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Short Breaks

Home > Gifts, Gadgets & Toys > Experiences > Short Breaks

Any business, in order to have longevity and, of course, profitability in their market must be constantly pro-active in assessing current and future trends.

The importance of this is greatly magnified in sectors that are not only cyclical but heavily client driven.

An excellent example of just such a trend is the current rise in the market for short breaks which is by and by, overtaking the ‘traditional’ holiday, especially in the UK.

Firstly let us define out terms - A short break is deemed to be a leisure trip of between one to three nights and a holiday is defined as four nights or more.

Now let us look at our client base. Generally the ‘higher’ social groups tend to want to take short breaks. Research shows that A’s and B’s (Professionals and Managers) tend to take European short breaks rather than English breaks. With skilled workers (C2’s), the converse is likely to apply.

Within these general trends, however, there are certain ‘qualifying’ factors: As a percentage of total short breaks, car owners seem to take more breaks in the UK, as do families with children, whilst younger people tend to look to European breaks.

Geographically, Short breaks in UK tend toward the coastal locations, whilst European sojourns tend to be City breaks.

Examining the root causes of this behavioural shift towards short breaks, we can, perhaps pinpoint some of the main factors:

The increase in peoples’ disposable income these days is unquestionable. Whether it actually originates from an increase in ‘real’ terms or from greater willingness to live on credit or other pseudo wealth enhancing strategies such as equity withdrawal, is beyond the scope of this analysis. There is, however, a sea change spanning the entire demographic, in that we all are more focussed on fun and lifestyle items even at the expense of basics. It is, therefore, more common for breaks to prioritised as an essential.

The lower cost of air travel and the proliferation of budget airlines go hand in hand with the previous point. They make short breaks more affordable in ‘real’ terms and have undeniably led to the popularity in overseas short breaks.

The ‘grey pound’ is a by product of an aging population. Unlike previous generations, the over50’s of today are generally active, in good health, have relatively large disposable incomes and are willing to spend it.

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