2020
0
Ireland Eco and Ethical Lifestyles Market Report 2020
2020-08-27T15:34:47+01:00
OX988114
1495
122858
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Report
en_GB
“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…

Ireland Eco and Ethical Lifestyles Market Report 2020

£ 1,495 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Eco and Ethical Tourism Ireland market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The travel and tourism industry has been left shaken as a result of the COVID-19 pandemic and at this stage, holidaying in Ireland has come to a standstill – much like the rest of the world’s tourism industry. When the lockdown and social distancing measures are lifted later in 2020, we could see consumers’ fear of travelling linger, but this could also create opportunities as Irish consumers opt to holiday domestically and thus potentially benefit Ireland’s tourism industry. In terms of eco and ethical tourism, green-energy and providers which take a strong stance in waste reduction and recycling will reach a wide audience of eco-conscious holidaymakers. Moreover, offering reassurance in social distancing and hygiene/cleansing efforts will also be key to creating a positive narrative around domestic tourism.

Expert analysis from a specialist in the field

Written by Emma McGeown, a leading analyst in the Travel sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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
Travel Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Issues covered in this Report
  2. 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
  3. 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
  4. 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
  5. 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
  6. 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
  7. Companies and Innovations – What You Need to Know

    • Hotels and accommodation providers tap into eco trends
    • Airlines and airports address their environmental impact
  8. 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
  9. 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
  10. 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
  11. 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
  12. 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
  13. 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
  14. 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
  15. 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
  16. 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
  17. Appendix – Data Sources, Abbreviations and Supporting Information

    • Data sources
    • Generational cohort definitions
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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