2022
9
UK Holiday Activities and Experiences Abroad Market Report 2022
2022-03-30T04:06:44+01:00
OX1100891
2195
150029
[{"name":"Holidays and Travel","url":"https:\/\/store.mintel.com\/industries\/holidays-travel"}]
Report
en_GB
“COVID-19 has spurred interest in small, locally-led holiday activities and experiences. Travel companies should cater to demand for intimate experiences that allow consumers to feel as if they are discovering…

UK Holiday Activities and Experiences Abroad Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Holiday Activities and Experiences Abroad report identifies consumer attitudes towards international tourism, holiday activities, types of paid-for holidays, and consumer choice of activities in the UK. This market report covers the market size, market forecast, market segmentation and industry trends for the travel market in the UK.

Current Market Landscape

While, historically, holidaymakers have booked paid-for activities whilst at their holiday destination, many would prefer to book activities ahead of their departure. The impact of the COVID-19 pandemic has continued to drive demand for experiences, including live sports and cultural events.

  • 72% of holidaymakers say they were interested in booking a live sporting event.
  • 68% of holidaymakers would be interested in taking part in a hands-on learning activity.
  • 64% of holidaymakers would like to attend a live cultural event.

Concerned about the rising cost of living, consumers will adopt a much more cautious approach to spending, many being keen to remain in control of the total cost of their holiday. Given that half of consumers report being influenced by discounted prices when choosing activities, all-inclusive holiday deals that offer access to a range of activities are likely to appeal.

Future Market Trends in Holiday Activities and Experiences Abroad

In addition to the impact of high inflation, COVID-19 still presents a threat to the overseas travel market and activity operators who rely on international tourism. Ongoing uncertainty will provide operators in the domestic market with greater opportunities to sell experiences to those missing out on their usual adventures abroad.

Wellness and sustainability have become bigger priorities for consumers since the start of the pandemic, meaning brands that develop and promote experiences that are good for consumers’ wellbeing or for the environment are better positioned to manage price increases. Meanwhile, amid ongoing uncertainty, brands that offer flexible rebooking options and provide access to positive customer reviews will be more likely to attract bookings.

Read on to discover more details or take a look at all of our UK Holidays market research

Quickly understand

  • Interest in types of paid-for holiday activities and experiences abroad.
  • Preferred time of booking activities.
  • Factors influencing consumers’ choice of activities.
  • Attitudes towards activities and experiences abroad.

Covered in this report

Brands: Viator, TripAdvisor Experiences, Musement, TUI, Klook, GetYourGuide, Airbnb Experiences.

Expert analysis from a specialist in the field

This report, written by Narmada Sarvanantha, a leading analyst in the Leisure sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

COVID-19 has spurred interest in small, locally-led holiday activities and experiences. Travel companies should cater to demand for intimate experiences that allow consumers to feel as if they are discovering the real, authentic side of a destination. This could be done through connecting them with local people and informing them about lesser-known attractions and culinary establishments.

Narmada Sarvanantha
Travel and Leisure Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for the holiday activities and experiences market
      • Figure 1: Category outlook for holiday activities and experiences, 2022-27
    • The market
    • Booking levels have doubled year-on-year
      • Figure 2: Holiday bookings and intentions 2018-22
    • Increased confidence in overseas travel
    • Consumers are concerned by rising prices
    • Companies and brands
    • Activity operators expand their portfolios
      • Figure 3: Leading providers of holiday activities and experiences, by estimated number of activities offered, 2022
    • New TUI-powered platforms disrupt the activities and experiences space
    • Viator partners with Booking.com
    • The consumer
    • Holidays remain a priority but confidence in overseas travel yet to fully return
    • A third of Brits ready to experience Europe again
      • Figure 4: Planned holiday destinations, 2021
    • The online booking space has become highly favourable
      • Figure 5: Preferred booking channels for holidays abroad, by age, 2021
    • More consumers are on the lookout for wellness activities
    • Opportunity to sell last-minute wellness experiences
      • Figure 6: Interest in booking paid-for activities, by age, 2021
    • High demand for booking holiday activities in advance
      • Figure 7: When holidaymakers are most likely to book paid-for activities, 2021
    • COVID-19 has spurred interest in small, locally-led experiences
      • Figure 8: Purchase drivers for paid-for activities, 2021
    • Sustainability is a growing priority for holidaymakers
      • Figure 9: Attitudes towards activities and experiences abroad, 2021
    • Video content can help to convince potential purchasers
  3. Issues and Insights

    • COVID-19 has spurred interest in small, locally-led experiences
    • Potential for online to become the dominant booking channel for activities and experiences
    • Video content can help to convince potential purchasers
    • More consumers are on the lookout for wellness activities
  4. Market Drivers

    • Consumers have become less concerned about COVID
    • Booking levels have doubled year-on-year
      • Figure 10: Holiday bookings and intentions 2018-22
    • Increased confidence in overseas travel
      • Figure 11: Interest in booking paid-for activities, 2021
    • Conflict in Ukraine leads to airspace closures
    • Inflationary pressures are mounting
    • Consumers are concerned by rising prices…
      • Figure 12: Consumer concerns about household finances, 2021-22
    • …but built up savings are likely to boost 2022 holiday bookings
  5. Launch Activity and Innovation

    • New TUI-powered platforms disrupt the activities and experiences space
    • TUI powers upgraded Eurostar platform…
    • …and partners with icelolly.com
    • New experiences for the adventurous traveller
    • Year-long adventure with Airbnb
    • Rong May Glass Bridge brings the thrill factor to adventurous travellers
    • Viator partners with Booking.com
    • TripAdvisor’s audio experience
    • Sustainability initiatives
    • New eco-friendly resort in Panama
    • Exploring sustainability through ‘Seeing the Invisible’
    • Urban Vineyard gives tourists a cultural experience
    • Airbnb Experiences partners with Singapore Brand Office
    • Airbnb promotes sustainable tourism with City of Florence
    • Culture Trip launches multi-day tours
    • Icheon airport to accommodate global museum
  6. Activity and Experience Providers

    • Activity operators expand their portfolios
      • Figure 13: Leading providers of holiday activities and experiences, by estimated number of activities offered, 2022
    • Viator/TripAdvisor
    • Musement/TUI
    • Klook
    • GetYourGuide
    • Airbnb Experiences
  7. Planned Holiday Destinations

    • Holidays remain a priority but confidence in overseas travel yet to fully return
    • A third of Brits ready to experience Europe again
      • Figure 14: Planned holiday destinations, 2021
    • Keen appetite among 35-54s to holiday in the UK
      • Figure 15: Planned holiday destinations, by age, 2021
    • Immersive experiences reshape the visitor attraction space in the UK and European destinations
  8. Holiday Booking Channels

    • The online booking space has become highly favourable
      • Figure 16: Preferred booking channels for holidays abroad, by age, 2021
    • Potential for mobile bookings to spearhead holiday and experiences market
  9. Interest in Paid-for Activities

    • More consumers are on the lookout for wellness activities
    • Opportunity to sell last-minute wellness experiences
    • Traditional holiday activities appeal less to the younger generation
      • Figure 17: Interest in booking paid-for activities, by age, 2021
    • Younger consumers desperate for new, exciting adventures
  10. Time of Booking Activities

    • High demand for booking holiday activities in advance
      • Figure 18: When holidaymakers are most likely to book paid-for activities, 2021
    • Brands can motivate older consumers to book in advance
  11. Paid-for Activity Purchase Drivers

    • COVID-19 has spurred interest in small, locally-led experiences
      • Figure 19: Purchase drivers for paid-for activities, 2021
    • 7 in 10 consumers are likely to prioritise brands offering a discounted price and showing good customer reviews
    • Local experiences will win more people over
      • Figure 20: TURF Analysis – Holiday Activities and Experiences Abroad, 2021
  12. Attitudes towards Activities and Experiences Abroad

    • Sustainability is a growing priority for holidaymakers
    • Immersive experiences will allow many holidaymakers to enjoy something new
      • Figure 21: Attitudes towards activities and experiences abroad, 2021
    • Video content can help to convince potential purchasers
  13. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
    • TURF Analysis methodology
      • Figure 22: Table – TURF Analysis – Holiday Activities and Experiences Abroad, 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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