Table of Contents
Issues in the Market
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- Key issues
- Definitions
- Abbreviations
Future Opportunities
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- Holidays as play
- Play Ethic
- Learning outside of the box
- Mismatched Opportunities
- Moral re-armament
Market in Brief
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- Beyond fly and flop
- Getting involved
- Feeling the pinch
- Growth potential
- The real thing
- Recruiting ground
Internal Market Environment
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- Key points
- Decade of growth ends
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- Figure 1: Domestic and overseas holidays, by volume, 2004-09
- Purse strings tighten
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- Figure 2: Domestic and overseas holidays, by value, 2004-09
- Polarised trends
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- Figure 3: Number of UK and overseas holidays taken, 2004-08
- Low-cost catalyst
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- Figure 4: Scheduled passengers carried by easyJet and Ryanair, 2004-09
- Hobbies get time-squeezed
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- Figure 5: Weekday time spent on hobbies and sports, by holidaymakers, 2004-08
- Holiday boffins
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- Figure 6: Any interest in academic subjects, by holidaymakers, 2008
- Growing divide in adult education
- Learning revolution
- Democratisation or dumbing down?
Broader Market Environment
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- Key points
- Hopes of recovery
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- Figure 7: GfK NOP Consumer Confidence Index, June 2008-May 2009
- Spending falls
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- Figure 8: Trends in personal disposable income and consumer expenditure, 2004-14
- Hols still top priority
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- Figure 9: Expenditure priorities for the year ahead, January 2008 and 2009
- Growing ABs demand holiday learning
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- Figure 10: Forecast adult population trends, by socio-economic group, 2004-14
- Holidays to grow older and wiser?
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- Figure 11: Forecast adult population trends, by lifestage, 2004-14
- Expanding age groups have growth potential
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- Figure 12: Trends in the age structure of the UK population, by gender, 2004-14
- Going solo
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- Figure 13: UK household sizes, 2004-14
- Learning from Web 2.0
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- Figure 14: British internet penetration at home/work/place of study or elsewhere, by gender, age, socio-economic group, region and working status, 2004-09
- Non-eurozone trips to grow further
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- Figure 15: Sterling exchange rates at the beginning of each year, 2005-09
Competitive Context
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- Key points
- Degree of conservatism
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- Figure 16: Type of holiday taken for last holiday, 2004-08
- Back to the beach?
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- Figure 17: Type of holiday taken for last holiday abroad, 2004-08
- Head for the hills
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- Figure 18: Type of holiday taken for last domestic holiday, 2004-08
Strengths and Weaknesses in the Market
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- Strengths
- LCC expansion
- ‘Binge’ learning and authenticity
- Future growth potential
- Favourable population trends
- Careerist breaks
- Weaknesses
- Impact of recession
- Reliance on ‘top-up’ holidays
- Body vs mind
- Young adult bias of harder learning holidays
- Small companies lack ‘voice’ in market
Who’s Innovating?
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- Key points
- Combined learning
- Back to basics
- When in Rome
- The real thing
- Blue sky thinking
- Time travel
- Space odyssey
Market Size
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- Key points
- Recent holiday learning activity
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- Figure 19: Learning on holiday in the past, April 2009
- Specialist learning hols take a hit
- Future growth curve expected
Segment Performance
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- Key points
- Niche markets
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- Figure 20: All activities enjoyed on holiday, by holidaymakers, 2008
- Sports/physical activity tuition
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- Figure 21: Activity holidays, 2004-08
- Creative learning holidays
- Language learning holidays
- Cultural/historical holidays
- Schools education
Companies and Products
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- Key points
- Overview
- Andalucian Adventures
- Cactus Language
- Club Dance Holidays
- English Heritage
- GoLearnTo.com
- Holidaybreak plc (NST)
- Light & Land
- Martin Randall Travel
- On The Menu
- The School of Life
- Warner Leisure Hotels
- Experience aggregators
Distribution
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- Key points
- Internet becomes dominant booking channel
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- Figure 22: How last holiday was booked and method used to book last holiday, 2004-08
- High street looks to home?
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- Figure 23: How last domestic holiday was booked and method used to book last domestic holiday, 2004-08
- Seeking sanctuary?
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- Figure 24: How last overseas holiday was booked and method used to book last overseas holiday, 2004-08
What People Look for in a Holiday
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- Key points
- Relaxation the main component
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- Figure 25: Key factors of good holidays, April 2009
- Lexicon of learning
Actual Experience of Learning on Holiday
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- Key points
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- Figure 26: Learning on holiday in the past, April 2009
- Broad appeal of soft learning
- Young adults seek harder holiday learning
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- Figure 27: Most popular learning activities on holiday in the past, by things looked for in a holiday, April 2009
- Culture/nature crossover
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- Figure 28: Next most popular learning activities on holiday in the past, by things looked for in a holiday, April 2009
- Sporting chance
Learning From Holiday Intentions
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- Key points
- Local knowledge most popular
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- Figure 29: Learning from holiday intentions, April 2009
- Learning potential
- Female enthusiasm
- Older singles seek learning packages
Attitudes Towards Learning From Holidays
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- Key points
- The majority can take it or leave it
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- Figure 30: Attitudes towards learning from holidays, April 2009
- No philistines
- Learning materials
- Harder learning attitudes
- Different learning styles
Targeting Opportunities
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- Key points
- Target groups
- Travel broadens the mind
- Learning for softies
- Floppers
- Apathetic
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- Figure 31: Things looked for in a holiday, by target group, April 2009
- Social learning
- Me-time for softies
- Past learning experiences by target group
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- Figure 32: Learning on holiday in the past, by target group, April 2009
- Future learning experiences by target group
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- Figure 33: Learning on holiday in the future, by target group, April 2009
- Language and skills hols have real growth potential
Appendix – What People Look For On Holiday
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- Figure 34: Most popular factors looked for in a holiday, by demographic sub-group, April 2009
- Figure 35: Next most popular factors looked for in a holiday, by demographic sub-group, April 2009
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- Figure 36: Least popular factors looked for in a holiday, by demographic sub-group, April 2009
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Appendix – Actual Experience of Learning on Holiday
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- Figure 37: Most popular learning on holiday in the past, by demographic sub-group, April 2009
- Figure 38: Next most popular learning on holiday in the past, by demographic sub-group, April 2009
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Appendix – Learning Intentions
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- Demographics
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- Figure 39: Most popular learning on holiday in the future, by demographic sub-group, April 2009
- Figure 40: Next most popular learning on holiday in the future, by demographic sub-group, April 2009
Appendix – Attitudes Towards Learning From Holidays
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- Figure 41: Most popular attitudes towards learning from holidays, by demographic sub-group, April 2009
- Figure 42: Next most popular attitudes towards learning from holidays, by demographic sub-group, April 2009
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- Figure 43: Most popular attitudes towards learning from holidays, by learning on holiday in the future, April 2009
- Figure 44: Next most popular attitudes towards learning from holidays, by learning on holiday in the future, April 2009
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Appendix – Targeting Opportunities
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- Figure 45: Target groups, by demographic sub-group, April 2009
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