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Short/City Breaks - UK - September 2013

“The advent of social reviews demands that brands react by launching innovative ventures such as those that seek to court influential social media users. Attracting influential social reviewers and offering tangible incentives for promoting or endorsing brands on social networks is set to become increasingly necessary as the social review trend gains traction.”

– Harry Segal, Research Analyst

Some questions answered in this report include:

  • How have hotel comparison websites affected the short break market?
  • What do BA’s hand luggage-only fares mean for the short break industry?
  • What is the market for a transport comparison service?
  • How will Virgin Atlantic’s Little Red venture shape the Scottish market?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Market volume is set enjoy shaky growth through to 2018
                • Figure 1: Short break market, by volume, 2008-18
              • Market factors
                • Eastern Europe remains the cheapest region for city breaks
                  • The pound remains depressed against Summer 2012
                    • High jet fuel prices continue to weigh on the air travel segment
                      • High domestic travel costs have seen average expenditure increase by 17%
                        • Market share
                          • Trips taken by tunnel increased by 17% in 2012
                            • Figure 2: Overseas short break market, by volume, by transport method, 2008-12
                          • France dominates with a 31% share of the overseas market
                            • Figure 3: Top 10 overseas short break destinations, by volume, 2012
                          • The consumer
                            • Some 69% of adults have taken a short break in the past year
                              • Figure 4: Short breaks taken in the last 12 months, May 2013
                            • Discovery is the primary motivation behind choosing a destination
                              • Figure 5: Motivations behind choosing last short break location, May 2013
                            • Over a fifth of short break holidaymakers have cut back on trips
                              • Figure 6: Attitudes towards short breaks, May 2013
                            • Loyalty schemes, air miles and deal websites have vast room for growth
                              • Figure 7: Products and services used, May 2013
                            • Online comparison and review sites trump traditional research sources
                              • Figure 8: Resources likely to be used for short break planning, May 2013
                            • What we think
                            • Issues in the Market

                                • How have hotel comparison websites affected the short break market?
                                  • What do BA’s hand luggage-only fares mean for the short break industry?
                                    • What is the market for a transport comparison service?
                                      • How will Virgin Atlantic’s Little Red venture shape the Scottish market?
                                      • Trend Application

                                          • Mintel Inspire: Secret, Secret
                                            • Mintel Inspire: Life Hacking
                                              • Mintel Futures: Access Anything, Anywhere
                                              • Market Drivers

                                                • Key analysis
                                                  • Eastern Europe remains the cheapest region for city breaks
                                                    • Figure 9: Post Office City Costs Barometer 2013
                                                  • The pound remains depressed against Summer 2012
                                                    • Figure 10: Foreign exchange rate index, GBP against selected short break destination currencies, Jan 2012- Aug 2013
                                                  • High jet fuel prices continue to weigh on the air travel segment
                                                    • Figure 11: Jet fuel prices, GBP per gallon, June 2008-June 2013
                                                  • High domestic travel costs have seen average expenditure increase of 17%
                                                    • Figure 12: UK Petrol and Diesel prices, pence per litre, January 2011-July 2013
                                                    • Figure 13: UK rail fares index, 2004-12
                                                  • IAG and Air France seek to expand into the low-cost airspace
                                                    • Deutsche Bahn’s cross-Channel venture could drive down prices
                                                      • Mobile data roaming overseas becomes affordable
                                                      • Who's Innovating?

                                                        • Key points
                                                          • Easynest.com partners up single travellers to reduce costs
                                                            • Ryanair is set to launch aircraft livery advertising
                                                              • Guardian Trains booking service offers a carbon footprint calculator
                                                                • Virgin Atlantic’s Little Red offer live in-flight entertainment
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Recession fails to impact long-term growth
                                                                      • Figure 14: Short break market, by volume and value, 2008-18
                                                                    • Market set to enjoy shaky volume growth through to 2018
                                                                      • Figure 15: Short break market, by volume, 2008-18
                                                                    • Value growth to significantly outpace volume growth
                                                                      • Figure 16: Short break market, by value, 2008-18
                                                                    • The domestic market contracted in 2013 but is set to return to growth
                                                                      • Figure 17: Domestic short break market, by volume and value, 2008-18
                                                                    • Overseas market value will recover to 2008 levels in 2018
                                                                      • Figure 18: Overseas short break market, by volume and value, 2008-18
                                                                    • Fan charts
                                                                      • Figure 19: Domestic short break market, by volume, 2008-18
                                                                      • Figure 20: Domestic short break market, by value, 2008-18
                                                                      • Figure 21: Overseas short break market, by volume, 2008-18
                                                                      • Figure 22: Overseas short break market, by value, 2008-18
                                                                    • Forecast methodology
                                                                    • Segment Performance

                                                                      • Key points
                                                                        • Serviced accommodation holds a 59% share of the domestic market
                                                                          • Figure 23: Domestic short break market, by volume, by accommodation used on trip, 2011-12
                                                                        • Short-haul dominates the overseas market with a 98% share
                                                                          • Figure 24: Overseas short break market, by volume, short-haul vs. long-haul, 2008-12
                                                                        • 73% of overseas short breaks are booked independently
                                                                          • Figure 25: Overseas short break market, by volume, independent vs. non-independent, 2008-12
                                                                        • Trips taken by tunnel increased by 17% in 2012
                                                                          • Figure 26: Overseas short break market, by volume, by transport method, 2008-12
                                                                      • Market Share

                                                                        • Key points
                                                                          • 81% of domestic trips are taken to England
                                                                            • Figure 27: Domestic short break market, by volume, by region visited, 2011-12
                                                                          • France dominates with a 31% share of the overseas market
                                                                            • Figure 28: Top 10 overseas short break destinations, by volume, 2012
                                                                          • Belgium was the best performing overseas destination in 2012
                                                                            • Figure 29: Five best and five worst performing overseas short break destinations, by volume change, 2011-12
                                                                        • Companies and Products

                                                                            • Online providers
                                                                              • Booking.com
                                                                                • Financial performance
                                                                                  • Figure 30: Key financials for Booking.com, 2010 and 2011
                                                                                  • Figure 31: Key financials for Priceline, 2010 and 2011
                                                                                • Short break offers
                                                                                  • Expedia.co.uk
                                                                                    • Financial performance
                                                                                      • Figure 32: Key financials for Expedia.com Ltd, 2010 and 2011
                                                                                    • Short break offers
                                                                                      • Marketing
                                                                                        • Lastminute.com
                                                                                          • Financial performance
                                                                                            • Figure 33: Key financials for Last Minute Network Ltd, 2010 and 2011
                                                                                          • Short break offer
                                                                                            • Marketing
                                                                                              • Airlines
                                                                                                • easyJet
                                                                                                  • Financial performance
                                                                                                    • Figure 34: Key financials for easyJet Plc, 2011 and 2012
                                                                                                  • Short break offer
                                                                                                    • Marketing
                                                                                                      • Ryanair
                                                                                                        • Financial performance
                                                                                                          • Figure 35: Key financials for Ryanair, 2012 and 2013
                                                                                                        • Short break offer
                                                                                                          • Marketing
                                                                                                            • Rail
                                                                                                              • Eurostar
                                                                                                                • Financial performance
                                                                                                                  • Figure 36: Key financials for Eurostar, 2011 and 2012
                                                                                                                • Short break offer
                                                                                                                  • Marketing
                                                                                                                    • Hotels
                                                                                                                      • Whitbread Hotel Company (Premier Inn)
                                                                                                                        • Financial performance
                                                                                                                          • Figure 37: Key financials for Whitbread Plc., 2012 and 2013
                                                                                                                        • Short break offer
                                                                                                                          • Marketing
                                                                                                                            • Travelodge
                                                                                                                              • Financial performance
                                                                                                                                • Figure 38: Key financials for Travelodge Hotels Ltd, 2010 and 2011
                                                                                                                              • Short break offer
                                                                                                                                • Marketing
                                                                                                                                • Short Breaks Taken in the Last 12 Months

                                                                                                                                  • Key points
                                                                                                                                    • Some 69% of adults have taken a short break in the past year
                                                                                                                                      • Figure 39: Short breaks taken in the last 12 months, May 2013
                                                                                                                                    • The overseas market has a clear under-35s biased
                                                                                                                                      • Figure 40: Short breaks taken in the last 12 months, by age, May 2013
                                                                                                                                    • Domestic short breaks have a low financial barrier to entry…
                                                                                                                                      • Figure 41: Short breaks taken in the last 12 months, by gross annual household income, May 2013
                                                                                                                                    • …and are accessible even to those struggling financially
                                                                                                                                      • Figure 42: Short breaks taken in the last 12 months, by financial situation, May 2013
                                                                                                                                    • Scotland has largely failed to attract southern residents
                                                                                                                                      • Figure 43: Short breaks taken in England, Scotland or Wales in the last 12 months, by region of residence, May 2013
                                                                                                                                    • England dominates with a 64% share of the market
                                                                                                                                      • Figure 44: Last short break taken, May 2013
                                                                                                                                  • Motivations behind Choosing a Destination

                                                                                                                                    • Key points
                                                                                                                                      • Discovery is the primary motivation behind choosing a destination
                                                                                                                                        • Figure 45: Motivations behind choosing last short break location, May 2013
                                                                                                                                      • Older people are more likely to have used a voucher/deal
                                                                                                                                        • Under-25s are the most likely to be motivated by cheap travel
                                                                                                                                          • Financial strugglers look for cheap accommodation but not cheap transport
                                                                                                                                          • Attitudes towards Short Breaks

                                                                                                                                            • Key points
                                                                                                                                              • Over a fifth of short break holidaymakers have cut back on trips
                                                                                                                                                • Figure 46: Attitudes towards short breaks, May 2013
                                                                                                                                              • Attitudes towards air travel for short breaks are mixed
                                                                                                                                                • The appeal of rail travel is strongest in London
                                                                                                                                                  • Smartphone usage abroad has been dampened by high roaming costs
                                                                                                                                                  • Products and Services Used

                                                                                                                                                    • Key points
                                                                                                                                                      • Loyalty schemes, air miles and deal websites have vast room for growth
                                                                                                                                                        • Figure 47: Products and services used, May 2013
                                                                                                                                                      • Air miles usage could be boosted by BA’s hand luggage-only fares
                                                                                                                                                        • The desire to shop is a key driver behind currency card usage
                                                                                                                                                          • Daily deal website usage is highest among under-35s
                                                                                                                                                          • The Short Break Planning Process

                                                                                                                                                            • Key points
                                                                                                                                                              • Online comparison and review sites trump traditional research sources
                                                                                                                                                                • Figure 48: Resources likely to be used for short break planning, May 2013
                                                                                                                                                            • Appendix – Short Breaks Taken in the Last 12 Months

                                                                                                                                                                • Figure 49: Short breaks taken in the last 12 months, May 2013
                                                                                                                                                                • Figure 50: Any short breaks taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 51: Any domestic short breaks taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 52: Any overseas short breaks taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 53: Short breaks to England taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 54: Short breaks to Scotland taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 55: Short breaks to Wales taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 56: Short breaks to Northern Ireland taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 57: Short breaks to Spain taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 58: Short breaks to France taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 59: Short breaks to Netherlands taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 60: Short breaks to Belgium taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 61: Short breaks to Italy taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 62: Short breaks to Republic of Ireland taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 63: Short breaks to other European countries taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 64: Short breaks outside of Europe taken in the last 12 months, by demographics, May 2013
                                                                                                                                                                • Figure 65: Last short break taken, May 2013
                                                                                                                                                                • Figure 66: Last short break taken, by demographics, May 2013
                                                                                                                                                                • Figure 67: Last short break taken (continued), by demographics, May 2013
                                                                                                                                                                • Figure 68: Last short break taken (continued further), by demographics, May 2013
                                                                                                                                                            • Appendix – Motivations behind Choosing a Destination

                                                                                                                                                                • Figure 69: Motivations behind choosing last short break location, May 2013
                                                                                                                                                                • Figure 70: Motivations behind choosing last short break location, by demographics, May 2013
                                                                                                                                                                • Figure 71: Motivations behind choosing last short break location (continued), by demographics, May 2013
                                                                                                                                                                • Figure 72: Motivations behind choosing last short break location (continued further), by demographics, May 2013
                                                                                                                                                            • Appendix – Attitudes towards Short Breaks

                                                                                                                                                                • Figure 73: Attitudes towards short breaks, May 2013
                                                                                                                                                                • Figure 74: Attitudes towards short breaks, by demographics, May 2013
                                                                                                                                                                • Figure 75: Attitudes towards short breaks (continued), by demographics, May 2013
                                                                                                                                                                • Figure 76: Attitudes towards short breaks (continued further), by demographics, May 2013
                                                                                                                                                            • Appendix – Products and Services Used

                                                                                                                                                                • Figure 77: Products and services used, May 2013
                                                                                                                                                                • Figure 78: Products and services used – Any interest, by demographics, May 2013
                                                                                                                                                                • Figure 79: Products and services used – A ‘top secret hotel’ deal, May 2013
                                                                                                                                                                • Figure 80: Products and services used – A daily deal/voucher website, by demographics, May 2013
                                                                                                                                                                • Figure 81: Products and services used – An air miles rewards credit card, by demographics, May 2013
                                                                                                                                                                • Figure 82: Products and services used – A hotel guest loyalty scheme programme, by demographics, May 2013
                                                                                                                                                                • Figure 83: Products and services used – A pre-paid currency card, by demographics, May 2013
                                                                                                                                                                • Figure 84: Products and services used – A loyalty scheme to earn air miles, by demographics, May 2013
                                                                                                                                                            • Appendix – The Short Break Planning Process

                                                                                                                                                                • Figure 85: Resources likely to be used for short break planning, May 2013
                                                                                                                                                                • Figure 86: Resources likely to be used for short break planning, by demographics, May 2013
                                                                                                                                                                • Figure 87: Resources likely to be used for short break planning (continued), by demographics, May 2013

                                                                                                                                                            Companies Covered

                                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                                            Short/City Breaks - UK - September 2013

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