Domestic Tourism Industry Trend, Size, Share, Growth and Research Analysis in UK 2014

The ‘little and often’ short break trend can be developed into the idea of ‘portfolio holidays’ in which consumers can be encouraged to create a rich diversity of leisure experiences (eg R&R/active/learning etc) appropriate to their multi-faceted identities and interests, including a mix of overseas/domestic trips. Travel agents and online intermediaries also need to think more in terms of cross-selling top-up breaks in the UK to their customers who are buying holidays abroad.

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Table of Content

Introduction
Definition
Abbreviations

Executive Summary
The market
Figure 1: Domestic holidays volume forecast 2014-19
Figure 2: Domestic holidays value forecast 2014-19
Domestic tourism under pressure but staycation trend is far from over
Market factors
Confidence returns but wage growth is low
Figure 3: GfK/NOP Consumer Confidence Index, January 2011-August 2014
Figure 4: UK average weekly earnings (excl bonuses)* vs CPI inflation, percentage change year-on-year, January 2013-June 2014
Pound’s revival is a threat to four or more night UK holidays
Honey, I shrunk the holidays
Figure 5: Average length of domestic holiday visits, 2007-13
Companies, brands and innovation
Holiday centres
Self-catering rentals
Hotels
Making waves
The consumer
Nearly half of adults take a UK holiday
Figure 6: Types of holiday taken in the past 12 months, June 2014
Affluent over-45s are multiple short breakers
Figure 7: Number of short breaks taken in the UK in the past 12 months, June 2014
Domestic holidays are ‘doing holidays’
Figure 8: Activities done on UK holidays in the past 12 months, June 2014
Consumer intentions remain positive towards domestic holidays
Figure 9: Holiday taking over the past 12 months vs intentions to take a holiday in the next 12 months, June 2014
What we think

Issues and Insights
How can domestic tourism capitalise on the shortening of holiday durations?
The facts
The implications
What are the key opportunities in urban, coastal and rural domestic tourism?
The facts
The implications
How can domestic tourism attract more visitors out of season?
The facts
The implications

Trend Application
Secret, Secret
Open Diary
Never Say Die

Market Drivers
Key points
UK economy returns to pre-crisis size
Figure 10: UK GDP growth, Q1 2008-Q1 2014
Figure 11: GfK/NOP Consumer Confidence Index, January 2011-August 2014
Growth at both ends of spectrum
Figure 12: How respondents would describe their financial situation, May 2014
Figure 13: UK average weekly earnings (excl bonuses)* vs CPI inflation, percentage change year-on-year, January 2013-June 2014
Overall holiday market context
Figure 14: Domestic and overseas holiday volumes, 2008-13
Figure 15: Domestic vs overseas holidays expenditure, 2008-13
Spanish revival gathers pace
Figure 16: Top 15 overseas destinations for UK holidaymakers, 2008-13
Sterling rise presents growing challenge
Figure 17: Sterling exchange rate, 2009-14
Spanish prices drop by a third since 2009
Figure 18: Holiday living costs*, comparison of leading resorts, 2014
Figure 19: Post Office City Costs Barometer, 2014
Domestic visitor attractions up in 2013
Figure 20: Year-on-year percentage change in visits to attractions in England, 2009-13
Figure 21: Top 10 free visitor attractions in England, by visitor numbers, 2009-13
Figure 22: Top 10* paid visitor attractions in England, by visitor numbers, 2009-13
Prices stabilise but high fuel costs are ‘new normal’
Figure 23: Petrol/diesel costs, January 2009-August 2014
Volatile weather patterns continue
Figure 24: Mean UK annual temperatures and rainfall, 1960-2013
Figure 25: UK weather trends, 2008-13
Growth at both ends of spectrum
Figure 26: Trends in the age structure of the UK population, by gender, 2009-19
BME growth and tourism

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Who's Innovating?
Key points
Sounds of Britain
The power of nostalgia
Accessibility
Technology - immersion
Technology - escape
Rural adventures
Dark sky thinking

Market Size and Forecast
Key points
Market sees slight decline in 2012/13
Figure 27: Domestic tourism volume, expenditure, nights and average spend in Great Britain, 2008-18
New breed of bargain hunters
2014 and beyond
Forecast
Figure 28: Domestic holidays volume forecast 2014-19
Figure 29: Domestic holidays value forecast 2014-19
Forecast methodology

Segment Performance
Key points
Holidays get shorter and shorter
Figure 30: Average length of domestic holiday visits, 2007-13
Figure 31: Short vs long holidays in Great Britain, by volume, 2008-13
Figure 32: Short vs long holidays in Great Britain, by value, 2008-13
One in five UK trips are to South West
Figure 33: Domestic holiday volumes in Great Britain, by region visited, 2008-13
Urban tourism trend
Figure 34: Holiday volumes in Great Britain, by type of destination*, 2008-13
Other cities taking market share from London
Figure 35: Top 20 English towns, by volume of holiday visits, 2010-13
Camping & caravanning disappointment
Figure 36: Number of domestic holiday trips in Great Britain, by type of accommodation, 2010-13
Peaks and troughs
Figure 37: Holiday volumes in Great Britain, by month, 2009-13
Figure 38: Holiday volumes in Great Britain, percentage share by quarter, 2013
Age profile of domestic tourism
Figure 39: Age composition of domestic and overseas holidays taken by people aged 16+, 2013
Figure 40: Age composition of domestic holidays taken by people aged 16+, 2008-13
Socio-economic profile of domestic tourism
Figure 41: Socio-economic composition of domestic holidays, 2008-13

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