As the UK holidaymaker becomes more adventurous the demand for activity holidays has grown. It is a flourishing sector, with the overseas sector experiencing growth of 37% between 2000 and 2005, and one that is seeing increasing interest from the large travel groups who are investing heavily in the market and making many acquisitions within this niche sector. The driving demand is also leading to a wider range of activities being offered as holidaymakers seek new skills and new adrenaline sports. It is also no longer the domain of the youth market with operators appealing to a much wider range of holidaymakers including families and those from the third age.

About the Market…

As the UK holidaymaker becomes more adventurous the demand for activity holidays has grown. It is a flourishing sector, with the overseas sector experiencing growth of 37% between 2000 and 2005, and one that is seeing increasing interest from the large travel groups who are investing heavily in the market and making many acquisitions within this niche sector. The driving demand is also leading to a wider range of activities being offered as holidaymakers seek new skills and new adrenaline sports. It is also no longer the domain of the youth market with operators appealing to a much wider range of holidaymakers including families and those from the third age.

About Mintel’s research…

Providing the most innovative consumer research, latest market analysis and most sort after trend data, Mintel’s new report offers you all the insight and inspiration you need to conduct intelligent, successful and customer-focused marketing. Use Mintel’s research to fully come to terms with the market’s dynamics and to:

Track the market’s size, trends and segmentation

Identify and understand the market’s driving forces and the dynamics acting to restrict growth

Learn about the major operators in the activity holidays market

Establish which are the most popular types of activity holiday and the consumers who choose them

Pin-point exactly which consumers intend to go on an activity holiday in the future

Understand consumer attitudes to activity holidays

Assess key target markets, their media habits, demographic breakdown and the marketing messages that will capture their custom

Anticipate future trends and forecast market sales.

Intriguing finding include…

Mintel’s exclusive consumer research conducted for this report shows that 35% of respondents have been on an activity holiday before

In terms of future interest and potential demand snow sports was the number one response at 15% of adults beating walking/hiking by one percentage point. Some 13% of adults are interested in scuba diving (some 10 percentage points higher than actual participation highlighting the sports potential growth).