2021
9
UK Short Breaks Market Report 2021
2021-09-24T04:13:29+01:00
OX1050095
2195
142663
[{"name":"Holidays and Travel","url":"https:\/\/store.mintel.com\/industries\/holidays-travel"}]
Report
en_GB
“Although cities will continue to play a vital role in the short break segment, they continue to face high competition from rural and coastal areas. Lesser-known cities will be in…

UK Short Breaks Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

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

The vaccination programme does not seem to have reversed trends in the short breaks tourism market sparked by the pandemic as consumers continue to show higher interest in short breaks in the UK. 40% of domestic short breakers plan to take a short rural or coastal break in the 12 months following July 2021, which is just below interest shown in domestic city breaks (43%). Prior to COVID-19, countryside and breaks were roughly half as popular as city breaks.

Consumers’ relatively high confidence in their financial situation will help to revive the regular short break habit adopted by many consumers prior to the pandemic. The UK will benefit to a greater extent due to ongoing restrictions on international travel, while consumer willingness to spend more on their trips and treat themselves to luxury escapes will see the average price of short breaks increase.

The speed of recovery of the overseas short break market segment will depend heavily on the easing of restrictions by both the UK government and the destination itself. Flexibility and financial incentives remain essential to encourage bookings for overseas short breaks.

While those looking to take a short break in the UK show greater interest in exploring nature and wildlife, those planning to take a short break abroad are more likely to want to immerse themselves in local culture. Food and drink play an important role in getting to know the destination, with the majority of overseas short breakers preferring to explore local cuisine on a short break.

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

Quickly understand

  • The impact of COVID-19 on the domestic and overseas short break market.
  • Consumers’ intentions to take short breaks.
  • What holiday types show potential for growth.
  • Consumer preferences and attitudes towards short breaks.
  • Short Breaks tourisim market.

Covered in this report

Brands: Byway, Lumo, FirstGroup, P&O Cruises, Virgin Voyages, VisitScotland, PrettyLittleThing, KFC.

Expert analysis from a specialist in the field

This report, written by Marloes de Vries, a leading analyst in the Holidays sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Although cities will continue to play a vital role in the short break segment, they continue to face high competition from rural and coastal areas. Lesser-known cities will be in a good position to attract more visitors, while major cities can stand out with the wealth of cultural attractions and food experiences on offer.

Marloes de Vries
Associate Director – Travel

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

    • Impact of COVID-19 on the UK short break market
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on the short break market, 2020-25
    • The market
    • Domestic short break market will see a boost in 2022
      • Figure 2: COVID-19 scenario forecasts for the value of domestic short breaks (1-3 nights) taken by British residents, 2016-26
    • Overseas short break segment will recover more gradually
      • Figure 3: COVID-19 scenario forecasts for the value of overseas short breaks (1-3 nights) taken by UK residents, 2016-26
    • Financial confidence continues to be high despite furlough almost coming to an end
    • Companies and brands
    • New initiatives to boost holidays by train
    • Cruise lines invested in domestic cruises offering
    • Destinations increase focus on rebuilding tourism in a more sustainable way
    • The consumer
    • Three in four UK adults plan to take a short break in the next year
      • Figure 4: Plans to take a short break, by destination, 2021
    • Domestic short break market benefits from pent-up demand and international travel restrictions
      • Figure 5: Changes in the number of short breaks compared to prior to COVID-19, by destination, 2021
    • Rural and coastal short breaks now among the most desired domestic short break types
      • Figure 6: Participation and future intention to take short breaks in the UK, by holiday type, 2019 vs 2021
    • City breaks remain the most desired type of short break abroad, while luxury escapes continue to be in high demand
      • Figure 7: Participation and future intention to take short breaks abroad, by holiday type, 2019 vs 2021
    • OTAs are the most considered channel for short breaks bookings
      • Figure 8: Considered booking methods for short breaks, by destination, 2021
    • Local culture strong attraction for overseas short breaks
      • Figure 9: Preferred activities whilst on a short break, by destination, 2021
    • Further growth potential for lesser known cities abroad
      • Figure 10: Attitudes towards short breaks, 2021
    • Over four in 10 short breakers interested in using augmented reality
      • Figure 11: Interest in using augmented reality, 2021
  3. Issues and Insights

    • The vaccine has not dramatically improved interest in visiting cities
    • Train travel increasingly in the spotlight
  4. The Market – Key Takeaways

    • Domestic short break market will see a boost in 2022
    • Overseas short break segment will recover more gradually
    • Financial confidence continues to be high despite furlough almost coming to an end
    • Wales and Scotland were among the fastest growing UK short break destinations prior to COVID-19
  5. Market Size and Performance

    • The UK short break segment will recover at a quicker pace
      • Figure 12: Short-, medium- and long-term impact of COVID-19 on the short break market, 2020-25
    • Short break segment reached record heights prior to COVID-19
    • COVID-19 more than halves the volume of the short break market
      • Figure 13: Domestic short breaks (1-3 nights) taken by British residents, by volume and value, 2015-21
      • Figure 14: Overseas short breaks (1-3 nights) taken by UK residents, by volume and value, 2015-21
    • Traffic light system placed further pressure on short break segment in 2021
    • 2021 sees strong revival in domestic short break market
  6. Market Forecast

    • Domestic short break market will see a boost in 2022
      • Figure 15: Volume of domestic short breaks (1-3 nights) taken by British residents, 2016-26
      • Figure 16: Value* of domestic short breaks (1-3 nights) taken by British residents, 2016-26
    • Overseas short break segment will recover more gradually
      • Figure 17: Volume of overseas short breaks (1-3 nights) taken by UK residents, 2016-26
      • Figure 18: Value* of overseas short breaks taken by UK residents (1-3 nights), 2016-26
    • Market drivers and assumptions
      • Figure 19: Key drivers affecting Mintel’s market forecast, 2015-25
    • Forecast methodology
  7. COVID-19 Scenario Performance

    • Mintel’s approach to predicting the impact of COVID-19
    • Fundamental differences in how COVID-19 is affecting consumer markets
    • A rapid COVID recovery will have less impact on the recovery of domestic travel
      • Figure 20: COVID-19 scenario forecasts for the value* of domestic short breaks (1-3 nights) taken by British residents, 2016-26
    • Extended COVID disruption will be disastrous for international travel
      • Figure 21: COVID-19 scenario forecasts for the value of overseas short breaks (1-3 nights) taken by UK residents, 2016-26
    • COVID-19 market disruption: risks and outcomes
      • Figure 22: Summary of Mintel scenario expectations and the impact on the short breaks market, 2021
  8. Market Segmentation

    • Prior to the pandemic, short breaks were becoming increasingly popular
      • Figure 23: Number of domestic and overseas holidays, by duration, 2015-19
    • Wales and Scotland were among the fastest growing UK short break destinations prior to COVID-19
      • Figure 24: Number of domestic (1-3 nights) short breaks, by region visited, 2016-19
    • France, Spain and the Netherlands were the most visited overseas destination for short breaks
      • Figure 25: Top 10 countries for short breaks (1-3 nights) abroad, by volume, 2016-19
  9. Market Drivers

    • Financial confidence continues to be high despite furlough almost coming to an end
      • Figure 26: The Financial Confidence Index, 2015-21
    • Traffic light list update in late August sees further expansion of green list…
    • …but more is needed for a significant recovery in the overseas short break market
    • UK announces winter plan
    • European Travel Information and Authorisation System set to launch in 2022
  10. Companies and Brands – Key Takeaways

    • More innovations are seen around holidays by train
    • Cruise lines invested in domestic cruises offering
    • Destinations increase focus on rebuilding tourism in a more sustainable way
  11. Launch Activity and Innovation

    • New initiatives to boost sustainable modes of transport
    • Start-up company Byway creates no-fly holiday itineraries
    • Low-cost train will connect London and Edinburgh from autumn 2021
    • New rail pass for domestic holidays is being developed
    • Pandemic provided boost to domestic cruises product offering
    • P&O Cruises welcomed first guests since March 2020 on 4-night domestic coastal cruise
    • Virgin Voyages launched UK Summer Soirée Series on its first cruise ship, Scarlet Lady
    • Destinations increase focus on rebuilding tourism in a more sustainable way
    • VisitScotland has launched a new national responsible tourism campaign
    • Venice’s proposed plan to control tourist numbers
    • Retail and fashion brands engage with customers in a new environment
    • Online fashion brand PrettyLittleThing opened pop-up accommodation
    • KFC offers 11 fans chance to stay overnight in a KFC themed house
  12. The Consumer – Key Takeaways

    • Short break participation has the potential to recover in the next 12 months
    • Rural and coastal short breaks now among the most desired domestic short break types
    • Further growth potential for lesser-known cities abroad
    • Luxury escapes continue to be in high demand
    • OTAs are the most considered channel for short breaks bookings
  13. Impact of COVID-19 on Consumer Behaviour

    • Booking levels continue to increase but remain below pre-pandemic levels
      • Figure 27: Actual bookings and plans to book a holiday in the next three months, 2019-21
    • The vaccine has not dramatically improved interest in visiting cities
  14. Future Short Break Taking

    • Three in four UK adults plan to take a short break in the next year
      • Figure 28: Plans to take a short break, by destination, 2021
    • Opportunity to increase average spend per short break
      • Figure 29: Profile of those who plan to take a short break, 2021
  15. Changes to Holidaying Frequency

    • Domestic short break market benefits from pent-up demand and international travel restrictions
    • Hotels need to offer incentives to capitalise on demand for UK short breaks
      • Figure 30: Changes in the number of short breaks compared to prior to COVID-19, by destination, 2021
    • Entry requirements devastating for short breaks abroad
    • Flexibility and financial incentives essential to encourage bookings for overseas short breaks
      • Figure 31: Attitudes towards COVID-19 and short breaks, 2021
  16. Types of Short Break – Participation vs Future Intentions

    • Rural and coastal short breaks now among the most desired domestic short break types
    • Mini seacations offer Brits the option to try a cruise experience
      • Figure 32: Participation and future intention to take short breaks in the UK, by holiday type, 2019 vs 2021
    • Luxury escapes continue to be in high demand
    • City breaks remain the most desired type of short break abroad
      • Figure 33: Participation and future intention to take short breaks abroad, by holiday type, 2019 vs 2021
  17. Considered Booking Methods for Short Breaks

    • OTAs are the most considered channel for short break bookings
      • Figure 34: Considered booking methods for short breaks, by destination, 2021
  18. Activities of Interest

    • Local culture strong attraction for overseas short breaks
      • Figure 35: Preferred activities whilst on a short break, by destination, 2021
    • Opportunity to develop itineraries with a focus on both physical and mental wellness activities
      • Figure 36: Preferred activities whilst on a short break, by types of short break, 2021
  19. Attitudes towards Short Breaks

    • Further growth potential for lesser known cities abroad
      • Figure 37: Attitudes towards short breaks, 2021
    • Older Millennials living in a city most open to travelling abroad by train
      • Figure 38: Interest in train travel to a short break abroad – CHAID analysis, 2021
    • Over four in 10 short breakers interested in using augmented reality
      • Figure 39: Interest in using augmented reality, 2021
  20. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
    • CHAID analysis methodology
      • Figure 40: Short Breaks – CHAID – Table output, July 2021
  21. Appendix – Central Forecast Methodology

    • Volume forecast and prediction intervals for total short breaks
      • Figure 41: Lower bound, central and upper bound forecast for the volume of short breaks (1-3 nights) taken by UK residents, 2021-26
    • Value forecast and prediction intervals for total short breaks
      • Figure 42: Lower bound, central and upper bound forecast for the value* of short breaks (1-3 nights) taken by UK residents, 2021-26
    • Volume forecast and prediction intervals for domestic short breaks
      • Figure 43: Lower bound, central and upper bound forecast for the volume of domestic short breaks (1-3 nights) taken by British residents, 2021-26
    • Value forecast and prediction intervals for domestic short breaks
      • Figure 44: Lower bound, central and upper bound forecast for the value of domestic short breaks (1-3 nights) taken by British residents, 2021-26
    • Volume forecast and prediction intervals for overseas short breaks
      • Figure 45: Volume of overseas short breaks (1-3 nights) taken by UK residents, 2021-26
    • Value forecast and prediction intervals for overseas short breaks
      • Figure 46: Value* of overseas short breaks taken by UK residents (1-3 nights), 2021-26
    • Market drivers and assumptions
      • Figure 47: Key drivers affecting Mintel’s market forecast, 2020-25
    • Forecast methodology
  22. Appendix – COVID Scenario Performance Methodology and Assumptions

    • Volume scenario performance for total short breaks
      • Figure 48: COVID-19 scenario forecasts for the volume of short breaks (1-3 nights) taken by UK residents, 2016-26
    • Value scenario performance for total short breaks
      • Figure 49: COVID-19 scenario forecasts for the value* of short breaks (1-3 nights) taken by UK residents, 2016-26
    • Volume scenario performance for domestic short breaks
      • Figure 50: COVID-19 scenario forecasts for the volume of domestic short breaks (1-3 nights) taken by British residents, 2016-26
    • Value scenario performance for domestic short breaks
      • Figure 51: COVID-19 scenario forecasts for the value of domestic short breaks (1-3 nights) taken by British residents, 2016-26
    • Volume scenario performance for overseas short breaks
      • Figure 52: COVID-19 scenario forecasts for the volume of overseas short breaks (1-3 nights) taken by UK residents, 2016-26
    • Value scenario performance for overseas short breaks
      • Figure 53: COVID-19 scenario forecasts for the value of overseas short breaks (1-3 nights) taken by UK residents, 2016-26
    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
    • Scenario methodology

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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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