Travellers expect travel companies to be responsible

New research shows environmental credentials increasingly valued by consumers

New ABTA research released during 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.