Technology continues to have a significant impact on the Irish tourism industry. The internet has enabled companies to establish a worldwide presence and has provided consumers with a rich source of information. In addition, the high levels of ownership and usage of smartphones, tablets, apps, social networks and built-in cameras allow consumers and companies to connect in real time and thus provides Irish tourism companies with new marketing opportunities and ways to reach consumers.

This report examines the role that technology plays in the Irish tourism industry by looking at the sources that Irish consumers used to research ideas before booking their last holiday or short break, how they booked it, and their attitudes towards technology in Irish tourism.

Key themes of the report

  • Which online information sources did Irish consumers use to book their most recent holiday or short break? – What are Irish consumers preferred online sources of information? Which offline information sources are Irish consumers most likely to use when booking a holiday or short break?

  • How did Irish consumers book aspects of their most recent trip? – Do online sources dominate the booking phase of a holiday or short break? Do Irish consumers use online travel agents to book holidays and short breaks or do they visit a travel agent in person? Are third party providers popular channels when Irish consumers are booking aspects of their holiday or short break, or do they prefer to book directly with the service provider?

  • What opportunities does the high level of technology usage in Ireland hold for tourism companies? – How can Irish tourism companies benefit from the high ownership of internet-enabled mobile devices? Are social networks viable channels to reach Irish consumers? Do Irish consumers engage with online photos and video content posted by tourism companies?

  • What impact is the growing use of technology having on the Irish tourism sector? – Are Irish consumers still visiting high street travel agents in person? What can high street travel agents do to adapt to the growing use of technology in the holiday research and booking phases?

  • Is there an opportunity for a technology-free tourism experience? Do Irish consumers feel that the use of technology detracts from the holiday experience? Are consumers interested in ‘tech-free’ tourist sites?

Other Mintel reports of relevance include:

  • Digital Trends Summer – UK, June 2015

  • Social Networking – Ireland, May 2015

  • The Customer Journey in Travel – UK, May 2015

  • Online and Mobile Retailing – Ireland, March 2015

  • Domestic vs Overseas Tourism – Ireland, November 2014

  • Technology in Irish Tourism – Ireland, July 2014.

Data sources

In compiling this report, Mintel has gathered data from separate NI and RoI sources (eg NISRA – Northern Ireland Statistics and Research Agency and CSO – Central Statistics Office). In some cases, therefore, it has not been possible to provide comparable data for each region.

For the purpose of this report:

  • Ireland or IoI refers to the island of Ireland.

  • NI refers to Northern Ireland.

  • RoI refers to the Republic of Ireland.

  • Therefore, ‘Irish consumers’ refers to both NI and RoI consumers.

Mintel also draws consumer insight from other sources:

  • Mintel’s trend database and previous Mintel reports in the UK and Ireland

  • Exclusive consumer research commissioned by Mintel and conducted by Toluna in May 2015

Please note that the results presented in The Consumer sections of this report relate to the usage and habits of Irish internet users only, and do not account for the behaviours of non-internet users. Eurostat (January 2015) highlights that 80% of RoI consumers have used the internet in the last 12 months, while the ONS (May 2014) highlights that 79% of NI consumers have used the internet.

Definition

This report will examine the role of technology within the Irish tourism sector. Technology in the tourism sector is defined as the use of internet-enabled mobile devices, such as smartphones and tablet computers, apps, comparison websites, the internet and Wi-Fi to research or book a holiday or short break, accommodation and tourism-related activities in Ireland.

The use of social networks will also be examined, looking at how Irish consumers are using these platforms to engage with tourism companies and enhance their holiday and short breaks. Tourism companies’ use of social networking sites to promote their services will also be considered. This report also examines Irish consumers that have taken a short break and a holiday. For the purpose of this report a short break is defined as a trip that lasts for one to three days (including overnight stays) while a holiday is defined as four days or more (including overnight stays).

As determining a market size is not feasible when looking at the use of technology in Irish tourism, the Market in Context section of the report will instead look at case studies of companies that use technology in the delivery of their services in Ireland. The case study companies include Tourism Ireland, British Airways, Ryanair, EasyJet and Dublin Airport Authority.

Abbreviations

BA British Airways
CSO Central Statistics Office
DAA Dublin Airport Authority
DETINI Department of Enterprise, Trade and Investment Northern Ireland
GB Great Britain
GPS Global Positioning Satellite
HBO Home Box Office
IAG International Airlines Group
: :
: :
Back to top