Countries covered: Europe
In the last few years, cycling holidays in Europe have become a major part of the active tourism or adventure travel markets. With ever increasing growth rates, they are now offered by a proliferation of small operators as well as mainstream ones.
The growth in this segment can be linked to many consumer trends: healthy lifestyles, the need to do something during a holiday as opposed to the traditional beach break and a search for original types of holidays at one's own pace.
Although there is not a typical profile of a cycling holiday enthusiast, findings show that the market is composed of independent people with mid to high level of incomes and a rather high level of culture.
The market segmentation has some similarities with the adventure travel market in terms of consumption: small groups, high overheads per customers, wide range and quality destinations offered.
In all of the European countries examined in this report, the vast majority of cycling holiday packages are sold direct by small specialist companies which have a thorough knowledge of the destinations and the market.
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