Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
- UK ethical consumer spend surpassed £41 billion in 2018
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- Figure 1: UK ethical consumer spending, 2010-18
- Record travel growth poses difficult questions
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- Figure 2: Number of domestic and overseas holidays taken by UK residents, 2014-19
- Travel lags behind other sectors when it comes to consumer consideration of ethical factors
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- Figure 3: Ethical consideration taken into account, by retail sector, January 2019
- Companies and brands
- The consumer
- 28% of holidaymakers are estimated to be ‘soft ethicals’…
- …and 7% are estimated to be ‘hard ethicals’
- Carbon reduction and recycling are the leading priorities for travellers
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- Figure 4: Ethical travel priorities, November 2019
- Almost half of holidaymakers have experienced guilt about flying
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- Figure 5: Impact of environmental concerns on flying, November 2019
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- Figure 6: Intentions to fly on holiday over the next five years amongst recent fliers, November 2019
- Support for frequent flier levy
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- Figure 7: Attitudes towards the cost of flying, November 2019
- Most travellers think companies should pay to make holidays more sustainable, but 39% are prepared to pay more
- Half of holidaymakers think ‘Fairtrade’-style labelling would nudge them into more ethical decisions
- A good ethical reputation can boost viral marketing
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- Figure 8: Attitudes towards ethical travel, November 2019
- What we think
Issues and Insights
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- Local cultural experiences and use of public transport are among the most effective ways to promote ethical travel in destinations
- The facts
- The implications
- Travellers are willing to ‘put something back’ through local clean-ups and other activities
- The facts
- The implications
- Flexi foodies
- The facts
- The implications
- Kicking the bucket-list
- The facts
- The implications
The Market – What You Need to Know
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- UK ethical spend rose by 89% between 2010 and 2018
- Soft ethical travellers…
- …and hard ethical travellers
- Holidays are at record levels
- The limits of growth
- Offsetting proves controversial
- Green Speed rail project mooted
Market Drivers – Ethical Consumerism
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- UK ethical consumer spend is over £40 billion a year
- Labelling has made food and drink the biggest ethical spend category
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- Figure 9: UK ethical consumer spending, 2010-18
- Half of consumers are prepared to boycott unethical companies
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- Figure 10: Attitudes towards ethical/unethical companies, November 2019
- Travel lags behind other consumer sectors when it comes to ethical choices
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- Figure 11: Ethical consideration taken into account, by retail sector, January 2019
- Environmental policy is a low booking priority for holidaymakers
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- Figure 12: Main reasons for choosing travel company, package vs independent, February 2019
- ‘Soft ethical’ and ‘hard ethical’ travellers
Market Drivers – The Travel Market
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- 2019 looks like another record year for holidays…
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- Figure 13: Trends in the number and value of domestic holidays taken by UK residents, 2014-18
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- Figure 14: Trends in the number and value of overseas holidays taken by UK residents, 2014-18
- …but record growth brings new problems
- Dealing with overtourism
- Tourism taxes
- The climate emergency
- UK commits to net zero by 2050
- Aviation emissions – global
- Low fares and over-capacity have fuelled rise in air travel
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- Figure 15: Volume of overseas holidays taken by UK residents, by main mode of travel, 2014-18
- Aviation emissions – UK
- Carbon offsetting continues to be controversial
- Cruise/ferry operators are launching cleaner vessels
- Green Speed rail could open up aviation alternatives
- Certification is improving but is still a barrier to ethical travel choices
- TUI’s greener, fairer pledge
Companies and Brands – What You Need to Know
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- Cities of the future
- Wild at heart
- Green challenge
- The war on plastic
- Meat-free tours
- Slow train coming
Launch Activity and Product Trends
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- Green city breaks
- Eco challenge
- Rewilding nature, rewilding people
- Plastic-free travel
- Plant-based travel
- Taking the slow lane
The Consumer – What You Need to Know
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- Reducing emissions and recycling are seen as the leading priorities
- Reducing poverty is a key priority for long-haul travellers
- Flight guilt takes off
- UK breaks and foreign train travel will acquire social kudos
- Six in 10 think companies should pay for sustainability, but four in 10 are willing to pay extra
- Consumers would respond to clearer ethical travel labelling
- 35% of travellers have recommended a travel company because of its ethical reputation
Consumer Priorities for Ethical Travel
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- Decarbonisation and recycling are seen as the biggest ethical travel priorities overall
- Poverty reduction is a leading priority for long-haul travellers
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- Figure 16: Ethical travel priorities, November 2019
- Travellers are positive about sustainable hotel practices but often forget to recycle
- Green holidays can be a catalyst for lifestyle changes
Attitudes Towards Flying
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- Six in 10 holidaymakers travel by air
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- Figure 17: Transport modes used for holiday, November 2019
- 22% of air travellers are ‘frequent holiday fliers’
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- Figure 18: Frequency of holiday flying, November 2019
- Almost half of holidaymakers have experienced flight guilt
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- Figure 19: Impact of environmental concerns on flying, November 2019
- 18% of recent holiday fliers expect to reduce/stop flying in the next five years
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- Figure 20: Intentions to fly on holiday over the next five years, November 2019
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- Figure 21: Intentions to fly on holiday over the next five years amongst recent fliers, November 2019
- Environmental and financial concerns are the main reasons people will consider flying less
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- Figure 22: Reasons for flying less/not flying over the next five years, November 2019
- Train brag
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- Figure 23: Likely effect of travel behaviour on concerns about flying, November 2019
- Conflicted travellers
- 37% of travellers under 40 agree the cost of flying should increase
- 38% of holidaymakers support a frequent flier levy
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- Figure 24: Attitudes towards the cost of flying, November 2019
Attitudes Towards Ethical Travel
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- 39% of travellers say they’d be willing to pay extra for an ethical holiday
- Better labelling has the potential to unlock ethical travel purchases
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- Figure 25: Attitudes towards ethical travel, November 2019
- A strong ethical reputation leads to customer referrals
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- Figure 26: Attitudes towards ethical reputation and policy of travel companies, November 2019
Ethical Travel in the Local Destination
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- Over-45s are the most likely to say my money should benefit the local people
- Rising demand for local experiences can help promote ethical tourism
- Travel companies can do more to promote local public transport
- Half of holidaymakers are willing to take part in an environmental activity
- Travel brands need to adapt to flexitarian trend
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- Figure 27: Attitudes towards ethical travel in the local destination, November 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Definitions
- Abbreviations
- Consumer research methodology
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