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Domestic vs Overseas Tourism - Ireland - January 2013

“The fragile economic environment presents a significant challenge to the tourism industry in Ireland, and as such, companies operating in this sector will need to clearly demonstrate value for money to encourage financially cautious domestic and overseas visitors to spend.”

– James Wilson, Research Analyst

Some questions answered in this report include:

  • What are the key destinations for Irish consumers travelling overseas?
  • How do Irish consumers travel?
  • How are Irish consumers sourcing information when choosing a domestic or overseas holiday?
  • Have the difficult financial circumstances helped or hindered the tourism industry in Ireland?
  • How often do Irish consumers take holidays?

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Table of contents

  1. Introduction

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

                • The market
                  • Figure 1: Indexed estimated visitor numbers, NI and RoI, 2007-17*
                • Forecast
                  • Figure 2: Forecast of visitor expenditure, IoI, NI and RoI, 2007-17*
                • Market factors
                  • Calls for short-haul APD to be abolished in NI
                    • Mature Irish consumers a key market for tourism
                      • Internet a key channel for booking holidays
                        • Mixed results for tourism advertising
                          • 2013 Budget seeks to boost tourism
                            • Companies, brands and innovations
                              • The consumer
                                • Holiday a priority for Irish consumers
                                  • Figure 3: Taken a holiday or short break in the last 12 months, NI and RoI, 2012
                                • Approximately half of Irish consumers travel by air
                                  • Figure 4: Consumers who travelled by air in the last 12 months, by reason for travel, NI and RoI, 2012
                                • Price a crucial issue for air travel
                                  • Elderly consumers prefer to holiday at home
                                    • Young consumers desire organised activities on holiday
                                      • What we think
                                      • Issues in the Market

                                        • How often do Irish consumers take holidays?
                                          • What are the key destinations for Irish consumers travelling overseas?
                                            • How do Irish consumers travel?
                                              • How are Irish consumers sourcing information when choosing a domestic or overseas holiday?
                                                • Have difficult financial circumstances helped or hindered the tourism industry in Ireland?
                                                • Trend Applications

                                                    • Patriot Games
                                                      • Click and Connect
                                                        • 2015 Trend: Access Anything, Anywhere
                                                        • Market Overview

                                                          • Key points
                                                            • NI abolishes APD on long-haul flights
                                                              • Short-haul APD a ‘stumbling block’ to growth in NI
                                                                • EC rules that 2009 Irish Air Travel Tax gives Irish air operators unfair advantage
                                                                  • Simplified Air Travel Tax rate in RoI drives visitors and spending
                                                                    • Mature consumers set to be a key market for tourism
                                                                      • Figure 5: NI population, by age, 2010-56
                                                                      • Figure 6: RoI population, by age, 2006-41
                                                                    • Mixed reception in RoI for Budget 2013
                                                                      • Internet a key channel for booking holidays
                                                                        • Figure 7: Method used to book last holiday, NI and RoI, 2012
                                                                      • Mobile internet access on the rise
                                                                        • Figure 8: Accessing the internet through a mobile phone, NI and RoI, 2008-12
                                                                      • NI and RoI governments focus on tourism to boost growth
                                                                        • Disappointing start for ni2012 campaign during first six months
                                                                          • An up and down year for Irish tourism
                                                                          • Market Size and Forecast

                                                                            • Key points
                                                                              • Mixed picture for Irish tourism in 2012
                                                                                • Figure 9: Estimated visitor numbers, IoI, NI and RoI, 2007-17*
                                                                              • 2013 looks promising for both regions
                                                                                • Overseas visitors to Ireland forecast to increase
                                                                                  • Figure 10: Overseas visitor numbers, IoI, NI and RoI, 2007-17
                                                                                • Growing number of Irish consumers holidaying ‘at home’
                                                                                  • Figure 11: Domestic visitor numbers, IoI, NI and RoI, 2007-17
                                                                                • Tourism-related spending to decline in NI during 2012
                                                                                  • Figure 12: Estimated visitor expenditure, IoI, NI and RoI, 2007-17*
                                                                                • Domestic and overseas visitors spending less in NI
                                                                                  • Figure 13: Estimated domestic and overseas visitor expenditure, NI, 2007-17
                                                                                • Visitor expenditure stabilises in RoI
                                                                                  • Figure 14: Estimated domestic and overseas visitor expenditure, RoI, 2007-17
                                                                              • Strengths and Weaknesses

                                                                                • Strengths
                                                                                  • Weaknesses
                                                                                  • Competitive Context

                                                                                    • Key points
                                                                                      • Spain a favourite among Irish consumers
                                                                                        • Figure 15: Selected European countries visited for holidays, NI and RoI, 2012
                                                                                      • Ireland also competing with core markets
                                                                                        • Figure 16: Top ten markets, by volume, 2011
                                                                                        • Figure 17: Top ten markets, by value, 2011
                                                                                    • Companies and Innovations

                                                                                        • Examples of innovation
                                                                                          • easyJet ‘inspires’ customers with new map-based search
                                                                                            • Aer Lingus to provide onboard internet capability
                                                                                              • ‘Image It’ to break the language barrier
                                                                                                • Real-time schedules with UK Bus Checker
                                                                                                  • Company profiles – Tourist boards
                                                                                                    • Fáilte Ireland
                                                                                                      • Northern Ireland Tourist Board (NITB)
                                                                                                        • Tourism Ireland
                                                                                                          • Company profiles – Airlines
                                                                                                            • Aer Arann
                                                                                                              • Aer Lingus
                                                                                                                • easyJet
                                                                                                                  • Flybe
                                                                                                                    • Ryanair
                                                                                                                    • The Consumer – Holiday Trends

                                                                                                                      • Key points
                                                                                                                        • Irish women taking more holidays than men
                                                                                                                          • Figure 18: Consumers who have taken a holiday or short break in the last 12 months, NI and RoI, 2008-12
                                                                                                                          • Figure 19: Taken a holiday or short break in the last 12 months, by gender and age, NI and RoI, 2012
                                                                                                                          • Figure 20: Taken a holiday or short break in the last 12 months, by working status, NI and RoI, 2012
                                                                                                                        • Irish consumers taking between one and three trips abroad
                                                                                                                          • Figure 21: Total number of trips taken abroad in the last 12 months, NI and RoI, 2012
                                                                                                                          • Figure 22: Total number of trips taken to the UK and Ireland in the last 12 months, NI and RoI, 2012
                                                                                                                        • Affluent 45-54-year-olds taking two to three trips abroad
                                                                                                                            • Figure 23: Consumers taking two to three trips abroad in the last 12 months, by social class, NI and RoI, 2012
                                                                                                                          • Summer months peak season for holidays
                                                                                                                            • Figure 24: Selected months last holiday was taken, NI and RoI, 2012
                                                                                                                            • Figure 25: Last holiday taken in July, by presence of children in household, NI and RoI, 2012
                                                                                                                          • Consumers spending one to two weeks on holiday
                                                                                                                            • Figure 26: Total number of weeks spent on holiday in the last 12 months, NI and RoI, 2012
                                                                                                                          • Irish consumers using hotels at home
                                                                                                                            • Figure 27: Consumers who stayed in a hotel in the last 12 months, by location, NI and RoI, 2012
                                                                                                                            • Figure 28: Types of hotel accommodation used in NI/RoI in the last 12 months, NI and RoI, June 2012*
                                                                                                                          • Beach holidays preferred by the Irish
                                                                                                                              • Figure 29: Type of holiday taken, NI and RoI, 2012
                                                                                                                            • Holidays costing Irish consumers four figures
                                                                                                                              • Figure 30: Cost of holiday, NI and RoI, 2012
                                                                                                                          • The Consumer – Air Travel Usage

                                                                                                                            • Key points
                                                                                                                              • Mature consumers most likely to travel by air
                                                                                                                                  • Figure 31: Consumers who travelled by air in the last 12 months for a holiday or personal reasons, NI and RoI, 2008-12
                                                                                                                                  • Figure 32: Consumers who travelled by air in the last 12 months for a holiday or personal reasons, by work status, NI and RoI, 2012
                                                                                                                                • Irish consumers take an average of two air trips per year
                                                                                                                                  • Figure 33: Total number of air trips in the last 12 months, NI and RoI, 2012
                                                                                                                                  • Figure 34: One to two air trips taken in the last 12 months, NI and RoI, 2008-12
                                                                                                                                  • Figure 35: Consumers taking three to four air trips in the last 12 months, by social class, NI and RoI, 2012
                                                                                                                                • Price the most important factor when travelling by air
                                                                                                                                    • Figure 36: Selected important factors consumers consider when travelling by air, NI and RoI, 2012
                                                                                                                                    • Figure 37: Importance of price when travelling by air, by gender, NI and RoI, 2012
                                                                                                                                  • Economy class most frequently used when flying
                                                                                                                                    • Figure 38: Class usually travelled in when flying, NI and RoI, 2012
                                                                                                                                    • Figure 39: Consumers travelling in standard economy class when flying, by age, NI and RoI, 2012
                                                                                                                                  • Convenience also important to Irish consumers
                                                                                                                                  • The Consumer – Attitudes Towards Travel and Holidays

                                                                                                                                    • Key points
                                                                                                                                      • Almost a quarter of consumers like to stay at home
                                                                                                                                        • Figure 40: Agreement with selected statements relating to travel and holidays, NI and RoI, 2012
                                                                                                                                        • Figure 41: Agreement with the statement ‘I like to take holidays in my own country rather than abroad’, by gender and age, NI and RoI, 2012
                                                                                                                                      • Travelling abroad popular with Irish consumers
                                                                                                                                        • Figure 42: Agreement with the statement ‘I like the idea of travelling abroad’, by age, NI and RoI, 2012
                                                                                                                                      • A fifth of Irish consumers want organised activities
                                                                                                                                        • Figure 43: Agreement with the statement ‘I like to go on holidays where activities are organised for me’, by gender and age, NI and RoI, 2012
                                                                                                                                        • Figure 44: Activities which consumers have taken part in whilst on holiday in Ireland, NI and RoI, June 2012
                                                                                                                                      • However, a quarter of all Irish consumers prefer relaxing holidays
                                                                                                                                        • Figure 45: Agreement with the statement ‘When on holiday I only want to eat, drink and sunbathe’, by gender and age, NI and RoI, 2012
                                                                                                                                      • ‘Unchartered territory’ appeals to Irish consumers
                                                                                                                                          • Figure 46: Agreement with the statement ‘I try to go somewhere different on holiday every time’, by gender and age, NI and RoI, 2012
                                                                                                                                          • Figure 47: Agreement with the statement ‘I try to go somewhere different on holiday every time’, by work status, NI and RoI, 2012
                                                                                                                                        • Newspapers and magazines still influencing choice of holiday
                                                                                                                                          • Figure 48: Agreement with the statement ‘Newspaper and magazine articles on holidays and travel influence my choice of holiday’, by gender and age, NI and RoI, 2012
                                                                                                                                        • Four in ten consumers like familiar places for holidays
                                                                                                                                            • Figure 49: Agreement with the statement ‘I like to go back to familiar places for holidays’, by age, NI and RoI, 2012
                                                                                                                                            • Figure 50: Agreement with the statement ‘I like to go back to familiar places for holidays’, by gender and working status, NI and RoI, 2012
                                                                                                                                        • Appendix

                                                                                                                                            • Figure 51: Unemployment rate (% of labour force), actual and projected, NI and RoI, 2008-15
                                                                                                                                            • Figure 52: Economic outlook, NI and RoI, 2010-13
                                                                                                                                          • NI TGI data
                                                                                                                                            • Figure 53: Consumers who travelled by air in the last 12 months, by reason for travel, by demographics, NI, 2012
                                                                                                                                            • Figure 54: Total number of air trips in the last 12 months, by demographics, NI, 2012
                                                                                                                                            • Figure 55: Class usually travelled in when flying, by demographics, NI, 2012
                                                                                                                                            • Figure 56: Important factors consumers consider when travelling by air, by demographics, NI, 2012
                                                                                                                                            • Figure 57: Important factors consumers consider when travelling by air, by demographics, NI, 2012 (continued)
                                                                                                                                            • Figure 58: Consumers who stayed in a hotel in the last 12 months, by location, by demographics, NI, 2012
                                                                                                                                            • Figure 59: How many times consumers stayed in hotels in the last 12 months, by demographics, NI, 2012
                                                                                                                                            • Figure 60: Taken a holiday or short break in the last 12 months, by demographics, NI, 2012
                                                                                                                                            • Figure 61: Total number of trips taken to the UK and Ireland in the last 12 months, by demographics, NI, 2012
                                                                                                                                            • Figure 62: Total number of trips taken abroad in the last 12 months, by demographics, NI, 2012
                                                                                                                                            • Figure 63: Total number of weeks spent on holiday in the last 12 months, by demographics, NI, 2012
                                                                                                                                            • Figure 64: Month last holiday was taken, by demographics, NI, 2012
                                                                                                                                            • Figure 65: Month last holiday was taken, by demographics, NI, 2012 (continued)
                                                                                                                                            • Figure 66: European countries visited for holidays, by demographics, NI, 2012
                                                                                                                                            • Figure 67: European countries visited for holidays, by demographics, NI, 2012 (continued)
                                                                                                                                            • Figure 68: Cost of holiday, by demographics, NI, 2012
                                                                                                                                            • Figure 69: Source of information for holidays, by demographics, NI, 2012
                                                                                                                                            • Figure 70: Source of information for holiday, by demographics, NI, 2012 (continued)
                                                                                                                                            • Figure 71: How holiday booked, by demographics, NI, 2012
                                                                                                                                            • Figure 72: How holiday booked, by demographics, NI, 2012 (continued)
                                                                                                                                            • Figure 73: Method used to book last holiday, by demographics, NI, 2012
                                                                                                                                            • Figure 74: Main travel method for last holiday, by demographics, NI, 2012
                                                                                                                                            • Figure 75: Main travel method for last holiday, by demographics, NI, 2012 (continued)
                                                                                                                                            • Figure 76: Type of holiday taken, by demographics, NI, 2012
                                                                                                                                            • Figure 77: Type of holiday taken, by demographics, NI, 2012 (continued)
                                                                                                                                            • Figure 78: Type of holiday taken, by demographics, NI, 2012 (continued)
                                                                                                                                            • Figure 79: Agreement with statements relating to travel and holidays, by demographics, NI, 2012
                                                                                                                                            • Figure 80: Agreement with statements relating to travel and holidays, by demographics, NI, 2012 (continued)
                                                                                                                                          • RoI TGI data
                                                                                                                                            • Figure 81: Consumers who travelled by air in the last 12 months, by reason for travel, by demographics, RoI, 2012
                                                                                                                                            • Figure 82: Total number of air trips in the last 12 months, by demographics, RoI, 2012
                                                                                                                                            • Figure 83: Class usually travelled in when flying, by demographics, RoI, 2012
                                                                                                                                            • Figure 84: Important factors consumers consider when travelling by air, by demographics, RoI, 2012
                                                                                                                                            • Figure 85: Important factors consumers consider when travelling by air, by demographics, RoI, 2012 (continued)
                                                                                                                                            • Figure 86: Consumers who stayed in a hotel in the last 12 months, by location, by demographics, RoI, 2012
                                                                                                                                            • Figure 87: How many times consumers stayed in hotels in the last 12 months, by demographics, RoI, 2012
                                                                                                                                            • Figure 88: Taken a holiday or short break in the last 12 months, by demographics, RoI, 2012
                                                                                                                                            • Figure 89: Total number of trips taken to the UK and Ireland in the last 12 months, by demographics, RoI, 2012
                                                                                                                                            • Figure 90: Total number of trips taken abroad in the last 12 months, by demographics, RoI, 2012
                                                                                                                                            • Figure 91: Total number of weeks spent on holiday in the last 12 months, by demographics, RoI, 2012
                                                                                                                                            • Figure 92: Month last holiday was taken, by demographics, RoI, 2012
                                                                                                                                            • Figure 93: Month last holiday was taken, by demographics, RoI, 2012 (continued)
                                                                                                                                            • Figure 94: European countries visited for holidays, by demographics, RoI, 2012
                                                                                                                                            • Figure 95: European countries visited for holidays, by demographics, RoI, 2012 (continued)
                                                                                                                                            • Figure 96: Cost of holiday, by demographics, RoI, 2012
                                                                                                                                            • Figure 97: Source of information for holidays, by demographics, RoI, 2012
                                                                                                                                            • Figure 98: Source of information for holidays, by demographics, RoI, 2012 (continued)
                                                                                                                                            • Figure 99: Method used to book last holiday, by demographics, RoI, 2012
                                                                                                                                            • Figure 100: Method used to book last holiday, by demographics, RoI, 2012 (continued)
                                                                                                                                            • Figure 101: How holiday booked, by demographics, RoI, 2012
                                                                                                                                            • Figure 102: Main travel method for last holiday, by demographics, RoI, 2012
                                                                                                                                            • Figure 103: Main travel method for last holiday, by demographics, RoI, 2012 (continued)
                                                                                                                                            • Figure 104: Type of holiday taken, by demographics, RoI, 2012
                                                                                                                                            • Figure 105: Type of holiday taken, by demographics, RoI, 2012 (continued)
                                                                                                                                            • Figure 106: Type of holiday taken, by demographics, RoI, 2012 (continued)
                                                                                                                                            • Figure 107: Agreement with statements relating to travel and holidays, by demographics, RoI, 2012
                                                                                                                                            • Figure 108: Agreement with statements relating to travel and holidays, by demographics, RoI, 2012

                                                                                                                                        Companies Covered

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

                                                                                                                                        Domestic vs Overseas Tourism - Ireland - January 2013

                                                                                                                                        £1,095.00 (Excl.Tax)