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Short Breaks - Ireland - November 2011

ISSUES IN THE MARKET
Key themes of the report
Definition
Abbreviations
INSIGHTS AND OPPORTUNITIES
Using the snow to our advantage
Internet access important while on a short break
The problem with the ‘kidults’
MARKET IN BRIEF
Financial woes keeping Irish consumers at home
Recession good for domestic tourism
City breaks the preferred type of short break
Weather woes holding back growth in outdoor activities
Internet key tool in planning short breaks
FAST FORWARD TRENDS
Trend 1: Minimize Me
What’s it about?
What we’ve seen
What next?
Trend 2: Let’s Make a Deal
What’s it about?
What we’ve seen
What next?
INTERNAL MARKET ENVIRONMENT
Key points
Irish love affair with travel abroad waning due to debts
Figure 1: Travelled by air in the last 12 months, NI and RoI, 2007-11
Figure 2: Number of outbound air passengers, RoI, 2000-10
Figure 3: Purpose of last air trip, N and RoI, 2008-11
High oil prices pushing up plane ticket cost
Figure 4: Brent Crude Oil Price, September 2006-September 2011
UK and Ireland hotel prices fall by a quarter
Figure 5: Average room prices per night of European destinations, 2007-11
Zombie hotels infecting RoI
Cold weather impacting on short breaks in Ireland
Figure 6: Irish weather data – annual average figures, 2011
Weather most cited disadvantage of holidaying in Ireland
Figure 7: Most cited disadvantages of holidaying in RoI, 2005-10
Historic properties key for Irish short breaks market
Figure 8: Main activities and types of attractions visited while holidaying in Ireland, RoI, 2007 and 2010
Figure 9: Main activities and types of attractions visited while holidaying in Ireland, NI, 2007 and 2009
Launch of historic attractions in 2012-13 will help to boost short breaks
The internet still the key channel for planning short breaks
Figure 10: Sources of information for short breaks, NI and RoI, 2011
Figure 11: Used the internet in the last 12 months, NI and RoI, 2007-11
Overseas visitors just as likely to use internet for information sourcing
Figure 12: Important information sources in planning a holiday in Ireland, by overseas visitors, 2006-10
Social networks important tool for generating interest in Irish short breaks
Figure 13: Frequency of use of selected social networks, NI and RoI, August 2011
BROADER MARKET ENVIRONMENT
Key points
Fears of a double dip might reduce level of short breaks taken
Figure 14: Economic outlook, RoI and NI, 2009-11
Figure 15: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, October 2008-October 2011
Unemployment up, particularly among the young
Figure 16: Unemployment rates, RoI and NI, January 2009-Sept 2011
Lower pay points to shorter holidays
Figure 17: Median gross weekly pay, NI and RoI, 2006-11
Figure 18: Issues concerning consumers, RoI and NI, 2011
Aging population good for tourism
Figure 19: Holiday or short break taken in the last 12 months, by age, NI and RoI, 2011
Figure 20: Population, by age, RoI, 2006-41
Figure 21: Population, by age, NI, 2008-58
‘Kidults’ a threat to the grey short breaks market
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
MARKET OVERVIEW
Key points
IoI tourism market falls between 2009 and 2010
Figure 22: Visitor numbers and revenue, IoI, 2006-16
NI overseas visitors grow between 2010 and 2011
Figure 23: Estimated overseas visitor numbers, NI and RoI, 2006-16
Figure 24: Estimated revenue generated from overseas visitors, NI and RoI, 2006-16
UK consumers account for largest proportion of overseas visitors
Figure 25: Visitors to Ireland, by country of origin, NI and RoI, 2008 and 2010
Domestic market benefiting from the recession
Figure 26: Estimated domestic visitor numbers, NI and RoI, 2006-16
Figure 27: Estimated revenue generated from domestic visitors, NI and RoI, 2006-16
Encouraging more domestic short breaks in Ireland
COMPETITIVE CONTEXT
Key points
Europe the most popular destination when travelling overseas
Figure 28: Outbound travel from the Republic of Ireland (overnight trips), by region, 2007-09
Figure 29: Average outbound trip expenditure from the RoI, by region travelled to, 2007-09
Spain and France most popular short break destinations for Irish consumers
Figure 30: Countries visited in Europe for a short break, NI and RoI, 2011*
Cost concerns will dictate where consumers take short breaks
Figure 31: Selected Issues concerning consumers, RoI and NI, 2011
Figure 32: City break costs, 2011
WHO’S INNOVATING?
Key points
Groupon Getaways appeal to cash strapped consumers
Figure 33: Agreement with the statement “I always use ‘money-off’ coupons and vouchers”, NI and RoI, 2007-11
House-swap holidays
USA shopping short breaks
COMPANIES AND PRODUCTS
 TOURIST BOARDS
Tourism Ireland
Fáilte Ireland
NITB (Northern Ireland Tourist Board)
 HOTEL GROUPS
Hastings Hotels
Mooney Hotel Group
Hilton Hotels and Resorts
The Doyle Collection
Figure 34: The Doyle Collection hotels, 2011
Jurys Inn
Choice Hotels Ireland (CHI)
Irish Court Hotels
Figure 35: Irish Court hotels, 2011
Gresham Hotels
Radisson Blu Ireland
Holiday Inn
Marriott Hotels
Premier Inn
Travelodge
THE CONSUMER – SHORT BREAKS TAKEN
Key points
Holiday or short break fall slightly between 2009 and 2011
Figure 36: Consumers who have taken a short break or holiday, NI and RoI, 2007-11
Figure 37: Pound Sterling to euro exchange rate, NI and RoI, 2005-11
RoI short breaks drop despite early indications of boost
Married couples most likely to take a holiday or short break
Figure 38: Consumers who have taken a short break or holiday, by marital status, NI and RoI, 2007-11
Consumers take more short breaks in GB and Ireland
Figure 39: Number of short breaks/holidays taken in the GB and Ireland in the last 12 months, by length of break, NI and RoI, 2011
More short breaks taken at home than abroad
Figure 40: Number of short breaks/holidays taken abroad in the last 12 months, by length of break, NI and RoI, 2011
Total short breaks amount to less than a week
Figure 41: Total amount of weeks spent away on short breaks the last 12 months, NI and RoI, 2011
August and September most likely months for short breaks
Figure 42: Month that short break or holiday began, NI and RoI, 2011
Irish consumers unwilling to spend a great deal on short breaks
Figure 43: Amount spent on short breaks, NI and RoI, 2011
THE CONSUMER – TYPES OF SHORT BREAKS TAKEN AND ACCOMMODATION USED
Key points
City breaks dominate the short breaks market
Figure 44: Type of short breaks taken, NI and RoI, 2011
Mature consumers most likely to take a city break
Figure 45: Consumers who took a city break, by age, NI and RoI, 2011
Interest in culture may drive city-breakers abroad
Figure 46: Agreement with selected statements about culture, NI and RoI, 2007-11
Hotels are most used type of accommodation for short breaks
Figure 47: Type of accommodation used for short breaks, NI and RoI, 2011
One in ten stay with relatives
THE CONSUMER – ATTITUDES TOWARDS TRAVEL AND HOLIDAYS
Key points
High level of consumers want to travel abroad
Figure 48: Agreement with statements relating to travel and holidays, RoI, 2011
Figure 49: Agreement with the statement “I like the idea of travelling abroad”, NI and RoI, 2007-11
Who likes the idea of travelling abroad?
Figure 50: Agreement with the statement “I like the idea of travelling abroad”, by gender and age, NI and RoI, 2011
Older consumers more likely to enjoy taking a short break in Ireland
Figure 51: Agreement with the statement “I like to take holidays in my own country rather than abroad”, by age, NI and RoI, 2011
Consumers enjoy planning holidays
Figure 52: Agreement with the statement “I enjoy planning holidays”, by gender, NI and RoI, 2011
Satisfaction about hunting down a bargain
Figure 53: Agreement with the statement “I am a bargain hunter”, by gender, NI and RoI, 2011
The new vs. familiar
Figure 54: Agreement with selected statements relating to travel and holidays, NI and RoI, 2011
APPENDIX
NI – short breaks usage data
Figure 55: Holiday or short break taken in the last 12 months, by all demographics, NI, 2011
Figure 56: Number of short breaks taken in the UK and Ireland (up to 4 days) in the last 12 months, by all demographics, NI, 2011
Figure 57: Number of short breaks taken abroad (up to 4 days) in the last 12 months, by all demographics, NI, 2011
Figure 58: Number of short breaks taken in the UK and Ireland (5+ days) in the last 12 months, by all demographics, NI, 2011
Figure 59: Number of short breaks taken abroad (5+ days) in the last 12 months, by all demographics, NI, 2011
Figure 60: Total amount of time spent away on short breaks the last 12 months, by all demographics, NI, 2011
Figure 61: Month that short break began, by all demographics, NI, 2011
Figure 62: Month that short break began (continued), by all demographics, NI, 2011
Figure 63: Amount spent on short breaks, by all demographics, NI, 2011
Figure 64: Sources of information for short breaks (continued), by all demographics, NI, 2011
Figure 65: How short break booked (continued), by all demographics, NI, 2011
Figure 66: Method used to book short break, by all demographics, NI, 2011
Figure 67: Main method of travel for short breaks, by all demographics, NI, 2011
Figure 68: Main method of travel for short breaks (continued), by all demographics, NI, 2011
Figure 69: Type of short breaks taken, by all demographics, NI, 2011
Figure 70: Type of short breaks taken (continued), by all demographics, NI, 2011
Figure 71: Type of short breaks taken (continued), by all demographics, NI, 2011
Figure 72: Type of accommodation used for short breaks, by all demographics, NI, 2011
Figure 73: Type of accommodation used for short breaks (continued), by all demographics, NI, 2011
RoI – short breaks usage data
Figure 74: Holiday or short break taken in the last 12 months, by all demographics, RoI, 2011
Figure 75: Number of short breaks taken in the UK and Ireland (up to 4 days) in the last 12 months, by all demographics, RoI, 2011
Figure 76: Number of short breaks taken abroad (up to 4 days) in the last 12 months, by all demographics, RoI, 2011
Figure 77: Number of short breaks taken in the UK and Ireland (5+ days) in the last 12 months, by all demographics, RoI, 2011
Figure 78: Number of short breaks taken abroad (5+ days) in the last 12 months, by all demographics, RoI, 2011
Figure 79: Total amount of time spent away on short breaks the last 12 months, by all demographics, RoI, 2011
Figure 80: Month that short break began, by all demographics, RoI, 2011
Figure 81: Month that short break began (continued), by all demographics, RoI, 2011
Figure 82: Amount spent on short breaks, by all demographics, RoI, 2011
Figure 83: Sources of information for short breaks, by all demographics, RoI, 2011
Figure 84: Sources of information for short breaks (continued), by all demographics, RoI, 2011
Figure 85: How short break booked, by all demographics, RoI, 2011
Figure 86: How short break booked (continued), by all demographics, RoI, 2011
Figure 87: Method used to book short break, by all demographics, RoI, 2011
Figure 88: Main method of travel for short breaks, by all demographics, RoI, 2011
Figure 89: Type of short breaks taken, by all demographics, RoI, 2011
Figure 90: Type of short breaks taken (continued), by all demographics, RoI, 2011
Figure 91: Type of short breaks taken (continued), by all demographics, RoI, 2011
Figure 92: Type of accommodation used for short breaks, by all demographics, RoI, 2011
Figure 93: Type of accommodation used for short breaks (continued), by all demographics, RoI, 2011
NI – Agreement with lifestyle statements
Figure 94: Agreement with statements relating to travel and holidays, by all demographics, NI, 2011
Figure 95: Agreement with statements relating to travel and holidays (continued), by all demographics, NI, 2011
RoI – Agreement with lifestyle statements
Figure 96: Agreement with statements relating to travel and holidays, by all demographics, RoI, 2011
Figure 97: Agreement with statements relating to travel and holidays (continued), by all demographics, RoI, 2011

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