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Hotels - Ireland - January 2016

“Moving forward into 2016 the hotel sector in both NI and RoI will likely see its average hotel occupancy levels increase as consumer confidence helps to drive more visitors to the island – while the impact of the marriage equality legislation introduced to RoI in 2015 will help to attract more wedding ceremonies and receptions to RoI hotels.”
– Brian O’Connor, Senior Consumer Analyst

This report examines the following areas:

  • Strong growth in hotel usage
  • Six in ten Irish consumers have stayed in a Irish hotel in the last 12 months
  • Romance and weddings key reasons for Irish hotel stays
  • Strong demand for tech provisions

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Table of contents

  1. Overview

    • What you need to know
      • Issues covered in this report
      • Executive Summary

          • The market
            • Figure 1: Estimated breakdown of total revenue for hotels, RoI, 2014
          • Forecast
            • Figure 2: Indexed estimated visitor numbers and expenditure on accommodation, IoI, 2011-21
          • Market factors
            • Exchange rate making RoI a more affordable destination to UK consumers
              • Hotel prices continue to grow in 2015
                • RoI set to benefit from the marriage equality act in 2016
                  • ISIS threats may make travellers more wary of where they visit
                    • Poor Wi-Fi in hotels could prevent repeat visitors
                      • The consumer
                        • Bed and breakfast preferred over full-board or all-inclusive stays
                          • Figure 3: Types of hotel stays by consumers in NI and/or RoI ONLY in the last 12 months, NI and RoI, November 2015
                        • Romance a key reason for Irish hotel stays among domestic visitors
                          • Figure 4: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, NI and RoI, November 2015
                        • Wireless charging a key technology for hotels moving forward
                          • Figure 5: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, NI and RoI, November 2015
                        • What we think
                        • Issues and Insights

                          • Strong growth in hotel usage
                            • The facts
                              • The implications
                                • Six in ten Irish consumers have stayed in a Irish hotel in the last 12 months
                                  • The facts
                                    • The implications
                                      • Romance and weddings key reasons for Irish hotel stays
                                        • The facts
                                          • The implications
                                            • Strong demand for tech provisions
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Accommodation revenue for Ireland grew between 2014 and 2015
                                                    • Exchange rate could help boost UK/NI visitors to RoI hotels
                                                      • Hotel prices continue to grow in 2015
                                                        • RoI set to benefit from the marriage equality act in 2016
                                                        • Market Size and Forecast

                                                            • Visitors numbers to Ireland grew between 2014 and 2015
                                                              • Figure 6: Estimated total visitor numbers, 000s, IoI, NI and RoI, 2011-21
                                                            • Spending on accommodation improving
                                                              • Figure 7: Estimated visitor expenditure on accommodation, IoI, RoI and NI, 2011-21
                                                            • Hotels sector sees growth between 2014 and 2015
                                                              • Revenue from foodservice more important to hotels outside of Dublin
                                                                • Figure 8: Estimated breakdown of total revenue for hotels, RoI, 2014
                                                                • Figure 9: Regions visited, by number of trips, out-of-state vs domestic, RoI, 2014
                                                              • Greater hotel occupancy rate in 2014 and 2015
                                                                • Figure 10: Estimated hotel occupancy rates (%), NI and RoI, 2011-15
                                                              • Need for more rooms in both NI and RoI
                                                              • Market Drivers

                                                                • Improved strength of Sterling could help boost visits from GB
                                                                  • Figure 11: Annualised exchange rates involving Pound Sterling, the euro and the US Dollar, 2010-15
                                                                  • Figure 12: Number of overseas visitors to RoI, by source, 2013-15
                                                                  • Figure 13: Number of overseas visitors to NI, by source, 2013 and 2014
                                                                • Strong improvement in NA visitors
                                                                  • Hotel prices continue to grow in 2015
                                                                    • Figure 14: Consumer price index of accommodation services, RoI and UK, 2011-15
                                                                    • Figure 15: Average hotel prices per room per night, by city, NI and RoI, 2012-15
                                                                    • Figure 16: Average room price of hotel, by selected European cities, 2012-15
                                                                  • Nine in 10 hotels optimistic for 2016 performance
                                                                    • RoI benefiting from the marriage equality act
                                                                      • Impact of ISIS and terrorism on tourism
                                                                        • Importance of Wi-Fi in hotels
                                                                          • Figure 17: Agreement with the statement 'Wi-Fi is a must at hotels and attractions', by gender and age, NI and RoI, May 2015
                                                                      • Key Players – What You Need to Know

                                                                          • Hotels launch lifestyle brands to appeal to Millennials
                                                                            • Airbnb targets business travellers
                                                                              • Arrive Hotel embraces technology
                                                                              • Who’s Innovating?

                                                                                  • Hotels launch lifestyle brands to appeal to Millennials
                                                                                    • Airbnb targets business travellers
                                                                                      • Arrive Hotel embraces technology
                                                                                      • Companies and Brands

                                                                                          • Choice Hotels
                                                                                            • Key facts
                                                                                              • Recent developments
                                                                                                • Gresham Hotels
                                                                                                  • Key facts
                                                                                                    • Recent developments
                                                                                                      • Marriott Hotels
                                                                                                        • Key facts
                                                                                                          • Recent developments
                                                                                                            • Hastings Hotels
                                                                                                              • Key facts
                                                                                                                • Recent developments
                                                                                                                  • Hilton Hotels
                                                                                                                    • Key facts
                                                                                                                      • Recent developments
                                                                                                                        • Holiday Inn
                                                                                                                          • Key facts
                                                                                                                            • Recent developments
                                                                                                                              • Irish Court Hotels
                                                                                                                                • Key facts
                                                                                                                                  • Recent developments
                                                                                                                                    • Jurys Inn
                                                                                                                                      • Key facts
                                                                                                                                        • Recent developments
                                                                                                                                          • Mooney Hotel Group
                                                                                                                                            • Key facts
                                                                                                                                              • Recent developments
                                                                                                                                                • Premier Inn
                                                                                                                                                  • Key facts
                                                                                                                                                    • Recent developments
                                                                                                                                                      • Radisson Blu Ireland
                                                                                                                                                        • Key facts
                                                                                                                                                          • Recent developments
                                                                                                                                                            • The Doyle Collection
                                                                                                                                                              • Key facts
                                                                                                                                                                • Recent developments
                                                                                                                                                                  • Travelodge Hotels
                                                                                                                                                                    • Key facts
                                                                                                                                                                      • Recent developments
                                                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                                                        • Six in 10 Irish consumers have used an Irish hotel
                                                                                                                                                                          • Romantic getaways most common reason for stay
                                                                                                                                                                            • Wireless charging stations in rooms a key tech provision
                                                                                                                                                                            • Types of Hotel Accommodation Used

                                                                                                                                                                                • Bed and breakfast the preferred option among Irish hotel users
                                                                                                                                                                                  • Figure 18: Types of hotel stays by consumers in NI and/or RoI ONLY in the last 12 months, NI and RoI, November 2015
                                                                                                                                                                                • Bed and breakfast stays the most common
                                                                                                                                                                                  • Figure 19: Consumers who had a bed and breakfast stay in a hotel in NI and/or RoI ONLY in the last 12 months, by age, NI and RoI, November 2015
                                                                                                                                                                                • Accommodation-only more likely to be used by young and heavy internet users
                                                                                                                                                                                  • Figure 20: Consumers who had an accommodation-only stay in a hotel in NI and/or RoI ONLY in the last 12 months, by age, NI and RoI, November 2015
                                                                                                                                                                                • Less affluent consumers less likely to have stayed in an Irish hotel
                                                                                                                                                                                  • Figure 21: Consumers who have not stayed in a hotel in NI and/or RoI ONLY in the last 12 months, by social class, NI and RoI, November 2015
                                                                                                                                                                              • Reasons for Hotel Stay

                                                                                                                                                                                  • Romance and weddings key motivators for hotel stay
                                                                                                                                                                                    • Figure 22: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, NI and RoI, November 2015
                                                                                                                                                                                  • A third of NI hotel visitors have taken a romantic getaway
                                                                                                                                                                                    • Figure 23: Consumers who have visited an Irish hotel for a romantic getaway in the last 12 months, by age of children in household, NI and RoI, November 2015
                                                                                                                                                                                  • Quarter of Irish consumers have stayed in a hotel for a wedding party
                                                                                                                                                                                    • Figure 24: Consumers who have visited an Irish hotel for a wedding party in the last 12 months, by gender, NI and RoI, November 2015
                                                                                                                                                                                    • Figure 25: Number of marriages, NI and RoI, 2010-15
                                                                                                                                                                                  • NI consumers more likely to take a country/rural hotel break
                                                                                                                                                                                    • Figure 26: Consumers who have visited an Irish hotel for a country/rural break in the last 12 months, by age, NI and RoI, November 2015
                                                                                                                                                                                • Types of Technology Hotel Consumers are Interested in

                                                                                                                                                                                    • Wireless charging a key technology for hotels moving forward
                                                                                                                                                                                      • Figure 27: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, NI and RoI, November 2015
                                                                                                                                                                                    • Wireless charging appeals more to women than men
                                                                                                                                                                                      • Figure 28: Consumers who would find wireless charging in hotel rooms useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by gender, NI and RoI, November 2015
                                                                                                                                                                                      • Figure 29: Number of mobile voice and data subscribers using 3G and 4G networks in RoI, Q4 2013 and Q4 2014
                                                                                                                                                                                    • Quarter of consumers would like complimentary devices
                                                                                                                                                                                      • Figure 30: Consumers who would find complimentary technology devices provided by the hotel throughout the stay (eg headphones, tablets) useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by age, NI and RoI, November 2015
                                                                                                                                                                                    • Interactive information points desired by quarter of Irish consumers
                                                                                                                                                                                      • Self-check-in appeals to affluent consumers
                                                                                                                                                                                          • Figure 31: Consumers who would find an app that lets you self-check-in useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by social class, NI and RoI, November 2015
                                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                        • Market size rationale
                                                                                                                                                                                          • Data sources
                                                                                                                                                                                            • Consumer data sources
                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                              • Appendix – The Consumer

                                                                                                                                                                                                • NI Toluna data
                                                                                                                                                                                                  • Figure 32: Types of hotel stays by consumers in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015
                                                                                                                                                                                                  • Figure 33: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015
                                                                                                                                                                                                  • Figure 34: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015 (continued)
                                                                                                                                                                                                  • Figure 35: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015 (continued)
                                                                                                                                                                                                  • Figure 36: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015
                                                                                                                                                                                                  • Figure 37: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015 (continued)
                                                                                                                                                                                                  • Figure 38: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, NI, November 2015 (continued)
                                                                                                                                                                                                • RoI Toluna data
                                                                                                                                                                                                  • Figure 39: Types of hotel stays by consumers in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015
                                                                                                                                                                                                  • Figure 40: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015
                                                                                                                                                                                                  • Figure 41: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                                                                  • Figure 42: Reasons stated by consumers for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                                                                  • Figure 43: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015
                                                                                                                                                                                                  • Figure 44: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015 (continued)
                                                                                                                                                                                                  • Figure 45: Types of technologies (if available) consumers would find most useful for a hotel stay in NI and/or RoI ONLY in the last 12 months, by demographics, RoI, November 2015 (continued)

                                                                                                                                                                                              Companies Covered

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

                                                                                                                                                                                              Hotels - Ireland - January 2016

                                                                                                                                                                                              £1,095.00 (Excl.Tax)