Ireland Technology and Irish Tourism Market Share 2014

With internet-enabled mobile devices playing an increasingly prominent role in how consumers experience holidays, Irish tourism companies should look to make greater use of these devices’ GPS capability. This could help to generate awareness of Ireland’s less well-known sites and encourage consumers to venture off the beaten track for a more authentic experience.

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Table of Content

Introduction

Key themes of the report
Definition
Data sources
Abbreviations

Executive Summary

Market factors
Internet the main source for overseas visitors planning a holiday to Ireland
Review websites used to plan short breaks, but fake reviews an issue
Device ownership high in Ireland
Tourism-related apps popular among Irish consumers
Social networks a viable promotional channel for tourism companies
Companies, brands and innovations
The consumer
RoI consumers staying ‘at home’ for short breaks
Figure 1: Where consumers took their last short break (one-to-three nights), by, NI and RoI, April 2014
Europe the preferred holiday destination for Irish consumers
Figure 2: Consumers that took their last holiday (between four days and two weeks) in Europe, by demographics, NI and RoI, April 2014
Review websites popular among Irish consumers
Figure 3: Online information sources used to research holiday or short break ideas (eg potential hotels, excursions, attractions) before the trip, NI and RoI, April 2014
Family, friends and colleagues important offline sources
Figure 4: Consumers that have spoken to family/friends/colleagues to research holiday or short break ideas before the trip, NI and RoI, April 2014
Online travel agents and comparison websites popular booking channels
Figure 5: Online sources used to book last holiday or short break, , NI and RoI, April 2014
Desktop and laptop the main devices used to book holidays
Figure 6: Devices used to book last holiday or short trip, NI and RoI, April 2014
Availability of Wi-Fi at tourism providers an important issue for Irish consumers
Figure 7: Agreement with statements relating to technology in Irish tourism, NI and RoI, April 2014
What we think

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Issues and Insights

What sources are Irish consumers using to research ideas for holidays or short breaks?
The facts
The implications
How did Irish consumers book their last holiday of short break?
The facts
The implications
What opportunities does the high level of smartphone and tablet ownership hold for the Irish tourism sector?
The facts
The implications
How can Irish tourism companies use social networks and apps to promote their services?
The facts
The implications
Are there opportunities for a ‘tech-free’ tourism experience?
The facts
The implications

Trend Application

Trend: Access All Areas
Trend: Switch Off
Trend: Influentials

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