"STAYCATIONS"

ROI TGI data can provide insights into social phenomena. One such example of this is the recent rise in the number of domestic holidays or “staycations” taken by Irish adults.

• 72% of Irish adults took at least one holiday or short break in the last 12 months, a slight increase from 2009. Meanwhile, more than 1.6 million Irish people opted for a “staycation” in 2010 – an increase of over 40% on 2009.

 • There are now 675,000 “staycation-only” holidaymakers ie those taking trips solely in the Irish Republic – up by over 200,000 since 2009. Irish domestic holidaymakers are also 29% more likely to take a holiday or short break in Northern Ireland.

• 48% of Irish adults holidayed abroad in 2010, this represents a fall of 170,000 from 2009 (53% of the population).

• The sharpest year-on-year fall in holidaymakers abroad is among those with a family income over €50,000 per year where 132,000 fewer adults took trips overseas in 2010.

• The average cost of a holiday varies dramatically with “staycations” costing €653 and holidays abroad €1,715. The average cost of a “staycation” short break is €463 and a short break abroad €558.

• Preferred activities of “staycation” adults include camping / walking (167), visiting parks / gardens (146) and visiting natural sites (146)*. Regular golfers are also 19% more likely than average to take a “staycation”.

• 26% of “staycation” holidays are booked entirely via telephone as are 29% of “staycation” short breaks. Whereas, only one in five consumers booking trips abroad used this method (with the majority preferring online).

• Domestic holidaymakers in the Republic of Ireland are more than half as likely to stay in a B&B or their own holiday home. Irish consumers taking short break “staycations” are 72% more likely to stay in a hotel (either full or half board).

• Irish domestic holidaymakers are 20% more likely to have purchased a product following a promotions campaign in a newspaper. In addition, 74% read a local paid-for weekly newspaper.

• Irish domestic holiday makers also find it important to maintain local institutions, for instance they are 23% more likely to “prefer not to shop in major high street chains” and they are 20% more likely to “prefer local radio because it covers local news.”

• When it comes to radio, they particularly enjoy soap operas, local entertainment and cookery shows.

Base: All adults 15+
Source: Republic of Ireland TGI 2010

* Number in brackets indicates the index value of that activity.