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Short and City Breaks - UK - July 2018

“There is growing potential for ‘me-time’ holidays that allow travellers to pursue their personal interests. These could be trips that enable those in couples to have a short break away from their partner or family in the company of friends, or even by themselves.”
– John Worthington, Senior Analyst

This Report looks at the following areas:

  • Short break portfolios
  • Rising potential of event breaks
  • Multi-generational breaks
  • Work/play packages

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • Short breaks reach record high
            • Figure 1: Domestic short break market volume forecast, 2013-23
            • Figure 2: Overseas short break market volume forecast, 2013-23
          • City breaks dominate
            • Figure 3: Type of UK and overseas short breaks taken, May 2018
          • OTAs take 50% share of overseas short break market
            • Figure 4: How last short break was booked, May 2018
          • Millennial bargain hunters
            • Figure 5: Consumer behaviour on short breaks, May 2018
          • Off the radar
            • Figure 6: Short break preferences and interests, May 2018
          • What we think
          • Issues and Insights

            • Short break portfolios
              • The facts
                • The implications
                  • Rising potential of event breaks
                    • The facts
                      • The implications
                        • Multi-generational breaks
                          • The facts
                            • The implications
                              • Work/play packages
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • New records for one- to three-night breaks
                                      • Growth trend is upwards but Brexit and oil price pose threats
                                        • South West/North West most popular UK short break regions
                                          • Surge in short breaks to Spain
                                            • Short breaks abroad take flight…
                                              • …but rising oil price could ground overseas growth
                                                • Consumers factor in costs as local prices increase for second year
                                                • Market Size and Forecast

                                                  • Record 46.4 million short breaks in 2017
                                                    • Figure 7: Total short breaks (1-3 nights) taken by UK residents, by volume and value*, 2013-23
                                                  • Domestic short breaks exceed ‘staycation year’ of 2009
                                                    • Figure 8: Domestic short breaks (1-3 nights) taken by UK residents, by volume and value, 2013-23
                                                  • Overseas short break numbers up 49% in past four years
                                                    • Figure 9: Overseas short breaks (1-3 nights) taken by UK residents, by volume and value, 2013-23
                                                  • Cost cutting and ‘little and often’ trend likely to drive further growth…
                                                    • …but short breaks remain vulnerable to economic shocks
                                                      • Figure 10: Total short break market volume forecast, 2013-23
                                                      • Figure 11: Total short break market value* forecast, 2013-23
                                                      • Figure 12: Domestic short break market volume forecast, 2013-23
                                                      • Figure 13: Domestic short break market value* forecast, 2013-23
                                                      • Figure 14: Overseas short break market volume forecast, 2013-23
                                                      • Figure 15: Overseas short break market value* forecast, 2013-23
                                                  • Segment Performance

                                                    • Hoseasons reports rise in UK ‘snacking’ breaks
                                                      • Figure 16: Estimated number of domestic (1-3 nights) short breaks, by region, 2017
                                                    • Spain poised to overtake France as most popular overseas destination
                                                      • Rising demand for short breaks beyond the eurozone
                                                        • Figure 17: Top 10 countries for short breaks (1-3 nights) abroad, by volume, 2014-17
                                                      • Aviation rise marks shift in short break habits
                                                        • New Amsterdam service should boost breaks via Tunnel
                                                          • Figure 18: Number of short breaks (1-3 nights) abroad, by mode of travel, 2013-17
                                                      • Market Background

                                                        • Economic outlook remains highly uncertain
                                                          • Figure 19: UK average weekly earnings (excluding bonuses)* vs CPI inflation, percentage change year on year, January 2014-April 2018
                                                        • Consumer debt has helped sustain travel market
                                                          • Figure 20: UK annual growth rate in outstanding credit card debt, January 2015-April 2018
                                                        • Pound still weak but has stabilised over past 12 months
                                                          • Figure 21: Spot exchange rate, Pound Sterling versus selected ‘short & city break’ currencies, June 2016-June 2018
                                                        • Further sharp price increases in leading city break destinations
                                                          • Figure 22: City break costs*, 2016-18
                                                        • New oil price fears
                                                            • Figure 23: Average annual European Brent Crude oil prices 2013-17, and average monthly prices, January- May 2018
                                                            • Figure 24: Petrol costs (unleaded 95 octane), January 2014-May 2018
                                                          • Volume growth is increasing pressure on honeypot cities
                                                          • Launch Activity and New Product Development

                                                            • Foodie breaks and language learning
                                                              • Disneyland Paris tapping into wellness trend
                                                                • Time travel
                                                                  • Lure of the live
                                                                    • Surprise city breaks
                                                                      • Alternatives to the city
                                                                        • Lean, green and minimalist
                                                                        • The Consumer – What You Need to Know

                                                                          • Short breakers take two annual trips on average
                                                                            • Around half of short breakers visit cities
                                                                              • Luxury breaks taken by more than one in 10
                                                                                • OTAs and budget airlines take lion’s share of overseas bookings
                                                                                  • One in four overseas short breakers use Airbnb
                                                                                    • Younger short breakers focusing on cost cutting
                                                                                      • Boom time for short breaks but risks loom
                                                                                        • Hobby breaks have strong appeal to time-poor consumers
                                                                                          • ‘Undiscovered’ cities offer novelty and social kudos
                                                                                          • Short Break Taking

                                                                                            • A third of Londoners take overseas short breaks
                                                                                              • Figure 25: Short break taking, UK versus abroad, May 2018
                                                                                            • Boomers are the most frequent UK short breakers
                                                                                              • Figure 26: Number of UK short breaks taken, May 2018
                                                                                            • Professional Millennials are the most frequent overseas short breakers
                                                                                              • Figure 27: Number of overseas short breaks taken, May 2018
                                                                                          • Types of Short Break

                                                                                            • Cities suit active short break preferences
                                                                                              • Overseas rural breaks under-developed
                                                                                                • Growing short break trend offers scope for diversification
                                                                                                  • Figure 28: Type of UK and overseas short breaks taken, May 2018
                                                                                              • Short Break Booking

                                                                                                • Travel trade can compete in city break market with added-value trips
                                                                                                    • Figure 29: How last UK and overseas short break was booked, May 2018
                                                                                                • Short Break Behaviours and Opportunities

                                                                                                  • Last-minute deal hunters
                                                                                                    • Bargain destination seekers
                                                                                                      • Security-conscious short breakers
                                                                                                        • Impact of Airbnb
                                                                                                          • Mobile apps for exploring the city
                                                                                                            • Figure 30: Consumer behaviour on short breaks, May 2018
                                                                                                          • Going with friends
                                                                                                            • Short and solo
                                                                                                              • Special-occasion breaks
                                                                                                                • Event tourism and short breaks
                                                                                                                  • Multi-generation breaks
                                                                                                                    • Business before pleasure
                                                                                                                      • Figure 31: Short break purposes and companions, May 2018
                                                                                                                    • Tourist versus traveller
                                                                                                                      • Figure 32: City break preferred travel style, May 2018
                                                                                                                  • Short Break Attitudes and Further Opportunities

                                                                                                                    • Short breaks are more vulnerable than longer holidays
                                                                                                                      • Figure 33: Preferences for short breaks versus longer holidays, May 2018
                                                                                                                    • Preference for short breaks versus longer holidays
                                                                                                                        • Figure 34: Agreement with statement ‘I'd prefer to take a number of regular short breaks than one or two longer holidays each year’, by generational group, May 2018
                                                                                                                      • Domestic market well suited to micro-break trend
                                                                                                                        • Figure 35: Agreement with statement ‘I could fit short breaks better around my work commitments than longer holidays’, by generational group, May 2018
                                                                                                                      • Solo travellers prefer ‘little and often’ holiday pattern
                                                                                                                        • Figure 36: Target group for more regular short breaks – CHAID – Tree output, May 2018
                                                                                                                      • Special-interest short breaks have potential
                                                                                                                        • Short breaks can spark a new career direction
                                                                                                                          • Converting generic bucket lists into personalised wish-lists
                                                                                                                            • Attractions of lesser-known cities
                                                                                                                              • Figure 37: Further short break preferences and interests, May 2018
                                                                                                                            • Designing a short break programme
                                                                                                                              • Figure 38: Agreement with statement ‘I'd be interested in using a company that designed a programme of short breaks for me (eg a variety of several breaks a year)’, by generational group, May 2018
                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                            • Definitions
                                                                                                                              • Abbreviations
                                                                                                                                • Consumer research methodology
                                                                                                                                  • CHAID methodology
                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                      • Figure 39: Domestic short breaks (1-3 nights) taken by UK residents, volume forecast, 2018-23
                                                                                                                                      • Figure 40: Domestic short breaks (1-3 nights) taken by UK residents, value* forecast, 2018-23
                                                                                                                                      • Figure 41: Overseas short breaks (1-3 nights) taken by UK residents, volume forecast, 2018-23
                                                                                                                                      • Figure 42: Overseas short breaks (1-3 nights) taken by UK residents, value* forecast, 2018-23
                                                                                                                                    • Forecast methodology

                                                                                                                                    Short and City Breaks - UK - July 2018

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