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Short and City Breaks - UK - August 2015

Short and City Breaks - UK - August 2015

"The outlook for the short break market is promising; overall, consumers are planning to take more short breaks in the next 12 months. The top three most popular overseas destinations for short breaks remain France, Spain, and the Netherlands, all of which saw growth. Holidaymakers’ choice of destination is primarily influenced by the ability to relax, value for money, climate, and a ‘sense of the unknown"

This report looks at the following issues:

What draws consumers? The sense of the unknown
Relaxation and digital detox go hand in hand


OVERVIEW
What you need to know
Scope of the report
EXECUTIVE SUMMARY
Domestic market decline drives overall drop in short breaks
Figure 1: Total short break market volume forecast, 2010-20
Last short break destination
Figure 2: Last short break destination, June 2015
Consumers plan to take more short breaks in the coming year
Figure 3: Future short holidays versus future long holidays likely to be taken, June 2015
City break top-ups in the low season
Figure 4: Type of short break last taken, June 2015
Short break booking methods
Figure 5: Booking method for short holiday, June 2015
Short break decision influences
Figure 6: Influencing factors for choosing short break destination, June 2015
Relaxing in the countryside and historical tours are top draws
Figure 7: Most appealing activities while on short breaks, June 2015
Historical tours second most popular
ISSUES & INSIGHTS
What draws consumers? The sense of the unknown
Relaxation and digital detox go hand in hand
THE MARKET
What you need to know
Overseas rise but domestic fall affects overall short breaks market
Stronger Pound can fuel short breaks
New routes for the Eurostar
High rail fares to limit domestic breaks via rail
The economy and the consumer
Booking.com challenges Airbnb
Will the UK finally scrap air passenger duty?
Proposed decision on Heathrow’s third runway set for autumn
Market size and forecast
Figure 8: Total short break (1-3 nights) taken by UK residents, volume and value, 2010-20
Figure 9: Total short break market volume forecast, 2010-20
Figure 10: Total short break market value forecast, 2010-20
A boom in the overseas market depresses the domestic sector
Figure 11: Domestic short breaks taken by UK residents, 2010-20
Figure 12: Domestic short break market volume forecast, 2010-20
Figure 13: Domestic short break market value forecast, 2010-20
Overseas market enjoys strong performance
Figure 14: Overseas short breaks taken by UK residents, 2010-20
Figure 15: Overseas short break market volume forecast, 2010-20
Figure 16: Overseas short break market value forecast, 2010-20
Segment performance
France the top destination for overseas short breaks
Figure 17: Most popular short break (1-3 nights) destinations, 2013-14
Overseas package booking grows
Figure 18: Overseas short breaks taken by UK residents, independent versus non-independent, 2010-14
Share of overseas air travel continues to rise but will face competition
Figure 19: Overseas short breaks taken by UK residents, by transport method, 2010-14
Market drivers
Stronger pound can fuel short breaks
Figure 20: Pound versus euro, July 2008-July 2015
Figure 21: British Pound value increase/decrease against selected destination currencies, 2012-15
City costs barometer 2015
Figure 22: Post Office city costs barometer 2015
High train fares to limit domestic breaks via rail
Figure 23: UK rail fares index, 2004-15
New routes for the Eurostar
Petrol pump prices fall
Figure 24: Petrol and diesel pump price, January 2010-July 2015
The economy and the consumer
Figure 25: Consumer confidence index, October 2014 to July 2015
Promoting short breaks in spring and autumn
Figure 26: Months holidays were taken in the past 12 months, by type of holiday, October 2014
Will the UK finally scrap air passenger duty?
Proposed decision on Heathrow’s third runway set for autumn
Decrease in the price of jet fuel as oil prices remain low
Figure 27: Jet fuel prices, Pound Sterling per gallon, July 2010-July 2015
Who’s Innovating?
Hotel Urbano allows travellers to pay in instalments
Pillow aids Airbnb accommodation renters
Orbitz.com taking measures to streamline bookings
Booking.com challenges Airbnb
THE CONSUMER
What you need to know
A higher proportion of younger Millennials take short breaks…
...but the older affluent consumers take more Consumers taking more short breaks in the last yearMost consumers staying close to home
City breaks most popular type of short breaks
Most consumers book just accommodation
Relaxation biggest influence on destination choice
Value for money second biggest influence
Consumers seek a sense of the unknown
Nightlife not such a big draw but important for Millennials
Most appealing activities; relaxing in the countryside
Most appealing activities; historical tours second most popular
Most appealing activities; art tours appeal
Short and long breaks taken
Figure 28: Past short and long holidays taken in the last 12 months, June 2015
Generally more Millennials take short breaks…
...but the older affluent consumers take more
Consumers taking more short breaks than longer breaks
Figure 29: Past short holidays versus past long holidays, June 2015
Future short holiday plans
Figure 30: Future short and long holidays likely to be taken in the next 12 months, June 2015
Consumers plan to take more short breaks than longer holidays
Figure 31: Future short holidays versus future long holidays likely to be taken, June 2015
Short break destinations
Most popular overseas short break destinations
Figure 32: Most popular overseas short break destinations, 2013 and 2014
Last short break destination
Figure 33: Last short break destination, June 2015
Types of short breaks
Figure 34: Type of short break, June 2015
Younger people favour city breaks
Women aged 45+ favour countryside breaks
Figure 35: Type of short break, by gender, June 2015
Beach holidays not popular among Scottish holidaymakers
Short break booking methods
Figure 36: Booking method for short holiday, June 2015
Consumers are shopping around
Research done before, and while on holiday
Figure 37: Research done before holiday and while on holiday, June 2015
Location based advertising
Figure 38: Research done before leaving versus at the destination, June 2015
Geo-targeted recommendations via beacons can help travellers explore
Concerns over data privacy and spamming
Short break decision influences
Figure 39: Influencing factors for choosing short break destination, June 2015
Time to switch off
Value for money
Well-off consumers just as likely to be cautious
The value of the short break
In search of ‘the real thing’ and the unknown
Short shopping trips
Beacon technology to help target holidaymakers
Romantic appeal
Nightlife not such a big pull for the general population
Events
Figure 40: Influencing factors for choosing short break destination, June 2015
Most appealing activities
Figure 41: Most appealing activities while on short breaks, June 2015
Retirees keen on relaxing in the country
Historical tours second most popular
Art tours appeal
Spa treatments
Outdoor pursuits
Food and drink activities
CHAID Analysis – Key targets for different influencing factors
Methodology
Influencing factors for choosing a destination
Figure 42: Factors/reasons influencing the choice of destination for a short break – CHAID – Tree output, June 2015
Figure 43: Factors/reasons influencing the choice of destination for a short break – CHAID – Table output, June 2015
APPENDIX
Abbreviations
Definitions
Forecast methodology
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart...

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