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Singles Holidays - UK - June 2011

Single people are defined as those who have never been married and are not currently cohabiting (living as a couple but not married), plus those who are divorced, separated or widowed; non-singles are defined as those who are married, cohabiting and those in civil partnerships.

Solo travel is defined as people going on holiday alone (ie not in the company of their partner, family, friends, colleagues etc). However, this can also include those who go alone but join up with a group holiday.

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 the IPS. 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).
– Seat- or 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: Singles on holiday overseas market volume size and forecast 2005-16
              • Figure 2: Singles on holiday domestic market volume size and forecast 2005-16
            • Singles proportion rises
              • Market factors
                • Companies, brands and innovation
                  • Mainstream
                    • Adventure, specialists and special interest
                      • Cruises
                        • The consumer
                          • Figure 3: Holiday companions, April 2011
                        • Solo travel attitudes
                          • Figure 4: Attitudes towards solo travel, April 2011
                        • What we think
                        • Issues in the Market

                            • How will changing social structures help to reshape the overall travel landscape over the next couple of decades?
                              • How does the product mix need to differ when targeting singles as opposed to non-singles?
                                • What are the prospects specifically for solo holiday travel?
                                  • What are the prospects for specialist ‘singles holidays’?
                                    • How can brands attract and retain a loyal singles following?
                                    • Future Opportunities

                                        • Trend: Influentials
                                          • Trend: Retired for Hire
                                          • Internal Market Environment

                                            • Key points
                                              • Easter surge but recovery still some way off
                                                • Figure 5: Domestic and overseas holiday volume, 2005-10
                                              • Domestic budget potential
                                                • Figure 6: Domestic and overseas holidays expenditure, 2005-10
                                              • End of the ‘far near’ trend?
                                                • Figure 7: Overseas holidays, by region, 2005-10
                                              • All-inclusive triggers rise in package share
                                                • Figure 8: Package holidays versus independent holidays abroad, by volume, 2005-10
                                              • Single person supplement – slow improvement
                                              • Broader Market Environment

                                                • Key points
                                                  • Consumer spend to remain subdued
                                                    • Figure 9: GDP quarterly percentage change, Q1 2004-Q1 2011
                                                  • AB growth boosts solo travel
                                                    • Figure 10: Forecast adult population trends, by socio-economic group, 2005-15
                                                  • Four in ten adults are now single
                                                    • Figure 11: Marital status, by age in Great Britain, 2009
                                                  • Largest singles age groups
                                                    • Five year picture: 25-34s and over-75s to see most growth
                                                      • Figure 12: Trends in the age structure of the UK population, 2005-15
                                                    • Single person households are most common dwelling unit
                                                      • Figure 13: UK households, by size, 2005-15
                                                    • Nearly 2 million single parent households
                                                      • Figure 14: Single parent households in Great Britain, 1961-2009
                                                      • Figure 15: EU countries with highest percentage of single parent households, April 2011
                                                    • Taking the longer view
                                                      • Singles population to grow 27% by 2033
                                                        • Figure 16: Forecast percentage change in adult population, by marital status and age, for England & Wales, 2008-33
                                                      • Rise of the solo boomer
                                                        • Cost of solo living
                                                          • Single surfers
                                                            • Figure 17: Broadband penetration, by demographics, 2004-10
                                                          • Pound stays weak but Med recovers value
                                                            • Figure 18: Annual average exchange rates for sterling, 2007-11
                                                        • Competitive Context

                                                          • Key points
                                                            • Singles still less likely to go on holiday
                                                              • Figure 19: Singles and non-singles taking a holiday/short break away from home in the last 12 months, 2010
                                                            • One in ten holidaymakers travel alone
                                                              • Figure 20: Who people went with on holidays/short breaks taken in the last 12 months, 2010
                                                            • Almost a million non-singles go solo
                                                              • Figure 21: Who people went with on holidays/short breaks taken in the last 12 months by marital status, 2010
                                                          • Strengths and Weaknesses in the Market

                                                              • Strengths
                                                                • Singles outperform the market
                                                                  • Over 1 million multi-holiday takers
                                                                    • Spirit of adventure
                                                                      • Demographic boom
                                                                        • Solo travel potential
                                                                          • Weaknesses
                                                                            • Post-recessionary hangover curtails growth
                                                                              • Singles still under-represented by holiday industry
                                                                                • Single person supplement deters third agers
                                                                                  • The cost of solo living
                                                                                    • Low demand for ‘singles holidays’
                                                                                    • Who’s Innovating?

                                                                                      • Key points
                                                                                        • Solo adventures
                                                                                          • Luxury singles holidays
                                                                                            • Cruising for solos
                                                                                              • New take on B&B
                                                                                                • Finding love in Slovenia
                                                                                                  • Solo learning
                                                                                                  • Market Size and Forecast

                                                                                                    • Key points
                                                                                                      • Singles holidays fall but still outperform the market
                                                                                                        • Figure 22: Volume of overseas and domestic holidays taken by adult singles, 2005-16
                                                                                                        • Figure 23: Expenditure on overseas and domestic holidays taken by adult singles, 2005-16
                                                                                                      • Demographic trends driving new products
                                                                                                        • Forecast
                                                                                                          • Figure 24: Singles on holiday overseas market volume size and forecast 2006-16
                                                                                                          • Figure 25: Singles on holiday overseas market value size and forecast 2006-16*
                                                                                                          • Figure 26: Singles on holiday domestic market volume size and forecast 2006-16
                                                                                                          • Figure 27: Singles on holiday domestic market value size and forecast 2006-16*
                                                                                                        • Forecast methodology
                                                                                                        • Segment Performance

                                                                                                          • Key points
                                                                                                            • Over a million serial holiday-taking singles
                                                                                                              • Figure 28: Number of holidays/short breaks taken in the last 12 months, British Isles and Abroad, 2010
                                                                                                            • Scheduled air dominates singles transport
                                                                                                              • Figure 29: Transport for holidays/short breaks taken in the last 12 months, 2010
                                                                                                            • Budget accommodation has singles bias
                                                                                                              • Figure 30: Accommodation for holidays/short breaks taken in the last 12 months, 2010
                                                                                                            • Coach and activity holidays attract singles
                                                                                                              • Figure 31: Types of holiday/short breaks taken in the last 12 months, 2010
                                                                                                            • Singles less Francophile than non-singles
                                                                                                              • Figure 32: Holidays/Short breaks taken in the last 12 months, by countries visited in Europe, 2010
                                                                                                            • Singles go further afield
                                                                                                              • Figure 33: Holidays/short breaks taken in the last 12 months, by countries visited outside Europe, 2010
                                                                                                            • Christmas/New Year opportunity
                                                                                                              • Figure 34: Month in which holidays/short breaks began in the last 12 months, 2010
                                                                                                          • Companies and Products

                                                                                                              • Explore Worldwide
                                                                                                                  • Figure 35: Key financials for Explore Worldwide Limited, 2009-10
                                                                                                                • Friendship Travel
                                                                                                                  • Just You/Page & Moy
                                                                                                                      • Figure 36: Key financials for Page & Moy Group Holidays Limited, 2009-10
                                                                                                                    • Saga Holidays
                                                                                                                        • Figure 37: Key financials for Acromas Holidays Limited (formerly Saga Holidays Limited until 5 february 2009), 2009-10
                                                                                                                      • Skyros
                                                                                                                        • Solitair
                                                                                                                          • Solo’s Holidays
                                                                                                                              • Figure 38: Key financials for Solo’s Holidays Limited, 2008-09
                                                                                                                            • STA Travel
                                                                                                                              • Figure 39: Key financials for STA Travel Limited, 2008-09
                                                                                                                            • Thelma and Louise
                                                                                                                              • Thomas Cook
                                                                                                                                  • Figure 40: Key financials for Thomas Cook Group Plc – UK & Ireland, India and Middle East segment, 2009-10
                                                                                                                                • TUI
                                                                                                                                    • Figure 41: Key financials for TUI Plc – UK & Ireland market, 2009-10
                                                                                                                                • Channels to Market

                                                                                                                                  • Key points
                                                                                                                                    • Word of mouth influence
                                                                                                                                      • Figure 42: Research/information sources used for holidays/short breaks abroad taken in the last 12 months, 2010
                                                                                                                                    • Half of singles use travel agents
                                                                                                                                      • Figure 43: Booking methods used for holidays/short breaks abroad taken in the last 12 months, 2010
                                                                                                                                    • Singles book later
                                                                                                                                      • Figure 44: Length of time before holidays/short breaks abroad that bookings were made, 2010
                                                                                                                                  • What Singles Look For on Holiday

                                                                                                                                    • Key points
                                                                                                                                      • Social, active singles
                                                                                                                                        • Figure 45: Important holiday factors by marital status, April 2011
                                                                                                                                    • Who Singles Go On Holiday With

                                                                                                                                      • Key points
                                                                                                                                        • Increase in solo travel
                                                                                                                                          • Figure 46: Holiday companions, April 2011
                                                                                                                                        • Travelling with friends – men vs women
                                                                                                                                        • Attitudes Towards Solo Travel

                                                                                                                                          • Key points
                                                                                                                                            • Split opinions on solo travel
                                                                                                                                              • Figure 47: Attitudes towards solo travel, April 2011
                                                                                                                                            • Half of ABC1s aged 35-54 happy to holiday alone
                                                                                                                                              • Third agers deterred by singles supplements
                                                                                                                                              • Holiday Attitudes of Single People

                                                                                                                                                • Key points
                                                                                                                                                  • Half of solo travellers are seeking new social opportunities
                                                                                                                                                    • Figure 48: Further attitudes towards going on holiday, April 2011
                                                                                                                                                  • Keen to flee the nest
                                                                                                                                                    • Weak demand for ‘singles holidays’
                                                                                                                                                      • Looking for love
                                                                                                                                                        • Older companions
                                                                                                                                                        • Targeting Opportunities

                                                                                                                                                          • Key points
                                                                                                                                                            • Target groups
                                                                                                                                                              • Figure 49: Singles on holiday target groups, April 2011
                                                                                                                                                            • Self-sufficients
                                                                                                                                                              • Demographic profile
                                                                                                                                                                • Marketing message
                                                                                                                                                                  • Social Adventurers
                                                                                                                                                                    • Demographic profile
                                                                                                                                                                      • Marketing message
                                                                                                                                                                        • Company Cravers
                                                                                                                                                                          • Demographic profile
                                                                                                                                                                            • Marketing message
                                                                                                                                                                              • Indifferent
                                                                                                                                                                                • Demographic profile
                                                                                                                                                                                  • Marketing message
                                                                                                                                                                                  • Appendix – Singles Holiday Taking

                                                                                                                                                                                      • Figure 50: Singles who had a holiday or short break away from home in the last 12 months, 2010
                                                                                                                                                                                      • Figure 51: Non-singles who had a holiday or short break away from home in the last 12 months, 2010
                                                                                                                                                                                  • Appendix – Who Singles Go On Holiday With

                                                                                                                                                                                      • Figure 52: Most popular holiday companions, by demographics, April 2011
                                                                                                                                                                                      • Figure 53: Next most popular holiday companions, by demographics, April 2011
                                                                                                                                                                                  • Appendix – Attitudes Towards Solo Travel

                                                                                                                                                                                      • Figure 54: Attitudes towards solo travel, by most popular holiday companions, April 2011
                                                                                                                                                                                      • Figure 55: Attitudes towards solo travel, by next most popular holiday companions, April 2011
                                                                                                                                                                                      • Figure 56: Most popular attitudes towards solo travel, by demographics, April 2011
                                                                                                                                                                                      • Figure 57: Next most popular attitudes towards solo travel, by demographics, April 2011
                                                                                                                                                                                  • Appendix – Holiday Attitudes of Single People

                                                                                                                                                                                      • Figure 58: Further attitudes towards going on holiday, by most popular holiday companions, April 2011
                                                                                                                                                                                      • Figure 59: Further attitudes towards going on holiday, by next most popular holiday companions, April 2011
                                                                                                                                                                                      • Figure 60: Further attitudes towards going on holiday, by most popular attitudes towards solo travel, April 2011
                                                                                                                                                                                      • Figure 61: Further attitudes towards going on holiday, by next most popular attitudes towards solo travel, April 2011
                                                                                                                                                                                      • Figure 62: Most popular further attitudes towards going on holiday, by demographics, April 2011
                                                                                                                                                                                      • Figure 63: Next most popular further attitudes towards going on holiday, by demographics, April 2011
                                                                                                                                                                                  • Appendix – Targeting Opportunities

                                                                                                                                                                                      • Figure 64: Holiday companions, by target groups, April 2011
                                                                                                                                                                                      • Figure 65: Attitudes towards solo travel, by target groups, April 2011
                                                                                                                                                                                      • Figure 66: Attitudes towards going on holiday in general, by target groups, April 2011
                                                                                                                                                                                      • Figure 67: Target groups, by demographics, April 2011

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Acromas Holdings
                                                                                                                                                                                  • Eurostar UK Ltd
                                                                                                                                                                                  • Exodus Travel Ltd
                                                                                                                                                                                  • First Choice Holidays & Flights Ltd
                                                                                                                                                                                  • Page & Moy Ltd
                                                                                                                                                                                  • Saga Holidays
                                                                                                                                                                                  • Skyros
                                                                                                                                                                                  • STA Travel
                                                                                                                                                                                  • The Real Gap Experience
                                                                                                                                                                                  • Thomas Cook Group PLC
                                                                                                                                                                                  • Titan Travel
                                                                                                                                                                                  • TUI Travel PLC

                                                                                                                                                                                  Singles Holidays - UK - June 2011

                                                                                                                                                                                  £1,995.00 (Excl.Tax)