Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Abbreviations
Insights and Opportunities
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- Convenience is a major driver
- Changing social hubs
- Don’t tempt me!
Market in Brief
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- Ireland attracting more visitors each year
- Rising number of hotels
- Over-reliance on domestic tourism
- Hotel investment slowing down
- Credit crunch: bad news for the hotel industry?
- Exchange rate benefits NI tourism
- Ireland lags behind European hotels
- Belfast hotel demand high
- Guests prefer hotels over other accommodation
- Hotels as a social hub
- Green holidays
- Over half of Irish consumers take a holiday
- Two-week holidays lose their appeal…
- Internet most popular source of information
- Online booking
- Planning holidays is part of the fun
Fast Forward Trends
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- Trend 1: De-stress for Dinner
- What is it about?
- What we’ve seen
- The need for peace
- What next?
- Trend 2: Medical Tourism
- What is it about?
- What we’ve seen
- Quality treatment abroad
- What next?
- Trend 3: Give Back Getaways
- What is it about?
- What we’ve seen
- Voluntourism expands?
- What next?
Internal Market Environment
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- Key points
- Increasing domestic tourism
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- Figure 1: Room occupancy %, NI and RoI, 2002-07
- Irish holidaymakers spending more time on holiday in Ireland
- Attracting ghost hunters
- Do selective green ethics extend to holidays?
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- Figure 2: Agreement with environmental statements, NI and RoI, 2003-07
- NI could do more to attract RoI consumers
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- Figure 3: Cross-border visitors, 000s, NI and RoI, 2003-08
- Over-reliance on domestic guests?
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- Figure 4: Visitors, by region, NI and RoI, 2001-06
- Hotel expansion continues unabated
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- Figure 5: Segmentation of Irish accommodation market, 2008
- Belfast hotel demand high
- Plans for RoI hotels
- Hotel investors shy?
- Luxury vs budget
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- Figure 6: Tourist expenditure, by category, Ni and RoI, 2007
- Budget luxury?
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- Figure 7: Average price of room per night, NI and RoI, 2008
- Health and wellbeing tourism
- Promoting Irish spas
- Hotels as a social hub
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- Figure 8: Market size and forecast of total out-of-home dining/socialising spend, 2000-11
- Hotel bar dries up
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- Figure 9: On-trade market value and volume, NI and RoI, 2000-12
- Hotels taking advantage of theatre licence legislation to remain open late
- Online booking
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- Figure 10: Consumers who bought travel services (inc accommodation and flights) via internet in the last 12 months, NI and RoI, June 2007
- To link or not to link?
Broader Market Environment
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- Key points
- Credit crunch: Good news or bad for the hotel industry?
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- Figure 11: Economic outlook, NI and RoI, 2006-08
- Exchange rate fluctuations set a moving target
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- Figure 12: Pound to euro exchange rate, 2002-08
- Appealing to the grey market
- As household size shrinks, so does the need for big hotel rooms
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- Figure 13: Number of households, by size, NI and RoI, 2000-05
Competitive Context
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- Key points
- Ireland lags behind European hotels
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- Figure 14: Occupancy % of hotel rooms in EU countries, 2007
- Rising bill of foreign travel
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- Figure 15: Rising bill of foreign travel – France, Italy and Spain, 2007 and 2008
- Budget flights coming to an end?
- Consolidation of routes
- Guests prefer hotels over other accommodation
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- Figure 16: Occupancy % of accommodation, by type, NI and RoI, 2007
- Closer to Irish roots?
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Book ahead
- Curling up with a good book
- A hotel with a controversial agenda
- Tapping into controversy
- Murky history
- Green tourism
- Being green in the Emerald Isle
- ‘Run, Tourist, Run!’
- The start of something big or niche?
- Charity begins on holiday
- Room for the homeless?
- Animal magic
- Irish wildlife in hotels?
- Europe’s first recyclable hotel
- Reduce, re-use, recycle
Market Value and Forecast
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- Key points
- Rising number of hotels
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- Figure 17: Number of hotels, NI, RoI and all Ireland, 2003-13
- Room for more
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- Figure 18: Number of hotel rooms, NI, RoI and all Ireland, 2003-13
- Figure 19: Index growth of hotels vs hotel rooms, all Ireland, 2003-08
- Ireland attracting more visitors each year
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- Figure 20: Visitors to Ireland, NI, RoI and all Ireland, 2003-13*
- Cheap and cheerful?
- Peace process pushes NI tourism to new heights
- More visitors, more money
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- Figure 21: Visitor expenditure in Ireland, NI, RoI and all Ireland, 2003-13
- Overseas spend per person remains static
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- Figure 22: Average spend per visitor on combined trips to Ireland, NI and RoI, 2003-08
- Spending on accommodation will rise with amount of visitors
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- Figure 23: Visitor expenditure on accommodation in Ireland, NI, RoI and all Ireland, 2003-13
- RoI a more popular holiday resort
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- Figure 24: Total inward visits, by reason of journey, NI and RoI, 2001-08
- Come home and see us
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- Figure 25: Total inward visits, by reason of journey, NI, 2008
- RoI consumers more likely to visit a hotel
Hotel Chains in Ireland
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- Hastings Hotels (NI)
- Mooney Hotel Group
- Hilton Hotel Group
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- Figure 26: Hilton Hotels, NI and RoI, 2008
- Jurys Doyle Hotel Group
- Choice Hotels Ireland (CHI)
- Irish Court Hotels
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- Figure 27: Irish Court Hotels, 2008
- Gresham Hotel Group
- Radisson SAS Hotels Ireland
- Holiday Inn
- Marriott Hotels
- Premier Inn
- Travelodge
Holiday Trends and How Irish Hotels can Benefit
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- Key points
- Almost two thirds of Irish consumers take a holiday
- The thrill of something new
- Domesticated
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- Figure 28: Holidays taken in the last year, NI and RoI, 2007
- Two thirds of Irish consumers like the idea of travelling abroad
- One in four Irish consumers prefer to holiday in their own country
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- Figure 29: Agreement with statement ‘I like to take holidays in my own country rather than abroad’, NI and RoI, 2007
- Draw of familiarity
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- Figure 30: Agreement with statement ‘I like to go back to familiar places for holidays’, by age, NI and RoI, 2007
- The importance of being hospitable
- Irish consumers visiting more hotels
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- Figure 31: Visits to a hotel in the last twelve months, NI and RoI, 2003-07
- Figure 32: Visits to a hotel in the last 12 months, by age, NI and RoI, 2007
- Attracting more guests
- Appealing to Irish consumers
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- Figure 33: Type of accommodation used for last holiday, NI & RoI, 2007
- July and August most popular times for holidays
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- Figure 34: Month last holiday began, NI and RoI, 2007
- Impact of July/August rush on hotels
- Two-week holidays lose their appeal
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- Figure 35: Consumers who have taken a two-week holiday in the last 12 months, for their last holiday, NI and RoI, 2003-07
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- Figure 36: Consumers who have taken a four- to six-day holiday in the last 12 months, for their last holiday, NI and RoI, 2003-07
- Beaches stagnate while city breaks on the rise
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- Figure 37: Consumers taking beach/resort holidays & city/short breaks for their last holiday, in the last 12 months, NI & RoI, 2003-07
- RoI consumers more adventurous than NI
- Rural hotels
- Consumers less willing to spend more on holidays?
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- Figure 38: Total cost of last holiday (excluding spending money) for all people in holiday group, NI & RoI,2007
- Internet most popular source of information when booking accommodation
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- Figure 39: Source of information for last holiday, NI and RoI, 2007
- Irish consumers enjoy planning holidays
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- Figure 40: Agreement with the statement ‘I like to go on holidays where activities are organised for me’, NI and RoI, 2002-07
- Safety first
- Presenting the hotel brand
- More power
- Do hotel brands matter?
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- Figure 41: Agreement with the statement “I am happy to book holidays/flights from companies I have never heard of”, NI & RoI, 2002-07
Appendix
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- Figure 42: NI population, by gender, 2006-20
- Figure 43: RoI population, by gender, 2006-20
- Figure 44: Forecast population change, by age, NI, 2000-20
- Figure 45: Forecast population change, by age, RoI, 2000-20
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- Figure 46: NI hotels, 2008
- Figure 47: Accommodation used for last holiday, NI, 2007
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- Figure 48: Holidays taken in last 12 months, NI & RoI, 2007
- Figure 49: UK & Ireland: Three or more holidays taken in the last 12 months, NI & RoI, 2007
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- Figure 50: UK & Ireland: two holidays taken in the last 12 months, NI & RoI, 2007
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- Figure 51: UK & Ireland: One holiday taken in the last 12 months, NI & RoI, 2007
- Figure 52: UK & Ireland: none taken in the last 12 months, NI & RoI, 2007
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- Figure 53: Holidays abroad: Two or more holidays taken in the last 12 months, NI, 2007
- Figure 54: Holidays abroad: Three or more holidays taken in the last 12 months RoI, 2007
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- Figure 55: Abroad: Two holidays taken in the last 12 months, RoI, 2007
- Figure 56: How many: Abroad: One holiday taken in the last 12 months, NI & RoI, 2007
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- Figure 57: How many: Abroad: None taken in the last 12 months, NI & RoI, 2007
- Figure 58: Month began: Last holiday: July, NI & RoI, 2007
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- Figure 59: Month began: Last holiday: August, NI & RoI, 2007
- Figure 60: Nights spent away: Last holiday: 14 nights, NI & RoI, 2007
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- Figure 61: Nights spent away: Last holiday: 7 nights, NI & RoI, 2007
- Figure 62: Nights spent away: Last holiday: 4-6 nights, NI & RoI, 2007
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- Figure 63: Nights spent away: Last holiday: 1-3 nights, NI & RoI, 2007
- Figure 64: Type of holiday, beach/resort holiday taken for last holiday, NI & RoI, 2007
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- Figure 65: Type of holiday, city/short break taken for last holiday, NI & RoI, 2007
- Figure 66: Visited a hotel in the last 12 months, NI & RoI, 2007
- Attitudes to travel demographics
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- Figure 67: Agreement with selected attitude statements, NI, 2007
- Figure 68: Agreement with selected attitude statements, NI, 2007
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- Figure 69: Agreement with selected attitude statements, RoI, 2007
- Figure 70: Agreement with selected attitude statements, RoI, 2007
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