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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- Funding a holiday could become a problem
- ‘Deal-of-the-day’ websites will help drive holiday bookings
- Making Ireland stand out
Market in Brief
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- Overseas holidays are a powerful draw, but falling
- Domestic tourism grows
- Internet all-important for holidays market
Fast Forward Trends
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- Trend 1: Eastern Boom
- What’s it about?
- What we’ve seen
- What next?
- Trend 2: Guiding Choice
- What’s it about?
- What we’ve seen
- What next?
Internal Market Environment
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- Key points
- Higher level of Irish consumers intending to take an overseas trip
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- Figure 1: Consumers taking domestic or foreign holidays/short breaks over the next 12 months, RoI and NI, 2011
- Young more likely to take foreign holiday in 2012, mature consumers prefer to holiday at home
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- Figure 2: Consumers taking domestic or foreign holidays/short breaks over the next 12 months, by age, RoI and NI, 2011
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- Figure 3: Agreement with the statement ‘I try to go somewhere different on holiday every time’, by age, NI and RoI, 2011
- Funding problems for the young may diminish their ability to travel abroad
- Internet key channel for holiday information and bookings
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- Figure 4: Source of information for holidays, NI and RoI, 2011
- Internet deals signal death-knell for travel agents and tour operators
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- Figure 5: How holiday booked, NI and RoI, 2011
- Enjoyment and freedom of planning also boosting online travel usage
- Air travel set to continue to decline into 2012
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- Figure 6: Departing and arriving air passengers to RoI airports, 2000-10
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- Figure 7: Consumers who travelled by air in the last 12 months, NI and RoI, 2007-11
- Higher oil prices see air travel become more pricey
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- Figure 8: Indexed price of crude oil (per barrel), October 2009-October 2011
- Air Passenger Duty will cause headaches for NI holidaymakers
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- Figure 9: Air Passenger Duty, 2011 and 2012
- Domestic tourism travel costs also increase
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- Figure 10: UK and RoI fuel prices (petrol and diesel), 2001-11
- Environmental concerns waning
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- Figure 11: Agreement with statements relating to the environment, NI and RoI, 2007-11
Broader Market Environment
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- Key points
- Stunted economic growth in 2012
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- Figure 12: Economic outlook, RoI and NI, 2009-12
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- Figure 13: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, December 2008-December 2011
- Domestic tourism potential takes a hit as more leave RoI seeking work
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- Figure 14: Unemployment rates, RoI and NI, January 2009-September 2011
- Ageing population good for domestic breaks
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- Figure 15: Population, by age, RoI, 2011 and 2021
- Figure 16: Population, by age, NI, 2010 and 2020
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Overview
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- Key points
- Staying at home is the affordable choice
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- Figure 17: Estimated domestic visitor numbers, IoI, NI and RoI, 2007-16
- NI domestic revenue increases, whilst RoI drops
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- Figure 18: Estimated revenue generated from domestic visitors, IoI, NI and RoI, 2007-16
- RoI visits to NI impacting on RoI domestic tourism
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- Figure 19: RoI tourism visitor estimates to NI, 2007-10
- Visits abroad fall
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- Figure 20: Number of RoI trips overseas and expenditure, 2003-11
- Higher day-to-day costs putting overseas breaks beyond the budgets of Irish consumers
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- Figure 21: Most notable percentage increases in Consumer Price Index categories, UK and RoI, 12-month rate to December 2011
- Visitors to Ireland decline
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- Figure 22: Estimated overseas visitor numbers, IoI, NI and RoI, 2007-16
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- Figure 23: Estimated revenue generated from overseas visitors, IoI, NI and RoI, 2007-16
- UK consumers turned off by Irish holidays and short breaks
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- Figure 24: Visitors to Ireland, by country of origin, NI and RoI, 2008-10/11
Competitive Context
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- Key points
- Global tourism levels increase in 2011
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- Figure 25: International tourist arrivals, by country of destination, 2008 and 2010
- Spain most popular short break destination for Irish consumers
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- Figure 26: Countries visited in Europe for a holiday in the last 12 months, NI and RoI, 2011
- France also striking a chord with Irish consumers
Who’s Innovating?
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- Key points
- Auctioning off accommodation
- New app to help plan skiing holidays
- easyJet promises 30-second bookings
- Flybe
Companies and Products
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- Tourist boards
- Tourism Ireland
- Fáilte Ireland
- NITB (Northern Ireland Tourist Board)
- Airlines
- Aer Arann
- Ryanair
- easyJet
- Aer Lingus
- Flybe
- Bmibaby
The Consumer – Holiday Trends
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- Key points
- Fewer RoI holidays in 2011
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- Figure 27: Taken a holiday or short break in the last 12 months, NI and RoI, 2007-11
- Two to three domestic trips per year
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- Figure 28: Total number of trips taken to the UK and Ireland in the last 12 months, NI and RoI, 2011
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- Figure 29: Consumers who took between one and three trips to the UK and Ireland in the last 12 months, by gender and age, NI and RoI, 2011
- Consumers take between one and three trips abroad per year
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- Figure 30: Total number of trips taken abroad in the last 12 months, NI and RoI, 2011
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- Figure 31: Average room prices per night of European destinations, 2011
- Hotels and rented accommodation are the preferred types of accommodation
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- Figure 32: Type of accommodation used for last holiday, NI and RoI, 2011
- Irish consumers more likely to use hotels at home
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- Figure 33: Consumers who stayed in a hotel in the last 12 months, by location, NI and RoI, 2011
- Average Irish consumer spent between one and two weeks on holiday in 2011
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- Figure 34: Total time spent on holiday in the last 12 months, NI and RoI, 2011
- Summer months are key to holidays
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- Figure 35: Month last holiday was taken, NI and RoI, 2011
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- Figure 36: Consumers whose last holiday was taken in July or August, by presence of children, NI and RoI, 2011
- Most consumers spent €1,500-2,624 on holidays in 2011
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- Figure 37: Cost of holiday, NI and RoI, 2011
- Consumers more likely to opt for the beach when taking a holiday
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- Figure 38: Type of holiday taken vs. type of short break taken, NI and RoI, 2011
The Consumer – Air Travel Usage
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- Key points
- Irish consumers fly more for pleasure than business
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- Figure 39: Consumers who travelled by air in the last 12 months, by reason for travel, NI and RoI, 2011
- Irish consumers are not frequent flyers
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- Figure 40: Total number of air trips in the last 12 months, NI and RoI, 2011
- Economy class resonates with recession-affected consumers
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- Figure 41: Total number of air trips in the last 12 months, by class flown, NI and RoI, 2011
- Price is everything when flying
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- Figure 42: Important factors consumers consider when travelling by air, NI and RoI, 2011
- Higher level of planning when booking flights
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 43: Agreement with statements relating to travel and holidays, NI and RoI, 2011
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- Figure 44: Consumers who travelled by air in the last 12 months for a holiday/personal reasons, NI and RoI, 2008-11
- Irish consumers say bring on the sun
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- Figure 45: Agreement with the statement ‘When on holiday I only want to eat, drink and sunbathe’, by gender and age, NI and RoI, 2011
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- Figure 46: Agreement with the statement ‘I like the idea of travelling abroad’, by age, NI and RoI, 2011
- NI consumers prefer the familiar, RoI consumers want the unknown
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- Figure 47: Agreement with statements relating to holidays, NI and RoI, 2011
- RoI consumers want something different each time
Appendix
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- Figure 48: Population, by age, RoI, 2006-41
- Figure 49: Population, by age, NI, 2008-56
- NI TGI usage tables
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- Figure 50: Consumers who travelled by air in the last 12 months, by reason for travel, by demographics, NI, 2011
- Figure 51: Total number of air trips in the last 12 months, by demographics, NI, 2011
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- Figure 52: Class usually travelled in when flying, by demographics, NI, 2011
- Figure 53: Important factors consumers consider when travelling by air, by demographics, NI, 2011
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- Figure 54: Important factors consumers consider when travelling by air (continued), by demographics, NI, 2011
- Figure 55: Consumers who stayed in a hotel in the last 12 months, by location, by demographics, NI, 2011
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- Figure 56: How many times consumers stayed in hotels in the last 12 months, by demographics, NI, 2011
- Figure 57: Taken a holiday or short break in the last 12 months, by demographics, NI, 2011
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- Figure 58: Total number of trips taken to the UK and Ireland in the last 12 months, by demographics, NI, 2011
- Figure 59: Total number of trips taken abroad in the last 12 months, by demographics, NI, 2011
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- Figure 60: Total time spent on holiday in the last 12 months, by demographics, NI, 2011
- Figure 61: Month last holiday was taken, by demographics, NI, 2011
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- Figure 62: Month last holiday was taken (continued), by demographics, NI, 2011
- Figure 63: European countries visited for holidays, by demographics, NI, 2011
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- Figure 64: European countries visited for holidays (continued), by demographics, NI, 2011
- Figure 65: Cost of holiday, by demographics, NI, 2011
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- Figure 66: Source of information for holidays, by demographics, NI, 2011
- Figure 67: Source of information for holidays (continued), by demographics, NI, 2011
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- Figure 68: Method used to book last holiday, by demographics, NI, 2011
- Figure 69: Method used to book last holiday (continued), by demographics, NI, 2011
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- Figure 70: How holiday booked, by demographics, NI, 2011
- Figure 71: Main travel method for last holiday, by demographics, NI, 2011
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- Figure 72: Main travel method for last holiday (continued), by demographics, NI, 2011
- Figure 73: Type of holiday taken, by demographics, NI, 2011
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- Figure 74: Type of holiday taken (continued), by demographics, NI, 2011
- Figure 75: Type of holiday taken (continued), by demographics, NI, 2011
- RoI TGI usage tables
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- Figure 76: Consumers who travelled by air in the last 12 months, by reason for travel, by demographics, RoI, 2011
- Figure 77: Total number of air trips in the last 12 months, by demographics, RoI, 2011
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- Figure 78: Class usually travelled in when flying, by demographics, RoI, 2011
- Figure 79: Important factors consumers consider when travelling by air, by demographics, RoI, 2011
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- Figure 80: Important factors consumers consider when travelling by air (continued), by demographics, RoI, 2011
- Figure 81: Consumers who stayed in a hotel in the last 12 months, by location, by demographics, RoI, 2011
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- Figure 82: How many times consumers stayed in hotels in the last 12 months, by demographics, RoI, 2011
- Figure 83: Taken a holiday or short break in the last 12 months, by demographics, RoI, 2011
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- Figure 84: Total number of trips taken to the UK and Ireland in the last 12 months, by demographics, RoI, 2011
- Figure 85: Total number of trips taken abroad in the last 12 months, by demographics, RoI, 2011
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- Figure 86: Total time spent on holiday in the last 12 months, by demographics, RoI, 2011
- Figure 87: Month last holiday was taken, by demographics, RoI, 2011
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- Figure 88: Month last holiday was taken (continued), by demographics, RoI, 2011
- Figure 89: European countries visited for holidays, by demographics, RoI, 2011
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- Figure 90: European countries visited for holidays (continued), by demographics, RoI, 2011
- Figure 91: Cost of holiday, by demographics, RoI, 2011
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- Figure 92: Source of information for holidays, by demographics, RoI, 2011
- Figure 93: Source of information for holidays (continued), by demographics, RoI, 2011
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- Figure 94: Method used to book last holiday, by demographics, RoI, 2011
- Figure 95: Method used to book last holiday (continued), by demographics, RoI, 2011
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- Figure 96: How holiday booked, by demographics, RoI, 2011
- Figure 97: Main travel method for last holiday, by demographics, RoI, 2011
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- Figure 98: Main travel method for last holiday (continued), by demographics, RoI, 2011
- Figure 99: Type of holiday taken, by demographics, RoI, 2011
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- Figure 100: Type of holiday taken (continued), by demographics, RoI, 2011
- Figure 101: Type of holiday taken (continued), by demographics, RoI, 2011
- NI – Agreement with lifestyle statements
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- Figure 102: Agreement with statements relating to travel and holidays, by demographics, NI, 2011
- Figure 103: Agreement with statements relating to travel and holidays (continued), by demographics, NI, 2011
- RoI – Agreement with lifestyle statements
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- Figure 104: Agreement with statements relating to travel and holidays, by demographics, RoI, 2011
- Figure 105: Agreement with statements relating to travel and holidays (continued), by demographics, RoI, 2011
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