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Domestic Tourism - UK - October 2018

"UK holidays appear better protected than holidays abroad from the economic risks and potential travel problems of Brexit."

- John Worthington, Senior Analyst

This Report looks at the following areas:

  • Snacking breaks
  • Agents can do more to help families find affordable UK holidays
  • Lungs of the city
  • Technology challenge
  • Rise of the nearcation
  • Cycling holidays enjoy growing appeal

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • New staycation records set as consumers anticipate post-Brexit travel problems
            • Figure 1: Domestic holidays volume forecast, 2013-23
            • Figure 2: Domestic holidays value forecast, 2013-23
          • Demand for domestic breaks continues to rise
            • Figure 3: UK holiday taking, July 2016-July 2018
            • Figure 4: UK holiday intentions, July 2018
          • Rise in short break taking
            • Figure 5: UK holiday length, July 2016-July 2018
          • City breaks are most popular domestic holiday choice
            • Figure 6: UK holiday type, August 2017 versus July 2018
          • Love of landscape
            • Figure 7: Attitudes to tourism and British countryside, July 2018
          • Historical attractions are a major selling-point
            • Figure 8: Attitudes to tourism and British history and culture, July 2018
          • The Airbnb generation
            • Figure 9: Attitudes to British cities, July 2018
          • Re-birth of the British seaside holiday
            • Figure 10: Other domestic holiday attitudes, July 2018
          • Falling car use will offer new opportunities for public transport
            • Figure 11: Other domestic holiday attitudes (continued), July 2018
          • What we think
          • Issues and Insights

            • Snacking breaks
              • The facts
                • The implications
                  • Agents can do more to help families find affordable UK holidays
                    • The facts
                      • The implications
                        • Lungs of the city
                          • The facts
                            • The implications
                              • Technology challenge
                                • The facts
                                  • The implications
                                    • Rise of the nearcation
                                      • The facts
                                        • The implications
                                          • Cycling holidays enjoy growing appeal
                                            • The facts
                                              • The implications
                                              • The Market – What You Need to Know

                                                • Domestic tourism surpasses ‘staycation year’ peak
                                                  • Further rises expected
                                                    • Snacking trend
                                                      • City breaks up 32% in past decade
                                                        • Seaside surge
                                                          • Spain drain
                                                            • Brexit fears
                                                              • Opportunities and challenges
                                                              • Market Size and Forecast

                                                                • 2018 set to be another record year
                                                                    • Figure 12: Domestic tourism volume, value and average spend in Great Britain, 2013-23
                                                                  • Forecast
                                                                    • Figure 13: Domestic holidays volume forecast, 2013-23
                                                                    • Figure 14: Domestic holidays value forecast, 2013-23
                                                                • Segment Performance

                                                                  • Little and often trend benefits domestic breaks
                                                                    • Figure 15: Short vs long holidays in Great Britain, by volume, 2013-17
                                                                  • Seaside revival
                                                                      • Figure 16: Holiday volumes in Great Britain, by type of destination*, 2013-17
                                                                    • North sees numbers rise 18% in 2017
                                                                      • Figure 17: Domestic holiday volumes in Great Britain, by region visited, 2013-17
                                                                    • Highest proportion of holiday visits come from within same region
                                                                      • Figure 18: Domestic holiday volumes by region visited, by percentage of source market, 2017
                                                                    • London dominates city break market
                                                                      • Figure 19: Most visited English cities and towns 2014-16 three year average for holiday trips by GB residents
                                                                  • Market Background

                                                                    • Weak Pound has not deterred overseas holidays as yet
                                                                      • Figure 20: Spot exchange rate, Pound Sterling versus euro and US Dollar, June 2016-September 2018
                                                                    • Staycation is here to stay
                                                                      • Figure 21: Domestic holiday volume versus overseas holiday volume, 2008-17
                                                                    • Spain experiences drop in British visitors
                                                                      • Short break competition increasing
                                                                        • Figure 22: Top 10 overseas holiday destinations, by number of trips, 2013-17
                                                                      • Brexit travel uncertainty
                                                                          • Figure 23: Attitudes towards the impact of Brexit and value of the Pound on overseas travel, July 2018
                                                                        • Millennials show strongest concerns
                                                                          • Figure 24: Attitudes towards the impact of Brexit and value of the Pound on overseas travel, by generational group, July 2018
                                                                        • UK weather trends
                                                                          • 2017
                                                                            • 2018
                                                                              • Long-term trends
                                                                                • Figure 25: Highest ten average annual temperatures in Central England, 1659-2017
                                                                              • Over-crowding
                                                                                • The Airbnb factor
                                                                                  • Figure 26: Intentions to use Airbnb for UK holidays, July 2018
                                                                                • Reducing bottlenecks
                                                                                • Companies and Brands – What You Need to Know

                                                                                  • Lost generation
                                                                                    • Scottish set-jetting
                                                                                      • Year of Discovery ahead in Wales
                                                                                        • Domestic wine tourism
                                                                                          • Smart tourism
                                                                                          • Launch Activity and Innovation

                                                                                            • The lost generation
                                                                                              • Bath seeks buzz seekers
                                                                                                • Scotland targets Millennials and young families
                                                                                                  • New wave of experiential tourism
                                                                                                    • Scotland capitalises on set-jetting trend
                                                                                                      • Wales continuing themed marketing approach
                                                                                                        • Welsh historical attractions receive major investment
                                                                                                          • Wine tourism potential
                                                                                                            • 5G pilot to test new ‘smart tourism’ applications
                                                                                                            • The Consumer – What You Need to Know

                                                                                                              • Domestic holiday taking up four percentage points
                                                                                                                • Consumers expect to take more UK trips in next 12 months
                                                                                                                  • Short breaks rise further
                                                                                                                    • City break increase
                                                                                                                      • Rural revival is possible
                                                                                                                        • Airbnb generation excited by British cities
                                                                                                                          • Conflicting attitudes to technology on holiday
                                                                                                                            • Seaside nostalgia
                                                                                                                              • Negative rail perceptions
                                                                                                                              • Domestic Holiday Taking

                                                                                                                                • Four-point rise in domestic holiday taking
                                                                                                                                  • Figure 27: UK holiday taking, July 2016 - July 2018
                                                                                                                                • Net increase of +12% in holiday taking expected by consumers
                                                                                                                                  • Figure 28: UK holiday intentions, July 2018
                                                                                                                                • Short break taking continues to rise
                                                                                                                                    • Figure 29: UK holiday length, July 2016 - July 2018
                                                                                                                                  • City breaks up three percentage points
                                                                                                                                    • Figure 30: UK holiday type, August 2017 versus July 2018
                                                                                                                                    • Figure 31: UK holiday type by holiday length, July 2018
                                                                                                                                  • Multi-generational seaside breaks
                                                                                                                                    • The ageing of the countryside
                                                                                                                                    • Domestic Holiday Attitudes – Countryside, History and City

                                                                                                                                      • Natural beauty seen as great asset
                                                                                                                                        • Figure 32: Attitudes to tourism and British countryside, July 2018
                                                                                                                                        • Figure 33: Attitudes to tourism and British countryside, by age group, July 2018
                                                                                                                                      • Rise in visits to historical attractions
                                                                                                                                        • Figure 34: Attitudes to tourism and British history and culture, July 2018
                                                                                                                                      • British cities can excite the Airbnb generation
                                                                                                                                        • Figure 35: Attitudes to tourism and British cities, July 2018
                                                                                                                                        • Figure 36: Domestic Tourism – CHAID – Tree output, July 2018
                                                                                                                                    • Domestic Holiday Attitudes – Technology

                                                                                                                                      • Ambivalence towards technology
                                                                                                                                        • Figure 37: Attitudes to technology, July 2018
                                                                                                                                      • Younger generations show high levels of tech concern
                                                                                                                                        • Figure 38: Further attitudes to technology, July 2018
                                                                                                                                      • Millennials are also embracing apps for city breaks
                                                                                                                                        • Figure 39: Further attitudes to technology (continued), July 2018
                                                                                                                                      • Influence of social media
                                                                                                                                        • Figure 40: Further attitudes to technology (continued), July 2018
                                                                                                                                      • Domestic tourism needs a foot in both camps
                                                                                                                                      • Domestic Holiday Further Attitudes

                                                                                                                                        • Back to the beach
                                                                                                                                            • Figure 41: Other domestic holiday attitudes, July 2018
                                                                                                                                          • Nearcationers
                                                                                                                                            • Bike boom
                                                                                                                                              • Negative perceptions deterring long-distance rail travel
                                                                                                                                                • Budget babes
                                                                                                                                                  • Figure 42: Other domestic holiday attitudes (continued), July 2018
                                                                                                                                                • Travel shops can provide domestic deals
                                                                                                                                                  • Making expertise mobile
                                                                                                                                                    • Figure 43: Other domestic holiday attitudes (continued), July 2018
                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                    • Definitions
                                                                                                                                                      • Abbreviations
                                                                                                                                                        • Consumer research methodology
                                                                                                                                                          • CHAID methodology
                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                              • Figure 44: Domestic holidays taken by UK residents, volume forecast, 2018-23
                                                                                                                                                              • Figure 45: Domestic holidays taken by UK residents, value forecast, 2018-23
                                                                                                                                                            • Forecast methodology

                                                                                                                                                            Domestic Tourism - UK - October 2018

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