"I went away in June simply because I had spent 3 months working so hard and ... I just really wanted to relax. Sun for me is about relaxing, doing as little as possible and having a really indulgent time."

Consumer quote from this report

In 1999, the British will take an estimated 97 million holidays, spending £22.5 billion in the process. From the slopes of Sweden to the coves of Cornwall via the heights of the Himalayas, the UK holiday maker will seek sun, sand, surf and snow this year. With the industry restructuring itself for the new century, Booking Holidays by Lifestage, is a new consumer report into the holiday market in the UK.

"I went away in June simply because I had spent 3 months working so hard and ... I just really wanted to relax. Sun for me is about relaxing, doing as little as possible and having a really indulgent time."

Consumer quote from this report

In 1999, the British will take an estimated 97 million holidays, spending £22.5 billion in the process. From the slopes of Sweden to the coves of Cornwall via the heights of the Himalayas, the UK holiday maker will seek sun, sand, surf and snow this year. With the industry restructuring itself for the new century, Booking Holidays by Lifestage, is a new consumer report into the holiday market in the UK.

"As long as there's a clean pool and a nice beach and the sun shines."

Consumer quote from this report

With a glamorous consumer image, the UK holiday industry is in fact a highly stable market with 'lifestage' being possibly the single most important factor in determining holiday choice. Booking Holidays by Lifestage is the first market report of its kind, building on a range of generic information previously studied in other Leisure Intelligence reports. From the independently-booked pre-family exploratory adventure or clubbing extravaganza through to the stay at home or world-trip ambition of post family, this report covers the gamut of the lifestage holiday experience.

Tour operators and travel agents have been through an extraordinary process of consolidation recently with the pace of industry change leaving them with little time to concentrate on new marketing and targeting, this report looks at the latest trends and the many factors which can influence consumer choice. Determining the changing role of the travel agent and more sophisticated marketing for the more sophisticated consumer, Booking Holidays by Lifestage looks at distribution and booking methods and the influence of Internet access to lifestage booking procedures.

"My best holiday was the month after I left university. I just went on a tour all the way across Canada, so it was driving, flying, catching the train sort of thing, doing camping and that was just brilliant."

Consumer quote from this report

This holiday buying behaviour is matched to media consumption enabling data analysis by lifestage groups, determining key influences on the decision making process, sources of information, the relationship between expectations and levels of satisfaction, and brand loyalty.

Aligned to findings from other field surveys and additional data from focus group comments, this report examines which aspect of the lifestage is likely to:

· holiday abroad, rather than in the UK

· concentrate their holidays in the summer months (July and August)

· take a greater number of holidays than the average for all UK adults

· take one holiday in the year, with a bias to the UK rather than abroad

"If the kids aren't happy, you're not happy."

Consumer quote from this report

Encouraged by strong early bookings for holidays abroad in 1999, Booking Holidays by Lifestage makes forecasts for the holiday market. Don't forget the sunscreen!