Table of Contents
Executive Summary
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- The market
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- Figure 1: Estimated visitor expenditure on accommodation, NI and RoI, 2014-19
- Forecast
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- Figure 2: Indexed estimated visitor expenditure on accommodation, NI and RoI, 2014-24
- Market factors
- Price of accommodation rising across Ireland
- Accommodation sector impacted by higher tourism VAT rate
- Weak Sterling sees RoI hotel become more expensive for NI market
- Irish consumers remain financially insecure
- Companies, innovations and brands
- The consumer
- Chain and independent hotels popular among Irish consumers
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- Figure 3: Types of accommodation consumers have stayed in during the last 12 months, NI and RoI, November 2019
- B&B the preferred type of hotel stay
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- Figure 4: Types of hotel stays by consumers in NI and/or RoI only in the last 12 months, NI and RoI, November 2019
- Romantic getaways and city trips the main reasons for staying at hotels
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- Figure 5: Reasons stated by consumers for a hotel stay in NI and/or RoI only in the last 12 months, NI and RoI, November 2019
- Price comparison websites remain important when booking hotels
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- Figure 6: Attitudes towards technology in hotels and resorts, NI and RoI, November 2019
- Consumers want more from hotels on sustainability
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- Figure 7: Attitudes towards sustainability at hotels and resorts, NI and RoI, November 2019
- Hotel quality important part of travel experience
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- Figure 8: Attitudes towards hotels versus Airbnb, NI and RoI, November 2019
- Irish consumers interested in themed hotels
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- Figure 9: Attitudes towards hotels and resorts, NI and RoI, November 2019
- What we think
The Market – What You Need to Know
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- 2019 to see accommodation sector grow
- Increased tourism VAT rate to impact accommodation sector
- Accommodation costs falling in RoI, rising in NI
- Irish consumers have little disposable income
Market Size and Forecast
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- Accommodation expenditure to grow in 2019
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- Figure 10: Estimated visitor expenditure on accommodation, IoI, NI and RoI, 2014-24
- Growth in accommodation spending to continue through to 2024
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- Figure 11: Indexed estimated visitor expenditure on accommodation, NI and RoI, 2014-24
- Visitor growth will see increased demand for hotel rooms
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- Figure 12: Estimated total visitor numbers, IoI, NI, and RoI, 2014-24
Market Drivers
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- Hotels dominate bed-space capacity in accommodation sector
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- Figure 13: Accommodation capacity, by accommodation type, RoI, 2019
- Occupancy rates high across Ireland
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- Figure 14: Accommodation occupancy, NI, 2014-19
- Figure 15: Accommodation occupancy, by region, RoI, 2018
- Accommodation prices rising in the UK
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- Figure 16: Consumer price inflation (CPI) vs accommodation services, UK (including NI), January 2018-September 2019
- Figure 17: Consumer price inflation (CPI) vs accommodation services, RoI, January 2018-September 2019
- Tax on tourism services increases
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- Figure 18: VAT rates on accommodation in selected European countries, 2019
- Sterling weakness provides opportunities for NI hotels
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- Figure 19: Exchange rates involving Sterling and euro, November 2018-October 2019
- Irish consumers remain financially insecure
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- Figure 20: Financial health of Irish consumers, NI and RoI, November 2018 and November 2019
- Exchange rates see RoI accommodation costs increase for UK consumers
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- Figure 21: Impact of Sterling/euro exchange rate on accommodation prices, RoI, 2017 and 2018
Companies and Innovations – What You Need to Know
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- Cleaning history of hotel linen trackable through smartphone-linked chip
- Hotels taking steps to reduce their carbon footprint
- Hotel operators expanding in Ireland
- Center Parcs enters the Irish market
Who’s Innovating?
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- Technology enables hotel linen cleaning history to be tracked
- Swedish hotel offers Arctic wellness retreat
- London hotel combines sustainability and experiential factor
- Crowne Plaza turning to electric buses for airport shuttle service
- Premier Inn hosts Pillow Fight Club
- Wursthotel ever opens in Germany
Companies and Brands
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- Center Parcs
- Key facts
- Hotel portfolio
- Recent developments
- Dalata Hotel Group
- Key facts
- Hotel portfolio
- Recent developments
- The Gresham Hotel Group (RoI Only)
- Key facts
- Hotel portfolio
- Recent developments
- InterContinental Hotels Group
- Key facts
- Hotel portfolio
- Recent developments
- Hastings Hotels
- Key facts
- Hotel portfolio
- Recent developments
- Hilton Hotels and Resorts
- Key facts
- Hotel portfolio
- Jurys Inn
- Key facts
- Hotel portfolio
- Recent developments
- Premier Inn
- Key facts
- Hotel portfolio
- Recent developments
The Consumer – What You Need to Know
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- Hotel chains popular among Irish consumers
- B&B preferred type of hotel stay
- Romantic getaways and city trips the top reasons for consumers staying in hotels
- Irish consumers using comparison sites to find hotels
- Eco-conscious consumers want more from hotels on sustainability
- Hotels remain consumers’ preferred accommodation type
- Novelty hotels interest Irish consumers
Type of Accommodation Used
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- Hotel chains popular among Irish consumers
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- Figure 22: Types of accommodation consumers have stayed in during the last 12 months, NI and RoI, November 2019
- Hotel chains favoured by Millennials
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- Figure 23: Consumers who have stayed in a hotel chain (eg Premier Inn, Hilton) in NI and RoI in the last 12 months, by age, NI and RoI, November 2019
- Higher-income consumers favouring independent hotels
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- Figure 24: Consumers who have stayed in an independent hotel (ie not part of a chain) in NI and RoI in the last 12 months, by household income, NI, November 2019
- Figure 25: Consumers who have stayed in an independent hotel (ie not part of a chain) in NI and RoI in the last 12 months, by household income, RoI, November 2019
- Men are key users of accommodation services
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- Figure 26: Types of accommodation used in NI and RoI in the last 12 months, by gender, NI, November 2019
- Figure 27: Types of accommodation used in NI and RoI in the last 12 months, by gender, RoI, November 2019
Type of Stay at Hotels and Resorts
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- Irish consumers opting for B&B when staying at hotels
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- Figure 28: Types of hotel stays by consumers in NI and/or RoI only in the last 12 months, NI and RoI, November 2019
- B&Bs popular among Boomers
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- Figure 29: Consumers who had a bed and breakfast stay in a hotel in NI and/or RoI only in the last 12 months, by gender and age, NI and RoI, November 2019
- ABC1s prefer B&Bs in NI while C2DEFs booking B&Bs in RoI
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- Figure 30: Types of hotel stays by consumers in NI and/or RoI only in the last 12 months, by social class, NI, November 2019
- Figure 31: Types of hotel stays by consumers in NI and/or RoI only in the last 12 months, by social class, RoI, November 2019
Reasons for Staying at Hotels and Resorts
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- Consumers staying at hotels for romantic getaways and city breaks
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- Figure 32: Reasons stated by consumers for a hotel stay in NI and/or RoI only in the last 12 months, NI and RoI, November 2019
- Full-time workers staying at hotels for business trips
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- Figure 33: Consumers who have stayed at a hotel in NI and/or RoI in the last 12 months for entertainment/sports event (eg concert/football match), by gender, NI and RoI, November 2019
- Parents with young children visiting hotels for romantic getaways
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- Figure 34: Consumers who have stayed at a hotel in NI and/or RoI in the last 12 months for a romantic getaway, by presence of children, NI and RoI, November 2019
- City trips popular among rural consumers
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- Figure 35: Consumers who have stayed at a hotel in NI and/or RoI in the last 12 months for a city trip, by location, NI, November 2019
- Figure 36: Consumers who have stayed at a hotel in NI and/or RoI in the last 12 months for a city trip, by location, NI, November 2019
Technology in Hotels and Resorts
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- Comparison websites a key channel for hotels and resorts
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- Figure 37: Attitudes towards technology in hotels and resorts, NI and RoI, November 2019
- Smart hotels and app check-in features appeal to younger hotel guests
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- Figure 38: Agreement with statements relating to technology in hotels and resorts, by age, NI, November 2019
- Figure 39: Agreement with statements relating to technology in hotels and resorts, by age, RoI, November 2019
Sustainability in Hotels and Resorts
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- Sustainability remains high on the agenda for Irish consumers
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- Figure 40: Attitudes towards sustainability at hotels and resorts, NI and RoI, November 2019
- Affluent consumers think hotels need eco-rating
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- Figure 41: Agreement with statements relating to sustainability at hotels and resorts, by social class, NI, November 2019
- Figure 42: Agreement with statements relating to sustainability at hotels and resorts, by social class, RoI, November 2019
Hotel Attitudes – Hotels versus Airbnb
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- Hotels remain popular when taking overnight trips
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- Figure 43: Attitudes towards hotels versus Airbnb, NI and RoI, November 2019
- ABC1s willing to splash out to celebrate special occasions
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- Figure 44: Agreement with the statement ‘It's worth splashing out on 5-star luxury to celebrate a special occasion (eg anniversary, Valentine's Day)’, by social class, NI and RoI, November 2019
- Millennials think Airbnb offers better value than hotels
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- Figure 45: Agreement with the statement ‘Services like Airbnb offer better value for money than hotels/resorts’, by age, NI and RoI, November 2019
Attitudes towards Hotels and Resorts
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- Consumers interested in themed hotels
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- Figure 46: Attitudes towards hotels and resorts, NI and RoI, November 2019
- Young consumers interested in novelty hotels
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- Figure 47: Agreement with the statement ‘Novelty/themed hotels/resorts appeal to me (eg Titanic-themed hotel, Game of Thrones hotel)’, by generation, NI and RoI, November 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Market size rationale
- Generational cohort definitions
- Abbreviations
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