FranceMarketProfile
Holidaymakers at a glance ... When do holidaymakers arrive?
Month Of Arrival
January ‐ March
January
February
March
April
May
June
July
August
September
October
November
December
October ‐ December
%
10%
2%
2%
6%
12%
11%
15%
16%
20%
6%
6%
2%
1%
9%
When did holidaymakers decide to visit?**
Month Decided to visit
Pre‐September (previous year)
Oct‐December (previous year)
January
February
March
April
May
June
July
August
September
October
November
December
%
4%
13%
15%
12%
14%
12%
6%
6%
8%
5%
4%
1%
0%
0%
When did holidaymakers make a reservation?**
Month reserved part of trip
Pre‐September (previous year)
Oct‐December (previous year)
January
February
March
April
May
June
July
August
September*
October*
November*
December*
%
0%
8%
13%
12%
15%
13%
9%
9%
10%
4%
5%
1%
0%
0%
How do holidaymakers travel to the island of Ireland?
Air vs. Sea
Air Sea
%
66%
34%
What is the length of stay for holidaymakers? Length of stay
1‐5 nights
6‐8 nights
9‐14 nights
15+ nights
Average number of nights
%
35%
31%
22%
12%
8.9
Where do holidaymakers stay? (Distribution of bednights)
Accommodation Hotels
Guesthouses & B&B's
Rented
Caravan/Camping
Friends & Relatives
Other
%
20%
23%
13%
8%
13%
24%
Where do holidaymakers visit on the island?
Regions visited
Dublin
Midlands East
South Eastern
South West
Midwest
Western
Northwest
Northern Ireland
%
65%
13%
20%
46%
19%
47%
8%
9%
How many holidaymakers use a car?
Car Usage
Car Not Used
Car Hire
Car Brought
%
48%
24%
28%
How do holidaymakers make their travel arrangements?
Travel Arrangement
Package
Independent
%
21%
79%
Use of internet to book part of trip**
Yes
No
%
86%
14%
Items booked online**
Air‐Sea tickets
Accommodation
Car hire
Other
%
83%
52%
15%
0%
Sites visited if using the internet**
Travel Agent's website
Specific accommodation provider's website
Specific Air/Sea Carrier's website
General holiday search portal
Tourist Board's website
Other site with general info on Irish holidays
User Generated Sites e.g. Blogs / Trip Advisor
Car Hire Website
Social Networking Sites e.g. Facebook
Other
%
5%
12%
55%
15%
20%
5%
3%
11%
0%
2%
Have holidaymakers been to the island before?
Familiarity
First visit
Repeat visit
Born on the island of Ireland
%
65%
34%
2%
What is the social class profile of holidaymakers?
Social Class
AB
C1
C2
DEF
%
29%
58%
11%
2%
What age are holidaymakers?
Age
Under 16
16‐24
25‐34
35‐44
45‐54
55+
%
12%
20%
22%
19%
12%
15%
Who do holidaymakers travel with?
Party Composition
Alone
Couple
With family
Other Adult Party
%
20%
36%
25%
19%
What sites of historical interest do our holidaymakers visit?**
Any Of The Below
Ancient Celtic sites
Churches/Cathedrals
Historic Houses/Castles
Monuments
Heritage/Interpretative Centres
Museums/Art Galleries
Other Sites Of Cultural Historical Interest
None Of These
%
88%
30%
47%
58%
45%
39%
39%
23%
12%
What pastimes/events do our visitors engage in?**
Visited Gardens
Visited National Parks/Forests
Attended An Organised Sporting Event
Tracing Roots/Geneology
Attended Cultural Event/Festival
Used Spa Facilities
None Of These
%
44%
46%
3%
0%
12%
1%
32%
What activities do our holidaymakers engage in?**
Fishing
Equestrian Pursuits
Cycling
Golf
Hiking/Cross‐Country Walking
Other Water Based Activities
%
3%
4%
8%
2%
18%
5%
How much travelling do our holidaymakers do in Ireland?**
Regionality Segments
Dublin Only
Tourer
Static Regional
Two Bases
%
26%
39%
20%
15%
Where do our holidaymakers come from?**
Paris Region
Paris Basin East
Paris Basin West
North
East
West
South East
South West
Mediterranean
%
28%
5%
7%
1%
3%
22%
7%
17%
9%
sources: Failte Ireland's Survey of Travellers (SOT) and NITB / NISRA's Northern Ireland Passenger Survey (NIPS)
WhatdoHolidaymakersthinkofIreland?
What are the top things French people hope to see, do or experience in Ireland?
source: Tourism Ireland's Global Brand Tracker 2012 - 1000 French people surveyed at home
Did the desire for these experiences influence French 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
An Irish pub
An Irish castle
Connemara
The Ring of Kerry
The Cliffs of Moher
Dublin's heritage and culture
The Rock of Cashel
France
%
88%
78%
64%
59%
58%
54%
21%
The Irish countryside is hugely iconic for the French. Especially Connemara. They are drawn to coastal villages and food or craft markets too ‐ and Irish pubs with the promise of live music .
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
Have you listened to live music in a pub?
Have you tasted Guinness?
Have you visited coastal towns?
Have you visited food or craft markets?
Have you took part in a city tour?
Have you followed a literary trail?
France
%
92%
86%
92%
72%
41%
12%
After their first holiday in Ireland, what do French holidaymakers say makes Ireland unique?
source: Tourism Ireland's PromEx study 2007
What have first‐time holidaymakers from France said about their holiday in Ireland?
source: Tourism Ireland's PromEx study 2007
Ireland is even more beautiful than I could have imagined, the Irish are very warm, and you can really unwindi n this country where stress just doesn't exist.
The landscapes , the colours, the friendliness of the Irish, the ambience of the pubs... everything is truly magical and mystical in Ireland.
What makes Ireland memorable? Landscapes that are found nowhere else, preserved historical sites, and the possibility of discovering the country by ourselves.
The landscapes, the youthful population, the dynamism of the country, all of this is nice.
Ireland has an identity that is unique and not found elsewhere. We feel that the Irish love their country and this is really felt.
What makes Ireland unique? The landscapes and nature ‐
authenticity.
Ireland is unique in its natural landscapes , its creative nature (architecture, culture, society) and its friendliness.