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Accommodation - Ireland - July 2012

ISSUES IN THE MARKET
Key themes of the report
Definition
Abbreviations
FUTURE OPPORTUNITIES
The Nouveau Poor
Access All Areas
2015 trend: Old Gold
MARKET IN BRIEF
Economic downturn casts a shadow over accommodation market
Hotels the most popular form of accommodation
Internet key channel of communication for accommodation providers
INTERNAL MARKET ENVIRONMENT
Key points
Irish debts decline, but the burden is still heavy
Figure 1: Selected spending priorities over the next 12 months, RoI and NI, 2011
Consumer prices grow in NI and RoI
Figure 2: Consumer Price Index, UK, June 2010-12
Figure 3: Consumer Price Index, RoI, June 2010-12
Debt and high cost of living driving need for a bargain and value for money
Figure 4: Agreement with the statement relating to shopping “I usually choose the cheapest products”, NI and RoI, 2007-11
B&B, campsites and hostels benefit
Internet key channel for accommodation and travel bookings
Figure 5: Consumers who accessed the internet in the last 12 months, NI and RoI, 2004-11
Figure 6: How holiday booked, NI and RoI, 2011
Travel and accommodation show high level of online purchase
Figure 7: Top five items bought online in the last 12 months, NI and RoI, February 2012
Deal-of-the-day websites provide consumers with cut-price accommodation
Figure 8: Top five deal-of-the-day websites subscribed to, NI and RoI, February 2012
Smartphones and apps leading the way for bookings and info searches
Figure 9: Consumer ownership of standard mobile phones vs. smartphones, NI and RoI, July 2012
Figure 10: How consumers access the internet, NI and RoI, September 2009 and July 2012
Terribly outdated?
Figure 11: Internet browser and operating system usage in NI hospitality sector, 2012
Majority of Irish consumers stay 1-2 weeks on holiday or short break
Figure 12: Number of weeks spent on holiday or short break, NI and RoI, 2011
Austerity and accommodation
Average hotel rates increase
Figure 13: Average room prices per night of European destinations, 2007-11*
Westport most expensive destination for hotels
Figure 14: Average price per room per night, by region, NI and RoI, 2010-11
UK consumers going over holiday budgets
Irish weather causing setbacks to camping and caravanning accommodation
Figure 15: Irish weather data – annual average figures, 2011
BROADER MARKET ENVIRONMENT
Key points
Economic outlook for NI and RoI moving in the right direction
Figure 16: Economic outlook, NI and RoI, 2010-13
Unemployment levels threaten growth
Figure 17: ILO unemployment rate (% of labour force), actual and projected, RoI and NI, 2008-15
Aging population good for accommodation providers
Figure 18: Population, by age, NI, 2008-24
Figure 19: Population, by age, RoI, 2006-26
RoI has highest birth rate in Europe
Figure 20: Population statistics, by age group, RoI, 2002-11
Figure 21: Local authority fertility statistics, 2009
Figure 22: Number of births registered in NI, Jan 05-Jul 05
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
MARKET VALUE AND FORECAST
Key points
Tourism market recovers in 2011
Figure 23: Estimated visitor numbers, IoI, RoI and NI, 2007-17*
Visitor spending increases in 2011, but spending per visitor declines
Figure 24: Estimated visitor expenditure, IoI, RoI and NI, 2007-17*
New markets must be targeted for future growth
Figure 25: Visitors to Ireland, by country of origin, NI and RoI, 2009-11
Accommodation spending accounts for 28% of total visitor revenue
Figure 26: Estimated visitor expenditure on accommodation, IoI, RoI and NI, 2007-17
Zombie hotels plaguing RoI market
Occupancy rates increase across the board
Figure 27: Occupancy rates for accommodation, NI and RoI, Jan-May 2010-12
Hotels account for most rooms in NI and RoI
Figure 28: Number of accommodation premises and rooms/pitches, NI and RoI, 2012
COMPETITIVE CONTEXT
Key points
Food and drink account for higher level of spending among visitors
Figure 29: Estimated visitor expenditure, by areas of spending, NI and RoI, 2012
Hotels benefiting from budgeting consumer habits
All-inclusive coming at a cost to hospitality industry
WHO’S INNOVATING?
Key points
Snoozebox Portable Hotels
Guest-Only Social Networking
Doyle Group and its mobile optimised website
Travelodge and Amadeus agreement
Roomkey.com
COMPANIES AND PRODUCTS
 TOURIST BOARDS
Fáilte Ireland
Northern Ireland Tourist Board (NITB)
Tourism Ireland
 HOTEL GROUPS
Hastings Hotels
Mooney Hotel Group
Hilton Hotels and Resorts
The Doyle Collection
Jurys Inn
Choice Hotels Ireland
Irish Court Hotels
Gresham Hotels
Radisson Blu Ireland
Premier Inn
Holiday Inn
Marriott Hotels
Travelodge Hotels Ltd
THE CONSUMER – ACCOMMODATION USAGE
Key points
Hotels see most usage by Irish consumers in 2012
Figure 30: Accommodation used in NI/RoI in the last 12 months, NI and RoI, June 2012
Figure 31: Taken a holiday or short break in the last 12 months, NI and RoI, 2007-11
Hotels are the preferred type of accommodation
Figure 32: Types of hotel accommodation used in NI/RoI in the last 12 months, NI and RoI, June 2012
Figure 33: Selected types of hotel accommodation used in NI/RoI in the last 12 months, NI and RoI, June 2012
Four-star hotels attracts more Irish consumers
Figure 34: Type of hotel used (star rating), NI and RoI, 2011
Women more likely to stay with friends or relatives than men
Figure 35: Consumers who stayed with a friend or relative in NI/RoI in the last 12 months, NI and RoI, June 2012
More visitors travelling to see friends and family members in NI
Figure 36: Visitors to NI and RoI, by purpose of visit, 2011
Guests house and B&B usage benefit from wide distribution
Figure 37: Consumers who stayed at a guest house/B&B in NI/RoI in the last 12 months, by gender and age, NI and RoI, June 2012
Self-catering appeals to those with children
Figure 38: Consumers who stayed in rented self-catering accommodation in NI/RoI in the last 12 months, by number of children, NI and RoI, June 2012
Rain prohibits outdoor accommodation usage
Figure 39: Consumers who used tents or caravans when in NI/RoI in the last 12 months, NI and RoI, June 2012
Music festivals help drive tent usage among young consumers
Figure 40: Consumers who stayed in a tent in NI/RoI in the last 12 months, by age, NI and RoI, June 2012
Figure 41: Visitors to rock, pop and dance festivals, by age, RoI and NI, 2011
THE CONSUMER – ATTITUDES TOWARDS ACCOMMODATION
Key points
Accommodation an important part of the holiday
Figure 42: Agreement with statements relating to accommodation, NI and RoI, June 2012
Over-35s more likely to put value in accommodation
Figure 43: Agreement with the statement ‘Accommodation and its facilities are part of the holiday experience’, by age, NI and RoI, June 2012
Figure 44: Consumers who have drunk alcohol in the last 12 months, be age, NI and RoI, 2011
Singles prefer basic accommodation
Figure 45: Agreement with the statement ‘I just want accommodation to provide the basic essentials (eg clean room, good night’s sleep)’, by marital status and social class, NI and RoI, June 2012
Accommodation seen by consumers as a place to rest their head
Figure 46: Agreement with the statement ‘Accommodation is just a base from which to explore nearby attractions’ by age, NI and RoI, June 2012
Staying in cheaper accommodation
Figure 47: Agreement with the statement ‘I now stay in cheaper accommodation than I used to for financial reasons’, by number of children in household, NI and RoI, June 2012
Online reviews can be a double-edged sword
Figure 48: Agreement with the statement ‘Online reviews of accommodation play a part in my selection of a place to stay’, by gender, NI and RoI, June 2012
Figure 49: Agreement with statements relating to how technology and the internet have changed consumers’ lives, NI and RoI, July 2012
Chains vs. independents
Figure 50: Agreement with selected statements relating to accommodation, NI and RoI, June 2012
Authenticity trend might help drive visitors to non-chain accommodation
Customer service a key strength of Irish hotels
APPENDIX
Figure 51: Average hourly earnings, RoI and NI, 2008-11
Figure 52: Population, by age, RoI, 2006-41
Figure 53: Population, by age, NI, 2010-56
RoI Toluna data tables
Figure 54: Accommodation used in NI/RoI in the last 12 months, by demographics, RoI, July 2012
Figure 55: Accommodation used in NI/RoI in the last 12 months, by demographics, RoI, July 2012 (continued)
Figure 56: Accommodation used in NI/RoI in the last 12 months, by demographics, RoI, July 2012 (continued)
Figure 57: Agreement with statements relating to accommodation, RoI, July 2012
Figure 58: Agreement with statements relating to accommodation, RoI, July 2012 (continued)
Figure 59: Agreement with statements relating to accommodation, RoI, July 2012 (continued)
NI Toluna data tables
Figure 60: Accommodation used in NI/RoI in the last 12 months, by demographics, NI, July 2012
Figure 61: Accommodation used in NI/RoI in the last 12 months, by demographics, NI, July 2012 (continued)
Figure 62: Accommodation used in NI/RoI in the last 12 months, by demographics, NI, July 2012 (continued)
Figure 63: Agreement with statements relating to accommodation, NI, July 2012
Figure 64: Agreement with statements relating to accommodation, NI, July 2012 (continued)
Figure 65: Agreement with statements relating to accommodation, NI, July 2012 (continued)

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