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Hotels - Ireland - January 2016

Hotels - Ireland - January 2016

Moving forward into 2016 the hotel sector in both NI and RoI will likely see its average hotel occupancy levels increase as consumer confidence helps to drive more visitors to the island – while the impact of the marriage equality legislation introduced to RoI in 2015 will help to attract more wedding ceremonies and receptions to RoI hotels.”

– Brian O’Connor, Senior Consumer Analyst

This report examines the following areas:

Strong growth in hotel usage

Six in ten Irish consumers have stayed in a Irish hotel in the last 12 months

Romance and weddings key reasons for Irish hotel stays

Strong demand for tech provisions


OVERVIEW
What you need to know
Issues covered in this report
EXECUTIVE SUMMARY
The market
Figure 1: Estimated breakdown of total revenue for hotels, RoI, 2014
Forecast
Figure 2: Indexed estimated visitor numbers and expenditure on accommodation, IoI, 2011-21
Market factors
Exchange rate making RoI a more affordable destination to UK consumers
Hotel prices continue to grow in 2015
RoI set to benefit from the marriage equality act in 2016
ISIS threats may make travellers more wary of where they visit
Poor Wi-Fi in hotels could prevent repeat visitors
The consumer
Bed and breakfast preferred over full-board or all-inclusive stays
Figure 3: Types of hotel stays by consumers in NI and/or RoI ONLY in the last 12 months, NI and RoI, November 2015
Romance a key reason for Irish hotel stays among domestic visitors
Figure 4: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, NI and RoI, November 2015
Wireless charging a key technology for hotels moving forward
Figure 5: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, NI and RoI, November 2015
What we think
ISSUES AND INSIGHTS
Strong growth in hotel usage
The facts
The implications
Six in ten Irish consumers have stayed in a Irish hotel in the last 12 months
The facts
The implications
Romance and weddings key reasons for Irish hotel stays
The facts
The implications
Strong demand for tech provisions
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Accommodation revenue for Ireland grew between 2014 and 2015
Exchange rate could help boost UK/NI visitors to RoI hotels
Hotel prices continue to grow in 2015
RoI set to benefit from the marriage equality act in 2016
MARKET SIZE AND FORECAST
Visitors numbers to Ireland grew between 2014 and 2015
Figure 6: Estimated total visitor numbers, 000s, IoI, NI and RoI, 2011-21
Spending on accommodation improving
Figure 7: Estimated visitor expenditure on accommodation, IoI, RoI and NI, 2011-21
Hotels sector sees growth between 2014 and 2015
Revenue from foodservice more important to hotels outside of Dublin
Figure 8: Estimated breakdown of total revenue for hotels, RoI, 2014
Figure 9: Regions visited, by number of trips, out-of-state vs domestic, RoI, 2014
Greater hotel occupancy rate in 2014 and 2015
Figure 10: Estimated hotel occupancy rates (%), NI and RoI, 2011-15
Need for more rooms in both NI and RoI
MARKET DRIVERS
Improved strength of Sterling could help boost visits from GB
Figure 11: Annualised exchange rates involving Pound Sterling, the euro and the US Dollar, 2010-15
Figure 12: Number of overseas visitors to RoI, by source, 2013-15
Figure 13: Number of overseas visitors to NI, by source, 2013 and 2014
Strong improvement in NA visitors
Hotel prices continue to grow in 2015
Figure 14: Consumer price index of accommodation services, RoI and UK, 2011-15
Figure 15: Average hotel prices per room per night, by city, NI and RoI, 2012-15
Figure 16: Average room price of hotel, by selected European cities, 2012-15
Nine in 10 hotels optimistic for 2016 performance
RoI benefiting from the marriage equality act
Impact of ISIS and terrorism on tourism
Importance of Wi-Fi in hotels
Figure 17: Agreement with the statement 'Wi-Fi is a must at hotels and attractions', by gender and age, NI and RoI, May 2015
KEY PLAYERS – WHAT YOU NEED TO KNOW
Hotels launch lifestyle brands to appeal to Millennials
Airbnb targets business travellers
Arrive Hotel embraces technology
WHO’S INNOVATING?
Hotels launch lifestyle brands to appeal to Millennials
Airbnb targets business travellers
Arrive Hotel embraces technology
COMPANIES AND BRANDS
Choice Hotels
Key facts
Recent developments
Gresham Hotels
Key facts
Recent developments
Marriott Hotels
Key facts
Recent developments
Hastings Hotels
Key facts
Recent developments
Hilton Hotels
Key facts
Recent developments
Holiday Inn
Key facts
Recent developments
Irish Court Hotels
Key facts
Recent developments
Jurys Inn
Key facts
Recent developments
Mooney Hotel Group
Key facts
Recent developments
Premier Inn
Key facts
Recent developments
Radisson Blu Ireland
Key facts
Recent developments
The Doyle Collection
Key facts
Recent developments
Travelodge Hotels
Key facts
Recent developments
THE CONSUMER – WHAT YOU NEED TO KNOW
Six in 10 Irish consumers have used an Irish hotel
Romantic getaways most common reason for stay
Wireless charging stations in rooms a key tech provision
TYPES OF HOTEL ACCOMMODATION USED
Bed and breakfast the preferred option among Irish hotel users
Figure 18: Types of hotel stays by consumers in NI and/or RoI ONLY in the last 12 months, NI and RoI, November 2015
Bed and breakfast stays the most common
Figure 19: Consumers who had a bed and breakfast stay in a hotel in NI and/or RoI ONLY in the last 12 months, by age, NI and RoI, November 2015
Accommodation-only more likely to be used by young and heavy internet users
Figure 20: Consumers who had an accommodation-only stay in a hotel in NI and/or RoI ONLY in the last 12 months, by age, NI and RoI, November 2015
Less affluent consumers less likely to have stayed in an Irish hotel
Figure 21: Consumers who have not stayed in a hotel in NI and/or RoI ONLY in the last 12 months, by social class, NI and RoI, November 2015
REASONS FOR HOTEL STAY
Romance and weddings key motivators for hotel stay
Figure 22: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, NI and RoI, November 2015
A third of NI hotel visitors have taken a romantic getaway
Figure 23: Consumers who have visited an Irish hotel for a romantic getaway in the last 12 months, by age of children in household, NI and RoI, November 2015
Quarter of Irish consumers have stayed in a hotel for a wedding party
Figure 24: Consumers who have visited an Irish hotel for a wedding party in the last 12 months, by gender, NI and RoI, November 2015
Figure 25: Number of marriages, NI and RoI, 2010-15
NI consumers more likely to take a country/rural hotel break
Figure 26: Consumers who have visited an Irish hotel for a country/rural break in the last 12 months, by age, NI and RoI, November 2015
TYPES OF TECHNOLOGY HOTEL CONSUMERS ARE INTERESTED IN
Wireless charging a key technology for hotels moving forward
Figure 27: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, NI and RoI, November 2015
Wireless charging appeals more to women than men
Figure 28: Consumers who would find wireless charging in hotel rooms useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by gender, NI and RoI, November 2015
Figure 29: Number of mobile voice and data subscribers using 3G and 4G networks in RoI, Q4 2013 and Q4 2014
Quarter of consumers would like complimentary devices
Figure 30: Consumers who would find complimentary technology devices provided by the hotel throughout the stay (eg headphones, tablets) useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by age, NI and RoI, November 2015
Interactive information points desired by quarter of Irish consumers
Self-check-in appeals to affluent consumers
Figure 31: Consumers who would find an app that lets you self-check-in useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by social class, NI and RoI, November 2015
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Market size rationale
Data sources
Consumer data sources
Abbreviations
APPENDIX – THE CONSUMER
NI Toluna data
Figure 32: Types of hotel stays by consumers in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015
Figure 33: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015
Figure 34: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015 (continued)
Figure 35: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015 (continued)
Figure 36: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015
Figure 37: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015 (continued)
Figure 38: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015 (continued)
RoI Toluna data
Figure 39: Types of hotel stays by consumers in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015
Figure 40: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015
Figure 41: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015 (continued)
Figure 42: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015 (continued)
Figure 43: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015
Figure 44: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015 (continued)
Figure 45: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015 (continued)

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