Walking and Cycling Holidays - UK - April 2013
“Brands could make better use of social media channels to connect holidaymakers before a holiday, to group those with common interests or motivations together and allow holidaymakers to begin interacting and forging relationships before a holiday even begins. Using social media channels could help to tie holidaymakers into a given brand and improve customer loyalty and repeat business.”
– Harry Segal, Research Analyst
Some questions answered in this report include:
- How can brands encourage repeat business through social media?
- How can brands gain from concerns over environmental responsibility?
- How can brands tempt holidaymakers to venture overseas?
- Is there an opportunity for brands to market products targeted at singles?
This report examines walking and cycling holidays taken by UK residents and explores motivations behind and consumer attitudes towards taking such a holiday. The report also investigates core drivers behind change in the market and key players and products in the industry.
For the purposes of this report, walking and cycling holidays are holidays, either domestic or overseas, where walking or cycling is the primary purpose of the trip, rather than activities carried out while on another type of holiday. However, the report also explores walking or cycling as excursions while on another type of holiday. A holiday must include a stay of at least one night.
An adult, for the purposes of Mintel’s research, is anyone aged 16 or over.
The standard travel and tourism definitions used in the terminology of this report are as follows:
- Tourism is any travel, which involves an overnight stay away from home.
- A holiday is a subjectively defined form of tourism, as defined by the tourist in response to surveys such as the IPS. A holiday can be distinguished from other leisure travel such as visits to friends and relatives (VFR) or shopping trips.
- A long holiday is a holiday of four nights or more away from home; a short break is a holiday that involves one to three nights away from home.
- Short-haul refers to air holidays within Europe, dominated by flights to Mediterranean resorts but including the Canaries, which are treated as a part of the Spanish market. Long-haul, therefore, refers to holidays outside Europe. Turkey is considered to be a short-haul destination, but Egypt, Tunisia and Morocco are considered to be long-haul destinations.
- An inclusive tour, or package holiday, is defined as the simultaneous sale of at least two elements of a holiday to the traveller: fares on public transport (eg flights) and commercial accommodation (eg hotel or self-catering apartment). Other elements, such as meals or excursions, are not essential to the definition of an inclusive tour. The term ‘all-inclusive’ is used to describe a special type of resort holiday in which food, drink, excursions and other services are provided as part of the total holiday cost.
- An independent holiday is one in which the traveller organises and books transport and accommodation from separate sources (eg a Channel ferry crossing and a caravan site in France).
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