This report from Mintel examines key consumer attitudes towards both package and independent holidays, and examines which type of holiday consumers anticipate taking in future.
It forecasts both markets to 2016, and looks at the challenges and opportunities operators face, especially from the ‘turn to Europe’ and the ramifications of unrest across many (previously) popular destinations.
Some questions answered in the report include:
- What can tour operators do to benefit from recent trends in overseas destination choice?
- How can independent holiday providers capitalise on the ‘turn to Europe’ of 2011?
- Which demographic trends offer opportunities for package and independent holiday providers, and how can they benefit?
In share terms, packages have increased to an estimated 40 per cent of the market, marking two consecutive years of growth.
In 2011 there was a strong increase in the number of such trips taken to traditional favourite European destinations, driven by unrest across the Middle East/North Africa and resulting consumer concern. In addition, the all-inclusive model has continued to prove particularly popular.
More than one in two people think that package holidays are the best option for visiting unfamiliar countries outside of Europe, up from just over four in ten since April 2011.
In addition, more consumers than ever now appreciate the fact that package holidays 'save a lot of time and effort when booking a holiday' and 'remove all the hassles [so] you can just relax and enjoy the holiday', suggesting that operators stand to benefit by emphasising the ‘ease of use’ aspects of their products.
What this means for your business
Consider how you can work with other operators in your area to 'package' products and services and make the purchasing process as easy as possible, particularly for overseas visitors.