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The Accommodation and Hotel Industry in Ireland - July 2012

  • What is the most frequently used type of accommodation?

    Has the recession led consumers to move away from luxury hotels, or is this an area that consumers are not willing to compromise on?
  • Is the role of the internet in holiday planning and booking evolving?

    In what ways is technology continuing to change the way consumers source information and book holidays/ accommodation?
  • How has the drive for value affected the accommodation landscape in Ireland?

    Are cheaper methods of accommodation (such as guest houses and camping facilities) seeing high use as a result of the recession? How has the ‘zombie hotel’ trend developed?
  • What are the driving factors behind choosing accommodation?

    Is value for money the driving force, or does location and quality still matter in times of economic troubles?
  • How has the average length of stay in accommodation changed between 2007 and 2011?

    Are consumers taking longer or shorter trips? What will this mean for Irish accommodation providers?

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Table of contents

  1. Issues in the Market

      • Key themes of the report
        • Definition
          • Abbreviations
          • Future Opportunities

            • The Nouveau Poor
              • Access All Areas
                • 2015 trend: Old Gold
                • Market in Brief

                  • Economic downturn casts a shadow over accommodation market
                    • Hotels the most popular form of accommodation
                      • Internet key channel of communication for accommodation providers
                      • Internal Market Environment

                        • Key points
                          • Irish debts decline, but the burden is still heavy
                            • Figure 1: Selected spending priorities over the next 12 months, RoI and NI, 2011
                          • Consumer prices grow in NI and RoI
                            • Figure 2: Consumer Price Index, UK, June 2010-12
                            • Figure 3: Consumer Price Index, RoI, June 2010-12
                          • Debt and high cost of living driving need for a bargain and value for money
                            • Figure 4: Agreement with the statement relating to shopping “I usually choose the cheapest products”, NI and RoI, 2007-11
                          • B&B, campsites and hostels benefit
                            • Internet key channel for accommodation and travel bookings
                              • Figure 5: Consumers who accessed the internet in the last 12 months, NI and RoI, 2004-11
                              • Figure 6: How holiday booked, NI and RoI, 2011
                            • Travel and accommodation show high level of online purchase
                              • Figure 7: Top five items bought online in the last 12 months, NI and RoI, February 2012
                            • Deal-of-the-day websites provide consumers with cut-price accommodation
                              • Figure 8: Top five deal-of-the-day websites subscribed to, NI and RoI, February 2012
                            • Smartphones and apps leading the way for bookings and info searches
                              • Figure 9: Consumer ownership of standard mobile phones vs. smartphones, NI and RoI, July 2012
                              • Figure 10: How consumers access the internet, NI and RoI, September 2009 and July 2012
                            • Terribly outdated?
                              • Figure 11: Internet browser and operating system usage in NI hospitality sector, 2012
                            • Majority of Irish consumers stay 1-2 weeks on holiday or short break
                              • Figure 12: Number of weeks spent on holiday or short break, NI and RoI, 2011
                            • Austerity and accommodation
                              • Average hotel rates increase
                                • Figure 13: Average room prices per night of European destinations, 2007-11*
                              • Westport most expensive destination for hotels
                                • Figure 14: Average price per room per night, by region, NI and RoI, 2010-11
                              • UK consumers going over holiday budgets
                                • Irish weather causing setbacks to camping and caravanning accommodation
                                  • Figure 15: Irish weather data – annual average figures, 2011
                              • Broader Market Environment

                                • Key points
                                  • Economic outlook for NI and RoI moving in the right direction
                                    • Figure 16: Economic outlook, NI and RoI, 2010-13
                                  • Unemployment levels threaten growth
                                    • Figure 17: ILO unemployment rate (% of labour force), actual and projected, RoI and NI, 2008-15
                                  • Aging population good for accommodation providers
                                    • Figure 18: Population, by age, NI, 2008-24
                                    • Figure 19: Population, by age, RoI, 2006-26
                                  • RoI has highest birth rate in Europe
                                    • Figure 20: Population statistics, by age group, RoI, 2002-11
                                    • Figure 21: Local authority fertility statistics, 2009
                                    • Figure 22: Number of births registered in NI, Jan 05-Jul 05
                                • Strengths and Weaknesses

                                  • Strengths
                                    • Weaknesses
                                    • Market Value and Forecast

                                      • Key points
                                        • Tourism market recovers in 2011
                                          • Figure 23: Estimated visitor numbers, IoI, RoI and NI, 2007-17*
                                        • Visitor spending increases in 2011, but spending per visitor declines
                                          • Figure 24: Estimated visitor expenditure, IoI, RoI and NI, 2007-17*
                                        • New markets must be targeted for future growth
                                          • Figure 25: Visitors to Ireland, by country of origin, NI and RoI, 2009-11
                                        • Accommodation spending accounts for 28% of total visitor revenue
                                          • Figure 26: Estimated visitor expenditure on accommodation, IoI, RoI and NI, 2007-17
                                        • Zombie hotels plaguing RoI market
                                          • Occupancy rates increase across the board
                                            • Figure 27: Occupancy rates for accommodation, NI and RoI, Jan-May 2010-12
                                          • Hotels account for most rooms in NI and RoI
                                            • Figure 28: Number of accommodation premises and rooms/pitches, NI and RoI, 2012
                                        • Competitive Context

                                          • Key points
                                            • Food and drink account for higher level of spending among visitors
                                              • Figure 29: Estimated visitor expenditure, by areas of spending, NI and RoI, 2012
                                            • Hotels benefiting from budgeting consumer habits
                                              • All-inclusive coming at a cost to hospitality industry
                                              • Who’s Innovating?

                                                • Key points
                                                  • Snoozebox Portable Hotels
                                                    • Guest-Only Social Networking
                                                      • Doyle Group and its mobile optimised website
                                                        • Travelodge and Amadeus agreement
                                                          • Roomkey.com
                                                          • Companies and Products

                                                              • Tourist boards
                                                                • Fáilte Ireland
                                                                  • Northern Ireland Tourist Board (NITB)
                                                                    • Tourism Ireland
                                                                      • Hotel groups
                                                                        • Hastings Hotels
                                                                          • Mooney Hotel Group
                                                                            • Hilton Hotels and Resorts
                                                                              • The Doyle Collection
                                                                                • Jurys Inn
                                                                                  • Choice Hotels Ireland
                                                                                    • Irish Court Hotels
                                                                                      • Gresham Hotels
                                                                                        • Radisson Blu Ireland
                                                                                          • Premier Inn
                                                                                            • Holiday Inn
                                                                                              • Marriott Hotels
                                                                                                • Travelodge Hotels Ltd
                                                                                                • The Consumer – Accommodation Usage

                                                                                                  • Key points
                                                                                                    • Hotels see most usage by Irish consumers in 2012
                                                                                                      • Figure 30: Accommodation used in NI/RoI in the last 12 months, NI and RoI, June 2012
                                                                                                      • Figure 31: Taken a holiday or short break in the last 12 months, NI and RoI, 2007-11
                                                                                                    • Hotels are the preferred type of accommodation
                                                                                                      • Figure 32: Types of hotel accommodation used in NI/RoI in the last 12 months, NI and RoI, June 2012
                                                                                                      • Figure 33: Selected types of hotel accommodation used in NI/RoI in the last 12 months, NI and RoI, June 2012
                                                                                                    • Four-star hotels attracts more Irish consumers
                                                                                                      • Figure 34: Type of hotel used (star rating), NI and RoI, 2011
                                                                                                    • Women more likely to stay with friends or relatives than men
                                                                                                      • Figure 35: Consumers who stayed with a friend or relative in NI/RoI in the last 12 months, NI and RoI, June 2012
                                                                                                    • More visitors travelling to see friends and family members in NI
                                                                                                        • Figure 36: Visitors to NI and RoI, by purpose of visit, 2011
                                                                                                      • Guests house and B&B usage benefit from wide distribution
                                                                                                          • Figure 37: Consumers who stayed at a guest house/B&B in NI/RoI in the last 12 months, by gender and age, NI and RoI, June 2012
                                                                                                        • Self-catering appeals to those with children
                                                                                                            • Figure 38: Consumers who stayed in rented self-catering accommodation in NI/RoI in the last 12 months, by number of children, NI and RoI, June 2012
                                                                                                          • Rain prohibits outdoor accommodation usage
                                                                                                            • Figure 39: Consumers who used tents or caravans when in NI/RoI in the last 12 months, NI and RoI, June 2012
                                                                                                          • Music festivals help drive tent usage among young consumers
                                                                                                            • Figure 40: Consumers who stayed in a tent in NI/RoI in the last 12 months, by age, NI and RoI, June 2012
                                                                                                            • Figure 41: Visitors to rock, pop and dance festivals, by age, RoI and NI, 2011
                                                                                                        • The Consumer – Attitudes Towards Accommodation

                                                                                                          • Key points
                                                                                                            • Accommodation an important part of the holiday
                                                                                                              • Figure 42: Agreement with statements relating to accommodation, NI and RoI, June 2012
                                                                                                            • Over-35s more likely to put value in accommodation
                                                                                                              • Figure 43: Agreement with the statement ‘Accommodation and its facilities are part of the holiday experience’, by age, NI and RoI, June 2012
                                                                                                              • Figure 44: Consumers who have drunk alcohol in the last 12 months, be age, NI and RoI, 2011
                                                                                                            • Singles prefer basic accommodation
                                                                                                                • Figure 45: Agreement with the statement ‘I just want accommodation to provide the basic essentials (eg clean room, good night’s sleep)’, by marital status and social class, NI and RoI, June 2012
                                                                                                              • Accommodation seen by consumers as a place to rest their head
                                                                                                                • Figure 46: Agreement with the statement ‘Accommodation is just a base from which to explore nearby attractions’ by age, NI and RoI, June 2012
                                                                                                              • Staying in cheaper accommodation
                                                                                                                  • Figure 47: Agreement with the statement ‘I now stay in cheaper accommodation than I used to for financial reasons’, by number of children in household, NI and RoI, June 2012
                                                                                                                • Online reviews can be a double-edged sword
                                                                                                                    • Figure 48: Agreement with the statement ‘Online reviews of accommodation play a part in my selection of a place to stay’, by gender, NI and RoI, June 2012
                                                                                                                    • Figure 49: Agreement with statements relating to how technology and the internet have changed consumers’ lives, NI and RoI, July 2012
                                                                                                                  • Chains vs. independents
                                                                                                                    • Figure 50: Agreement with selected statements relating to accommodation, NI and RoI, June 2012
                                                                                                                  • Authenticity trend might help drive visitors to non-chain accommodation
                                                                                                                    • Customer service a key strength of Irish hotels
                                                                                                                    • Appendix

                                                                                                                        • Figure 51: Average hourly earnings, RoI and NI, 2008-11
                                                                                                                        • Figure 52: Population, by age, RoI, 2006-41
                                                                                                                        • Figure 53: Population, by age, NI, 2010-56
                                                                                                                      • RoI Toluna data tables
                                                                                                                        • Figure 54: Accommodation used in NI/RoI in the last 12 months, by demographics, RoI, July 2012
                                                                                                                        • Figure 55: Accommodation used in NI/RoI in the last 12 months, by demographics, RoI, July 2012 (continued)
                                                                                                                        • Figure 56: Accommodation used in NI/RoI in the last 12 months, by demographics, RoI, July 2012 (continued)
                                                                                                                        • Figure 57: Agreement with statements relating to accommodation, RoI, July 2012
                                                                                                                        • Figure 58: Agreement with statements relating to accommodation, RoI, July 2012 (continued)
                                                                                                                        • Figure 59: Agreement with statements relating to accommodation, RoI, July 2012 (continued)
                                                                                                                      • NI Toluna data tables
                                                                                                                        • Figure 60: Accommodation used in NI/RoI in the last 12 months, by demographics, NI, July 2012
                                                                                                                        • Figure 61: Accommodation used in NI/RoI in the last 12 months, by demographics, NI, July 2012 (continued)
                                                                                                                        • Figure 62: Accommodation used in NI/RoI in the last 12 months, by demographics, NI, July 2012 (continued)
                                                                                                                        • Figure 63: Agreement with statements relating to accommodation, NI, July 2012
                                                                                                                        • Figure 64: Agreement with statements relating to accommodation, NI, July 2012 (continued)
                                                                                                                        • Figure 65: Agreement with statements relating to accommodation, NI, July 2012 (continued)

                                                                                                                    Companies Covered

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                                                                                                                    The Accommodation and Hotel Industry in Ireland - July 2012

                                                                                                                    £1,095.00 (Excl.Tax)