Table of Contents
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- Terribly outdated?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)
-
Back to top