Survey of the leisure industry
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Transcript of Survey of the leisure industry
Survey of the leisure travel industry
To find out
How the industry feels it performed this year
compared with last
The industry’s expectations for next year
Industry perceptions of consumer demand and
trends
Aims of the survey
We conducted a survey of senior individuals
working in the leisure travel industry
We used lists of subscribers to e-tid
Individuals were invited to take part by email
In total, 345 online interviews were completed
Method
Who took part in the survey?
Leisure travel sectors worked in
44%
21%
18%
12%
10%
9%
6%
4%
4%
3%
Tour Operator (Outbound)
Hotels / Accommodation
Agent - Retail
Agent - OTA
Aviation
Cruise / Ferry / Rail
Tour Operator (Domestic)
Car Rental
Agent - Other
Coach
Base size: All respondents (345) Note: those working in none of the above sectors were excluded from the survey
Q: Which sector(s) of leisure travel do you principally work in?
Principal activity / role within organisation
29%
27%
17%
6%
5%
5%
5%
1%
6%
MD/CEO/President
Sales and/or Marketing
Commercial/Product
Purchasing/Contracting
Finance/Accounting
Operations
Systems/ Technology
Reservations/Call Centre
Other
Base size: All respondents (345)
Q: What is your principal activity / role within your organisation?
Size of business
2%
6%
6%
6%
6%
10%
12%
52%
0 (sole trader)
1 - 4
5 - 9
10 - 19
20 - 49
50 - 99
100 - 249
250+
Base size: All respondents (345)
Q: About how many people does your business employ?
Where based for work
31%
25%
6%
6%
5%
4%
3%
2%
1%
1%
0%
12%
5%
Greater London
South East
North West
Midlands
East Anglia
Yorkshire & Humberside
South West
Scotland
Northern Ireland
Wales
North East
Outside UK (Europe)
Outside UK (Rest of the World)
Base size: All respondents (345)
Q: Which area of the UK are you principally based in for your work?
Types of leisure travel operated or sold
53%
48%
48%
37%
29%
26%
20%
15%
13%
1%
Resort/Beach
Short Haul
Long Haul
Short Breaks/City Breaks
Cruise
Activity inc Ski
Domestic
Coach Tours
Other
None
Base size: All respondents (345)
Q: Which type(s) of leisure travel does your business principally operate or sell?
Close of half of respondents were outbound tour operators. Hotels and other accommodation providers and retail agents were the next largest sectors.
A large proportion of respondents were senior within their organisations; almost a third were MD/CEO/President.
Over half of respondents worked for large organisations employing over 250 people.
Over half of respondents operated or sold resort / beach holidays. Around half sold / operated long haul and short haul holidays, whilst on 20% were focussed on domestic travel.
Who took part? - summary
Consumer demand during 2012/13
Change in consumer demand since last year
7%
7%
10%
9%
10%
5%
2%
4%
57%
56%
53%
51%
49%
51%
48%
38%
26%
26%
24%
24%
26%
34%
33%
40%
10%
8%
12%
15%
14%
10%
8%
15%
1%
1%
4%
1%
1%
2%
8%
2%
Short haul (166)
Short/city breaks (129)
Long haul (165)
Domestic (68)
Cruise (101)
Resort / beach (182)
Activity inc ski (90)
Coach tours (52)
Greatly increased Increased No change Decreased Greatly decreased Don’t know
Q: How has consumer demand changed since last year for each of these types of holidays? Base size: () those who operate /sell this type of travel
What affected consumer demand?
41%
30%
21%
21%
18%
30%
29%
51%
48%
48%
27%
41%
26%
26%
33%
2%
1%
2%
4%
1%
Weather in the UK
Consumer spendingconfidence
Destination costs
Destination safety
Holiday travel costs
Greatly increased / increased demand No change
Decreased / greatly decreased demand Don't know
Q: How has consumer demand been affected by each of the following?
Base size: all respondents (345)
Perceived consumer trends
50%
30%
10%
31%
30%
39%
18%
38%
49%
1%
2%
2%
Spend on holiday purchase
Number of holidays taken
Duration of holidays
More/increase/longer No change Less/decrease/shorter Don't know
Q1: Would you say that – compared with the previous year – consumers are spending more, less or the same on the purchase of holidays?
Base size: all respondents (345)
Q3: Over the past 3 years, how would you say that the number of holidays consumers take has changed?
Q2: How would you say that the duration of holidays has changed over the past 3 years?
The industry is reporting increases in demand for all types of holiday included in the survey, slightly lower for activity (including ski) holidays and coach tours.
Very few reported decreases, although it should be noted that no questions were asked about changes in company offer (i.e. could have ceased to offer some types of holiday due to decreasing demand)
The weather in the UK was perceived to be most likely to have had a positive effect on consumer demand of all holiday types.
Opinion on consumer confidence in spending was polarised; it was believed to have had the greatest negative effect on demand but many thought it had had a positive effect.
The industry thinks that there has been an overall increase in the amount consumers spend on holiday purchase but that they tend to take fewer holidays and holidays of a shorter duration. This could indicate increases in luxury or all inclusive holidays for example.
Consumer demand – summary
Industry predictions for 2013/14
Advance bookings for 2013/14
9%
12%
7%
51%
54%
44%
23%
18%
34%
12%
12%
13%
1%
2%
3%
2%
2%
All respondents (345)
Tour operator - outbound (152)
Agent - retail (61)
Much stronger Stronger The same Weaker Much weaker Don't know
Most positive sector
Least positive sector
Base size: ()
Q: How are advance bookings in your business for next year compared with this time last year?
Expectations for 2013/14 compared with 2012/13
9%
3%
73%
73%
13%
19%
4%
2%
1%
3%
Own business
UK leisure travel industryas a whole
Much better Better No change Worse Much worse Don’t know
Q: Overall how well do you expect your own business [/ the UK leisure travel industry as w hole] to perform in 2013/14 compare d with 2012/13?
Base size: 345 all respondents
Predicted change in consumer demand by type of holiday
5%
7%
3%
3%
2%
1%
57%
54%
56%
55%
54%
55%
38%
34%
32%
33%
28%
36%
40%
40%
46%
54%
5%
5%
9%
4%
4%
4%
13%
10%
1%
1%
4%
2%
1%
1%
2%
1%
Cruise (101)
Long haul (165)
Activity inc ski (90)
Short/city breaks (129)
Short haul (166)
Resort / beach (182)
Coach tours (52)
Domestic (68)
Greatly increase Increase No change Decrease Greatly decrease Don’t know
Q: Please indicate whether you think consumer demand will increase, decrease or stay the same in 2013/14 compared with the current trading year for each of your business areas shown below Base size: () those who operate /sell this type of holiday / travel
Compare next year’s predicted growth with last year
59%
63%
50%
63%
64%
56%
42%
60%
62%
61%
59%
58%
56%
56%
38%
34%
Cruise (101)
Long haul (165)
Activity inc ski (90)
Short/city breaks (129)
Short haul (166)
Resort / beach (182)
Coach tours (52)
Domestic (68)
% experienced an increase between last year and 2012/13
% expecting an increase between 2012/13 and 2013/14
Base size: () those who operate /sell this type of holiday / travel
Sixty per cent of respondents said that their advance bookings were stronger
than they were at this time last year, compared with only 13% who said they
were weaker.
82% said that they expected their own business to perform better in 2013/14
than it has this year, slightly more than those who thought the industry as a
whole would perform better (76%).
Most holiday types are expected to continue to grow at a rate consistent
with the previous year. Exceptions were:
Activity holidays (including ski) which are expected to grow faster than
the previous year
Short haul, coach tours and domestic holidays are expected to grow less
than they did the previous year, especially domestic holidays
(presumably linked to the good weather in the UK this summer)
Industry predictions - summary
What else does the future hold?
Predicted trends in the industry
18%
6%
1%
7%
4%
1%
67%
63%
66%
57%
50%
48%
37%
16%
17%
10%
19%
27%
27%
30%
41%
45%
61%
31%
1%
9%
6%
5%
12%
10%
12%
21%
50%
3%
3%
1%
3%
4%
1%
5%
1%
3%
Bookings made on mobile…
Online packaged bookings
Overall booking numbers
All inclusive holidays
Dynamic packaging
Consumer holiday spend
Extras purchased at booking
Duration of holidays booked
Bookings through retail agents
Greatly increase Increase No change Decrease / greatly decrease Don’t know
Q: Do you think each of the following will increase, decrease or stay the same in the next 12 months across the whole industry? Base size: all respondents (345)
Predictions by sector Sector What’s hot ? What’s not ?
Tour operators - outbound Bookings made through mobile devices
Online packaged bookings
Consumer holiday spend
Dynamic packaging
Hotels / accommodation Online packaged bookings
Consumer holiday spend
Extras purchased at time of booking
Agent - retail Dynamic packaging
Consumer holiday spend
Bookings through retail agents
Bookings made through mobile devices
Online packaged bookings
Overall booking numbers
Extras purchased at time of booking
Aviation/Cruise/Ferry/Rail All inclusive holidays Overall booking numbers
Dynamic packaging
Consumer holiday spend
Bookings through retail agents
The future of retail agents
Predictions for bookings through retail agents by sector
17%
5%
12%
14%
14%
18%
15%
38%
31%
33%
26%
29%
24%
30%
47%
33%
50%
63%
60%
57%
54%
49%
36%
30%
3%
2%
8%
3%
1%
Total (345)
Aviation/Cruise/Ferry/Rail (64)
Agent - OTA (42)
Agent - Other (14)
Others (37)
Tour Operator - Outbound (152)
Hotels / Accommodation (72)
Agent - Retail (61)
Increase No change Decrease Don't know
Principal sector
Q: Do you think bookings through retail agents will increase, decrease or stay the same over the next 12 months across the whole industry? Base size: () those who work principally in this sector
Overall, more respondents felt that bookings through
retail agents are likely to decline over the next 12
months than they are to increase.
This was felt particularly by aviation/ferry/cruise/rail
companies, of which only 3% felt these bookings are
set to increase.
OTA and ‘other’ agents were also pessimistic about
retail agents.
Retail agents themselves were more positive; fewser
than a third believed their bookings would decline.
Retail agents - summary
Government policy
Attitudes towards APD and financial protection
37%
45%
33%
37%
18%
9%
6%
6%
4%
2%
4%
1%
…abolish APD
...ensure that all holidayssold in the UK are
financially protected
Strongly agree Agree Neither / nor Disagree Strongly disagree Don’t know
Q: Do you agree, disagree or neither that the Government should…
Base size: 345 all respondents
The majority of respondents (70%) agreed that APD should
be abolished, of whom 37% strongly agreed. This was
highest amongst those selling or operating cruises or long
haul travel (48% and 44% respectively) and lowest amongst
hotels / other accommodation (28%).
There was even stronger agreement (82%) that all holidays
sold in the UK should be financially protected. Almost half
(45%) strongly agreed, this ranging from 56% of retail
agents and 52% of tour operators, to 36% of hotels and
33% of aviation/cruise/ferry rail companies.
Government policy - summary
Who’s happy and who’s not?
How happy we are working in the industry (1)
55%
56%
59%
71%
53%
67%
57%
48%
38%
44%
39%
21%
39%
24%
30%
36%
All respondents (345)
Hotels / Accommodation (72)
Aviation/Cruise/Ferry/Rail (64)
Agent - Other (14)
Tour Operator - Outbound (152)
Agent - OTA (42)
Others (37)
Agent - Retail (61)
Very happy Happy
Principal sector
Q: How happy are you working in the travel industry?
Base size: () those who operate /sell this type of travel
How happy we are working in the industry (2)
Q: How happy are you working in the travel industry?
Base size: ()
65%
50%
54%
71%
48%
31%
41%
37%
25%
44%
MD/CEO/President (101)
Others (244)
0-49 employees (90)
50-249 employees (76)
250+ employees (179)
Very happy Happy
Size of company
Principal activity / role
An overwhelming majority (93%) of respondents said
that they were happy or very happy working in the
leisure travel industry.
Those happiest were those in the hotel / other
accommodation sector (100% happy!) and retail agents
the least happy (although still 84% happy!)
The bosses - MDs, CEOs, Presidents - were slightly
happier (96%) than the rest of us (still 91% happy
though!)
Who’s happy? - summary
Katie Bryan-Brown
Head of explore research
T: 0207 871 5550
M: 07743 829 505
W: www.exploreresearch.co.uk
Contact us