2020
9
UK Holidays to Spain Market Report 2020
2020-11-14T03:01:33+00:00
OX990138
2195
127456
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Report
en_GB
“The British love affair with Spain has suffered a period of enforced separation, but will be rekindled once COVID-19 has finally waned. A ‘Welcome Back’ marketing campaign can remind visitors…

UK Holidays to Spain Market Report 2020

£ 2,195 (Excl.Tax)

Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Holidays to Spain market including the behaviours, preferences and habits of the consumer.

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What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Almost a quarter of adults (as at September 2020) said they would consider visiting Spain before COVID-19 is fully over. This would obviously depend on a number of factors including government advice against non-essential travel, quarantine arrangement and the level of infections in the UK and regions of Spain visited. Any who do visit in the opening months of 2021 are likely to show significant behavioural changes. Visitors will be far more health and safety conscious and will also seek out less crowded areas to stay. Last-minute booking will be the norm and visitors will seek advice from travel experts.

Expert analysis from a specialist in the field

Written by John Worthington, a leading analyst in the Travel sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The British love affair with Spain has suffered a period of enforced separation, but will be rekindled once COVID-19 has finally waned. A ‘Welcome Back’ marketing campaign can remind visitors what they have missed the most. This will not be the time for a reinvention of Spain’s traditional appeal. The strongest attractions for British holidaymakers are the weather and the beaches/sea. The country’s gastronomic offering now rivals that of France. Once the crisis has eased, the laid-back vibe and freedom embodied by the ‘Spanish way of life’ can have a heightened resonance for consumers wearied by health and economic anxiety, social restrictions and curfews.
John Worthington
Senior Travel Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context (created 1 November 2020)
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on holidays to Spain
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on holidays to Spain, 1 November 2020
    • The market
    • Spain’s record rise in British holidaymakers brought to a halt by COVID
      • Figure 2: Forecast* volume of holidays to Spain, 2015-25 (prepared on 1 November 2020)
      • Figure 3: Forecast* value** of holidays to Spain, 2015-25 (prepared on 1 November 2020)
    • Companies and brands
    • Slow travel and ‘workcations’ are among expected post-COVID trends
    • The consumer
    • Spain remains the most popular destination amongst Brits
      • Figure 4: Holiday destinations visited in the last 5 years, September 2020
    • One in five adults were forced to cancel a holiday to Spain in 2020
      • Figure 5: Impact of COVID-19 on holidays to Spain in 2020 and future intentions to visit, September 2020
    • Appetite for Spain will fully recover, but most don’t expect to return before 2022
      • Figure 6: Future interest in visiting destinations on holiday, September 2020
    • Behavioural changes amongst those visiting in 2021 will include health & safety…
      • Figure 7: Attitudes towards choice of location and accommodation for holidays to Spain in 2021, September 2020
    • …package protection, expert advice & last-minute booking
      • Figure 8: Attitudes towards booking holidays to Spain in 2021, September 2020
    • …and a boost for non-flight modes of travel
      • Figure 9: Attitudes towards travel modes for holidays to Spain in 2021, September 2020
    • Holiday property rentals, city breaks, touring, activity & hobby breaks have future growth potential
      • Figure 10: Interest in taking future types of holiday in Spain, September 2020
    • Weather, beaches, food & drink are Spain’s biggest attractions
      • Figure 11: Main attractions of a holiday in Spain, September 2020
  3. Issues and Insights

    • Crisis and opportunity – beyond the beach
    • COVID-19 could drive a lasting interest in less crowded locations
    • ‘City & sea’ holidays could offer a sustainable alternative to the frequent short break habit
    • Post-COVID health focus can benefit active holidays
    • The rise in lockdown hobbies will feed into special interest travel
  4. The Market – Key Takeaways

    • Holidays to Spain will bounce back but recovery is likely to be protracted
    • Package trend expected to continue as travellers seek protection
    • Rising city break segment has suffered a setback
    • Older visitors offer the biggest long-term opportunity but will be more cautious about returning
  5. Market Size and Forecast

    • Tentative recovery expected to gather pace in 2021
      • Figure 12: Short-, medium- and long-term impact of COVID-19 on holidays to Spain, 1 November 2020
    • Holidays to Spain reached record levels prior to pandemic
      • Figure 13: Volume and value* of holidays to Spain, 2015-19
    • Spain saw trips decline more than 80% in 2020
    • Island corridors could still offer a glimmer of hope for Q1 2021…
    • …but demand is likely to remain subdued until second half of 2021
    • Market value of holidays to Spain is expected to surpass pre-COVID levels by 2025
      • Figure 14: Forecast* volume and value** of holidays to Spain, 2015-25 (prepared on 1 November 2020)
    • Forecasts
      • Figure 15: Forecast* volume of holidays to Spain, 2015-25 (prepared on 1 November 2020)
      • Figure 16: Forecast* value** of holidays to Spain, 2015-25 (prepared on 1 November 2020)
    • A long-lasting recession could see a return to the 2009/10 staycation trend
      • Figure 17: Volume and value* of holidays to Spain, 2015-19
  6. Market Segmentation

    • Pre-COVID package trend likely to continue
      • Figure 18: Package holidays versus independent holidays to Spain, by volume, 2015-19
    • Holiday duration was shortening prior to pandemic
    • Short city break trend severely disrupted by the crisis
      • Figure 19: Holidays to Spain, volume by duration, 2015-19
    • Over-45s offer the biggest long-term potential; younger visitors offer near-term potential until the pandemic is over
      • Figure 20: Volume and value of visits to Spain by UK residents, by age, 2019
  7. Market Background

    • The opening and closing of Spanish corridors
    • Islands set to introduce COVID-19 testing on arrival
    • UK airport testing could accelerate recovery
    • Holidays to Spain remained ahead of France and Italy prior to COVID-19
    • Greece may have benefited from UK quarantine policies in 2020
      • Figure 21: Top 10 overseas holiday destinations, by number of trips, 2015-19
    • Holiday prices have fallen due to COVID-19 but are expected to rise again as the market recovers
      • Figure 22: Annual average exchange rates, GBP versus euro, June 2016-October 2020
    • Spanish resorts retain a price advantage over France and Italy
      • Figure 23: European holiday costs* in leading destinations, 2015-20
    • Spanish city break costs have fallen
      • Figure 24: European city break costs*, August 2020
  8. Companies and Brands – Key Takeaways

    • Brands need to reassure safety-conscious travellers
    • Post-COVID working patterns could offer opportunities
    • No-fly holidays, Spain’s heritage cities and slow travel expected to be post-COVID trends
  9. Launch Activity and Innovation

    • Spanish hotel chain offers free COVID-19 testing
    • Canaries seek to attract post-COVID digital nomads
    • Slow boat to Spain
    • Pre-COVID launches included heritage cities promotion and themed touring holidays
    • ‘Challenge’ walking holidays are likely to benefit from post-COVID wellness and nature trends
  10. The Consumer – Key Takeaways

    • A fifth of Brits were forced to cancel a holiday to Spain in 2020
    • One in four consumers are prepared to holiday in Spain before COVID-19 is fully over
    • Recovery is expected in 2021 but behavioural changes are likely
    • Perceived risks of flying offer new opportunities for ferries and self-drive
    • Beaches will remain a big draw but the future holds diversification opportunities
  11. Impact of COVID-19 on Consumer Behaviour

    • COVID concerns rising as second wave arrives
      • Figure 25: Concerns about COVID-19, March-October 2020
    • Key 45-64s group likeliest to cut back on discretionary spend
      • Figure 26: Reduction in discretionary consumer spend, April-October 2020
    • A third or less of consumers feel comfortable about travel
      • Figure 27: Percentage of those feeling comfortable about travel activities, July-October 2020
    • Holiday booking plans fell again in August/September after signs of recovery
      • Figure 28: Holiday booking and intentions, August 2019-September 2020
  12. Experience of Holidaying in Spain

    • 20% of Brits have visited mainland Spain and 22% the islands over the past 5 years
      • Figure 29: Holiday destinations visited in the last 5 years, September 2020
      • Figure 30: Percentage of GB adults who have visited Spain on holiday in the last 5 years, 2013-20
    • France and Italy attract more higher income visitors than Spain
      • Figure 31: Percentage of GB adults who have visited Spain on holiday in the last 5 years, by household income, September 2020
      • Figure 32: Demographic profile of holiday visitors to Spain, September 2020
    • Men under 35 have been the most likely to return to Spain post-lockdown
      • Figure 33: When people last visited Spain on holiday, September 2020
  13. Impact of COVID-19 and Brexit on Holiday Taking in Spain

    • Attracting back those forced to cancel in 2020 will be a key priority
      • Figure 34: Impact of COVID-19 on holidays to Spain in 2020 and future intentions to visit, September 2020
    • 16-34s will be the first to return, over-55s the last
      • Figure 35: Those who have visited Spain on holiday in the past 5 years versus future intentions to visit, by age group, September 2020
    • One in five adults thinks they are less likely to visit Spain because of Brexit
      • Figure 36: Expected impact of Brexit on holidays to Spain, September 2020
  14. Future Interest in Visiting Spain versus Other Destinations

    • Future appetite for Spain is undiminished…
    • …but consumers are most likely to consider a staycation in 2021
      • Figure 37: Future interest in visiting destinations on holiday, September 2020
    • Advance booking for 2021 remains low as customers wait until the last minute
      • Figure 38: Those who have booked a future holiday to Spain, September 2020
  15. Visiting Spain in 2021 – Impact of COVID-19 on Holiday Behaviours

    • Health & safety measures are key to attracting visitors until the pandemic is fully over
    • Those prepared to travel will seek out low-infection areas…
    • …and quieter locations
      • Figure 39: Attitudes towards choice of location and accommodation for holidays to Spain in 2021, September 2020
    • Financial protection, expert advice and last-minute booking are set to be the norm for 2021
      • Figure 40: Attitudes towards booking holidays to Spain in 2021, September 2020
    • Most visitors will continue to fly but COVID-19 could act as a catalyst for aviation-alternatives
      • Figure 41: Attitudes towards travel modes for holidays to Spain in 2021, September 2020
  16. Future Interest in Types of Holiday to Spain

    • Beach resort holidays will remain the core product for Spain
    • Interest in less well-known Spanish cities is likely to revive after COVID-19
    • Self-catering rental property holidays will benefit from pandemic
    • Future potential for diversification includes…
    • …independent touring
    • …active travel
    • …and special interest
      • Figure 42: Interest in taking future types of holiday in Spain, September 2020
  17. Main Attractions of Spain

    • The traditional strengths of Spanish weather and beaches are most likely to entice Brits back
    • Gastro-Spain has become a major selling-point
    • Spain’s value for money appeal is likely to be attractive in the post-COVID/Brexit economy
    • Appeal of the ‘Spanish way of life’ has heightened resonance in an era of anxiety and restrictions
    • One in five visitors sees themself as a ‘real Hispanophile’
    • Pent-up demand is expected for summer music festivals
      • Figure 43: Main attractions of a holiday in Spain, September 2020
    • Food & drink is now as important for visitors to Spain as France
    • More than just a beach
      • Figure 44: Main attractions of a holiday in France, November 2019
  18. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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.

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