2020
0
Accommodation – Ireland – December 2020
2021-02-02T03:00:40+00:00
OX988148
1495
133414
[{"name":"Leisure Time","url":"https:\/\/store.mintel.com\/industries\/leisure-time"}]
Report
en_GB
“COVID-19 has taken a heavy toll on Irish accommodation providers, with revenue estimated to have more than halved between 2019 and 2020. Consumer anxiety with regard to the virus is…

Accommodation – Ireland – December 2020

£ 1,495 (Excl.Tax)

Report Summary

“COVID-19 has taken a heavy toll on Irish accommodation providers, with revenue estimated to have more than halved between 2019 and 2020. Consumer anxiety with regard to the virus is seeing many become skittish about booking future accommodation.”
– Brian O’Connor, Senior Consumer Analyst

This report will look at the following areas:

  • What impact has COVID-19 had on the accommodation sector?
  • What types of accommodation do Irish consumers use? Has COVID-19 influenced future accommodation choices?
  • What measures can providers offer to reduce guest anxiety of COVID-19 and encourage booking?
  • What types of trips do consumers use accommodation for?
  • What impact will the economic fallout of the pandemic have on accommodation prices and consumer willingness to book?

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 visitor expenditure on accommodation, IoI, NI and RoI, 2015-25
              • Figure 2: Estimated overseas and out-of-state visitor numbers, NI and RoI, 2015-20
            • COVID-19 will see accommodation industry take years to recover
              • Figure 3: Expected impact of COVID-19 on accommodation in Ireland, short, medium and long term, 3 December 2020
            • Hotels see strong occupancy rates in 2019, but COVID-19 may exacerbate the trend for staying with friends and relatives
              • 58% still concerned with virus exposure
                • Accommodation prices stall in 2020
                  • Financial worries may see Irish guests become more price-sensitive
                    • Brexit effects yet to be fully felt by Irish Tourism
                      • Companies, innovations and brands
                        • The consumer
                          • Hotels overall favoured accommodation type
                            • Figure 4: Types of accommodation consumers have stayed in during the last 12 months, NI and RoI, November 2020
                            • Figure 5: Type of accommodation consumers would stay in during the next 6 months, NI and RoI, November 2020
                          • Country and city breaks hold similar levels of appeal
                            • Figure 6: Reasons stated by consumers for accommodation use in NI and/or RoI only in the last 12 months, NI and RoI, November 2020
                          • Virus exposure keeping guests away
                            • Figure 7: Reasons not to use accommodation in the next six months, NI and RoI, November 2020
                          • Masks and hand sanitiser key methods of attracting guests during pandemic
                            • Figure 8: COVID-19 safety measures that would encourage consumers to book a stay at a hotel, NI and RoI, November 2020
                          • Local infection rates observed before booking
                            • Figure 9: Attitudes towards hotels and resorts, NI and RoI, November 2020
                        • The Market – Key Takeaways

                          • Accommodation revenue levels cut in half
                            • Out-of-state visitors tend to stay with friends
                              • Virus concerns remain strong in November 2020
                                • Accommodation price inflation slows in 2020
                                  • Domestic guests concerned with making ends meet
                                    • Brexit effects yet to be fully felt by Irish Tourism
                                    • Market Size and Forecast

                                        • Short-, medium- and long-term impact on the industry
                                          • Figure 10: Expected impact of COVID-19 on accommodation, short, medium and long term, 3 December 2020
                                        • COVID-19 halves revenue for accommodation
                                          • Figure 11: Estimated visitor expenditure on accommodation, IoI, NI and RoI, 2015-25
                                          • Figure 12: Estimated total visitor expenditure IoI, NI and RoI, 2015-25
                                          • Figure 13: How holiday plans have been changed as a result of COVID-19, IoI, April 2020
                                        • Irish consumers uncomfortable staying in accommodation
                                          • Figure 14: How comfortable consumers are staying in a hotel, IoI, July-November 2020
                                          • Figure 15: How comfortable consumers are staying in a holiday home/let (eg Airbnb), IoI, July-November 2020
                                        • Accommodation sector will see improvement in 2021 as vaccine rolls out
                                          • Figure 16: Indexed estimated visitor expenditure on accommodation, NI and RoI, 2015-25
                                        • Overseas visitor numbers hardest hit
                                          • Figure 17: Estimated overseas and out-of-state visitor numbers, NI and RoI, 2015-25
                                      • Market Drivers

                                        • Majority of out-of-state visitors stay with friends/relatives
                                          • Figure 18: Where visitors stayed while visiting RoI, 2017-19
                                        • Hotels enjoy largest occupancy pre-COVID-19
                                          • Figure 19: Number of premises, rooms/beds and room occupancy rate (%), RoI, 2019
                                          • Figure 20: Number of premises, rooms and room occupancy rate (%), NI, 2019
                                        • As long as COVID-19 fears remain high, guests will stay clear
                                          • Figure 21: How worried consumers are about the risk of being exposed to COVID-19, IoI, March-November 2020
                                          • Figure 22: How worried consumers are about the risk of being exposed to COVID-19, by countries, October – November 2020
                                          • Figure 23: Consumers’ comfort levels taking a flight due to COVID-19, various countries, October/ November 2020
                                        • Brexit effects yet to be fully felt by Irish Tourism
                                          • Figure 24: Agreement with the statement ‘A holiday outside of the EU will be more attractive post-Brexit’, NI, June 2019
                                          • Figure 24: Agreement with the statement ‘A holiday in Great Britain/NI will be better value for money post-Brexit’, RoI, June 2019
                                        • Accommodation prices drop in 2020, but only slightly
                                          • Figure 24: Consumer Price Inflation for restaurants and hotels, UK/NI, November 2016-October 2020
                                          • Figure 25: Consumer Price Inflation for restaurants and hotels, RoI, November 2016-November 2020
                                        • Domestic guests more likely to be price-sensitive
                                          • Figure 26: Agreement with the statement ‘I’m finding it harder to make ends meet’, IoI, September-November 2020
                                          • Figure 27: Financial health of Irish consumers, NI and RoI, November 2018- November 2020
                                          • Figure 28: Agreement with the statement ‘I am cutting back on non-essential spending’, IoI, May-November 2020
                                          • Figure 29: How consumers feel COVID-19 will impact selected factors, IoI, May-June 2020
                                      • Companies and Innovations – Key Takeaways

                                        • Consumers care about hygiene more than ever
                                          • Staycations are encouraged across IoI
                                          • Who’s Innovating?

                                              • Could “Test and Rest” be the future?
                                                • Online check-in becomes an option
                                                  • Hygiene is priority for consumers when choosing accommodation
                                                    • Staycations encouraged across tourism industry
                                                      • Figure 30: Picture of Staycation NI’s Instagram account, December 2020
                                                  • 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
                                                                                                  • Recent developments
                                                                                                    • Jurys Inn
                                                                                                      • Key facts
                                                                                                        • Hotel portfolio
                                                                                                          • Recent developments
                                                                                                            • Premier Inn
                                                                                                              • Key facts
                                                                                                                • Hotel portfolio
                                                                                                                  • Recent developments
                                                                                                                    • Radisson Blu
                                                                                                                      • Key facts
                                                                                                                        • Hotel portfolio
                                                                                                                          • Recent developments
                                                                                                                            • Travelodge
                                                                                                                              • Key facts
                                                                                                                                • Hotel portfolio
                                                                                                                                  • Recent developments
                                                                                                                                    • Choice Hotels
                                                                                                                                      • Key facts
                                                                                                                                        • Hotel portfolio
                                                                                                                                          • Recent developments
                                                                                                                                          • The Consumer – Key Takeaways

                                                                                                                                            • RoI consumers prefer independent hotels; NI consumers prefer chain hotels
                                                                                                                                              • Country and city breaks hold similar levels of appeal
                                                                                                                                                • COVID-19 keeping guests away
                                                                                                                                                  • Masks and hand sanitiser key methods of attracting guests during pandemic
                                                                                                                                                    • Local infection rates observed before booking
                                                                                                                                                    • Type of Accommodation Used and Future Intentions

                                                                                                                                                        • RoI consumers show preference for independent hotels in 2020
                                                                                                                                                          • Figure 31: Types of accommodation consumers have stayed in during the last 12 months, NI and RoI, November 2020
                                                                                                                                                        • Men more likely to use hotel chains
                                                                                                                                                          • Figure 32: Consumers who have stayed in a hotel chain (eg Premier Inn, Hilton) in NI and RoI in the last 12 months, NI and RoI, November 2020
                                                                                                                                                        • 25-34 year olds key users of independent hotels
                                                                                                                                                          • Figure 33: Consumers who have stayed in an independent hotel (ie not part of a chain) in NI and RoI in the last 12 months, by age group, NI and RoI, November 2020
                                                                                                                                                          • Figure 34: Consumers who have stayed in an independent hotel (ie not part of a chain) in NI and RoI in the last 12 months, by socio-economic groups, NI and RoI, November 2020
                                                                                                                                                        • Holiday homes and chain hotels likely to be used in the next six months
                                                                                                                                                          • Figure 35: Type of accommodation consumers would stay in during the next 6 months, NI and RoI, November 2020
                                                                                                                                                        • Holiday homes see most intention among younger age groups
                                                                                                                                                          • Figure 36: Consumers who would stay in a holiday home during the next 6 months, by age group and socio-economic group, NI and RoI, November 2020
                                                                                                                                                      • Reasons for Staying at Accommodation

                                                                                                                                                          • Country and city breaks hold similar levels of appeal
                                                                                                                                                            • Figure 37: Reasons stated by consumers for accommodation use in NI and/or RoI only in the last 12 months, NI and RoI, November 2020
                                                                                                                                                          • City breaks still in vogue despite COVID-19
                                                                                                                                                            • Figure 38: Consumers who used accommodation in NI and/or RoI in the last 12 months for a city break, by gender, NI and RoI, November 2020
                                                                                                                                                          • Rural trips increase as consumers age
                                                                                                                                                            • Figure 39: Consumers who used accommodation in NI and/or RoI in the last 12 months for a rural break, by age group, NI and RoI, November 2020
                                                                                                                                                          • Accommodation for weddings declines in 2020, but could bounce back
                                                                                                                                                            • Figure 40: Consumers who used accommodation in NI and/or RoI in the last 12 months for a wedding, NI and RoI, November 2019 and 2020
                                                                                                                                                        • Reasons to Avoid Accommodation

                                                                                                                                                            • “Why would you NOT consider staying in Irish/Northern Irish accommodation in the next 6 months? Please select all that apply.”
                                                                                                                                                              • COVID-19 concerns most cited reason for avoiding future stays
                                                                                                                                                                • Figure 41: Reasons not to use accommodation in the next six months, NI and RoI, November 2020
                                                                                                                                                              • COVID-19 exposure fears highest among 55+
                                                                                                                                                                • Figure 42: Consumers that indicate worry (4-5) about the risk of being exposed to COVID-19, by age group, IoI, November 2020
                                                                                                                                                              • RoI consumers more likely to feel COVID-19 measures will hamper the accommodation experience
                                                                                                                                                                • Figure 43: Consumers who would not to use accommodation in the next six months because they think the COVID-19/coronavirus measures in place would make the experience less enjoyable, NI and RoI, November 2020
                                                                                                                                                              • RoI consumers more likely to restrict domestic trips to summer season
                                                                                                                                                              • Factors that Would Encourage a Hotel Visit

                                                                                                                                                                  • RoI prioritise masks, NI hand sanitiser
                                                                                                                                                                    • Figure 44: COVID-19 safety measures that would encourage consumers to book a stay at a hotel, NI and RoI, November 2020
                                                                                                                                                                  • Mask-wearing a must for guests
                                                                                                                                                                    • Figure 45: Consumers that note mask wearing required for staff and guest interaction would encourage them to book a stay at a hotel, by age, RoI, November 2020
                                                                                                                                                                  • NI guests more likely to respond to free hand sanitiser
                                                                                                                                                                    • Figure 46: Consumers that note free hand sanitisers throughout the hotel would encourage consumers to book a stay at a hotel, by gender, RoI, November 2020
                                                                                                                                                                • Future Accommodation Behaviours

                                                                                                                                                                    • Local infection rates will dictate future bookings
                                                                                                                                                                      • Figure 47: Attitudes towards hotels and resorts, NI and RoI, November 2020
                                                                                                                                                                    • Affluent consumers more likely to check infection rates
                                                                                                                                                                      • Figure 48: Agreement with the statement ‘I’d take local infection rates into account before booking accommodation’, by socio-economic group, NI and RoI, November 2020
                                                                                                                                                                    • Lockdown and COVID-19 generating potential for domestic breaks in 2021
                                                                                                                                                                      • But desire to travel overseas still strong among younger consumers
                                                                                                                                                                        • Figure 49: Agreement with the statement ‘COVID-19 hasn’t stopped me wanting to book overseas stays, by age group, NI and RoI, November 2020
                                                                                                                                                                      • NI consumers looking for escapism through luxury
                                                                                                                                                                        • Figure 50: Agreement with the statement ‘Booking luxury accommodation to escape everything appeals to me, by gender, NI and RoI, November 2020
                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

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

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