Domestic vs Overseas Tourism - Ireland - January 2013

INTRODUCTION
Key themes of the report
Definitions
Data sources
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Indexed estimated visitor numbers, NI and RoI, 2007-17*
Forecast
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
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
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
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
Patriot Games
Click and Connect
2015 Trend: Access Anything, Anywhere
MARKET OVERVIEW
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
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
Figure 7: Method used to book last holiday, NI and RoI, 2012
Mobile internet access on the rise
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
Key points
Mixed picture for Irish tourism in 2012
Figure 9: Estimated visitor numbers, IoI, NI and RoI, 2007-17*
2013 looks promising for both regions
Overseas visitors to Ireland forecast to increase
Figure 10: Overseas visitor numbers, IoI, NI and RoI, 2007-17
Growing number of Irish consumers holidaying ‘at home’
Figure 11: Domestic visitor numbers, IoI, NI and RoI, 2007-17
Tourism-related spending to decline in NI during 2012
Figure 12: Estimated visitor expenditure, IoI, NI and RoI, 2007-17*
Domestic and overseas visitors spending less in NI
Figure 13: Estimated domestic and overseas visitor expenditure, NI, 2007-17
Visitor expenditure stabilises in RoI
Figure 14: Estimated domestic and overseas visitor expenditure, RoI, 2007-17
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
COMPETITIVE CONTEXT
Key points
Spain a favourite among Irish consumers
Figure 15: Selected European countries visited for holidays, NI and RoI, 2012
Ireland also competing with core markets
Figure 16: Top ten markets, by volume, 2011
Figure 17: Top ten markets, by value, 2011
COMPANIES AND INNOVATIONS
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
Key points
Irish women taking more holidays than men
Figure 18: Consumers who have taken a holiday or short break in the last 12 months, NI and RoI, 2008-12
Figure 19: Taken a holiday or short break in the last 12 months, by gender and age, NI and RoI, 2012
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
Figure 21: Total number of trips taken abroad in the last 12 months, NI and RoI, 2012
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
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
Figure 24: Selected months last holiday was taken, NI and RoI, 2012
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
Figure 26: Total number of weeks spent on holiday in the last 12 months, NI and RoI, 2012
Irish consumers using hotels at home
Figure 27: Consumers who stayed in a hotel in the last 12 months, by location, NI and RoI, 2012
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
Figure 29: Type of holiday taken, NI and RoI, 2012
Holidays costing Irish consumers four figures
Figure 30: Cost of holiday, NI and RoI, 2012
THE CONSUMER – AIR TRAVEL USAGE
Key points
Mature consumers most likely to travel by air
Figure 31: Consumers who travelled by air in the last 12 months for a holiday or personal reasons, NI and RoI, 2008-12
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
Figure 33: Total number of air trips in the last 12 months, NI and RoI, 2012
Figure 34: One to two air trips taken in the last 12 months, NI and RoI, 2008-12
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
Figure 36: Selected important factors consumers consider when travelling by air, NI and RoI, 2012
Figure 37: Importance of price when travelling by air, by gender, NI and RoI, 2012
Economy class most frequently used when flying
Figure 38: Class usually travelled in when flying, NI and RoI, 2012
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
Key points
Almost a quarter of consumers like to stay at home
Figure 40: Agreement with selected statements relating to travel and holidays, NI and RoI, 2012
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
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
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
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
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
Figure 46: Agreement with the statement ‘I try to go somewhere different on holiday every time’, by gender and age, NI and RoI, 2012
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
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
Figure 49: Agreement with the statement ‘I like to go back to familiar places for holidays’, by age, NI and RoI, 2012
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
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
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
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
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
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
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
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
Figure 65: Month last holiday was taken, by demographics, NI, 2012 (continued)
Figure 66: European countries visited for holidays, by demographics, NI, 2012
Figure 67: European countries visited for holidays, by demographics, NI, 2012 (continued)
Figure 68: Cost of holiday, by demographics, NI, 2012
Figure 69: Source of information for holidays, by demographics, NI, 2012
Figure 70: Source of information for holiday, by demographics, NI, 2012 (continued)
Figure 71: How holiday booked, by demographics, NI, 2012
Figure 72: How holiday booked, by demographics, NI, 2012 (continued)
Figure 73: Method used to book last holiday, by demographics, NI, 2012
Figure 74: Main travel method for last holiday, by demographics, NI, 2012
Figure 75: Main travel method for last holiday, by demographics, NI, 2012 (continued)
Figure 76: Type of holiday taken, by demographics, NI, 2012
Figure 77: Type of holiday taken, by demographics, NI, 2012 (continued)
Figure 78: Type of holiday taken, by demographics, NI, 2012 (continued)
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
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
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
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
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
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
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
Figure 93: Month last holiday was taken, by demographics, RoI, 2012 (continued)
Figure 94: European countries visited for holidays, by demographics, RoI, 2012
Figure 95: European countries visited for holidays, by demographics, RoI, 2012 (continued)
Figure 96: Cost of holiday, by demographics, RoI, 2012
Figure 97: Source of information for holidays, by demographics, RoI, 2012
Figure 98: Source of information for holidays, by demographics, RoI, 2012 (continued)
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)
Figure 101: How holiday booked, by demographics, RoI, 2012
Figure 102: Main travel method for last holiday, by demographics, RoI, 2012
Figure 103: Main travel method for last holiday, by demographics, RoI, 2012 (continued)
Figure 104: Type of holiday taken, by demographics, RoI, 2012
Figure 105: Type of holiday taken, by demographics, RoI, 2012 (continued)
Figure 106: Type of holiday taken, by demographics, RoI, 2012 (continued)
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