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Description

Description

“COVID-19 has resulted in a massive slowdown of the tourism sector, meaning it is one of the most affected industries across the globe. As social distancing measures are prolonged, companies and providers within the tourism industry are having to be more strategic in complying with social distancing. While the outbreak has put a pause on domestic and overseas travel in the short term, in the long term Irish consumer attitudes towards sustainable travel are changing – becoming more of an expectation rather than a ‘nice to have’. Holidaymakers often want to do ‘the right thing’ but are looking to companies to take the lead on providing creative opportunities to ‘do the right thing’.”
– Emma McGeown, Research Analyst, 17 May 2020

Key issues covered in this Report

  • The impact of COVID-19 on consumer behaviour and market dynamics in the tourism sector.
  • Consumer awareness of the carbon footprint associated with holidaying.
  • How much are consumers willing to tackle eco and environmental issues while on holiday?
  • ‘Green’ innovations and how tourism providers and those directly serving the tourism sector can engage with an increasingly eco-conscious consumer.

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Issues covered in this Report
        • Executive Summary

            • The market
              • Figure 1: Estimated total visitor numbers including domestic and overseas, IoI, NI and RoI, 2015-20
            • Market factors
              • Domestic holidays more likely to be short term
                • Airport passenger numbers rose between 2015-19
                  • The impact of COVID-19 on eco and ethical tourism
                    • Figure 2: Estimated index of total visitor numbers including domestic and overseas, IoI, NI and RoI, (adjusted for COVID-19), 2015-25
                    • Figure 3: Expected impact of COVID-19 on eco and ethical tourism, short, medium and long-term, 17 May 2020
                  • Who’s innovating?
                    • The consumer
                      • Planes are the most popular mode of transport to reach holiday destinations
                        • Figure 4: Modes of transport consumers have used to go on holiday in the last 12 months, NI and RoI, January 2020
                      • Reducing waste seen as an important company priority
                        • Figure 5: Issues consumers think tourism/travel companies should prioritise, NI and RoI, January 2020
                      • Company reputation important to holidaymakers
                        • Figure 6: Agreement with statements relating to eco and ethical tourism, NI and RoI, January 2020
                      • Confusion surrounding how travel impacts the environment
                        • Figure 7: Agreement with statements related to social responsibility and eco-tourism, NI and RoI, January 2020
                      • Nine in 10 respect the cultures they visit
                        • Figure 8: Agreement with statements related to social responsibility and eco-tourism, NI and RoI, January 2020
                      • Accommodation that collects/ recycles waste appeals to Irish consumers
                        • Figure 9: Innovations consumers would be interested in when taking a holiday, NI and RoI, January 2020
                      • What we think
                      • The Market – What You Need to Know

                        • Visitor numbers estimated to half between 2019 and 2020
                          • COVID-19 derails the tourism industry
                            • Domestic holiday more likely to be short term
                              • Airport passenger numbers on the rise in 2019
                              • The Impact of COVID-19 on Eco and Ethical Tourism

                                  • Short, medium and long-term impact on the industry
                                    • Figure 10: Expected impact of COVID-19 on eco and ethical tourism, short, medium and long-term, 17 May 2020
                                  • Opportunities and threats
                                    • Impact on the tourism market
                                      • Figure 11: Estimated total visitor numbers including domestic and overseas, IoI, NI and RoI, (adjusted for COVID-19), 2015-25
                                      • Figure 12: Consumer agreement with the statement ‘I am cutting back on non-essential spending’, NI and RoI, April 2020
                                    • How the crisis will affect eco and ethical tourism’s key consumer segments
                                      • Figure 13: Holiday changes as a result of the COVID-19/coronavirus outbreak, NI and RoI, April 2020
                                      • Figure 14: Consumers who are looking forward to going on holiday most when the current social distancing measures are relaxed, by age, NI and RoI, May 2020
                                      • Figure 15: Agreement with the question ‘since the COVID-19 outbreak, have your priorities on the environment changed?’, IoI, May 2020
                                    • How a COVID-19 recession will reshape the eco-tourism market
                                      • Figure 16: Estimated total visitor numbers, IoI, NI and RoI, 2007-11
                                    • COVID-19: Market context
                                    • Market Sizes and Forecast

                                        • IoI forecast to see some 50% drop in visitors due to COVID-19
                                          • Figure 17: Estimated total visitor numbers including domestic and overseas, IoI, NI and RoI, 2015-25
                                          • Figure 18: Overseas visitors, by area of residence, RoI, 2019
                                          • Figure 19: Estimated index of total visitor numbers including domestic and overseas, IoI, NI and RoI, 2015-25
                                        • Ireland pandemic deaths lower than GB as the curve flattens
                                          • Figure 20: Weekly death rate related to COVID-19, GB, March-May 2020
                                          • Figure 21: Weekly death rate related to COVID-19, NI and RoI, March-May 2020
                                      • Market Drivers

                                        • Irish consumers more likely to take a short holiday in Ireland
                                          • Figure 22: Types of holidays consumers have taken in NI/RoI in the last 12 months, NI and RoI, January 2020
                                          • Figure 23: Consumers who have booked a package short break (eg 1-3 nights) in the last 12 months, by age, NI and RoI, January 2020
                                        • Longer holidays are more popular abroad
                                          • Figure 24: Types of holidays consumers have taken abroad in the last 12 months, NI and RoI, January 2020
                                          • Figure 25: Consumers who have independently booked a short break (eg 1-3 nights) and/or independently booked a break (4+ days) in the last 12 months, by age, NI and RoI, January 2020
                                        • Airport passenger numbers healthy before COVID-19
                                          • Figure 26: State airport passenger numbers (in millions), RoI, 2015-18
                                          • Figure 27: Airport passenger numbers (in millions), NI, 2015-18
                                        • RoI consumers more likely to have taken multiple flights for holidays
                                          • Figure 28: Frequency and purpose of air travel in the last 12 months, NI and RoI, September 2018
                                        • Holidaying and the impact on climate change
                                        • Companies and Innovations – What You Need to Know

                                          • Hotels and accommodation providers tap into eco trends
                                            • Airlines and airports address their environmental impact
                                            • Who’s Innovating?

                                                • Eco accommodation submerges outdoor living in Ireland
                                                  • Airlines diversify as a way of being more sustainable and authentic
                                                    • Airports do their part to offset environmental impact
                                                      • Price comparison and travel websites up their eco options
                                                        • Booking.com address hyenine concerns during outbreak
                                                        • Company Profiles

                                                            • Tourism NI
                                                              • Key facts
                                                                • Eco & ethical activities
                                                                  • Recent developments
                                                                    • Fáilte Ireland
                                                                      • Key facts
                                                                        • Eco & ethical activities
                                                                          • Recent developments
                                                                            • Tourism Ireland
                                                                              • Key facts
                                                                                • Eco & ethical activities
                                                                                  • Recent developments
                                                                                  • The Consumer – What You Need to Know

                                                                                    • Plane used by most consumers to reach their holiday destination
                                                                                      • Carbon emissions and reducing waste should be a company priority
                                                                                        • Company reputation matters for holidaymakers
                                                                                          • Consumers unsure of how much their travel impacts the environment
                                                                                            • Accommodation that collects waste appeals to tourists
                                                                                            • Modes of Transport

                                                                                                • Plane used most to go on holiday
                                                                                                  • Figure 29: Modes of transport consumers have used to go on holiday in the last 12 months, NI and RoI, January 2020
                                                                                                • Mature consumers more likely to use air travel
                                                                                                  • Figure 30: Consumers who have used a plane go on holiday in the last 12 months, by age, NI and RoI, January 2020
                                                                                                • Car transport used by six in 10
                                                                                                  • Figure 31: Consumers who have used a car go on holiday in the last 12 months, by age of children, NI and RoI, January 2020
                                                                                              • Company Eco and Ethical Priorities

                                                                                                  • A third think recycling waste should be a priority for companies
                                                                                                    • Figure 32: Issues consumers think companies should prioritise, NI and RoI, January 2020
                                                                                                  • Reducing waste and recycling important
                                                                                                    • Figure 33: Issues consumers think companies should prioritise, NI and RoI, January 2020
                                                                                                  • ‘Flight shame’ seeing consumers call on more action on air travel emissions
                                                                                                    • Figure 34: Consumers who think companies should prioritise reducing carbon emissions (eg from flying) , NI and RoI, January 2020
                                                                                                • Company Reputation & Eco-Tourism

                                                                                                    • Consumers take note of more companies making a sustainable effort
                                                                                                      • Figure 35: Agreement with statements related to company reputation and eco-tourism, NI and RoI, January 2020
                                                                                                    • Consumers seek companies to be sustainable on their behalf
                                                                                                      • Figure 36: Consumer agreement with the statement ‘I think travel companies should be responsible for making sure holidays are more sustainable on my behalf’, by residence, NI and RoI, January 2020
                                                                                                    • Younger consumers more likely to consider ethical reputation
                                                                                                      • Figure 37: Consumer agreement with the statement ‘I have taken the ethical reputation of a travel company into account when booking a holiday’, by age, NI and RoI, January 2020
                                                                                                  • Social Responsibility & Eco-Tourism

                                                                                                      • Irish consumers take care to respect the cultures visited
                                                                                                        • Figure 38: Agreement with statements related to social responsibility and eco-tourism, NI and RoI, January 2020
                                                                                                      • Older consumers more likely to respect cultures
                                                                                                        • Figure 39: Consumer agreement with the statement ‘I take care to respect the places and cultures I visit’, by age, NI and RoI, January 2020
                                                                                                        • Figure 40: Consumer agreement with the statement ‘I’d be willing to take part in an activity to help the local environment on holiday (eg a local beach clean)’, by age, NI and RoI, January 2020
                                                                                                    • Attitudes Towards Eco & Ethical Tourism

                                                                                                        • Seven in 10 prefer to use public transport when on holiday
                                                                                                          • Figure 41: Agreement with statements related to eco and ethical tourism, NI and RoI, January 2020
                                                                                                        • Consumers struggle to determine environmental impact of travelling
                                                                                                          • Figure 42: Consumer agreement with statements ‘I think it is difficult to know just how much impact my travels have on the environment’ and ‘a clear labelling scheme (eg FairTrade) would make me more likely to choose a sustainable/ethical holiday’, NI and RoI, January 2020
                                                                                                      • Interest in Holiday Ethical Innovations

                                                                                                          • Accommodation that collects waste appeals to tourists
                                                                                                            • Figure 43: Innovations consumers would be interested in when taking a holiday, NI and RoI, January 2020
                                                                                                          • Mature consumers more interested in local products
                                                                                                            • Figure 44: Consumer agreement with the statement ‘resorts that source products and produce locally’, by age, NI and RoI, January 2020
                                                                                                          • Mature consumers focus on recycling and food waste
                                                                                                            • Figure 45: Consumer agreement with the statement ‘accommodation that collects all waste products to be recycled for energy/compost (eg on-site biodigester)’, by age, NI and RoI, January 2020
                                                                                                            • Figure 46: Consumer agreement with the statement ‘an app that tracks my carbon footprint for travelling’, by age, NI and RoI, January 2020
                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Data sources
                                                                                                            • Generational cohort definitions
                                                                                                              • Abbreviations

                                                                                                              About the report

                                                                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                              • The Consumer

                                                                                                                What They Want. Why They Want It.

                                                                                                              • The Competitors

                                                                                                                Who’s Winning. How To Stay Ahead.

                                                                                                              • The Market

                                                                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                              • The Innovations

                                                                                                                New Ideas. New Products. New Potential.

                                                                                                              • The Opportunities

                                                                                                                Where The White Space Is. How To Make It Yours.

                                                                                                              • The Trends

                                                                                                                What’s Shaping Demand – Today And Tomorrow.

                                                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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