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Short Breaks - Ireland - November 2011

The drive for value for money has had an impact on the way that Irish consumers take holidays. No longer can the average consumer afford to take multiple short breaks each year; an increasing proportion of Irish consumers now tend to take one longer trip abroad, whilst short breaks taken within Ireland are also growing in popularity.

However the generally poor weather in Ireland has somewhat stilted the scope for outdoor-based activity holidays, highlighting the need for a strong selection of indoor activities to help attract both domestic consumers and overseas visitors.

Some questions answered in this report include:

  • How are new frugal shopping habits affecting short breaks habits? – The recession has seen fewer Irish consumers take multiple short breaks per year, in an attempt to save money. As the cost of living continues to increase, how will this affect the Irish tourism market?
  • How disruptive can the weather be to the Irish tourism market? – Both 2009 and 2010 have seen record cold winters and very wet summers. How much does the weather impact Irish consumers decisions to take a short break in Ireland?
  • Short breaks vs. longer holidays – How long do Irish consumers take for a short break/holiday? What factors influence the length of time and amount of breaks taken?
  • In what ways are Irish tourism bodies encouraging short breaks in Ireland? – What initiatives are they taking to encourage more consumers to take a short break in Ireland? How effective have past marketing campaigns been?
  • What are older consumers’ short break preferences? – Mature consumers are more likely to take a holiday than their younger counterparts; just how important are they to the Irish short breaks market? How will future issues, such as increased retirement age and children living at home for longer, impact the market?
  • As prices increase, how will this affect Irish short breaks? – Higher oil prices have increased the cost of travelling abroad, while the cost of accommodation and holidays have also risen between 2010 and 2011. How will this impact the Irish short breaks market?

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Table of contents

  1. Issues in the Market

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

            • Using the snow to our advantage
              • Internet access important while on a short break
                • The problem with the ‘kidults’
                • Market in Brief

                  • Financial woes keeping Irish consumers at home
                    • Recession good for domestic tourism
                      • City breaks the preferred type of short break
                        • Weather woes holding back growth in outdoor activities
                          • Internet key tool in planning short breaks
                          • Fast Forward Trends

                              • Trend 1: Minimize Me
                                • What’s it about?
                                  • What we’ve seen
                                    • What next?
                                      • Trend 2: Let’s Make a Deal
                                        • What’s it about?
                                          • What we’ve seen
                                            • What next?
                                            • Internal Market Environment

                                              • Key points
                                                • Irish love affair with travel abroad waning due to debts
                                                  • Figure 1: Travelled by air in the last 12 months, NI and RoI, 2007-11
                                                  • Figure 2: Number of outbound air passengers, RoI, 2000-10
                                                  • Figure 3: Purpose of last air trip, N and RoI, 2008-11
                                                • High oil prices pushing up plane ticket cost
                                                  • Figure 4: Brent Crude Oil Price, September 2006-September 2011
                                                • UK and Ireland hotel prices fall by a quarter
                                                  • Figure 5: Average room prices per night of European destinations, 2007-11
                                                • Zombie hotels infecting RoI
                                                  • Cold weather impacting on short breaks in Ireland
                                                    • Figure 6: Irish weather data – annual average figures, 2011
                                                  • Weather most cited disadvantage of holidaying in Ireland
                                                    • Figure 7: Most cited disadvantages of holidaying in RoI, 2005-10
                                                  • Historic properties key for Irish short breaks market
                                                    • Figure 8: Main activities and types of attractions visited while holidaying in Ireland, RoI, 2007 and 2010
                                                    • Figure 9: Main activities and types of attractions visited while holidaying in Ireland, NI, 2007 and 2009
                                                  • Launch of historic attractions in 2012-13 will help to boost short breaks
                                                    • The internet still the key channel for planning short breaks
                                                      • Figure 10: Sources of information for short breaks, NI and RoI, 2011
                                                      • Figure 11: Used the internet in the last 12 months, NI and RoI, 2007-11
                                                    • Overseas visitors just as likely to use internet for information sourcing
                                                      • Figure 12: Important information sources in planning a holiday in Ireland, by overseas visitors, 2006-10
                                                    • Social networks important tool for generating interest in Irish short breaks
                                                      • Figure 13: Frequency of use of selected social networks, NI and RoI, August 2011
                                                  • Broader Market Environment

                                                    • Key points
                                                      • Fears of a double dip might reduce level of short breaks taken
                                                        • Figure 14: Economic outlook, RoI and NI, 2009-11
                                                        • Figure 15: Consumer Sentiment/Confidence Index, UK (inc NI) and RoI, October 2008-October 2011
                                                      • Unemployment up, particularly among the young
                                                        • Figure 16: Unemployment rates, RoI and NI, January 2009-Sept 2011
                                                      • Lower pay points to shorter holidays
                                                        • Figure 17: Median gross weekly pay, NI and RoI, 2006-11
                                                        • Figure 18: Issues concerning consumers, RoI and NI, 2011
                                                      • Aging population good for tourism
                                                        • Figure 19: Holiday or short break taken in the last 12 months, by age, NI and RoI, 2011
                                                        • Figure 20: Population, by age, RoI, 2006-41
                                                        • Figure 21: Population, by age, NI, 2008-58
                                                      • ‘Kidults’ a threat to the grey short breaks market
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Market Overview

                                                            • Key points
                                                              • IoI tourism market falls between 2009 and 2010
                                                                • Figure 22: Visitor numbers and revenue, IoI, 2006-16
                                                              • NI overseas visitors grow between 2010 and 2011
                                                                • Figure 23: Estimated overseas visitor numbers, NI and RoI, 2006-16
                                                                • Figure 24: Estimated revenue generated from overseas visitors, NI and RoI, 2006-16
                                                              • UK consumers account for largest proportion of overseas visitors
                                                                • Figure 25: Visitors to Ireland, by country of origin, NI and RoI, 2008 and 2010
                                                              • Domestic market benefiting from the recession
                                                                • Figure 26: Estimated domestic visitor numbers, NI and RoI, 2006-16
                                                                • Figure 27: Estimated revenue generated from domestic visitors, NI and RoI, 2006-16
                                                              • Encouraging more domestic short breaks in Ireland
                                                              • Competitive Context

                                                                • Key points
                                                                  • Europe the most popular destination when travelling overseas
                                                                    • Figure 28: Outbound travel from the Republic of Ireland (overnight trips), by region, 2007-09
                                                                    • Figure 29: Average outbound trip expenditure from the RoI, by region travelled to, 2007-09
                                                                  • Spain and France most popular short break destinations for Irish consumers
                                                                    • Figure 30: Countries visited in Europe for a short break, NI and RoI, 2011*
                                                                  • Cost concerns will dictate where consumers take short breaks
                                                                    • Figure 31: Selected Issues concerning consumers, RoI and NI, 2011
                                                                    • Figure 32: City break costs, 2011
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Groupon Getaways appeal to cash strapped consumers
                                                                        • Figure 33: Agreement with the statement “I always use ‘money-off’ coupons and vouchers”, NI and RoI, 2007-11
                                                                      • House-swap holidays
                                                                        • USA shopping short breaks
                                                                        • Companies and Products

                                                                            • Tourist boards
                                                                              • Tourism Ireland
                                                                                • Fáilte Ireland
                                                                                  • NITB (Northern Ireland Tourist Board)
                                                                                    • Hotel groups
                                                                                      • Hastings Hotels
                                                                                        • Mooney Hotel Group
                                                                                          • Hilton Hotels and Resorts
                                                                                            • The Doyle Collection
                                                                                              • Figure 34: The Doyle Collection hotels, 2011
                                                                                            • Jurys Inn
                                                                                              • Choice Hotels Ireland (CHI)
                                                                                                • Irish Court Hotels
                                                                                                  • Figure 35: Irish Court hotels, 2011
                                                                                                • Gresham Hotels
                                                                                                  • Radisson Blu Ireland
                                                                                                    • Holiday Inn
                                                                                                      • Marriott Hotels
                                                                                                        • Premier Inn
                                                                                                          • Travelodge
                                                                                                          • The Consumer – Short Breaks Taken

                                                                                                            • Key points
                                                                                                              • Holiday or short break fall slightly between 2009 and 2011
                                                                                                                  • Figure 36: Consumers who have taken a short break or holiday, NI and RoI, 2007-11
                                                                                                                  • Figure 37: Pound Sterling to euro exchange rate, NI and RoI, 2005-11
                                                                                                                • RoI short breaks drop despite early indications of boost
                                                                                                                  • Married couples most likely to take a holiday or short break
                                                                                                                      • Figure 38: Consumers who have taken a short break or holiday, by marital status, NI and RoI, 2007-11
                                                                                                                    • Consumers take more short breaks in GB and Ireland
                                                                                                                        • Figure 39: Number of short breaks/holidays taken in the GB and Ireland in the last 12 months, by length of break, NI and RoI, 2011
                                                                                                                      • More short breaks taken at home than abroad
                                                                                                                        • Figure 40: Number of short breaks/holidays taken abroad in the last 12 months, by length of break, NI and RoI, 2011
                                                                                                                      • Total short breaks amount to less than a week
                                                                                                                        • Figure 41: Total amount of weeks spent away on short breaks the last 12 months, NI and RoI, 2011
                                                                                                                      • August and September most likely months for short breaks
                                                                                                                          • Figure 42: Month that short break or holiday began, NI and RoI, 2011
                                                                                                                        • Irish consumers unwilling to spend a great deal on short breaks
                                                                                                                          • Figure 43: Amount spent on short breaks, NI and RoI, 2011
                                                                                                                      • The Consumer – Types of Short Breaks Taken and Accommodation Used

                                                                                                                        • Key points
                                                                                                                          • City breaks dominate the short breaks market
                                                                                                                              • Figure 44: Type of short breaks taken, NI and RoI, 2011
                                                                                                                            • Mature consumers most likely to take a city break
                                                                                                                              • Figure 45: Consumers who took a city break, by age, NI and RoI, 2011
                                                                                                                            • Interest in culture may drive city-breakers abroad
                                                                                                                                • Figure 46: Agreement with selected statements about culture, NI and RoI, 2007-11
                                                                                                                              • Hotels are most used type of accommodation for short breaks
                                                                                                                                • Figure 47: Type of accommodation used for short breaks, NI and RoI, 2011
                                                                                                                              • One in ten stay with relatives
                                                                                                                              • The Consumer – Attitudes Towards Travel and Holidays

                                                                                                                                • Key points
                                                                                                                                  • High level of consumers want to travel abroad
                                                                                                                                    • Figure 48: Agreement with statements relating to travel and holidays, RoI, 2011
                                                                                                                                    • Figure 49: Agreement with the statement “I like the idea of travelling abroad”, NI and RoI, 2007-11
                                                                                                                                  • Who likes the idea of travelling abroad?
                                                                                                                                    • Figure 50: Agreement with the statement “I like the idea of travelling abroad”, by gender and age, NI and RoI, 2011
                                                                                                                                  • Older consumers more likely to enjoy taking a short break in Ireland
                                                                                                                                      • Figure 51: Agreement with the statement “I like to take holidays in my own country rather than abroad”, by age, NI and RoI, 2011
                                                                                                                                    • Consumers enjoy planning holidays
                                                                                                                                      • Figure 52: Agreement with the statement “I enjoy planning holidays”, by gender, NI and RoI, 2011
                                                                                                                                    • Satisfaction about hunting down a bargain
                                                                                                                                      • Figure 53: Agreement with the statement “I am a bargain hunter”, by gender, NI and RoI, 2011
                                                                                                                                    • The new vs. familiar
                                                                                                                                      • Figure 54: Agreement with selected statements relating to travel and holidays, NI and RoI, 2011
                                                                                                                                  • Appendix

                                                                                                                                    • NI – short breaks usage data
                                                                                                                                      • Figure 55: Holiday or short break taken in the last 12 months, by all demographics, NI, 2011
                                                                                                                                      • Figure 56: Number of short breaks taken in the UK and Ireland (up to 4 days) in the last 12 months, by all demographics, NI, 2011
                                                                                                                                      • Figure 57: Number of short breaks taken abroad (up to 4 days) in the last 12 months, by all demographics, NI, 2011
                                                                                                                                      • Figure 58: Number of short breaks taken in the UK and Ireland (5+ days) in the last 12 months, by all demographics, NI, 2011
                                                                                                                                      • Figure 59: Number of short breaks taken abroad (5+ days) in the last 12 months, by all demographics, NI, 2011
                                                                                                                                      • Figure 60: Total amount of time spent away on short breaks the last 12 months, by all demographics, NI, 2011
                                                                                                                                      • Figure 61: Month that short break began, by all demographics, NI, 2011
                                                                                                                                      • Figure 62: Month that short break began (continued), by all demographics, NI, 2011
                                                                                                                                      • Figure 63: Amount spent on short breaks, by all demographics, NI, 2011
                                                                                                                                      • Figure 64: Sources of information for short breaks (continued), by all demographics, NI, 2011
                                                                                                                                      • Figure 65: How short break booked (continued), by all demographics, NI, 2011
                                                                                                                                      • Figure 66: Method used to book short break, by all demographics, NI, 2011
                                                                                                                                      • Figure 67: Main method of travel for short breaks, by all demographics, NI, 2011
                                                                                                                                      • Figure 68: Main method of travel for short breaks (continued), by all demographics, NI, 2011
                                                                                                                                      • Figure 69: Type of short breaks taken, by all demographics, NI, 2011
                                                                                                                                      • Figure 70: Type of short breaks taken (continued), by all demographics, NI, 2011
                                                                                                                                      • Figure 71: Type of short breaks taken (continued), by all demographics, NI, 2011
                                                                                                                                      • Figure 72: Type of accommodation used for short breaks, by all demographics, NI, 2011
                                                                                                                                      • Figure 73: Type of accommodation used for short breaks (continued), by all demographics, NI, 2011
                                                                                                                                    • RoI – short breaks usage data
                                                                                                                                      • Figure 74: Holiday or short break taken in the last 12 months, by all demographics, RoI, 2011
                                                                                                                                      • Figure 75: Number of short breaks taken in the UK and Ireland (up to 4 days) in the last 12 months, by all demographics, RoI, 2011
                                                                                                                                      • Figure 76: Number of short breaks taken abroad (up to 4 days) in the last 12 months, by all demographics, RoI, 2011
                                                                                                                                      • Figure 77: Number of short breaks taken in the UK and Ireland (5+ days) in the last 12 months, by all demographics, RoI, 2011
                                                                                                                                      • Figure 78: Number of short breaks taken abroad (5+ days) in the last 12 months, by all demographics, RoI, 2011
                                                                                                                                      • Figure 79: Total amount of time spent away on short breaks the last 12 months, by all demographics, RoI, 2011
                                                                                                                                      • Figure 80: Month that short break began, by all demographics, RoI, 2011
                                                                                                                                      • Figure 81: Month that short break began (continued), by all demographics, RoI, 2011
                                                                                                                                      • Figure 82: Amount spent on short breaks, by all demographics, RoI, 2011
                                                                                                                                      • Figure 83: Sources of information for short breaks, by all demographics, RoI, 2011
                                                                                                                                      • Figure 84: Sources of information for short breaks (continued), by all demographics, RoI, 2011
                                                                                                                                      • Figure 85: How short break booked, by all demographics, RoI, 2011
                                                                                                                                      • Figure 86: How short break booked (continued), by all demographics, RoI, 2011
                                                                                                                                      • Figure 87: Method used to book short break, by all demographics, RoI, 2011
                                                                                                                                      • Figure 88: Main method of travel for short breaks, by all demographics, RoI, 2011
                                                                                                                                      • Figure 89: Type of short breaks taken, by all demographics, RoI, 2011
                                                                                                                                      • Figure 90: Type of short breaks taken (continued), by all demographics, RoI, 2011
                                                                                                                                      • Figure 91: Type of short breaks taken (continued), by all demographics, RoI, 2011
                                                                                                                                      • Figure 92: Type of accommodation used for short breaks, by all demographics, RoI, 2011
                                                                                                                                      • Figure 93: Type of accommodation used for short breaks (continued), by all demographics, RoI, 2011
                                                                                                                                    • NI – Agreement with lifestyle statements
                                                                                                                                      • Figure 94: Agreement with statements relating to travel and holidays, by all demographics, NI, 2011
                                                                                                                                      • Figure 95: Agreement with statements relating to travel and holidays (continued), by all demographics, NI, 2011
                                                                                                                                    • RoI – Agreement with lifestyle statements
                                                                                                                                      • Figure 96: Agreement with statements relating to travel and holidays, by all demographics, RoI, 2011
                                                                                                                                      • Figure 97: Agreement with statements relating to travel and holidays (continued), by all demographics, RoI, 2011

                                                                                                                                  Companies Covered

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                                                                                                                                  Short Breaks - Ireland - November 2011

                                                                                                                                  £1,095.00 (Excl.Tax)