This document summarizes research about frequent users of leisure centers in Great Britain: - There are 4.5 million adults who frequently use leisure centers, accounting for 9% of the adult population and 12% of holiday spending. - Over 3 million of these frequent users took a holiday in the last year, spending £3.6 billion on holidays over 5 days and £1 billion on shorter breaks. - Frequent users are more likely to travel abroad for their holidays, with many visiting destinations in Europe like Spain, France, and Turkey.

1. Audience Insight Research Series
Frequent Leisure Centre Users
A £4.6bn Holiday Market
Jan 2012

2. Active People
Frequent Leisure Centre Users
 4.5 million adults
 9% of the adult GB population
 12% of 25-44 year olds
 12% of holiday spending power
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

3. Active People
Frequent Leisure Centre Users
3.3 million Active People took a holiday in the last 12 months
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

4. Active Spenders
Frequent Leisure Centre Users
Spend £3.6bn on holidays of 5 days or more
… and £1bn on short breaks of up to 4 days
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

5. Active Spenders
Frequent Leisure Centre Users
Nearly 1.4m spent over £1000 on holidays
£2500 or more 511,000
£1000 or £2499
894,000
£500-£999 622,000
Under £500 684,000
Active People
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

6. All Abroad
Frequent Leisure Centre Users
Active People are 30% more likely than average to holiday abroad
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

7. All Abroad
Frequent Leisure Centre Users
1 in 3 Active People holiday in Europe
British Isles (excl ROI) 25%
Europe (excl ROI) 33%
Rest Of World 19%
Package Holiday 25%
Holiday Camp 9%
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

8. All Abroad
Frequent Leisure Centre Users
Most Popular European Destinations
2,585
Mainland Spain
305
2,458
France
307
1,844
Spain (Canaries)
213
1,438
Turkey
133 (‘000 visitors)
1,409
Italy GB
122
1,376
Greece Active People
170
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

9. All Action
Frequent Leisure Centre Users
Active People are TWICE as likely as the average person to enjoy
water sports when on holiday
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

10. All Action
Frequent Leisure Centre Users
Active People are more likely to enjoy activity-based holidays
‘000 Active
Sort of Holidays GB Index
People
Skiing/Winter Sports 465 114 273
Lakes & Mountains 1,799 218 136
City Break 1,815 255 157
Holiday Centre 3,323 422 142
Beach/Resort 10,481 1,260 135
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

11. All Enjoyable
Frequent Leisure Centre Users
Active People are more likely to enjoy activity-based holidays
Millions Active
Most Enjoyable GB Index
People
Adventure Activities 3.1 0.6 221
Water Sports 1.7 0.3 210
Visiting Theme Park 3.1 0.5 170
Clubbing/Dancing 2.1 0.3 160
Beach/Sunbathing 8.3 1.0 140
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

12. Travel Arrangements
Frequent Leisure Centre Users
Active
GB
How Booked People
Used travel agent shop
11% 14%
- to book package holiday
Used travel agent shop
4% 5%
- to book flight and/or accom
Used tour operator
7% 8%
- to book package holiday
Used tour operator
2% 4%
- to book flight only
Made own accom arrangements
16% 19%
- booked directly
Made own flight arrangements
10% 12%
- booked directly
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

13. Travel Arrangements
Frequent Leisure Centre Users
How long before the holidays were the bookings made ?
18%
Under 2 months
21%
16%
3-5 months
21%
10%
6-9 months
11%
6% GB
10+ months
7% Active People
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

14. Summary Expenditure
Active People Active Families
All GB Adults
(Adults 15+) (Parents with Kids 0-18)
Total % of Spending Total % of Spending
Expenditure Power Expenditure Power
Holidays £31.2bn £3.6bn 12% £1.5bn 5%
5 days or more
Short Breaks £9.0bn £1.0bn 11% £0.41bn 4%
Up to 4 days
Both Holidays &
£40.2bn £4.6bn 12% £1.9bn 5%
Short Breaks
Source: GB TGI 2011 Q4 (Jul 2010 – Jun 2011)

15. Prepared for In Situ Media by Guy Steele-Perkins from
GSP Marketing Consultancy on 0208 241 3730 or visit
www.gspmarketingconsultancy.com