Albany, NY -- (SBWIRE) -- 10/15/2014 -- Access to a wealth of digital resources while traveling could see holidaymakers do less research before leaving the UK and instead turn to discovery and impulse-based decisions while travelling. This provides brands with a largely new channel for targeting and engaging with holidaymakers.

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Table of Content

Introduction

Definition
Abbreviations

Executive Summary

The market
Short break market to remain largely flat through to 2019
Figure 1: Total short break market volume, 2009-19
High travel costs to depress domestic market
Figure 2: Domestic short break market volume, 2009-19
Economic recovery and increased competition to drive overseas growth
Figure 3: Overseas short break market volume, 2009-19

Market factors
The impact of costs on consumer sentiment is mixed
British Pound has performed well in the first half of 2014
Jet fuel price remains high but competition is driving down airfares
High domestic travel costs depress regional tourism

Companies, brands and innovation
Flybe to launch a hop-on, hop-off FlyShuttle service
Google acquires smart city guide startup, Jetpac
British Airways and Iberia let customers lock in fares for 72 hours
The Poshpacker targets millennials with cheap, boutique hotels

The consumer
Two thirds have taken a short break in the UK in the past year
Figure 4: Short breaks taken in the last 12 months, June 2014
England remains the most popular short break destination
Figure 5: Last short break taken, June 2014
Low-cost airlines are the favoured transport choice for overseas breaks
Figure 6: Transport used for last short break, by Last short break taken, June 2014
Exploration is the most popular short break activity
Figure 7: Activities carried out on last short break, June 2014
Corporate partnerships are a key vehicle for boosting tourist interest
Search engines are the primary research source for choosing activities
Figure 8: Research method used for choosing activities, June 2014
Brands need to encourage social recommendations
A quarter say they did no research into activities
Last minute deals are a key driver behind choosing short breaks
Figure 9: Attitudes towards short breaks, June 2014
Interest in lodging services is highest among under-35s and tunnel users
Rail operators could benefit from convergence in the airline market

What we think

Issues and Insights

How can travel brands capitalise on European telecoms market reforms?
The facts
The implications
What impact will AirBnB have on the short break market?
The facts
The implications

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Trend Application

Guiding Choice
Influentials
Mintel Futures: Human

Market Drivers

Key points
The impact of costs on consumer sentiment is mixed
Figure 10: Post Office city costs barometer 2014
British Pound has performed well in the first half of 2014
Figure 11: Foreign exchange rate index, GBP against selected short break destination currencies, January 2012-July 2014
Jet fuel price remains high but competition is driving down airfares
Figure 12: Jet fuel prices, Pound Sterling per gallon, January 2010-May 2014
High domestic travel costs depress regional tourism
Figure 13: Petrol and diesel pump price, January 2010-June 2014
Figure 14: UK rail fares index, 2004-13

Who’s Innovating?

Key points
Flybe to launch a hop-on, hop-off FlyShuttle service
Google acquires smart city guide startup Jetpac
British Airways and Iberia let customers lock in fares for 72 hours
The Poshpacker targets millennials with cheap, boutique hotels

Market Size and Forecast

Key points
Short break market to remain largely flat through to 2019
Figure 15: Short breaks taken by UK residents, 2009-19
High travel costs to depress domestic market
Figure 16: Domestic short breaks taken by UK residents, 2009-19
Economic recovery and increased competition to drive overseas growth
Figure 17: Overseas short breaks taken by UK residents, 2009-19
Fan charts
Total market
Figure 18: Total short break market volume, 2009-19
Figure 19: Total short break market value, 2009-19
Domestic market
Figure 20: Domestic short break market volume, 2009-19
Figure 21: Domestic short break market value, 2009-19
Overseas market
Figure 22: Overseas short break market volume, 2009-19
Figure 23: Overseas short break market value, 2009-19
Forecast methodology

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