2022
9
UK Physical Activity Holiday Market Report 2022
2022-12-20T03:14:46+00:00
OX1101381
2195
158781
[{"name":"Holidays and Travel","url":"https:\/\/store.mintel.com\/industries\/holidays-travel"}]
Report
en_GB
“The cost-of-living crisis will slow the pace of the post-COVID-19 recovery. However, the pandemic has boosted the desire among travellers to escape the crowds and explore the great outdoors, and…

UK Physical Activity Holiday Market Report 2022

£ 2,195 (Excl.Tax)

Description

To understand the broader industry trends within the UK Physical Activity Holidays market, purchase our complete market research report that features over 60 pages of statistics, market intelligence, and expert analysis. You’ll gain valuable insight into the activity holidays market size, future trends, and the adventure travel market outlook. With this report, you’ll have the knowledge to respond to changing consumer demands and face the challenges ahead.

UK Physical Activity Holidays – Current Market Overview

The pandemic has boosted the desire among travellers to escape the crowds and explore the great outdoors, and has led to an increased focus on physical and mental wellbeing. This has been favourable for the activity holidays market, with domestic holiday volumes estimated to have returned to almost pre-pandemic levels. However, the overseas activity holiday market has been heavily impacted.

Walking is the most popular form of activity holiday, boosted by a rise in everyday leisure walking participation. Wellness is emerging as a powerful driver, with improving mental health seen as important as physical fitness by consumers.

UK Activity Holidays Market Trends

The cost-of-living crisis will have an impact on the market in 2023-24 as consumers curtail their spending. However, the activity holidays market should be protected to some extent. Many of those who take physical activity holidays are likely to be enthusiasts. This level of commitment, together with a degree of relative affluence among customers, should support the activity and adventure holiday market outlook somewhat.

Nevertheless, economic outlook threatens to suppress demand, particularly among younger demographics. The next 12-24 months are also likely to see consumers cutting back on short breaks in order to prioritise longer holidays. This could affect the physical activity holidays market, which contains a high proportion of shorter breaks.

  • UK activity holidays market share: Walking is the leading active holiday type, with 32% having been on a walking/trekking holiday in the past seven years. This popularity looks likely to continue, with 34% having a future interest in going on one in the next three years.
  • Activity holiday consumer attitudes: 34% of consumers go on activity holidays to improve mental wellbeing.
  • Activity holiday market opportunities: 46% of consumers would be interested in an ‘activity-plus’ holiday, a trip that mixes exercise days with days of rest or sightseeing. This highlights an opportunity for expansion in the physical activity holiday market.

Activity and Adventure Holiday Future Trends

The market’s biggest growth prospects lie in broadening the demographic base. Activity and adventure holiday providers should look to appeal more to women and older travellers.

Mintel’s market analysis indicates that the best strategy for attracting more women is via an ‘activity-plus’ approach. Mixing sport and exercise with more leisurely pursuits. Our research found that 53% of women who were interested in physical activity holidays were keen on mixing activity days with rest or sightseeing days.

In an ageing population where people are looking for ways to stay fit and active for longer, rejuvenation will be a key travel driver. Mintel’s consumer research found that avoiding crowded destinations and improving physical fitness were important factors in choosing an activity holiday destination. Active outdoor holidays in less-crowded locations are well-placed to benefit from these trends. 

To discover more about the UK Physical Activity Holidays Market Report, read our UK Touring and Adventure Holidays Market Report 2022, or take a look at our other Holidays and Travel Industry Market Research.

Quickly Understand

  • Previous experience and future interest in physical activity/sporting holiday types.
  • Leading specialist brands operating in this sector, and recent new product launches/trends.
  • The impact of the cost-of-living crisis and the legacy of COVID-19 on the market.
  • Consumer motivations, behaviours and preferences for physical activity holidays (including duration, booking, levels of activity and market opportunities).
  • Key participation demographics and ways of expanding the reach of physical activity holidays and growing the market.

Popular Holiday Brands Covered in this Report

Hotelplan Limited, Nielson Active Holidays, Golfbreaks, Exodus, Explore Worldwide, Mark Warner, Macs Adventure, Inntravel, Ramblers Holidays, G Adventures.

Expert Analysis from a Specialist in the UK Holiday Sector

This report, written by John Worthington, a senior analyst in the travel industry, delivers in-depth commentary and analysis to highlight current trends in the UK holidays and travel market and add expert context to the numbers.

The cost-of-living crisis will slow the pace of the post-COVID-19 recovery. However, the pandemic has boosted the desire among travellers to escape the crowds and explore the great outdoors, and has led to an increased focus on physical and mental wellbeing. This legacy is favourable for physically active holidays.

john-worthington-analystJohn Worthington
Senior Analyst

Table of Contents

  1. Overview

      • Key issues covered in this Report
      • Executive Summary

          • The market
            • A year of post-COVID-19 revival despite the gathering economic gloom
              • Figure 1: Domestic and overseas holiday volume, 2016-22
            • Domestic activity holidays have been resilient over the past two years…
              • … but trips abroad have been heavily impacted
                • Passion for activity and relative affluence should help to partly cushion the market
                  • Companies and brands
                    • Leading companies include Hotelplan, Nielson Active, Exodus & Crystal Ski
                      • Figure 2: Leading UK companies offering physical activity holidays, by turnover, 2022
                    • The consumer
                      • Walking is the leading active holiday type
                        • Yoga breaks are more popular than golfing holidays
                          • Figure 3: Previous experience and future interest in physical activity/sporting holidays, 2022
                        • Gentle Exercisers, Moderate Mobiles and Active Challengers
                          • Figure 4: Preferred activity level on physical activity/sporting holidays, 2022
                        • Good opportunities for specialist holiday brands
                          • Figure 5: Preferred booking arrangements for physical activity/sporting holidays, 2022
                        • Natural wellbeing is the most powerful message
                          • Figure 6: Motivations for taking physical activity/sporting holidays, 2022
                        • Activity-plus approach
                          • Iconic journeys are growing more popular
                            • Figure 7: Opportunities for physical activity/sporting holidays 2022
                        • Issues and Insights

                          • Broadening the base of physical activity holidays: women
                            • Broadening the base of physical activity holidays: older travellers
                            • Market Drivers

                              • ‘Revenge spending’ has boosted holiday demand in 2022 despite the gathering economic storm clouds
                                • Domestic activity trips have benefited from the COVID-19 staycation trend
                                  • Overseas trips have been hit hard but are bouncing back
                                    • Figure 8: Domestic and overseas holiday volume, 2016-22
                                    • Figure 9: Holiday booking and intentions, 2019-22
                                  • However, the deteriorating economic outlook will slow the rate of post-COVID-19 travel revival
                                    • Figure 10: UK quarterly GDP growth, 2019-22
                                  • The largest UK fall in living standards seen for decades
                                    • Figure 11: UK CPI inflation* versus weekly earnings growth**, 2021-22
                                    • Figure 12: Change in financial situation, 2021-22
                                  • Half of consumers expect to reduce their discretionary spending
                                    • Many consumers are likely to prioritise their ‘main holiday’ and cut back on extra short breaks
                                      • Figure 13: Expected consumer behavioural changes due to rising prices, 2022
                                    • The passion of enthusiasts should protect the market to a degree
                                      • Younger activity travellers are likely to curtail spending
                                        • Cost-cutting behaviours and opportunities
                                          • COVID-19 has receded as a barrier to travel
                                            • Figure 14: High levels of concern* about the impact of COVID-19 on lifestyle, 2020-22
                                          • COVID-19 legacy one: crowd avoidance
                                            • COVID-19 legacy two: wellness
                                              • Everyday participation is the basis for physically active holidays
                                                • Walking for leisure has shown a strong rise over the past five years
                                                  • COVID-19 has grown the potential base for cycling holidays
                                                    • Sun-lounger to 5K
                                                      • Figure 15: Adult participation* (aged 16+) in selected leisure/sporting activities in England, 2016/17- 2020/21
                                                    • The male bias of sporting activity is changing
                                                      • Over half of leisure walkers are women
                                                        • Female fitness class attendance suggests potential growth area for holidays
                                                          • Holidays can offer dedicated and secure spaces for women to explore chosen activities
                                                            • Figure 16: Adult participation* (aged 16+) in selected leisure/sporting activities in England, by gender, 2016/17- 2020/21
                                                          • Physically active older travellers are likely to be a key growth market
                                                              • Figure 17: UK long-term population estimates and projections, by age, 2020-40
                                                          • Companies and Brands

                                                            • Independently organised holidays
                                                              • Tour operators/specialist brands
                                                                • Adventure travel
                                                                  • Walking and cycling
                                                                    • Snowsports
                                                                      • Water sports
                                                                        • Golf holidays
                                                                          • Yoga/pilates breaks
                                                                            • Other activities
                                                                              • Leading specialist company revenues
                                                                                • Figure 18: Leading UK companies offering physical activity holidays, by turnover, 2019-22
                                                                            • Launch Activity and Innovation

                                                                              • Escape from the house
                                                                                • Cycling holidays are going electric
                                                                                  • Ancient pathways
                                                                                    • Slow and ethical
                                                                                      • India by horse
                                                                                        • Active staycations
                                                                                          • New snowsports agency launched
                                                                                            • Experiences for active silvers
                                                                                            • Experience of Physical Activity Holidays

                                                                                              • Walking and cycling are the leading activity holidays
                                                                                                • Figure 19: Experience of physical activity/sporting holidays in the last seven years, 2022
                                                                                              • Male and under-35 bias in the market
                                                                                                • Figure 20: Gender and age profile of physical activity/sporting holidaymakers, 2022
                                                                                              • Challenging stereotypes
                                                                                                • Figure 21: Gender profile of physical activity/sporting holidaymakers, by holiday type, 2022
                                                                                              • Walking holidays have the broadest age spread
                                                                                                • eBikes can help to raise the appeal of cycling holidays among over-45s
                                                                                                  • Yoga/pilates holidays are under-represented among older travellers
                                                                                                    • Figure 22: Age profile of physical activity/sporting holidaymakers, by holiday type, 2022
                                                                                                  • Activity holidays have a high proportion of domestic trips
                                                                                                    • Figure 23: Destination of last physical activity/sporting holiday, 2022
                                                                                                    • Figure 24: Destination of last physical activity/sporting holiday, by holiday type, 2022
                                                                                                  • The majority of trips are less than a week long
                                                                                                    • Figure 25: Duration of last physical activity/sporting holiday, 2022
                                                                                                    • Figure 26: Duration of last physical activity/sporting holiday, by holiday type, 2022
                                                                                                    • Figure 27: Duration of last physical activity/sporting holiday, by destination, 2022
                                                                                                • Future Interest in Physical Activity Holidays

                                                                                                  • Snowsports, dance, equestrian and yoga holidays have strong growth potential
                                                                                                    • Figure 28: Previous experience and future interest in physical activity/sporting holidays, 2022
                                                                                                • Preferred Levels of Activity on a Physical Activity Holiday

                                                                                                  • The three activity communities
                                                                                                    • Figure 29: Preferred activity level on physical activity/sporting holidays, 2022
                                                                                                    • Figure 30: Preferred activity level on physical activity/sporting holidays, by gender and age, 2022
                                                                                                • Preferred Ways of Booking a Physical Activity Holiday

                                                                                                  • Convenience and specialist knowledge are big selling points
                                                                                                      • Figure 31: Preferred booking arrangements for physical activity/sporting holidays, 2022
                                                                                                  • Motivations for Taking a Physical Activity Holiday

                                                                                                    • Nature, wellbeing and outdoor adventure are key personal drivers
                                                                                                      • Social connection and competitive challenge are key motivations for some
                                                                                                        • Figure 32: Motivations for taking physical activity/sporting holidays, 2022
                                                                                                      • Natural world, mental wellbeing and novelty are important motivations for women
                                                                                                        • Figure 33: Motivations for taking physical activity/sporting holidays, by gender, 2022
                                                                                                      • The importance of being outdoors in nature increases with age
                                                                                                        • Physical rejuvenation is a key driver for active older travellers
                                                                                                          • Figure 34: Motivations for taking physical activity/sporting holidays, by age, 2022
                                                                                                        • Social connection is most important to those on mountaineering, dance and golf holidays
                                                                                                        • Opportunities for Physical Activity Holidays

                                                                                                          • ‘Activity-plus’ is the best approach for broadening the appeal of physical activity holidays
                                                                                                            • Multi-activity holidays
                                                                                                              • Expeditionary travel experiences are growing in popularity
                                                                                                                • Getting a taste for activity
                                                                                                                  • Figure 35: Opportunities for physical activity/sporting holidays, 2022
                                                                                                                • Guided group holidays
                                                                                                                  • Figure 36: Interest in escorted group holidays, by interest in types of physical activity holiday, 2022
                                                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                  • Abbreviations
                                                                                                                    • Consumer research methodology

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