Table of Contents
Issues in the Market
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- Key themes of the report
- Definition
- Abbreviations
Market in Brief
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- The recession may see a move away from short breaks
- Reliance on domestic tourism
- Stress is the key to the short breaks market
Insights and Opportunities
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- Creative marketing
- A health break
- Sustaining demand from RoI visitors
Fast Forward Trends
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- Trend 1: Affection
- What's it about?
- What we've seen
- What next?
- Trend 2: Learning through play
- What's it about?
- What we've seen
- What next?
Internal Market Environment
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- Key points
- Brand Ireland
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- Figure 1: Expenditure on marketing, by Irish tourism authorities, 2006 and 2007
- What do overseas guests want in a short breaks brand?
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- Figure 2: Overseas visitor survey – What separates Ireland from other destinations, 2008
- Domesticated
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- Figure 3: Domestic trips taken vs. international trips, by Irish consumers, RoI, 2004-08*
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- Figure 4: Average room prices per night of European destinations, 2007 and 2008
- Cross-border tourism benefits NI
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- Figure 5: Cross-border visits from RoI consumers, 2007 and 2008
- Day trips may lead to overnight stays
- Could obesity be a boon to rural tourism?
- Sports tourism a key factor in short breaks
- Bringing in huge crowds, while reaching a greater audience
- Camping things up
- Agri-tourism could fill the authenticity need
- Always take the weather with you
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- Figure 6: Irish weather data – annual average figures, 2009
- Is weather holding Ireland back?
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- Figure 7: Most cited disadvantages of holidaying in RoI, 2003-07
- Warm Irish weather not always a good thing
- What do consumers do while on a short break to Ireland?
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- Figure 8: Main activities while holidaying in Ireland, RoI and NI, 2007
- Bus and train integral to short breaks market
- Less buses could hurt rural tourism
- Domestic tourism increases, as does car use
Broader Market Environment
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- Key points
- Low short break spending expected
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- Figure 9: Economic outlook, NI and RoI, 2008-10
- Accommodation set to suffer most from reduced PDI
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- Figure 10: What visitors to Ireland spend their money on, 2007
- Low confidence may prevent Irish and UK holidaymakers going abroad
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- Figure 11: Consumer Sentiment/Confidence Index for 12 months ended February 2009
- Tourism is way out of crisis?
- NI tourism reaps the benefits of the exchange rate…
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- Figure 12: Pound to Euro exchange rate, 2003-09*
- …while RoI suffers a drop in NI visitors
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- Figure 13: Cross-border visits, NI and RoI, 2003-08
- Unemployment set to increase
- An ageing population
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- Figure 14: Population estimate and projection, by age, NI, 2000 and 2020
- Figure 15: Population estimate and projection, by age, RoI, 2000 and 2020
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- Figure 16: Forecast population change, by Irish tourism markets, by age, 2000-20
- What does this mean for Irish short breaks?
- Oldies skipping luxuries
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Value and Forecast
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- Key points
- Tourism spending in Ireland drops in 2008
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- Figure 17: Irish tourism market value, IoI, NI and RoI, 2003-13*
- The RoI market is in for a bumpy ride
- NI targeting RoI short breakers
- 2008 sees visitors fall for both regions
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- Figure 18: Total inward visits, by reason of journey, NI and RoI, 2004-08
- Other segments account for just under half of revenue
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- Figure 19: Revenue, by purpose of visit, overseas tourism revenue, Ireland, 2008
- UK consumers account for largest proportion of overseas visitors
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- Figure 20: Visitors to Ireland, by country of origin, NI and RoI, 2007 and 2008
Competitive Context
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- Key points
- France and Spain pose the most competition for overseas visitors
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- Figure 21: Top ten most visited countries globally, 2006
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- Figure 22: Consumers who have taken a short break or holiday in the last 12 months, by country, NI and RoI, 2008
- Bringing Ireland to other nations
- Swine flu could drive the need for domestic tourism higher
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- Figure 23: Total Number of Confirmed Swine Flu cases and deaths caused by the disease, by Country, July 2009*
- Worry over nothing?
Who’s Innovating?
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- Key points
- Sweets to the sweet
- The land of saints and scholars
- Eat with a local
- Bringing overseas guests as much authenticity as they can stomach
- Targeting hired cars at younger travellers
- Short drives on short breaks
- Feeling better about your sins
- Could it work in Ireland?
Companies and Products
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- Tourist boards
- Tourism Ireland
- Fáilte Ireland
- NITB (Northern Ireland Tourist Board)
- ITIC (Irish Tourist Industry Confederation)
- Hotel groups
- Hilton Hotel Group
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- Figure 24: Hilton Hotels, NI and RoI, 2008
- Jurys Doyle Hotel Group
- Holiday Inn
- Travelodge
- Tour groups
- Translink
- CIE
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- Figure 25: CIE operated tours, 2009
- Paddywagon
Consumers and Short Breaks
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- Key points
- Holiday or short break a must for most Irish consumers
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- Figure 26: Consumers who have taken a short break or holiday, by gender, NI and RoI, 2008
- Married consumers and those with families more likely to take a short break
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- Figure 27: Consumers who have taken a short break or holiday, by marital status, NI and RoI, 2008
- End of family holidays in sight?
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- Figure 28: Household size, NI and RoI, 2000-05
- 35-64: the golden years for short breaks
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- Figure 29: Consumers who have taken a short break or holiday, by age, NI and RoI, 2008
- The older you are, the more important to have travel insurance
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- Figure 30: Agreement with statement ‘I like to take holidays in my own country rather than abroad’, by age, NI and RoI, 2008
- Health and wellbeing short breaks could be boosted among over-55s
- Driving most popular method of travel for Irish short break
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- Figure 31: Travel method for a short break or holiday, NI and RoI, 2008
- Comfort a factor
- Environmental awareness diminishing priority for Irish tourists
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- Figure 32: Agreement with selected environment statements, NI and RoI, 2008
- The green factor could alter domestic travel
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- Figure 33: Agreement with the statement ’I am worried about pollution and congestion caused by cars ‘, NI and RoI, 2004-08
- The recession fails to halt frequent short breaks
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- Figure 34: Number of short breaks taken in the last 12 months, NI and RoI, 2008
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- Figure 35: Number of nights spent away during holiday, NI and RoI, 2008
- When do Irish consumers take short breaks?
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- Figure 36: Month when consumer has taken a holiday or short break, NI and RoI, 2008
- Festivals can ensure a spread in short breaks
Consumer Attitudes towards Short Breaks in Ireland
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- Key points
- Relieving stress in your own back yard
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- Figure 37: Response to the question ’What factors motivate you to take a holiday/short break in Ireland?’, NI and RoI, January 2009
- Get away from all your troubles
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- Figure 38: Agreement with the statement ‘Need to escape’, by age, NI and RoI, 2008
- Long time no see
- Housewives feel it is more important to visit their loved ones
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- Figure 39: Agreement with the statement ‘'To meet up and see friends/family’, by working status, NI and RoI, 2008
- RoI consumers utilise their bank holidays more
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- Figure 40: Consumers motivated to take a short break in Ireland because of a bank holiday, by working status, NI and RoI, 2008
- Why aren’t NI consumers maximising their bank holidays?
- NI consumers less likely to take a short break in Ireland
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- Figure 41: Agreement with the statement ‘I don’t take short breaks in Ireland’, by age, NI and RoI, 2008
- Adventure and experience drive young holidaymakers abroad
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- Figure 42: Agreement with the statement ‘I am interested in other cultures’, by age, NI and RoI, 2008
- RoI consumers’ shopping habits will help sustain NI tourism
- What can be done to encourage more NI consumers to take shopping trips?
Appendix
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- Figure 43: Bus passenger journeys and train passenger journeys, NI and RoI, 2004-08
- Figure 44: Number of private cars registered for the first time, RoI and NI, 2003-08
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- Figure 45: NI and RoI population, by gender, 2006-20
- Figure 46: NI population, by gender, 2006-20
- Figure 47: RoI population, by gender, 2006-20
- Figure 48: Forecast population change, by age, NI, 2000-20
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- Figure 49: Forecast population change, by age, RoI, 2000-20
- Figure 50: Pound to Euro exchange rate used, 2004-13
- Short break in Ireland – demographic tables
- RoI
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- Figure 51: Agreement with short break statements, by demographics, RoI, 2008
- Figure 52: Agreement with short break statements, by demographics, RoI, 2008
- Figure 53: Agreement with short break statements, by demographics, RoI, 2008
- NI
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- Figure 54: Agreement with short break statements, by demographics, NI, 2008
- Figure 55: Agreement with short break statements, by demographics, NI, 2008
- Figure 56: Agreement with short break statements, by demographics, NI, 2008
- TGI demographics
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- Figure 57: Consumers who have taken a short break or holiday in the last 12 motnhs, by demographics, NI and RoI, 2008
- Figure 58: Consumers who haven’t taken a short break or holiday in the last 12 months, by demographics, NI and RoI, 2008
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- Figure 59: Consumers who agree with the statement ‘I like to take holidays in my own country rather than abroad’, by demographics, NI and RoI, 2008
- Figure 60: Main method of travel for last holiday – own car, by demographics, NI and RoI, 2008
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- Figure 61: Main method of travel for last holiday – air (charter), by demographics, NI and RoI, 2008
- Figure 62: Main method of travel for last holiday – air (scheduled), by demographics, NI and RoI, 2008
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- Figure 63: Consumers who agree with the statement ‘I tend to make decisions by my gut feeling’, by demographics, NI and RoI, 2008
- Figure 64: Consumers who agree with the statement ‘I often do things on the spur of the moment’, by demographics, NI and RoI, 2008
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- Figure 65: Consumers who agree with the statement ‘I have a keen sense of adventure’, by demographics, NI and RoI, 2008
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