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Holiday Centres - UK - October 2011

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Forecast of number of holidays at centres, 2006-16
Market factors
Six in 10 are domestic breaks
Figure 2: Domestic holiday volume, 2005-10
Remaining UK holidaymakers spent more in 2010
Figure 3: Average spend per trip, 2005-10
Tank troubles
Figure 4: Average annual unleaded petrol price, 2005-10
Family fortunes
Figure 5: Forecast adult population trends, by lifestage, 2011-16
Companies, brands and innovation
Pontins
Expansion for Butlins and Center Parcs
75 years young
Innovations
The consumer
Half have visited or want to
Figure 6: Holiday centre visits, August 2011
Week-long trips most likely
Figure 7: Length of last holiday centre visit, August 2011
Most see centres as ‘great for children’
Figure 8: Most popular attitudes towards holiday centres, August 2011
What we think
ISSUES IN THE MARKET
How can operators capitalise on predicted growth in the number of children?
Can holiday centres turn increased petrol costs to their advantage?
Can holiday centres better engage with the growing – and under-served – single population in the UK?
How best can holiday centres appeal to consumers who have not yet been but express an interest in doing so?
FUTURE OPPORTUNITIES
Trend: Edutainment
Trend: Carnivore, Herbivore...Locavore
INTERNAL MARKET ENVIRONMENT
Key points
Recession boosts domestic holidays
Figure 9: Domestic and overseas holiday volume, 2005-10
Counting the cost
Figure 10: Domestic and overseas holidays expenditure, 2005-10
Figure 11: Average spend per trip, 2005-10
Fuel pain
Figure 12: Crude oil prices, 2005-11
Figure 13: Average annual unleaded petrol and diesel prices, 2005-10
Figure 14: Escalation of price of motor fuel and oil, January 2009-August 2011
Short break supremacy
Figure 15: UK domestic holiday visits, by number of nights, 2006-10
Summer uncertainty
Figure 16: Mean annual temperatures and rainfall, 1960-2010
Pontins pushed to the brink
Butlins hits 75
BROADER MARKET ENVIRONMENT
Key points
Growth – and confidence – in the doldrums
Figure 17: GDP quarterly percentage change, Q1 2006-Q2 2011
Figure 18: GfK NOP Consumer Confidence Index, January 2008-September 2011
The young and the old
Figure 19: Trends in the age structure of the UK population, 2006-16
Figure 20: Forecast adult population trends, by lifestage, 2006-16
Single surge
Figure 21: UK households, by size, 2006-16
Online opportunities
Figure 22: Broadband penetration, by demographics, 2006-11
COMPETITIVE CONTEXT
Key points
Brits love the beach
Figure 23: Holiday type taken in the UK in the last 12 months, 2010 and 2011
Hotels top holiday choices
Figure 24: Type of accommodation used for UK holiday, 2010 and 2011
WHO’S INNOVATING?
Key points
75 years young
Alternative guests
On-screen
Corporate appeal
Ash cloud action and activity passes at Haven
Online and on-call for offers
Accommodation innovation
MARKET SIZE AND FORECAST
Key points
Holiday centres make hay while the sun shines
Figure 25: Volume and value of the UK holiday centres market, 2006-16
2011 – growth from 2010
Investment and the future
Forecast
Figure 26: Forecast of number of holidays at centres, 2006-16
Figure 27: Forecast of value of holidays at centres, 2006-16
Forecast methodology
SEGMENT PERFORMANCE
Key points
School’s out
Figure 28: When holiday/short break taken – school holidays, 2010 and 2011
Car’s the star
Figure 29: Main method of travel to holiday, 2010 and 2011
MARKET SHARE
Key points
Little recent change to outlet numbers
Figure 30: Key brands: Holiday centres and parks, 2011
For sale and sold
COMPANIES AND PRODUCTS
Bourne Leisure
Figure 31: Financial performance of Bourne Leisure Holdings Limited, 2008 and 2009
Butlins
Figure 32: Financial performance of Butlins Skyline Limited, 2008 and 2009
Haven Holidays
Figure 33: Financial performance of Haven Leisure Limited, 2008 and 2009
Warner Leisure
Figure 34: Financial performance of Bourne Holidays, 2008 and 2009
Center Parcs
Figure 35: Financial performance of Center Parcs UK, 2009 and 2010
Figure 36: New activities for 2011/12
John Fowler Holidays
Figure 37: Financial performance of John Fowler Holidays Ltd, 2009 and 2010
Park Holidays
Figure 38: Financial performance of Park Holidays UK Limited, 2008 and 2009
Park Resorts
Figure 39: Financial performance of Park Resorts Limited, 2009 and 2010
Parkdean Holidays
Figure 40: Financial performance of PD Parks Holdings Ltd, 2010 and 2011
Pontins
CHANNELS TO MARKET
Key points
Online on top
Figure 41: Sources of information used for holiday, 2010 and 2011
Own arrangements win out
Figure 42: Holiday booking method, 2010 and 2011
HOLIDAY CENTRE VISITS
Key points
Interest is 50/50
Figure 43: Holiday centres visited in the last two years, August 2011
Who goes?
Potentials and their potential
LENGTH OF HOLIDAY CENTRE VISIT
Key points
One-week break wins out
Figure 44: Length of holiday centre visit, August 2011
Money makes for short breaks
Long and the short of it
Figure 45: Length of holiday centre visit, by holiday centres visited, August 2011
WHO VISITORS WENT WITH, AND WHAT THEY WENT FOR
Key points
Family first
Figure 46: Who holiday centre visitors went with, August 2011
Seeking summer sun
Figure 47: Last holiday centre visit, August 2011
WHAT PEOPLE THINK OF HOLIDAY CENTRES
Key points
Away with the kids
Figure 48: Attitudes towards holiday centres, August 2011
A family affair
Weather-proof push
People with plans
Capitalising on the potentials
Figure 49: Attitudes towards holiday centres, by most popular holiday centres visited, August 2011
Figure 50: Attitudes towards holiday centres, by next most popular holiday centres visited, August 2011
TARGETING OPPORTUNITIES
Key points
 TARGET GROUPS
Figure 51: Holiday centres target groups, August 2011
Holiday Centre Happy
Demographic profile
Family Centred
Demographic profile
Doing it For The Kids
Demographic profile
Off-centre
Demographic profile
APPENDIX – MARKET SIZE AND FORECAST
Figure 52: Number of holidays at centres, market volume and forecast, best and worst case scenarios, 2011-16
Figure 53: Value of holidays at centres, market value and forecast, best and worst case scenarios, 2011-16
APPENDIX – HOLIDAY CENTRE VISITS
Figure 54: Most popular holiday centres visited, by demographics, August 2011
Figure 55: Next most popular holiday centres visited, by demographics, August 2011
APPENDIX – LENGTH OF HOLIDAY CENTRE VISIT
Figure 56: Length of holiday centre visit, by demographics, August 2011
APPENDIX – WHO VISITORS WENT WITH, AND WHAT THEY WENT FOR
Figure 57: Last holiday centre visit, by who holiday centre visitors went with, August 2011
Figure 58: Last holiday centre visit, by length of holiday centre visit, August 2011
Figure 59: Who holiday centre visitors went with, by demographics, August 2011
Figure 60: Most popular last holiday centre visit, by demographics, August 2011
Figure 61: Next most popular last holiday centre visit, by demographics, August 2011
APPENDIX – WHAT PEOPLE THINK OF HOLIDAY CENTRES
Figure 62: Attitudes towards holiday centres, by length of holiday centre visit, August 2011
Figure 63: Attitudes towards holiday centres, by who holiday centre visitors went with, August 2011
Figure 64: Attitudes towards holiday centres, by most popular type of last holiday centre visit, August 2011
Figure 65: Attitudes towards holiday centres, by next most popular type of last holiday centre visit, August 2011
Figure 66: Most popular attitudes towards holiday centres, by demographics, August 2011
Figure 67: Next most popular attitudes towards holiday centres, by demographics, August 2011
APPENDIX – TARGETING OPPORTUNITIES
Figure 68: Holiday centres visited, by target groups, August 2011
Figure 69: Length of holiday centre visit, by target groups, August 2011
Figure 70: Who holiday centre visitors went with, by target groups, August 2011
Figure 71: Last holiday centre visit, by target groups, August 2011
Figure 72: Attitudes towards holiday centres, by target groups, August 2011
Figure 73: Target groups, by demographics, August 2011

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