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Description

Description

Covered in this report

Despite the growth of services such as Airbnb, Irish consumers continue to show a preference for staying in hotels when taking an overnight trip across the island of Ireland. Consumers are more likely to stay at a hotel chain or independent operator compared to a room or property rented via Airbnb and book bed and breakfast when staying at a hotel.


The extra services and facilities available at hotels and resorts make staying at these locations more appealing to consumers than an Airbnb property. There is also interest in novelty hotels and operators could transform their properties for themed weekends to create standout in the market for consumers who are increasingly looking for more immersive experiences.

“Sustainability remains high on the agenda. Irish consumers think hotels need to do more to reduce waste and should be rated on their environmental friendliness. Partnering with tourist authorities to introduce a sustainability rating system will enable hotel operators to provide greater transparency of their green credentials to attract increasingly eco-conscious consumers.”
– James Wilson, Research Analyst

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The market
            • Figure 1: Estimated visitor expenditure on accommodation, NI and RoI, 2014-19
          • Forecast
            • Figure 2: Indexed estimated visitor expenditure on accommodation, NI and RoI, 2014-24
          • Market factors
            • Price of accommodation rising across Ireland
              • Accommodation sector impacted by higher tourism VAT rate
                • Weak Sterling sees RoI hotel become more expensive for NI market
                  • Irish consumers remain financially insecure
                    • Companies, innovations and brands
                      • The consumer
                        • Chain and independent hotels popular among Irish consumers
                          • Figure 3: Types of accommodation consumers have stayed in during the last 12 months, NI and RoI, November 2019
                        • B&B the preferred type of hotel stay
                          • Figure 4: Types of hotel stays by consumers in NI and/or RoI only in the last 12 months, NI and RoI, November 2019
                        • Romantic getaways and city trips the main reasons for staying at hotels
                          • Figure 5: Reasons stated by consumers for a hotel stay in NI and/or RoI only in the last 12 months, NI and RoI, November 2019
                        • Price comparison websites remain important when booking hotels
                          • Figure 6: Attitudes towards technology in hotels and resorts, NI and RoI, November 2019
                        • Consumers want more from hotels on sustainability
                          • Figure 7: Attitudes towards sustainability at hotels and resorts, NI and RoI, November 2019
                        • Hotel quality important part of travel experience
                          • Figure 8: Attitudes towards hotels versus Airbnb, NI and RoI, November 2019
                        • Irish consumers interested in themed hotels
                          • Figure 9: Attitudes towards hotels and resorts, NI and RoI, November 2019
                        • What we think
                        • The Market – What You Need to Know

                          • 2019 to see accommodation sector grow
                            • Increased tourism VAT rate to impact accommodation sector
                              • Accommodation costs falling in RoI, rising in NI
                                • Irish consumers have little disposable income
                                • Market Size and Forecast

                                    • Accommodation expenditure to grow in 2019
                                      • Figure 10: Estimated visitor expenditure on accommodation, IoI, NI and RoI, 2014-24
                                    • Growth in accommodation spending to continue through to 2024
                                      • Figure 11: Indexed estimated visitor expenditure on accommodation, NI and RoI, 2014-24
                                    • Visitor growth will see increased demand for hotel rooms
                                      • Figure 12: Estimated total visitor numbers, IoI, NI, and RoI, 2014-24
                                  • Market Drivers

                                    • Hotels dominate bed-space capacity in accommodation sector
                                      • Figure 13: Accommodation capacity, by accommodation type, RoI, 2019
                                    • Occupancy rates high across Ireland
                                      • Figure 14: Accommodation occupancy, NI, 2014-19
                                      • Figure 15: Accommodation occupancy, by region, RoI, 2018
                                    • Accommodation prices rising in the UK
                                      • Figure 16: Consumer price inflation (CPI) vs accommodation services, UK (including NI), January 2018-September 2019
                                      • Figure 17: Consumer price inflation (CPI) vs accommodation services, RoI, January 2018-September 2019
                                    • Tax on tourism services increases
                                      • Figure 18: VAT rates on accommodation in selected European countries, 2019
                                    • Sterling weakness provides opportunities for NI hotels
                                      • Figure 19: Exchange rates involving Sterling and euro, November 2018-October 2019
                                    • Irish consumers remain financially insecure
                                      • Figure 20: Financial health of Irish consumers, NI and RoI, November 2018 and November 2019
                                    • Exchange rates see RoI accommodation costs increase for UK consumers
                                      • Figure 21: Impact of Sterling/euro exchange rate on accommodation prices, RoI, 2017 and 2018
                                  • Companies and Innovations – What You Need to Know

                                    • Cleaning history of hotel linen trackable through smartphone-linked chip
                                      • Hotels taking steps to reduce their carbon footprint
                                        • Hotel operators expanding in Ireland
                                          • Center Parcs enters the Irish market
                                          • Who’s Innovating?

                                            • Technology enables hotel linen cleaning history to be tracked
                                              • Swedish hotel offers Arctic wellness retreat
                                                • London hotel combines sustainability and experiential factor
                                                  • Crowne Plaza turning to electric buses for airport shuttle service
                                                    • Premier Inn hosts Pillow Fight Club
                                                      • Wursthotel ever opens in Germany
                                                      • Companies and Brands

                                                          • Center Parcs
                                                            • Key facts
                                                              • Hotel portfolio
                                                                • Recent developments
                                                                  • Dalata Hotel Group
                                                                    • Key facts
                                                                      • Hotel portfolio
                                                                        • Recent developments
                                                                          • The Gresham Hotel Group (RoI Only)
                                                                            • Key facts
                                                                              • Hotel portfolio
                                                                                • Recent developments
                                                                                  • InterContinental Hotels Group
                                                                                    • Key facts
                                                                                      • Hotel portfolio
                                                                                        • Recent developments
                                                                                          • Hastings Hotels
                                                                                            • Key facts
                                                                                              • Hotel portfolio
                                                                                                • Recent developments
                                                                                                  • Hilton Hotels and Resorts
                                                                                                    • Key facts
                                                                                                      • Hotel portfolio
                                                                                                        • Jurys Inn
                                                                                                          • Key facts
                                                                                                            • Hotel portfolio
                                                                                                              • Recent developments
                                                                                                                • Premier Inn
                                                                                                                  • Key facts
                                                                                                                    • Hotel portfolio
                                                                                                                      • Recent developments
                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                        • Hotel chains popular among Irish consumers
                                                                                                                          • B&B preferred type of hotel stay
                                                                                                                            • Romantic getaways and city trips the top reasons for consumers staying in hotels
                                                                                                                              • Irish consumers using comparison sites to find hotels
                                                                                                                                • Eco-conscious consumers want more from hotels on sustainability
                                                                                                                                  • Hotels remain consumers’ preferred accommodation type
                                                                                                                                    • Novelty hotels interest Irish consumers
                                                                                                                                    • Type of Accommodation Used

                                                                                                                                        • Hotel chains popular among Irish consumers
                                                                                                                                          • Figure 22: Types of accommodation consumers have stayed in during the last 12 months, NI and RoI, November 2019
                                                                                                                                        • Hotel chains favoured by Millennials
                                                                                                                                          • Figure 23: Consumers who have stayed in a hotel chain (eg Premier Inn, Hilton) in NI and RoI in the last 12 months, by age, NI and RoI, November 2019
                                                                                                                                        • Higher-income consumers favouring independent hotels
                                                                                                                                          • Figure 24: Consumers who have stayed in an independent hotel (ie not part of a chain) in NI and RoI in the last 12 months, by household income, NI, November 2019
                                                                                                                                          • Figure 25: Consumers who have stayed in an independent hotel (ie not part of a chain) in NI and RoI in the last 12 months, by household income, RoI, November 2019
                                                                                                                                        • Men are key users of accommodation services
                                                                                                                                          • Figure 26: Types of accommodation used in NI and RoI in the last 12 months, by gender, NI, November 2019
                                                                                                                                          • Figure 27: Types of accommodation used in NI and RoI in the last 12 months, by gender, RoI, November 2019
                                                                                                                                      • Type of Stay at Hotels and Resorts

                                                                                                                                          • Irish consumers opting for B&B when staying at hotels
                                                                                                                                            • Figure 28: Types of hotel stays by consumers in NI and/or RoI only in the last 12 months, NI and RoI, November 2019
                                                                                                                                          • B&Bs popular among Boomers
                                                                                                                                            • Figure 29: Consumers who had a bed and breakfast stay in a hotel in NI and/or RoI only in the last 12 months, by gender and age, NI and RoI, November 2019
                                                                                                                                          • ABC1s prefer B&Bs in NI while C2DEFs booking B&Bs in RoI
                                                                                                                                            • Figure 30: Types of hotel stays by consumers in NI and/or RoI only in the last 12 months, by social class, NI, November 2019
                                                                                                                                            • Figure 31: Types of hotel stays by consumers in NI and/or RoI only in the last 12 months, by social class, RoI, November 2019
                                                                                                                                        • Reasons for Staying at Hotels and Resorts

                                                                                                                                            • Consumers staying at hotels for romantic getaways and city breaks
                                                                                                                                              • Figure 32: Reasons stated by consumers for a hotel stay in NI and/or RoI only in the last 12 months, NI and RoI, November 2019
                                                                                                                                            • Full-time workers staying at hotels for business trips
                                                                                                                                              • Figure 33: Consumers who have stayed at a hotel in NI and/or RoI in the last 12 months for entertainment/sports event (eg concert/football match), by gender, NI and RoI, November 2019
                                                                                                                                            • Parents with young children visiting hotels for romantic getaways
                                                                                                                                              • Figure 34: Consumers who have stayed at a hotel in NI and/or RoI in the last 12 months for a romantic getaway, by presence of children, NI and RoI, November 2019
                                                                                                                                            • City trips popular among rural consumers
                                                                                                                                              • Figure 35: Consumers who have stayed at a hotel in NI and/or RoI in the last 12 months for a city trip, by location, NI, November 2019
                                                                                                                                              • Figure 36: Consumers who have stayed at a hotel in NI and/or RoI in the last 12 months for a city trip, by location, NI, November 2019
                                                                                                                                          • Technology in Hotels and Resorts

                                                                                                                                              • Comparison websites a key channel for hotels and resorts
                                                                                                                                                • Figure 37: Attitudes towards technology in hotels and resorts, NI and RoI, November 2019
                                                                                                                                              • Smart hotels and app check-in features appeal to younger hotel guests
                                                                                                                                                • Figure 38: Agreement with statements relating to technology in hotels and resorts, by age, NI, November 2019
                                                                                                                                                • Figure 39: Agreement with statements relating to technology in hotels and resorts, by age, RoI, November 2019
                                                                                                                                            • Sustainability in Hotels and Resorts

                                                                                                                                                • Sustainability remains high on the agenda for Irish consumers
                                                                                                                                                  • Figure 40: Attitudes towards sustainability at hotels and resorts, NI and RoI, November 2019
                                                                                                                                                • Affluent consumers think hotels need eco-rating
                                                                                                                                                  • Figure 41: Agreement with statements relating to sustainability at hotels and resorts, by social class, NI, November 2019
                                                                                                                                                  • Figure 42: Agreement with statements relating to sustainability at hotels and resorts, by social class, RoI, November 2019
                                                                                                                                              • Hotel Attitudes – Hotels versus Airbnb

                                                                                                                                                  • Hotels remain popular when taking overnight trips
                                                                                                                                                    • Figure 43: Attitudes towards hotels versus Airbnb, NI and RoI, November 2019
                                                                                                                                                  • ABC1s willing to splash out to celebrate special occasions
                                                                                                                                                    • Figure 44: Agreement with the statement ‘It's worth splashing out on 5-star luxury to celebrate a special occasion (eg anniversary, Valentine's Day)’, by social class, NI and RoI, November 2019
                                                                                                                                                  • Millennials think Airbnb offers better value than hotels
                                                                                                                                                    • Figure 45: Agreement with the statement ‘Services like Airbnb offer better value for money than hotels/resorts’, by age, NI and RoI, November 2019
                                                                                                                                                • Attitudes towards Hotels and Resorts

                                                                                                                                                    • Consumers interested in themed hotels
                                                                                                                                                      • Figure 46: Attitudes towards hotels and resorts, NI and RoI, November 2019
                                                                                                                                                    • Young consumers interested in novelty hotels
                                                                                                                                                      • Figure 47: Agreement with the statement ‘Novelty/themed hotels/resorts appeal to me (eg Titanic-themed hotel, Game of Thrones hotel)’, by generation, NI and RoI, November 2019
                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                    • Data sources
                                                                                                                                                      • Market size rationale
                                                                                                                                                        • Generational cohort definitions
                                                                                                                                                          • Abbreviations

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