Tourism hotspots set sights on domestic travellers
Irish hotels, campsites and self-catering providers are starting to report a pick-up in bookings as they prepare for ‘post-pandemic’ staycations, writes Pól Ó Conghaile
VISITORS are leaving the ‘dreaming phase’ and actively booking holidays. That’s one of the top-line takeaways in new consumer research soon to be published by Fáilte Ireland, which suggests Irish holidaymakers are starting to shift staycation gears.
With the Government’s roadmap under way, and holiday accommodation set to open “on a limited occupancy basis” from July 20, “shortbreak intentions have climbed to levels not seen since March”, the research reveals.
“Online traffic has increased since the announcement of July 20 as a reopening date,” the Irish Hotels Federation (IHF) confirms, while Dalata, Ireland’s largest hotel group, says it has had “a steady pick-up in bookings” across its Maldron and Clayton brands, “with a particular emphasis” on July and August.
“There is more demand for self-catering than we can cater for from July 20 to early September,” says Carmel Flynn, head of sales and marketing at Parknasilla Resort & Spa in Co Kerry.
It’s not just hotels either. “There’s been huge interest,” the Irish Caravan & Camping Council reports.
“Some parks’ online booking systems even crashed.”
The surge comes as households have been cooped up for more than two months. Tourism businesses devastated by Covid-19 – and now facing the prospect of virtually zero overseas visitors, coach tours, big weddings or festivals this year – are trying to figure out how to court domestic customers.
“The new full is probably about 40pc to 50pc of where we were,” says Colin Ahern, chair of Kilkenny Tourism and general manager of the Kilkenny Ormonde Hotel – referring to what ‘limited occupancy’ may mean for hotels after July 20.
But he is bullish. While some counties are cautious about when and how to welcome outsiders, Kilkenny is on the move, buoyed by a booking revenue rise of “300pc” in May over April.
“We’re very lucky in Kilkenny in that we have a very accessible city and county,” Mr Ahern says, talking up its “wide open spaces”, sizeable hotels and bars for social distancing and familiarity with Irish visitors.
“We will be able to accommodate and welcome people to Kilkenny in a responsible and safe manner,” he asserts. “That’s something some other towns and cities can’t do.”
Others may disagree. A ‘Kinsale Comeback Campaign’ is under way in west Cork, Limerick is working with
MC Saatchi on a marketing drive, and Wexford’s Chamber of Commerce has advocated pushing for “first mover advantage” in promoting itself as the No 1 destination in the country.
The challenge, clearly, lies in balancing a desire to save businesses and jobs while reassuring visitors that they and their families will be able to holiday safely.
Fáilte Ireland and the IHF will shortly publish new operating procedures finalising hygiene, distancing and occupancy guidelines – but the clock is ticking, and hotels and destinations have been forging ahead.
“Socially distant staycation packages” start from €79pp B&B at Hotel Westport from July 20, for example – with “post-pandemic” activities including bike hire on the Great Western Greenway, a new socially-distanced family bush camp and a pop-up restaurant venture with Cian’s of Bridge Street.
The hotel is planning to reopen with the “highest standard of cleanliness and social distancing”, it says – including the pre-booking of breakfast and pool time slots.
Guests arriving at Dromoland Castle from July 20, meanwhile, will undergo temperature checks at the entrance to its estate, and the five-star hotel is teaming up with Ashford Castle on a “legendary castles” deal offering two nights at each property from €1,800 for two people, available to book from June 1.
At Parknasilla, Ms Flynn says guests can expect a lot of changes – from managed access to the hotel, to a new takeaway option for lodges and all-day dining by reservation.
Though “selling cautiously”, the resort is noting a rise in interest in longer breaks – for four days on average, opposed to the normal 2.5 – as well as dinner-inclusive packages.
Early-bird bookers are revealing other trends, too.
Fáilte Ireland’s research, for example, suggests that families with pre-teen and teenage children are zeroing in on July and August; while pre-school families are pushing trips into September and October.
“Many properties are reporting that longer, two-nightplus stays of B&B and dinner (BBD) packages are popular,” adds Laura Bowe of Marlfield House, who is also chairperson of Ireland’s Blue Book.
Bookings began to resume after the July 20 date was announced, she says, and members are “thinking outside the box, planning on-site activities and tailored packages for longer-stay guests”.
“After such uncertainty, we are now beginning to feel more positive.”
The pick-up is all relative, of course – cancellations have decimated the industry, everything depends on public health guidelines and containing the virus, and not everyone is reporting a lift.
“I feel that as a city hotel we will be slower to see an uplift in bookings as the hotels in the countryside, near beaches and national parks are probably seeing a more noticeable lift,” says Brian Bowler, general manager of the Montenotte Hotel in Cork.
Bookings remain “few and far between”, he says, but the hotel still plans to open its restaurant on June 29, getting the wheels turning ahead of a July 20 return.
“The IHF/Fáilte Ireland guidelines have still not been published, which is now very late as hotels are very busy with reservations,” another industry source says.
“It is very disjointed, especially when you compare Ireland to the measure and thought process which the New Zealand government is following.”
Reassuring customers on health and safety is “the most important job that we have to do”, Mr Ahern adds.
But Kilkenny isn’t hanging around.
“Everyone’s getting on with it,” he says.