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Survey conducted at major air and sea ports Between May and October 2012 Face to face interviews with 1,578 overseas holidaymakers.

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Presentation on theme: "Survey conducted at major air and sea ports Between May and October 2012 Face to face interviews with 1,578 overseas holidaymakers."— Presentation transcript:

1 Survey conducted at major air and sea ports Between May and October 2012 Face to face interviews with 1,578 overseas holidaymakers

2 Britain % North America % Total Mainland Europe % France % Germany % Rest of World % Internet Friends/relatives/business associates Travel Agent/ Tour Operator Guide books Other brochures/promotional literature on Ireland Irish Tourist Board literature Articles in newspapers/magazines Travel programme on TV/radio Advertising for Ireland Films*53522 Base: All Respondents Information sources that influenced choice of Ireland The internet and word of mouth are the most frequently used sources of information which influence overseas holidaymakers choice of Ireland About three-quarters said that the internet was used when choosing Ireland for their holiday. More than a quarter mentioned advice from friends/relatives or business associates. Guide books were key for non-British holidaymakers – one in four said that they influenced their choice of Ireland.

3 Britain % North America % Total Mainland Europe % France % Germany % Rest of World % Internet Travel Agent/ Tour Operator Guide books Friends/relatives/business associates Other brochures/promotional literature on Ireland Irish Tourist Board literature Articles in newspapers/magazines1*13*3 Base: All Respondents Information sources in planning the holiday in Ireland Four in every five overseas holidaymakers said that the internet was an important source of information when planning their holiday. Those travelling from long haul markets, (North America/Rest of World) are more likely to use travel agents/tour operators, about one in five North Americans and one in three of holidaymakers from other long haul markets said this channel was an important source of information. German holidaymakers are more likely to use travel agents/ tour operators than other Europeans. While just one in ten British holidaymakers said that guide books were important for them when planning their Irish holiday, they were important for three in ten French holidaymakers.

4 Britain % North America % Total Mainland Europe % France % Germany % Rest of World % Friendliness/Hospitality/Pace of Life Friendly, hospitable people Easy, relaxed pace of life Environment Beautiful scenery Good range of natural attractions Natural, unspoilt environment Attractive cities/towns Value/price Good all round value for money Competitively priced air and sea fares Importance of factors in considering Ireland for a holiday (I) Very important/important Base: All Respondents Most overseas holidaymakers say that the opportunity to engage with friendly hospitable people and enjoy beautiful scenery were important factors when considering Ireland for a holiday. Value and price were particularly important for British holidaymakers, nine out of ten said that good value for money and competitively priced air and sea fares were important factors when considering Ireland.

5 Britain % North America % Total Mainland Europe % France % Germany % Rest of World % Products and Other Destination Features Safe and secure destination Plenty of things to see and do Interesting history/culture Suitable for touring Importance of Factors in considering Ireland for a holiday (II) Very important/important Base: All Respondents North Americans and Mainland Europeans were more interested in Irelands history and culture than British holidaymakers or those from other long haul markets. Those from long haul markets said that Irelands suitability as a touring destination was an important/very important factor for them when considering Ireland for a holiday.

6 Britain % North America % Total Mainland Europe % France % Germany % Rest of World % Friendliness/Hospitality/Pace of Life Friendly, hospitable people Easy, relaxed pace of life Environment Beautiful scenery Natural, unspoilt environment Good range of natural attractions Attractive cities/towns Litter free/pollution free Value/price Competitively priced air and sea fares Base: All Respondents Rating of Ireland on destination issues (I) Very satisfied/satisfied The majority, almost 100%, of overseas holidaymakers said that they were satisfied/very satisfied with the hospitality they experienced and the scenery and the natural environment they enjoyed while in Ireland. British holidaymakers, in particular, found themselves very satisfied/satisfied with the easy, relaxed pace of life in Ireland.. More than nine in every ten North American visitors expressed high levels of satisfaction with all aspects of the environment in Ireland.

7 Britain % North America % Total Mainland Europe % France % Germany % Rest of World % Products and Other Destination Features Safe and secure destination Interesting history/culture Suitable for touring Rating of Ireland on Destination Issues (II) – Very Satisfied Base: All Respondents Ireland is seen as a safe and secure destination by more than 95% of overseas holidaymakers, who said they were satisfied/very satisfied with this aspect of their holiday. Over 90% of overseas holidaymakers expressed satisfaction with their experiences of Irelands history and culture.

8 Britain % North America % Total Mainland Europe % France % Germany % Rest of World % The Irish people The scenery Culture/history English speaking Pubs/pub culture Access/easy to get to Restful/relaxing Nature/Ecology Unspoilt environment Ancestral/family connections Interesting towns/villages Advantages – Most Frequently Mentioned Base: All Respondents In keeping with the level of satisfaction expressed previously, overseas holidaymakers tended to mention Irish people and Irish scenery as the main competitive advantages that Ireland has compared to other destinations. Irelands culture and history was also mentioned by about half of overseas holidaymakers. Two in five (39%) British holidaymakers said that Irelands pubs and pub culture are an advantage compared to other destinations.

9 Britain % North America % Total Mainland Europe % France % Germany % Rest of World % Exceeded expectations Matched expectations Did not live up to expectations Overall Opinion of Their Irish Holiday Base: All Respondents Almost all (99%) of holidaymakers said that their holiday either matched or exceeded their expectations. The North Americans were the most enthusiastic about their trips, more than half (53%) said that their Irish holiday exceeded their expectations.

10 Britain % North America % Total Mainland Europe % France % Germany % Rest of World % Irish People Scenery Weather better than expected Food quality/variety Good accommodation Activities – something for all Well kept countryside/no litter/neat/ clean Nature/wildlife/flora/fauna Relaxing/slow/easy going Clean environment/no pollution The Reasons Why Expectations Exceeded Irelands people and scenery are the main reasons given for why overseas holidaymakers expectations were exceeded. For North Americans, four out of five of those who said their holiday was better than expected mentioned Irish people as the reason why. For French holidaymakers whose holiday experience exceeded their expectations, about seven out of ten said it was because of the scenery they enjoyed.

11 % Britain56 North America78 Mainland Europe66 France68 Germany72 Rest of the World68 Would Ireland be Recommended? Base: All Respondents Yes, definitely Score of 9 or 10 (top 2) The majority of overseas holidaymakers would definitely recommend Ireland for a holiday. While just over half of British holidaymakers would do so, this rises to about two thirds among Mainland Europeans and within Europe, it increases to seven out of ten Germans. North Americans are the most enthusiastic advocates of an Irish holiday, almost four in five North Americans interviewed said that they would definitely recommend Ireland for a holiday.


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