Irish holidaymakers are planning to take as many short breaks at home as they did last year but the number planning to take a short break abroad has fallen by 38 per cent, according to Fáilte Ireland.
The tourism development agency has just announced plans for its biggest ever campaign to boost the home holiday market. Television, radio, press and internet advertising will focus on the convenience and value of holidaying at home. This follows recent survey findings which showed that 34 per cent of people quoted the hassle of air and sea travel as a reason for taking a holiday at home.
Fáilte Ireland's regional development director, John Concannon, said research conducted in recent weeks had found that the majority of people were planning to cut spending on eating out and socialising this year while just one in ten said they would cut spending on holidaying at home.
Some 32 per cent said they would cut spending on eating out while 30 per cent said they would spend less on socialising. Some 23 per cent said they would spend less on holidaying abroad.
"While the Irish consumer is favourable disposed to taking a break at home this year, 71 per cent of people say they will compare costs and prices before making a final decision about the destination of their holiday," Mr Concannon said.
He urged hoteliers to take a long-term view when pricing rooms at times of concerts and festivals. "If you are going to put unrealistic pricing into the market place ...you are not going to get repeat business and it's all about repeat business."
The Fáilte Ireland research also found that 53 per cent of all home breaks were now planned using the internet. Google was the main site used, followed by the discoverireland.ie site run by Fáilte Ireland. However, the phone was used in 60 per cent of cases to book the holiday.
