Technology and Irish Tourism - Ireland - July 2016


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The popularity of customer review websites highlights the emphasis consumers are placing on peer feedback and recommendations. Usage of customer review websites is highest among affluent consumers and highlights how platforms such as TripAdvisor can be an important tool for reaching higher-spending consumers that are looking at the luxury end of the Irish tourism market.

Table of Content

Overview

What you need to know
Issues covered in this report

Executive Summary

Market factors
Internet the main influence on overseas visitors’ decision to visit RoI
Social networks an important promotional channel for tourism companies
Virtual reality comes to Irish tourism industry
Irish consumers have access to multiple devices
Companies, brands and innovations
The consumer
Majority of Irish consumers have taken a short break or holiday in the last 12 months
Figure 1: When last holiday or short break was taken, NI and RoI, April 2016
Short breaks being taken ‘at home’
Figure 2: Where last short break (1-3 days) taken, NI and RoI
Irish consumers favour Europe for a holiday
Figure 3: Where last holiday (4 or more days) taken, NI and RoI, April 2016
Travel insurance being arranged online directly through insurer
Figure 4: How consumers arrange travel insurance for their last short break or holiday, NI and RoI, April 2016
Irish consumers happy to book trips using smartphones and tablets
Figure 5: Agreement with statements relating to technology and tourism, NI and RoI, April 2016
What we think

Issues and Insights

How did Irish consumers arrange travel insurance for their last short break or holiday?
The facts
The implications
Are Irish consumers interested in technology-free tourism?
The facts
The implications
What opportunities does the high level of technology usage offer Irish tourism companies?
The facts
The implications

The Market – What You Need to Know

Internet’s influence declines among overseas visitors
Social networks are key communications channels for tourism companies
Irish consumers interested in tourism-related virtual reality
Device ownership high in Ireland

Market Drivers

Internet continues to be a key influence for overseas consumers
Figure 6: Information sources that influenced choice of RoI as a holiday destination, RoI, 2013-15
Figure 7: Information sources that influenced choice of RoI as a holiday destination, by region, RoI, 2012-15
Internet seen as a key planning tool for holidays to RoI
Figure 8: Information sources used when planning a holiday to RoI, RoI, 2013-15
Figure 9: Information sources used when planning a holiday to RoI, by region, RoI, 2013-15
Facebook and YouTube the most popular social networks
Figure 10: Top five social and media networks that consumers log on to regularly (ie log on at least once per week), NI and RoI, April 2016
Virtual reality entering the travel industry
Figure 11: Interest level in different VR use cases, June 2016
High device ownership presents greater opportunities to reach Irish consumers
Figure 12: Ownership of or access to mobile technology devices, NI and RoI, June 2015-June 2016

Market in Context

Case study: Airbnb
Background
How it uses technology
Measuring the impact of technology
Case study: easyJet
Background
How it uses technology
Measuring the impact of technology
Case study: Fáilte Ireland
Background
How it uses technology
Measuring the impact of technology
Case study: Ireland’s Ancient East
Background
How it uses technology
Measuring the impact of technology
Case study: Visit Belfast
Background
How it uses technology
Measuring the impact of technology

Companies and Brands – What You Need to Know

Expedia unveils Windows 10 app
Hotels.com teams up with Uber
Seateroo app lets passengers swap seats
Hilton introduces Connie

Who’s Innovating?

Expedia launches bot on Facebook Messenger
Seateroo app lets passengers swap flight seats
Hilton introduces a robot concierge

Competitive Strategies – Key Players

Tourism authorities
Fáilte Ireland
Key facts
Use of technology
Recent developments
Tourism Northern Ireland
Key facts
Use of technology
Recent developments
Tourism Ireland
Key facts
Use of technology
Recent developments
Travel websites
Airbnb
Key facts
Latest developments
easyJet
Key facts
Use of technology
Recent developments
Expedia
Key facts
Use of technology
Recent developments
Hotels.com
Key facts
Use of technology
Recent developments
Flybe
Key facts
Use of technology
Recent developments
Groupon
Key facts
Use of technology
Recent developments
Lonely Planet
Key facts
Use of technology
Recent developments
Ryanair
Key facts
Use of technology
Recent developments
TripAdvisor
Key facts
Use of technology
Recent developments
Travel insurance providers
Post Insurance
Key facts
Travel insurance products and services
Recent developments
Aviva
Key facts
Travel insurance products and services
Recent developments
Allianz
Key facts
Travel insurance products and services
Recent developments
Comparetravelinsuranceireland.com
Key facts
Travel insurance products and services
Recent developments
Coverforyou.ie
Key facts
Travel insurance products and services
Staysure
Key facts
Travel insurance products and services
Recent developments
Vhi
Key facts
Travel insurance products and services
Recent developments

The Consumer – What You Need to Know

Most consumers took a holiday in the last 12 months
Majority of Irish consumers do not have travel insurance
Travel insurance most likely arranged direct with provider online
Irish consumers happy to book trips through mobile devices

The Consumer – Last Holiday or Short Break Taken by Irish Consumers

Irish consumers took a holiday or short break in the last year
Figure 13: When last short break (1-3 days) or holiday (4 or more days) taken, NI and RoI, April 2016
Affluent Irish consumers have taken a trip in the last six months
Figure 14: When consumers last took a holiday or short break in Ireland or aboard, by social class, NI, April 2016
Figure 15: When consumers last took a holiday or short break in Ireland or aboard, by social class, RoI, April 2016
Staycations remain popular for short breaks
Figure 16: Where last short break (1-3 days) taken, NI and RoI, April 2016
Short breaks ‘at home’ have appeal to older consumers
Figure 17: Consumers that took their last short break (1-3 days) in Northern Ireland or the Republic of Ireland, by age, NI and RoI, April 2016
European holidays popular among Irish consumers
Figure 18: Where consumers took their last holiday (4 or more days), NI and RoI, April 2016
Overseas holidays appeal to younger consumers
Figure 19: Consumers that took their last holiday (4 or more days) in Europe, by age, NI and RoI, April 2016
Irish consumers booking holidays 2-4 months before travelling
Figure 20: How long before a consumer’s last holiday they booked their trip, NI and RoI, April 2016
Short breaks booked two to four months before trip
Figure 21: How long before a consumer’s last short break consumers booked their trip, NI and RoI, April 2016
Women booking trips two to four months in advance
Figure 22: How long trip was booked before last short break, by gender, NI and RoI, April 2016

The Consumer – Purchase of Travel Insurance

Majority of consumers did not have travel insurance for last trip
Figure 23: Ownership of travel insurance, NI and RoI, April 2016
Older, affluent consumers taking out travel insurance
Figure 24: Ownership of travel insurance, by age and social class, NI and RoI, April 2016
Online a popular way to arrange travel insurance
Figure 25: How consumers arranged travel insurance for their last short break or holiday, NI and RoI, April 2016
Young NI consumers arranging cover directly online, Boomers in RoI
Figure 26: Consumers that arranged travel insurance for their last short break or holiday online directly through the insurance provider, by age, NI and RoI, April 2016
Majority of Irish consumers don’t know how they arranged their travel insurance
Figure 27: How consumers arranged travel insurance for their last short break or holiday, by when consumers took their last short break or holiday, NI and RoI, April 2016
Figure 28: Consumers that didn’t know how they arranged travel insurance for their last short break or holiday, by work status, NI and RoI, April 2016

The Consumer – Attitudes towards Technology in Irish Tourism

Irish consumers happy to book trips using smartphones and tablets
Figure 29: Agreement with statements relating to technology and tourism, NI and RoI, April 2016
Young consumers happy to book trips via smartphone and tablet
Figure 30: Agreement with the statement ‘I would be happy to book a holiday/ short break online via a smartphone/tablet’, by gender and age, NI and RoI, April 2016
Over-55s happy to use slow Wi-Fi if free while younger consumers more willing to pay for faster connections
Figure 31: Agreement with statements relating to technology and tourism, by age, NI, April 2016
Figure 32: Agreement with statements relating to technology and tourism, by age, RoI, April 2016
Customer review websites important for affluent consumers
Figure 33: Agreement with the statement ‘I have used customer reviews on the go to decide on restaurants/attractions to visit’, by gross annual household income and social class, NI, April 2016
Figure 34: Agreement with the statement ‘I have used customer reviews on-the-go to decide on restaurants/attractions to visit’, by gross annual household income and social class, RoI, April 2016
Students looking at videos of potential short break or holiday destinations
Figure 35: Agreement with the statement ‘I like to look at videos of locations I am considering visiting’, by work status, NI and RoI, April 2016

Appendix – Data Sources, Abbreviations and Supporting Information

Data sources
Generational cohort definitions
Abbreviations

Appendix – The Consumer

NI Toluna data
Figure 36: When consumers last took a holiday or short break in Ireland or aboard, by demographics, NI, April 2016
Figure 37: Where consumers last took a short break in Ireland or aboard, by demographics, NI, April 2016
Figure 38: Where consumers last took a holiday in Ireland or aboard, by demographics, NI, April 2016
Figure 39: How long before their last short break consumers booked their trip, by demographics, NI, April 2016
Figure 40: How long before their last short break consumers booked their trip, by demographics, NI, April 2016 (continued)
Figure 41: How long before their last holiday consumers booked their trip, by demographics, NI, April 2016
Figure 42: How long before their last holiday consumers booked their trip, by demographics, NI, April 2016 (continued)
Figure 43: If consumers took out travel insurance for their last short break or holiday, by demographics, NI, April 2016
Figure 44: How consumers arranged travel insurance for their last short break or holiday, by demographics, NI, April 2016
Figure 45: How consumers arranged travel insurance for their last short break or holiday, by demographics, NI, April 2016 (continued)
Figure 46: Agreement with statements relating to technology and tourism, by demographics, NI, April 2016
Figure 47: Agreement with statements relating to technology and tourism, by demographics, NI, April 2016 (continued)
Figure 48: Agreement with statements relating to technology and tourism, by demographics, NI, April 2016 (continued)
RoI Toluna data
Figure 49: When consumers last took a holiday or short break in Ireland or aboard, by demographics, RoI, April 2016
Figure 50: Where consumers last took a short break in Ireland or aboard, by demographics, RoI, April 2016
Figure 51: Where consumers last took a holiday in Ireland or aboard, by demographics, RoI, April 2016
Figure 52: How long before their last short break consumers booked their trip, by demographics, RoI, April 2016
Figure 53: How long before their last short break consumers booked their trip, by demographics, RoI, April 2016 (continued)
Figure 54: How long before their last holiday consumers booked their trip, by demographics, RoI, April 2016
Figure 55: How long before their last holiday consumers booked their trip, by demographics, RoI, April 2016 (continued)
Figure 56: If consumers took out travel insurance for their last short break or holiday, by demographics, RoI, April 2016
Figure 57: How consumers arranged travel insurance for their last short break or holiday, by demographics, RoI, April 2016
Figure 58: How consumers arranged travel insurance for their last short break or holiday, by demographics, RoI, April 2016 (continued)
Figure 59: Agreement with statements relating to technology and tourism, by demographics, RoI, April 2016
Figure 60: Agreement with statements relating to technology and tourism, by demographics, RoI, April 2016 (continued)
Figure 61: Agreement with statements relating to technology and tourism, by demographics, RoI, April 2016 (continued)

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