ResearchMoz.us include new market research report" Short/City Breaks - UK - September 2014" to its huge collection of research reports.
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.
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
All
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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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