What you need to know

  • A third of adults say they consider how ethical a travel company is before buying products, but travel lags behind a number of other consumer sectors. Clearer, more widely recognised labelling would help to unlock the potential of ethical/environmentally-friendly travel.

  • Mintel estimates that 28% of holidaymakers are ‘soft ethical travellers’. This group is engaged enough to take the ethical values and policies of a travel company into account when researching a holiday, and prefers brands that embody their values. 7% of holidaymakers could be described as ‘hard ethical travellers’. This group is more pro-active and is likely to prioritise ethical/environmental values and policies when booking.

  • Almost half of holidaymakers have felt guilty about flying. Reducing carbon emissions and recycling are seen as the biggest issues for companies to address. Helping to reduce poverty in destinations is a leading ethical priority for long-haul travellers.

Covered in this Report

  • This Report considers consumer and industry responses to ethical travel, encompassing the environmental, economic and social/cultural impacts of travel. A number of related terms, including, sustainable and responsible travel/tourism have also been used throughout.

  • Holidays refer to overnight trips of at least one night made for leisure purposes. Trips for the purpose of visiting friends and family, business or other purposes are excluded. Data on the size of the domestic holiday market is for Great Britain and is sourced from GBTS. Data on the size of the overseas holiday market is sourced from IPS.

Back to top