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Youth Holidays - UK - May 2010

This report looks at 16-25-year-olds’ holidays and attitudes regarding travel, examining what kind of trips they go on, who they go with and what the future holds. It considers consumer trends, the recessionary impact, what the prospects are for recovery, innovations of relevance and the strengths and weaknesses of the market.

  • Fewer than 5.4 million 16-24-year-olds travelled overseas in 2009 as the recession took its toll. This was a 12.7% fall year-on-year. 2010 is expected to see a slight improvement in the number of youth travellers, but not to the pre-recessionary level of around 6 million.
  • A major reason for the lack of significant growth is the continuing unemployment situation – in the January-March 2010 period 914,000 16-24-year-olds were out of work. Widespread recruitment freezes continue to have disproportionate impact on young adults, leading to fears that a ‘lost generation’ of graduates unable to get a foothold in employment is being created. Over one-in-five young adults has experienced difficulty finding a job and reports that this has made it harder for them to go on holiday.
  • There is a growing tendency for young adults to live at home with their parents to a later age, with financial considerations the key reason. 25% of men and 13% of women aged 25-29 now live with their parents – as do over 10% of men who have reached their early 30s and 5% of women of the same age.
  • Almost two-thirds of 16-25-year-olds have been on a holiday with their parents in the last three years. And while one-in-four state they are likely to go on holiday with their parents again when they’re older, the same proportion reports the need to ‘escape’ from their parents.
  • Youth travellers are significantly more likely than other adults to book their holiday one month or less from the departure date. In addition, their use of online social networking in arranging trips has surged in recent years – while 13% reported having done so when asked in 2008, 24% said they had when asked in 2010.
  • Since 2005, beach/resort holidays have dropped off as a percentage of all youth holidays taken, from over four-in-ten to just over three-in-ten. However they remain the most popular choice, ahead of city breaks.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definitions
          • Abbreviations
          • Future Opportunities

            • Sporting chance
              • Age of travel
              • Market in Brief

                • Pulling out of recession
                  • Home life and holiday partners
                    • Beach breaks best
                      • Flying the independent flag
                        • Last minute and online
                        • Internal Market Environment

                          • Key points
                            • 2009 – the year of overseas travel recession...
                              • Figure 1: Domestic vs overseas holidays, 2005-10
                            • …and austerity
                              • Figure 2: Domestic vs overseas holiday expenditure, 2005-10
                            • Education, education, vacation
                              • Figure 3: All students at publicly funded higher education institutions (HEIs), by mode and level of study, 2005/06-2008/09
                            • Expansion in expenditure
                              • Figure 4: NUS estimated average student expenditure for the 2009/10 academic year (39 weeks)
                            • Loans enlarging
                              • Figure 5: Total amount of student loans lent to English domiciled students studying in the UK and EU students studying in England, 2005-10
                            • 16-25s fall back
                              • Figure 6: Projected numbers of 16-30-year-olds in the UK, mid years by age last birthday, 2005-15
                            • Low-cost liked
                              • Figure 7: Scheduled passengers carried by easyJet and Ryanair, 2005-09
                          • Broader Market Environment

                            • Key points
                              • UK emerges from recession
                                • Figure 8: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                              • Me and Mum and Dad
                                • Figure 9: UK households, by size, 2005-15
                              • Youth unemployment and the ‘lost generation’
                                • Figure 10: Employment and unemployment, by gender, 2005-15
                              • Older, sooner
                                • Figure 11: Trends in the age structure of the UK population, by gender, 2005-15
                              • Eight in ten online
                                • Figure 12: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2005-09
                              • Spending priorities
                                • Figure 13: Trends in what extra money is spent on, Dec 09-Feb 10
                              • Euro woes continue
                                • Figure 14: Annual average exchange rates for Sterling against other currencies, 2006-10
                            • Competitive Context

                              • Key points
                                • Figure 15: Total overseas visits vs overseas visits made by 16-24-year-olds, 2005-09
                            • Strengths and Weaknesses in the Market

                                • Strengths
                                  • Student market
                                    • Hotel Mum and Dad
                                      • Younger longer
                                        • Discount-driven affordability
                                          • Travel expectation
                                            • Weaknesses
                                              • Declining demographic
                                                • Lost generation
                                                  • Merging market
                                                    • Recessionary impact
                                                      • Clouds on the low-cost horizon
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Something special
                                                            • Technology
                                                              • Learning
                                                                • New kids on the block
                                                                  • Deals
                                                                    • Launches
                                                                      • Marketing
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • 2010 – uncertainty takes flight
                                                                            • Figure 16: Overseas youth market by volume, 2005-15
                                                                          • Spain remains top choice
                                                                            • Figure 17: Visits (all purposes) to specific countries, by 16-24-year-olds, 2004-08
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • UK A-OK
                                                                              • Figure 18: Type of holiday taken for last holiday, 2005-09
                                                                            • One or two
                                                                              • Figure 19: Number of holidays taken in the last 12 months
                                                                            • Youth holidaymakers’ choices
                                                                              • Figure 20: Youth holiday choices – Europe vs rest of world and packaged vs independent, 2005-09
                                                                            • Beach falls as niche choices rise
                                                                              • Figure 21: Type of holiday taken, 2005-09
                                                                            • Weeks and weekends
                                                                              • Figure 22: Number of nights taken for last holiday, 2005-09
                                                                          • Domestic Youth Holidays

                                                                            • Key points
                                                                              • Domestic breaks follow overseas pattern
                                                                                • Figure 23: Domestic youth holidays by type, 2005-09
                                                                              • Short-breaks for UK
                                                                                • Figure 24: Number of nights taken for last UK holiday, 2005-09
                                                                            • Youth Holidays Abroad

                                                                              • Key points
                                                                                • Half are beach/resort breaks
                                                                                  • Figure 25: Type of overseas holiday taken, 2005-09
                                                                                • Seven nights the top choice
                                                                                  • Figure 26: Number of nights taken for last overseas holiday, 2005-09
                                                                              • Youth Holiday Future Intentions

                                                                                • Key points
                                                                                  • Life’s a beach
                                                                                    • Figure 27: Overseas holiday intentions for next 12 months, November 2009
                                                                                  • Saving, but not authenticity-seeking
                                                                                    • Figure 28: Attitudes towards holidays, 2007 vs 2009
                                                                                  • Holidays a luxury, but youth will travel
                                                                                    • Figure 29: Attitudes towards holiday expenditure, 2007 vs 2009
                                                                                • Companies and Products

                                                                                    • Club 18-30
                                                                                      • Contiki
                                                                                          • Figure 30: Key financials for Contiki Travels (UK) Limited, 2007-08
                                                                                        • PGL Travel
                                                                                            • Figure 31: Key financials for PGL Travel Limited, 2007-08
                                                                                          • STA Travel
                                                                                              • Figure 32: Key financials for STA Travel Limited, 2007-08
                                                                                            • Real Gap Experience
                                                                                                • Figure 33: Key financials for Real Travel Limited, 2007-08
                                                                                              • YHA
                                                                                                  • Figure 34: Key financials for YHA UK, 2008-09
                                                                                                • TrekAmerica
                                                                                                    • Figure 35: Key financial figures for Trek America Travel Limited, 2007-08
                                                                                                  • TUI
                                                                                                      • Figure 36: Key financials of the Ski, Student and Sport division of TUI Plc, 2008-09
                                                                                                    • Thomas Cook
                                                                                                    • Channels to Market

                                                                                                      • Key points
                                                                                                        • Young and last-minute
                                                                                                          • Figure 37: When last holiday was booked, 2009
                                                                                                        • Independent – but like the human touch
                                                                                                          • Figure 38: How last holiday was booked, 2009
                                                                                                      • Holidays Taken by Youth

                                                                                                        • Key points
                                                                                                          • Bank of Mum and Dad
                                                                                                            • Figure 39: Types of holidays taken in the last three years, February 2010
                                                                                                          • Solos, schools and socio-economics
                                                                                                          • Holiday Type and Travel

                                                                                                            • Key points
                                                                                                              • Air travel flies high
                                                                                                                • Figure 40: Mode of travel used to arrive at holiday destination in the last three years, February 2010
                                                                                                              • Plane, train, automobile – and travelling companions
                                                                                                                • Figure 41: Mode of travel used to arrive at holiday destination in the last three years by most popular types of holidays taken in the last three years, February 2010
                                                                                                              • Making their own arrangements
                                                                                                                • Friends/partner packages
                                                                                                                  • Figure 42: Mode of travel used to arrive at holiday destination in the last three years by package/independent holidays taken in the last three years, February 2010
                                                                                                              • Holiday Organisation

                                                                                                                • Key points
                                                                                                                  • Celebrations and friends
                                                                                                                    • Figure 43: Holiday organisation in the last three years, February 2010
                                                                                                                  • Social networking soars
                                                                                                                    • Figure 44: Comparable holiday organisation activities in the last three years, April 2008
                                                                                                                  • Hostels, clubbing and youth brands
                                                                                                                    • Solos on a budget
                                                                                                                      • Figure 45: Holiday organisation in the last three years by most popular types of holidays taken in the last three years, February 2010
                                                                                                                  • Youth Attitudes Towards Holidays

                                                                                                                    • Key points
                                                                                                                      • Figure 46: Attitudes towards holidays, April 2008 and February 2010
                                                                                                                    • Positive signs...
                                                                                                                      • ...but negative change too
                                                                                                                        • Family friendliness
                                                                                                                          • Olympic desire
                                                                                                                            • Older for culture, but not too green
                                                                                                                              • Green train
                                                                                                                                • Figure 47: Attitudes towards holidays by most popular mode of travel used to arrive at holiday destination in the last three years, February 2010
                                                                                                                            • Targeting Opportunities

                                                                                                                              • Key points
                                                                                                                                • Target groups
                                                                                                                                  • Figure 48: Youth holiday target groups, February 2010
                                                                                                                                • High on holidays
                                                                                                                                  • Demographic profile
                                                                                                                                    • Marketing message
                                                                                                                                      • Fans and family-friendly
                                                                                                                                        • Demographic profile
                                                                                                                                          • Marketing message
                                                                                                                                            • Cash concerned
                                                                                                                                              • Demographic profile
                                                                                                                                                • Marketing message
                                                                                                                                                  • Not so interested
                                                                                                                                                    • Demographic profile
                                                                                                                                                      • Marketing message
                                                                                                                                                        • Figure 49: Types of holidays taken in the last three years by target groups, February 2010
                                                                                                                                                    • Appendix – Segment Performance

                                                                                                                                                        • Figure 50: Type of holiday taken, by age, 2009
                                                                                                                                                        • Figure 51: Number of nights taken for last holiday, by age, 2009
                                                                                                                                                    • Appendix – Domestic Youth Holidays

                                                                                                                                                        • Figure 52: Month when last UK youth holiday began, 2005-09
                                                                                                                                                    • Appendix – Youth Holidays Abroad

                                                                                                                                                        • Figure 53: Month when last overseas youth holiday began, 2005-09
                                                                                                                                                    • Appendix – Holidays Taken by Youth

                                                                                                                                                        • Figure 54: Attitudes towards holidays, by next most popular mode of travel used to arrive at holiday destination in the last three years, February 2010
                                                                                                                                                        • Figure 55: Attitudes towards holidays, by other mode of travel used to arrive at holiday destination in the last three years, February 2010
                                                                                                                                                        • Figure 56: Attitudes towards holidays, by most popular organisational activities in the last three years, February 2010
                                                                                                                                                        • Figure 57: Attitudes towards holidays, by next most popular organisational activities during holidays in the last three years, February 2010
                                                                                                                                                        • Figure 58: Most popular types of holiday taken in the last three years, by demographics, February 2010
                                                                                                                                                        • Figure 59: Next most popular types of holidays taken in the last three years, by demographics, February 2010
                                                                                                                                                        • Figure 60: Other types of holidays taken in the last three years, by demographics, February 2010
                                                                                                                                                        • Figure 61: Least popular types of holidays taken in the last three years, by demographics, February 2010
                                                                                                                                                    • Appendix – Holiday Type and Travel

                                                                                                                                                        • Figure 62: Mode of travel used to arrive at holiday destination in the last three years, by second most popular types of holidays taken in the last three years, February 2010
                                                                                                                                                        • Figure 63: Mode of travel used to arrive at holiday destination in the last three years, by other types of holidays taken in the last three years, February 2010
                                                                                                                                                        • Figure 64: Most popular mode of travel used to arrive at holiday destination in the last three years, by demographics, February 2010
                                                                                                                                                        • Figure 65: Next most popular mode of travel used to arrive at holiday destination in the last three years, by demographics, February 2010
                                                                                                                                                        • Figure 66: Other mode of travel used to arrive at holiday destination in the last three years, by demographics, February 2010
                                                                                                                                                    • Appendix – Holiday Organisation

                                                                                                                                                        • Figure 67: Holiday organisation in the last three years, by next most popular types of holiday taken in the last three years, February 2010
                                                                                                                                                        • Figure 68: Holiday organisation in the last three years, by other types of holiday taken in the last three years, February 2010
                                                                                                                                                        • Figure 69: Most popular organisational activities during holidays in the last three years, by demographics, February 2010
                                                                                                                                                        • Figure 70: Next most popular orgganisational activities during holidays in the last three years, by demographics, February 2010
                                                                                                                                                    • Appendix – Youth Attitudes towards Holidays

                                                                                                                                                        • Figure 71: Most popular attitudes towards holidays, by demographics, February 2010
                                                                                                                                                        • Figure 72: Next most popular attitudes towards holidays, by demographics, February 2010
                                                                                                                                                    • Appendix – Targeting Opportunities

                                                                                                                                                        • Figure 73: Mode of travel used to arrive at holiday destination in the last three years, by target groups, February 2010
                                                                                                                                                        • Figure 74: Holiday organisation in the last three years, by target groups, February 2010
                                                                                                                                                        • Figure 75: Target groups, by demographics, February 2010

                                                                                                                                                    Companies Covered

                                                                                                                                                    • Aerolineas Argentinas
                                                                                                                                                    • Bebo Inc
                                                                                                                                                    • British Airport Authority
                                                                                                                                                    • British Airways Plc
                                                                                                                                                    • British Broadcasting Corporation (BBC)
                                                                                                                                                    • Butlins Skyline Limited
                                                                                                                                                    • Center Parcs
                                                                                                                                                    • Contiki
                                                                                                                                                    • Council of Mortgage Lenders
                                                                                                                                                    • Discovery Channel
                                                                                                                                                    • Endemol UK
                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                    • Fédération Internationale de Football Association
                                                                                                                                                    • First Choice Holidays & Flights Ltd
                                                                                                                                                    • Gfk NOP
                                                                                                                                                    • Glastonbury Festivals Ltd
                                                                                                                                                    • Globus Group
                                                                                                                                                    • Government Actuary's Department (GAD)
                                                                                                                                                    • Hed Kandi
                                                                                                                                                    • Higher Education Statistics Agency
                                                                                                                                                    • HM Revenue & Customs
                                                                                                                                                    • Holidaybreak plc
                                                                                                                                                    • International Air Transport Association
                                                                                                                                                    • JAC Travel Ltd
                                                                                                                                                    • Kantar Media
                                                                                                                                                    • Lake District National Park Authority
                                                                                                                                                    • Lonely Planet Publications
                                                                                                                                                    • Market & Opinion Research International (MORI)
                                                                                                                                                    • Ministry of Sound
                                                                                                                                                    • NUS [National Union of Students]
                                                                                                                                                    • Office for National Statistics
                                                                                                                                                    • PGL Adventure Holidays Ltd
                                                                                                                                                    • Post Office Limited
                                                                                                                                                    • Qantas Airways Limited
                                                                                                                                                    • Quiksilver, Inc.
                                                                                                                                                    • Real Gap Experience
                                                                                                                                                    • Ryanair Holdings plc
                                                                                                                                                    • Shelter
                                                                                                                                                    • STA Travel
                                                                                                                                                    • Sunset Faraway Holidays
                                                                                                                                                    • The Student Loan Corporation
                                                                                                                                                    • The Youth Hostels Association
                                                                                                                                                    • Thomas Cook Group PLC
                                                                                                                                                    • Trailfinders Travel
                                                                                                                                                    • Trek America
                                                                                                                                                    • TUI Travel PLC
                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                    • Universities & Colleges Admissions Service (UCAS)
                                                                                                                                                    • Walt Disney Company, The
                                                                                                                                                    • World Tourism Organisation

                                                                                                                                                    Youth Holidays - UK - May 2010

                                                                                                                                                    £1,995.00 (Excl.Tax)