Short Breaks Market - Ireland

Published by: Mintel International Group Ltd.

Published: Jul. 1, 2009 - 87 Pages

Table of Contents

Issues in the Market

Key themes of the report

Definition

Abbreviations

Market in Brief

The recession may see a move away from short breaks

Reliance on domestic tourism

Stress is the key to the short breaks market

Internal Market Environment

Key points

Brand Ireland

Figure 1: Expenditure on marketing, by Irish tourism authorities, 2006 and 2007

What do overseas guests want in a short breaks brand?

Figure 2: Overseas visitor survey - What separates Ireland from other destinations, 2008

Domesticated

Figure 3: Domestic trips taken vs. international trips, by Irish consumers, RoI, 2004-08*

Figure 4: Average room prices per night of European destinations, 2007 and 2008

Cross-border tourism benefits NI

Figure 5: Cross-border visits from RoI consumers, 2007 and 2008

Day trips may lead to overnight stays

Could obesity be a boon to rural tourism?

Sports tourism a key factor in short breaks

Bringing in huge crowds, while reaching a greater audience

Camping things up

Agri-tourism could fill the authenticity need

Always take the weather with you

Figure 6: Irish weather data - annual average figures, 2009

Is weather holding Ireland back?

Figure 7: Most cited disadvantages of holidaying in RoI, 2003-07

Warm Irish weather not always a good thing

What do consumers do while on a short break to Ireland?

Figure 8: Main activities while holidaying in Ireland, RoI and NI, 2007

Bus and train integral to short breaks market

Less buses could hurt rural tourism

Domestic tourism increases, as does car use

Broader Market Environment

Key points

Low short break spending expected

Figure 9: Economic outlook, NI and RoI, 2008-10

Accommodation set to suffer most from reduced PDI

Figure 10: What visitors to Ireland spend their money on, 2007

Low confidence may prevent Irish and UK holidaymakers going abroad

Figure 11: Consumer Sentiment/Confidence Index for 12 months ended February 2009

Tourism is way out of crisis?

NI tourism reaps the benefits of the exchange rate…

Figure 12: Pound to Euro exchange rate, 2003-09*

…while RoI suffers a drop in NI visitors

Figure 13: Cross-border visits, NI and RoI, 2003-08

Unemployment set to increase

An ageing population

Figure 14: Population estimate and projection, by age, NI, 2000 and 2020

Figure 15: Population estimate and projection, by age, RoI, 2000 and 2020

Figure 16: Forecast population change, by Irish tourism markets, by age, 2000-20

What does this mean for Irish short breaks?

Oldies skipping luxuries

Market Value and Forecast

Key points

Tourism spending in Ireland drops in 2008

Figure 17: Irish tourism market value, IoI, NI and RoI, 2003-13*

The RoI market is in for a bumpy ride

NI targeting RoI short breakers

2008 sees visitors fall for both regions

Figure 18: Total inward visits, by reason of journey, NI and RoI, 2004-08

Other segments account for just under half of revenue

Figure 19: Revenue, by purpose of visit, overseas tourism revenue, Ireland, 2008

UK consumers account for largest proportion of overseas visitors

Figure 20: Visitors to Ireland, by country of origin, NI and RoI, 2007 and 2008

COMPANIES AND PRODUCTS

TOURIST BOARDS

Tourism Ireland

Fáilte Ireland

NITB (Northern Ireland Tourist Board)

ITIC (Irish Tourist Industry Confederation)

HOTEL GROUPS

Hilton Hotel Group

Figure 21: Hilton Hotels, NI and RoI, 2008

Jurys Doyle Hotel Group

Holiday Inn

Travelodge

TOUR GROUPS

Translink

CIE

Figure 22: CIE operated tours, 2009

Paddywagon

CONSUMERS AND SHORT BREAKS

Key points

Holiday or short break a must for most Irish consumers

Figure 23: Consumers who have taken a short break or holiday, by gender, NI and RoI, 2008

Married consumers and those with families more likely to take a short break

Figure 24: Consumers who have taken a short break or holiday, by marital status, NI and RoI, 2008

End of family holidays in sight?

Figure 25: Household size, NI and RoI, 2000-05

35-64: the golden years for short breaks

Figure 26: Consumers who have taken a short break or holiday, by age, NI and RoI, 2008

The older you are, the more important to have travel insurance

Figure 27: Agreement with statement ‘I like to take holidays in my own country rather than abroad’, by age, NI and RoI, 2008

Health and wellbeing short breaks could be boosted among over-55s

Driving most popular method of travel for Irish short break

Figure 28: Travel method for a short break or holiday, NI and RoI, 2008

Comfort a factor

Environmental awareness diminishing priority for Irish tourists

Figure 29: Agreement with selected environment statements, NI and RoI, 2008

The green factor could alter domestic travel

Figure 30: Agreement with the statement ’I am worried about pollution and congestion caused by cars ‘, NI and RoI, 2004-08

The recession fails to halt frequent short breaks

Figure 31: Number of short breaks taken in the last 12 months, NI and RoI, 2008

Figure 32: Number of nights spent away during holiday, NI and RoI, 2008

When do Irish consumers take short breaks?

Figure 33: Month when consumer has taken a holiday or short break, NI and RoI, 2008

Festivals can ensure a spread in short breaks

APPENDIX

Figure 34: Bus passenger journeys and train passenger journeys, NI and RoI, 2004-08

Figure 35: Number of private cars registered for the first time, RoI and NI, 2003-08

Figure 36: NI and RoI population, by gender, 2006-20

Figure 37: NI population, by gender, 2006-20

Figure 38: RoI population, by gender, 2006-20

Figure 39: Forecast population change, by age, NI, 2000-20

Figure 40: Forecast population change, by age, RoI, 2000-20

Figure 41: Pound to Euro exchange rate used, 2004-13

Short break in Ireland - demographic tables

RoI

Figure 42: Agreement with short break statements, by demographics, RoI, 2008

Figure 43: Agreement with short break statements, by demographics, RoI, 2008

Figure 44: Agreement with short break statements, by demographics, RoI, 2008

NI

Figure 45: Agreement with short break statements, by demographics, NI, 2008

Figure 46: Agreement with short break statements, by demographics, NI, 2008

Figure 47: Agreement with short break statements, by demographics, NI, 2008

TGI demographics

Figure 48: Consumers who have taken a short break or holiday in the last 12 motnhs, by demographics, NI and RoI, 2008

Figure 49: Consumers who haven’t taken a short break or holiday in the last 12 months, by demographics, NI and RoI, 2008

Figure 50: Consumers who agree with the statement ‘I like to take holidays in my own country rather than abroad’, by demographics, NI and RoI, 2008

Figure 51: Main method of travel for last holiday - own car, by demographics, NI and RoI, 2008

Figure 52: Main method of travel for last holiday - air (charter), by demographics, NI and RoI, 2008

Figure 53: Main method of travel for last holiday - air (scheduled), by demographics, NI and RoI, 2008

Figure 54: Consumers who agree with the statement ‘I tend to make decisions by my gut feeling’, by demographics, NI and RoI, 2008

Figure 55: Consumers who agree with the statement ‘I often do things on the spur of the moment’, by demographics, NI and RoI, 2008

Figure 56: Consumers who agree with the statement ‘I have a keen sense of adventure’, by demographics, NI and RoI, 2008

APPENDIX: RESEARCH METHODOLOGY

Abstract

With accommodation accounting for almost a third of overall holiday spending for visitors to Ireland, consumers are finding cheaper ways to take a break. Budget accommodation has therefore become more attractive; according to Fáilte Ireland, B&B bookings in RoI rose by an estimated 14% to 24% between 2007 and 2008, while camping and caravan sites are reporting more visitors.

This is an opportunity for other low cost accommodation to become more flexible and creative when it comes to capitalising on the downturn. Youth hostels, home exchange holidays, and other types of alternative accommodation should highlight their selling points as well as offering a different ‘leisure experience’ for short breakers.

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