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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 % Internet777476757475 Friends/relatives/business associates 273128322627 Travel Agent/ Tour Operator102216102431 Guide books152426342623 Other brochures/promotional literature on Ireland 5391593 Irish Tourist Board literature325553 Articles in newspapers/magazines2221-2 Travel programme on TV/radio632534 Advertising for Ireland14491953 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 % Internet838482817974 Travel Agent/ Tour Operator112115112031 Guide books101918301615 Friends/relatives/business associates 121913141110 Other brochures/promotional literature on Ireland 425777 Irish Tourist Board literature424433 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 people989498979895 Easy, relaxed pace of life837074837471 Environment Beautiful scenery869492 9788 Good range of natural attractions919295939892 Natural, unspoilt environment918993 9590 Attractive cities/towns888589839390 Value/price Good all round value for money928687728791 Competitively priced air and sea fares897583688884 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 destination9694 909897 Plenty of things to see and do9495969196 Interesting history/culture8892 9389 Suitable for touring75857883 87 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 people99 9799 Easy, relaxed pace of life928987918785 Environment Beautiful scenery9798 999899 Natural, unspoilt environment929996989996 Good range of natural attractions869390869296 Attractive cities/towns889590 9290 Litter free/pollution free8792837987 Value/price Competitively priced air and sea fares767775648185 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 destination9796 9596 Interesting history/culture939593929395 Suitable for touring748278818379 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 people565354485956 The scenery524853635446 Culture/history524655645548 English speaking393025142728 Pubs/pub culture391824232517 Access/easy to get to441116131410 Restful/relaxing25139 911 Nature/Ecology981722169 Unspoilt environment182016102321 Ancestral/family connections6151214 Interesting towns/villages18141121911 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 expectations30533734 45 Matched expectations694762646551 Did not live up to expectations101214 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 People707971617187 Scenery697067696872 Weather better than expected352330253423 Food quality/variety242614161713 Good accommodation241518122217 Activities – something for all2015121094 Well kept countryside/no litter/neat/ clean 1420941613 Nature/wildlife/flora/fauna81719222411 Relaxing/slow/easy going241391684 Clean environment/no pollution7185459 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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