Table of Contents
Introduction
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- Key themes of the report
- Definition
- Data sources
- Abbreviations
Executive Summary
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- The Market
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- Figure 1: Indexed estimated total expenditure on accommodation, IoI, NI and RoI, 2009-19
- Forecast
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- Figure 2: Indexed estimated visitor expenditure, NI and RoI, 2009-19
- Market factors
- Irish hotel prices continue to increase
- Decline in Irish consumers booking accommodation online
- Smartphones could offer viable channel for accommodation sector
- Consumer confidence remains healthy across Ireland
- Irish consumers’ personal finances continue to improve
- Companies, brands and innovations
- The consumer
- Hotels with bed and breakfast the most likely to be used for an overnight stay in Ireland
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- Figure 3: Types of accommodation used for overnight stays in NI or RoI in the last 12 months, NI and RoI, July 2014
- Country and rural hotel breaks the main reason Irish consumers are using accommodation
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- Figure 4: Reasons why consumers have used accommodation in NI or RoI in the last 12 months, NI and RoI, July 2014
- Irish consumers prefer to book online directly with accommodation providers
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- Figure 5: How consumers booked accommodation for their last trip to NI or RoI, NI and RoI, July 2014
- Poor reviews the main factor preventing consumers from booking accommodation online
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- Figure 6: Factors that prevented consumers from booking online with an accommodation provider in the past, NI and RoI, July 2014
- Accommodation services and facilities seen as part of the holiday experience
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- Figure 7: Agreement with statements relating to accommodation, NI and RoI, July 2014
- What we think
Issues and Insights
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- What opportunities does the improving economic environment hold for accommodation providers?
- The facts
- The implications
- Which types of accommodation hold the greatest appeal to Irish consumers?
- The facts
- The implications
- What are main reasons for Irish consumers booking accommodation?
- The facts
- The implications
- How did Irish consumers book accommodation for their last trip?
- The facts
- The implications
- What factors have prevented Irish consumers from booking accommodation online in the past?
- The facts
- The implications
Trend Application
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- Influentials
- Green and Lean
- Switch Off
Market Overview
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- Key points
- 2014 sees hotel prices continue to grow
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- Figure 8: Average room prices per night of selected European destinations, 2009-14*
- Ireland’s capital cities driving growth in 2014
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- Figure 9: Average hotel prices per room per night, by city, NI and RoI
- Fewer Irish consumers booking hotels online
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- Figure 10: Consumers booking hotels or other overnight accommodation online, NI and RoI, 2011-14
- Smartphones could help to boost online bookings
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- Figure 11: Consumers who own, or have access to, mobile technology devices, NI and RoI, March-August 2014
- RoI consumer confidence continues to grow
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- Figure 12: Annualised consumer sentiment index, RoI, 2009-14
- NI consumer confidence dips slightly in Q2 2014
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- Figure 13: Consumer confidence index, NI, September 2008-June 2014
- NI consumer personal finances improving in 2014
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- Figure 14: How consumers rate their current financial situation, NI, January-August 2014
- Consumers’ finances also improving in RoI
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- Figure 15: consumers rate their current financial situation, RoI, January-August 2014
Market Size and Forecast
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- Key points
- Growth in visitors to Ireland to continue growing in 2014
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- Figure 16: Estimated total visitor numbers, IoI, NI and RoI, 2009-19
- 2014 to see strong growth in overseas visitors to Ireland
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- Figure 17: Overseas visitor numbers, IoI, NI and RoI, 2009-19
- Irish consumers to continue holidaying ‘at home’
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- Figure 18: Domestic visitor numbers, IoI, NI and RoI, 2009-19
- Visitor expenditure to continue growing in 2014
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- Figure 19: Estimated total visitor expenditure, IoI, NI and RoI, 2009-19
- Overseas visitors driving tourism spending in NI
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- Figure 20: Estimated domestic and overseas visitor expenditure, NI, 2009-19
- Overseas visitors spending an average of €455 in RoI
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- Figure 21: Estimated domestic and overseas visitor expenditure, RoI, 2009-19
- Spending on accommodation to increase in 2014
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- Figure 22: Estimated visitor expenditure on accommodation, IoI, RoI and NI, 2009-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Companies and Innovations
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- Key points
- Examples of innovation
- Jurys Inn pilots online hotel check-in to meet customer demands
- The Ritz-Carlton uses smell for every branch hotel to welcome returning customers with a happy memory.
- The Californian Aloft Hotel introduce a robot bellhop called Botlr
- Tourism authorities
- Fáilte Ireland
- Northern Ireland Tourist Board
- Tourism Ireland
- Irish Hotels Federation
- Northern Ireland Hotels federation
- Accommodation providers
- 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 – Types of Accommodation Used by Irish Consumers
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- Key points
- Bed and breakfast hotels the most popular type of accommodation
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- Figure 23: Types of accommodation used for overnight stays in NI or RoI in the last 12 months, NI and RoI, July 2014
- Married consumers most likely to book hotel with bed and breakfast
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- Figure 24: Consumers that have booked an overnight stay at a hotel with bed and breakfast in the last 12 months, by marital status, NI and RoI, July 2014
- Separated, widowed and divorced consumers using guesthouses and B&Bs
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- Figure 25: Consumers that have booked an overnight stay at a guesthouse/B&B in the last 12 months, by marital status, NI and RoI, July 2014
- Accommodation-only options most popular among young consumers
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- Figure 26: Consumers that have booked an overnight stay at a hotel with accommodation-only in the last 12 months, by age, NI and RoI, July 2014
The Consumer – Reasons Why Irish Consumers Have Used Accommodation
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- Key points
- Seaside and country breaks the main reason Irish consumers are using accommodation
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- Figure 27: Reasons why consumers have used accommodation in NI or RoI in the last 12 months, NI and RoI, July 2014
- Married consumers most likely to use accommodation for country/rural breaks
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- Figure 28: Consumers using accommodation for country/rural breaks in the last 12 months, by marital status, NI and RoI, July 2014
- Seaside breaks appeal to working consumers
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- Figure 29: Consumers using accommodation for seaside breaks in the last 12 months, by work status, NI and RoI, July 2014
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- Figure 30: Consumers using accommodation for seaside breaks in the last 12 months, by presence of children in the household, NI and RoI, July 2014
- City trips appeal to rural consumers
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- Figure 31: Consumers using accommodation for city trips (eg for shopping, theatre or sightseeing) in the last 12 months, by location, NI, July 2014
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- Figure 32: Consumers using accommodation for city trips (eg for shopping, theatre or sightseeing) in the last 12 months, by location, RoI, July 2014
- Women and young consumers most likely to use accommodation when attending a wedding party
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- Figure 33: Consumers using accommodation for wedding parties in the last 12 months, by age and gender, RoI, July 2014
The Consumer – How Irish Consumers Booked Accommodation for Their Last Trip
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- Key points
- Booking accommodation online directly with providers popular among Irish consumers
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- Figure 34: How consumers booked accommodation for their last trip within Ireland, NI and RoI, July 2014
- 16-24s in NI least likely to book online directly with accommodation providers
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- Figure 35: Consumers booking online directly with the accommodation provider, by age, NI and RoI, July 2014
- Working consumers most likely to use online-only travel agents
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- Figure 36: Consumers booking online with an online-only travel agent website (eg Expedia, Lastminute.com), by work status, NI and RoI, July 2014
- Consumers aged 45+ booking accommodation by telephone
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- Figure 37: Consumers booking accommodation by telephone directly with the provider, by age, NI and RoI, July 2014
The Consumer – Online Factors That Have Prevented Irish Consumers from Booking Accommodation
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- Key points
- Poor reviews preventing consumers booking accommodation online
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- Figure 38: Factors that prevented consumers from booking online with accommodation providers in the past, NI and RoI, July 2014
- Mid-life consumers most influenced by poor reviews
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- Figure 39: Consumers that have been prevented from booking with accommodation providers by poor online reviews, by gender and age, NI and RoI, July 2014
- Lack of images preventing consumers from booking accommodation online
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- Figure 40: Consumers that have been prevented from booking with accommodation providers due to a lack of images online, by age, NI and RoI, July 2014
- Payment security most likely to put Irish students and part-time employees off booking accommodation online
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- Figure 41: Consumers that have been prevented from booking online with accommodation providers due to worries about payment security, by work status, NI and RoI, July 2014
The Consumer – Attitudes Towards Accommodation
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- Key points
- Accommodation seen as part of holiday experience
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- Figure 42: Agreement with statements relating to accommodation, NI and RoI, July 2014
- NI Millennials undecided if accommodation enhances the holiday experience
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- Figure 43: Agreement with the statement “Accommodation and its facilities are part of the holiday experience”, by age, NI, July 2014
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- Figure 44: Agreement with the statement “Accommodation and its facilities are part of the holiday experience”, by age, RoI, July 2014
- Budget accommodation seen as good value among affluent RoI consumers
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- Figure 45: Agreement with the statement “Budget accommodation offers good value for money”, by social class, NI and RoI, July 2014
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- Figure 46: Consumers that agree with the statement “Accommodation is just about the basic essentials (eg clean room, a good night’s sleep)”, by social class, NI and RoI, July 2014
- Working NI consumers willing to pay more for guest experience
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- Figure 47: Agreement with the statement “It’s worth paying a bit more to have a better guest experience (eg better customer service, better hotel facilities)”, by work status, NI, July 2014
- RoI students prepared to pay for better guest experience
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- Figure 48: Agreement with the statement “It’s worth paying a bit more to have a better guest experience (eg better customer service, better hotel facilities)”, by work status, RoI, July 2014
Appendix
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- NI Toluna data
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- Figure 49: Types of accommodation used for overnight stays in NI or RoI in the last 12 months, by demographics, NI, July 2014
- Figure 50: Types of accommodation used for overnight stays in NI or RoI in the last 12 months, by demographics, NI, July 2014 (continued)
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- Figure 51: Types of accommodation used for overnight stays in NI or RoI in the last 12 months, by demographics, NI, July 2014 (continued)
- Figure 52: Reasons why consumers have used accommodation in NI or RoI in the last 12 months, by demographics, NI, July 2014
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- Figure 53: Reasons why consumers have used accommodation in NI or RoI in the last 12 months, by demographics, NI, July 2014 (continued)
- Figure 54: Reasons why consumers have used accommodation in NI or RoI in the last 12 months, by demographics, NI, July 2014 (continued)
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- Figure 55: How consumers booked accommodation for their last trip to NI or RoI by demographics, NI, July 2014
- Figure 56: How consumers booked accommodation for their last trip to NI or RoI by demographics, NI, July 2014 (continued)
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- Figure 57: How consumers booked accommodation for their last trip to NI or RoI by demographics, NI, July 2014 (continued)
- Figure 58: Factors that prevented consumers from booking online with accommodation providers in the past, by demographics, NI, July 2014
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- Figure 59: Factors that prevented consumers from booking online with accommodation providers in the past, by demographics, NI, July 2014 (continued)
- Figure 60: Factors that prevented consumers from booking online with accommodation providers in the past, by demographics, NI, July 2014 (continued)
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- Figure 61: Agreement with the statement “Accommodation is just about the basic essentials (eg clean room, a good night’s sleep)”, by demographics, NI, July 2014
- Figure 62: Agreement with the statement “The lack of comfort puts me off caravanning or camping”, by demographics, NI, July 2014
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- Figure 63: Agreement with the statement “It’s worth paying a bit more to have a better guest experience (eg better customer service, better hotel facilities)”, by demographics, NI, July 2014
- Figure 64: Agreement with the statement “Big hotel chains offer a more reliable service”, by demographics, NI, July 2014
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- Figure 65: Agreement with the statement “Accommodation and its facilities are part of the holiday experience”, by demographics, NI, July 2014
- Figure 66: Agreement with the statement “Budget accommodation offers good value for money”, by demographics, NI, July 2014
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- Figure 67: Agreement with the statement “It’s worth paying more for accommodation with spa/beauty services ”, by demographics, NI, July 2014
- Figure 68: Agreement with the statement “NI/RoI hotels offer better value for money compared with hotels abroad”, by demographics, NI, July 2014
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- Figure 69: Agreement with the statement “Caravanning/camping is great for spending time outdoors”, by demographics, NI, July 2014
- Figure 70: Agreement with the statement “I’d rather stay in places with environmentally-friendly credentials”, by demographics, NI, July 2014
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- Figure 71: Agreement with the statement “Caravanning/camping is fine for a short break (eg 1-3 days) but not for a longer holiday”, by demographics, NI, July 2014
- RoI Toluna data
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- Figure 72: Types of accommodation used for overnight stays in RoI or RoI in the last 12 months, by demographics, RoI, July 2014
- Figure 73: Types of accommodation used for overnight stays in RoI or RoI in the last 12 months, by demographics, RoI, July 2014 (continued)
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- Figure 74: Types of accommodation used for overnight stays in RoI or RoI in the last 12 months, by demographics, RoI, July 2014 (continued)
- Figure 75: Reasons why consumers have used accommodation in RoI or RoI in the last 12 months, by demographics, RoI, July 2014
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- Figure 76: Reasons why consumers have used accommodation in RoI or RoI in the last 12 months, by demographics, RoI, July 2014 (continued)
- Figure 77: Reasons why consumers have used accommodation in RoI or RoI in the last 12 months, by demographics, RoI, July 2014 (continued)
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- Figure 78: How consumers booked accommodation for their last trip to RoI or RoI by demographics, RoI, July 2014
- Figure 79: How consumers booked accommodation for their last trip to RoI or RoI by demographics, RoI, July 2014 (continued)
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- Figure 80: How consumers booked accommodation for their last trip to RoI or RoI by demographics, RoI, July 2014 (continued)
- Figure 81: Factors that prevented consumers from booking online with accommodation providers in the past, by demographics, RoI, July 2014
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- Figure 82: Factors that prevented consumers from booking online with accommodation providers in the past, by demographics, RoI, July 2014 (continued)
- Figure 83: Factors that prevented consumers from booking online with accommodation providers in the past, by demographics, RoI, July 2014 (continued)
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- Figure 84: Agreement with the statement “Accommodation is just about the basic essentials (eg clean room, a good night’s sleep)”, by demographics, RoI, July 2014
- Figure 85: Agreement with the statement “The lack of comfort puts me off caravanning or camping”, by demographics, RoI, July 2014
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- Figure 86: Agreement with the statement “It’s worth paying a bit more to have a better guest experience (eg better customer service, better hotel facilities)”, by demographics, RoI, July 2014
- Figure 87: Agreement with the statement “Big hotel chains offer a more reliable service”, by demographics, RoI, July 2014
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- Figure 88: Agreement with the statement “Accommodation and its facilities are part of the holiday experience”, by demographics, RoI, July 2014
- Figure 89: Agreement with the statement “Budget accommodation offers good value for money”, by demographics, RoI, July 2014
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- Figure 90: Agreement with the statement “It’s worth paying more for accommodation with spa/beauty services ”, by demographics, RoI, July 2014
- Figure 91: Agreement with the statement “RoI/RoI hotels offer better value for money compared with hotels abroad”, by demographics, RoI, July 2014
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- Figure 92: Agreement with the statement “Caravanning/camping is great for spending time outdoors”, by demographics, RoI, July 2014
- Figure 93: Agreement with the statement “I’d rather stay in places with environmentally-friendly credentials”, by demographics, RoI, July 2014
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- Figure 94: Agreement with the statement “Caravanning/camping is fine for a short break (eg 1-3 days) but not for a longer holiday”, by demographics, RoI, July 2014
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