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Long-haul vs Short-haul Holidays - UK - September 2019

Covered in this report

This report examines the habits and attitudes of British holidaymakers concerning both long-haul and short-haul holidays. Long-haul refers to all holidays outside Europe, including holidays involving cruises. Short-haul refers to all holidays in Europe (excluding the UK). A holiday must constitute at least one overnight stay. The business travel market is not reviewed in this report.


“There is huge potential to offer experiences in multiple places during one trip (ie multi-centre holidays) in both Europe and beyond. However, as Brits travel increasingly frequently, demand for environmentally-friendly choices will increase as consumers seek guidelines on how to limit their carbon footprint.”

– Marloes de Vries, Travel Analyst

This report examines the following issues:

  • Catering for those interested in multi-centre holidays
  • Helping consumers to travel sustainably

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Short-haul only marginally up in 2018
              • Figure 1: Forecast volume of short-haul* holidays taken by UK residents (number of trips), 2014-24
            • Growth in long-haul in 2018 driven by strong performance of Mexico, Tunisia and Jamaica
              • Figure 2: Forecast volume of long-haul holidays taken by UK residents (number of trips), 2014-24
            • Central and Eastern Europe recorded highest growth
              • Short-haul destinations Turkey, Italy and Greece saw a significant increase in UK holidays in 2018
                • Value of pound at risk amid rising fears for no deal
                  • Companies and brands
                    • Travellers now have the opportunity to book adventurous group tours via Airbnb
                      • Thomas Cook offers local experiences to guests
                        • Visit Jackson Hole Travel & Tourism Board asks travellers to tag responsibly
                          • Im group acquires Qixxit to combine long-distance bus, train and flight options
                            • The consumer
                              • Domestic market set to show more resilience amid Brexit uncertainties
                                • Figure 3: Holiday destinations visited in the last two years, July 2018 and July 2019
                              • Future booking intentions for short-haul and long-haul similar to last year
                                • Figure 4: Overseas holiday plans for the next 12 months, July 2018 and July 2019
                              • Spain remains most desired short-haul destination
                                • English-speaking long-haul destinations more likely to be considered
                                  • Short-haul holidaymakers more price and time sensitive
                                    • Figure 5: Most important factors for a holiday, Europe vs outside Europe, July 2019
                                  • Value for money tops the list of reasons for holidaying in Europe
                                    • Figure 6: Reasons for holidaying in Europe, July 2019
                                  • Long-haul travellers are looking to discover new places
                                    • Figure 7: Reasons for holidaying outside of Europe, July 2019
                                  • Interest in multi-centre holidays is high in Europe and beyond
                                    • Young and wealthy holidaymakers are more likely to associate long-haul with excitement and luxury
                                      • Figure 8: Attitudes towards long-haul vs short-haul destinations, July 2019
                                    • Eco-friendly accommodation is on travellers’ radar
                                      • Figure 9: Attitudes towards sustainability, July 2019
                                    • What we think
                                    • Issues and Insights

                                      • Catering for those interested in multi-centre holidays
                                        • The facts
                                          • The implications
                                            • Helping consumers to travel sustainably
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Short-haul only marginally up in 2018
                                                    • Growth in long-haul in 2018 driven by strong performance of Mexico, Tunisia and Jamaica
                                                      • Central and Eastern Europe recorded highest growth
                                                        • Short-haul destinations Turkey, Italy and Greece saw a significant increase in UK holidays in 2018
                                                          • Value of pound at risk amid rising fears for no-deal
                                                          • Market Size and Forecast – Short-haul

                                                            • Short-haul only marginally up in 2018
                                                              • Figure 10: Forecast volume and value* of short-haul holidays** taken by UK residents, 2014-24
                                                            • Short-haul market will benefit from rising demand for shorter breaks
                                                              • Figure 11: Forecast volume of short-haul* holidays taken by UK residents (number of trips), 2014-24
                                                              • Figure 12: Forecast value* of short-haul** holidays taken by UK residents, 2014-24
                                                            • Forecast methodology
                                                            • Market Size and Forecast – Long-haul

                                                              • Growth in long-haul in 2018 driven by strong performance of Mexico, Tunisia and Jamaica
                                                                • Figure 13: Forecast volume and value* of long-haul holidays taken by UK residents, 2014-24
                                                              • Mintel expects lower demand for destinations with a long flight time due to popularity of shorter breaks
                                                                • Figure 14: Forecast volume of long-haul holidays taken by UK residents (number of trips), 2014-24
                                                                • Figure 15: Forecast value* of long-haul holidays taken by UK residents, 2014-24
                                                              • Forecast methodology
                                                              • Market Segmentation

                                                                • Central and Eastern Europe recorded highest growth
                                                                  • Figure 16: Volume of UK overseas holidays by global region, 2015-18
                                                                • Short-haul destinations Turkey, Italy and Greece saw a significant increase in UK holidays in 2018
                                                                  • Figure 17: Top 10 short-haul destinations, by volume of UK holidays, 2015-18
                                                                • High growth in UK holidays to long-haul destination Mexico in 2018
                                                                  • Figure 18: Top 10 long-haul destinations, by volume of UK holidays, 2015-18
                                                              • Market Drivers

                                                                • Value of pound at risk amid rising fears for no deal
                                                                  • Figure 19: Sterling exchange rate versus selected currencies, annual averages, 2013-17, and spot rate 9 August 2019
                                                                • Rise in shorter breaks poses a threat to destinations with a long flight time
                                                                  • Figure 20: Volume of UK overseas holidays by global region, by duration, 2018
                                                                • Sustainable travel increasingly important amid growing holiday market
                                                                • Companies and Brands – What You Need to Know

                                                                  • Travellers now have the opportunity to book adventurous group tours via Airbnb
                                                                    • Thomas Cook offers local experiences to guests
                                                                      • Sri Lanka offers free visa to boost tourism following terror attacks in April 2019
                                                                        • Visit Jackson Hole Travel & Tourism Board asks travellers to tag responsibly
                                                                          • Im group acquires Qixxit to combine long-distance bus, train and flight options
                                                                          • Launch Activity and Innovation

                                                                            • Involving locals to enhance the holiday experience
                                                                              • Travellers now have the opportunity to book adventurous group tours via Airbnb
                                                                                • Thomas Cook offers local experiences to guests
                                                                                  • Campaigns and offers to boost tourism
                                                                                    • Tourism New Zealand launches 100% Pure New Zealand campaign
                                                                                      • Sri Lanka offers free visa to boost tourism following terror attacks in April 2019
                                                                                        • New campaigns to educate travellers to take/post pictures responsibly
                                                                                          • Visit Jackson Hole Travel & Tourism Board asks travellers to tag responsibly
                                                                                            • The Dutch tourist board has called on visitors to take tulip-friendly selfies
                                                                                              • Partnerships and acquisitions to inspire and simplify the holiday planning process
                                                                                                • Airbnb and 23andMe inspire travellers to connect with their heritage
                                                                                                  • Im group acquires Qixxit to combine long-distance bus, train and flight options
                                                                                                  • The Consumer – What You Need to Know

                                                                                                    • Future booking intentions for short-haul and long-haul similar to last year
                                                                                                      • Spain remains most desired short-haul destination
                                                                                                        • Short-haul holidaymakers more price and time sensitive
                                                                                                          • Value for money tops the list of reasons for holidaying in Europe
                                                                                                            • Long-haul travellers are looking to discover new places
                                                                                                              • Interest in multi-centre holidays is high in Europe and beyond
                                                                                                                • Eco-friendly accommodation is on travellers’ radar
                                                                                                                • Holidays Taken

                                                                                                                  • Domestic market set to show more resilience amid Brexit uncertainties
                                                                                                                    • Figure 21: Holiday destinations visited in the last two years, July 2018 and July 2019
                                                                                                                • Customer Profile

                                                                                                                  • Opportunity for long-haul brands to capitalise on 45-54s
                                                                                                                    • Figure 22: Profile of short-haul vs long-haul travellers, by age groups, July 2019
                                                                                                                    • Figure 23: Profile of short-haul vs long-haul travellers, by household income, July 2019
                                                                                                                • Holidaying Intentions

                                                                                                                  • Future booking intentions for short-haul and long-haul similar to last year
                                                                                                                    • Figure 24: Overseas holiday plans for the next 12 months, July 2018 and July 2019
                                                                                                                • Considered Destinations

                                                                                                                  • Spain remains most desired short-haul destination
                                                                                                                    • Figure 25: Intentions to visit short-haul destinations in the next two years, July 2019
                                                                                                                  • English-speaking long-haul destinations more likely to be considered
                                                                                                                    • Figure 26: Intentions to visit long-haul destinations in the next two years, July 2019
                                                                                                                • Most Important Factors

                                                                                                                  • Short-haul holidaymakers more price and time sensitive
                                                                                                                    • Figure 27: Most important factors for a holiday, Europe vs outside Europe, July 2019
                                                                                                                  • Price of accommodation most important when travelling short-haul
                                                                                                                    • Figure 28: Three most important factors for a holiday in Europe, July 2019
                                                                                                                  • Quality accommodation most important when travelling long-haul
                                                                                                                    • Figure 29: Three most important factors for a holiday outside Europe, July 2019
                                                                                                                • Reasons for Holidaying

                                                                                                                  • Value for money tops the list of reasons for holidaying in Europe
                                                                                                                    • Figure 30: Reasons for holidaying in Europe, July 2019
                                                                                                                  • Long-haul travellers are looking to discover new places
                                                                                                                    • Figure 31: Reasons for holidaying outside of Europe, July 2019
                                                                                                                • Attitudes towards Long/Short-haul Holidays

                                                                                                                  • Interest in multi-centre holidays is high in Europe and beyond
                                                                                                                    • Figure 32: Attitudes towards multi-centre holidays, July 2019
                                                                                                                  • Multi-centre holidays are highly appealing to wealthy young holidaymakers
                                                                                                                    • Figure 33: Attitudes towards multi-centre holidays – CHAID analysis, July 2019
                                                                                                                  • Young and wealthy holidaymakers are more likely to associate long-haul with excitement and luxury
                                                                                                                    • Figure 34: Attitudes towards long-haul vs short-haul destinations, July 2019
                                                                                                                • Attitudes towards Sustainability

                                                                                                                  • Eco-friendly accommodation is on travellers’ radar
                                                                                                                    • Figure 35: Attitudes towards sustainability, July 2019
                                                                                                                  • Younger generation and families more likely to look for eco-friendly accommodation
                                                                                                                    • Figure 36: Attitudes towards eco-friendly accommodation, by demographics, July 2019
                                                                                                                  • Innovations and transparency are needed to enable travellers to make more sustainable transport choices
                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                      • Abbreviations
                                                                                                                        • Definitions
                                                                                                                          • Consumer research methodology
                                                                                                                            • CHAID analysis methodology
                                                                                                                              • Figure 37: Long-haul vs short-haul holidays – CHAID – Table output, July 2019
                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                            • Volume forecast for short-haul holidays taken by UK residents
                                                                                                                              • Figure 38: Forecast volume of short-haul* holidays taken by UK residents, 2019-24
                                                                                                                            • Value forecast for short-haul holidays taken by UK residents
                                                                                                                              • Figure 39: Forecast value* of short-haul** holidays taken by UK residents, 2019-24
                                                                                                                            • Volume forecast for long-haul holidays taken by UK residents
                                                                                                                              • Figure 40: Forecast volume of long-haul holidays taken by UK residents, 2019-24
                                                                                                                            • Value forecast for long-haul holidays taken by UK residents
                                                                                                                              • Figure 41: Forecast value* of long-haul holidays taken by UK residents, 2019-24
                                                                                                                            • Forecast methodology

                                                                                                                            Long-haul vs Short-haul Holidays - UK - September 2019

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