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    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.

    About ABTA

    ABTA has been a trusted travel brand for over 65 years. Our purpose is to help our Members to grow their businesses successfully and sustainably, and to help their customers travel with confidence.

    The ABTA brand stands for support, protection and expertise. This means consumers have confidence in ABTA and a strong trust in ABTA Members. These qualities are core to us as they ensure that holidaymakers remain confident in the holiday products that they buy from our Members.

    We help our Members and their customers navigate through today's changing travel landscape by raising standards in the industry; offering schemes of financial protection; providing an independent complaints resolution service should something go wrong; giving guidance on issues from sustainability to health and safety and by presenting a united voice to government to ensure the industry and the public get a fair deal.

    ABTA currently has around 1,200 Members, with a combined annual UK turnover of £33.07 billion. For more details about what we do, what being an ABTA Member or Partner means, and how we help the British public travel with confidence visit www.abta.com. 

    *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.

    ABTA will be showcasing Travelife, its leading environmental and socially responsible certification scheme for accommodation suppliers, at the World Travel Market. Travelife for hotels and accommodation suppliers works with 1,400 members in 56 countries worldwide and its independent auditing system is recognised by the Global Sustainable Tourism Council.

    For further information contact:

    Sean Tipton, Media Relations Manager, tel: 020 3117 0513
    Daisy Parker, PR and Campaigns Manager, tel: 020 3117 0531
    Gillian Edwards, Senior Public Relations Manager, tel: 020 3117 0514
    Emma Lewis, Senior Relationships Executive, Travelife for Hotels & Accommodations, tel: 020 3693 0164

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