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SPECIAL INTEREST HOLIDAYS-UK-MARCH 2018

Published By :

Mintel

Published Date : Mar 2018

Category :

Travel Services

No. of Pages : N/A

Despite uncertain economic times in the UK there are plenty of opportunities for smaller specialist agents to leverage their expertise in niche markets. More than half of the UK adult population say they are interested in a dedicated special interest holiday. Younger people are looking for ways to discover new passions and interests, and are especially open to using technology to meet new people that share their interests.

Table of Contents

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
3.2 million potential customers for dedicated special interest holidays
Market contraction is possible but potential growth in “add-on” special interest holidays
Figure 1: Preferences for dedicated special interest holidays, December 2017
The consumer
Nearly a third of the population have taken a special interest holiday in the past
Figure 2: Special interest holiday participation, December 2017
High degree of satisfaction amongst special interest holidaymakers
Figure 3: Taking a special interest holiday in the future, December 2017
Specialist travel agents versus independent bookers
Figure 4: Booking special interest holidays, December 2017
UK is a popular destination for special interest holidaymakers
Figure 5: Destinations for special interest holidays, December 2017
Exploring couples’ interests
Figure 6: Preferred travel partner for special interest holidays, December 2017
Could special interest holidays be a way to inspire a carrier change?
Figure 7: Attitudes towards special interest holidays, December 2017
What we think
ISSUES AND INSIGHTS
Special interest breaks can help parents bond with their children
The facts
The implications
Helping special interest holidaymakers connect
The facts
The implications
Independent bookers are using Airbnb Experiences
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
29% of Brits have taken a special interest holiday
A tenth interested in a dedicated special interest holiday
Potential contraction of special interest market in 2018 …
… as growth in the broader overseas holiday market slows
Potential for growth in domestic special interest holidays market
MARKET SIZE
3.2 million potential customers for dedicated special interest holidays …
Market contraction possible but further scope for “add-on” special interest holidays
Figure 8: Preferences for dedicated special interest holidays, December 2017
Potential slowdown in overseas segment opens doors at home
Figure 9: Behaviours related to booking special interest holidays, December 2017
MARKET BACKGROUND
The domestic market; a return to staycations?
Figure 10: Domestic holiday market volume and value* forecast, 2012-22
Figure 11: Forecast of domestic holiday market volume, 2012-22
Overseas volume finally surpasses a milestone, but slowdown expected
Figure 12: Overseas holiday market volume and value*, 2012-22
Figure 13: Forecast of overseas holiday market volume, 2012-22
Most popular hobbies and interest not necessarily the most common for special interest holidays
Figure 14: Hobbies and interest amongst UK consumers, December 2017
Figure 15: Special interest participation, by hobbies and interests, December 2017
Figure 16: Attitudes towards special interest holidays, December 2017
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
TUI recognises Destination Services as a potential growth area
TUI partners with Utrip to leverage data and AI for destination activities
Zero gravity nightclub takes to the skies in Frankfurt
Cox & Kings unveils film-based Finding Your Feet in Rome trip
Croatian company takes wine enthusiasts underwater
Three groups of leading brands in the market
Other key players in the market
LAUNCH ACTIVITY AND INNOVATION
TUI recognises Destination Services as a potential growth area
TUI partners with Utrip to leverage data and AI for destination activities
Zero gravity nightclub takes to the skies in Frankfurt
Figure 17: BigCityBreaks Zero Gravity nightclub
Cox & Kings unveils film-based Finding Your Feet in Rome trip
Croatian company takes wine enthusiasts underwater
Figure 18: Edivo Vina underwater winery in the Croatian town of Dra?e
Special interest growth in the luxury market
COMPANY PROFILES
Three groups of leading brands in the market
Figure 19: Special interest holiday brands that are members of AITO, February 2017
Other key players in the market
Other players in the market
THE CONSUMER – WHAT YOU NEED TO KNOW
Nearly a third of population have taken a special interest holiday
High degree of satisfaction amongst special interest holidaymakers
Specialist travel agents versus independent bookers
Destinations close to home are popular
Most wish to travel with their partner
Local experts are key
SPECIAL INTEREST HOLIDAY PARTICIPATION
Nearly a third of population have taken a special interest holiday
Figure 20: Special interest holiday participation, December 2017
Figure 21: Participants in special interest holidays, by hobbies/interests, December 2017
Younger generations most likely to take special interest holidays
Figure 22: Special interest holiday participation, by age, December 2017
Opportunities for the luxury sector
Figure 23: Special interest holiday participation, by socioeconomic group, December 2017
Gender divide for special interest holidays
Figure 24: Special interest holiday participation, by gender and age, December 2017
Males bigger fans of active hobbies
Figure 25: Hobbies and interests of consumer, by gender, December 2017
FUTURE PLANS FOR SPECIAL INTEREST HOLIDAYS
Satisfaction high amongst special interest holidaymakers
Figure 26: Taking a special interest holiday in the future, December 2017
Figure 27: Interest in going on a special interest holiday, by special interest holiday participation, December 2017
Younger generations are key targets …
Figure 28: Those that have not been on a special interest holiday but are interested in going on one, versus those that have been on one, by age, December 2017
… but brands should not forget about cash-rich, time-rich seniors
Courting middle-aged consumers and families
BOOKING SPECIAL INTEREST HOLIDAYS
Specialist travel agents versus independent bookers
Figure 29: Booking special interest holidays, December 2017
The young and affluent book with specialist agents
Over a third have used Airbnb experiences to book
DESTINATIONS FOR SPECIAL INTEREST HOLIDAYS
UK is a popular destination for special interest holidaymakers
Figure 30: Destinations for special interest holidays, December 2017
Figure 31: Preference for special interest holidays – Home versus abroad, December 2017
France is a key market for special interest holidaymakers
Age bias for staying in the UK offers opportunities
Figure 32: Proportion who selected the UK as a destination for a special interest holidays, December 2017
Younger consumers have a strong preference for overseas
Figure 33: Destinations for special interest holidays, overseas versus UK, December 2017
TURF ANALYSIS – DESTINATIONS FOR SPECIAL INTEREST HOLIDAYS
Methodology
How many destinations should brands offer?
Figure 34: TURF analysis – Destinations of special interest holidays, December 2017
Figure 35: Table – TURF analysis – Destinations of special interest holidays, December 2017
PREFERENCES FOR SPECIAL INTEREST HOLIDAY COMPANIONS
Holiday with partner most popular
Exploring couples’ interests
Figure 36: Preferred travel partner for special interest holidays, December 2017
Helping parents bond with their children
Single parents should not be forgotten
Men prefer to travel solo
Almost a third of solo travellers enjoy being on their own …
Figure 37: Preference for special interest holiday companions, December 2017
… almost two fifths want to meet people with shared interests
Figure 38: Solo versus meeting people, December 2017
ATTITUDES TOWARDS SPECIAL INTEREST HOLIDAYS
Smaller brands need to put consumers’ minds at ease
Expert or local knowledge is important for special interests
Could special interest holidays be a way to inspire a career change?
Figure 39: Attitudes towards special interest holidays, December 2017
Figure 40: Target groups based on statements towards special interest holidays – CHAID – Tree output, December 2017
CHAID ANALYSIS – ATTITUDES TOWARDS SPECIAL INTEREST HOLIDAYS
Methodology
Figure 41: Target groups based on statements towards special interest holidays – CHAID – Tree output, December 2017
Figure 42: Target groups based on statements towards special interest holidays – CHAID – Table output, December 2017
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
APPENDIX – MARKET SIZE AND FORECAST
Forecast methodology

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