Table of Contents
Executive Summary
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- The market
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- Figure 1: Estimated visitor expenditure on accommodation, IoI, NI and RoI, 2015-25
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- Figure 2: Estimated overseas and out-of-state visitor numbers, NI and RoI, 2015-20
- COVID-19 will see accommodation industry take years to recover
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- Figure 3: Expected impact of COVID-19 on accommodation in Ireland, short, medium and long term, 3 December 2020
- Hotels see strong occupancy rates in 2019, but COVID-19 may exacerbate the trend for staying with friends and relatives
- 58% still concerned with virus exposure
- Accommodation prices stall in 2020
- Financial worries may see Irish guests become more price-sensitive
- Brexit effects yet to be fully felt by Irish Tourism
- Companies, innovations and brands
- The consumer
- Hotels overall favoured accommodation type
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- Figure 4: Types of accommodation consumers have stayed in during the last 12 months, NI and RoI, November 2020
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- Figure 5: Type of accommodation consumers would stay in during the next 6 months, NI and RoI, November 2020
- Country and city breaks hold similar levels of appeal
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- Figure 6: Reasons stated by consumers for accommodation use in NI and/or RoI only in the last 12 months, NI and RoI, November 2020
- Virus exposure keeping guests away
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- Figure 7: Reasons not to use accommodation in the next six months, NI and RoI, November 2020
- Masks and hand sanitiser key methods of attracting guests during pandemic
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- Figure 8: COVID-19 safety measures that would encourage consumers to book a stay at a hotel, NI and RoI, November 2020
- Local infection rates observed before booking
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- Figure 9: Attitudes towards hotels and resorts, NI and RoI, November 2020
The Market – Key Takeaways
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- Accommodation revenue levels cut in half
- Out-of-state visitors tend to stay with friends
- Virus concerns remain strong in November 2020
- Accommodation price inflation slows in 2020
- Domestic guests concerned with making ends meet
- Brexit effects yet to be fully felt by Irish Tourism
Market Size and Forecast
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- Short-, medium- and long-term impact on the industry
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- Figure 10: Expected impact of COVID-19 on accommodation, short, medium and long term, 3 December 2020
- COVID-19 halves revenue for accommodation
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- Figure 11: Estimated visitor expenditure on accommodation, IoI, NI and RoI, 2015-25
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- Figure 12: Estimated total visitor expenditure IoI, NI and RoI, 2015-25
- Figure 13: How holiday plans have been changed as a result of COVID-19, IoI, April 2020
- Irish consumers uncomfortable staying in accommodation
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- Figure 14: How comfortable consumers are staying in a hotel, IoI, July-November 2020
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- Figure 15: How comfortable consumers are staying in a holiday home/let (eg Airbnb), IoI, July-November 2020
- Accommodation sector will see improvement in 2021 as vaccine rolls out
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- Figure 16: Indexed estimated visitor expenditure on accommodation, NI and RoI, 2015-25
- Overseas visitor numbers hardest hit
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- Figure 17: Estimated overseas and out-of-state visitor numbers, NI and RoI, 2015-25
Market Drivers
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- Majority of out-of-state visitors stay with friends/relatives
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- Figure 18: Where visitors stayed while visiting RoI, 2017-19
- Hotels enjoy largest occupancy pre-COVID-19
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- Figure 19: Number of premises, rooms/beds and room occupancy rate (%), RoI, 2019
- Figure 20: Number of premises, rooms and room occupancy rate (%), NI, 2019
- As long as COVID-19 fears remain high, guests will stay clear
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- Figure 21: How worried consumers are about the risk of being exposed to COVID-19, IoI, March-November 2020
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- Figure 22: How worried consumers are about the risk of being exposed to COVID-19, by countries, October – November 2020
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- Figure 23: Consumers’ comfort levels taking a flight due to COVID-19, various countries, October/ November 2020
- Brexit effects yet to be fully felt by Irish Tourism
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- Figure 24: Agreement with the statement ‘A holiday outside of the EU will be more attractive post-Brexit’, NI, June 2019
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- Figure 24: Agreement with the statement ‘A holiday in Great Britain/NI will be better value for money post-Brexit’, RoI, June 2019
- Accommodation prices drop in 2020, but only slightly
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- Figure 24: Consumer Price Inflation for restaurants and hotels, UK/NI, November 2016-October 2020
- Figure 25: Consumer Price Inflation for restaurants and hotels, RoI, November 2016-November 2020
- Domestic guests more likely to be price-sensitive
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- Figure 26: Agreement with the statement ‘I’m finding it harder to make ends meet’, IoI, September-November 2020
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- Figure 27: Financial health of Irish consumers, NI and RoI, November 2018- November 2020
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- Figure 28: Agreement with the statement ‘I am cutting back on non-essential spending’, IoI, May-November 2020
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- Figure 29: How consumers feel COVID-19 will impact selected factors, IoI, May-June 2020
Companies and Innovations – Key Takeaways
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- Consumers care about hygiene more than ever
- Staycations are encouraged across IoI
Who’s Innovating?
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- Could “Test and Rest” be the future?
- Online check-in becomes an option
- Hygiene is priority for consumers when choosing accommodation
- Staycations encouraged across tourism industry
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- Figure 30: Picture of Staycation NI’s Instagram account, December 2020
Companies and Brands
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- Center Parcs
- Key facts
- Hotel portfolio
- Recent developments
- Dalata Hotel Group
- Key facts
- Hotel portfolio
- Recent developments
- The Gresham Hotel Group (RoI only)
- Key facts
- Hotel portfolio
- Recent developments
- Intercontinental Hotels Group
- Key facts
- Hotel portfolio
- Recent developments
- Hastings Hotels
- Key facts
- Hotel portfolio
- Recent developments
- Hilton Hotels and Resorts
- Key facts
- Hotel portfolio
- Recent developments
- Jurys Inn
- Key facts
- Hotel portfolio
- Recent developments
- Premier Inn
- Key facts
- Hotel portfolio
- Recent developments
- Radisson Blu
- Key facts
- Hotel portfolio
- Recent developments
- Travelodge
- Key facts
- Hotel portfolio
- Recent developments
- Choice Hotels
- Key facts
- Hotel portfolio
- Recent developments
The Consumer – Key Takeaways
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- RoI consumers prefer independent hotels; NI consumers prefer chain hotels
- Country and city breaks hold similar levels of appeal
- COVID-19 keeping guests away
- Masks and hand sanitiser key methods of attracting guests during pandemic
- Local infection rates observed before booking
Type of Accommodation Used and Future Intentions
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- RoI consumers show preference for independent hotels in 2020
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- Figure 31: Types of accommodation consumers have stayed in during the last 12 months, NI and RoI, November 2020
- Men more likely to use hotel chains
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- Figure 32: Consumers who have stayed in a hotel chain (eg Premier Inn, Hilton) in NI and RoI in the last 12 months, NI and RoI, November 2020
- 25-34 year olds key users of independent hotels
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- Figure 33: Consumers who have stayed in an independent hotel (ie not part of a chain) in NI and RoI in the last 12 months, by age group, NI and RoI, November 2020
- Figure 34: Consumers who have stayed in an independent hotel (ie not part of a chain) in NI and RoI in the last 12 months, by socio-economic groups, NI and RoI, November 2020
- Holiday homes and chain hotels likely to be used in the next six months
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- Figure 35: Type of accommodation consumers would stay in during the next 6 months, NI and RoI, November 2020
- Holiday homes see most intention among younger age groups
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- Figure 36: Consumers who would stay in a holiday home during the next 6 months, by age group and socio-economic group, NI and RoI, November 2020
Reasons for Staying at Accommodation
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- Country and city breaks hold similar levels of appeal
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- Figure 37: Reasons stated by consumers for accommodation use in NI and/or RoI only in the last 12 months, NI and RoI, November 2020
- City breaks still in vogue despite COVID-19
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- Figure 38: Consumers who used accommodation in NI and/or RoI in the last 12 months for a city break, by gender, NI and RoI, November 2020
- Rural trips increase as consumers age
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- Figure 39: Consumers who used accommodation in NI and/or RoI in the last 12 months for a rural break, by age group, NI and RoI, November 2020
- Accommodation for weddings declines in 2020, but could bounce back
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- Figure 40: Consumers who used accommodation in NI and/or RoI in the last 12 months for a wedding, NI and RoI, November 2019 and 2020
Reasons to Avoid Accommodation
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- “Why would you NOT consider staying in Irish/Northern Irish accommodation in the next 6 months? Please select all that apply.”
- COVID-19 concerns most cited reason for avoiding future stays
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- Figure 41: Reasons not to use accommodation in the next six months, NI and RoI, November 2020
- COVID-19 exposure fears highest among 55+
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- Figure 42: Consumers that indicate worry (4-5) about the risk of being exposed to COVID-19, by age group, IoI, November 2020
- RoI consumers more likely to feel COVID-19 measures will hamper the accommodation experience
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- Figure 43: Consumers who would not to use accommodation in the next six months because they think the COVID-19/coronavirus measures in place would make the experience less enjoyable, NI and RoI, November 2020
- RoI consumers more likely to restrict domestic trips to summer season
Factors that Would Encourage a Hotel Visit
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- RoI prioritise masks, NI hand sanitiser
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- Figure 44: COVID-19 safety measures that would encourage consumers to book a stay at a hotel, NI and RoI, November 2020
- Mask-wearing a must for guests
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- Figure 45: Consumers that note mask wearing required for staff and guest interaction would encourage them to book a stay at a hotel, by age, RoI, November 2020
- NI guests more likely to respond to free hand sanitiser
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- Figure 46: Consumers that note free hand sanitisers throughout the hotel would encourage consumers to book a stay at a hotel, by gender, RoI, November 2020
Future Accommodation Behaviours
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- Local infection rates will dictate future bookings
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- Figure 47: Attitudes towards hotels and resorts, NI and RoI, November 2020
- Affluent consumers more likely to check infection rates
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- Figure 48: Agreement with the statement ‘I’d take local infection rates into account before booking accommodation’, by socio-economic group, NI and RoI, November 2020
- Lockdown and COVID-19 generating potential for domestic breaks in 2021
- But desire to travel overseas still strong among younger consumers
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- Figure 49: Agreement with the statement ‘COVID-19 hasn’t stopped me wanting to book overseas stays, by age group, NI and RoI, November 2020
- NI consumers looking for escapism through luxury
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- Figure 50: Agreement with the statement ‘Booking luxury accommodation to escape everything appeals to me, by gender, NI and RoI, November 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Market size rationale
- Generational cohort definitions
- Abbreviations
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