Short Breaks - Ireland - November 2011
The drive for value for money has had an impact on the way that Irish consumers take holidays. No longer can the average consumer afford to take multiple short breaks each year; an increasing proportion of Irish consumers now tend to take one longer trip abroad, whilst short breaks taken within Ireland are also growing in popularity.
However the generally poor weather in Ireland has somewhat stilted the scope for outdoor-based activity holidays, highlighting the need for a strong selection of indoor activities to help attract both domestic consumers and overseas visitors.
Some questions answered in this report include:
- How are new frugal shopping habits affecting short breaks habits? – The recession has seen fewer Irish consumers take multiple short breaks per year, in an attempt to save money. As the cost of living continues to increase, how will this affect the Irish tourism market?
- How disruptive can the weather be to the Irish tourism market? – Both 2009 and 2010 have seen record cold winters and very wet summers. How much does the weather impact Irish consumers decisions to take a short break in Ireland?
- Short breaks vs. longer holidays – How long do Irish consumers take for a short break/holiday? What factors influence the length of time and amount of breaks taken?
- In what ways are Irish tourism bodies encouraging short breaks in Ireland? – What initiatives are they taking to encourage more consumers to take a short break in Ireland? How effective have past marketing campaigns been?
- What are older consumers’ short break preferences? – Mature consumers are more likely to take a holiday than their younger counterparts; just how important are they to the Irish short breaks market? How will future issues, such as increased retirement age and children living at home for longer, impact the market?
- As prices increase, how will this affect Irish short breaks? – Higher oil prices have increased the cost of travelling abroad, while the cost of accommodation and holidays have also risen between 2010 and 2011. How will this impact the Irish short breaks market?
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