Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast of number of holidays at centres, 2006-16
- Market factors
- Six in 10 are domestic breaks
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- Figure 2: Domestic holiday volume, 2005-10
- Remaining UK holidaymakers spent more in 2010
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- Figure 3: Average spend per trip, 2005-10
- Tank troubles
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- Figure 4: Average annual unleaded petrol price, 2005-10
- Family fortunes
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- Figure 5: Forecast adult population trends, by lifestage, 2011-16
- Companies, brands and innovation
- Pontins
- Expansion for Butlins and Center Parcs
- 75 years young
- Innovations
- The consumer
- Half have visited or want to
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- Figure 6: Holiday centre visits, August 2011
- Week-long trips most likely
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- Figure 7: Length of last holiday centre visit, August 2011
- Most see centres as ‘great for children’
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- Figure 8: Most popular attitudes towards holiday centres, August 2011
- What we think
Issues in the Market
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- How can operators capitalise on predicted growth in the number of children?
- Can holiday centres turn increased petrol costs to their advantage?
- Can holiday centres better engage with the growing – and under-served – single population in the UK?
- How best can holiday centres appeal to consumers who have not yet been but express an interest in doing so?
Future Opportunities
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- Trend: Edutainment
- Trend: Carnivore, Herbivore...Locavore
Internal Market Environment
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- Key points
- Recession boosts domestic holidays
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- Figure 9: Domestic and overseas holiday volume, 2005-10
- Counting the cost
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- Figure 10: Domestic and overseas holidays expenditure, 2005-10
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- Figure 11: Average spend per trip, 2005-10
- Fuel pain
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- Figure 12: Crude oil prices, 2005-11
- Figure 13: Average annual unleaded petrol and diesel prices, 2005-10
- Figure 14: Escalation of price of motor fuel and oil, January 2009-August 2011
- Short break supremacy
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- Figure 15: UK domestic holiday visits, by number of nights, 2006-10
- Summer uncertainty
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- Figure 16: Mean annual temperatures and rainfall, 1960-2010
- Pontins pushed to the brink
- Butlins hits 75
Broader Market Environment
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- Key points
- Growth – and confidence – in the doldrums
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- Figure 17: GDP quarterly percentage change, Q1 2006-Q2 2011
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- Figure 18: GfK NOP Consumer Confidence Index, January 2008-September 2011
- The young and the old
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- Figure 19: Trends in the age structure of the UK population, 2006-16
- Figure 20: Forecast adult population trends, by lifestage, 2006-16
- Single surge
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- Figure 21: UK households, by size, 2006-16
- Online opportunities
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- Figure 22: Broadband penetration, by demographics, 2006-11
Competitive Context
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- Key points
- Brits love the beach
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- Figure 23: Holiday type taken in the UK in the last 12 months, 2010 and 2011
- Hotels top holiday choices
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- Figure 24: Type of accommodation used for UK holiday, 2010 and 2011
Who’s Innovating?
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- Key points
- 75 years young
- Alternative guests
- On-screen
- Corporate appeal
- Ash cloud action and activity passes at Haven
- Online and on-call for offers
- Accommodation innovation
Market Size and Forecast
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- Key points
- Holiday centres make hay while the sun shines
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- Figure 25: Volume and value of the UK holiday centres market, 2006-16
- 2011 – growth from 2010
- Investment and the future
- Forecast
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- Figure 26: Forecast of number of holidays at centres, 2006-16
- Figure 27: Forecast of value of holidays at centres, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- School’s out
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- Figure 28: When holiday/short break taken – school holidays, 2010 and 2011
- Car’s the star
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- Figure 29: Main method of travel to holiday, 2010 and 2011
Market Share
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- Key points
- Little recent change to outlet numbers
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- Figure 30: Key brands: Holiday centres and parks, 2011
- For sale and sold
Companies and Products
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- Bourne Leisure
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- Figure 31: Financial performance of Bourne Leisure Holdings Limited, 2008 and 2009
- Butlins
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- Figure 32: Financial performance of Butlins Skyline Limited, 2008 and 2009
- Haven Holidays
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- Figure 33: Financial performance of Haven Leisure Limited, 2008 and 2009
- Warner Leisure
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- Figure 34: Financial performance of Bourne Holidays, 2008 and 2009
- Center Parcs
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- Figure 35: Financial performance of Center Parcs UK, 2009 and 2010
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- Figure 36: New activities for 2011/12
- John Fowler Holidays
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- Figure 37: Financial performance of John Fowler Holidays Ltd, 2009 and 2010
- Park Holidays
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- Figure 38: Financial performance of Park Holidays UK Limited, 2008 and 2009
- Park Resorts
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- Figure 39: Financial performance of Park Resorts Limited, 2009 and 2010
- Parkdean Holidays
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- Figure 40: Financial performance of PD Parks Holdings Ltd, 2010 and 2011
- Pontins
Channels to Market
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- Key points
- Online on top
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- Figure 41: Sources of information used for holiday, 2010 and 2011
- Own arrangements win out
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- Figure 42: Holiday booking method, 2010 and 2011
Holiday Centre Visits
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- Key points
- Interest is 50/50
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- Figure 43: Holiday centres visited in the last two years, August 2011
- Who goes?
- Potentials and their potential
Length of Holiday Centre Visit
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- Key points
- One-week break wins out
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- Figure 44: Length of holiday centre visit, August 2011
- Money makes for short breaks
- Long and the short of it
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- Figure 45: Length of holiday centre visit, by holiday centres visited, August 2011
Who Visitors Went With, and What They Went For
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- Key points
- Family first
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- Figure 46: Who holiday centre visitors went with, August 2011
- Seeking summer sun
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- Figure 47: Last holiday centre visit, August 2011
What People Think of Holiday Centres
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- Key points
- Away with the kids
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- Figure 48: Attitudes towards holiday centres, August 2011
- A family affair
- Weather-proof push
- People with plans
- Capitalising on the potentials
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- Figure 49: Attitudes towards holiday centres, by most popular holiday centres visited, August 2011
- Figure 50: Attitudes towards holiday centres, by next most popular holiday centres visited, August 2011
Targeting Opportunities
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- Key points
- Target groups
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- Figure 51: Holiday centres target groups, August 2011
- Holiday Centre Happy
- Demographic profile
- Family Centred
- Demographic profile
- Doing it For The Kids
- Demographic profile
- Off-centre
- Demographic profile
Appendix – Market Size and Forecast
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- Figure 52: Number of holidays at centres, market volume and forecast, best and worst case scenarios, 2011-16
- Figure 53: Value of holidays at centres, market value and forecast, best and worst case scenarios, 2011-16
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Appendix – Holiday Centre Visits
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- Figure 54: Most popular holiday centres visited, by demographics, August 2011
- Figure 55: Next most popular holiday centres visited, by demographics, August 2011
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Appendix – Length of Holiday Centre Visit
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- Figure 56: Length of holiday centre visit, by demographics, August 2011
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Appendix – Who Visitors Went With, and What They Went For
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- Figure 57: Last holiday centre visit, by who holiday centre visitors went with, August 2011
- Figure 58: Last holiday centre visit, by length of holiday centre visit, August 2011
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- Figure 59: Who holiday centre visitors went with, by demographics, August 2011
- Figure 60: Most popular last holiday centre visit, by demographics, August 2011
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- Figure 61: Next most popular last holiday centre visit, by demographics, August 2011
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Appendix – What People Think of Holiday Centres
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- Figure 62: Attitudes towards holiday centres, by length of holiday centre visit, August 2011
- Figure 63: Attitudes towards holiday centres, by who holiday centre visitors went with, August 2011
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- Figure 64: Attitudes towards holiday centres, by most popular type of last holiday centre visit, August 2011
- Figure 65: Attitudes towards holiday centres, by next most popular type of last holiday centre visit, August 2011
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- Figure 66: Most popular attitudes towards holiday centres, by demographics, August 2011
- Figure 67: Next most popular attitudes towards holiday centres, by demographics, August 2011
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Appendix – Targeting Opportunities
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- Figure 68: Holiday centres visited, by target groups, August 2011
- Figure 69: Length of holiday centre visit, by target groups, August 2011
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- Figure 70: Who holiday centre visitors went with, by target groups, August 2011
- Figure 71: Last holiday centre visit, by target groups, August 2011
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- Figure 72: Attitudes towards holiday centres, by target groups, August 2011
- Figure 73: Target groups, by demographics, August 2011
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