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Experience Days Out - UK

DateJan, 2007
Pages85
Price / format$1990 / Online Download
$1990 / Hard Copy Mail Delivery
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Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 Countries covered: United Kingdom

In this report Mintel considers the market for experience days out, and its relationship to the thesis that consumers are becoming jaded by material goods and abandoning traditional leisure activities in favour of rare and exciting experiences. Are experience day operators managing to latch on to this potential? How could they move beyond some of their limitations and grow their market at a faster rate? Where are the future opportunities and what dangers are lurking around the corner?

This report analyses the current make-up and dynamics of the UK experience days out market, past, present and future; investigating the core trends in supply, consumption and new developments impacting on the marketplace.



Table of contents:
Issues in the Market
Main issues
Definition
Abbreviations


Market in Brief
Lower prices driving growth…
…but still seen as expensive
What do you buy the man or woman who has everything?
Tough fight
Adrenaline activities still the most popular…
…but ‘softer’ experiences will drive growth
Gender bending
Living the dream
Older but inexperienced
Extreme fragmentation
Consolidation on the cards
Blurring boundaries


Internal Market Environment
Key points
Are you experienced?
Being, not having
Work/life balance
Under pressure
Got to get out more
Year-round experiences
Christmas is coming
The Black Hole
Online experience
Web-savvy shoppers
Bad publicity


Broader Market Environment
Key points
Creeping pessimism
Figure 1: Trends in GDP, personal disposable income and consumer expenditure, 2001-11
Uncertain climate
Young adults growing fast…
Figure 2: Trends in the age structure of the UK population, by gender, 2001-11
…but population is ageing
ABC1 growth favours upmarket experiences
Figure 3: Forecast adult population trends, by socio-economic group, 2001-11
Some like it hot
Figure 4: UK average mean temperature, rainfall and sunshine hours, 1998-2006


Competitive Context
Key points
The gift market
Gift vouchers
The leisure pound
Figure 5: Consumer expenditure on selected leisure goods and activities, 2001-06
Golden age of leisure


Strengths and Weaknesses in the Market
Strengths
Adventurous consumers
Affordability
Internet
B2B
Weaknesses
Too many links in the chain
Threat of commoditisation
Non-redemption
Lack of industry standards


Market Size, Segmentation and Forecast
Key points
Slow, steady growth since start of the decade
Figure 6: Estimated value and volume of the experience days out market, 2001-11
Approaching the £100 million mark
Figure 7: Estimated value of the experience days out market, 2002-06
Product segmentation
Figure 8: Estimated segmentation of the experience days out market, by value, 2006
Open vouchers
Driving and flying
Pampering and relaxation
Adrenaline/adventure/watersports
The long tail
Developing the experience
Internet to drive growth and diversification
The long tail gets longer
Choice and price key to future development
Holiday experiences


Companies and Products
Key points
Figure 9: Estimated share of experience days out market, by value, 2006
A fragmented supply structure
A shift towards third parties
Arrivals and departures
Third-party intermediaries
Red Letter Days
Market lead maintained after a tricky 2005
Staying ahead of the competition
Buyagift
Personal gifts and motor sports key to the offer
An Internet-led distribution model
Virgin Experience Days
Combining expertise and brand power
Virgin territory
Activity Superstore
A strong presence on the high street
Emphasis on value-added customer service
eXhilaration
Golden Moments
Thanksdarling.com
Others
Specialist third parties
Localised single-experience suppliers


Brand Communication and Promotion
Key points
Figure 10: Advertising spend of selected experience day out operators, 2002-06
Marketing budgets reduced
Direct marketing preferred


The Consumer: Are They Experienced?
Key points
Consumer research
Experience and potential demand
Figure 11: Experience of/interest in experience days out, November 2006
Pent-up demand
Modern consumers keen to live the lifestyle
Ready for take-off
Who is Experienced?
Untapped female demand
Old, but not experienced
Young chicks not yet airborne
Fame and thrills woo the youngest
Family focus?


The Consumer: Are They Experienced? - Detailed Demographics
Figure 12: Experience of and interest in driving and riding days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
Figure 13: Experience of and interest in shooting/archery and sport days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
Figure 14: Experience of and interest in adventure and wildlife/nature days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
Figure 15: Experience of and interest in watersports and hobby/creative days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
Figure 16: Experience of and interest in multi-experience and aviation days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
Figure 17: Experience of and interest in papmer/body and soul and dining days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
Figure 18: Experience of and interest in fame and skydiving/bungee days out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006


The Consumer - How Experienced Are They?
Key points
Experience repertoires
Figure 19: Repertoire of types of experience days out consumers have been on, November 2006
Figure 20: Repertoire of types of experience days out consumers have been on, by type of experience, November 2006
Macho men have most experiences
Figure 21: Repertoire of types of experience days out consumers have been on, by gender, age, socio-economic group, region, presence of children and activities done online, November 2006
How many new experiences do they want?
Figure 22: Repertoire of types of experience days out consumers would like to go on, November 2006
Figure 23: Repertoire of types of experience days out consumers would like to go on, by type of experience, November 2006
Figure 24: Repertoire of types of experience days out consumers would like to go on, by gender, age, socio-economic group, region, presence of children and activities done online, November 2006


The Consumer: Arranging the Experience
Key points
A gift-oriented market?
Figure 25: Statements regarding last experience day out, November 2006
Experiences well received
DIY for the young, while older generations go on the company
Experienced couples
Young ABC1s do it online


The Consumer: Arranging the Experience - Detailed Demographics
Figure 26: Most popular statements regarding last experience day out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006
Figure 27: Next most popular statements regarding last experience day out, by gender, age, region, socio-economic group, presence of children and activities done online, November 2006





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