Table of Contents
Introduction
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- Key themes of the report
- Definitions
- Data sources
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Indexed estimated visitor numbers, NI and RoI, 2007-17*
- Forecast
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- Figure 2: Forecast of visitor expenditure, IoI, NI and RoI, 2007-17*
- Market factors
- Calls for short-haul APD to be abolished in NI
- Mature Irish consumers a key market for tourism
- Internet a key channel for booking holidays
- Mixed results for tourism advertising
- 2013 Budget seeks to boost tourism
- Companies, brands and innovations
- The consumer
- Holiday a priority for Irish consumers
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- Figure 3: Taken a holiday or short break in the last 12 months, NI and RoI, 2012
- Approximately half of Irish consumers travel by air
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- Figure 4: Consumers who travelled by air in the last 12 months, by reason for travel, NI and RoI, 2012
- Price a crucial issue for air travel
- Elderly consumers prefer to holiday at home
- Young consumers desire organised activities on holiday
- What we think
Issues in the Market
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- How often do Irish consumers take holidays?
- What are the key destinations for Irish consumers travelling overseas?
- How do Irish consumers travel?
- How are Irish consumers sourcing information when choosing a domestic or overseas holiday?
- Have difficult financial circumstances helped or hindered the tourism industry in Ireland?
Trend Applications
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- Patriot Games
- Click and Connect
- 2015 Trend: Access Anything, Anywhere
Market Overview
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- Key points
- NI abolishes APD on long-haul flights
- Short-haul APD a ‘stumbling block’ to growth in NI
- EC rules that 2009 Irish Air Travel Tax gives Irish air operators unfair advantage
- Simplified Air Travel Tax rate in RoI drives visitors and spending
- Mature consumers set to be a key market for tourism
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- Figure 5: NI population, by age, 2010-56
- Figure 6: RoI population, by age, 2006-41
- Mixed reception in RoI for Budget 2013
- Internet a key channel for booking holidays
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- Figure 7: Method used to book last holiday, NI and RoI, 2012
- Mobile internet access on the rise
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- Figure 8: Accessing the internet through a mobile phone, NI and RoI, 2008-12
- NI and RoI governments focus on tourism to boost growth
- Disappointing start for ni2012 campaign during first six months
- An up and down year for Irish tourism
Market Size and Forecast
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- Key points
- Mixed picture for Irish tourism in 2012
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- Figure 9: Estimated visitor numbers, IoI, NI and RoI, 2007-17*
- 2013 looks promising for both regions
- Overseas visitors to Ireland forecast to increase
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- Figure 10: Overseas visitor numbers, IoI, NI and RoI, 2007-17
- Growing number of Irish consumers holidaying ‘at home’
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- Figure 11: Domestic visitor numbers, IoI, NI and RoI, 2007-17
- Tourism-related spending to decline in NI during 2012
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- Figure 12: Estimated visitor expenditure, IoI, NI and RoI, 2007-17*
- Domestic and overseas visitors spending less in NI
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- Figure 13: Estimated domestic and overseas visitor expenditure, NI, 2007-17
- Visitor expenditure stabilises in RoI
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- Figure 14: Estimated domestic and overseas visitor expenditure, RoI, 2007-17
Strengths and Weaknesses
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- Strengths
- Weaknesses
Competitive Context
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- Key points
- Spain a favourite among Irish consumers
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- Figure 15: Selected European countries visited for holidays, NI and RoI, 2012
- Ireland also competing with core markets
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- Figure 16: Top ten markets, by volume, 2011
- Figure 17: Top ten markets, by value, 2011
Companies and Innovations
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- Examples of innovation
- easyJet ‘inspires’ customers with new map-based search
- Aer Lingus to provide onboard internet capability
- ‘Image It’ to break the language barrier
- Real-time schedules with UK Bus Checker
- Company profiles – Tourist boards
- Fáilte Ireland
- Northern Ireland Tourist Board (NITB)
- Tourism Ireland
- Company profiles – Airlines
- Aer Arann
- Aer Lingus
- easyJet
- Flybe
- Ryanair
The Consumer – Holiday Trends
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- Key points
- Irish women taking more holidays than men
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- Figure 18: Consumers who have taken a holiday or short break in the last 12 months, NI and RoI, 2008-12
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- Figure 19: Taken a holiday or short break in the last 12 months, by gender and age, NI and RoI, 2012
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- Figure 20: Taken a holiday or short break in the last 12 months, by working status, NI and RoI, 2012
- Irish consumers taking between one and three trips abroad
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- Figure 21: Total number of trips taken abroad in the last 12 months, NI and RoI, 2012
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- Figure 22: Total number of trips taken to the UK and Ireland in the last 12 months, NI and RoI, 2012
- Affluent 45-54-year-olds taking two to three trips abroad
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- Figure 23: Consumers taking two to three trips abroad in the last 12 months, by social class, NI and RoI, 2012
- Summer months peak season for holidays
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- Figure 24: Selected months last holiday was taken, NI and RoI, 2012
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- Figure 25: Last holiday taken in July, by presence of children in household, NI and RoI, 2012
- Consumers spending one to two weeks on holiday
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- Figure 26: Total number of weeks spent on holiday in the last 12 months, NI and RoI, 2012
- Irish consumers using hotels at home
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- Figure 27: Consumers who stayed in a hotel in the last 12 months, by location, NI and RoI, 2012
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- Figure 28: Types of hotel accommodation used in NI/RoI in the last 12 months, NI and RoI, June 2012*
- Beach holidays preferred by the Irish
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- Figure 29: Type of holiday taken, NI and RoI, 2012
- Holidays costing Irish consumers four figures
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- Figure 30: Cost of holiday, NI and RoI, 2012
The Consumer – Air Travel Usage
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- Key points
- Mature consumers most likely to travel by air
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- Figure 31: Consumers who travelled by air in the last 12 months for a holiday or personal reasons, NI and RoI, 2008-12
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- Figure 32: Consumers who travelled by air in the last 12 months for a holiday or personal reasons, by work status, NI and RoI, 2012
- Irish consumers take an average of two air trips per year
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- Figure 33: Total number of air trips in the last 12 months, NI and RoI, 2012
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- Figure 34: One to two air trips taken in the last 12 months, NI and RoI, 2008-12
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- Figure 35: Consumers taking three to four air trips in the last 12 months, by social class, NI and RoI, 2012
- Price the most important factor when travelling by air
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- Figure 36: Selected important factors consumers consider when travelling by air, NI and RoI, 2012
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- Figure 37: Importance of price when travelling by air, by gender, NI and RoI, 2012
- Economy class most frequently used when flying
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- Figure 38: Class usually travelled in when flying, NI and RoI, 2012
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- Figure 39: Consumers travelling in standard economy class when flying, by age, NI and RoI, 2012
- Convenience also important to Irish consumers
The Consumer – Attitudes Towards Travel and Holidays
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- Key points
- Almost a quarter of consumers like to stay at home
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- Figure 40: Agreement with selected statements relating to travel and holidays, NI and RoI, 2012
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- Figure 41: Agreement with the statement ‘I like to take holidays in my own country rather than abroad’, by gender and age, NI and RoI, 2012
- Travelling abroad popular with Irish consumers
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- Figure 42: Agreement with the statement ‘I like the idea of travelling abroad’, by age, NI and RoI, 2012
- A fifth of Irish consumers want organised activities
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- Figure 43: Agreement with the statement ‘I like to go on holidays where activities are organised for me’, by gender and age, NI and RoI, 2012
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- Figure 44: Activities which consumers have taken part in whilst on holiday in Ireland, NI and RoI, June 2012
- However, a quarter of all Irish consumers prefer relaxing holidays
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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, 2012
- ‘Unchartered territory’ appeals to Irish consumers
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- Figure 46: Agreement with the statement ‘I try to go somewhere different on holiday every time’, by gender and age, NI and RoI, 2012
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- Figure 47: Agreement with the statement ‘I try to go somewhere different on holiday every time’, by work status, NI and RoI, 2012
- Newspapers and magazines still influencing choice of holiday
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- Figure 48: Agreement with the statement ‘Newspaper and magazine articles on holidays and travel influence my choice of holiday’, by gender and age, NI and RoI, 2012
- Four in ten consumers like familiar places for holidays
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- Figure 49: Agreement with the statement ‘I like to go back to familiar places for holidays’, by age, NI and RoI, 2012
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- Figure 50: Agreement with the statement ‘I like to go back to familiar places for holidays’, by gender and working status, NI and RoI, 2012
Appendix
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- Figure 51: Unemployment rate (% of labour force), actual and projected, NI and RoI, 2008-15
- Figure 52: Economic outlook, NI and RoI, 2010-13
- NI TGI data
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- Figure 53: Consumers who travelled by air in the last 12 months, by reason for travel, by demographics, NI, 2012
- Figure 54: Total number of air trips in the last 12 months, by demographics, NI, 2012
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- Figure 55: Class usually travelled in when flying, by demographics, NI, 2012
- Figure 56: Important factors consumers consider when travelling by air, by demographics, NI, 2012
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- Figure 57: Important factors consumers consider when travelling by air, by demographics, NI, 2012 (continued)
- Figure 58: Consumers who stayed in a hotel in the last 12 months, by location, by demographics, NI, 2012
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- Figure 59: How many times consumers stayed in hotels in the last 12 months, by demographics, NI, 2012
- Figure 60: Taken a holiday or short break in the last 12 months, by demographics, NI, 2012
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- Figure 61: Total number of trips taken to the UK and Ireland in the last 12 months, by demographics, NI, 2012
- Figure 62: Total number of trips taken abroad in the last 12 months, by demographics, NI, 2012
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- Figure 63: Total number of weeks spent on holiday in the last 12 months, by demographics, NI, 2012
- Figure 64: Month last holiday was taken, by demographics, NI, 2012
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- Figure 65: Month last holiday was taken, by demographics, NI, 2012 (continued)
- Figure 66: European countries visited for holidays, by demographics, NI, 2012
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- Figure 67: European countries visited for holidays, by demographics, NI, 2012 (continued)
- Figure 68: Cost of holiday, by demographics, NI, 2012
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- Figure 69: Source of information for holidays, by demographics, NI, 2012
- Figure 70: Source of information for holiday, by demographics, NI, 2012 (continued)
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- Figure 71: How holiday booked, by demographics, NI, 2012
- Figure 72: How holiday booked, by demographics, NI, 2012 (continued)
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- Figure 73: Method used to book last holiday, by demographics, NI, 2012
- Figure 74: Main travel method for last holiday, by demographics, NI, 2012
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- Figure 75: Main travel method for last holiday, by demographics, NI, 2012 (continued)
- Figure 76: Type of holiday taken, by demographics, NI, 2012
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- Figure 77: Type of holiday taken, by demographics, NI, 2012 (continued)
- Figure 78: Type of holiday taken, by demographics, NI, 2012 (continued)
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- Figure 79: Agreement with statements relating to travel and holidays, by demographics, NI, 2012
- Figure 80: Agreement with statements relating to travel and holidays, by demographics, NI, 2012 (continued)
- RoI TGI data
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- Figure 81: Consumers who travelled by air in the last 12 months, by reason for travel, by demographics, RoI, 2012
- Figure 82: Total number of air trips in the last 12 months, by demographics, RoI, 2012
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- Figure 83: Class usually travelled in when flying, by demographics, RoI, 2012
- Figure 84: Important factors consumers consider when travelling by air, by demographics, RoI, 2012
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- Figure 85: Important factors consumers consider when travelling by air, by demographics, RoI, 2012 (continued)
- Figure 86: Consumers who stayed in a hotel in the last 12 months, by location, by demographics, RoI, 2012
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- Figure 87: How many times consumers stayed in hotels in the last 12 months, by demographics, RoI, 2012
- Figure 88: Taken a holiday or short break in the last 12 months, by demographics, RoI, 2012
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- Figure 89: Total number of trips taken to the UK and Ireland in the last 12 months, by demographics, RoI, 2012
- Figure 90: Total number of trips taken abroad in the last 12 months, by demographics, RoI, 2012
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- Figure 91: Total number of weeks spent on holiday in the last 12 months, by demographics, RoI, 2012
- Figure 92: Month last holiday was taken, by demographics, RoI, 2012
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- Figure 93: Month last holiday was taken, by demographics, RoI, 2012 (continued)
- Figure 94: European countries visited for holidays, by demographics, RoI, 2012
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- Figure 95: European countries visited for holidays, by demographics, RoI, 2012 (continued)
- Figure 96: Cost of holiday, by demographics, RoI, 2012
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- Figure 97: Source of information for holidays, by demographics, RoI, 2012
- Figure 98: Source of information for holidays, by demographics, RoI, 2012 (continued)
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- Figure 99: Method used to book last holiday, by demographics, RoI, 2012
- Figure 100: Method used to book last holiday, by demographics, RoI, 2012 (continued)
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- Figure 101: How holiday booked, by demographics, RoI, 2012
- Figure 102: Main travel method for last holiday, by demographics, RoI, 2012
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- Figure 103: Main travel method for last holiday, by demographics, RoI, 2012 (continued)
- Figure 104: Type of holiday taken, by demographics, RoI, 2012
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- Figure 105: Type of holiday taken, by demographics, RoI, 2012 (continued)
- Figure 106: Type of holiday taken, by demographics, RoI, 2012 (continued)
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- Figure 107: Agreement with statements relating to travel and holidays, by demographics, RoI, 2012
- Figure 108: Agreement with statements relating to travel and holidays, by demographics, RoI, 2012
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