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SHORT AND CITY BREAKS - UK - JULY 2019

Published By :

Mintel

Published Date : Jul 2019

Category :

Travel Services

No. of Pages : N/A

Short and city breaks refer to overnight trips of one to three nights made for leisure purposes. Short breaks for the purpose of visiting friends and family, business or other purposes are excluded. Data on the size of the domestic market is for Great Britain rather than the United Kingdom (ie Northern Ireland is not included), sourced from GBTS (Great Britain Tourism Survey). Data for the overseas market is for the United Kingdom, sourced from IPS (International Passenger Survey).

“The trend in short breaks is leaning towards high-intensity breaks, built around eye-catching experiences where the experience itself is the central element. Short breaks are an ideal way for tourist boards and travel brands to diversify their product offering and attract people to a wider variety of new holiday types.”

Table of contents
OVERVIEW
What you need to know
Covered in this Report
EXECUTIVE SUMMARY
The market
Rise of the ‘mini-staycation’
Figure 1: Domestic short break market volume forecast, 2014-24
Figure 2: Overseas short break market volume forecast, 2014-24
The consumer
Two thirds of adults take short UK breaks and one in five takes overseas short breaks
Figure 3: Short break taking, UK and overseas, May 2019 versus May 2018
Figure 4: Type of short breaks taken, UK versus abroad, May 2019
Potential for more packaging
Figure 5: Booking methods used for short breaks, UK and abroad, May 2019
A break from the family
Figure 6: Short break behaviours, May 2019
The two key drivers of short break taking are maximising time and money
High-intensity trend
Figure 7: Drivers of short break taking, May 2019
What we think
ISSUES AND INSIGHTS
Alternative bucket-lists
The facts
The implications
Micro-break opportunities
The facts
The implications
Wellness craze
The facts
The implications
Multi-event breaks
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Short breaks fall slightly but remain near record levels
Local markets are key target for mini-staycations
Italy, Portugal & Poland are the fastest-growing overseas destinations
New Eurostar route helps to trigger Tunnel surge
City breakers shopping around for value
Over-tourism beginning to shape consumer behaviour
Climate emergency puts spotlight on air travel emissions
MARKET SIZE AND FORECAST
Short break spending reached a record level in 2018
Figure 8: Total short breaks (1-3 nights), by volume and value*, 2014-24
Short UK breaks have increased 21% over the past decade
Figure 9: Domestic short breaks (1-3 nights), by volume and value, 2014-24
Overseas short breaks have surpassed pre-2008 high
Figure 10: Overseas short breaks (1-3 nights), by volume and value, 2014-24
Forecast
Total market
Figure 11: Total short break market volume forecast, 2014-24
Figure 12: Total short break market value* forecast, 2014-24
Domestic market
Figure 13: Domestic short break market volume forecast, 2014-24
Figure 14: Domestic short break market value* forecast, 2014-24
Overseas market
Figure 15: Overseas short break market volume forecast, 2014-24
Figure 16: Overseas short break market value* forecast, 2014-24
Forecast methodology
SEGMENT PERFORMANCE
South West is most popular region for UK short breaks
Figure 17: Number of domestic (1-3 nights) short breaks, by region visited, 2016-18
Marketing in-region and to adjoining regions should be top priority
Figure 18: Domestic (1-3 nights) short breaks by region visited, by percentage of source market, 2018
City breaks lead in England and Scotland, coastal breaks lead in Wales
Figure 19: Domestic (1-3 nights) short break volumes by country and type of location, 2018
France, Spain & Netherlands are most popular overseas destinations
Italy, Portugal & Poland are fastest growing destinations
Figure 20: Top 10 countries for short breaks (1-3 nights) abroad, by volume, 2014-18
Tunnel crossings rose 22% in 2018
Figure 21: Number of short breaks (1-3 nights) abroad, by mode of travel, 2014-18
Year-round products
Figure 22: Percentage of annual short breaks (1-3 nights) taken by season, UK and abroad, 2018
MARKET BACKGROUND
Consumers are growing jittery but the rising value of wages is helping to cushion confidence
Figure 23: UK average weekly earnings (excluding bonuses)* vs CPI inflation, percentage change year on year, January 2017-May 2019
Pound takes another plunge as Brexit anxieties grow
Figure 24: Pound versus euro exchange rate, June 2016-June 2019
The rising cost of city breaks
Figure 25: City break costs*, 2016-19
Falling air fares helping to compensate for weak Pound
Figure 26: Average annual European Brent Crude oil prices 2013-18, and average monthly prices, January- June 2019
Rising cost of driving stimulates demand for ‘nearcations’
Figure 27: Petrol costs (unleaded 95 octane), January 2016-May 2019
Sustainability and short breaks – over-tourism
Figure 28: Short break sustainability attitudes, May 2019
Sustainability and short breaks - climate emergency
Airlines under scrutiny as pressure to decarbonise grows
Over half of short breakers want to reduce their environmental impact
Flexitarian flyers?
Domestic challenge
COMPANIES AND BRANDS - WHAT YOU NEED TO KNOW
Sustainable city breaks
VR cities
Mini-gap years
TV trend
Black Sea mini-breaks
LAUNCH ACTIVITY AND INNOVATION
Lower impact city breaks
Virtual cities
UK microgapping
Black Sea mini-breaks
‘Set-jetting’ trend continues
Music for airports
THE CONSUMER – WHAT YOU NEED TO KNOW
Domestic short break-taking has risen five percentage points
City breaks dominate both domestic & overseas segments
OTA are used to book almost half of short breaks abroad
One in three parents under 45 have taken a short break without partner and kids
Making leave go further and money-saving are the two key drivers
Micro-break opportunity
Helping the hassled
SHORT BREAK TAKING
Domestic short break taking up five percentage points
Figure 29: Short break taking, UK and overseas, May 2019 versus May 2018
Figure 30: Number of UK short breaks taken, May 2019 versus May 2018
Frequent domestic short breakers
Figure 31: Demographic profile of frequent UK short break takers (3+ trips), May 2019
Overseas short break taking has fallen, but frequency has risen
Figure 32: Number of overseas short breaks taken, May 2019 versus May 2018
Half of ‘regular overseas breakers’ are under 35
Figure 33: Demographic profile of regular overseas short break takers (2+ trips), May 2019
TYPES OF SHORT BREAK
City breaks are most popular domestic product
Figure 34: Type of UK short breaks taken, May 2019 versus May 2018
Countryside breaks can appeal more to urban parents
Under-45s more likely than over-45s to take luxury short breaks
Over half of overseas short breakers take city breaks
Figure 35: Type of overseas short breaks taken, May 2019 versus May 2018
SHORT BREAK BOOKING
OTAs are used for half of overseas breaks
Travel trade opportunity for specialised breaks
Figure 36: Booking methods used for short breaks, UK and abroad, May 2019
Last-minute Londoners
Figure 37: Short break lead-in booking times, UK and abroad, May 2019
SHORT BREAK BEHAVIOURS
Me-time breaks
Insta-tourists and anti-Grammers
Gig economy drives last minute deal hunting
The multi-event weekend
Experience planners
Figure 38: Short break behaviours, May 2019
SHORT BREAK ATTITUDES & OPPORTUNITIES
Saving money and ‘making my leave go further’ are key motivations for short breaks
Figure 39: Drivers of short break taking, May 2019
City collectors
Micro-breaks
Foodie breaks
Figure 40: Future short break opportunities, May 2019
Complete wellness breaks
Figure 41: Short and city breaks – CHAID – Tree output, May 2019
Hyperactives & experimentalists
Pioneers
De-hassling the city break
Figure 42: Short break attitudes, May 2019
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Definitions
Abbreviations
Consumer research methodology
CHAID methodology
APPENDIX – MARKET SIZE AND FORECAST
Domestic
Figure 43: Domestic short breaks (1-3 nights) taken by UK residents, volume forecast, 2019-24
Figure 44: Domestic short breaks (1-3 nights) taken by UK residents, value* forecast, 2019-24
Overseas
Figure 45: Overseas short breaks (1-3 nights) taken by UK residents, volume forecast, 2019-24
Figure 46: Overseas short breaks (1-3 nights) taken by UK residents, value* forecast, 2019-24
Forecast methodology

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