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Description

Description

“When travel restrictions begin to ease consumers will be more cautious about group-based touring formats than other holiday types. The market will have to adapt, at least in the interim, and possibly in the longer term. Adaptations should include smaller group sizes incorporating the ‘new normal’ of social distancing, private escorted tours and self-guided touring for closed groups of family and friends.
The pre-crisis trends towards long-haul and off-the-beaten-track touring are likely to be put on hold, at least for a while, as travellers stick to more familiar haunts closer to home, for a mix of health and economic reasons. In the longer run, the touring and adventure holiday market had strong future growth prospects prior to the COVID-19 crisis, and is likely to bounce back, helped by the wanderlust and relative affluence of an expanding over-55 population.”
- John Worthington, Senior Analyst, 28 May 2020

This report will look at the following areas:

  • The impact of COVID-19 on consumer behaviour and the touring and adventure holidays market.
  • The longer-term prospects for touring and adventure holidays.
  • Consumer trends and preferences, and recent product developments.
  • Future opportunities for touring and adventure holidays.

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

            • The market
              • Rising demand for group touring interrupted by COVID crisis
                • Impact of COVID-19 on touring and adventure holidays
                  • Figure 1: Expected impact of COVID-19 on touring and adventure holidays, short-, medium- and long-term, 13 May 2020
                • Companies and brands
                  • Personalisation, smaller groups and off-the-beaten-track tours were among the main pre-COVID trends
                    • The consumer
                      • Coach tours are the largest product area
                        • Figure 2: Types of group touring holiday taken in the past five years, March 2020
                      • Half of customers book with a specialist brand
                        • Figure 3: Group touring holiday booking channels, March 2020
                      • Silver solo potential
                        • Figure 4: Group touring holiday companions, March 2020
                      • Price and quality are critical purchase factors
                        • Figure 5: Purchase drivers when booking a group touring holiday, by age group, March 2020
                      • The long-term opportunity remains strong
                        • Figure 6: group touring holidays future interest, March 2020
                      • UK, Italy and North America top the wish-list for touring holidays
                        • Figure 7: Destinations for group touring holidays, future interest and previous participation, March 2020
                      • Flexible touring is a key consumer demand
                        • Figure 8: Important factors for group touring holidays, March 2020
                      • Interest in self-guided touring is likely to rise as COVID restrictions are eased
                        • Figure 9: Group touring holidays opportunities, March 2020
                      • Almost four in ten touring customers would like a special interest focus
                        • Figure 10: Group touring holidays opportunities, March 2020
                      • What we think
                      • The Impact of COVID-19 on Touring and Adventure Holidays

                        • Short-, medium- and long-term impact on the industry
                          • Figure 11: Expected impact of COVID-19 on touring and adventure holidays, short-, medium- and long-term, 13 May 2020
                        • Short-term
                          • Medium-term
                            • Long-term
                              • Opportunities and threats
                                • Touring and adventure sector faces particular challenges
                                  • Figure 12: Attitudes towards taking holiday types after COVID-19 crisis, May 2020
                                • Self-guided tours can help mitigate the loss of group business
                                  • The crisis will accelerate the trend towards smaller group sizes
                                    • Premium/private touring segments likely to recover faster
                                      • Adventure travel could have an advantage
                                        • Experts are back in fashion
                                          • Removing holiday hassles will be more valued than ever
                                            • Impact on the market
                                              • COVID-19 impacted on touring and adventure ahead of other sectors
                                                • The sector is less dependent on the peak season but a continuing travel slump into the autumn will hit hard
                                                  • Overseas holidays are expected to fall further than domestic trips
                                                    • Figure 13: Volume of overseas and domestic holidays (forecast as of 13 May 2020), 2014-24
                                                  • Shifts in consumer behaviour
                                                    • Holiday booking has plummeted but consumers may be willing to commit to 2021
                                                      • Figure 14: Percentage of consumers who plan to book a holiday in the next three months, May 2019-April 2020
                                                    • Lockdown travel dreams
                                                      • Figure 15: Activities consumers are most looking forward to once social distancing is relaxed, week ending 30 April 2020
                                                    • Virtual touring
                                                      • Silver wanderlust will return in the longer term
                                                        • How a COVID-19 recession will reshape the market
                                                          • High job insecurity is likely to dampen holiday spending…
                                                            • …but a COVID-staycation spike is possible
                                                              • Relative affluence of over-55s could help escorted touring sector recover
                                                                • Figure 16: Percentage of consumers who say ‘I feel pretty confident that I’ll be ok’ regarding their financial situation over the next year, by age, April 2020
                                                              • COVID-19: UK context
                                                              • Issues and Insights

                                                                • Solo virtual tours can help combat lockdown isolation
                                                                  • The facts
                                                                    • The implications
                                                                      • Touring customers are likely to seek expert advice via video
                                                                        • The facts
                                                                          • The implications
                                                                            • Post-COVID ethical challenges and opportunities
                                                                              • The facts
                                                                                • The implications
                                                                                  • Family challenge
                                                                                    • The facts
                                                                                      • The implications
                                                                                      • The Market – What You Need to Know

                                                                                        • Touring & adventure is likely to recover more slowly than many other travel sectors
                                                                                          • Long-haul trend likely to be put on hold
                                                                                            • But long-term demographic potential is huge
                                                                                              • Single-living trend offers growing scope for solo touring
                                                                                                • Silver Travel research backs up Mintel findings on group size, flexibility and premium touring
                                                                                                • Market Background

                                                                                                  • Pre-COVID touring destination trends
                                                                                                    • The pre-crisis long-haul touring trend may be slow to return
                                                                                                      • Figure 17: Titan Travel, top 20 overseas escorted tour destinations, January 2020, January 2019 and January 2018
                                                                                                    • North American tours have been growing
                                                                                                      • Vietnam, China and remote regions of Eastern Europe have risen in popularity
                                                                                                        • Italy has been the best-selling short-haul touring destination
                                                                                                          • Screen influence
                                                                                                            • Over-55 population growth points to a long-term boom in touring
                                                                                                              • Figure 18: Trends in the age structure of the UK population, by gender, 2014-24
                                                                                                              • Figure 19: Long-term projections in the age structure of the UK population, by gender, 2018-43
                                                                                                            • Potential for solo touring holidays is growing
                                                                                                                • Figure 20: One-person households, by age, UK, 2007-19
                                                                                                              • Silver Travel Advisor/Coach Tour Association research
                                                                                                              • Companies and Brands – What You Need to Know

                                                                                                                • Leading escorted tour brands
                                                                                                                  • Key product trends
                                                                                                                    • TUI expanded its touring programme by 50% before the COVID-19 crisis
                                                                                                                      • Lines blurring between escorted and adventure travel
                                                                                                                        • Leading adventure brands
                                                                                                                          • Airbnb Adventures could disrupt the group adventure travel sector
                                                                                                                            • Lockdown touring and pre-crisis trends
                                                                                                                            • Touring and Adventure Holidays Suppliers

                                                                                                                              • Launch of ATAS has helped raise the profile of touring in the travel industry
                                                                                                                                • Escorted touring – key elements
                                                                                                                                  • Group adventure – key elements
                                                                                                                                    • Specialist escorted tour operators
                                                                                                                                      • Riviera Travel
                                                                                                                                        • Newmarket Holidays
                                                                                                                                          • Great Rail Journeys
                                                                                                                                            • G Touring
                                                                                                                                              • Cosmos
                                                                                                                                                • Wendy Wu Tours
                                                                                                                                                  • Leger Holidays
                                                                                                                                                    • Grand UK
                                                                                                                                                      • Titan Travel
                                                                                                                                                        • Travel Corporation
                                                                                                                                                          • Special interest touring brands
                                                                                                                                                            • Figure 21: Leading escorted tour operators, May 2020
                                                                                                                                                          • General tour operators
                                                                                                                                                            • Group adventure tour operators
                                                                                                                                                              • Travelopia
                                                                                                                                                                • Explore Worldwide
                                                                                                                                                                  • Other group adventure brands
                                                                                                                                                                    • Figure 22: Leading group adventure travel tour operators, May 2020
                                                                                                                                                                  • TourHound
                                                                                                                                                                    • Airbnb Adventures
                                                                                                                                                                    • Launch Activity and Innovation

                                                                                                                                                                      • COVID-19 and virtual touring
                                                                                                                                                                        • Around the World from your Armchair
                                                                                                                                                                          • Virtual cruise
                                                                                                                                                                            • Virtual adventure
                                                                                                                                                                              • Virtual destination marketing
                                                                                                                                                                                • Virtual experiences
                                                                                                                                                                                  • Pre-crisis innovation
                                                                                                                                                                                    • Off the beaten track and under-tourism
                                                                                                                                                                                      • Personalisation
                                                                                                                                                                                        • Removing holiday hassles
                                                                                                                                                                                          • Solo touring
                                                                                                                                                                                            • Plant-based touring
                                                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                                                              • One in seven adults have been on a touring/adventure holiday in the past five years
                                                                                                                                                                                                • Almost half of touring customers book with a specialist brand
                                                                                                                                                                                                  • Long-term interest in touring and adventure is strong after post-COVID recovery
                                                                                                                                                                                                    • Flexible touring is critical for success
                                                                                                                                                                                                      • Luxury/budget polarisation
                                                                                                                                                                                                        • Self-guided and smaller group demand likely to rise in the post-COVID world
                                                                                                                                                                                                        • Participation in Group Touring and Adventure Holidays

                                                                                                                                                                                                            • 14% of adults have taken a group touring holiday in the past five years
                                                                                                                                                                                                              • Figure 23: Types of holidays taken in the past five years, March 2020
                                                                                                                                                                                                            • Touring appeals most at either end of the age spectrum
                                                                                                                                                                                                            • Types of Group Touring and Adventure Holiday

                                                                                                                                                                                                              • Coach tours are by far the largest segment
                                                                                                                                                                                                                • Figure 24: Types of group touring holiday taken in the past five years, March 2020
                                                                                                                                                                                                              • Touring holidays include an above-average element of long-haul travel
                                                                                                                                                                                                                • Figure 25: Group touring holiday destinations in the past five years, March 2020
                                                                                                                                                                                                            • Group Touring and Adventure Holiday Booking

                                                                                                                                                                                                              • Around half of touring holidays are booked via a specialist operator
                                                                                                                                                                                                                • Travel agents account for a growing share of bookings
                                                                                                                                                                                                                  • Online players pose a rising challenge to the travel trade
                                                                                                                                                                                                                    • Figure 26: Group touring holiday booking channels, March 2020
                                                                                                                                                                                                                  • 64% of tourers over 45 use specialist brands
                                                                                                                                                                                                                    • Figure 27: Group touring holiday booking channels, by age group, March 2020
                                                                                                                                                                                                                • Group Touring & Adventure Holiday Companions

                                                                                                                                                                                                                  • Around half of tourers travel with their partner
                                                                                                                                                                                                                    • Figure 28: Group touring holiday companions, March 2020
                                                                                                                                                                                                                  • 15% of over-45s travelled solo on their last tour
                                                                                                                                                                                                                    • Figure 29: Group touring holiday companions, by age group, March 2020
                                                                                                                                                                                                                • Group Touring and Adventure Holiday Purchase Drivers

                                                                                                                                                                                                                  • Price and quality of holidays are the two dominant purchase drivers
                                                                                                                                                                                                                    • Figure 30: Purchase drivers when booking a group touring holiday, March 2020
                                                                                                                                                                                                                  • Wellness, innovation and ethical travel are important drivers among younger customers
                                                                                                                                                                                                                    • Figure 31: Purchase drivers when booking a group touring holiday, by age group, March 2020
                                                                                                                                                                                                                • Future Interest in Group Touring and Adventure Holidays

                                                                                                                                                                                                                  • Pre-COVID potential interest in touring was high
                                                                                                                                                                                                                    • Figure 32: Group touring holidays future interest and previous participation, March 2020
                                                                                                                                                                                                                  • Over-65s have the biggest future potential for escorted touring…
                                                                                                                                                                                                                    • …but escorted sea cruises have a strong appeal to under-35s
                                                                                                                                                                                                                      • Group adventure appeals up to age 54
                                                                                                                                                                                                                      • Future Interest in Group Touring & Adventure Holiday Destinations

                                                                                                                                                                                                                        • Long-haul touring interest was very strong pre-COVID but will take time to recover
                                                                                                                                                                                                                          • Figure 33: Destinations for group touring holidays, future interest and previous participation, March 2020
                                                                                                                                                                                                                        • Italy is the most popular destination for a touring holiday abroad
                                                                                                                                                                                                                          • Figure 34: Most popular destinations for future group touring holidays, March 2020
                                                                                                                                                                                                                      • Group Touring and Adventure Holidays – Important Factors

                                                                                                                                                                                                                        • Flexibility is a key priority for touring customers
                                                                                                                                                                                                                          • Over-45s are the most engaged with the destination itself
                                                                                                                                                                                                                            • Younger tourers seek more of a mix between sightseeing, culture and personally focused activities
                                                                                                                                                                                                                              • Over-55 tourers value the social side of touring
                                                                                                                                                                                                                                • Luxury versus budget touring
                                                                                                                                                                                                                                  • Figure 35: Important factors for group touring holidays, March 2020
                                                                                                                                                                                                                                • Ethical travel challenges will re-emerge in the post-COVID world
                                                                                                                                                                                                                                  • Around one in three adventure travellers and one in four escorted tourers see ethical travel as a priority
                                                                                                                                                                                                                                    • Long-haul ethical challenges and opportunities
                                                                                                                                                                                                                                    • Group Touring and Adventure Holidays – Future Opportunities

                                                                                                                                                                                                                                      • Demand for shorter budget tours is likely to grow in COVID recession
                                                                                                                                                                                                                                        • High-intensity short and epic long adventure tours can appeal to young urban professionals
                                                                                                                                                                                                                                          • Figure 36: Group touring holidays opportunities, March 2020
                                                                                                                                                                                                                                        • Door-to-door in demand
                                                                                                                                                                                                                                          • Figure 37: Interest in door-to-door pick-up and drop-off before and after the tour, by gender and age group, March 2020
                                                                                                                                                                                                                                        • One in three customers want to tailor-make their tours
                                                                                                                                                                                                                                          • Self-guided touring potential likely to rise as COVID restrictions are relaxed
                                                                                                                                                                                                                                            • 37% of tourers over 65 prefer to travel with their peers
                                                                                                                                                                                                                                              • One in five customers want to travel on solo-only tours
                                                                                                                                                                                                                                                • COVID crisis should boost growing demand for smaller group sizes
                                                                                                                                                                                                                                                  • Family adventure
                                                                                                                                                                                                                                                  • Group Touring and Adventure Holidays – Special Interest Opportunities

                                                                                                                                                                                                                                                    • History & culture, wildlife and gastronomy are the most popular special interest touring themes
                                                                                                                                                                                                                                                      • Figure 38: Group touring holidays opportunities, March 2020
                                                                                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                      • Definitions
                                                                                                                                                                                                                                                        • Abbreviations
                                                                                                                                                                                                                                                          • Consumer research methodology

                                                                                                                                                                                                                                                          About the report

                                                                                                                                                                                                                                                          This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                                                                          • The Consumer

                                                                                                                                                                                                                                                            What They Want. Why They Want It.

                                                                                                                                                                                                                                                          • The Competitors

                                                                                                                                                                                                                                                            Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                                                                          • The Market

                                                                                                                                                                                                                                                            Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                                                                          • The Innovations

                                                                                                                                                                                                                                                            New Ideas. New Products. New Potential.

                                                                                                                                                                                                                                                          • The Opportunities

                                                                                                                                                                                                                                                            Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                                                                          • The Trends

                                                                                                                                                                                                                                                            What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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