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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