Spain Market Profile. Holidaymakers at a glance... When do holidaymakers arrive?

Transcription

1 Spain Market Profile Holidaymakers at a glance... When do holidaymakers arrive? Month Of Arrival January March 14 January 3 February 2 March 9 April 9 May 7 June 11 July 13 August 19 September 6 October 10 November 3 December 8 October December 21

2 When did holidaymakers decide to visit?** Month Decided to visit Pre September (previous year) 0 Oct December (previous year) 16 January 9 February 10 March 11 April 10 May 11 June 11 July 6 August 7 September 8 October 2 November 0 December 0 When did holidaymakers make a reservation?** Month reserved part of trip Pre September (previous year) 0 Oct December (previous year) 17 January 7 February 10 March 9 April 12 May 8 June 12 July 6 August 11 September* 6 October* 2 November* 1 December* 0 How do holidaymakers travel to the island of Ireland? Air vs. Sea Air 99 Sea 1 What is the length of stay for holidaymakers on the island of Ireland? Length of stay 1 5 nights nights nights nights 2 Average number of nights 5.6

3 Where do holidaymakers stay? (Distribution of bednights) Accommodation Hotels 31 Guesthouses & B&B's 21 Rented 6 Caravan/Camping 0 Friends & Relatives 19 Other 22 Where do holidaymakers visit on the island of Ireland? Regions visited Dublin 91 Midlands East 5 South Eastern 2 South West 19 Midwest 8 Western 26 Northwest 2 Northern Ireland 11 How many holidaymakers use a car? Car Usage Car Not Used 79 Car Hire 20 Car Brought 1 How do holidaymakers make their travel arrangements? Travel Arrangement Package 2 Independent 98 Use of internet to book part of trip** Yes 95 No 5 Items booked online** Air Sea tickets 93 Accommodation 67 Car hire 15 Other 0

4 Sites visited if using the internet** Travel Agent's website 5 Specific accommodation provider's website 18 Specific Air/Sea Carrier's website 64 General holiday search portal 28 Tourist Board's website 13 Other site with general info on Irish holidays 6 User Generated Sites e.g. Blogs / Trip Advisor 7 Car Hire Website 13 Social Networking Sites e.g. Facebook 1 Other 1 Have holidaymakers been to the island of Ireland before? Familiarity First visit 74 Repeat visit 26 Born on the island of Ireland 0 What is the social class profile of holidaymakers? Social Class AB 35 C1 52 C2 9 DEF 4 What age are holidaymakers? Age Under Who do holidaymakers travel with? Party Composition Alone 29 Couple 24 With family 12 Other Adult Party 34

5 What sites of historical interest do our holidaymakers visit?** Any Of The Below 95 Ancient Celtic sites 19 Churches/Cathedrals 71 Historic Houses/Castles 68 Monuments 49 Heritage/Interpretative Centres 47 Museums/Art Galleries 46 Other Sites Of Cultural Historical Interest 9 None Of These 5 What pastimes/events do our visitors engage in?** Visited Gardens 46 Visited National Parks/Forests 37 Attended An Organised Sporting Event 2 Tracing Roots/Geneology 1 Attended Cultural Event/Festival 5 Used Spa Facilities 2 None Of These 30 What activities do our holidaymakers engage in?** Fishing 0 Equestrian Pursuits 0 Cycling 2 Golf 5 Hiking/Cross Country Walking 8 Other Water Based Activities 1 How much travelling do our holidaymakers do in Ireland?** Regionality Segments Dublin Only 59 Tourer 19 Static Regional 5 Two Bases 16 Where do our holidaymakers come from?** Barcelona Metropolitan 15 North East 7 East 8 South 7 Madrid Metropolitan 37 Centre 6 North West 9 North Centre 11 sources: Failte Ireland's Survey of Travellers (SOT) and NITB / NISRA's Northern Ireland Passenger Survey (NIPS)

6 What do holidaymakers think of Ireland? What are the top things people from Spain hope to see, do or experience in Ireland? source: Tourism Ireland's Global Brand Tracker Spanish people surveyed at home Did the desire for these experiences influence Spanish holidaymakers' decision to visit?* source: Failte Ireland's Visitor Attitude Survey 2012 * NB: Northern Ireland attractions such as the Giant's Causeway not included in this question Holidaymakers who said yes Spain An Irish pub 94 An Irish castle 80 Dublin's heritage and culture 79 The Cliffs of Moher 53 The Ring of Kerry 37 Connemara 32 The Rock of Cashel 26 The Spanish like to include a mix of Dublin with its culture and city brealk experience alongside Ireland's landscape and castles. The cliffs of Moher are a particular draw for them, as is the coast generally. The Irish pub and the chance to banter with Irish people are key for their holiday experience too. Did you experience any of the following on your holiday in Ireland?* source: Failte Ireland's Visitor Attitude Survey 2012 * NB: Northern Ireland attractions such as the Giant's Causeway not included in this question Holidaymakers who said yes Spain Have you listened to live music in a pub? 94 Have you visited coastal towns? 90 Have you tasted Guinness? 86 Have you visited food or craft markets? 79 Have you took part in a city tour? 65 Have you followed a literary trail? 13