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Description

Description

“More people are choosing to take multiple short breaks rather than one long holiday. As a result the outlook for the short-haul market is more positive than the long-haul sector, which is set to decline for the first time since 2012.”

– Paul Davies, Category Director – Leisure, Travel, Foodservice and B2B Research

This report examines the following issues:

  • Encouraging more people to look beyond Europe
  • Staycations pose a bigger threat to the short-haul market

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Scope of this Report
      • Executive Summary

          • The market
            • European holidays still in high demand
              • Figure 1: Forecast volume of short-haul holidays taken by UK residents (number of trips), 2013-23
              • Figure 2: Forecast value of short-haul holidays taken by UK residents*, 2013-23
            • Long-haul market set to stutter
              • Figure 3: Forecast volume of long-haul holidays taken by UK residents (number of trips), 2013-23
              • Figure 4: Forecast value of long-haul holidays taken by UK residents*, 2013-23
            • Spain reigns supreme in short-haul market
              • US suffers decline in wake of currency crash
                • Companies and brands
                  • Increasing number of low-budget options
                    • Airports and airlines innovate to offer more seamless travelling
                      • The consumer
                        • Staycations are more popular than holidays to Europe
                          • Figure 5: Holiday destinations visited in the last two years, July 2018
                        • Operators can encourage consumers to slow it all down
                          • Figure 6: Reasons for choosing most recent holiday destination, July 2018
                        • Word of mouth is the best form of advertising
                          • Figure 7: Holiday influencers, July 2018
                        • Nearly half of short-haul holidaymakers want to soak up the sun
                          • Figure 8: Short-haul vs long-haul holiday preferences, July 2018
                        • A fifth of long-haul travellers flew with a budget airline
                          • Figure 9: Type of flight/transport taken on long-haul holidays, July 2018
                        • One in four people are likely to visit the US in the next five years
                          • Figure 10: Intentions to visit long-haul destinations in the next five years, July 2018
                        • What we think
                        • Issues and Insights

                          • Encouraging more people to look beyond Europe
                            • The facts
                              • The implications
                                • Staycations pose a bigger threat to the short-haul market
                                  • The facts
                                    • The implications
                                    • The Market – What You Need to Know

                                      • European holidays still in high demand
                                        • Long-haul market set to stutter
                                          • Short break market reaches record high
                                            • Spain reigns supreme in short-haul market
                                              • US suffers decline in wake of currency crash
                                                • Playing the exchange rates
                                                  • Heatwave may cool interest in summer holidays abroad
                                                  • Market Size and Forecast – Short-haul

                                                    • European holidays still in high demand
                                                      • Figure 11: Forecast volume and value* of short-haul holidays taken by UK residents, 2013-23
                                                    • Rise in staycations could curb short-haul growth
                                                      • Figure 12: Forecast volume of short-haul holidays taken by UK residents (number of trips), 2013-23
                                                      • Figure 13: Forecast value of short-haul holidays taken by UK residents*, 2013-23
                                                    • Forecast methodology
                                                    • Market Size and Forecast – Long-haul

                                                      • Long-haul market set to stutter
                                                        • Figure 14: Forecast volume and value* of long-haul holidays taken by UK residents, 2013-23
                                                      • Cautious outlook for long-haul market
                                                        • Figure 15: Forecast volume of long-haul holidays taken by UK residents (number of trips), 2013-23
                                                        • Figure 16: Forecast value of long-haul holidays taken by UK residents*, 2013-23
                                                      • Forecast methodology
                                                      • Market Segmentation

                                                        • Vast majority of short-haul trips taken by air
                                                          • Figure 17: Short-haul holiday trips taken, by transport type, 2012-17
                                                        • Fly-and-cruise packages can suit those who want flexibility
                                                          • Figure 18: Long-haul holiday trips taken, by transport type, 2012-17
                                                        • Spain reigns supreme in short-haul market
                                                          • Figure 19: Top 10 short-haul destinations, by volume of trips, 2016 and 2017
                                                        • US suffers decline in wake of currency crash
                                                          • Figure 20: Top 10 long-haul destinations, by volume of trips, 2016 and 2017
                                                      • Market Drivers

                                                        • Playing the exchange rates
                                                          • Figure 21: Spot exchange rate, Pound Sterling vs euro and US Dollar, June 2016-June 2018
                                                        • Heatwave may cool interest in summer holidays abroad
                                                          • Figure 22: Holiday booking trends, January 2015-August 2018
                                                        • Short break market reaches record high
                                                          • Figure 23: Future plans for holidays, 2015-17
                                                        • Independently booked holidays receive added protection
                                                        • Companies and Brands – What You Need to Know

                                                          • Increasing number of low-budget options
                                                            • Airports and airlines innovate to offer more seamless travelling
                                                              • Through the voice and eyes of locals
                                                              • Launch Activity and Innovation

                                                                • Increasing number of low-budget options
                                                                  • Low-cost long-haul flights
                                                                    • Low-cost train travel
                                                                      • Airports and airlines innovate to offer more seamless travelling
                                                                        • Dubai Airport’s smart tunnel
                                                                          • Emirates Airlines’ Home Check-in
                                                                            • Figure 24: Emirates Airlines’ Home Check-in service
                                                                          • Entertainment at airports in Dubai, Barbados and Singapore
                                                                            • Easing the search and booking process
                                                                              • Instagram’s action button
                                                                                • KLM’s voice search service
                                                                                  • Through the voice and eyes of locals
                                                                                    • Brand USA’s Ask A Local Initiative
                                                                                      • Atout France’s Instagram campaign
                                                                                        • Figure 25: Atout France’s Instagram campaign
                                                                                      • Screen tourism as a driver for international tourism
                                                                                        • Tourism Australia’s Dundee campaign
                                                                                          • Tourism Ireland’s Star Wars campaign
                                                                                          • The Consumer – What You Need to Know

                                                                                            • Staycations are more popular than holidays to Europe
                                                                                              • Climate and culture are consumers’ top priorities
                                                                                                • Word of mouth is the best form of advertising
                                                                                                  • Nearly a third of travellers have been on guided tours
                                                                                                    • A fifth of long-haul travellers flew with a budget airline
                                                                                                      • One in four people have an overseas holiday booked
                                                                                                        • One in four people are likely to visit the US in the next five years
                                                                                                        • Destinations Visited

                                                                                                          • Staycations are more popular than holidays to Europe
                                                                                                            • Figure 26: Holiday destinations visited in the last two years, July 2018
                                                                                                          • Weaker Pound makes Europe less viable
                                                                                                            • Figure 27: Holiday destinations visited in the last two years, by financial situation, July 2018
                                                                                                          • One in four have gone long-haul
                                                                                                            • Figure 28: Frequency of long-haul holidays, July 2018
                                                                                                        • Reasons for Choosing Destination

                                                                                                          • Operators can encourage consumers to slow it all down
                                                                                                              • Figure 29: Reasons for choosing most recent holiday destination, July 2018
                                                                                                            • The rise of DNA tourism
                                                                                                              • Social media can trigger food envy
                                                                                                              • Holiday Influencers

                                                                                                                • Word of mouth is the best form of advertising
                                                                                                                  • Figure 30: Holiday influencers, July 2018
                                                                                                                • Millennials are more likely to seek opinion and inspiration
                                                                                                                • Preferred Holiday Types

                                                                                                                  • Nearly half of short-haul holidaymakers want to soak up the sun…
                                                                                                                    • ...but activities and experiences are also in demand
                                                                                                                      • Figure 31: Short-haul vs long-haul holiday preferences, July 2018
                                                                                                                    • Fly, flop and shop
                                                                                                                    • Guided Tours

                                                                                                                      • Nearly a third of travellers have been on guided tours
                                                                                                                        • Tours shouldn’t be limited to traditional landmarks
                                                                                                                          • Figure 32: Participation in guided tours, July 2018
                                                                                                                      • Long-haul Flights

                                                                                                                        • A fifth of long-haul travellers flew with a budget airline
                                                                                                                          • Figure 33: Type of flight/transport taken on long-haul holidays, July 2018
                                                                                                                        • Full-service airlines respond
                                                                                                                        • Plans for the Next Year

                                                                                                                          • One in four people have an overseas holiday booked
                                                                                                                            • Figure 34: Holiday plans for the next 12 months, July 2018
                                                                                                                          • Financial disparity clearly impacting bookings
                                                                                                                            • Figure 35: Holiday plans for the next 12 months, by financial situation, July 2018
                                                                                                                        • Intentions to Visit Long-haul Destinations

                                                                                                                          • One in four people are likely to visit the US in the next five years
                                                                                                                            • Figure 36: Intentions to visit long-haul destinations in the next five years, July 2018
                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                • Volume forecast for short-haul holidays
                                                                                                                                  • Figure 37: Forecast volume of short-haul holidays taken by UK residents, 2018-23
                                                                                                                                • Value forecast for short-haul holidays
                                                                                                                                  • Figure 38: Forecast value* of short-haul holidays taken by UK residents, 2018-23
                                                                                                                                • Volume forecast for long-haul holidays
                                                                                                                                  • Figure 39: Forecast volume of long-haul holidays taken by UK residents, 2018-23
                                                                                                                                • Value forecast for long-haul holidays
                                                                                                                                  • Figure 40: Forecast value* of long-haul holidays taken by UK residents, 2018-23
                                                                                                                                • Forecast methodology

                                                                                                                                About the report

                                                                                                                                This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                • The Consumer

                                                                                                                                  What They Want. Why They Want It.

                                                                                                                                • The Competitors

                                                                                                                                  Who’s Winning. How To Stay Ahead.

                                                                                                                                • The Market

                                                                                                                                  Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                • The Innovations

                                                                                                                                  New Ideas. New Products. New Potential.

                                                                                                                                • The Opportunities

                                                                                                                                  Where The White Space Is. How To Make It Yours.

                                                                                                                                • The Trends

                                                                                                                                  What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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