Table of Contents
Issues in the Market
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- Definitions
- Abbreviations
Insights and Opportunities
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- DIY – Do It Yourselves
- Every government must do its duty
- Fair trade souvenirs: go now, buy later
- The kids aren’t alright
Market in Brief
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- The British bargain breaks boom
- Crowded and clouded skies
- Who are the green travellers?
- Offsetting is on the up, but has miles to go
- Words not deeds
- Sceptics turn travel septic
- The right track
- A credible shade of green
- How holidays can save the world
Fast Forward Trends
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- Trend 1: Back to my roots: authenticity
- Definition
- Context
- Market touchpoints/implications
- Trend 2: Edutainment
- Definition
- Context
- Market touchpoints/implications
- Trend 3: Idol Worship
- Definition
- Context
- Market touchpoints/implications
- What is a Fast Forward?
Internal Market Environment
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- Key points
- Why stay at home when you can go away?
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- Figure 1: Domestic and overseas holidays and expenditure, 2001-06
- Must fly!
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- Figure 2: Passenger movements (scheduled and chartered) at UK airports, 2000-05
- Searching for the real deal
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- Figure 3: Inclusive holidays versus independent holidays, by volume, 2001-06
- A place in the sun
- The final frontier
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- Figure 4: Outbound holiday visits, by region visited, 2001-05
Broader Market Environment
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- Key points
- Have money, will spend
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- Figure 5: Trends in personal disposable income and consumer expenditure, 2001-11
- More people equals more holidays
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- Figure 6: Trends in the age structure of the UK population, by gender, 2001-11
- ABs lead the way in responsible travel
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- Figure 7: Forecast adult population trends, by socio-economic group, 2001-11
- The burgeoning third age
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- Figure 8: Forecast adult population trends, by lifestage, 2001-11
- Growth in the ethical consumer
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- Figure 9: Ethical consumerism in the UK, 2001-05
- Growth in the polluter consumer
Competitive Context
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- Key points:
- The move towards an ethical lifestyle
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- Figure 10: Environmental attitudes, October 2006
- Fair trade sales
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- Figure 11: Market size for ethical consumerism including fair trade retail sales and eco holidays, 2001-05
- Type of holiday taken
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- Figure 12: Volume of total eco holidays, against holidays abroad, 2001-05
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who's Innovating?
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- Tourism for Tomorrow Awards
- The First Choice Responsible Tourism Awards
- Voluntary Initiative for Sustainability in Tourism (VISIT)
- Making rail more appealing: The Railteam
- Tourism Industry Carbon Offset Service (TICOS)
- Straight from the horse’s mouth: Customer reviews on responsibletravel.com
- Making the white stuff green: The Green Resort Guide
- TTG ‘Scream if you’re green’ campaign
- ‘Green Badges’ in brochures
Market Size and Forecast
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- Key points
- Responsible travel taken
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- Figure 13: Market size, by volume and value, 2001-11
Dirty Tourism
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- Key points:
- Flying out of control
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- Figure 14: Method of travel, by value, 2001-05
- The environmental cost
- Government anger and plans
- Train in vain?
- Carbon offsetting: can we afford not to?
- Offsetting on the up…
- ...but doubts remain
- TICOS
Companies and Products
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- Key points:
- Operators bow to green pressure
- ATG
- British Airways
- BTCV
- The Co-operative Movement
- Dragoman Overland
- Eurostar
- Exodus Travel
- Explore Worldwide
- First Choice Holidays plc
- Lastminute.com
- Naturetrek
- Responsibletravel.com
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- Figure 15: Responsibletravel.com market size, by volume and value, 2004-07
- Silverjet
- The Adventure Company
- Thomas Cook
- Thomson
- Associations
- WTO
- WTTC
- Association of Independent Tour Operators (AITO)
- Tour Operators Initiative (TOI)
- The Travel Foundation
- Tourism Concern
- Federation of Tour Operators (FTO)
Holidays Taken
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- Key points:
- Holiday-taking a priority
- Where green turns grey
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- Figure 16: Holidays taken in the last 12 months, 2004-06
- More opportunity for interaction and education
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- Figure 17: Types of holiday taken in the last 12 months, 2004-06
- What do we want?
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- Figure 18: Holiday essentials, 2000-06
- Holidays taken detailed demographics
- Holidays abroad
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- Figure 19: Holidays taken abroad, by gender, age, socio-economic group, marital status, lifestage, presence of children, working status, household income, tenure, region, ACORN category, technology usage, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, supermarket usage, household size, car usage and detailed lifestage groups, October 2006
- Domestic holidays
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- Figure 20: Holidays taken at home, by gender, age, socio-economic group, marital status, lifestage, presence of children, working status, household income, tenure, region, ACORN category, technology usage, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, supermarket usage, household size, car usage and detailed lifestage groups, October 2006
- Types of holiday taken
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- Figure 21: Type of holiday taken, by gender, age, socio-economic group, marital status, lifestage, presence of children, working status, household income, tenure, region, ACORN category, technology usage, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, supermarket usage, household size, car usage and detailed lifestage groups, October 2006
- Most important factors on holiday
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- Figure 22: Most important factors on holiday, by gender, age, socio-economic group, marital status, lifestage, presence of children, working status, household income, tenure, region, ACORN category, technology usage, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, supermarket usage, household size, car usage and detailed lifestage groups, October 2006
- Figure 23: Further important factors on holiday, by gender, age, socio-economic group, marital status, lifestage, presence of children, working status, household income, tenure, region, ACORN category, technology usage, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, supermarket usage, household size, car usage and detailed lifestage groups, October 2006
Ethical Holiday Attitudes
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- Key points:
- The Tsunami changes hearts and minds
- Screen on the green
- Have awareness and care reached saturation point?
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- Figure 24: Attitudes towards ethical issues and holidaymaking, 2001-06
- Target the wealthy and the third age
- Young guns don’t go for it
- Following the Waitrose model
- Not ‘doing it for the kids’
- Community exchange
- Fair trade souvenirs: go now, buy later
- A date with responsibility
- Can pay, don’t pay
- Put your money where your house is
- Attitudes by holidays taken
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- Figure 25: Attitudes towards holidays, by destinations visited, October 2006
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- Figure 26: Attitudes towards holidays, by holiday organisation, October 2006
- Ethical holiday attitudes by detailed demographics
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- Figure 27: Most popular ethical attitudes, by gender, age, socio-economic group, marital status, lifestage, presence of children, working status, household income, tenure, region, ACORN category, technology usage, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, supermarket usage, household size, car usage and detailed lifestage groups, October 2006
- Figure 28: Other popular ethical attitudes, by gender, age, socio-economic group, marital status, lifestage, presence of children, working status, household income, tenure, region, ACORN category, technology usage, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, supermarket usage, household size, car usage and detailed lifestage groups, October 2006
The Transport Issue: Habits
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- Key findings:
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- Figure 29: Agreement with statements regarding holidays, October 2006
- ‘Do as I say, not as I do’
- Trans-Europe Excess
- SupEUrsavers
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- Figure 30: Travel habits, by gender, age, socio-economic group, marital status, lifestage, presence of children, working status, household income, tenure, region, ACORN category, technology usage, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, supermarket usage, household size, car usage and detailed lifestage groups, October 2006
The Transport Issue: Good Intentions Versus Bad Habits
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- Key findings:
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- Figure 31: Travel habits, by intentions, October 2006
The Transport Issue: Pay More to Keep Low-Cost
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- Key findings:
- If prices increase a quarter will continue to fly
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- Figure 32: Experience of and attitudes towards low-cost flights, October 2006
- The transport issue: Pay more to keep low-cost
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- Figure 33: Experience of and attitudes towards low-cost flights, by gender, age, socio-economic group, marital status, lifestage, presence of children, working status, household income, tenure, region, ACORN category, technology usage, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, supermarket usage, household size, car usage and detailed lifestage groups, October 2006
The Transport Issue: What are the Options?
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- Key findings:
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- Figure 34: Attitudes towards resposnibility and green alternatives, October 2006
- Guilty rich and thrifty youth
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- Figure 35: Attitudes towards responsible travel, by gender, age, socio-economic group, marital status, lifestage, presence of children, working status, household income, tenure, region, ACORN category, technology usage, Internet usage, daily newspaper readership, commercial TV viewing, TV reception, supermarket usage, household size, car usage and detailed lifestage groups, October 2006
Eco-tourism Targeting Opportunities
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- Key points:
- Five distinct target groups
- Ethno-Travellers (7% of holidaymakers or 2.2 million adult holidaymakers)
- Awares (29% of holidaymakers or 9.3 million adult holidaymakers)
- Theorists (10% of holidaymakers or 3.2 million adult holidaymakers)
- Relaxed (42% of holidaymakers or 13.5 million adult holidaymakers)
- Unconcerned (12% of holidaymakers or 3.8 million adult holidaymakers)
- Environmental attitudes
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- Figure 36: Environmental views of eco target groups, October 2006
- Low-cost airline use
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- Figure 37: Low-cost airline use of eco target groups, October 2006
- Holidays types taken
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- Figure 38: Holiday types taken, by eco target groups, October 2006
- Eco target groups detailed demographics
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- Figure 39: Eco target groups, by gender, age, socio-economic group, household income, tenure, ACORN category, commercial TV viewing, marital status, presence of children, working status, region, technology usage, supermarket usage and detailed lifestage groups, October 2006
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