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Domestic vs Overseas Tourism - Ireland - January 2012

With money being tighter than ever for Irish consumers, the decision to take a holiday is not made lightly. Consumers are more likely to be scaling back the amount of trips they take per year, while also being more inclined to consider a domestic break, as opposed to travelling abroad for a holiday.

This report reviews the performance of NI and RoI’s domestic tourism market compared to the performance of overseas tourism, highlighting how Irish consumers are changing their tourism habits.

Some questions answered in the report include:

  • How frequently are Irish consumers taking holidays? – How many trips per year does the average Irish consumer take? How much do they spend on average per trip?
  • What are the key destinations for those travelling overseas? – Which tourism destinations attract the most NI and RoI consumers? Why do they appeal to Irish consumers and how can domestic tourist spots compete?
  • Air travel habits – How often do Irish consumers travel via planes when taking a holiday, and what factors are important to them when deciding on an air carrier?` How important is cost in determining choice of flights?`
  • What are the main sources of information when choosing a domestic or overseas holiday? – With the internet being the preferred source of information among Irish consumers, how has this impacted on traditional sources? In what new innovative ways are consumers using the internet to gather information and plan their holidays?
  • How important has the recession been to domestic tourism? – What benefits has the recession had for domestic tourism in Ireland? What have been the drawbacks? Has greater exposure to domestic tourism weakened the desire to travel abroad among Irish consumers?

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Table of contents

  1. Issues in the Market

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

            • Funding a holiday could become a problem
              • ‘Deal-of-the-day’ websites will help drive holiday bookings
                • Making Ireland stand out
                • Market in Brief

                  • Overseas holidays are a powerful draw, but falling
                    • Domestic tourism grows
                      • Internet all-important for holidays market
                      • Fast Forward Trends

                          • Trend 1: Eastern Boom
                            • What’s it about?
                              • What we’ve seen
                                • What next?
                                  • Trend 2: Guiding Choice
                                    • What’s it about?
                                      • What we’ve seen
                                        • What next?
                                        • Internal Market Environment

                                          • Key points
                                            • Higher level of Irish consumers intending to take an overseas trip
                                              • Figure 1: Consumers taking domestic or foreign holidays/short breaks over the next 12 months, RoI and NI, 2011
                                            • Young more likely to take foreign holiday in 2012, mature consumers prefer to holiday at home
                                              • Figure 2: Consumers taking domestic or foreign holidays/short breaks over the next 12 months, by age, RoI and NI, 2011
                                              • Figure 3: Agreement with the statement ‘I try to go somewhere different on holiday every time’, by age, NI and RoI, 2011
                                            • Funding problems for the young may diminish their ability to travel abroad
                                              • Internet key channel for holiday information and bookings
                                                • Figure 4: Source of information for holidays, NI and RoI, 2011
                                              • Internet deals signal death-knell for travel agents and tour operators
                                                • Figure 5: How holiday booked, NI and RoI, 2011
                                              • Enjoyment and freedom of planning also boosting online travel usage
                                                • Air travel set to continue to decline into 2012
                                                  • Figure 6: Departing and arriving air passengers to RoI airports, 2000-10
                                                  • Figure 7: Consumers who travelled by air in the last 12 months, NI and RoI, 2007-11
                                                • Higher oil prices see air travel become more pricey
                                                  • Figure 8: Indexed price of crude oil (per barrel), October 2009-October 2011
                                                • Air Passenger Duty will cause headaches for NI holidaymakers
                                                  • Figure 9: Air Passenger Duty, 2011 and 2012
                                                • Domestic tourism travel costs also increase
                                                  • Figure 10: UK and RoI fuel prices (petrol and diesel), 2001-11
                                                • Environmental concerns waning
                                                  • Figure 11: Agreement with statements relating to the environment, NI and RoI, 2007-11
                                              • Broader Market Environment

                                                • Key points
                                                  • Stunted economic growth in 2012
                                                    • Figure 12: Economic outlook, RoI and NI, 2009-12
                                                    • Figure 13: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, December 2008-December 2011
                                                  • Domestic tourism potential takes a hit as more leave RoI seeking work
                                                    • Figure 14: Unemployment rates, RoI and NI, January 2009-September 2011
                                                  • Ageing population good for domestic breaks
                                                    • Figure 15: Population, by age, RoI, 2011 and 2021
                                                    • Figure 16: Population, by age, NI, 2010 and 2020
                                                • Strengths and Weaknesses

                                                  • Strengths
                                                    • Weaknesses
                                                    • Market Overview

                                                      • Key points
                                                        • Staying at home is the affordable choice
                                                          • Figure 17: Estimated domestic visitor numbers, IoI, NI and RoI, 2007-16
                                                        • NI domestic revenue increases, whilst RoI drops
                                                          • Figure 18: Estimated revenue generated from domestic visitors, IoI, NI and RoI, 2007-16
                                                        • RoI visits to NI impacting on RoI domestic tourism
                                                          • Figure 19: RoI tourism visitor estimates to NI, 2007-10
                                                        • Visits abroad fall
                                                          • Figure 20: Number of RoI trips overseas and expenditure, 2003-11
                                                        • Higher day-to-day costs putting overseas breaks beyond the budgets of Irish consumers
                                                          • Figure 21: Most notable percentage increases in Consumer Price Index categories, UK and RoI, 12-month rate to December 2011
                                                        • Visitors to Ireland decline
                                                          • Figure 22: Estimated overseas visitor numbers, IoI, NI and RoI, 2007-16
                                                          • Figure 23: Estimated revenue generated from overseas visitors, IoI, NI and RoI, 2007-16
                                                        • UK consumers turned off by Irish holidays and short breaks
                                                          • Figure 24: Visitors to Ireland, by country of origin, NI and RoI, 2008-10/11
                                                      • Competitive Context

                                                        • Key points
                                                          • Global tourism levels increase in 2011
                                                            • Figure 25: International tourist arrivals, by country of destination, 2008 and 2010
                                                          • Spain most popular short break destination for Irish consumers
                                                            • Figure 26: Countries visited in Europe for a holiday in the last 12 months, NI and RoI, 2011
                                                          • France also striking a chord with Irish consumers
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Auctioning off accommodation
                                                                • New app to help plan skiing holidays
                                                                  • easyJet promises 30-second bookings
                                                                    • Flybe
                                                                    • Companies and Products

                                                                        • Tourist boards
                                                                          • Tourism Ireland
                                                                            • Fáilte Ireland
                                                                              • NITB (Northern Ireland Tourist Board)
                                                                                • Airlines
                                                                                  • Aer Arann
                                                                                    • Ryanair
                                                                                      • easyJet
                                                                                        • Aer Lingus
                                                                                          • Flybe
                                                                                            • Bmibaby
                                                                                            • The Consumer – Holiday Trends

                                                                                              • Key points
                                                                                                • Fewer RoI holidays in 2011
                                                                                                  • Figure 27: Taken a holiday or short break in the last 12 months, NI and RoI, 2007-11
                                                                                                • Two to three domestic trips per year
                                                                                                  • Figure 28: Total number of trips taken to the UK and Ireland in the last 12 months, NI and RoI, 2011
                                                                                                  • Figure 29: Consumers who took between one and three trips to the UK and Ireland in the last 12 months, by gender and age, NI and RoI, 2011
                                                                                                • Consumers take between one and three trips abroad per year
                                                                                                  • Figure 30: Total number of trips taken abroad in the last 12 months, NI and RoI, 2011
                                                                                                  • Figure 31: Average room prices per night of European destinations, 2011
                                                                                                • Hotels and rented accommodation are the preferred types of accommodation
                                                                                                  • Figure 32: Type of accommodation used for last holiday, NI and RoI, 2011
                                                                                                • Irish consumers more likely to use hotels at home
                                                                                                  • Figure 33: Consumers who stayed in a hotel in the last 12 months, by location, NI and RoI, 2011
                                                                                                • Average Irish consumer spent between one and two weeks on holiday in 2011
                                                                                                  • Figure 34: Total time spent on holiday in the last 12 months, NI and RoI, 2011
                                                                                                • Summer months are key to holidays
                                                                                                  • Figure 35: Month last holiday was taken, NI and RoI, 2011
                                                                                                  • Figure 36: Consumers whose last holiday was taken in July or August, by presence of children, NI and RoI, 2011
                                                                                                • Most consumers spent €1,500-2,624 on holidays in 2011
                                                                                                  • Figure 37: Cost of holiday, NI and RoI, 2011
                                                                                                • Consumers more likely to opt for the beach when taking a holiday
                                                                                                    • Figure 38: Type of holiday taken vs. type of short break taken, NI and RoI, 2011
                                                                                                • The Consumer – Air Travel Usage

                                                                                                  • Key points
                                                                                                    • Irish consumers fly more for pleasure than business
                                                                                                      • Figure 39: Consumers who travelled by air in the last 12 months, by reason for travel, NI and RoI, 2011
                                                                                                    • Irish consumers are not frequent flyers
                                                                                                      • Figure 40: Total number of air trips in the last 12 months, NI and RoI, 2011
                                                                                                    • Economy class resonates with recession-affected consumers
                                                                                                      • Figure 41: Total number of air trips in the last 12 months, by class flown, NI and RoI, 2011
                                                                                                    • Price is everything when flying
                                                                                                      • Figure 42: Important factors consumers consider when travelling by air, NI and RoI, 2011
                                                                                                    • Higher level of planning when booking flights
                                                                                                    • The Consumer – Attitudes Towards Travel and Holidays

                                                                                                      • Key points
                                                                                                        • High level of consumers want to travel abroad
                                                                                                          • Figure 43: Agreement with statements relating to travel and holidays, NI and RoI, 2011
                                                                                                          • Figure 44: Consumers who travelled by air in the last 12 months for a holiday/personal reasons, NI and RoI, 2008-11
                                                                                                        • Irish consumers say bring on the sun
                                                                                                          • Figure 45: Agreement with the statement ‘When on holiday I only want to eat, drink and sunbathe’, by gender and age, NI and RoI, 2011
                                                                                                          • Figure 46: Agreement with the statement ‘I like the idea of travelling abroad’, by age, NI and RoI, 2011
                                                                                                        • NI consumers prefer the familiar, RoI consumers want the unknown
                                                                                                            • Figure 47: Agreement with statements relating to holidays, NI and RoI, 2011
                                                                                                          • RoI consumers want something different each time
                                                                                                          • Appendix

                                                                                                              • Figure 48: Population, by age, RoI, 2006-41
                                                                                                              • Figure 49: Population, by age, NI, 2008-56
                                                                                                            • NI TGI usage tables
                                                                                                              • Figure 50: Consumers who travelled by air in the last 12 months, by reason for travel, by demographics, NI, 2011
                                                                                                              • Figure 51: Total number of air trips in the last 12 months, by demographics, NI, 2011
                                                                                                              • Figure 52: Class usually travelled in when flying, by demographics, NI, 2011
                                                                                                              • Figure 53: Important factors consumers consider when travelling by air, by demographics, NI, 2011
                                                                                                              • Figure 54: Important factors consumers consider when travelling by air (continued), by demographics, NI, 2011
                                                                                                              • Figure 55: Consumers who stayed in a hotel in the last 12 months, by location, by demographics, NI, 2011
                                                                                                              • Figure 56: How many times consumers stayed in hotels in the last 12 months, by demographics, NI, 2011
                                                                                                              • Figure 57: Taken a holiday or short break in the last 12 months, by demographics, NI, 2011
                                                                                                              • Figure 58: Total number of trips taken to the UK and Ireland in the last 12 months, by demographics, NI, 2011
                                                                                                              • Figure 59: Total number of trips taken abroad in the last 12 months, by demographics, NI, 2011
                                                                                                              • Figure 60: Total time spent on holiday in the last 12 months, by demographics, NI, 2011
                                                                                                              • Figure 61: Month last holiday was taken, by demographics, NI, 2011
                                                                                                              • Figure 62: Month last holiday was taken (continued), by demographics, NI, 2011
                                                                                                              • Figure 63: European countries visited for holidays, by demographics, NI, 2011
                                                                                                              • Figure 64: European countries visited for holidays (continued), by demographics, NI, 2011
                                                                                                              • Figure 65: Cost of holiday, by demographics, NI, 2011
                                                                                                              • Figure 66: Source of information for holidays, by demographics, NI, 2011
                                                                                                              • Figure 67: Source of information for holidays (continued), by demographics, NI, 2011
                                                                                                              • Figure 68: Method used to book last holiday, by demographics, NI, 2011
                                                                                                              • Figure 69: Method used to book last holiday (continued), by demographics, NI, 2011
                                                                                                              • Figure 70: How holiday booked, by demographics, NI, 2011
                                                                                                              • Figure 71: Main travel method for last holiday, by demographics, NI, 2011
                                                                                                              • Figure 72: Main travel method for last holiday (continued), by demographics, NI, 2011
                                                                                                              • Figure 73: Type of holiday taken, by demographics, NI, 2011
                                                                                                              • Figure 74: Type of holiday taken (continued), by demographics, NI, 2011
                                                                                                              • Figure 75: Type of holiday taken (continued), by demographics, NI, 2011
                                                                                                            • RoI TGI usage tables
                                                                                                              • Figure 76: Consumers who travelled by air in the last 12 months, by reason for travel, by demographics, RoI, 2011
                                                                                                              • Figure 77: Total number of air trips in the last 12 months, by demographics, RoI, 2011
                                                                                                              • Figure 78: Class usually travelled in when flying, by demographics, RoI, 2011
                                                                                                              • Figure 79: Important factors consumers consider when travelling by air, by demographics, RoI, 2011
                                                                                                              • Figure 80: Important factors consumers consider when travelling by air (continued), by demographics, RoI, 2011
                                                                                                              • Figure 81: Consumers who stayed in a hotel in the last 12 months, by location, by demographics, RoI, 2011
                                                                                                              • Figure 82: How many times consumers stayed in hotels in the last 12 months, by demographics, RoI, 2011
                                                                                                              • Figure 83: Taken a holiday or short break in the last 12 months, by demographics, RoI, 2011
                                                                                                              • Figure 84: Total number of trips taken to the UK and Ireland in the last 12 months, by demographics, RoI, 2011
                                                                                                              • Figure 85: Total number of trips taken abroad in the last 12 months, by demographics, RoI, 2011
                                                                                                              • Figure 86: Total time spent on holiday in the last 12 months, by demographics, RoI, 2011
                                                                                                              • Figure 87: Month last holiday was taken, by demographics, RoI, 2011
                                                                                                              • Figure 88: Month last holiday was taken (continued), by demographics, RoI, 2011
                                                                                                              • Figure 89: European countries visited for holidays, by demographics, RoI, 2011
                                                                                                              • Figure 90: European countries visited for holidays (continued), by demographics, RoI, 2011
                                                                                                              • Figure 91: Cost of holiday, by demographics, RoI, 2011
                                                                                                              • Figure 92: Source of information for holidays, by demographics, RoI, 2011
                                                                                                              • Figure 93: Source of information for holidays (continued), by demographics, RoI, 2011
                                                                                                              • Figure 94: Method used to book last holiday, by demographics, RoI, 2011
                                                                                                              • Figure 95: Method used to book last holiday (continued), by demographics, RoI, 2011
                                                                                                              • Figure 96: How holiday booked, by demographics, RoI, 2011
                                                                                                              • Figure 97: Main travel method for last holiday, by demographics, RoI, 2011
                                                                                                              • Figure 98: Main travel method for last holiday (continued), by demographics, RoI, 2011
                                                                                                              • Figure 99: Type of holiday taken, by demographics, RoI, 2011
                                                                                                              • Figure 100: Type of holiday taken (continued), by demographics, RoI, 2011
                                                                                                              • Figure 101: Type of holiday taken (continued), by demographics, RoI, 2011
                                                                                                            • NI – Agreement with lifestyle statements
                                                                                                              • Figure 102: Agreement with statements relating to travel and holidays, by demographics, NI, 2011
                                                                                                              • Figure 103: Agreement with statements relating to travel and holidays (continued), by demographics, NI, 2011
                                                                                                            • RoI – Agreement with lifestyle statements
                                                                                                              • Figure 104: Agreement with statements relating to travel and holidays, by demographics, RoI, 2011
                                                                                                              • Figure 105: Agreement with statements relating to travel and holidays (continued), by demographics, RoI, 2011

                                                                                                          Companies Covered

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                                                                                                          Domestic vs Overseas Tourism - Ireland - January 2012

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