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Domestic vs Overseas Holidays - Ireland - February 2010

In response to increasing demand for data concerning the dynamic economy and growth markets of Northern Ireland and The Republic of Ireland, Mintel has developed a series of reports covering a wide variety of sectors within both of these dynamic regions. Each one provides detailed coverage of key drivers as well as providing the very latest volume and value data. Also included are assessments of emerging trends, the activities of existing market players, brand ownership details, supply structures, future scenarios and statistical forecasts.

The Irish Series is segmented in the same manner as Mintel's UK reports, namely Finance, Leisure, Market, Retail and 'Specials'. This provides unparalleled coverage and will be a must for all companies who are either already active in this region, or will be looking to enter these distinct marketplaces in the future.

This report has been produced as part of Mintel's Irish Series and is sold in Ireland exclusively through our sales agency, OCO Consulting, based in Belfast.

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Table of contents

  1. Issues in the Market

      • Key themes of the report
        • Definition
          • Abbreviations
          • Insights and Opportunities

            • All-inclusive allow holidaymakers to relax
              • Don’t underestimate the appeal of shopping bargains
              • Market in Brief

                • The recession sees Irish tourism energies focus on the home market
                  • Visits overseas drop, but desire doesn’t
                    • Competition from abroad
                    • Fast Forward Trends

                        • Trend 1: Escapism
                          • What’s it about?
                            • What we’ve seen
                              • What next?
                                • Trend 2: Celebs and Social Engineering
                                  • What’s it about?
                                    • What we’ve seen
                                      • What next?
                                      • Internal Market Environment

                                        • Key points
                                          • Willingness to spend on a overseas holiday diminishes
                                            • Figure 1: Agreement with selected spending-related statements, NI and RoI, May 2009
                                          • Guilt sees more consumers think twice before travelling
                                            • Domestic tourism could benefit from new frugalism
                                              • Figure 2: Agreement with the statement “I am more likely to holiday at home to save money”, NI and RoI, May 2009
                                            • Worries about the recession could drive the need for a holiday
                                              • Irish cold snap has potential to drive Irish consumers overseas
                                                • Figure 3: Irish weather data – annual average figures, NI and RoI, 2005-09
                                                • Figure 4: How Irish weather in 2009 affected consumer holiday choice
                                              • Online booking reigns supreme
                                                • Figure 5: Method used to book last holiday, NI and RoI, 2009
                                              • Last minute bookings
                                                • Figure 6: How many months last holiday was booked in advance, NI and RoI, 2009
                                              • Booking directly most popular method
                                                • Figure 7: Methods of booking holiday flights and accommodation for last holiday taken, NI and RoI, 2009
                                              • Event tourism key to stimulating domestic tourism, as well as attracting overseas visitors
                                                  • Figure 8: Tourist events in Irish cities, 2010
                                                  • Figure 9: Response to the question ‘What factors motivate you to take a holiday/short break in Ireland?’, NI and RoI, May 2009
                                                • Back to basics – trends in domestic and overseas tourism
                                                  • Irish consumers care about the environment, but they don’t want to pay for it
                                                    • Figure 10: Percentage of consumers that feel strongly about selected green/ethical issues, NI & RoI, August 2009
                                                • Broader Market Environment

                                                  • Key points
                                                    • Cross-border shopping and tourism aids NI’s recovery
                                                      • Figure 11: Economic outlook, NI and RoI, 2008-10
                                                    • Low confidence sees consumers less willing to have a holiday
                                                      • Figure 12: Consumer Sentiment/Confidence Index for 12 months ended October 2009
                                                    • Pound remains weak
                                                      • Figure 13: Pound to euro exchange rate, 2003-10*
                                                      • Figure 14: Cross-border visits from RoI consumers to NI, 2007-09
                                                    • Greece bailout could have far reaching impact on tourism
                                                      • Unemployment rise signals drop in holidays
                                                        • Figure 15: Unemployment, by number unemployed, RoI, January-September 2006-09
                                                        • Figure 16: Unemployment, by number unemployed, NI, September 2006-November 2009
                                                      • A unique use of the unemployed
                                                        • An ageing population
                                                          • Figure 17: Population projections, by age group, RoI and NI, 2006-26
                                                          • Figure 18: Agreement with the statement ‘Need to escape’ as reason for taking holiday or short break, by age, NI and RoI, May 2009
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Market Overview

                                                            • Key points
                                                              • Overseas guests spend less during recession
                                                                • Figure 19: All visits to Ireland and expenditure, NI and RoI, 2003-09
                                                              • NI and RoI domestic tourism increases
                                                                • Figure 20: Domestic visits to Ireland and expenditure, NI and RoI, 2003-09
                                                              • More RoI consumers stay at home, but spend less
                                                                • RoI consumers demand creature comforts
                                                                  • Figure 21: Accommodation used on domestic holiday, RoI, 2007 and 2009
                                                                • Domestic tourism is not a purely Irish phenomenon
                                                                  • Figure 22: Overseas visits to Ireland and expenditure, NI and RoI, 2003-09
                                                                  • Figure 23: Overseas visits to Ireland, by area of origin, RoI, 2007-09
                                                                  • Figure 24: Overseas visits to Ireland, by area of origin, NI, 2007-09
                                                                • UK is a key market to win back
                                                                  • Figure 25: UK Domestic holidays, by expenditure, 2004-09
                                                                • Price comparison sites – highlighting the value in times of recession
                                                                  • Figure 26: Average room prices per night of European destinations, 2007-09
                                                                • Irish visits overseas diminish in 2009
                                                                  • Figure 27: Visits and expenditure by RoI consumers when taking a holiday overseas, NI and RoI, 2003-09
                                                              • Competitive Context

                                                                • Key points
                                                                  • Facing stiff competition from international destinations
                                                                    • Figure 28: International tourist arrivals, by country of destination, 2008
                                                                  • More intense competition for fewer visitors
                                                                    • Figure 29: Percentage growth in international tourism, 2000-10
                                                                  • Spain
                                                                    • 1.5 million Irish holidaymakers visit Spain
                                                                      • Figure 30: International tourist arrivals to Spain, by country of residence, 2007 and 2009
                                                                      • Figure 31: Holiday in Spain taken for last holiday, by region visited, NI and RoI, 2009
                                                                    • Lure of the beach
                                                                      • Figure 32: Irish expenditure and nights stayed in Spain, 2008
                                                                    • Ireland attracting Spanish tourism a long shot?
                                                                      • Figure 33: Spanish visitors to Ireland, NI and RoI, 2007 and 2008
                                                                    • Italy
                                                                      • Irish visitors to Italy account for 1% of total
                                                                        • Figure 34: International tourist arrivals, by residence to Italy, 2007 and 2008
                                                                      • Culture draws in Irish holidaymakers
                                                                        • Figure 35: Resort/hotel used, by Irish tourists in Italy, 2008*
                                                                      • 2009 sees drop in Italian visitors to Ireland, as domestic tourism trend grips Italy
                                                                        • Figure 36: Number of Italian visitors to NI and RoI, 2007 and 2008
                                                                      • Dublin and West of Ireland key destinations
                                                                        • Figure 37: Areas visited, by Italian visitors to Ireland, 2009*
                                                                      • France
                                                                        • How many Irish people visit France
                                                                          • Figure 38: Tourist arrivals to France, by country of origin, 2006 and 2008
                                                                        • Oh la la! culture
                                                                          • Figure 39: Agreement with statement about food eaten on holidays in Ireland “Good quality food and drink is an important part of the whole experience”, RoI and NI, 2009
                                                                        • French domestic tourism
                                                                          • Figure 40: Impact of recession on holiday plans of French consumers, 2009
                                                                        • Bringing the French to Ireland
                                                                          • Figure 41: French visitors to NI and RoI, 2007 and 2008*
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • New programs to help plan holidays
                                                                            • Cuddle class
                                                                              • Leg room, leg room, leg room
                                                                              • Companies and Products

                                                                                  • Tourist boards
                                                                                    • Tourism Ireland
                                                                                      • Fáilte Ireland
                                                                                        • NITB (Northern Ireland Tourist Board)
                                                                                          • Airlines
                                                                                            • Aer Arann
                                                                                              • Ryanair
                                                                                                • Aer Lingus
                                                                                                  • Travel agents
                                                                                                    • Budget travel
                                                                                                      • Direct Holidays
                                                                                                        • Falcon Holidays
                                                                                                        • Types and Frequency of Overseas and Domestic Holidays

                                                                                                          • Key points
                                                                                                            • Recession does little to stop Irish consumers taking a holiday
                                                                                                              • Figure 42: Holiday taken in the last 12 months, NI and RoI, 2003-09
                                                                                                            • Busting stress domestically
                                                                                                              • Mature consumers most likely to have taken a holiday in 2009
                                                                                                                • Figure 43: Holiday taken in the last 12 months, by age, NI and RoI, 2009
                                                                                                              • Targeting 15-24-year-old holidaymakers
                                                                                                                • Working around a school schedule
                                                                                                                  • Music events draw in young consumers
                                                                                                                    • Targeting 25-34-year-old holidaymakers
                                                                                                                      • Leaving it to the professionals
                                                                                                                        • Figure 44: Method used to book their last holiday, according to consumers aged 25-34, NI and RoI, 2009
                                                                                                                      • Targeting 35-44-year-old holidaymakers
                                                                                                                        • A long holiday
                                                                                                                          • Figure 45: Number of nights spent away on last holiday, NI and RoI, 2009
                                                                                                                        • Packaged
                                                                                                                          • Targeting 45-54-year-old holidaymakers
                                                                                                                            • Figure 46: Agreement with statements relating to luxury/status, by age group, NI and RoI, 2009
                                                                                                                          • Important to travel agents
                                                                                                                            • Targeting 55-64-year-old holidaymakers
                                                                                                                              • September vacationers
                                                                                                                                • Figure 47: Month when last holiday began, NI and RoI, 2009
                                                                                                                              • Targeting 65+ year-old holidaymakers
                                                                                                                                  • Figure 48: Responses to statement “Companies should be more sympathetic to older people’s needs”, consumers aged 65+, NI and RoI, September 2009
                                                                                                                                • Beach resorts the most popular type of holiday
                                                                                                                                  • Figure 49: Sort of holiday taken for last holiday, NI and RoI, 2009
                                                                                                                                • Irish consumers less likely to take specialised holidays, although there is room for growth
                                                                                                                                  • Life’s a beach
                                                                                                                                    • Figure 50: Consumers who took a beach resort holiday as their last holiday, by marital status and number of people in household, NI and RoI, 2009
                                                                                                                                  • Travelling companions
                                                                                                                                    • Figure 51: Who consumers took their last holiday with, NI, 2009*
                                                                                                                                  • City breaks grow in popularity
                                                                                                                                    • Figure 52: Consumers who took a city break for their last holiday, NI and RoI, 2003-09
                                                                                                                                • Consumer Attitudes towards Holidays

                                                                                                                                  • Key points
                                                                                                                                      • Figure 53: Agreement with statements relating to travel and holidays, NI and RoI, 2009
                                                                                                                                    • The lure of the overseas holiday holds sway over Irish consumers
                                                                                                                                        • Figure 54: Agreement with the statement ‘I like the idea of travelling abroad’ vs. ‘I like to take holidays in my own country rather than abroad, by demographics, NI and RoI, 2009
                                                                                                                                      • Families put kids needs first
                                                                                                                                          • Figure 55: Agreement with the statement ‘I like the idea of travelling abroad’, by number of people in household, NI and RoI, 2009
                                                                                                                                        • Over-55 and rural consumers holiday at home more
                                                                                                                                            • Figure 56: Agreement with statements ‘I will buy more locally produced goods to protect Irish jobs’, by social class, RoI, May 2009
                                                                                                                                          • Variety vs. familiarity
                                                                                                                                            • Figure 57: Agreement with statements relating to travel, by all adults, NI and RoI, 2009
                                                                                                                                          • Why go to the same place?
                                                                                                                                            • Not just a holiday, an adventure
                                                                                                                                                • Figure 58: Agreement with statement “I have a keen sense of adventure”, by age, NI and RoI, 2009
                                                                                                                                              • Newspapers and magazine influence holiday decisions
                                                                                                                                                  • Figure 59: Agreement with statement “Newspaper and magazine articles on holiday and travel influence my choice of holiday”, by gender, NI and RoI, 2009
                                                                                                                                              • Appendix

                                                                                                                                                • Broader Market Environment tables
                                                                                                                                                  • Figure 60: Number of private households, by composition, RoI, 2002-06
                                                                                                                                                  • Figure 61: NI and RoI population, by gender, 2006-20
                                                                                                                                                  • Figure 62: Forecast population, by age, NI, 2000-20
                                                                                                                                                  • Figure 63: Forecast population, by age, RoI, 2000-20
                                                                                                                                                  • Figure 64: Pound to Euro exchange rate used (annual average), 2004-13
                                                                                                                                                • Short breaks and holidays consumer tables
                                                                                                                                                  • Figure 65: Holiday taken in the last 12 months, NI and RoI, 2009
                                                                                                                                                  • Figure 66: Number of short breaks taken in the UK or Ireland, by RoI consumers, 2009
                                                                                                                                                  • Figure 67: Number of short breaks taken in the UK or Ireland, by NI consumers, 2009
                                                                                                                                                  • Figure 68: Number of short breaks taken abroad, by RoI consumers, 2009
                                                                                                                                                  • Figure 69: Number of short breaks taken abroad by NI consumers, 2009
                                                                                                                                                  • Figure 70: Number of holidays (more than 3 days) taken abroad by RoI consumers, 2009
                                                                                                                                                  • Figure 71: Number of holidays (more than 3 days) taken abroad by NI consumers, 2009
                                                                                                                                                • Attitudes to holidays tables
                                                                                                                                                  • Figure 72: Agreement with statements relating to travel and holidays, by demographics, NI, 2009
                                                                                                                                                  • Figure 73: Agreement with statements relating to travel and holidays, by demographics, NI, 2009
                                                                                                                                                  • Figure 74: Agreement with statements relating to travel and holidays, by demographics, NI, 2009
                                                                                                                                                  • Figure 75: Agreement with statements relating to travel and holidays, by demographics, RoI, 2009
                                                                                                                                                  • Figure 76: Agreement with statements relating to travel and holidays, by demographics, RoI, 2009
                                                                                                                                                  • Figure 77: Agreement with statements relating to travel and holidays, by demographics, RoI, 2009

                                                                                                                                              Companies Covered

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                                                                                                                                              Domestic vs Overseas Holidays - Ireland - February 2010

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