New research shows environmental credentials increasingly valued by consumers
New ABTA research released today* as the travel industry meets at the World Travel Market in London, reveals that travel companies with a good environmental record are increasingly gaining a commercial advantage, with three out of ten consumers (29%) saying they would be likely to choose one company over another based on their environmental record, up from one in five (19%) in 2011.
The survey also reveals a steady increase in the number of people prepared to pay more for a holiday with a company based on a better environmental and social record. A quarter of people (25%) said they would be prepared to do so, up from one in five (19%) in 2011, after having dropped to only 14% in 2012.
There is growing sentiment amongst consumers that it is the travel company's responsibility to be environmentally responsible. Over four in ten consumers (45%) agree with this, up from a third (31%) in 2011. Only one in ten (13%) think this is not the case. The majority of consumers (62%), also believe that travel companies should ensure that their holidays help the environment, with only 5% disagreeing.
One in four consumers (40%) believe that holidays should have an environmental and social rating, such as provided by the Travelife scheme, with only 16% disagreeing.
25-34 year olds are the most likely age group (37%) to choose one company over another based on their environmental record. They are also the most likely (34%) to be prepared to pay more for a holiday with a company based on a better environmental and social record. Those with a young family are also the most likely (37%) to be willing to pay more for a holiday with a company based on a better environmental and social record.
Nikki White, ABTA Head of Destinations and Sustainability said: “This new ABTA research shows that there is a growing appetite for holidays that are provided responsibly. The fact that younger consumers, aged 25-34, are the most likely to value companies with a good environmental record suggests that we will see demand for environmental credentials further increase in the future. The public are also very clear in their views that they see it as the industry’s job to take responsibility for this and that there should also be certification systems in place such as ABTA’s Travelife scheme to ensure that they can quickly and easily identify companies that are taking greater steps in sustainability.”
*Consumer research was conducted by Arkenford Ltd (www.arkenford.co.uk) who specialise in tourism and leisure market research. The ABTA Consumer Trends survey generated response from a nationally representative sample of 2003 consumers using an online research methodology and related to holiday booking habits in the 12 months to August 2015. Fieldwork was conducted in July/August 2015.