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Technology and Irish Tourism - Ireland - July 2016

“The popularity of customer review websites highlights the emphasis consumers are placing on peer feedback and recommendations. Usage of customer review websites is highest among affluent consumers and highlights how platforms such as TripAdvisor can be an important tool for reaching higher-spending consumers that are looking at the luxury end of the Irish tourism market.”
– James Wilson, Research Analyst

This report answers the following key questions:

  • How did Irish consumers arrange travel insurance for their last short break or holiday?
  • Are Irish consumers interested in technology-free tourism?
  • What opportunities does the high level of technology usage offer Irish tourism companies?

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Table of contents

  1. Overview

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

          • Market factors
            • Internet the main influence on overseas visitors’ decision to visit RoI
              • Social networks an important promotional channel for tourism companies
                • Virtual reality comes to Irish tourism industry
                  • Irish consumers have access to multiple devices
                    • Companies, brands and innovations
                      • The consumer
                        • Majority of Irish consumers have taken a short break or holiday in the last 12 months
                          • Figure 1: When last holiday or short break was taken, NI and RoI, April 2016
                        • Short breaks being taken ‘at home’
                          • Figure 2: Where last short break (1-3 days) taken, NI and RoI
                        • Irish consumers favour Europe for a holiday
                          • Figure 3: Where last holiday (4 or more days) taken, NI and RoI, April 2016
                        • Travel insurance being arranged online directly through insurer
                          • Figure 4: How consumers arrange travel insurance for their last short break or holiday, NI and RoI, April 2016
                        • Irish consumers happy to book trips using smartphones and tablets
                          • Figure 5: Agreement with statements relating to technology and tourism, NI and RoI, April 2016
                        • What we think
                        • Issues and Insights

                          • How did Irish consumers arrange travel insurance for their last short break or holiday?
                            • The facts
                              • The implications
                                • Are Irish consumers interested in technology-free tourism?
                                  • The facts
                                    • The implications
                                      • What opportunities does the high level of technology usage offer Irish tourism companies?
                                        • The facts
                                          • The implications
                                          • The Market – What You Need to Know

                                            • Internet’s influence declines among overseas visitors
                                              • Social networks are key communications channels for tourism companies
                                                • Irish consumers interested in tourism-related virtual reality
                                                  • Device ownership high in Ireland
                                                  • Market Drivers

                                                    • Internet continues to be a key influence for overseas consumers
                                                      • Figure 6: Information sources that influenced choice of RoI as a holiday destination, RoI, 2013-15
                                                      • Figure 7: Information sources that influenced choice of RoI as a holiday destination, by region, RoI, 2012-15
                                                    • Internet seen as a key planning tool for holidays to RoI
                                                      • Figure 8: Information sources used when planning a holiday to RoI, RoI, 2013-15
                                                      • Figure 9: Information sources used when planning a holiday to RoI, by region, RoI, 2013-15
                                                    • Facebook and YouTube the most popular social networks
                                                      • Figure 10: Top five social and media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
                                                    • Virtual reality entering the travel industry
                                                      • Figure 11: Interest level in different VR use cases, June 2016
                                                    • High device ownership presents greater opportunities to reach Irish consumers
                                                      • Figure 12: Ownership of or access to mobile technology devices, NI and RoI, June 2015-June 2016
                                                  • Market in Context

                                                      • Case study: Airbnb
                                                        • Background
                                                          • How it uses technology
                                                            • Measuring the impact of technology
                                                              • Case study: easyJet
                                                                • Background
                                                                  • How it uses technology
                                                                    • Measuring the impact of technology
                                                                      • Case study: Fáilte Ireland
                                                                        • Background
                                                                          • How it uses technology
                                                                            • Measuring the impact of technology
                                                                              • Case study: Ireland’s Ancient East
                                                                                • Background
                                                                                  • How it uses technology
                                                                                    • Measuring the impact of technology
                                                                                      • Case study: Visit Belfast
                                                                                        • Background
                                                                                          • How it uses technology
                                                                                            • Measuring the impact of technology
                                                                                            • Companies and Brands – What You Need to Know

                                                                                              • Expedia unveils Windows 10 app
                                                                                                • Hotels.com teams up with Uber
                                                                                                  • Seateroo app lets passengers swap seats
                                                                                                    • Hilton introduces Connie
                                                                                                    • Who’s Innovating?

                                                                                                        • Expedia launches bot on Facebook Messenger
                                                                                                          • Seateroo app lets passengers swap flight seats
                                                                                                            • Hilton introduces a robot concierge
                                                                                                            • Competitive Strategies – Key Players

                                                                                                                • Tourism authorities
                                                                                                                  • Fáilte Ireland
                                                                                                                    • Key facts
                                                                                                                      • Use of technology
                                                                                                                        • Recent developments
                                                                                                                          • Tourism Northern Ireland
                                                                                                                            • Key facts
                                                                                                                              • Use of technology
                                                                                                                                • Recent developments
                                                                                                                                  • Tourism Ireland
                                                                                                                                    • Key facts
                                                                                                                                      • Use of technology
                                                                                                                                        • Recent developments
                                                                                                                                          • Travel websites
                                                                                                                                            • Airbnb
                                                                                                                                              • Key facts
                                                                                                                                                • Latest developments
                                                                                                                                                  • easyJet
                                                                                                                                                    • Key facts
                                                                                                                                                      • Use of technology
                                                                                                                                                        • Recent developments
                                                                                                                                                          • Expedia
                                                                                                                                                            • Key facts
                                                                                                                                                              • Use of technology
                                                                                                                                                                • Recent developments
                                                                                                                                                                  • Hotels.com
                                                                                                                                                                    • Key facts
                                                                                                                                                                      • Use of technology
                                                                                                                                                                        • Recent developments
                                                                                                                                                                          • Flybe
                                                                                                                                                                            • Key facts
                                                                                                                                                                              • Use of technology
                                                                                                                                                                                • Recent developments
                                                                                                                                                                                  • Groupon
                                                                                                                                                                                    • Key facts
                                                                                                                                                                                      • Use of technology
                                                                                                                                                                                        • Recent developments
                                                                                                                                                                                          • Lonely Planet
                                                                                                                                                                                            • Key facts
                                                                                                                                                                                              • Use of technology
                                                                                                                                                                                                • Recent developments
                                                                                                                                                                                                  • Ryanair
                                                                                                                                                                                                    • Key facts
                                                                                                                                                                                                      • Use of technology
                                                                                                                                                                                                        • Recent developments
                                                                                                                                                                                                          • TripAdvisor
                                                                                                                                                                                                            • Key facts
                                                                                                                                                                                                              • Use of technology
                                                                                                                                                                                                                • Recent developments
                                                                                                                                                                                                                  • Travel insurance providers
                                                                                                                                                                                                                    • Post Insurance
                                                                                                                                                                                                                      • Key facts
                                                                                                                                                                                                                        • Travel insurance products and services
                                                                                                                                                                                                                          • Recent developments
                                                                                                                                                                                                                            • Aviva
                                                                                                                                                                                                                              • Key facts
                                                                                                                                                                                                                                • Travel insurance products and services
                                                                                                                                                                                                                                  • Recent developments
                                                                                                                                                                                                                                    • Allianz
                                                                                                                                                                                                                                      • Key facts
                                                                                                                                                                                                                                        • Travel insurance products and services
                                                                                                                                                                                                                                          • Recent developments
                                                                                                                                                                                                                                            • Comparetravelinsuranceireland.com
                                                                                                                                                                                                                                              • Key facts
                                                                                                                                                                                                                                                • Travel insurance products and services
                                                                                                                                                                                                                                                  • Recent developments
                                                                                                                                                                                                                                                    • Coverforyou.ie
                                                                                                                                                                                                                                                      • Key facts
                                                                                                                                                                                                                                                        • Travel insurance products and services
                                                                                                                                                                                                                                                          • Staysure
                                                                                                                                                                                                                                                            • Key facts
                                                                                                                                                                                                                                                              • Travel insurance products and services
                                                                                                                                                                                                                                                                • Recent developments
                                                                                                                                                                                                                                                                  • Vhi
                                                                                                                                                                                                                                                                    • Key facts
                                                                                                                                                                                                                                                                      • Travel insurance products and services
                                                                                                                                                                                                                                                                        • Recent developments
                                                                                                                                                                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                                                                                                                                                                          • Most consumers took a holiday in the last 12 months
                                                                                                                                                                                                                                                                            • Majority of Irish consumers do not have travel insurance
                                                                                                                                                                                                                                                                              • Travel insurance most likely arranged direct with provider online
                                                                                                                                                                                                                                                                                • Irish consumers happy to book trips through mobile devices
                                                                                                                                                                                                                                                                                • The Consumer – Last Holiday or Short Break Taken by Irish Consumers

                                                                                                                                                                                                                                                                                    • Irish consumers took a holiday or short break in the last year
                                                                                                                                                                                                                                                                                      • Figure 13: When last short break (1-3 days) or holiday (4 or more days) taken, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                    • Affluent Irish consumers have taken a trip in the last six months
                                                                                                                                                                                                                                                                                      • Figure 14: When consumers last took a holiday or short break in Ireland or aboard, by social class, NI, April 2016
                                                                                                                                                                                                                                                                                      • Figure 15: When consumers last took a holiday or short break in Ireland or aboard, by social class, RoI, April 2016
                                                                                                                                                                                                                                                                                    • Staycations remain popular for short breaks
                                                                                                                                                                                                                                                                                      • Figure 16: Where last short break (1-3 days) taken, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                    • Short breaks ‘at home’ have appeal to older consumers
                                                                                                                                                                                                                                                                                      • Figure 17: Consumers that took their last short break (1-3 days) in Northern Ireland or the Republic of Ireland, by age, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                    • European holidays popular among Irish consumers
                                                                                                                                                                                                                                                                                      • Figure 18: Where consumers took their last holiday (4 or more days), NI and RoI, April 2016
                                                                                                                                                                                                                                                                                    • Overseas holidays appeal to younger consumers
                                                                                                                                                                                                                                                                                      • Figure 19: Consumers that took their last holiday (4 or more days) in Europe, by age, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                    • Irish consumers booking holidays 2-4 months before travelling
                                                                                                                                                                                                                                                                                      • Figure 20: How long before a consumer’s last holiday they booked their trip, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                    • Short breaks booked two to four months before trip
                                                                                                                                                                                                                                                                                      • Figure 21: How long before a consumer’s last short break consumers booked their trip, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                    • Women booking trips two to four months in advance
                                                                                                                                                                                                                                                                                      • Figure 22: How long trip was booked before last short break, by gender, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                  • The Consumer – Purchase of Travel Insurance

                                                                                                                                                                                                                                                                                      • Majority of consumers did not have travel insurance for last trip
                                                                                                                                                                                                                                                                                        • Figure 23: Ownership of travel insurance, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                      • Older, affluent consumers taking out travel insurance
                                                                                                                                                                                                                                                                                        • Figure 24: Ownership of travel insurance, by age and social class, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                      • Online a popular way to arrange travel insurance
                                                                                                                                                                                                                                                                                        • Figure 25: How consumers arranged travel insurance for their last short break or holiday, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                      • Young NI consumers arranging cover directly online, Boomers in RoI
                                                                                                                                                                                                                                                                                        • Figure 26: Consumers that arranged travel insurance for their last short break or holiday online directly through the insurance provider, by age, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                      • Majority of Irish consumers don’t know how they arranged their travel insurance
                                                                                                                                                                                                                                                                                        • Figure 27: How consumers arranged travel insurance for their last short break or holiday, by when consumers took their last short break or holiday, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                        • Figure 28: Consumers that didn’t know how they arranged travel insurance for their last short break or holiday, by work status, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                    • The Consumer – Attitudes towards Technology in Irish Tourism

                                                                                                                                                                                                                                                                                        • Irish consumers happy to book trips using smartphones and tablets
                                                                                                                                                                                                                                                                                          • Figure 29: Agreement with statements relating to technology and tourism, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                        • Young consumers happy to book trips via smartphone and tablet
                                                                                                                                                                                                                                                                                          • Figure 30: Agreement with the statement ‘I would be happy to book a holiday/ short break online via a smartphone/tablet’, by gender and age, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                        • Over-55s happy to use slow Wi-Fi if free while younger consumers more willing to pay for faster connections
                                                                                                                                                                                                                                                                                          • Figure 31: Agreement with statements relating to technology and tourism, by age, NI, April 2016
                                                                                                                                                                                                                                                                                          • Figure 32: Agreement with statements relating to technology and tourism, by age, RoI, April 2016
                                                                                                                                                                                                                                                                                        • Customer review websites important for affluent consumers
                                                                                                                                                                                                                                                                                          • Figure 33: Agreement with the statement ‘I have used customer reviews on the go to decide on restaurants/attractions to visit’, by gross annual household income and social class, NI, April 2016
                                                                                                                                                                                                                                                                                          • Figure 34: Agreement with the statement ‘I have used customer reviews on-the-go to decide on restaurants/attractions to visit’, by gross annual household income and social class, RoI, April 2016
                                                                                                                                                                                                                                                                                        • Students looking at videos of potential short break or holiday destinations
                                                                                                                                                                                                                                                                                          • Figure 35: Agreement with the statement ‘I like to look at videos of locations I am considering visiting’, by work status, NI and RoI, April 2016
                                                                                                                                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                                                        • Data sources
                                                                                                                                                                                                                                                                                          • Generational cohort definitions
                                                                                                                                                                                                                                                                                            • Abbreviations
                                                                                                                                                                                                                                                                                            • Appendix – The Consumer

                                                                                                                                                                                                                                                                                              • NI Toluna data
                                                                                                                                                                                                                                                                                                • Figure 36: When consumers last took a holiday or short break in Ireland or aboard, by demographics, NI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 37: Where consumers last took a short break in Ireland or aboard, by demographics, NI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 38: Where consumers last took a holiday in Ireland or aboard, by demographics, NI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 39: How long before their last short break consumers booked their trip, by demographics, NI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 40: How long before their last short break consumers booked their trip, by demographics, NI, April 2016 (continued)
                                                                                                                                                                                                                                                                                                • Figure 41: How long before their last holiday consumers booked their trip, by demographics, NI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 42: How long before their last holiday consumers booked their trip, by demographics, NI, April 2016 (continued)
                                                                                                                                                                                                                                                                                                • Figure 43: If consumers took out travel insurance for their last short break or holiday, by demographics, NI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 44: How consumers arranged travel insurance for their last short break or holiday, by demographics, NI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 45: How consumers arranged travel insurance for their last short break or holiday, by demographics, NI, April 2016 (continued)
                                                                                                                                                                                                                                                                                                • Figure 46: Agreement with statements relating to technology and tourism, by demographics, NI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 47: Agreement with statements relating to technology and tourism, by demographics, NI, April 2016 (continued)
                                                                                                                                                                                                                                                                                                • Figure 48: Agreement with statements relating to technology and tourism, by demographics, NI, April 2016 (continued)
                                                                                                                                                                                                                                                                                              • RoI Toluna data
                                                                                                                                                                                                                                                                                                • Figure 49: When consumers last took a holiday or short break in Ireland or aboard, by demographics, RoI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 50: Where consumers last took a short break in Ireland or aboard, by demographics, RoI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 51: Where consumers last took a holiday in Ireland or aboard, by demographics, RoI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 52: How long before their last short break consumers booked their trip, by demographics, RoI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 53: How long before their last short break consumers booked their trip, by demographics, RoI, April 2016 (continued)
                                                                                                                                                                                                                                                                                                • Figure 54: How long before their last holiday consumers booked their trip, by demographics, RoI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 55: How long before their last holiday consumers booked their trip, by demographics, RoI, April 2016 (continued)
                                                                                                                                                                                                                                                                                                • Figure 56: If consumers took out travel insurance for their last short break or holiday, by demographics, RoI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 57: How consumers arranged travel insurance for their last short break or holiday, by demographics, RoI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 58: How consumers arranged travel insurance for their last short break or holiday, by demographics, RoI, April 2016 (continued)
                                                                                                                                                                                                                                                                                                • Figure 59: Agreement with statements relating to technology and tourism, by demographics, RoI, April 2016
                                                                                                                                                                                                                                                                                                • Figure 60: Agreement with statements relating to technology and tourism, by demographics, RoI, April 2016 (continued)
                                                                                                                                                                                                                                                                                                • Figure 61: Agreement with statements relating to technology and tourism, by demographics, RoI, April 2016 (continued)

                                                                                                                                                                                                                                                                                            Companies Covered

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

                                                                                                                                                                                                                                                                                            Technology and Irish Tourism - Ireland - July 2016

                                                                                                                                                                                                                                                                                            US $1,453.83 (Excl.Tax)