Tourism Ireland targets Senior Citizens in the UK

26th April 2010

Dear Member,

With a view to driving immediate business from the GB market and building on the success of the Golden Trekker Rail Pass initiative proposed by the IHF, Tourism Ireland will be launching a campaign aimed at those aged 66 and over in mid May in GB – the Senior Specials Passport.

There are just over 2 million people aged 66 and over within our target markets in GB and given their ability to travel at any time of year, relative higher levels of disposable income and affinity with Ireland we feel that a campaign targeting them with great offers has the ability to drive immediate business. The IHF identified the potential of this market and we believe that we have put a campaign together that will persuade them that NOW is the time to visit the island of Ireland.

Tourism Ireland will be putting almost €700,000 behind the campaign with a view to driving business from mid May to end August.

As there is a number of other destinations actively competing for Seniors Business we have designed the campaign to be simple, compelling and to give the island of Ireland stand out. As such, we are being prescriptive on pricing and have set rates at a level we believe will drive business.

Tourism Ireland is asking IHF members to take part in this initiative by providing packages in one of the price categories below. 

Please note that Tourism Ireland has asked that no single supplements apply to these packages.

Price Category 1

May/June                        2BB 1 Dinner Weekend                                     €75pps

May/June                        3BB 1 Dinner Midweek                                      €95pps

Price Category 2

May/June                        2BB 1 Dinner Weekend                                     €90pps

May/June                        3BB 1 Dinner Midweek                                      €95pps

Price Category 1

July/August                     2BB 1 Dinner Weekend                                     €95pps

July/August                     3BB 1 Dinner Midweek                                      €115pps

Price Category 2

July/August                     2BB 1 Dinner Weekend                                     €110pps

July/August                     3BB 1 Dinner Midweek                                      €115pps

To take part in this initiative, please email me at smythr@ihf.ie with the following information:

Select Price Category

Hotel/Guesthouse Name

Star Rating

Website Address

Telephone Number – Reservations

How many rooms you would like to apply to these packages

Please also make these packages available through your own website and reservations department.  The IHF will also load these packages on a specific Irelandhotels.com landing page which will also be promoted by Tourism Ireland.  All tourists who book these packages will be asked to supply their Golden Trekker pass on arrival at the Hotel or Guesthouse.

If you have any queries please do not hesitate to contact me at my email address smythr@ihf.ie or on 01 4976459.

Kind Regards,

Ronan Smyth

Marketing Executive