How heavily is the demand for foreign adventure holidays really dependent on news coverage?

What are the major strengths of this market and how do they allow operators to stimulate growth and significantly widen the consumer base?

How can small scale holiday providers retain their independence and what is the most effective way to target consumers?

Since Mintel last looked at the activity holidays market in Leisure Intelligence, October 1997, the UK's outbound travel industry has been the focus of some very important structural changes. Power among tour operators and travel agents has been consolidated to an unprecedented degree, and low cost airlines have thrown down the gauntlet, challenging the conventions of transport costs within Europe.

How heavily is the demand for foreign adventure holidays really dependent on news coverage?

What are the major strengths of this market and how do they allow operators to stimulate growth and significantly widen the consumer base?

How can small scale holiday providers retain their independence and what is the most effective way to target consumers?

Since Mintel last looked at the activity holidays market in Leisure Intelligence, October 1997, the UK's outbound travel industry has been the focus of some very important structural changes. Power among tour operators and travel agents has been consolidated to an unprecedented degree, and low cost airlines have thrown down the gauntlet, challenging the conventions of transport costs within Europe.

In contrast to the publicity generated by these events, the market under review in this report continues to operate on a smaller scale:

- the majority of activity holidays are taken within the UK - the "domestic" market, which is essentially a stable one, not prone to the volatility of holidays abroad

- these holidays only appeal to a small minority of consumers, drawn from certain lifestage groups and typically with a strong hobby or other interest that they wish to pursue or learn, even on holiday

- the holidays revolve around a certain level of fitness, and usual participation in at least one sport, and this also restricts the market and favours the smaller holiday company.

This report deals exclusively with sporting or physically active holidays rather than cultural or hobby interests which are covered in a separate report on Special Interest Holidays, Leisure Intelligence, December 1998. Other Mintel reports of relevance include:

- Short Breaks Abroad, Leisure Intelligence September 1999

- Golf, Leisure Intelligence, August 1999

- Camping and Caravanning, Leisure Intelligence, May 1999

- Boating Holidays, Leisure Intelligence, March 1999

- Motor Sports, Leisure Intelligence, February 1999

- All-Inclusive Holidays, Leisure Intelligence, February 1999

- Special Report, Holidays, 1999

- Short Breaks in the UK, November 1998