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Short/City Breaks - UK - September 2014

“Access to a wealth of digital resources while traveling could see holidaymakers do less research before leaving the UK and instead turn to discovery and impulse-based decisions while travelling. This provides brands with a largely new channel for targeting and engaging with holidaymakers.”
– Harry Segal, Technology & Travel Analyst

This report will answer the following questions:

  • How can travel brands capitalise on European telecoms market reforms?
  • What impact will AirBnB have on the short break market?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Short break market to remain largely flat through to 2019
                • Figure 1: Total short break market volume, 2009-19
              • High travel costs to depress domestic market
                • Figure 2: Domestic short break market volume, 2009-19
              • Economic recovery and increased competition to drive overseas growth
                • Figure 3: Overseas short break market volume, 2009-19
              • Market factors
                • The impact of costs on consumer sentiment is mixed
                  • British Pound has performed well in the first half of 2014
                    • Jet fuel price remains high but competition is driving down airfares
                      • High domestic travel costs depress regional tourism
                        • Companies, brands and innovation
                          • Flybe to launch a hop-on, hop-off FlyShuttle service
                            • Google acquires smart city guide startup, Jetpac
                              • British Airways and Iberia let customers lock in fares for 72 hours
                                • The Poshpacker targets millennials with cheap, boutique hotels
                                  • The consumer
                                    • Two thirds have taken a short break in the UK in the past year
                                      • Figure 4: Short breaks taken in the last 12 months, June 2014
                                    • England remains the most popular short break destination
                                      • Figure 5: Last short break taken, June 2014
                                    • Low-cost airlines are the favoured transport choice for overseas breaks
                                      • Figure 6: Transport used for last short break, by Last short break taken, June 2014
                                    • Exploration is the most popular short break activity
                                      • Figure 7: Activities carried out on last short break, June 2014
                                    • Corporate partnerships are a key vehicle for boosting tourist interest
                                      • Search engines are the primary research source for choosing activities
                                        • Figure 8: Research method used for choosing activities, June 2014
                                      • Brands need to encourage social recommendations
                                        • A quarter say they did no research into activities
                                          • Last minute deals are a key driver behind choosing short breaks
                                            • Figure 9: Attitudes towards short breaks, June 2014
                                          • Interest in lodging services is highest among under-35s and tunnel users
                                            • Rail operators could benefit from convergence in the airline market
                                              • What we think
                                              • Issues and Insights

                                                  • How can travel brands capitalise on European telecoms market reforms?
                                                    • The facts
                                                      • The implications
                                                        • What impact will AirBnB have on the short break market?
                                                          • The facts
                                                            • The implications
                                                            • Trend Application

                                                                • Guiding Choice
                                                                  • Influentials
                                                                    • Mintel Futures: Human
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • The impact of costs on consumer sentiment is mixed
                                                                          • Figure 10: Post Office city costs barometer 2014
                                                                        • British Pound has performed well in the first half of 2014
                                                                          • Figure 11: Foreign exchange rate index, GBP against selected short break destination currencies, January 2012-July 2014
                                                                        • Jet fuel price remains high but competition is driving down airfares
                                                                          • Figure 12: Jet fuel prices, Pound Sterling per gallon, January 2010-May 2014
                                                                        • High domestic travel costs depress regional tourism
                                                                          • Figure 13: Petrol and diesel pump price, January 2010-June 2014
                                                                          • Figure 14: UK rail fares index, 2004-13
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Flybe to launch a hop-on, hop-off FlyShuttle service
                                                                            • Google acquires smart city guide startup Jetpac
                                                                              • British Airways and Iberia let customers lock in fares for 72 hours
                                                                                • The Poshpacker targets millennials with cheap, boutique hotels
                                                                                • Market Size and Forecast

                                                                                  • Key points
                                                                                    • Short break market to remain largely flat through to 2019
                                                                                      • Figure 15: Short breaks taken by UK residents, 2009-19
                                                                                    • High travel costs to depress domestic market
                                                                                      • Figure 16: Domestic short breaks taken by UK residents, 2009-19
                                                                                    • Economic recovery and increased competition to drive overseas growth
                                                                                      • Figure 17: Overseas short breaks taken by UK residents, 2009-19
                                                                                    • Fan charts
                                                                                      • Total market
                                                                                        • Figure 18: Total short break market volume, 2009-19
                                                                                        • Figure 19: Total short break market value, 2009-19
                                                                                      • Domestic market
                                                                                        • Figure 20: Domestic short break market volume, 2009-19
                                                                                        • Figure 21: Domestic short break market value, 2009-19
                                                                                      • Overseas market
                                                                                        • Figure 22: Overseas short break market volume, 2009-19
                                                                                        • Figure 23: Overseas short break market value, 2009-19
                                                                                      • Forecast methodology
                                                                                      • Segment Performance

                                                                                        • Key points
                                                                                          • The North West of England has overtaken the South West
                                                                                            • Figure 24: Domestic short breaks taken by UK residents, by region visited, 2012 and 2013
                                                                                          • Hotels remain the favoured domestic accommodation choice
                                                                                            • Figure 25: Domestic short breaks taken by UK residents, by accommodation used on trip, 2012 and 2013
                                                                                          • easyJet Holidays expansion could boost overseas package bookings
                                                                                            • Figure 26: Overseas short breaks taken by UK residents, independent vs non-independent, 2009-13
                                                                                          • Share of air travel for overseas short breaks has increased to 65%
                                                                                            • Figure 27: Overseas short breaks taken by UK residents, by transport method, 2009-13
                                                                                          • France remains the top destination, despite contracting 9% in 2013
                                                                                            • Figure 28: Top 10 overseas short break destinations, by volume, 2013
                                                                                          • Netherlands, Spain and Germany were the best performers in 2013
                                                                                            • Figure 29: Best and worst performing overseas short break destinations by volume change, 2012 and 2013
                                                                                        • The Consumer – Short Breaks Taken

                                                                                          • Key points
                                                                                            • Two thirds have taken a short break in the UK in the past year
                                                                                              • Figure 30: Short breaks taken in the last 12 months, June 2014
                                                                                            • High domestic travel costs have depressed regional tourism
                                                                                              • Overseas market is driven by Londoners, ABs and under-35s
                                                                                                • European city breaks have failed to appeal to retirees
                                                                                                  • England remains the most popular short break destination
                                                                                                    • Figure 31: Last short break taken, June 2014
                                                                                                • The Consumer – Transport Used

                                                                                                  • Key points
                                                                                                    • Personal cars are the most popular transport used for breaks
                                                                                                      • Figure 32: Transport used for last short break, by last short break taken, June 2014
                                                                                                    • Low-cost airlines are the favoured transport choice for overseas breaks
                                                                                                    • The Consumer – Short Break Activities

                                                                                                      • Key points
                                                                                                        • Exploration is the most popular short break activity
                                                                                                          • Figure 33: Activities carried out on last short break, June 2014
                                                                                                        • Brands can expand by targeting under-served demographics
                                                                                                          • Corporate partnerships are a key vehicle for boosting tourist interest
                                                                                                          • The Consumer – Research Methods

                                                                                                            • Key points
                                                                                                              • Search engines are the primary research source for choosing activities
                                                                                                                • Figure 34: Research method used for choosing activities, June 2014
                                                                                                              • Brands need to encourage social recommendations
                                                                                                                • A quarter say they did no research into activities
                                                                                                                  • Personal recommendations from experts have room for growth
                                                                                                                    • Holidaymakers still using hardcopy resources
                                                                                                                    • The Consumer – Attitudes towards Short Breaks

                                                                                                                      • Key points
                                                                                                                        • Last minute deals are a key driver behind choosing short breaks
                                                                                                                          • Figure 35: Attitudes towards short breaks, June 2014
                                                                                                                        • Interest in lodging services highest among under-35s and tunnel users
                                                                                                                          • Rail operators could benefit from convergence in the airline market
                                                                                                                            • Perceptions of comparative value could depress demand
                                                                                                                              • Operators could offer discounts to encourage revisiting
                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                  • Figure 36: Total short break market value, 2014-19
                                                                                                                                  • Figure 37: Domestic short break market value, 2014-19
                                                                                                                                  • Figure 38: Overseas short break market value, 2014-19
                                                                                                                                  • Figure 39: Total short break market volume, 2014-19
                                                                                                                                  • Figure 40: Domestic short break market volume, 2014-19
                                                                                                                                  • Figure 41: Overseas short break market volume, 2014-19
                                                                                                                              • Appendix – The Consumer – Short Breaks Taken

                                                                                                                                  • Figure 42: Short breaks taken in the last 12 months, June 2014
                                                                                                                                  • Figure 43: Short breaks taken in the last 12 months – Any UK, by demographics, June 2014
                                                                                                                                  • Figure 44: Short breaks taken in the last 12 months – Any overseas, by demographics, June 2014
                                                                                                                                  • Figure 45: Short breaks taken in the last 12 months – England, by demographics, June 2014
                                                                                                                                  • Figure 46: Short breaks taken in the last 12 months – Scotland, by demographics, June 2014
                                                                                                                                  • Figure 47: Short breaks taken in the last 12 months – Wales, by demographics, June 2014
                                                                                                                                  • Figure 48: Short breaks taken in the last 12 months – Spain, by demographics, June 2014
                                                                                                                                  • Figure 49: Short breaks taken in the last 12 months – France, by demographics, June 2014
                                                                                                                                  • Figure 50: Short breaks taken in the last 12 months – Germany, by demographics, June 2014
                                                                                                                                  • Figure 51: Short breaks taken in the last 12 months – Netherlands, by demographics, June 2014
                                                                                                                                  • Figure 52: Short breaks taken in the last 12 months – Italy, by demographics, June 2014
                                                                                                                                  • Figure 53: Short breaks taken in the last 12 months – Republic of Ireland, by demographics, June 2014
                                                                                                                                  • Figure 54: Short breaks taken in the last 12 months – Belgium, by demographics, June 2014
                                                                                                                                  • Figure 55: Short breaks taken in the last 12 months – Northern Ireland, by demographics, June 2014
                                                                                                                                  • Figure 56: Short breaks taken in the last 12 months – Other European country, by demographics, June 2014
                                                                                                                                  • Figure 57: Short breaks taken in the last 12 months – Any country outside of Europe, by demographics, June 2014
                                                                                                                              • Appendix – The Consumer – Last Short Break Taken

                                                                                                                                  • Figure 58: Last short break taken, June 2014
                                                                                                                                  • Figure 59: Last short break taken, by demographics, June 2014
                                                                                                                                  • Figure 60: Last short break taken (continued), by demographics, June 2014
                                                                                                                                  • Figure 61: Last short break taken (continued further), by demographics, June 2014
                                                                                                                              • Appendix – The Consumer – Transport Used

                                                                                                                                  • Figure 62: Transport used for last short break, June 2014
                                                                                                                                  • Figure 63: Transport used for last short break, by demographics, June 2014
                                                                                                                                  • Figure 64: Transport used for last short break, by demographics, June 2014 (continued),
                                                                                                                                  • Figure 65: Transport used for last short break, by demographics, June 2014 (continued)
                                                                                                                                  • Figure 66: Transport used for last short break, by last short break taken, June 2014
                                                                                                                              • Appendix – The Consumer – Short Break Activities

                                                                                                                                  • Figure 67: Activities carried out on last short break, June 2014
                                                                                                                                  • Figure 68: Activities carried out on last short break, by demographics, June 2014
                                                                                                                                  • Figure 69: Activities carried out on last short break (continued), by demographics, June 2014
                                                                                                                                  • Figure 70: Activities carried out on last short break, by demographics, June 2014 (continued)
                                                                                                                                  • Figure 71: Last short break taken, by activities carried out on last short break, June 2014
                                                                                                                                  • Figure 72: Last short break taken, by Activities carried out on last short break (continued), June 2014
                                                                                                                                  • Figure 73: Last short break taken, by Activities carried out on last short break (continued further), June 2014
                                                                                                                                  • Figure 74: Activities carried out on last short break, by last short break taken, June 2014
                                                                                                                                  • Figure 75: Transport used for last short break, by activities carried out on last short break, June 2014
                                                                                                                                  • Figure 76: Transport used for last short break, by Activities carried out on last short break (continued), June 2014
                                                                                                                                  • Figure 77: Transport used for last short break, by activities carried out on last short break), June 2014 (continued)
                                                                                                                                  • Figure 78: Activities carried out on last short break, by transport used for last short break, June 2014
                                                                                                                                  • Figure 79: Activities carried out on last short break, by transport used for last short break, June 2014 (continued)
                                                                                                                              • Appendix – The Consumer – Research Methods

                                                                                                                                  • Figure 80: Research method used for choosing activities, June 2014
                                                                                                                                  • Figure 81: Research method used for choosing activities, by demographics, June 2014
                                                                                                                                  • Figure 82: Research method used for choosing activities, by demographics, June 2014 (continued)
                                                                                                                                  • Figure 83: Research method used for choosing activities, by demographics, June 2014 (continued)
                                                                                                                                  • Figure 84: Last short break taken, by Research method used for choosing activities, June 2014
                                                                                                                                  • Figure 85: Last short break taken, by Research method used for choosing activities, June 2014 (continued)
                                                                                                                                  • Figure 86: Research method used for choosing activities, by last short break taken, June 2014
                                                                                                                                  • Figure 87: Activities carried out on last short break, by Research method used for choosing activities, June 2014
                                                                                                                                  • Figure 88: Activities carried out on last short break, by Research method used for choosing activities, June 2014 (continued)
                                                                                                                                  • Figure 89: Research method used for choosing activities, by activities carried out on last short break, June 2014
                                                                                                                                  • Figure 90: Research method used for choosing activities, by activities carried out on last short break, June 2014 (continued)
                                                                                                                              • Appendix – The Consumer – Attitudes towards Short Breaks

                                                                                                                                  • Figure 91: Attitudes towards short breaks, June 2014
                                                                                                                                  • Figure 92: Attitudes towards short breaks, by demographics, June 2014
                                                                                                                                  • Figure 93: Attitudes towards short breaks, by demographics, June 2014 (continued)
                                                                                                                                  • Figure 94: Attitudes towards short breaks, by short breaks taken in the last 12 months – Any UK, June 2014
                                                                                                                                  • Figure 95: Attitudes towards short breaks, by short breaks taken in the last 12 months – Any overseas, June 2014
                                                                                                                                  • Figure 96: Attitudes towards short breaks, by short breaks taken in the last 12 months – England, June 2014
                                                                                                                                  • Figure 97: Attitudes towards short breaks, by short breaks taken in the last 12 months – Scotland, June 2014
                                                                                                                                  • Figure 98: Attitudes towards short breaks, by short breaks taken in the last 12 months – Wales, June 2014
                                                                                                                                  • Figure 99: Attitudes towards short breaks, by short breaks taken in the last 12 months – Spain, June 2014
                                                                                                                                  • Figure 100: Attitudes towards short breaks, by short breaks taken in the last 12 months – France, June 2014
                                                                                                                                  • Figure 101: Attitudes towards short breaks, by short breaks taken in the last 12 months – Germany, June 2014
                                                                                                                                  • Figure 102: Attitudes towards short breaks, by short breaks taken in the last 12 months – Netherlands, June 2014
                                                                                                                                  • Figure 103: Attitudes towards short breaks, by short breaks taken in the last 12 months – Italy, June 2014
                                                                                                                                  • Figure 104: Attitudes towards short breaks, by short breaks taken in the last 12 months – Republic of Ireland, June 2014
                                                                                                                                  • Figure 105: Attitudes towards short breaks, by short breaks taken in the last 12 months – Belgium, June 2014
                                                                                                                                  • Figure 106: Attitudes towards short breaks, by short breaks taken in the last 12 months – Northern Ireland, June 2014
                                                                                                                                  • Figure 107: Attitudes towards short breaks, by short breaks taken in the last 12 months – Other European country, June 2014
                                                                                                                                  • Figure 108: Attitudes towards short breaks, by short breaks taken in the last 12 months – Any country outside of Europe, June 2014
                                                                                                                                  • Figure 109: Short breaks taken in the last 12 months, by Attitudes towards short breaks, June 2014
                                                                                                                                  • Figure 110: Short breaks taken in the last 12 months, by Attitudes towards short breaks (continued), June 2014
                                                                                                                                  • Figure 111: Attitudes towards short breaks, by Transport used for last short break, June 2014
                                                                                                                                  • Figure 112: Attitudes towards short breaks, by transport used for last short break, June 2014 (continued)
                                                                                                                                  • Figure 113: Transport used for last short break, by attitudes towards short breaks, June 2014
                                                                                                                                  • Figure 114: Transport used for last short break, by attitudes towards short breaks, June 2014 (continued)
                                                                                                                                  • Figure 115: Attitudes towards short breaks, by activities carried out on last short break, June 2014
                                                                                                                                  • Figure 116: Attitudes towards short breaks, by activities carried out on last short break, June 2014 (continued)
                                                                                                                                  • Figure 117: Attitudes towards short breaks, by activities carried out on last short break, June 2014 (continued)
                                                                                                                                  • Figure 118: Activities carried out on last short break, by attitudes towards short breaks, June 2014
                                                                                                                                  • Figure 119: Activities carried out on last short break, by attitudes towards short breaks, June 2014 (continued)
                                                                                                                                  • Figure 120: Attitudes towards short breaks, by research method used for choosing activities, June 2014
                                                                                                                                  • Figure 121: Attitudes towards short breaks, research method used for choosing activities, June 2014 (continued)
                                                                                                                                  • Figure 122: Research method used for choosing activities, by attitudes towards short breaks, June 2014
                                                                                                                                  • Figure 123: Research method used for choosing activities, by attitudes towards short breaks, June 2014 (continued)

                                                                                                                              Companies Covered

                                                                                                                              • Flickr
                                                                                                                              • Google, Inc.
                                                                                                                              • TripAdvisor LLC

                                                                                                                              Short/City Breaks - UK - September 2014

                                                                                                                              £1,995.00 (Excl.Tax)