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Holiday Centres - UK - February 2010

ISSUES IN THE MARKET
Key issues
Definitions
Abbreviations
FUTURE OPPORTUNITIES
Austerity down on the farm
An end to ‘everything for everyone’
MARKET IN BRIEF
Invest and conquer
The bigger picture
The holiday centre appeal
Diversity and diversify
Internet intensifies
Whatever next?
INTERNAL MARKET ENVIRONMENT
Key points
Home holidays ahead
Figure 1: Domestic vs overseas holidays, 2004-09
Overseas expenditure falls
Figure 2: Domestic and overseas holidays expenditure, 2004-09
Two thirds take holidays
Figure 3: Percentage of adults booking domestic and overseas holidays, 2009
Short and sweet UK breaks
Figure 4: Length of last UK holiday, 2005-09
Figure 5: Month when last UK holiday began, 2005-09
Down came the rain
Figure 6: Mean annual temperatures and rainfall, 1960-2009
Concerts and festivals
Mainland invasion
BROADER MARKET ENVIRONMENT
Key points
Crawling out of recession
Figure 7: GDP, PDI, consumer expenditure and savings, at constant 2004 prices, 2004-14
More families with younger children on the horizon
Figure 8: Trends in the age structure of the UK population, by gender, 2004-14
AB increase
Figure 9: Forecast adult population trends, by socio-economic group, 2004-14
Rise of the retired
Figure 10: Forecast adult population trends, by lifestage, 2004-14
One-person household surge
Figure 11: UK households, by size, 2004-14
Internet maturing, broadband base widens
Figure 12: British internet penetration at home/work/place of study or elsewhere, by gender, socio-economic group, age, region and working status, 2004-09
Figure 13: Broadband internet connection at home over time, by gender, age and socio-economic group, 2004-09
Exchange rates reckoning
Figure 14: Exchange rates for Sterling against selected currencies as at 9 December 2005-09
COMPETITIVE CONTEXT
Key points
Figure 15: Outbound holiday visits, by region and key countries visited, 2005-09
E‘value’ate
Bucket and spade
Figure 16: Type of holiday taken for last UK holiday, 2005-09
Come stay with me
Figure 17: Type of accommodation used for last domestic holiday, 2005-09
Holiday centres outperform expenditure rise
Figure 18: Domestic holidays expenditure and value of UK holiday centres market, 2004-09
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Snow and Spa at Butlins
Wi-Fi access from BT
X Factor Redcoats
Not snowed under
Treasure hunting
MARKET SIZE AND FORECAST
Key points
Value continues to rise
Figure 19: Volume and value of the UK holiday centres market, 2004-14
The past
The present
The future
SEGMENT PERFORMANCE
Key points
Ever shorter experiences
Figure 20: Length of stay at holiday centres, 2005-09
Unseasonal adventure
Figure 21: Month when last holiday began, 2005-09
Figure 22: When holiday taken, 2008 and 2009
The car’s the star
Figure 23: Main method of travel to holiday, 2005-09
Caravans being chased
Figure 24: Type of holiday accomodation, 2005-09
Book ’n go
Figure 25: Advance booking, 2005-09
Safety in numbers
Figure 26: Number of group members in last holiday centre holiday, 2005-09
Figure 27: Who went on holiday with, 2008 and 2009
Budget beating
Figure 28: Cost of holiday, 2005-09
MARKET SHARE
Key points
Main brands
Figure 29: Key brands: holiday centres and parks, 2010
Figure 30: Holiday camp use, by type of accomodation, 2009
COMPANIES AND PRODUCTS
Key points
Bourne Leisure Group
Figure 31: Bourne Leisure Holdings Limited UK financials, 2007 and 2008
Butlins
Figure 32: Butlins Skyline UK financials, 2007 and 2008
Haven Holidays
Warner Leisure Hotels
Figure 33: Bourne Holidays Limited UK financals, 2007 and 2008
Center Parcs
Figure 34: Center Parcs UK financials, 2008 and 2009
Park Holidays UK
Figure 35: Park Holidays UK financials, 2007 and 2008
Parkdean Holidays
Figure 36: Parkdean Holidays UK financials, 2008 and 2009
Park Resorts Limited
Figure 37: Park Resorts Limited UK financials, 2007 and 2008
Pontin’s Holiday Parks
Figure 38: Pontin’s UK financials, 2007 and 2008
South Lakeland Parks
Figure 39: South Lakeland Parks Limited UK financials, 2007 and 2008*
CHANNELS TO MARKET
Key points
Online for ideas…
Figure 40: Sources of information used for holiday, 2005-09
…as shop/phone use falls
Figure 41: Holiday booking method, 2005-09
HOLIDAY CENTRE VISITORS
Key points
Figure 42: Holiday centres visited in the last two years, December 2009
Focus and customer base
Potentials vs Rejectors
TYPE OF HOLIDAY CENTRE STAY
Key points
Figure 43: Statements regarding last visit to a holiday centre, December 2009
One week, midweek
Who takes what and where
ATTITUDES TOWARDS HOLIDAYS CENTRES
Key points
Figure 44: Attitudes towards holiday centres, December 2009
Positive people
Family negatives, going abroad and food
2010 plan
TARGETING OPPORTUNITIES
Key points
Figure 45: Holiday centre target groups, December 2009
Figure 46: Attitudes towards holiday centres, by target groups, December 2009
Pro-Centre
Value Seekers
Family Focused
Doing it For the Kids
Low Interest
APPENDIX – HOLIDAY CENTRE VISITORS
Figure 47: Most popular holiday centres visited in the last two years, by demographics, December 2009
Figure 48: Next most popular holiday centres visited in the last two years, by demographics, December 2009
APPENDIX – TYPE OF HOLIDAY CENTRE STAY
Figure 49: Statements regarding last visit to a holiday centre, by holiday centres visited in the last two years, December 2009
Figure 50: Statements regarding last visit to a holiday centre, by demographics, December 2009
APPENDIX – ATTITUDES TOWARDS HOLIDAY CENTRES
Figure 51: Most popular attitudes towards holiday centres, by demographics, December 2009
Figure 52: Next most popular attitudes towards holiday centres, by demographics, December 2009
APPENDIX – TARGETING OPPORTUNITIES
Figure 53: Holiday centres visited in the last two years, by target groups, December 2009
Figure 54: Statements regarding last visit to a holiday centre, by target groups, December 2009
Figure 55: Target groups, by demographics, December 2009

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