Insight of the Month – May 2017
Wed 10th May 2017
Outdoor proves a popular medium to reach Summer Staycationers
Staycations have become increasingly popular in recent years with some Irish consumers dreaming of the Cliffs of Moher rather than the Costa del Sol. According to the latest figures from the Central Statistics Office, Irish consumers took 4.8 million holiday trips in Ireland last year, an increase of 4% on the previous year, and spent €1.1 billion while on holiday. Holiday trips abroad increased by 1% in comparison.
The latest Kantar Media study in the Republic of Ireland shows that 26% of Irish consumers chose Ireland as a destination to take a holiday in summer 2015. While 75% of these Summer Staycationers enjoy planning holidays, it seems they like to leave booking holidays to the last minute. 30% of Summer Staycationers booked a last minute holiday compared to 22% of those who booked summer holidays abroad.
Online is the key source of information for Summer Staycationers before booking a holiday. 63% used this as their main resource with 33% getting information from word of mouth.
The top 3 accommodation types preferred by Summer Staycationers were hotels, rented homes and B&Bs. When on holiday, food is top priority with 60% stating that eating well is the activity they most enjoy. 41% enjoy shopping and 36% enjoy visiting museums and monuments. The South West of Ireland is the top destination of choice followed by the West and South East.
When it comes to reaching this audience, research reveals that outdoor advertising is the ideal medium. 75% of Summer Staycationers have seen an outdoor ad in the past week. Further to that, upon seeing an outdoor ad 23% go online to find out more and 21% talk with friends about the product.
For more information on advertising on JCDecaux formats please contact firstname.lastname@example.org or call (01) 295 8170.
Sources: TGI 2016, CSO 2017
Summer Staycationers: those who holidayed in Ireland during June/July/August in the past 12 months
Last minute holiday: those who booked holidays/short breaks 2 weeks in advance