MARKET BOOK USA Seek novel and stand out experiences Interested in a range of different activities and historical sites Want to get the most out of the experience The USA is the 2nd largest of Ireland’s source markets, with 1.7m visitors in 2014, rising to 1.2m in 2015 – a 12% increase. American people make 96.9million outward visits per year, with 95% stating they would visit Ireland. There are two different groups within this market in terms of deciding to visit and making a booking, with one group deciding very early (e.g. mid to end of the previous year) and another group making the decision in March. They stay an average of 7 days, and have a significant preference for hotels (56%) rather than guesthouses. Other types of accommodation are very rarely used. KEY POINTS
Transcript
MARKET BOOK
USA
Seek novel
and stand out experiences
Interested in a range of different
activities and historical sites
Want to get the most out of the experience
The USA is the 2nd largest of Ireland’s source markets,
with 1.7m visitors in 2014, rising to 1.2m in 2015 – a 12%
increase. American people make 96.9million outward visits per
year, with 95% stating they would visit Ireland. There are two different
groups within this market in terms of deciding to visit and making a
booking, with one group deciding very early (e.g. mid to end of the
previous year) and another group making the decision in March.
They stay an average of 7 days, and have a significant preference for
hotels (56%) rather than guesthouses. Other types of accommodation
are very rarely used.
KEY POINTS
KEY SEGMENTS: WHAT THEY WANT MOST FROM A HOLIDAY IN IRELAND?
BRAND THAT APPEALS THE MOST TO THIS SEGMENT?
CULTURALLY CURIOUS:
21.6m visitors in this segment with 19m warm to Ireland
American Culturally Curious are looking for novel experiences, something that really stands out more than any other source markets.
They are excited to be coming to Ireland and want to feel like they’ve really learned something by the time they leave – historic sites to visit and things to see and learn are what they are looking for.
Ireland’s Ancient East is the best fit for this group, with its historic stories, told in an authentic Irish manner.
However, the desire to find new places also means that the Wild Atlantic Way appeals to this group, along with the opportunity to make connections with Ireland’s cultural history.
SOCIAL ENERGISERS:
23m visitors; 20m warm to Ireland
American Social Energisers want to experience everything Ireland has to offer. They want to explore different foods, both local and gourmet, and are more interested in exploring the place and visiting historic sites than other Social Energisers. They are very much looking for new or famous things to share with their friends back home.
While they are sociable and happy to meet new people, this is less of a motivation than in other markets, focusing more on what they can see and do.
Ireland’s Ancient East and Dublin appeal to this group.
They like the personal stories that are told in Ireland’s Ancient East, about the people who left and the people who stayed.
Within Dublin, they want to see the famous places, and visit the iconic cultural sites in the city.
GREAT ESCAPERS:
14.9m visitors; 34.7m warm to Ireland
American Great Escapers still like to get away into beautiful scenery, but this is less of a draw for them.
They are more likely than other Great Escapers to be looking for gourmet food experiences, and a sense of being special – this is an opportunity for them to enjoy some of the finer things in life and relax in good company.
Wild Atlantic Way has the best brand appeal for this group. They like the idea of hiking off the beaten track, amidst stunning scenery.
Dublin does have some appeal for this group, particularly the idea that you can create your own personal experiences here – for the Great Escapers, it is all about creating shared memories.
TOP EXPERIENCES American visitors are looking to see new, exciting and iconic places. Having travelled such a long way, they are looking to pack in as much as they can. For the Culturally Curious, this involves seeing lots of historic sites and learning as much as they can while they are there. For Social Energisers, it is about being the first to see the sights as well as going to new places that people haven’t heard of. Great Escapers are more laid-back, looking at this as a big adventure, and taking the time to create memories with those they love.
Irish pubs are important to this market, but are far from the only draw. They are influenced by many different things that Ireland has to offer, from famous cliffs and rocks, to Irish castles and Dublin’s heritage.
American visitors enjoy a range of different historical sites of interest, and again, this is across the whole spectrum, from ancient Celtic sites to monuments and museums. They are most likely to be touring, so they make the most out of their time in Ireland.
BOOK VERY EARLY12% INCREASEIN VISITOR
NUMBERS FROM
2014 TO 2015
PREFERENCE FOR Hotels
BOOK & DECIDE MID TO END OF THE PREVIOUS YEAR AND ANOTHER GROUP MAKING THE DECISION IN MARCH
Novel, stand out and iconic experiences
Interested in a range of different activities – ancient Celtic sites, monuments, museums
