Individualism vs Grouping - UK - May 2009

Table of Contents

• Issues in the Market
• Main issues:
• Definitions
• Abbreviations
• Market in Brief
• Travel companions
• Singles surge
• Solo dynamics
• Greta Garbo
• Family frustration
• Travel networking
• Sun, sea, sand and...self
• Internal Market Environment
• Key points
• Mixed messages
  • Figure 1: Domestic and overseas holiday volumes, 2004-09
• Beyond the eurozone
  • Figure 2: Overseas holidays, by region, 2004-08
• Package fall
  • Figure 3: Inclusive holidays versus independent holidays, by volume, 2004-09
• Portfolio travellers
• Figure 4: Singles: number of holidays taken, 2004-08
  • Figure 5: Non-singles: number of holidays taken, 2004-08
• Stay at home singles
• Supplementary deterrent
• Broader Market Environment
• Key points
• (Pale) green shoots?
  • Figure 6: Consumer Confidence Index, February 2008-March 2009
  • Figure 7: Trends in personal disposable income and consumer expenditure, 2004-14
• ...or saving for a rainy day?
• AB growth
  • Figure 8: Forecast adult population trends, by socio-economic group, 2004-14
• Flat family
  • Figure 9: Forecast adult population trends, by lifestage, 2004-14
• 25+ potential
  • Figure 10: Trends in the age structure of the UK population, by gender, 2004-14
• Small is beautiful
  • Figure 11: UK household sizes, 2004-14
• Wedding blues
  • Figure 12: Marital status, by gender and age in Great Britain, 2007
• Singles boom
  • Figure 13: Percentage change in adult population, by marital status, for England & Wales, 2007-31
• Taking the long view
  • Figure 14: Population of England & Wales, by age and legal marital status, 1991-2031
• Money matters
  • Figure 15: Sterling exchange rates at the beginning of each year, 2005-09
• Competitive Context
• Key points
• Domestic bounce?
  • Figure 16: Number of adults that have taken a holiday in the past 12 months, 2004-08
• London calling
• Figure 17: UK locations visited on last holiday, 2004-08
• Active solos
  • Figure 18: Places visited in Britain, by who holidaymakers went with, 2008
• Turkey grows as Spain slumps
  • Figure 19: European locations visited on last holiday, 2004-08
• Scandinavian solos
  • Figure 20: Places visited in Europe, by who holidaymakers went with, 2008
• Pyramid pull
  • Figure 21: Places visited outside Europe, 2004-08
• Solos go east, families go west
  • Figure 22: Places visited outside Europe, by who holidaymakers went with, 2008
• Strengths and Weaknesses in the Market
• Strengths
• Singles population growth
• Solo travel strong in key segments
• Online social networking
• Adventurous and experimental solos
• ABC1 third age potential
• Weaknesses
• Traditional formats still dominant
• Financial disincentives and no mainstream
• Singles take fewer holidays
• Recession
• Family obligation
• Market Size
• Key points
• Past and present: Solo penetration stays flat
  • Figure 23: Holidays taken, by who holidaymakers went with on last holiday, 2008
• Demanding couples
  • Figure 24: Estimated holiday volume, by who holidaymakers went with, 2004-08
• Future: Niche needs and alternative formats
  • Figure 25: Cost (excluding spending money) of last holiday, 2004-08
• Cutting back
  • Figure 26: Cost of last holiday, by who holidaymakers went with, 2008
• Segment Performance
• Key points
• Singular behaviour
  • Figure 27: Who singles and non-singles went on holiday with, 2008
• Solos go long-haul
  • Figure 28: Holiday destination, by who holidaymakers went with on last holiday, 2008
  • Figure 29: Estimated holiday volumes split, by region and travelling companions, 2008
• Beach trips fall
  • Figure 30: Holiday type taken for last holiday, 2004-08
• Niche market solos
  • Figure 31: Holiday type taken for last holiday, by who holidaymakers went with, 2008
• All-inclusive surge
  • Figure 32: Type of accommodation for last holiday, 2004-08
• Friends and relations/B&Bs for solos
  • Figure 33: Accommodation type, by who holidaymakers went with, 2008
• Holiday shortening
  • Figure 34: Nights spent away on last holiday, 2004-08
• Solos go long or short
  • Figure 35: Nights spent away, by who holidaymakers went with, 2008
• Companies and Products
• Key points
• Overview
• Soft adventure
• Explore
• Singles specialists
• Just You
• Singular Travel
• Solo' s Holidays
• Wellness/special interest
• Andalucian Adventures
• Skyros Holidays
• Online networking
• 20 Days
• Distribution
• Key points
• Declining high street
  • Figure 36: How last holiday was booked, 2004-08
• Rise of web
  • Figure 37: Method used to book last holiday, 2004-08
• Solos book flight-only
  • Figure 38: How last holiday was booked, by who holidaymakers went with, 2008
  • Figure 39: Method of booking last holiday, by who holidaymakers went with, 2008
• What do Holidaymakers Want?
• Key points
• Relaxation, relaxation and relaxation
  • Figure 40: Key factors of good holidays 2007 and 2009
• Third age culture vultures/nature lovers
• Single socialising
• Space for women
• Who Goes Away With Whom?
• Key points
• Type of holiday
  • Figure 41: Type of holiday taken in the last three years, February 2009
• Solo travel and gender
• Singles/cohabitees more likely to go solo
• Going with friends
• Multi-family holidays
• Stagnant stags
• Appendix -- Market Size
  • Figure 53: Number of people on last holiday, 2004-08
  • Figure 54: How many went on holiday, by who they went with, 2008
• Appendix -- What do Holidaymakers Want?
  • Figure 55: Most important factors of good holidays, by demographic sub-group, February 2009
  • Figure 56: Next most important factors of good holidays, by demographic sub-group, February 2009
• Appendix -- Who Goes Away With Whom?
  • Figure 57: Type of holiday taken in the last three years, by demographic sub-group, February 2009