| Mainstream holidays in the UK have changed | | | | the weather would be nice next June! |
| enormously in the last ten years as companies | | | | |
| and tourism businesses struggled to cope with | | | | The final, and possibly the most important, |
| the constantly changing customer | | | | factor in the changes to the UK market was |
| requirements. This has presented the tourism | | | | the arrival of the 'low-cost operator'. So |
| industry with a series of new challenges that | | | | not only could you book late using the |
| are currently sculpting a new type of travel | | | | internet, you now had the freedom to go |
| business. | | | | anywhere (roughly with a five hour flight |
| | | | time) at the drop of the hat. The short break |
| To understand how the industry has changed | | | | market, which had become increasingly |
| and grown it is necessary to look at the | | | | important to the UK holiday businesses as |
| internal and external influences that have | | | | traditional one and two weeks holidays |
| forced this shift in the UK market These | | | | dwindled, was facing competition with any |
| factors can be attributed to a number of | | | | city destination in Europe. Now a B&B in Bath |
| changes in society, changes in technology and | | | | had to compete with a hotel in Budapest. |
| infrastructural developments that have result | | | | |
| in the world becoming a much smaller place. | | | | So all of these factors, coupled with changes |
| However, to look at the first big change we | | | | in customer needs, resulted in a whole new |
| need to go back 25 years. | | | | series of challenges for the UK tourism |
| | | | industry. |
| The UK holiday market was still in a | | | | |
| relatively secure position, with a large | | | | Potters holiday resort is on the Norfolk |
| percentage of its holidaymakers still taking | | | | Suffolk coast in the East of England and |
| UK breaks in cottages, holiday parks, B&B's | | | | their website can be found at However, the |
| and hotels. Then in the 80's cheap package | | | | UK market hasn't stood still and to both |
| holidays had an enormous effect on the UK | | | | combat the negatives, and take advantage of |
| mass-market holiday businesses as value for | | | | the positives, operators, hoteliers and |
| money, guaranteed sunshine and better quality | | | | tourist boards have begun to rethink the |
| accommodation and food resulted in an exodus. | | | | 'product' to respond to the enormous |
| During this period holiday businesses saw a | | | | upheaval. |
| massive fall in guests. This resulted in | | | | |
| drastic changes in the way UK holidays were | | | | More than ever before tourism businesses are |
| marketed and was the first in a series of | | | | thinking about who their market is and |
| challenges - that became opportunities - for | | | | whether they are offering the right product |
| the industry. | | | | to suit their customer profile. Examples of |
| | | | this change can be seen all over the UK as |
| But it wasn't simply the advent of the | | | | companies and business are quickly responding |
| overseas cheap package holidays that | | | | to new opportunities created by the shift in |
| presented companies with challenges and | | | | customer requirements. The UK has woken up to |
| opportunities. Arguably the last five years | | | | the diversity of scenery, is rich history, |
| has seen the greatest level of change in the | | | | traditional food and new standards of |
| UK market. | | | | accommodation that has increased the |
| | | | expectation of guests at home and abroad. |
| Changes in society during the last 15 years | | | | |
| have had a great impact on the way people | | | | Boutique hotels brilliant demonstrate this |
| choose to book and take their holidays. The | | | | new way of thinking - a style of UK holiday |
| family unit and its 2.5 children changed. | | | | that was only very niche has responded to the |
| More people got divorced and couples had | | | | potential of young couples and empty nesters |
| children much later in life as their career | | | | to offer a stylish and unique hotel |
| took priority. The traditional UK family | | | | experience. But it isn't just ultra trendy |
| holiday had therefore changed as their | | | | niche businesses that have been successful. A |
| customers social circumstances changed. | | | | great example of this is Potters Leisure |
| | | | Resort on the Norfolk coast. A traditional |
| These weren't the only social changes. | | | | holiday park, they have adapted their |
| Working adults increasingly earned more | | | | holidays to cater for a new breed of |
| money, but more so than ever before they had | | | | holidaymakers. They now offer short breaks, |
| less opportunity to spend that money, and | | | | good food, entertainment and top quality |
| were in need of time to relax and enjoy their | | | | accommodation in an area of the UK holiday |
| holidays. Again UK holiday companies and | | | | market many people considered dead - and they |
| business had to adjust to this trend to | | | | are thriving. |
| ensure that their products matched the | | | | |
| changes in the customer requirements. | | | | It is also worth noting that in the last few |
| | | | years another more serious series of factors |
| Another major factor in the changing in UK | | | | have also provided the UK market with an |
| holidays was a shift in booking patterns. As | | | | additional boost. For example, the advent of |
| long as anyone could remember holidays had | | | | terrorism, not just the threat of being |
| been booked directly through the holiday | | | | caught up in the conflict, but the |
| outlet or via travel agents - often 6/12 | | | | preventative measures that have been put in |
| months in advance of that break. In 2000 this | | | | place, combined with seemingly erratic |
| pattern changed forever. | | | | changes in global weather patterns, have |
| | | | never made the UK a more viable holiday |
| The advent of the internet, and the continued | | | | destination for its residents. |
| growth of home PC's across all markets, has | | | | |
| had a revolutionary impact on the holiday | | | | So despite all of the challenges and changes |
| market. For the first time people could | | | | the industry has seen over the last few years |
| independently search for, and book, their | | | | the picture isn't all doom and gloom. Far |
| perfect holiday anywhere in the world. The | | | | from it. Like any market those business that |
| could also leave everything to the last | | | | can, and will, adapt to the give the customer |
| minute and decide to take holidays based on | | | | what they want will reap the rewards. |
| the five day forecast - rather than hoping | | | | |