Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Abbreviations
Premier Insight
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- Attracting affluent customers
- Appealing to the grey market
- Togethering
Summary of Key Report Findings
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- Short-term challenges and long-term opportunities
- Volume growth steady, but price increases fuel rising market value
- Domination of a few brands and operators; increasing private equity ownership in holiday parks
- Customer base shifts towards females and C1s
- Over half the population still not interested
- Internet usage growing fast amongst holiday centre visitors
- Greater sophistication and diversification
Market Factors
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- The economy and consumer confidence
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- Figure 1: Trends in GDP, personal disposable income and consumer expenditure, 2000-10
- The holiday market
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- Figure 2: The domestic and overseas holiday market, 2000-06
- Multiple holiday-taking
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- Figure 3: Proportion of holidaymakers by number of holidays booked, 2000-04
- Demographic trends
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- Figure 4: Forecast adult population trends, by lifestage group, 2000-10
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- Figure 5: Forecast adult population trends, by socio-economic group, 2000-10
- Internet usage
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- Figure 6: British Internet penetration at home/work/place of study or elsewhere, 2001-05
- Holiday trends
Market Size and Trends
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- Figure 7: Number of holidays at UK holiday centres, 2000-05
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- Figure 8: Value of the UK holiday centres market, 1999-2005
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Market Segmentation
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- Traditional holiday centres
- Forest villages
- Holiday parks
- Niche markets
The Supply Structure
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- Background
- Leading owners
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- Figure 9: Leading owners of holiday centres in the UK, 2005
- Figure 10: Leading individual brands of holiday centre, 2005
- Bourne Leisure
- Butlins
- Haven & British Holidays
- Warner
- Center Parcs
- Pontins
- GB Holiday Parks/Park Resorts
- Parkdean
- Cinque Ports
- John Fowler Holidays
- Hoseasons
The Consumer
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- Figure 11: Holiday parks visited during the past two years, October 2003 and 2005
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- Figure 12: Holiday parks visited during the past two years, crossed, October 2005
- Holiday centre visits by demographics
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- Figure 13: Holiday parks visited during the past two years, by gender, age, socio-economic group, marital and working status, October 2005
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- Figure 14: Holiday parks visited during the past two years, by TV region and ACORN group, October 2005
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- Figure 15: Holiday parks visited during the past two years, by detailed lifestage and presence of children in household, October 2005
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- Figure 16: Holiday parks visited during the past two years, by daily newspaper readership, Internet usage and TV viewing, October 2005
- Types of holidays at holiday centres
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- Figure 17: Length of stay of last visit to holiday park in past two years, October 2005
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- Figure 18: Length of stay of last visit to holiday park in past two years by centre visited, October 2005
- Types of holidays at holiday centres by demographics
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- Figure 19: Length of stay of last visit to holiday park in past two years, by gender, age, socio-economic group, marital and working status, October 2005
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- Figure 20: Length of stay of last visit to holiday park in past two years, by TV region and ACORN group, October 2005
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- Figure 21: Length of stay of last visit to holiday park in past two years, by detailed lifestage and presence of children in household, October 2005
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- Figure 22: Length of stay of last visit to holiday park in past two years, by daily newspaper readership, Internet usage and TV viewing, October 2005
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Consumer Attitudes and Targeting Opportunities
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- Attitudes towards holiday centres
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- Figure 23: Attitudes towards holiday centres, October 2005
- Attitudes towards holiday centres by parks visited
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- Figure 24: Attitudes towards holiday centres by parks visited, October 2005
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- Figure 25: Further respondents’ agreement levels with statements on holiday centres, October 2005
- Summary of recommendations
- Targeting opportunities
- Happy Campers (13% of population or 6.4 million adults)
- Happy Families (11% of population or 5.4 million adults)
- Potentials (17% of population or 8.3 million adults)
- A-broad Minded (59% of the population or 28.9 million adults)
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- Figure 26: Holiday centre target groups, by gender, age, socio-economic group, marital and working status, October 2005
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- Figure 27: Holiday centre target groups, by TV region and ACORN group, October 2005
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- Figure 28: Holiday centre target groups, by detailed lifestage and presence of children in household, October 2005
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- Figure 29: Holiday centre typologies, by daily newspaper readership, Internet usage and TV viewing, October 2005
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- Figure 30: Attitudes towards holiday parks by target groups, October 2005
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- Figure 31: Holiday parks visited by target groups, October 2005
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- Figure 32: Duration of last visit by target groups, October 2005
Detailed Demographics
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- Attitudes to holiday centres
- Most popular attitudes
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- Figure 33: Most popular attitudes towards statements on holiday centres, by gender, age, socio-economic group, marital and working status, October 2005
- Figure 34: Most popular attitudes towards statements on holiday centres, by TV region and ACORN group, October 2005
- Figure 35: Most popular attitudes towards statements on holiday centres, by detailed lifestage and presence of children in household, October 2005
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- Figure 36: Most popular attitudes towards statements on holiday centres, by newspaper readership, Internet usage and TV viewing, October 2005
- Other attitudes
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- Figure 37: Other attitudes towards statements on holiday centres, by gender, age, socio-economic group, marital and working status, October 2005
- Figure 38: Other attitudes towards statements on holiday centres, by TV region and ACORN group, October 2005
- Figure 39: Other attitudes towards statements on holiday centres, by detailed lifestage and presence of children in household, October 2005
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- Figure 40: Attitudes towards statements on holiday centres, by newspaper readership, Internet usage and TV viewing, October 2005
The Future
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- Short-term uncertainty; long-term robustness
- Polarisation of products
- Second homes
- Expansion to come from within – sophistication and diversification
- Private equity investment
Forecast
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- Figure 41: Forecast of the holiday centres market, by value, 2005-10
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- Figure 42: Forecast for the holiday centres market, by volume, 2005-10
- Factors used in the forecast
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