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Holiday Activities and Experiences Abroad - UK - February 2019

“There are big opportunities for brands to deliver online mobile content and booking platforms, connecting travellers to experiences at destinations, both in terms of the ‘mass market’ and more selectively curated types of activity targeted at specific groups of travellers.”
– John Worthington, Senior Analyst

This Report looks at the following areas:

  • Challenges and opportunities of overcrowding
  • Hotels becoming local experience providers
  • Exclusive experiences in the luxury market
  • Wellness trend
  • Holiday gift opportunity in rising celebration break sector

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Table of contents

  1. Overview

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

          • The market
            • Demand for holidays remains high despite Brexit uncertainty
              • Companies and brands
                • Key intermediaries emerging in extremely fragmented market
                    • Figure 1: Leading providers of holiday activities and experiences, by estimated number of activities offered, January 2019
                  • The consumer
                    • 82% of holidaymakers book destination activities
                      • Figure 2: Holiday activities and experiences, recent participation versus future interest, November 2018
                    • Last-minute booking is dominant
                      • Figure 3: When overseas holiday activities and experiences are booked, November 2018
                    • Digital activity channels lag overall travel market
                      • Figure 4: How overseas holiday activities and experiences are booked, November 2018
                    • OTA share has huge growth potential
                      • Figure 5: Booking sources for overseas holiday activities and experiences, November 2018
                    • Novelty seekers
                      • Figure 6: Holiday activity and experience behaviours, November 2018
                    • Mobile technology will be key to in-destination market
                      • Figure 7: Holiday activity and experience opportunities, November 2018
                    • Bucket listers and localists
                      • Figure 8: Holiday activity and experience interests, November 2018
                    • What we think
                    • Issues and Insights

                      • Challenges and opportunities of overcrowding
                        • The facts
                          • The implications
                            • Hotels becoming local experience providers
                              • The facts
                                • The implications
                                  • Exclusive experiences in the luxury market
                                    • The facts
                                      • The implications
                                        • Wellness trend
                                          • The facts
                                            • The implications
                                              • Holiday gift opportunity in rising celebration break sector
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Rise in wage growth helps cushion economic uncertainty
                                                      • Overseas holiday demand remains strong
                                                        • Cost control a rising factor in 2019
                                                          • Return of Turkey
                                                            • Mexican wave continues
                                                              • Growing impact of over-tourism
                                                              • Market Background

                                                                • Wages rising but Brexit uncertainty mounting
                                                                    • Figure 9: UK average weekly earnings (excluding bonuses)* vs CPI inflation, percentage change year on year, January 2017-December 2018
                                                                  • Currency volatility could be an issue in 2019
                                                                    • Figure 10: Spot exchange rate, Pound Sterling versus euro, June 2016-January 2019
                                                                  • Consumer appetite for holidays holding up well
                                                                    • Figure 11: Trends in the number and value of overseas holidays taken by UK residents, 2013-18
                                                                  • Resurgent Turkey and fast-growing Mexico
                                                                    • Figure 12: Top 15 overseas holiday destinations, by number of trips, January-September 2018 versus 2017
                                                                  • Most popular global attractions
                                                                    • Figure 13: Top 15 global visitor attractions, by number of Uber trips, 2018
                                                                    • Figure 14: Top 10 global visitor attractions, by number of TripAdvisor Experiences bookings, 2018
                                                                  • Over-tourism having a growing impact on tours and attractions
                                                                  • Companies and Brands – What You Need to Know

                                                                    • Market fragmentation
                                                                      • TripAdvisor Experiences have doubled in supply since 2016
                                                                        • GetYourGuide focus is on traditional tours and attractions segment
                                                                          • Expedia and Ryanair move into live events
                                                                            • Airbnb’s long tail of hyper-local experiences
                                                                              • TUI expands presence in sector
                                                                                • Cruise activities
                                                                                  • Wellness a growing theme
                                                                                  • Activity and Experience Providers

                                                                                    • Estimated 350,000 activity providers worldwide
                                                                                      • Online marketplace growing fast but still relatively undeveloped
                                                                                        • Figure 15: Leading providers of holiday activities and experiences, by estimated number of activities offered, January 2019
                                                                                      • Viator/TripAdvisor
                                                                                          • Figure 16: Top 10 fastest-growing cultural experiences on trip advisor, January-July 2018
                                                                                        • Expedia
                                                                                          • GetYourGuide
                                                                                            • Airbnb Experiences
                                                                                              • Musement/TUI
                                                                                                • Booking.com
                                                                                                  • Klook
                                                                                                    • PlacePass/Marriott International
                                                                                                      • Attraction World
                                                                                                        • Other peer-to-peer experience providers
                                                                                                        • Launch Activity and Innovation

                                                                                                          • Airbnb epitomises the shift from tours to ‘experiences’
                                                                                                            • Fast-growing Culture Trip could also enter experiences market
                                                                                                              • TUI Collection offers a more authentic, sustainable take on the package holiday excursion
                                                                                                                • Sandals enables customers to personalise bookings by adding new excursions
                                                                                                                  • Cruise operators upping their game on board and on shore
                                                                                                                    • Wellness activities are a growing trend
                                                                                                                      • Travel trade forming partnerships with family attractions
                                                                                                                        • Ryanair developing a presence in live events space
                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                          • Sightseeing tours and attractions are most popular products
                                                                                                                            • Cultural events, guided special-interest tours and adventure activities have big growth potential
                                                                                                                              • 64% of activities are booked while on holiday
                                                                                                                                • Online/app accounts for 43% of bookings but lags well behind overall travel market
                                                                                                                                  • Millennial novelty seekers influenced by social media
                                                                                                                                    • Mobile apps are set to play a key role
                                                                                                                                    • Participation in Holiday Activities and Experiences

                                                                                                                                      • Leading holiday activities are sightseeing tours, attractions and excursions
                                                                                                                                        • Figure 17: Activities and experiences booked by overseas holidaymakers, November 2018
                                                                                                                                        • Figure 18: Activities and experiences booked by overseas holidaymakers, short-haul versus long-haul, November 2018
                                                                                                                                      • 37% of family holidaymakers book theme park tickets
                                                                                                                                          • Figure 19: Activities and experiences booked by overseas holidaymakers, by holiday type, November 2018
                                                                                                                                          • Figure 20: Number of activities and experiences booked by overseas holidaymakers, November 2018
                                                                                                                                        • Activity and experience demographics
                                                                                                                                        • Booking Holiday Activities and Experiences

                                                                                                                                          • Last-minute booking likely to remain dominant but advance-selling opportunities are growing
                                                                                                                                              • Figure 21: When overseas holiday activities and experiences are booked, November 2018
                                                                                                                                            • Cruise passengers most likely to pre-book activities
                                                                                                                                              • Figure 22: When overseas holiday activities and experiences are booked, by main holiday types, November 2018
                                                                                                                                            • Digital delivery likely to grow
                                                                                                                                              • Figure 23: How overseas holiday activities and experiences are booked, November 2018
                                                                                                                                            • Tour operators are used by one in four activity bookers
                                                                                                                                              • Hotels getting in on the act
                                                                                                                                                • OTA share remains low despite strong push into activities
                                                                                                                                                  • Figure 24: Booking sources for overseas holiday activities and experiences, November 2018
                                                                                                                                              • Potential Future Interest in Holiday Activities and Experiences

                                                                                                                                                • Tours and attractions are likely to remain at heart of sector…
                                                                                                                                                  • Figure 25: Future interest in holiday activities and experiences, November 2018
                                                                                                                                                • …but live events, special interest and adventure experiences have large growth potential
                                                                                                                                                  • Figure 26: Holiday activities and experiences, recent participation versus future interest, November 2018
                                                                                                                                                  • Figure 27: Future interest in selected holiday activities and experiences, by gender, November 2018
                                                                                                                                              • Holiday Activities and Experiences – Behaviours and Opportunities

                                                                                                                                                • Online review is critical
                                                                                                                                                  • Social media fuelling novelty-seeking behaviour
                                                                                                                                                    • Figure 28: Holiday activity and experience behaviours, November 2018
                                                                                                                                                  • Geolocational tools can help streamline consumer access
                                                                                                                                                    • Exclusive experiences are the new luxury
                                                                                                                                                      • Crowd avoidance
                                                                                                                                                        • Gift experiences
                                                                                                                                                          • Figure 29: Holiday activity and experience opportunities, November 2018
                                                                                                                                                        • Sightseers and hyper-locals
                                                                                                                                                          • App tools offering local expertise
                                                                                                                                                            • Magical mystery tour back in fashion
                                                                                                                                                              • Figure 30: Holiday activity and experience interests, November 2018
                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                              • Definitions
                                                                                                                                                                • Abbreviations
                                                                                                                                                                  • Consumer research methodology

                                                                                                                                                                  Holiday Activities and Experiences Abroad - UK - February 2019

                                                                                                                                                                  US $2,552.20 (Excl.Tax)