Table of Contents
Issues in the Market
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- Key themes of the report
- Definition
- Abbreviations
Insights and Opportunities
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- Using the snow to our advantage
- Internet access important while on a short break
- The problem with the ‘kidults’
Market in Brief
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- 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
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- 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
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- Key points
- Irish love affair with travel abroad waning due to debts
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- Figure 1: Travelled by air in the last 12 months, NI and RoI, 2007-11
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- 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
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- Figure 4: Brent Crude Oil Price, September 2006-September 2011
- UK and Ireland hotel prices fall by a quarter
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- Figure 5: Average room prices per night of European destinations, 2007-11
- Zombie hotels infecting RoI
- Cold weather impacting on short breaks in Ireland
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- Figure 6: Irish weather data – annual average figures, 2011
- Weather most cited disadvantage of holidaying in Ireland
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- Figure 7: Most cited disadvantages of holidaying in RoI, 2005-10
- Historic properties key for Irish short breaks market
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- 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
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- Figure 10: Sources of information for short breaks, NI and RoI, 2011
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- 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
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- 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
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- Figure 13: Frequency of use of selected social networks, NI and RoI, August 2011
Broader Market Environment
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- Key points
- Fears of a double dip might reduce level of short breaks taken
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- Figure 14: Economic outlook, RoI and NI, 2009-11
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- Figure 15: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, October 2008-October 2011
- Unemployment up, particularly among the young
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- Figure 16: Unemployment rates, RoI and NI, January 2009-Sept 2011
- Lower pay points to shorter holidays
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- Figure 17: Median gross weekly pay, NI and RoI, 2006-11
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- Figure 18: Issues concerning consumers, RoI and NI, 2011
- Aging population good for tourism
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- Figure 19: Holiday or short break taken in the last 12 months, by age, NI and RoI, 2011
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- 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
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- Strengths
- Weaknesses
Market Overview
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- Key points
- IoI tourism market falls between 2009 and 2010
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- Figure 22: Visitor numbers and revenue, IoI, 2006-16
- NI overseas visitors grow between 2010 and 2011
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- Figure 23: Estimated overseas visitor numbers, NI and RoI, 2006-16
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- Figure 24: Estimated revenue generated from overseas visitors, NI and RoI, 2006-16
- UK consumers account for largest proportion of overseas visitors
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- Figure 25: Visitors to Ireland, by country of origin, NI and RoI, 2008 and 2010
- Domestic market benefiting from the recession
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- Figure 26: Estimated domestic visitor numbers, NI and RoI, 2006-16
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- Figure 27: Estimated revenue generated from domestic visitors, NI and RoI, 2006-16
- Encouraging more domestic short breaks in Ireland
Competitive Context
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- Key points
- Europe the most popular destination when travelling overseas
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- Figure 28: Outbound travel from the Republic of Ireland (overnight trips), by region, 2007-09
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- 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
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- Figure 30: Countries visited in Europe for a short break, NI and RoI, 2011*
- Cost concerns will dictate where consumers take short breaks
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- Figure 31: Selected Issues concerning consumers, RoI and NI, 2011
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- Figure 32: City break costs, 2011
Who’s Innovating?
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- Key points
- Groupon Getaways appeal to cash strapped consumers
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- 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
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- 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
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- Figure 34: The Doyle Collection hotels, 2011
- Jurys Inn
- Choice Hotels Ireland (CHI)
- Irish Court Hotels
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- Figure 35: Irish Court hotels, 2011
- Gresham Hotels
- Radisson Blu Ireland
- Holiday Inn
- Marriott Hotels
- Premier Inn
- Travelodge
The Consumer – Short Breaks Taken
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- Key points
- Holiday or short break fall slightly between 2009 and 2011
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- Figure 36: Consumers who have taken a short break or holiday, NI and RoI, 2007-11
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 42: Month that short break or holiday began, NI and RoI, 2011
- Irish consumers unwilling to spend a great deal on short breaks
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- Figure 43: Amount spent on short breaks, NI and RoI, 2011
The Consumer – Types of Short Breaks Taken and Accommodation Used
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- Key points
- City breaks dominate the short breaks market
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- Figure 44: Type of short breaks taken, NI and RoI, 2011
- Mature consumers most likely to take a city break
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- Figure 45: Consumers who took a city break, by age, NI and RoI, 2011
- Interest in culture may drive city-breakers abroad
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- Figure 46: Agreement with selected statements about culture, NI and RoI, 2007-11
- Hotels are most used type of accommodation for short breaks
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- 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
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- Key points
- High level of consumers want to travel abroad
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- Figure 48: Agreement with statements relating to travel and holidays, RoI, 2011
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- 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?
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- 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
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- 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
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- Figure 52: Agreement with the statement “I enjoy planning holidays”, by gender, NI and RoI, 2011
- Satisfaction about hunting down a bargain
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- Figure 53: Agreement with the statement “I am a bargain hunter”, by gender, NI and RoI, 2011
- The new vs. familiar
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- Figure 54: Agreement with selected statements relating to travel and holidays, NI and RoI, 2011
Appendix
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- NI – short breaks usage data
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Figure 73: Type of accommodation used for short breaks (continued), by all demographics, NI, 2011
- RoI – short breaks usage data
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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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