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Special Interest Holidays - UK - March 2018

“Despite uncertain economic times in the UK there are plenty of opportunities for smaller specialist agents to leverage their expertise in niche markets. More than half of the UK adult population say they are interested in a dedicated special interest holiday. Younger people are looking for ways to discover new passions and interests, and are especially open to using technology to meet new people that share their interests.”

– Fergal McGivney, Senior Travel Analyst

This report examines the following issues:

  • Special interest breaks can help parents bond with their children 
  • Helping special interest holidaymakers connect
  • Independent bookers are using Airbnb Experiences

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • 3.2 million potential customers for dedicated special interest holidays
              • Market contraction is possible but potential growth in “add-on” special interest holidays
                • Figure 1: Preferences for dedicated special interest holidays, December 2017
              • The consumer
                • Nearly a third of the population have taken a special interest holiday in the past
                  • Figure 2: Special interest holiday participation, December 2017
                • High degree of satisfaction amongst special interest holidaymakers
                  • Figure 3: Taking a special interest holiday in the future, December 2017
                • Specialist travel agents versus independent bookers
                  • Figure 4: Booking special interest holidays, December 2017
                • UK is a popular destination for special interest holidaymakers
                  • Figure 5: Destinations for special interest holidays, December 2017
                • Exploring couples’ interests
                  • Figure 6: Preferred travel partner for special interest holidays, December 2017
                • Could special interest holidays be a way to inspire a carrier change?
                  • Figure 7: Attitudes towards special interest holidays, December 2017
                • What we think
                • Issues and Insights

                  • Special interest breaks can help parents bond with their children
                    • The facts
                      • The implications
                        • Helping special interest holidaymakers connect
                          • The facts
                            • The implications
                              • Independent bookers are using Airbnb Experiences
                                • The facts
                                  • The implications
                                  • The Market – What You Need to Know

                                    • 29% of Brits have taken a special interest holiday
                                      • A tenth interested in a dedicated special interest holiday
                                        • Potential contraction of special interest market in 2018 …
                                          • … as growth in the broader overseas holiday market slows
                                            • Potential for growth in domestic special interest holidays market
                                            • Market Size

                                              • 3.2 million potential customers for dedicated special interest holidays …
                                                • Market contraction possible but further scope for “add-on” special interest holidays
                                                    • Figure 8: Preferences for dedicated special interest holidays, December 2017
                                                  • Potential slowdown in overseas segment opens doors at home
                                                    • Figure 9: Behaviours related to booking special interest holidays, December 2017
                                                • Market Background

                                                  • The domestic market; a return to staycations?
                                                    • Figure 10: Domestic holiday market volume and value* forecast, 2012-22
                                                    • Figure 11: Forecast of domestic holiday market volume, 2012-22
                                                  • Overseas volume finally surpasses a milestone, but slowdown expected
                                                    • Figure 12: Overseas holiday market volume and value*, 2012-22
                                                    • Figure 13: Forecast of overseas holiday market volume, 2012-22
                                                  • Most popular hobbies and interest not necessarily the most common for special interest holidays
                                                    • Figure 14: Hobbies and interest amongst UK consumers, December 2017
                                                    • Figure 15: Special interest participation, by hobbies and interests, December 2017
                                                    • Figure 16: Attitudes towards special interest holidays, December 2017
                                                • Companies and Brands – What You Need to Know

                                                  • TUI recognises Destination Services as a potential growth area
                                                    • TUI partners with Utrip to leverage data and AI for destination activities
                                                      • Zero gravity nightclub takes to the skies in Frankfurt
                                                        • Cox & Kings unveils film-based Finding Your Feet in Rome trip
                                                          • Croatian company takes wine enthusiasts underwater
                                                            • Three groups of leading brands in the market
                                                              • Other key players in the market
                                                              • Launch Activity and Innovation

                                                                • TUI recognises Destination Services as a potential growth area
                                                                  • TUI partners with Utrip to leverage data and AI for destination activities
                                                                    • Zero gravity nightclub takes to the skies in Frankfurt
                                                                      • Figure 17: BigCityBreaks Zero Gravity nightclub
                                                                    • Cox & Kings unveils film-based Finding Your Feet in Rome trip
                                                                      • Croatian company takes wine enthusiasts underwater
                                                                        • Figure 18: Edivo Vina underwater winery in the Croatian town of Drače
                                                                      • Special interest growth in the luxury market
                                                                      • Company Profiles

                                                                        • Three groups of leading brands in the market
                                                                            • Figure 19: Special interest holiday brands that are members of AITO, February 2017
                                                                          • Other key players in the market
                                                                            • Other players in the market
                                                                            • The Consumer – What You Need to Know

                                                                              • Nearly a third of population have taken a special interest holiday
                                                                                • High degree of satisfaction amongst special interest holidaymakers
                                                                                  • Specialist travel agents versus independent bookers
                                                                                    • Destinations close to home are popular
                                                                                      • Most wish to travel with their partner
                                                                                        • Local experts are key
                                                                                        • Special Interest Holiday Participation

                                                                                          • Nearly a third of population have taken a special interest holiday
                                                                                            • Figure 20: Special interest holiday participation, December 2017
                                                                                            • Figure 21: Participants in special interest holidays, by hobbies/interests, December 2017
                                                                                          • Younger generations most likely to take special interest holidays
                                                                                              • Figure 22: Special interest holiday participation, by age, December 2017
                                                                                            • Opportunities for the luxury sector
                                                                                                • Figure 23: Special interest holiday participation, by socioeconomic group, December 2017
                                                                                              • Gender divide for special interest holidays
                                                                                                • Figure 24: Special interest holiday participation, by gender and age, December 2017
                                                                                              • Males bigger fans of active hobbies
                                                                                                • Figure 25: Hobbies and interests of consumer, by gender, December 2017
                                                                                            • Future Plans for Special Interest Holidays

                                                                                              • Satisfaction high amongst special interest holidaymakers
                                                                                                • Figure 26: Taking a special interest holiday in the future, December 2017
                                                                                                • Figure 27: Interest in going on a special interest holiday, by special interest holiday participation, December 2017
                                                                                              • Younger generations are key targets …
                                                                                                • Figure 28: Those that have not been on a special interest holiday but are interested in going on one, versus those that have been on one, by age, December 2017
                                                                                              • … but brands should not forget about cash-rich, time-rich seniors
                                                                                                • Courting middle-aged consumers and families
                                                                                                • Booking Special Interest Holidays

                                                                                                  • Specialist travel agents versus independent bookers
                                                                                                    • Figure 29: Booking special interest holidays, December 2017
                                                                                                  • The young and affluent book with specialist agents
                                                                                                    • Over a third have used Airbnb experiences to book
                                                                                                    • Destinations for Special Interest Holidays

                                                                                                      • UK is a popular destination for special interest holidaymakers
                                                                                                        • Figure 30: Destinations for special interest holidays, December 2017
                                                                                                        • Figure 31: Preference for special interest holidays – Home versus abroad, December 2017
                                                                                                      • France is a key market for special interest holidaymakers
                                                                                                        • Age bias for staying in the UK offers opportunities
                                                                                                            • Figure 32: Proportion who selected the UK as a destination for a special interest holidays, December 2017
                                                                                                          • Younger consumers have a strong preference for overseas
                                                                                                            • Figure 33: Destinations for special interest holidays, overseas versus UK, December 2017
                                                                                                        • TURF Analysis – Destinations for Special Interest Holidays

                                                                                                          • Methodology
                                                                                                            • How many destinations should brands offer?
                                                                                                              • Figure 34: TURF analysis – Destinations of special interest holidays, December 2017
                                                                                                              • Figure 35: Table – TURF analysis – Destinations of special interest holidays, December 2017
                                                                                                          • Preferences for Special Interest Holiday Companions

                                                                                                            • Holiday with partner most popular
                                                                                                              • Exploring couples’ interests
                                                                                                                • Figure 36: Preferred travel partner for special interest holidays, December 2017
                                                                                                              • Helping parents bond with their children
                                                                                                                • Single parents should not be forgotten
                                                                                                                  • Men prefer to travel solo
                                                                                                                    • Almost a third of solo travellers enjoy being on their own …
                                                                                                                      • Figure 37: Preference for special interest holiday companions, December 2017
                                                                                                                    • … almost two fifths want to meet people with shared interests
                                                                                                                      • Figure 38: Solo versus meeting people, December 2017
                                                                                                                  • Attitudes towards Special Interest Holidays

                                                                                                                    • Smaller brands need to put consumers’ minds at ease
                                                                                                                      • Expert or local knowledge is important for special interests
                                                                                                                        • Could special interest holidays be a way to inspire a career change?
                                                                                                                          • Figure 39: Attitudes towards special interest holidays, December 2017
                                                                                                                          • Figure 40: Target groups based on statements towards special interest holidays – CHAID – Tree output, December 2017
                                                                                                                      • CHAID Analysis – Attitudes towards Special Interest Holidays

                                                                                                                        • Methodology
                                                                                                                          • Figure 41: Target groups based on statements towards special interest holidays – CHAID – Tree output, December 2017
                                                                                                                          • Figure 42: Target groups based on statements towards special interest holidays – CHAID – Table output, December 2017
                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                              • Forecast methodology

                                                                                                                              Special Interest Holidays - UK - March 2018

                                                                                                                              US $2,693.85 (Excl.Tax)