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- Travel Agents - UK - December 2011
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“In the long term, agents may have particular opportunities as a result of countries opening up to the advantages (ie revenue generation) of increased tourism. Destinations such as Libya where infrastructure is non-existent will give agents the chance to present themselves as the perfect ‘gateway to the new’.
– Tom Rees, Senior Travel and Tourism Analyst
Some questions answered in the report include:
How can travel agents benefit from the ageing UK population?
What can agents do to capitalise on the staycation trend in 2012?
How can travel agents take advantage of 2011’s geopolitical unrest across the Middle East/North Africa (the ‘Arab Spring’)?
What do developments in air travel mean for agents?
Introduction
Definition
Abbreviations
Executive Summary
The market
Figure 1: Forecast number of overseas holidays booked via travel agents, 2006-16
Figure 2: Forecast number of domestic holidays booked via travel agents, 2006-16
Market factors
Overseas holidays down by a fifth
Figure 3: Overseas holiday volume, 2006-11
Staycations still on
Figure 4: Domestic holiday volume, 2006-11
Packages under 15 million
Figure 5: Package versus independent holidays, by volume, 2005-10
Holiday priority
Figure 6: What extra money is spent on, top ten – October 2011
Second for research
Figure 7: Research sources used, 2011
Ageing population
Figure 8: Trends in the age structure of the UK population, 2011-16
Companies, brands and innovation
Market share
Figure 9: Leading travel agents, by number of retail outlets*, 2010
Cuts, consolidation and expansion
Thomas Cook
Thomson/First Choice
Virgin Holidays
Flight Centre
Midcounties Co-op
ABTA
Innovation
The consumer
Travel agent use
Figure 10: Use of travel agents in past two years, October 2011
Reasons for use
Figure 11: Top five reasons for travel agent use, 2010 and 2011
What people think of travel agents
Figure 12: Top five attitudes towards travel agents, 2010 and 2011
What we think
Issues in the Market
How can travel agents benefit from the ageing UK population?
What can agents do to capitalise on the staycation trend in 2012?
How can travel agents take advantage of 2011’s geopolitical unrest across the Middle East/North Africa (the ‘Arab Spring’)?
What do developments in air travel mean for agents?
Future Opportunities
Let's Make a Deal
Immaterial World
Internal Market Environment
Key points
Overseas holidays still falling
Figure 13: Overseas holiday volume and value, 2005-10
Figure 14: Average overseas holiday expenditure*, 2005-10
Staycation (re)surge
Figure 15: Domestic holidays in the UK, volume and value, 2005-10
Packages drop to under 15 million
Figure 16: Inclusive tours versus independent holidays, by volume, 2005-10
‘Other countries’
Figure 17: Overseas holidays, by region, 2005-10
Thomas Cook falls under the media microscope
Figure 18: ATOL tour operator failures/closures in the UK, October 2010-October 2011
TUI merges brands
Flight-plus shifts to April 2012
Broader Market Environment
Key points
Lean years ahead
Figure 19: GDP quarterly percentage change, Q1 2006-Q3 2011
Figure 20: GfK NOP Consumer Confidence Index, January 2008-October 2011
Figure 21: Annual average exchange rates for Sterling, 2007-11
Agent research rise
Figure 22: Research sources used for last holiday abroad, 2010 and 2011
Figure 23: Broadband penetration, by demographics, 2006-11
Agents can look to ageing
Figure 24: Trends in the age structure of the UK population, 2006-16
Figure 25: Forecast adult population trends, by lifestage, 2006-16
ABs, C2s rise
Figure 26: Forecast adult population trends, by socio-economic group, 2006-16
Competitive Context
Key points
Holidays commanding smaller slice of ‘extra’ money
Figure 27: Trends in what extra money is spent on, November 2009-October 2011
A luxury in the firing line
Figure 28: Trends in activities done and planning to do, July 2011-October 2011
Who’s Innovating?
Key points
Kuoni launches Box Holidays and a fair trade option
Online…
…and on call
Expansion and flagships
Market Size and Forecast
Key points
Overseas holiday fall hurts agents
Figure 29: Estimated number of overseas holidays booked via travel agents, 2006-16
Figure 30: Channel used to book holiday, 2010 and 2011
Domestic holidays distant
Figure 31: Estimated number of domestic holidays booked via travel agents, 2006-16
Forecast
Figure 32: Forecast number of overseas holidays booked via travel agents, 2006-16
Figure 33: Forecast number of domestic holidays booked via travel agents, 2006-16
Forecast methodology
Segment Performance
Key points
Holiday costs
Figure 34: Total cost of holiday, by booking channel, 2010 and 2011
Six in ten agent users take three weeks or less
Figure 35: Time spent away for holiday/short breaks, by booking channel, 2010 and 2011
Spain in Europe, Egypt further afield
Figure 36: Countries visited on holiday/short break, by travel agent bookers, 2010 and 2011
Beach tops type
Figure 37: Type of holiday taken, by booking channel, 2010 and 2011
Figure 38: Activities done in holiday/short break, by travel agent bookers, 2010 and 2011
Market Share
Key points
TUI and Cook/Co-op to cut stores
Figure 39: Leading travel agents, by number of retail outlets*, 2010
ABTA members drop…
…but expansion plans for some…
…while others rebrand/refocus
Brand Research
Brand map
Figure 40: Attitudes towards and usage of travel agent brands, September 2011
Correspondence analysis
Brand attitudes
Figure 41: Attitudes, by travel agent brand, September 2011
Brand personality
Figure 42: Travel agent brand personality – macro image, September 2011
Figure 43: Travel agent brand personality – micro image, September 2011
Brand experience
Figure 44: Travel agent brand usage, September 2011
Figure 45: Satisfaction with various travel agent brands, September 2011
Figure 46: Consideration of travel agent brands, September 2011
Figure 47: Consumer perceptions of current travel agent brand performance, September 2011
Figure 48: Travel agent brand recommendation – Net Promoter Score, September 2011
Brand index
Figure 49: Travel agent brand index, September 2011
Figure 50: Travel agent brand index vs. recommendation, September 2011
Brand research target group analysis
Figure 51: Brand research target groups, September 2011
Figure 52: Travel agents brand usage, by brand research target groups, September 2011
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
Companies and Products
Advantage Travel Centres
Figure 53: Key financials, Advantage Travel Centres, UK, 2009 and 2010
Flight Centre
Figure 54: Key financials, Flight Centre, UK, 2009 and 2010
STA Travel
Figure 55: Key financials, STA Travel Limited, UK, 2009 and 2010
The Co-operative Travel
The Global Travel Group
Figure 56: Key financials, Global Travel Group Limited, UK, 2009 and 2010
Thomas Cook
Figure 57: Key financials, Thomas Cook Group Plc – UK & Ireland, India and the Middle East segment, 2009 and 2010
Travel Counsellors
Figure 58: Key financials, Travel Counsellors, UK, 2009 and 2010
TUI Travel UK
Figure 59: Key financials, TUI Plc – UK & Ireland market, 2009 and 2010
Worldchoice
Figure 60: Key financials, Worldchoice UK Ltd, 2009 and 2010
Travel Agent Use
Key points
A quarter book at agents
Figure 61: Use of travel agents in past two years, 2008-11
Package shift
Non-core usage
The bookers
Flight-only function?
Reasons for Use
Key points
Time saving takes top spot
Figure 62: Reasons for travel agent use, 2010 and 2011
Other reasons remain constant
Young and old
‘Gateways to the new’
Figure 63: Reasons for travel agent use, by most popular use of travel agents in past two years, October 2011
Figure 64: Reasons for travel agent use, by next most popular use of travel agents in past two years, October 2011
What People Think of Travel Agents
Key points
One in four may use in future
Figure 65: Attitudes towards travel agents, 2010 and 2011
Family fortunes
Online ease
Above and beyond
Figure 66: Attitudes towards travel agents, by reasons for use, October 2011
Non-bookers most receptive to fees
Figure 67: Attitudes towards travel agents, by most popular travel agent use, October 2011
Figure 68: Attitudes towards travel agents, by next most popular travel agent use, October 2011
Targeting Opportunities
Key points
Target groups
Figure 69: Travel agents target groups, October 2011
Agent Advocates
Demographic profile
Marketing message
Late Bookers
Demographic profile
Marketing message
Unsure on Agents
Demographic profile
Marketing message
Internet Enthusiasts
Demographic profile
Marketing message
Not Interested
Demographic profile
Marketing message
Appendix – Market Size and Forecast
Figure 70: Number of overseas holidays, market volume and forecast, best and worst case scenarios, 2011-16
Figure 71: Number of overseas holidays booked via travel agents, market volume and forecast, best and worst case scenarios, 2011-16
Figure 72: Number of domestic holidays booked via travel agents, market volume and forecast, best and worst case scenarios, 2011-16
Appendix – Brand Research
Figure 73: Brand usage, September 2011
Figure 74: Brand commitment, September 2011
Figure 75: Brand momentum, September 2011
Figure 76: Brand diversity, September 2011
Figure 77: Brand satisfaction, September 2011
Figure 78: Brand recommendation, September 2011
Figure 79: Brand attitude, September 2011
Figure 80: Brand image – macro image, September 2011
Figure 81: Brand image – micro image, September 2011
Figure 82: Profile of brand research target groups, by demographics, September 2011
Figure 83: Psychographic segmentation, by brand research target group, September 2011
Figure 84: Brand usage, by brand research target group, September 2011
Brand index
Figure 85: Brand index, September 2011
Appendix – Travel Agent Use
Figure 86: Most popular travel agent use, by demographics, October 2011
Figure 87: Next most popular travel agent use, by demographics, October 2011
Figure 88: Other travel agent use, by demographics, October 2011
Appendix – Reasons for Use
Figure 89: Reasons for travel agent use, by demographics, October 2011
Appendix – What People Think of Travel Agents
Figure 90: Most popular attitudes towards travel agents, by demographics, October 2011
Figure 91: Next most popular attitudes towards travel agents, by demographics, October 2011
Appendix – Targeting Opportunities
Figure 92: Attitudes towards travel agents, by target groups, October 2011
Figure 93: Travel agent use, by target groups, October 2011
Figure 94: Target groups, by demographics, June 2011
- Advantage Travel Centres
- Air Travel Organisers' Licensing (ATOL)
- Airtours Holidays
- Association of Train Operating Companies (ATOC)
- Civil Aviation Authority
- First Choice Holidays & Flights Ltd
- Flight Centre (UK) Ltd
- Galileo International Inc.
- Global Travel Group Plc
- Kuoni Travel Ltd
- Neilson Active Holidays Limited
- Sentido Hotels & Resorts
- STA Travel
- The Freedom Travel Group Ltd
- Thomas Cook Group PLC
- Thomson Holidays
- Travel Trust Association
- Travelport
- TUI Travel PLC
- VisitBritain
- Worldchoice Travel
- Worldspan Technologies Inc.
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