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Holiday Centres - UK - February 2006

INTRODUCTION AND ABBREVIATIONS
Definitions
Consumer research
ACORN
 ABBREVIATIONS
PREMIER INSIGHT
Attracting affluent customers
Appealing to the grey market
Togethering
SUMMARY OF KEY REPORT FINDINGS
Short-term challenges and long-term opportunities
Volume growth steady, but price increases fuel rising market value
Domination of a few brands and operators; increasing private equity ownership in holiday parks
Customer base shifts towards females and C1s
Over half the population still not interested
Internet usage growing fast amongst holiday centre visitors
Greater sophistication and diversification
MARKET FACTORS
The economy and consumer confidence
Figure 1: Trends in GDP, personal disposable income and consumer expenditure, 2000-10
The holiday market
Figure 2: The domestic and overseas holiday market, 2000-06
Multiple holiday-taking
Figure 3: Proportion of holidaymakers by number of holidays booked, 2000-04
Demographic trends
Figure 4: Forecast adult population trends, by lifestage group, 2000-10
Figure 5: Forecast adult population trends, by socio-economic group, 2000-10
Internet usage
Figure 6: British Internet penetration at home/work/place of study or elsewhere, 2001-05
Holiday trends
MARKET SIZE AND TRENDS
Figure 7: Number of holidays at UK holiday centres, 2000-05
Figure 8: Value of the UK holiday centres market, 1999-2005
MARKET SEGMENTATION
Traditional holiday centres
Forest villages
Holiday parks
Niche markets
THE SUPPLY STRUCTURE
Background
Leading owners
Figure 9: Leading owners of holiday centres in the UK, 2005
Figure 10: Leading individual brands of holiday centre, 2005
Bourne Leisure
Butlins
Haven & British Holidays
Warner
Center Parcs
Pontins
GB Holiday Parks/Park Resorts
Parkdean
Cinque Ports
John Fowler Holidays
Hoseasons
THE CONSUMER
Figure 11: Holiday parks visited during the past two years, October 2003 and 2005
Figure 12: Holiday parks visited during the past two years, crossed, October 2005
Holiday centre visits by demographics
Figure 13: Holiday parks visited during the past two years, by gender, age, socio-economic group, marital and working status, October 2005
Figure 14: Holiday parks visited during the past two years, by TV region and ACORN group, October 2005
Figure 15: Holiday parks visited during the past two years, by detailed lifestage and presence of children in household, October 2005
Figure 16: Holiday parks visited during the past two years, by daily newspaper readership, Internet usage and TV viewing, October 2005
 TYPES OF HOLIDAYS AT HOLIDAY CENTRES
Figure 17: Length of stay of last visit to holiday park in past two years, October 2005
Figure 18: Length of stay of last visit to holiday park in past two years by centre visited, October 2005
 TYPES OF HOLIDAYS AT HOLIDAY CENTRES BY DEMOGRAPHICS
Figure 19: Length of stay of last visit to holiday park in past two years, by gender, age, socio-economic group, marital and working status, October 2005
Figure 20: Length of stay of last visit to holiday park in past two years, by TV region and ACORN group, October 2005
Figure 21: Length of stay of last visit to holiday park in past two years, by detailed lifestage and presence of children in household, October 2005
Figure 22: Length of stay of last visit to holiday park in past two years, by daily newspaper readership, Internet usage and TV viewing, October 2005
CONSUMER ATTITUDES AND TARGETING OPPORTUNITIES
 ATTITUDES TOWARDS HOLIDAY CENTRES
Figure 23: Attitudes towards holiday centres, October 2005
Attitudes towards holiday centres by parks visited
Figure 24: Attitudes towards holiday centres by parks visited, October 2005
Figure 25: Further respondents’ agreement levels with statements on holiday centres, October 2005
Summary of recommendations
 TARGETING OPPORTUNITIES
Happy Campers (13% of population or 6.4 million adults)
Happy Families (11% of population or 5.4 million adults)
Potentials (17% of population or 8.3 million adults)
A-broad Minded (59% of the population or 28.9 million adults)
Figure 26: Holiday centre target groups, by gender, age, socio-economic group, marital and working status, October 2005
Figure 27: Holiday centre target groups, by TV region and ACORN group, October 2005
Figure 28: Holiday centre target groups, by detailed lifestage and presence of children in household, October 2005
Figure 29: Holiday centre typologies, by daily newspaper readership, Internet usage and TV viewing, October 2005
Figure 30: Attitudes towards holiday parks by target groups, October 2005
Figure 31: Holiday parks visited by target groups, October 2005
Figure 32: Duration of last visit by target groups, October 2005
DETAILED DEMOGRAPHICS
 ATTITUDES TO HOLIDAY CENTRES
Most popular attitudes
Figure 33: Most popular attitudes towards statements on holiday centres, by gender, age, socio-economic group, marital and working status, October 2005
Figure 34: Most popular attitudes towards statements on holiday centres, by TV region and ACORN group, October 2005
Figure 35: Most popular attitudes towards statements on holiday centres, by detailed lifestage and presence of children in household, October 2005
Figure 36: Most popular attitudes towards statements on holiday centres, by newspaper readership, Internet usage and TV viewing, October 2005
Other attitudes
Figure 37: Other attitudes towards statements on holiday centres, by gender, age, socio-economic group, marital and working status, October 2005
Figure 38: Other attitudes towards statements on holiday centres, by TV region and ACORN group, October 2005
Figure 39: Other attitudes towards statements on holiday centres, by detailed lifestage and presence of children in household, October 2005
Figure 40: Attitudes towards statements on holiday centres, by newspaper readership, Internet usage and TV viewing, October 2005
THE FUTURE
Short-term uncertainty; long-term robustness
Polarisation of products
Second homes
Expansion to come from within – sophistication and diversification
Private equity investment
FORECAST
Figure 41: Forecast of the holiday centres market, by value, 2005-10
Figure 42: Forecast for the holiday centres market, by volume, 2005-10
 FACTORS USED IN THE FORECAST

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