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Walking and Cycling Holidays - UK - April 2013

“Brands could make better use of social media channels to connect holidaymakers before a holiday, to group those with common interests or motivations together and allow holidaymakers to begin interacting and forging relationships before a holiday even begins. Using social media channels could help to tie holidaymakers into a given brand and improve customer loyalty and repeat business.”

– Harry Segal, Research Analyst

Some questions answered in this report include:

  • How can brands encourage repeat business through social media?
  • How can brands gain from concerns over environmental responsibility?
  • How can brands tempt holidaymakers to venture overseas?
  • Is there an opportunity for brands to market products targeted at singles?

This report examines walking and cycling holidays taken by UK residents and explores motivations behind and consumer attitudes towards taking such a holiday. The report also investigates core drivers behind change in the market and key players and products in the industry.

For the purposes of this report, walking and cycling holidays are holidays, either domestic or overseas, where walking or cycling is the primary purpose of the trip, rather than activities carried out while on another type of holiday. However, the report also explores walking or cycling as excursions while on another type of holiday. A holiday must include a stay of at least one night.

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 Canaries, which are treated as a part of the Spanish market. Long-haul, therefore, refers to holidays outside Europe. Turkey is considered to be a short-haul destination, but Egypt, Tunisia and Morocco are considered to be long-haul destinations.
  • 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).

 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market factors
              • Domestic holiday market up 8% since 2007
                • Figure 1: UK long-haul, short-haul and domestic holiday markets, by volume, 2007-12
              • Walking and cycling are viewed as key means to stay in shape
                • Figure 2: Top six things people have done to stay healthy, November 2012
              • The consumer
                • A fifth of adults go cycling once a month or more
                  • Figure 3: Walking and cycling as leisure activities, January 2013
                • Health and fitness is the primary motivation behind walking
                  • Figure 4: Motivations behind walking as a leisure activity, January 2013
                • A quarter of cyclists ride to be physically challenged
                  • Figure 5: Motivations behind cycling as a leisure activity, January 2013
                • Cycling holiday penetration is low, but a fifth of adults exhibit an interest
                  • Figure 6: Walking and cycling holidays taken in the last five years, January 2013
                • Exploration and relaxation are key drivers for interest in walking holidays
                  • Figure 7: Motivations behind taking a walking holiday, January 2013
                • 23% of those interested in cycling holidays are looking to meet new people
                  • Figure 8: Motivations behind taking a cycling holiday, January 2013
                • Two thirds of adults view walking and cycling holidays as greener than most holidays
                  • Figure 9: Attitudes towards walking and cycling holidays, January 2013
                • What we think
                • Issues in the Market

                    • How can brands encourage repeat business through social media?
                      • How can brands gain from concerns over environmental responsibility?
                        • How can brands tempt holidaymakers to venture overseas?
                          • Is there an opportunity for brands to market products targeted at singles?
                          • Trend Application

                              • Switch Off
                                • Click and Connect
                                  • Mintel Futures: Generation Next
                                  • Market Drivers

                                    • Key points
                                      • Domestic holiday market up 8% since 2007
                                        • Figure 10: UK long-haul, short-haul and domestic holiday markets, by volume, 2007-12
                                      • 7% of domestic holidays taken in 2011 included a short walk
                                        • Figure 11: Activities undertaken on domestic holiday trips, 2011
                                      • Cycling participation returned to growth in 2012
                                        • Figure 12: Participation in selected activities in the last 12 months, 2008-12
                                        • Figure 13: UK bicycles market, 2007-12
                                      • Participation and interest in walking continue to fall
                                        • Figure 14: Participation and interest in selected activities, 2008-12
                                      • Enjoyment of walking as a holiday excursion falls
                                        • Figure 15: Enjoyment of camping/walking/hiking on holidays or short breaks, 2009-12
                                      • Obesity epidemic provides scope for health and fitness positioning
                                        • Figure 16: Incidence of being overweight or obese, by gender, 2006-11
                                      • Walking and cycling are viewed as key means to stay in shape
                                        • Figure 17: Top six things people have done to stay healthy, November 2012
                                      • Rising costs may provide barrier to gym membership
                                        • Figure 18: UK health and fitness clubs market size trends, 2007-12
                                      • Papua New Guinea targets trekkers with global tourism campaign
                                        • Government and London Mayor announce investments in UK cycling
                                          • Cyclists campaign for safer roads
                                            • Mexico City and New York City launch bike share schemes
                                              • Discover Adventure organises Trans Pyrenees Coast to Coast Cycle
                                              • Who’s Innovating?

                                                • Key points
                                                  • Warm Showers for touring cyclists
                                                    • Cycle Clubs and Cafés provide facilities and support
                                                      • TrackMyTour app allows travellers to document and share their journey
                                                        • LifeBEAM SMART Helmet to monitor heart rate
                                                          • BMW invests in electric bike innovation
                                                          • Companies and Products

                                                              • PEAK Adventure Travel (UK) Ltd
                                                                  • Figure 19: Financial performance of PEAK Adventure Travel (UK) Ltd., 2010 and 2011
                                                                • TUI Travel plc
                                                                    • Figure 20: Financial performance of TUI Travel Plc, 2011 and 2012
                                                                  • Thomas Cook Group plc
                                                                      • Figure 21: Financial performance of Thomas Cook Group Plc, 2011 and 2012
                                                                    • G Adventures
                                                                      • Ramblers Worldwide Holidays
                                                                          • Figure 22: Financial performance of Ramblers Worldwide Holidays, 2010 and 2011
                                                                        • Inntravel Ltd
                                                                            • Figure 23: Financial performance of Inntravel Ltd., 2010 and 2011
                                                                          • Explore Worldwide Ltd
                                                                              • Figure 24: Financial performance of Explore Worldwide Ltd., 2010 and 2012
                                                                            • Saddle Skedaddle
                                                                            • Walking and Cycling as Leisure Activities

                                                                              • Key points
                                                                                • A fifth of adults go cycling once a month or more
                                                                                  • Figure 25: Walking and cycling as leisure activities, January 2013
                                                                                • Cycling is twice as popular among men as women
                                                                                  • Figure 26: Walking and cycling as leisure activities performed once a month or more, by gender, January 2013
                                                                                • Just under a third of 25-34s cycle once a month or more
                                                                                  • Figure 27: Walking and cycling as leisure activities performed once a month or more, by age, January 2013
                                                                                • Low income presents a barrier to cycling as a leisure activity
                                                                                  • Figure 28: Walking and cycling as leisure activities performed once a month or more, by annual household income, January 2013
                                                                                • Leisure cycling is most popular among those with children aged 5-9
                                                                                  • Figure 29: Walking and cycling as leisure activities performed once a month or more, by presence of children in the home, January 2013
                                                                              • Motivations Behind Walking as a Leisure Activity

                                                                                • Key points
                                                                                  • Health and fitness is the primary motivation behind walking
                                                                                    • Figure 30: Motivations behind walking as a leisure activity, January 2013
                                                                                  • 55-64s are the most likely to be motivated by health and fitness
                                                                                    • Figure 31: Motivations behind walking as a leisure activity, by age, January 2013
                                                                                • Motivations Behind Cycling as a Leisure Activity

                                                                                  • Key points
                                                                                    • A quarter of cyclists ride to be physically challenged
                                                                                      • Figure 32: Motivations behind cycling as a leisure activity, January 2013
                                                                                    • Motivations behind cycling lack a clear age group distinction
                                                                                      • Figure 33: Motivations behind cycling as a leisure activity, by age, January 2013
                                                                                    • Half of those who cycle at least once a week are enthusiasts
                                                                                      • Figure 34: Motivations behind cycling as a leisure activity, by frequency of cycling as a leisure activity, January 2013
                                                                                  • Walking and Cycling Holidays taken in the Last Five Years

                                                                                    • Key points
                                                                                      • Cycling holiday penetration is low, but a fifth of adults exhibit an interest
                                                                                        • Figure 35: Walking and cycling holidays taken in the last five years, January 2013
                                                                                      • Men are 50% more likely than women to show an interest in cycling holidays
                                                                                        • Figure 36: Any interest in walking and cycling holidays, by gender, January 2013
                                                                                      • Interest in walking and cycling holidays is highest among under-35s
                                                                                        • Figure 37: Any interest in walking and cycling holidays, by age, January 2013
                                                                                      • Walking and cycling holidays are more attractive to families
                                                                                        • Figure 38: Any interest in walking and cycling holidays, by presence of children in the home, January 2013
                                                                                      • Three quarters of regular walkers exhibit an interest in walking holidays
                                                                                        • Figure 39: Walking holidays taken in the last five years, by frequency of walking as a leisure activity, January 2013
                                                                                      • A quarter of regular cyclists have taken a cycling holiday in the last five years
                                                                                        • Figure 40: Cycling holidays taken in the last five years, by frequency of cycling as a leisure activity, January 2013
                                                                                    • Motivations behind Taking a Walking Holiday

                                                                                      • Key points
                                                                                        • Exploration and relaxation are key drivers for interest in walking holidays
                                                                                          • Figure 41: Motivations behind taking a walking holiday, January 2013
                                                                                        • 45-64s most likely to be motivated by the chance to visit a famous landmark
                                                                                          • Figure 42: Most popular motivations behind taking a walking holiday, by age, January 2013
                                                                                        • A third of seniors would take a walking holiday to meet new people
                                                                                          • Figure 43: Next most popular motivations behind taking a walking holiday, by age, January 2013
                                                                                      • Motivations behind Taking a Cycling Holiday

                                                                                        • Key points
                                                                                          • 44% of those interested in cycling holidays are looking for a challenge
                                                                                            • Figure 44: Motivations behind taking a cycling holiday, January 2013
                                                                                          • Under-35s more likely to take a cycling holiday to complete a challenge
                                                                                            • Figure 45: Motivations behind taking a cycling holiday, by age, January 2013
                                                                                          • A quarter of singles would take a cycling holiday to meet new people
                                                                                            • Figure 46: Motivations behind taking a cycling holiday, by marital status, January 2013
                                                                                        • Attitudes towards Walking and Cycling Holidays

                                                                                          • Key points
                                                                                            • Two thirds of adults view walking and cycling holidays as greener than most holidays
                                                                                              • Figure 47: Attitudes towards walking and cycling holidays, January 2013
                                                                                          • Appendix – Walking and Cycling as Leisure Activities

                                                                                              • Figure 48: Walking/hiking/trekking as a leisure activity, by demographics, January 2013
                                                                                              • Figure 49: Cycling/mountain biking as a leisure activity, by demographics, January 2013
                                                                                          • Appendix – Motivations Behind Walking as a Leisure Activity

                                                                                              • Figure 50: Most popular motivations behind walking/hiking/trekking as a leisure activity, by demographics, January 2013
                                                                                              • Figure 51: Next most popular motivations behind walking/hiking/trekking as a leisure activity, by demographics, January 2013
                                                                                          • Appendix – Motivations Behind Cycling as a Leisure Activity

                                                                                              • Figure 52: Most popular motivations behind cycling/mountain biking as a leisure activity, by demographics, January 2013
                                                                                              • Figure 53: Next most popular motivations behind cycling/mountain biking as a leisure activity, by demographics, January 2013
                                                                                          • Appendix – Walking and Cycling Holidays Taken and the Last Five Years

                                                                                              • Figure 54: Any walking holidays taken in the last five years, by demographics, January 2013
                                                                                              • Figure 55: Any cycling holidays taken in the last five years, by demographics, January 2013
                                                                                              • Figure 56: Any walking/hiking/trekking holiday in the UK taken in the last five years, by demographics, January 2013
                                                                                              • Figure 57: Any walking/hiking/trekking holiday in Europe taken in the last five years, by demographics, January 2013
                                                                                              • Figure 58: Any cycling/mountain biking holiday in the UK taken in the last five years, by demographics, January 2013
                                                                                              • Figure 59: Any walking/hiking/trekking holiday outside of Europe taken in the last five years, by demographics, January 2013
                                                                                              • Figure 60: Any cycling/mountain biking holiday in Europe taken in the last five years, by demographics, January 2013
                                                                                              • Figure 61: Any cycling/mountain biking holiday outside of Europe taken in the last five years, by demographics, January 2013
                                                                                          • Appendix – Motivations behind Taking a Walking Holiday

                                                                                              • Figure 62: Most popular motivations behind taking a walking holiday, by demographics, January 2013
                                                                                              • Figure 63: Next most popular motivations behind taking a walking holiday, by demographics, January 2013
                                                                                          • Appendix – Motivations Behind Taking a Cycling Holiday

                                                                                              • Figure 64: Motivations behind taking a cycling holiday, by demographics, January 2013
                                                                                          • Appendix – Attitudes towards Walking and Cycling Holidays

                                                                                              • Figure 65: Agreement with statements ‘Walking and cycling holidays are more environmentally responsible than most holidays’ and ‘Walking or cycling holidays are more fun in a group of like-minded people’, by demographics, January 2013
                                                                                              • Figure 66: Agreement with statements ‘There is no need to travel outside of the UK for a walking or cycling holiday’ and ‘I would prefer to plan my own route for a walking or cycling holiday’, by demographics, January 2013
                                                                                              • Figure 67: Agreement with statements ‘I would rather go on a multi-activity holiday than one based around just one activity’ and ‘You need a tour guide if taking a walking or cycling holiday outside of Europe’, by demographics, January 2013
                                                                                              • Figure 68: Agreement with statements ‘Taking a walking or cycling holiday outside of Europe can be dangerous’ and ‘Walking or cycling in a large group ruins the experience’, by demographics, January 2013
                                                                                              • Figure 69: Agreement with statements ‘Language barriers put me off taking a walking or cycling holiday to some destinations’ and ‘Walking and cycling holidays can have a negative impact on natural environments’, by demographics, January 2013

                                                                                          Companies Covered

                                                                                          • Exodus Travel Ltd
                                                                                          • Gecko's Adventures
                                                                                          • Headwater Holidays
                                                                                          • Intrepid Travel

                                                                                          Walking and Cycling Holidays - UK - April 2013

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