The vast majority of tourists coming to Ireland now buy some part of their trip online, according to a report issued today.
The Tourism and Travel Distribution in a Changed World report said some 80 per cent of tourists visiting Ireland in 2008 used the internet to buy some element of the trip and this usage would increase as mobile internet technologies, such as smart phones, increased their market share.
The report was commissioned by the Irish Tourist Industry Confederation (ITIC) to deal with the changes in how people buy travel and tourist products.
It found that 65 per cent of European travellers used websites as a first source in researching a holiday. More than one third started their research by using a search engine and almost half visited more than five websites before making a purchase.
It highlighted the need for tourism providers to manage their reputations online and monitor what is being said about their businesses on websites such as TripAdvisor.
Introducing the report, Minister for Tourism Mary Hanafin said the past week clearly illustrated the power of social networking sites. Referring to the controversy over Taoiseach Brian Cowen's Morning Ireland interview, she said it showed how easily a comment on a site such as Twitter could be sent around the world instantly.
The confederation's chairman Tom Haughey said the study highlighted the need for Irish tourism providers to respond to the internet's increasing role in researching, planning and booking holidays.
"However, product providers must continue to exploit traditional channels such as tour operators and travel agencies, many of whom have adapted their business models to take account of the internet, and who continue to channel very significant levels of business to Irish tourism," he said.
The two-volume report was compiled by CHL Consulting and AMAS and is available at www.itic.ie
