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Accommodation - Ireland - September 2014

“With consumer confidence in Ireland high, this could result in consumers increasing their leisure spending and taking more overnight trips across the island. As such, proactively promoting the unique aspects of their services can help accommodation providers to stand out from rivals and increase the appeal and usage of their services.”
– Brian O’Connor, Production Manager


Some questions answered in this report include:

  • What opportunities does the improving economic environment hold for accommodation providers?
  • Which types of accommodation hold the greatest appeal to Irish consumers?
  • What are main reasons for Irish consumers booking accommodation?
  • How did Irish consumers book accommodation for their last trip?
  • What factors have prevented Irish consumers from booking accommodation online in the past?

 

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Table of contents

  1. Introduction

      • Key themes of the report
        • Definition
          • Data sources
            • Abbreviations
            • Executive Summary

                • The Market
                  • Figure 1: Indexed estimated total expenditure on accommodation, IoI, NI and RoI, 2009-19
                • Forecast
                  • Figure 2: Indexed estimated visitor expenditure, NI and RoI, 2009-19
                • Market factors
                  • Irish hotel prices continue to increase
                    • Decline in Irish consumers booking accommodation online
                      • Smartphones could offer viable channel for accommodation sector
                        • Consumer confidence remains healthy across Ireland
                          • Irish consumers’ personal finances continue to improve
                            • Companies, brands and innovations
                              • The consumer
                                • Hotels with bed and breakfast the most likely to be used for an overnight stay in Ireland
                                  • Figure 3: Types of accommodation used for overnight stays in NI or RoI in the last 12 months, NI and RoI, July 2014
                                • Country and rural hotel breaks the main reason Irish consumers are using accommodation
                                  • Figure 4: Reasons why consumers have used accommodation in NI or RoI in the last 12 months, NI and RoI, July 2014
                                • Irish consumers prefer to book online directly with accommodation providers
                                  • Figure 5: How consumers booked accommodation for their last trip to NI or RoI, NI and RoI, July 2014
                                • Poor reviews the main factor preventing consumers from booking accommodation online
                                  • Figure 6: Factors that prevented consumers from booking online with an accommodation provider in the past, NI and RoI, July 2014
                                • Accommodation services and facilities seen as part of the holiday experience
                                  • Figure 7: Agreement with statements relating to accommodation, NI and RoI, July 2014
                                • What we think
                                • Issues and Insights

                                    • What opportunities does the improving economic environment hold for accommodation providers?
                                      • The facts
                                        • The implications
                                          • Which types of accommodation hold the greatest appeal to Irish consumers?
                                            • The facts
                                              • The implications
                                                • What are main reasons for Irish consumers booking accommodation?
                                                  • The facts
                                                    • The implications
                                                      • How did Irish consumers book accommodation for their last trip?
                                                        • The facts
                                                          • The implications
                                                            • What factors have prevented Irish consumers from booking accommodation online in the past?
                                                              • The facts
                                                                • The implications
                                                                • Trend Application

                                                                    • Influentials
                                                                      • Green and Lean
                                                                        • Switch Off
                                                                        • Market Overview

                                                                          • Key points
                                                                            • 2014 sees hotel prices continue to grow
                                                                              • Figure 8: Average room prices per night of selected European destinations, 2009-14*
                                                                            • Ireland’s capital cities driving growth in 2014
                                                                              • Figure 9: Average hotel prices per room per night, by city, NI and RoI
                                                                            • Fewer Irish consumers booking hotels online
                                                                              • Figure 10: Consumers booking hotels or other overnight accommodation online, NI and RoI, 2011-14
                                                                            • Smartphones could help to boost online bookings
                                                                              • Figure 11: Consumers who own, or have access to, mobile technology devices, NI and RoI, March-August 2014
                                                                            • RoI consumer confidence continues to grow
                                                                              • Figure 12: Annualised consumer sentiment index, RoI, 2009-14
                                                                            • NI consumer confidence dips slightly in Q2 2014
                                                                              • Figure 13: Consumer confidence index, NI, September 2008-June 2014
                                                                            • NI consumer personal finances improving in 2014
                                                                              • Figure 14: How consumers rate their current financial situation, NI, January-August 2014
                                                                            • Consumers’ finances also improving in RoI
                                                                              • Figure 15: consumers rate their current financial situation, RoI, January-August 2014
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Growth in visitors to Ireland to continue growing in 2014
                                                                                • Figure 16: Estimated total visitor numbers, IoI, NI and RoI, 2009-19
                                                                              • 2014 to see strong growth in overseas visitors to Ireland
                                                                                • Figure 17: Overseas visitor numbers, IoI, NI and RoI, 2009-19
                                                                              • Irish consumers to continue holidaying ‘at home’
                                                                                • Figure 18: Domestic visitor numbers, IoI, NI and RoI, 2009-19
                                                                              • Visitor expenditure to continue growing in 2014
                                                                                • Figure 19: Estimated total visitor expenditure, IoI, NI and RoI, 2009-19
                                                                              • Overseas visitors driving tourism spending in NI
                                                                                • Figure 20: Estimated domestic and overseas visitor expenditure, NI, 2009-19
                                                                              • Overseas visitors spending an average of €455 in RoI
                                                                                • Figure 21: Estimated domestic and overseas visitor expenditure, RoI, 2009-19
                                                                              • Spending on accommodation to increase in 2014
                                                                                • Figure 22: Estimated visitor expenditure on accommodation, IoI, RoI and NI, 2009-19
                                                                            • Strengths and Weaknesses

                                                                              • Strengths
                                                                                • Weaknesses
                                                                                • Companies and Innovations

                                                                                  • Key points
                                                                                    • Examples of innovation
                                                                                      • Jurys Inn pilots online hotel check-in to meet customer demands
                                                                                        • The Ritz-Carlton uses smell for every branch hotel to welcome returning customers with a happy memory.
                                                                                          • The Californian Aloft Hotel introduce a robot bellhop called Botlr
                                                                                            • Tourism authorities
                                                                                              • Fáilte Ireland
                                                                                                • Northern Ireland Tourist Board
                                                                                                  • Tourism Ireland
                                                                                                    • Irish Hotels Federation
                                                                                                      • Northern Ireland Hotels federation
                                                                                                        • Accommodation providers
                                                                                                          • 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 – Types of Accommodation Used by Irish Consumers

                                                                                                                                    • Key points
                                                                                                                                      • Bed and breakfast hotels the most popular type of accommodation
                                                                                                                                        • Figure 23: Types of accommodation used for overnight stays in NI or RoI in the last 12 months, NI and RoI, July 2014
                                                                                                                                      • Married consumers most likely to book hotel with bed and breakfast
                                                                                                                                        • Figure 24: Consumers that have booked an overnight stay at a hotel with bed and breakfast in the last 12 months, by marital status, NI and RoI, July 2014
                                                                                                                                      • Separated, widowed and divorced consumers using guesthouses and B&Bs
                                                                                                                                        • Figure 25: Consumers that have booked an overnight stay at a guesthouse/B&B in the last 12 months, by marital status, NI and RoI, July 2014
                                                                                                                                      • Accommodation-only options most popular among young consumers
                                                                                                                                        • Figure 26: Consumers that have booked an overnight stay at a hotel with accommodation-only in the last 12 months, by age, NI and RoI, July 2014
                                                                                                                                    • The Consumer – Reasons Why Irish Consumers Have Used Accommodation

                                                                                                                                      • Key points
                                                                                                                                        • Seaside and country breaks the main reason Irish consumers are using accommodation
                                                                                                                                          • Figure 27: Reasons why consumers have used accommodation in NI or RoI in the last 12 months, NI and RoI, July 2014
                                                                                                                                        • Married consumers most likely to use accommodation for country/rural breaks
                                                                                                                                          • Figure 28: Consumers using accommodation for country/rural breaks in the last 12 months, by marital status, NI and RoI, July 2014
                                                                                                                                        • Seaside breaks appeal to working consumers
                                                                                                                                          • Figure 29: Consumers using accommodation for seaside breaks in the last 12 months, by work status, NI and RoI, July 2014
                                                                                                                                          • Figure 30: Consumers using accommodation for seaside breaks in the last 12 months, by presence of children in the household, NI and RoI, July 2014
                                                                                                                                        • City trips appeal to rural consumers
                                                                                                                                          • Figure 31: Consumers using accommodation for city trips (eg for shopping, theatre or sightseeing) in the last 12 months, by location, NI, July 2014
                                                                                                                                          • Figure 32: Consumers using accommodation for city trips (eg for shopping, theatre or sightseeing) in the last 12 months, by location, RoI, July 2014
                                                                                                                                        • Women and young consumers most likely to use accommodation when attending a wedding party
                                                                                                                                          • Figure 33: Consumers using accommodation for wedding parties in the last 12 months, by age and gender, RoI, July 2014
                                                                                                                                      • The Consumer – How Irish Consumers Booked Accommodation for Their Last Trip

                                                                                                                                        • Key points
                                                                                                                                          • Booking accommodation online directly with providers popular among Irish consumers
                                                                                                                                            • Figure 34: How consumers booked accommodation for their last trip within Ireland, NI and RoI, July 2014
                                                                                                                                          • 16-24s in NI least likely to book online directly with accommodation providers
                                                                                                                                            • Figure 35: Consumers booking online directly with the accommodation provider, by age, NI and RoI, July 2014
                                                                                                                                          • Working consumers most likely to use online-only travel agents
                                                                                                                                            • Figure 36: Consumers booking online with an online-only travel agent website (eg Expedia, Lastminute.com), by work status, NI and RoI, July 2014
                                                                                                                                          • Consumers aged 45+ booking accommodation by telephone
                                                                                                                                            • Figure 37: Consumers booking accommodation by telephone directly with the provider, by age, NI and RoI, July 2014
                                                                                                                                        • The Consumer – Online Factors That Have Prevented Irish Consumers from Booking Accommodation

                                                                                                                                          • Key points
                                                                                                                                            • Poor reviews preventing consumers booking accommodation online
                                                                                                                                              • Figure 38: Factors that prevented consumers from booking online with accommodation providers in the past, NI and RoI, July 2014
                                                                                                                                            • Mid-life consumers most influenced by poor reviews
                                                                                                                                              • Figure 39: Consumers that have been prevented from booking with accommodation providers by poor online reviews, by gender and age, NI and RoI, July 2014
                                                                                                                                            • Lack of images preventing consumers from booking accommodation online
                                                                                                                                              • Figure 40: Consumers that have been prevented from booking with accommodation providers due to a lack of images online, by age, NI and RoI, July 2014
                                                                                                                                            • Payment security most likely to put Irish students and part-time employees off booking accommodation online
                                                                                                                                              • Figure 41: Consumers that have been prevented from booking online with accommodation providers due to worries about payment security, by work status, NI and RoI, July 2014
                                                                                                                                          • The Consumer – Attitudes Towards Accommodation

                                                                                                                                            • Key points
                                                                                                                                              • Accommodation seen as part of holiday experience
                                                                                                                                                • Figure 42: Agreement with statements relating to accommodation, NI and RoI, July 2014
                                                                                                                                              • NI Millennials undecided if accommodation enhances the holiday experience
                                                                                                                                                • Figure 43: Agreement with the statement “Accommodation and its facilities are part of the holiday experience”, by age, NI, July 2014
                                                                                                                                                • Figure 44: Agreement with the statement “Accommodation and its facilities are part of the holiday experience”, by age, RoI, July 2014
                                                                                                                                              • Budget accommodation seen as good value among affluent RoI consumers
                                                                                                                                                • Figure 45: Agreement with the statement “Budget accommodation offers good value for money”, by social class, NI and RoI, July 2014
                                                                                                                                                • Figure 46: Consumers that agree with the statement “Accommodation is just about the basic essentials (eg clean room, a good night’s sleep)”, by social class, NI and RoI, July 2014
                                                                                                                                              • Working NI consumers willing to pay more for guest experience
                                                                                                                                                • Figure 47: Agreement with the statement “It’s worth paying a bit more to have a better guest experience (eg better customer service, better hotel facilities)”, by work status, NI, July 2014
                                                                                                                                              • RoI students prepared to pay for better guest experience
                                                                                                                                                • Figure 48: Agreement with the statement “It’s worth paying a bit more to have a better guest experience (eg better customer service, better hotel facilities)”, by work status, RoI, July 2014
                                                                                                                                            • Appendix

                                                                                                                                              • NI Toluna data
                                                                                                                                                • Figure 49: Types of accommodation used for overnight stays in NI or RoI in the last 12 months, by demographics, NI, July 2014
                                                                                                                                                • Figure 50: Types of accommodation used for overnight stays in NI or RoI in the last 12 months, by demographics, NI, July 2014 (continued)
                                                                                                                                                • Figure 51: Types of accommodation used for overnight stays in NI or RoI in the last 12 months, by demographics, NI, July 2014 (continued)
                                                                                                                                                • Figure 52: Reasons why consumers have used accommodation in NI or RoI in the last 12 months, by demographics, NI, July 2014
                                                                                                                                                • Figure 53: Reasons why consumers have used accommodation in NI or RoI in the last 12 months, by demographics, NI, July 2014 (continued)
                                                                                                                                                • Figure 54: Reasons why consumers have used accommodation in NI or RoI in the last 12 months, by demographics, NI, July 2014 (continued)
                                                                                                                                                • Figure 55: How consumers booked accommodation for their last trip to NI or RoI by demographics, NI, July 2014
                                                                                                                                                • Figure 56: How consumers booked accommodation for their last trip to NI or RoI by demographics, NI, July 2014 (continued)
                                                                                                                                                • Figure 57: How consumers booked accommodation for their last trip to NI or RoI by demographics, NI, July 2014 (continued)
                                                                                                                                                • Figure 58: Factors that prevented consumers from booking online with accommodation providers in the past, by demographics, NI, July 2014
                                                                                                                                                • Figure 59: Factors that prevented consumers from booking online with accommodation providers in the past, by demographics, NI, July 2014 (continued)
                                                                                                                                                • Figure 60: Factors that prevented consumers from booking online with accommodation providers in the past, by demographics, NI, July 2014 (continued)
                                                                                                                                                • Figure 61: Agreement with the statement “Accommodation is just about the basic essentials (eg clean room, a good night’s sleep)”, by demographics, NI, July 2014
                                                                                                                                                • Figure 62: Agreement with the statement “The lack of comfort puts me off caravanning or camping”, by demographics, NI, July 2014
                                                                                                                                                • Figure 63: Agreement with the statement “It’s worth paying a bit more to have a better guest experience (eg better customer service, better hotel facilities)”, by demographics, NI, July 2014
                                                                                                                                                • Figure 64: Agreement with the statement “Big hotel chains offer a more reliable service”, by demographics, NI, July 2014
                                                                                                                                                • Figure 65: Agreement with the statement “Accommodation and its facilities are part of the holiday experience”, by demographics, NI, July 2014
                                                                                                                                                • Figure 66: Agreement with the statement “Budget accommodation offers good value for money”, by demographics, NI, July 2014
                                                                                                                                                • Figure 67: Agreement with the statement “It’s worth paying more for accommodation with spa/beauty services ”, by demographics, NI, July 2014
                                                                                                                                                • Figure 68: Agreement with the statement “NI/RoI hotels offer better value for money compared with hotels abroad”, by demographics, NI, July 2014
                                                                                                                                                • Figure 69: Agreement with the statement “Caravanning/camping is great for spending time outdoors”, by demographics, NI, July 2014
                                                                                                                                                • Figure 70: Agreement with the statement “I’d rather stay in places with environmentally-friendly credentials”, by demographics, NI, July 2014
                                                                                                                                                • Figure 71: Agreement with the statement “Caravanning/camping is fine for a short break (eg 1-3 days) but not for a longer holiday”, by demographics, NI, July 2014
                                                                                                                                              • RoI Toluna data
                                                                                                                                                • Figure 72: Types of accommodation used for overnight stays in RoI or RoI in the last 12 months, by demographics, RoI, July 2014
                                                                                                                                                • Figure 73: Types of accommodation used for overnight stays in RoI or RoI in the last 12 months, by demographics, RoI, July 2014 (continued)
                                                                                                                                                • Figure 74: Types of accommodation used for overnight stays in RoI or RoI in the last 12 months, by demographics, RoI, July 2014 (continued)
                                                                                                                                                • Figure 75: Reasons why consumers have used accommodation in RoI or RoI in the last 12 months, by demographics, RoI, July 2014
                                                                                                                                                • Figure 76: Reasons why consumers have used accommodation in RoI or RoI in the last 12 months, by demographics, RoI, July 2014 (continued)
                                                                                                                                                • Figure 77: Reasons why consumers have used accommodation in RoI or RoI in the last 12 months, by demographics, RoI, July 2014 (continued)
                                                                                                                                                • Figure 78: How consumers booked accommodation for their last trip to RoI or RoI by demographics, RoI, July 2014
                                                                                                                                                • Figure 79: How consumers booked accommodation for their last trip to RoI or RoI by demographics, RoI, July 2014 (continued)
                                                                                                                                                • Figure 80: How consumers booked accommodation for their last trip to RoI or RoI by demographics, RoI, July 2014 (continued)
                                                                                                                                                • Figure 81: Factors that prevented consumers from booking online with accommodation providers in the past, by demographics, RoI, July 2014
                                                                                                                                                • Figure 82: Factors that prevented consumers from booking online with accommodation providers in the past, by demographics, RoI, July 2014 (continued)
                                                                                                                                                • Figure 83: Factors that prevented consumers from booking online with accommodation providers in the past, by demographics, RoI, July 2014 (continued)
                                                                                                                                                • Figure 84: Agreement with the statement “Accommodation is just about the basic essentials (eg clean room, a good night’s sleep)”, by demographics, RoI, July 2014
                                                                                                                                                • Figure 85: Agreement with the statement “The lack of comfort puts me off caravanning or camping”, by demographics, RoI, July 2014
                                                                                                                                                • Figure 86: Agreement with the statement “It’s worth paying a bit more to have a better guest experience (eg better customer service, better hotel facilities)”, by demographics, RoI, July 2014
                                                                                                                                                • Figure 87: Agreement with the statement “Big hotel chains offer a more reliable service”, by demographics, RoI, July 2014
                                                                                                                                                • Figure 88: Agreement with the statement “Accommodation and its facilities are part of the holiday experience”, by demographics, RoI, July 2014
                                                                                                                                                • Figure 89: Agreement with the statement “Budget accommodation offers good value for money”, by demographics, RoI, July 2014
                                                                                                                                                • Figure 90: Agreement with the statement “It’s worth paying more for accommodation with spa/beauty services ”, by demographics, RoI, July 2014
                                                                                                                                                • Figure 91: Agreement with the statement “RoI/RoI hotels offer better value for money compared with hotels abroad”, by demographics, RoI, July 2014
                                                                                                                                                • Figure 92: Agreement with the statement “Caravanning/camping is great for spending time outdoors”, by demographics, RoI, July 2014
                                                                                                                                                • Figure 93: Agreement with the statement “I’d rather stay in places with environmentally-friendly credentials”, by demographics, RoI, July 2014
                                                                                                                                                • Figure 94: Agreement with the statement “Caravanning/camping is fine for a short break (eg 1-3 days) but not for a longer holiday”, by demographics, RoI, July 2014

                                                                                                                                            Companies Covered

                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                            Accommodation - Ireland - September 2014

                                                                                                                                            £1,095.00 (Excl.Tax)