Download Great Britain - Failte Ireland

MARKET BOOK
GREAT BRITAIN
Great Britain (GB) is the largest of Ireland’s source markets, with
4.1m visitors in 2014, rising to 4.5m in 2015 – a 10% increase.
91% state they would visit Ireland. The GB market tends to visit
more in the early part of the year (January – March) than
other markets, with a lower proportion of visits over the summer
months. This is reflected in the high proportion of people both
making the decision to visit and booking in the autumn
(October – December the previous year). They stay an average
of 5 days, and prefer hotels (33%) rather than guesthouses.
Not surprising, a higher proportion of those visiting from GB than
other markets stay with friends and relatives (26%). For this
market, their trip to Ireland is less likely to be their main summer
holiday of the year, but a short break early in the year.
Great Britain excludes Northern Ireland
KEY POINTS
The countryside is
less of a draw for this
market, though the
Wild Atlantic Way
does appeal
Take shorter trips
than other markets,
happening earlier
in the year
More likely to be
a repeat visit, based
around Dublin or a
specific region
KEY SEGMENTS:
WHAT THEY WANT MOST
FROM A HOLIDAY IN IRELAND?
BRAND THAT APPEALS THE MOST
TO THIS SEGMENT?
CULTURALLY
CURIOUS:
GB Culturally Curious are looking for something new,
which might challenge the perceptions they already
have about the country. They are looking to broaden
their minds, to understand more about the place,
from the point of view of the locals.
Wild Atlantic Way is the best fit for this
group. They are drawn by the stunning
scenery, but also the close relationship
with ancient Irish culture, and the use of
the Irish language.
This extends to wanting to try local food and
drink, and to explore the place thoroughly.
Ireland’s Ancient East also appeals to
this group, particularly around personal
stories, told in an authentic Irish voice.
GB Social Energisers want to enjoy and participate
in the local nightlife the most. They are looking
to come over to Ireland (and probably Dublin) for a
short break or long weekend and have a good time!
They are motivated by having fun and experiencing
new things.
Dublin appeals most to this group, and
is also the proposition most familiar to
the group.
4.7m visitors
in this segment
with 4.2m warm
to Ireland
SOCIAL
ENERGISERS:
3.4m visitors;
2.6m warm to
Ireland
They do not want to relax, or slow down, but to pack
as much into their short visit as they can. They are
happy to meet locals as well as other tourists, as long
as it all adds to the fun.
GREAT
ESCAPERS:
5.6m visitors;
4.5m warm to
Ireland
GB Great Escapers are more relaxed than in some
other markets. They do want to explore the place,
but at a gentle pace. They have come over to Ireland
to spend some time with their families, and do not
want this to be rushed by trying to do too much.
They do like the countryside, but if this is not
convenient for them, then this is less important
than the quality time they intend to spend with
family and friends.
They are less interested in the ability to get
out of Dublin to the coast or villages, and
more in spending time in Dublin, meeting
Dubliners and seeing the sights.
Wild Atlantic Way has the best brand
appeal for this group. They are not
particularly interested in the cultural links
along this coastline, or in meeting the
people. They are also not as interested in
the hiking as some other markets. What
they really like about this brand is the
beaches and the stunning scenery.
TOP EXPERIENCES
For GB visitors, this is often a repeat trip and they are not aiming to do too much on any given visit.
It is also often a shorter trip than their international counterparts.
They are happy to look around historic sites, preferring built offers (e.g. castles, houses). They are the
most Dublin bound of the markets, or will visit a specific region – they are much less likely to be
touring around than other markets. For the Culturally Curious, they will be exploring Dublin or
a specific region, looking for activities such as museums and concerts. For the Social Energisers,
Dublin is about being the fun place to be, and making the most of what it offers.
Irish pubs are important to this market, along with Castles and Dublin’s heritage,
but the wider countryside offer is less appreciated than in other markets.
MARKET BOOK
GREAT BRITAIN
Great Britain excludes
Northern Ireland
DECIDE TO VISIT &
BOOK IN OCT-DEC
AVERAGE STAY
5
BOOK EARLY
10%
DAYS
INCREASE
IN VISITOR
NUMBERS FROM
2014 TO 2015
Visit more in the
early part of the year
(January – March)
than other markets,
PREFERENCE FOR
Hotels, friends
& family
OVERALL THE GB MARKET ENJOYS
Mostly Dublin bound of
all the source markets
The countryside
is less of a draw
for this market
Shorter trips are more
likely to be a repeat visit
hence less likely to tour
IRISH PUBS
SEGMENTS & BRAND FOCUS
CULTURALLY CURIOUS:
SOCIAL ENERGISERS:
GREAT ESCAPERS:
WILD ATLANTIC WAY &
IRELAND’S ANCIENT EAST
DUBLIN
WILD ATLANTIC WAY
Broaden their minds
Want to participate in local
nightlife
Explore the place at their
own pace
Want to have fun
Spend quality time
Understand the place
Hear personal
stories
Beaches and scenery