011
                                                                                                    • Connoisseurs
                                                                                                      • Demographics
                                                                                                        • Marketing message
                                                                                                          • Adventurers
                                                                                                            • Demographics
                                                                                                              • Marketing message
                                                                                                                • Recession-hit
                                                                                                                  • Demographics
                                                                                                                    • Marketing message
                                                                                                                      • Traditionalists
                                                                                                                        • Demographics
                                                                                                                          • Marketing message
                                                                                                                            • Disenchanted
                                                                                                                              • Demographics
                                                                                                                                • Marketing message
                                                                                                                                  • Connoisseurs and Recession-hit are key short break-takers
                                                                                                                                    • Figure 89: Types of holiday taken in the past 12 months, by target groups, June 2011
                                                                                                                                    • Figure 90: Factors influencing choice of short break destination, by target groups, June 2011
                                                                                                                                  • Connoisseurs seek out the seaside
                                                                                                                                    • Figure 91: UK locations visited on holiday or short break in past 12 months, by target groups, June 2011
                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                    • Figure 92: Short breaks market volume and forecast, best and worst case scenarios, 2011-16
                                                                                                                                    • Figure 93: Short breaks market value and forecast, best and worst case scenarios, 2011-16
                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                    • Figure 94: Monthly average exchange rates for Sterling against the US Dollar and euro, July 2006-May 2011
                                                                                                                                • Appendix – Types of Holiday Taken in the Past Year

                                                                                                                                    • Figure 95: Most popular types of holiday taken in the past 12 months, by demographics, June 2011
                                                                                                                                    • Figure 96: Next most popular types of holiday taken in the past 12 months, by demographics, June 2011
                                                                                                                                    • Figure 97: Other types of holiday taken in the past 12 months, by demographics, June 2011
                                                                                                                                • Appendix – Main Factors Influencing Choice of Destination

                                                                                                                                    • Figure 98: Most popular factors influencing choice of short break destination, by demographics, June 2011
                                                                                                                                    • Figure 99: Next most popular factors influencing choice of short break destination, by demographics, June 2011
                                                                                                                                • Appendix – Most Popular Foreign Short Break Destinations

                                                                                                                                    • Figure 100: Foreign short break destinations visited in the past 12 months, by people who have taken a short break overseas anywhere and in France in the past 12 months June 2011
                                                                                                                                • Appendix – Most Popular UK Short-Break/Holiday Locations

                                                                                                                                    • Figure 101: UK locations visited on holiday or short break in past 12 months, by demographics, June 2011
                                                                                                                                • Appendix – Attitudes Towards Short Breaks

                                                                                                                                    • Figure 102: Most popular attitudes towards short breaks, by demographics, June 2011
                                                                                                                                    • Figure 103: Next most popular attitudes towards short breaks, by demographics, June 2011
                                                                                                                                • Appendix – Targeting Opportunities

                                                                                                                                    • Figure 104: Attitudes towards holidays in the UK, by demographics, June 2011 (short breaks clusters)

                                                                                                                                Companies Covered

                                                                                                                                • Advertising Standards Authority
                                                                                                                                • Brittany Ferries
                                                                                                                                • Carnival Corporation
                                                                                                                                • Center Parcs
                                                                                                                                • Cheapflights.co.uk
                                                                                                                                • Civil Aviation Authority
                                                                                                                                • Cresta Holidays Limited
                                                                                                                                • Eurostar UK Ltd
                                                                                                                                • Expedia.co.uk
                                                                                                                                • Groupon, Inc.
                                                                                                                                • Hotelopia
                                                                                                                                • lastminute.com plc
                                                                                                                                • LEGOLAND Windsor Park Ltd
                                                                                                                                • Lowcost Travel Group
                                                                                                                                • Radisson Hotels & Resorts
                                                                                                                                • Ryanair Holdings plc
                                                                                                                                • Skygate International
                                                                                                                                • Skyscanner Ltd
                                                                                                                                • Superbreak Mini Holidays
                                                                                                                                • Thomas Cook Group PLC
                                                                                                                                • Thomson Holidays
                                                                                                                                • Travel Republic
                                                                                                                                • Travelzoo (Europe) Ltd
                                                                                                                                • TripAdvisor LLC
                                                                                                                                • TUI Travel PLC
                                                                                                                                • Virgin Holidays

                                                                                                                                Short Breaks - UK - August 2011

                                                                                                                                £1,995.00 (Excl.Tax)