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Winter Holidays Abroad - UK - May 2017

Published By :

Mintel

Published Date : May 2017

Category :

Travel Services

No. of Pages : N/A

Ski resorts need to be prepared for future winters with late snowfall. There is a market for non-ski snow holidays so operators need to do more to promote the facilities and non-skiing activities available. Avid skiers are likely to wait until later in the season to visit Europe or may seek out destinations outside of Europe resulting in further demand for China and Canada/USA.

Table of Content

OVERVIEW
What you need to know
Covered in this Report

EXECUTIVE SUMMARY
The market
Confidence is high post Brexit…
…but consumers more tactical about overseas destination choice
Market forecast to grow further
Figure 1: Forecast of winter holidays abroad market volume, 2016/17-2021/22
Companies and brands
TUI and Thomas cook remain top
Figure 2: Company market volumes in winter package holidays abroad, 2016/17
The consumer
Decline in short UK trips and longer European holidays
Figure 3: Changes in types of holidays taken/booked 2015/16 vs 2016/17, March 2017
What we think

ISSUES AND INSIGHTS
How can tour operators and ski resorts combat the impact of late snow fall?
The facts
The implications
How can European winter holiday destinations encourage UK consumers to visit if they choose to cut back on winter and overseas breaks?
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Confidence is high post Brexit…
…but consumers more tactical about overseas destination choice
Market forecast to grow further
Figure 4: Forecast of winter holidays abroad market volume, 2016/17-2021/22
UK winter holidaymakers go abroad most in October with February increasingly popular
Most Brits book their winter trip independently
Short-haul trips continue to rise
Terrorism impacts on winter sun destinations
Late snowfall effecting ski resorts

MARKET SIZE AND FORECAST
Confidence is high post Brexit…
…but consumers more tactical about overseas destination choice
Figure 5: Winter holidays abroad, volume, value and average spend, 2011/12-2021/22
Figure 6: Forecast of winter holidays abroad market volume, 2016/17-2021/22
Figure 7: Forecast of winter holidays abroad market value, 2016/17-2021/22
Forecast methodology

MARKET SEGMENTATION
UK winter holidaymakers go abroad most in October with February increasingly popular
Figure 8: Winter holidays abroad, market volume, by month, percentage analysis, 2012/13-2015/16
Most Brits book their winter trip independently
Figure 9: Winter holidays abroad, market volume, by package vs independent, percentage analysis, 2012/13-2015/16
Winter breaks usually less than two weeks
Figure 10: Winter holidays abroad, market volume, by duration, percentage analysis, 2012/13-2015/16
Short-haul trips continue to rise
Figure 11: Winter holidays abroad, market volume, by short-haul vs long-haul, percentage analysis, 2012/13-2015/16
Terrorism impacts winter sun destinations
Figure 12: Winter holidays abroad, market volume, by destination country, 2014/15-2015/16, ranked on 2014/15 top 20
Brits flock to the Nordic regions while impact of terror attacks revealed
Figure 13: Winter holidays abroad, percentage change 2014/15-2015/16
Late snow fall effecting ski resorts

CHANNELS TO MARKET
Online booking still preferred

MARKET DRIVERS
Brits continue to take more overseas holidays
Figure 14: Overseas holidays volume and value trends, 2010-16
Operators flexing around terrorism impact
Hygge effect not all positive for overseas travel
Northern Lights continue to appeal
Ski destinations popular with non-skiers
Christmas cruises prove popular
The rise of health and wellness

COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
TUI and Thomas Cook remain top
Donation to team GB for winter Olympics
Incentives from Esprit Ski
Jet2 add 1 million extra seats for Winter 2017/2018

MARKET SHARE
TUI and Thomas Cook remain on top
Figure 15: Company market volume shares in winter package holidays abroad, 2016/17

LAUNCH ACTIVITY AND INNOVATION
Technology is being used at all touchpoints from inspiration…
…to booking
Building a holiday itinerary…
And even while away
Making the booking process more fun
Allowing customers to give back
Vouchers being used as incentives for customers and agents
New flights and developments for Winter 2016/17 snow holidays
The Epic pass gets more epic
China set to be the next big thing
Snowsports: destinations of the future?
Operators and airlines adapt to cater for terror impact

THE CONSUMER – WHAT YOU NEED TO KNOW
Summer more popular time to take holidays except short breaks outside of Europe
Decline in short UK trips and longer European holidays
Summer holidays seen as main trip for majority of Brits
Half of Brits open to influence when booking winter breaks
Political instability remains an issue for many
Spain remains top choice for a European winter getaway
Booking process similar for winter snow and beach getaways
Younger Brits most likely to seek winter snow
Winter snow fans most keen to see Northern Lights

WINTER VERSUS SUMMER HOLIDAYS
Summer more popular time to take holidays except short breaks outside of Europe
Figure 16: Types of holidays taken/booked in 12 months since 1 April 2016, March 2017
Holidaymakers going away in summer more but less for short winter trips
Older consumers holiday less
Figure 17: Types of holidays taken/booked in 12 months since 1 April 2015 vs 12 months since April 2016, March 2017
Decline in short UK trips and longer European holidays
Figure 18: Changes in Types of holidays taken/booked 2015/16 vs 2016/17, March 2017

ATTITUDES TOWARDS WINTER HOLIDAYS ABROAD
Summer holidays seen as main trip for majority of Brits
Golden opportunity for long-stay winter breaks
Winter holidays back on the agenda for a third
Figure 19: General attitudes towards winter holidays, March 2017

SOURCES OF INSPIRATION AND CONSIDERATIONS WHEN BOOKING A WINTER HOLIDAY
Half of Brits open to influence when booking winter breaks
Men a key audience for travel companies
Families on the hunt for deals
Political instability remains an issue for many
City dwellers and snowsports fans more open to risks
A third impacted by risk of adverse weather
Figure 20: Sources of inspiration and considerations for winter holidays, March 2017

INTENT TO VISIT EUROPEAN WINTER HOLIDAY DESTINATIONS
Spain remains top choice for European winter getaway
Figure 21: European winter holiday destinations visited/planned to visit in 2017/18 vs 2016/17, March 2017

INTENT TO VISIT NON-EUROPEAN WINTER HOLIDAY DESTINATIONS
USA remains top choice for long-haul winter holidays
Older travellers and families most keen to stay in Europe
Appetite for Egypt on the up
Figure 22: Non-European winter holiday destinations visited/planned to visit in 2017/18 vs 2016/17, March 2017

ATTITUDES TOWARDS WINTER SNOW HOLIDAYS ABROAD
Booking process similar for winter snow and beach getaways
Young affluent favour travel agents for winter snow breaks
Opportunity to upsell at booking
Figure 23: Attitudes towards winter snow holiday activities and booking process, March 2017
Londoners and families open to new ski spots
Figure 24: Attitudes towards future snowsports holidays, March 2017

SNOW HOLIDAYS TAKEN
Younger Brits most likely to seek winter snow
Figure 25: Snow holiday bookings (taken or booked) for Winter 2016/17, March 2017

OCCASIONS FOR SNOW HOLIDAY
Family trip most common for snow holidays
Figure 26: Occasions for snow holiday (taken or booked) for Winter 2016/2017, March 2017
Parents and children most likely to be hitting the slopes together
Figure 27: Family members on snow holiday (taken or booked) for Winter 2016/2017, March 2017

PARTICIPATION AND INTEREST IN SNOWSPORTS ACTIVITIES
Winter snow fans most keen to see Northern Lights
Holidaymakers keen to explore snow country
Older adults may be drawn to snowy climates by new activities
Figure 28: Participation in snowsports and activities (taken or booked) for Winter 2016/2017, March 2017

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

APPENDIX – MARKET SIZE AND FORECAST
Figure 29: Forecast of winter holidays abroad, market volume, 2015/16-2020/21
Figure 30: Forecast of winter holidays abroad, market value, 2015/16-2020/21
Forecast methodology

APPENDIX – MARKET SEGMENTATION
Figure 31: Winter holidays abroad, market volume, by month, 2012/13-2015/16
Figure 32: Winter holidays abroad, market volume, by package vs independent, 2012/13-2015/16
Figure 33: Winter holidays abroad, market volume, by duration, percentage analysis, 2012/13-2015/16
Figure 34: Winter holidays abroad, market volume, by short-haul vs long-haul, percentage analysis, 2012/13-2015/16
Figure 35: Winter holidays abroad, market volume, by age, percentage analysis, 2012/13-2015/16

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