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Published by: Mintel International Group Ltd.
Published: Jun. 1, 2004 - 89 Pages
Table of Contents
Introduction and Abbreviations
Definitions
Consumer research
ACORN
Abbreviations
Premier Insight
Summary of Key Report Findings
The short breaks abroad market is poised for further growth
Short breaks abroad are now an integral part of British lifestyles
Western European destinations are still in the lead, but Eastern Europe and long-haul destinations are widening the short breaks horizon
Mature consumers like to go on overseas short breaks
The majority of short breaks abroad include visits to cities or the beach
Short breaks abroad are usually reserved for special occasions
The answer to independent travel: personalised packages
Short breaks abroad to grow organically and geographically
Market Factors
Personal disposable income (PDI), consumer expenditure (CONEXP) and consumer
confidence
Figure 1: PDI and consumer expenditure, at current and constant prices, 1999-2009
Changes in the UK population structure herald significant changes in how companies can
market short breaks abroad
Figure 2: UK population structure, by age group, 1999-2009
Figure 3: UK population structure, by lifestage, 1999-2009
Figure 4: Trends and projections in the UK population, by socio-economic group, 1999-2009
The emergence of low-cost airlines
Exchange rates and value for money
Figure 5: Annual average exchange rates for Sterling against the euro and Dollar, 1999-2003
The impact of the EU enlargement
Market Size and Trends
Market size
Figure 6: Number of short breaks abroad and all holidays abroad, 1999-2004
Figure 7: Expenditure on short breaks abroad and all holidays abroad (excluding fares), 1999-2004
Figure 8: Average spending per day, short breaks abroad versus long holidays abroad, 1999-2004
Key market trends
Multiple short breaks abroad are the norm
Britons are taking more short breaks abroad
Figure 9: Trends in the number of holidays taken, 1996-2003
Figure 10: Trends in the duration of holidays taken, 1996-2003
Destination developments
The Internet is now a prime booking channel
Figure 11: Method used to book the last short break abroad, 2003
Does the growth in independent travel spell the death of the inclusive market?
Figure 12: Short breaks abroad, by method of organisation, 1999-2003
Market Segmentation
Leading short break destinations
Figure 13: Leading countries for short breaks abroad, 2002
Long-haul destinations are on the rise...
...and Eastern Europe is poised to become the 'next big thing'
The Supply Structure
Leading tour operators
Figure 14: Largest holiday groups, by passengers authorised on fully bonded licences, 2002 and 2003
TUI UK (formerly Thomson Travel Group)
Figure 15: Financial performance of the Northern Europe tourism division - TUI Group, 2002 and 2003
MyTravel Group plc (formerly Airtours)
Figure 16: Financial performance of the MyTravel Group, 1999-2003
First Choice Holidays plc
Figure 17: Financial performance of First Choice Holidays plc, 1999-2003
Thomas Cook
Figure 18: Financial performance of Thomas Cook AG - UK division, 2001 and 2003
Other operators
Transport operators
Air routes
Low-cost/no-frills airlines
Figure 19: Scheduled passenger uplift by main low-cost carriers, 1999-2003
easyJet
Ryanair
Ferries, Eurotunnel and coach operators
Figure 20: Main ferry providers and tunnel routes out of the UK, 2004
Coach operators
Figure 21: Leading coach holiday operators, 2002
The Consumer
SBA travellers
Figure 22: Main type of holiday taken in the last 12 months, 1999-2003
Middle-aged consumers are the most likely to go on short breaks abroad
Figure 23: Type of short break holidays taken in the past 12 months, by gender, age and socio-economic group, March 2004
Londoners and those living in the South and the North West are active SBA takers
Figure 24: Types of short break holidays taken in the past 12 months, by region and ACORN categories, March 2004
Families are the least likely to go on short breaks abroad
Figure 25: Type of short break holidays taken in the past 12 months, by detailed lifestage, March 2004
Families - two earners
Marks & Spencer and Sainsbury's shoppers are the most inclined to go on overseas short
breaks
Figure 26: Types of short break holidays taken in the past 12 months, by media usage, supermarket usage and commercial TV viewing, March 2004
Type of holiday taken
Figure 27: Types of holidays taken in the past 12 months, March 2004
City breaks abroad
Figure 28: Cities visited abroad for a holiday, 1997-2003
Consumer Attitudes and Targeting Opportunities
Reasons for taking SBAs
Figure 29: Reasons for taking short breaks abroad, by type of holiday taken, March 2004
Independent versus package SBAs
SBAs for special occasions - competing with the traditional present?
A shopping spree followed by a four-star dinner: extravagance abroad
Short-term planning and bargain-hunting
Targeting the SBA holidaymaker
Last Minute Bargain Hunters (20% of the sample or 11.9 million adults)
Special Breakers (19% of the sample or 11.3 million adults)
Stress-free Breakers (13% of the sample or 7.2 million adults)
Apathetic (49% of the sample or 29.2 million adults)
Figure 30: SBA target groups as a percentage of the total adult population, March 2004
Figure 31: SBA target groups, by gender, age and socio-economic group, March 2004
Figure 32: SBA target groups, by region and ACORN categories, March 2004
Figure 33: SBA target groups, by detailed lifestage, March 2004
Figure 34: SBA target groups, by media usage, supermarket usage and commercial TV viewing, March 2004
Types of holidays taken by SBA target groups
Figure 35: SBA target groups, by type of holidays taken in the past 12 months, March 2004
Holiday budget by SBA target groups
Figure 36: SBA target groups, by holiday budgetary constraints, March 2004
SBA targeting conclusions
The classics: Paris, Rome, Amsterdam and Barcelona
The newcomers: Eastern Europe
The faraways: Dubai, US and Northern Africa
Consumer Attitudes and Targeting Opportunities - Detailed Demographics
Reasons for taking SBAs
Figure 37: Most popular reasons for taking SBAs, by gender, age and socio-economic group, March 2004
Figure 38: Most popular reasons for taking SBAs, by detailed lifestage, March 2004
Figure 39: Most popular reasons for taking SBAs, by region and ACORN categories, March 2004
Figure 40: Most popular reasons for taking SBAs, by media usage, supermarket usage and commercial TV viewing, March 2004
Figure 41: Other reasons for taking SBAs, by gender, age and socio-economic group, March 2004
Figure 42: Other reasons for taking SBAs, by detailed lifestage, March 2004
Figure 43: Other reasons for taking SBAs, by region and ACORN categories, March 2004 (
Figure 44: Other reasons for taking SBAs, by media usage, supermarket usage and commercial TV viewing, March 2004
Holiday budget
Figure 45: Attitudes towards holiday budget, by gender, age and socio-economic group, March 2004
Figure 46: Attitudes towards holiday budget, by detailed lifestage, March 2004
Figure 47: Attitudes towards holiday budget, by region and ACORN categories, March 2004
Figure 48: Attitudes towards holiday budget, by media usage, supermarket usage and commercial TV viewing, March 2004
The Future
As the economy remains strong...
...short breaks abroad increase in popularity
The array of destinations for short breaks abroad is unlimited...
...offering different expectations to different consumers
Operators' understanding of consumer groups is crucial
Forecast
Figure 49: Forecast of the number of short breaks abroad and all holidays abroad, 2004-09
Figure 50: Forecast of expenditure on short breaks and all holidays abroad, 2004-09
Figure 51: Forecast of average expenditure on short breaks and all holidays abroad, 2004-09
Factors incorporated
AbstractThe short break abroad market has soared over the past years, in line with the overall growth in demand for holidays and flights overseas. Despite the drop in overseas leisure travel in late 2001 and early 2002, resulting from the events of September 2001, the UK short break sector has increased in value by 8% each year.
Shorts breaks, domestic or abroad, have evolved into being part of the British lifestyle, in addition to annual long-haul holidays. The rise in destinations offered by low-cost airlines as well as the explosion in offers on value-for-money short break packages abroad have led to short breaks abroad being a major part of our lifestyles.
The value of short breaks abroad to British consumers depends on their lifestage, situation and lifestyle in general. Hence it is essential to understand the impact these have on the wider holiday market as well as on short breaks abroad. While consumers still like to travel domestically within the UK, short breaks abroad are widely chosen to accommodate the need for special weekends with family or friends, offering an experience which in many ways is different to that in the UK.
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