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Holidays to France - UK - February 2018

“France needs to promote two contrasting messages to UK visitors; the first is being a slow and sensuous destination which offers a tranquil escape from the modern, over-busy, ‘always connected’ world, he second highlighting a vibrant, quirky, dynamic and contemporary country.”
– John Worthington, Senior Analyst

This Report looks at the following areas:

  • No-fly France remains a key selling-point despite rise in air travel
  • Singles potential
  • Families on tour
  • Budget families

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Table of contents

  1. Overview

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

          • Holidays to France recover from 2016 shock but long-term market share still down
            • Figure 1: Forecast of holidays to France, by volume, 2012-22
          • One in five adults have holidayed in France in past five years
            • Figure 2: Participation in holidays to France, November 2017
          • Paris most popular location, but wide distribution of UK visitors
            • Figure 3: Regions in France visited on holiday in the past 5 years, November 2017
          • Niche holiday opportunities
            • Figure 4: Types of holiday taken in France in the past 5 years, November 2017
          • Sharing economy is drawing a new generation of travellers
            • Figure 5: Types of accommodation used for holidays in France, November 2017
          • Seven-month booking window
            • Figure 6: Month of booking and taking last holiday in France, November 2017
          • Potential to promote rural retreats
            • Figure 7: Main attractions of France as a holiday destination, November 2017
          • Pace of life both a draw and a deterrent
            • Figure 8: Further attitudes towards holidays to France, November 2017
          • What we think
          • Issues and Insights

            • No-fly France remains a key selling-point despite rise in air travel
              • The facts
                • The implications
                  • Singles potential
                    • The facts
                      • The implications
                        • Families on tour
                          • The facts
                            • The implications
                              • Budget families
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • Holidays to France regain momentum
                                      • 60% of trips remain ‘no-fly’ but air travel up 24% over the past two years
                                        • Over-65s are fastest growing visitor segment
                                          • Overseas holiday market hits record levels but growth now slowing
                                            • Influx of British tourists to Spain may offer opportunity for France
                                              • Expensive reputation may be a problem
                                                • Atout France takes sensory approach
                                                • Market Size and Forecast

                                                  • Holidays to France recovered in 2017 but long-term trend still down
                                                      • Figure 9: Holidays to France market, by volume and value, 2012-22
                                                    • Le nouveau normal
                                                      • Forecast
                                                        • Figure 10: Forecast of holidays to France, by volume, 2012-22
                                                        • Figure 11: Forecast of holidays to France, by value, 2012-22
                                                    • Segment Performance

                                                      • Packages in decline
                                                        • Figure 12: Volume of holidays to France, independently booked versus package trips, 2012-17
                                                      • Air travel on the rise
                                                          • Figure 13: Volume of holidays to France, by mode of travel, 2012-17
                                                        • Short breaks offer highest spend per day
                                                          • Figure 14: Holidays to France, by volume, value, number of nights and average spend per night/day, by trip duration, 2016
                                                        • Over-55s are highest spenders
                                                          • Figure 15: Volume of holidays to France, by age, 2016
                                                          • Figure 16: Percentage volume of holidays to France, by age, 2011-16
                                                      • Market Background

                                                        • Consumer habits becoming more deal-oriented
                                                          • Overseas holidays reach record high but growth rates slowing
                                                            • Figure 17: Domestic and overseas holiday volume and expenditure, 2012-17
                                                          • Spain has seen big increase in market share
                                                              • Figure 18: Top 10 overseas holiday destinations, by number of trips, 2012-17
                                                            • Pound stays weak but has stabilised
                                                              • Figure 19: Spot exchange rate, Pound Sterling vs euro and US$, June 2016-January 2018
                                                            • France overtakes Italy as most expensive European destination
                                                                • Figure 20: Worldwide holiday resort costs*, 2014-18
                                                              • Driving costs have risen but are still lower than five years ago
                                                                • Figure 21: Motoring costs per 1,000 miles, 2013-17
                                                              • New transport developments
                                                                • Air
                                                                  • Rail
                                                                    • Ferry
                                                                      • #FeelFrance
                                                                        • Sporting chance
                                                                          • Green France
                                                                          • Launch Activity and Innovation – What You Need to Know

                                                                            • Eurostar entertainment
                                                                              • New holiday parks
                                                                                • Visitor attractions
                                                                                  • Golf opportunity
                                                                                    • Design hotels
                                                                                    • Launch Activity and Innovation

                                                                                      • Eurostar Odyssey
                                                                                        • Disney meets Center Parcs
                                                                                          • Disneyland Paris reaches 25
                                                                                            • New holiday village in Normandy
                                                                                              • New visitor attractions
                                                                                                • Golf tourism
                                                                                                  • Shopping in Lyon
                                                                                                    • New design hotels targeting Millennials
                                                                                                    • The Consumer – What You Need to Know

                                                                                                      • France number one choice for AB travellers
                                                                                                        • Special interest, cruise and escorted tours offer opportunities
                                                                                                          • Boomers under-represented in luxury hotels
                                                                                                            • Airbnb attracting new generation of travellers
                                                                                                              • Bookings peak from February to August
                                                                                                                • Food & drink and landscape are biggest draws
                                                                                                                  • Laid back, but lacking excitement
                                                                                                                  • Experience of Holidaying in France

                                                                                                                    • Consumer penetration stays flat at 21%
                                                                                                                      • Figure 22: Participation in holidays to France, November 2017
                                                                                                                    • France appeals to a younger crowd
                                                                                                                      • Figure 23: Demographic profile of those who have taken holidays to France, Spain and Italy in the past 5 years, November 2017
                                                                                                                    • France attracting more ABs and families than main rivals
                                                                                                                      • Future potential
                                                                                                                        • Figure 24: Interest in visiting France on holiday in future, November 2017
                                                                                                                    • Regions of France Visited on Holiday

                                                                                                                      • Paris, south east & south west most visited
                                                                                                                        • Solo travellers head to the city
                                                                                                                          • North West has strongest family bias
                                                                                                                            • Figure 25: Regions in France visited on holiday in the past 5 years, November 2017
                                                                                                                        • Types of Holiday Taken in France

                                                                                                                          • City break is top but France has broad tourism mix
                                                                                                                              • Figure 26: Types of holiday taken in France in the past 5 years, November 2017
                                                                                                                            • Other cities have benefited slightly from Paris’s decline
                                                                                                                              • Figure 27: Types of holiday taken in France, November 2015 versus November 2017
                                                                                                                            • Visitors heading for the country
                                                                                                                              • Families attracted by a range of holiday types
                                                                                                                                • Special interest potential
                                                                                                                                • French Holiday Accommodation

                                                                                                                                  • Under-45s prefer broadest mix of hotel types
                                                                                                                                    • Figure 28: Types of accommodation used for holidays in France, November 2017
                                                                                                                                  • Airbnb appeals to under-35s
                                                                                                                                    • Families on a budget may opt for ‘Frenchcation’
                                                                                                                                    • Holiday Booking and Departure Times

                                                                                                                                      • Main booking window is February to August
                                                                                                                                        • Figure 29: Month of booking and taking last holiday in France, November 2017
                                                                                                                                        • Figure 30: Month of taking last holiday in France, family versus non-family, November 2017
                                                                                                                                    • Main Holiday Attractions of France

                                                                                                                                      • Gastronomy & landscape are leading attractions
                                                                                                                                          • Figure 31: Main attractions of France as a holiday destination, November 2017
                                                                                                                                        • C’est chic
                                                                                                                                          • Shopping a draw for younger city breakers
                                                                                                                                          • Attitudes towards Holidays to France

                                                                                                                                            • ‘No-fly destination’ still an important selling-point despite rise in air travel
                                                                                                                                                • Figure 32: Agreement with attitudes towards holidays to France, November 2017
                                                                                                                                              • Rail potential
                                                                                                                                                • Families most sensitive to weak Pound and security concerns
                                                                                                                                                  • The Francophiles
                                                                                                                                                    • French way of life seen as an attractive quality
                                                                                                                                                      • Figure 33: Further attitudes towards holidays to France, November 2017
                                                                                                                                                    • France lacks buzz for Millennials
                                                                                                                                                      • Diversity could be more strongly promoted
                                                                                                                                                        • Contrasting slow/fast messages needed
                                                                                                                                                            • Figure 34: Target groups, based on attitudes towards holidays to France – CHAID – Table output, November 2017
                                                                                                                                                            • Figure 35: Target groups, based on attitudes towards holidays to France – CHAID – Tree output, November 2017
                                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                          • Definition
                                                                                                                                                            • Abbreviations
                                                                                                                                                              • Consumer research methodology
                                                                                                                                                                • CHAID methodology

                                                                                                                                                                Holidays to France - UK - February 2018

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