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Short Breaks - Ireland - October 2013

“With the situation of high oil prices and low wage growth likely to continue and result in higher prices, companies operating in this sector will need to consider how they provide value for money and communicate this effectively through the appropriate channels to increase the number of domestic and overseas visitors that take a short break in Ireland.”

– James Wilson, Research Analyst

Some questions answered in this report include:

  • What type of short breaks offer the greatest appeal to Irish consumers?
  • What factors are important to Irish consumers when taking a short break?
  • How do Irish consumers plan a short break?
  • What impact is the rising cost of travelling having on the market for short breaks in Ireland?
  • How are deal-of-the-day websites impacting the short break market in Ireland?

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Table of contents

  1. Introduction

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

                • The market
                  • Figure 1: Indexed total visitor numbers, IoI, NI and RoI, 2008-18
                • Forecast
                  • Figure 2: Indexed total visitor expenditure, NI and RoI, 2008-18
                • Market factors
                  • Internet a key channel for short breaks
                    • Ownership of smartphones increases throughout Ireland
                      • Mixed picture for Irish hotel prices
                        • High oil prices impacting travel in Ireland
                          • Deal-of-the-day important when planning short breaks
                            • Companies, brands and innovations
                              • The Consumer
                                • City breaks most popular type of short break for Irish consumers
                                  • Figure 3: Types of short breaks taken in the last 12 months, NI and RoI, October 2013
                                • Comparison and review websites central to planning short breaks
                                  • Figure 4: Sources used to plan a short break, NI and RoI, October 2013
                                • Irish consumers keen to see local sights and attractions
                                  • Figure 5: Agreement with statements relating to short breaks, NI and RoI, October 2013
                                • What we think
                                • Issues in the Market

                                  • What type of short breaks offer the greatest appeal to Irish consumers?
                                    • What factors are important to Irish consumers when taking a short break?
                                      • How do Irish consumers plan a short break?
                                        • What impact is the rising cost of travelling having on the market for short breaks in Ireland?
                                          • How are deal-of-the-day websites impacting the short break market in Ireland?
                                          • Trend Applications

                                              • Trend: Secret, Secret
                                                • Trend: Patriot Games
                                                  • Mintel Futures: Human
                                                  • Market Overview

                                                    • Key points
                                                      • Internet a key channel for Irish tourism
                                                        • Figure 6: Information sources that influenced choice when planning a trip to Ireland and information sourced used to plan trip to Ireland, by region, RoI, 2012
                                                        • Figure 7: Agreement with the statement ‘The internet has changed the way I book and/or source information on holidays’, NI and RoI, July 2012
                                                      • Mobile devices increasingly important when booking tourism services
                                                        • Figure 8: How Irish consumers accessed the internet, NI and RoI, 2009-13
                                                        • Figure 9: Consumers who own, or have access to mobile technology devices, NI and RoI, October 2013
                                                        • Figure 10: Ownership of smartphone devices, RoI, July 2012-August 2013
                                                      • Conflicting hotel prices reported in first half of 2013
                                                        • Figure 11: Average room prices per night of selected European destinations, 2009-13
                                                      • Rising oil prices likely to affect short breaks in Ireland
                                                        • Figure 12: Projected oil prices (per barrel), by low, central and high price projections 2012-30
                                                      • Transport costs outpace wage growth in Ireland
                                                        • Figure 13: Average yearly inflation rate of passenger transport, by railway and air versus average yearly wage growth (in percentage terms), UK (including NI), 2010-13
                                                      • Deal-of-the-day websites an influence on short breaks
                                                        • Figure 14: Deal-of-the-day websites subscribed to, NI and RoI, February 2012
                                                    • Competitive Context

                                                      • Key points
                                                        • Core UK market also a key competitor
                                                          • Figure 15: Top 10 markets, by volume, 2011 and 2012
                                                          • Figure 16: Top 10 markets, by value, 2011 and 2012
                                                          • Figure 17: Top 10 visitor attractions, UK, 2010-12
                                                        • Eastern Europe continues to have cheapest overseas destinations
                                                          • Figure 18: Post Office City Costs Barometer, 2012 and 2013
                                                      • Market Size and Forecast

                                                        • Key points
                                                          • 2013 to see visitor expenditure increase
                                                            • Figure 19: Estimated total visitor expenditure, IoI, NI and RoI, 2008-18
                                                          • Domestic and overseas visitors to spend more in 2013
                                                            • Figure 20: Estimated domestic and overseas visitor expenditure, NI, 2008-18
                                                          • Expenditure also forecast to grow in RoI
                                                            • Figure 21: Estimated domestic and overseas visitor expenditure, RoI, 2008-18
                                                            • Figure 22: Exchange rates involving Pound Sterling, the euro and the US Dollar, 2007-13
                                                          • Visitor numbers expected to grow throughout Ireland in 2013
                                                            • Figure 23: Estimated total visitor numbers, IoI, NI and RoI, 2008-18
                                                          • North American visitors driving growth in overseas visitors
                                                            • Figure 24: Overseas visitor numbers, IoI, NI and RoI, 2008-18
                                                          • Irish consumers continuing to holiday ‘at home’
                                                            • Figure 25: Domestic visitor numbers, IoI, NI and RoI, 2008-18
                                                        • Strengths and Weaknesses

                                                          • Strengths
                                                            • Weaknesses
                                                            • Companies and Innovations

                                                                • Examples of Innovation
                                                                  • Whitbread’s Premier Inn to launch app-controlled hotels
                                                                    • Cloud-based reservation system to improve Jurys Inn room management
                                                                      • Radisson pilot’s ‘iConcierge’ app
                                                                        • Tourism authorities
                                                                          • Fáilte Ireland
                                                                            • Northern Ireland Tourist Board (NITB)
                                                                              • Tourism Ireland
                                                                                • Company Profiles
                                                                                  • Choice Hotels Ireland
                                                                                    • Gresham Hotels
                                                                                      • Hastings Hotel
                                                                                        • Hilton Hotels and Resorts
                                                                                          • Holiday Inn
                                                                                            • Irish Court Hotels
                                                                                              • Jurys Inn
                                                                                                • Marriott Hotels
                                                                                                  • Premier Inn
                                                                                                    • Radisson Blu Ireland
                                                                                                      • The Doyle Collection
                                                                                                        • Travelodge Hotels Ltd
                                                                                                        • The Consumer – Type of Short Breaks Taken

                                                                                                          • Key points
                                                                                                            • City breaks most popular type of short break
                                                                                                              • Figure 26: Types of short breaks taken in the last 12 months, NI and RoI, October 2013
                                                                                                              • Figure 27: Consumers taking a city break in the last 12 months, by gender and age, NI and RoI, October 2013
                                                                                                              • Figure 28: Consumers taking a city break in the last 12 months, by work status, NI and RoI, October 2013
                                                                                                            • Quarter of Irish consumers see the sights on short breaks
                                                                                                                • Figure 29: Consumers taking a sightseeing short break in the last 12 months, by marital status, NI and RoI, October 2013
                                                                                                              • Rural consumers most likely to take sightseeing breaks
                                                                                                                • Figure 30: Consumers taking a sightseeing short break in the last 12 months, by location and social class, NI and RoI, October 2013
                                                                                                              • Irish consumers also keen on beach- and resort-based short breaks
                                                                                                              • The Consumer – How Irish Consumers Plan a Short Break

                                                                                                                • Key points
                                                                                                                  • Online sources key to planning short breaks
                                                                                                                      • Figure 31: Sources used to plan a short break, NI and RoI, October 2013
                                                                                                                    • Quarter of Irish consumers use official tourist board websites
                                                                                                                        • Figure 32: Consumers using an official tourism organisation's website (e.g. VisitScotland) when planning a short break, by gender and age, NI and RoI, October 2013
                                                                                                                      • Hotel comparison websites a popular source
                                                                                                                          • Figure 33: Consumers using hotel comparison websites (eg Trivago) to plan a short break, by presence of children in the household, NI and RoI, October 2013
                                                                                                                        • Affluent consumers most likely to use hotel comparison websites
                                                                                                                          • Figure 34: Consumers using hotel comparison websites (eg Trivago) to plan a short break, by social class and marital status, NI and RoI, October 2013
                                                                                                                        • Half of Irish consumers using review websites
                                                                                                                            • Figure 35: Consumers using a review website (eg TripAdvisor) when planning a short break, by marital status, NI and RoI, October 2013
                                                                                                                          • Low usage of review websites among young consumers
                                                                                                                            • Figure 36: Consumers using a review website (eg TripAdvisor) when planning a short break, by gender and age, NI and RoI, October 2013
                                                                                                                          • Advice from friends and family key when planning short breaks
                                                                                                                              • Figure 37: Consumers seeking advice from friends and/or family when planning a short break, by location and social class, NI and RoI, October 2013
                                                                                                                            • Irish women most likely to seek advice from friends and family
                                                                                                                                • Figure 38: Consumers seeking advice from friends and/or family when planning a short break, by gender and age, NI and RoI, October 2013
                                                                                                                            • The Consumer – Attitudes towards Short Breaks

                                                                                                                              • Key points
                                                                                                                                • Local sights and attractions important on short breaks
                                                                                                                                  • Figure 39: Agreement with statements relating to short breaks, NI and RoI, October 2013
                                                                                                                                  • Figure 40: Agreement with the statement 'When on short breaks I want to see the local sights and attractions', by gender and age, NI and RoI, October 2013
                                                                                                                                • Irish consumers taking fewer short breaks since recession
                                                                                                                                  • Figure 41: Agreement with the statement 'I take fewer short breaks now than I did before the recession’, by working status, NI and RoI, October 2013
                                                                                                                                  • Figure 42: How consumers rate their current financial situation, NI and RoI, October 2013
                                                                                                                                • Consumers on the lookout for online deals for short breaks
                                                                                                                                    • Figure 43: Agreement with the statement 'I look out for online deals and voucher websites (eg Groupon) for short breaks', by gender and age, NI and RoI, October 2013
                                                                                                                                    • Figure 44: Agreement with the statement 'I look out for online deals and voucher websites (eg Groupon) for short breaks', by location and social class, NI and RoI, October 2013
                                                                                                                                  • RoI consumers most likely to prefer short breaks at home
                                                                                                                                      • Figure 45: Agreement with the statement 'I prefer to take short breaks at home (ie in UK/RoI)’, by presence of children in the household, NI and RoI, October 2013
                                                                                                                                    • 45-54s show highest preference for short breaks in Ireland
                                                                                                                                      • Figure 46: Agreement with the statement 'I prefer to take short breaks at home (ie in UK/RoI)’, by gender and age, NI and RoI, October 2013
                                                                                                                                    • Quarter of consumers pay more for hotels on short breaks
                                                                                                                                        • Figure 47: Agreement with the statement 'I pay more for hotels on short breaks compared to a longer holiday', by marital status, NI and RoI, October 2013
                                                                                                                                      • Employed and affluent consumers paying more for hotels
                                                                                                                                        • Figure 48: Agreement with the statement 'I pay more for hotels on short breaks compared to a longer holiday', by work status and social class, NI and RoI, October 2013
                                                                                                                                    • Appendix

                                                                                                                                      • NI Toluna Data
                                                                                                                                        • Figure 49: If consumers have taken a short break in the last 12 months, by location, by demographics, NI, October 2013
                                                                                                                                        • Figure 50: Types of short breaks taken in the last 12 months, by demographics, NI, October 2013
                                                                                                                                        • Figure 51: Types of short breaks taken in the last 12 months, by demographics, NI, October 2013 (continued)
                                                                                                                                        • Figure 52: Types of short breaks taken in the last 12 months, by demographics, NI, October 2013 (continued)
                                                                                                                                        • Figure 53: Sources used to plan a short break, by demographics, NI, October 2013
                                                                                                                                        • Figure 54: Sources used to plan a short break, by demographics, NI, October 2013 (continued)
                                                                                                                                        • Figure 55: Sources used to plan a short break, by demographics, NI, October 2013 (continued)
                                                                                                                                        • Figure 56: Agreement with statements relating to short breaks, by demographics, NI, October 2013
                                                                                                                                        • Figure 57: Agreement with statements relating to short breaks, by demographics, NI, October 2013 (continued)
                                                                                                                                        • Figure 58: Agreement with statements relating to short breaks, by demographics, NI, October 2013 (continued)
                                                                                                                                      • RoI Toluna Data
                                                                                                                                        • Figure 59: If consumers have taken a short break in the last 12 months, by location, by demographics, RoI, October 2013
                                                                                                                                        • Figure 60: Types of short breaks taken in the last 12 months, by demographics, RoI, October 2013
                                                                                                                                        • Figure 61: Types of short breaks taken in the last 12 months, by demographics, RoI, October 2013 (continued)
                                                                                                                                        • Figure 62: Types of short breaks taken in the last 12 months, by demographics, RoI, October 2013 (continued)
                                                                                                                                        • Figure 63: Sources used to plan a short break, by demographics, RoI, October 2013
                                                                                                                                        • Figure 64: Sources used to plan a short break, by demographics, RoI, October 2013 (continued)
                                                                                                                                        • Figure 65: Sources used to plan a short break, by demographics, RoI, October 2013 (continued)
                                                                                                                                        • Figure 66: Agreement with statements relating to short breaks, by demographics, RoI, October 2013
                                                                                                                                        • Figure 67: Agreement with statements relating to short breaks, by demographics, RoI, October 2013 (continued)
                                                                                                                                        • Figure 68: Agreement with statements relating to short breaks, by demographics, RoI, October 2013 (continued)

                                                                                                                                    Companies Covered

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

                                                                                                                                    Short Breaks - Ireland - October 2013

                                                                                                                                    £1,095.00 (Excl.Tax)