Holidays to Italy - UK

Published by: Mintel International Group Ltd.

Published: Sep. 1, 2008 - 91 Pages

Table of Contents

Issues in the Market

Key issues

Definitions

Abbreviations

Market in Brief

Destination di moda

Trouncing the French

Capital of culture

No-frills thrills

High prices

Longer, greener, sandier trips

Family and youth market potential

Internal Market Environment

Key points

Foreign holidays start to slowdown

Figure 1: Domestic vs overseas holidays 2003-13

Figure 2: Percentage of adults booking UK and overseas holidays, 2003-07

The holiday pound

Figure 3: Domestic and overseas holidays expenditure, 2003-13

Figure 4: Average spend per trip, 2003-08

DIY holidays

Figure 5: Inclusive holidays versus independent holidays abroad, by volume, 2003-07

A high-end, no-frills destination

Figure 6: Scheduled passengers carried by main low-cost airlines, 2003-07

‘Crude’ oil prices

Figure 7: Crude oil prices, 2003-08

New competitors and cost equations

Figure 8: Outbound holiday visits, by region visited, 2003-07

Figure 9: Top 25 holiday destinations, by estimated number of visits, 2003-07

Casa Italia?

UNESCO’s Numero Uno

Lights, camera, action

Broader Market Environment

Key points

Consumer confidence at an all time low

Figure 10: Trends in personal disposable income and consumer expenditure, 2003-13

Aging, more carefree population

Figure 11: Trends in the age structure of the UK population, by gender, 2003-13

Surge in wealthier Italy fans

Figure 12: Forecast adult population trends, by socio-economic group, 2003-13

Catering for the retired customer

Figure 13: Forecast adult population trends, by lifestage, 2003-13

Internet penetration

Figure 14: Internet penetration, by gender, socio-economic group, age, region and working status, 2004-08

Indestructable holidays?

Figure 15: UK spending priorities for year ahead, January 2005-08

Figure 16: Areas where consumers would cut back spending, July 2008

Exchange rates damage Europe

Figure 17: Sterling exchange rates at the beginning of each year, 2005-08

Competitive Context

Key points

Italy increasingly popular

Figure 18: Top 10 holiday destinations, by number of visits, 2003 and 2007

Figure 19: Top five holiday destinations by visits, 2003-07

Holiday revenue increasing for Italy

Figure 20: Top 10 holiday destinations, by spend, 2003 and 2007

Figure 21: Average spend per trip, 2003-07

Strengths and Weaknesses in the Market

Strengths

Weaknesses

Market Size and Forecasts

Key points

Figure 22: Volume and value of holidays to Italy, 2003-13

Two tier tourism

Duality breeds longevity

Figure 23: Average length of stay, spend per visit and per day by holiday visits, 2003-08

Italy leads independent trend

Figure 24: Inclusive tours versus independent holidays to Italy, by volume, 2003-08

Figure 25: Inclusive tours versus independent holidays to Italy, by value, 2003-08

Segment Performance

Key points

City breaks dominate more than ever

Figure 26: Type of holiday taken for last holiday to Italy, 2002-08

Time is running down

Figure 27: Number of nights taken for last holiday to Italy, 2002-08

Cruising - by sea and rail

Figure 28: Main method of travel used for last holiday to Italy, 2002-08

Hotels in decline

Figure 29: Type of accommodation for last holiday to Italy, 2002-08

Urban Italia goes rural?

Borghi

Agriturismo

Market Share

Key points

Figure 30: British visits to Italy, by region, 2005 and 2006

Figure 31: British visitor days to Italy, by region, 2005 and 2006

Companies and Products

Key points

Tour operators and agents

Kirker Holidays

Figure 32: Financial performance of Kirker Holidays, 2005-06

Long Travel

Page & Moy

Sunvil Holidays

Thomas Cook Group

TUI Travel Group

WA Shearings Holidays Limited

Figure 33: Financial performance of WA Shearings Holidays, 2005/06

Airlines

Alitalia

Figure 34: Financial performance of Alitalia, 2005/06

easyJet

Figure 35: Financial performance of easyJet Plc, 2003-07

Ryanair

Figure 36: Financial performance of Ryanair, 2004-07

Distribution

Key point

Figure 37: Method of booking for last holiday to Italy, 2004-08

Figure 38: How last holiday to Italy was booked, 2002-08

Holiday Visits to Italy

Key points

Figure 39: Holidays taken to Italy in the past five years, June 2008

Visitors too old and too wealthy?

The family way

Types of Holidays and Activities Taken in Italy

Key points

Figure 40: Types of holidays taken in Italy, June 2008

Off-peak culture

Land of water

Contrasting tastes

Organisation of Italian Holidays

Key points

Figure 41: Holiday organisation, accommodation and transport, June 2008

A future outside hotels

Bigger groups, bigger stays

Appendix: Holiday Visits to Italy by Demographics

Visitors to Italy by region visited

Figure 46: Areas of Italy visited by demographics, June 2008

Appendix: Types of Holidays and Activities Taken in Italy by Demographics

Figure 47: Types of holidays taken in Italy visited by demographics, June 2008

Appendix: Organisation of Italian Holidays by Demographics

Figure 48: Most popular types of Italian holiday organisation by demographics, June 2008

Figure 49: Other types of Italian holiday organisation by demographics, June 2008

Abstract

As a holiday destination for the British public, Europe is starting to lose its appeal. The Euro is making the region more expensive than in the past and that, coupled with an increasing desire to travel further afield and explore new countries, has meant Europe’s share of the holiday market is in decline. Italy is notably bucking this trend and visitor numbers have increased over the last five years making it now the third most popular destination after Spain and France and ahead of the US.

Italy is most popular for city breaks and culture and, in spite of its wide diversity of regional splendour, it is losing out on some holidays such as beach holidays. As a consequence, many holidaymakers are using Italy as a mini-break to supplement their main holiday and staying for shorter times than in the past.

Key issues:

• The impact of the rising Euro
• Italy’s performance against rivals Spain and France in terms of who is visiting and why
• The potential for more mass market tourism and more diversity in coast-and-culture tourism
• The prospects for undiscovered areas and novel itineraries
• The problems of rising air fares
• Influence of culinary, fashion and film output
• Government policies to promotion.

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