UK The Ethical Traveller Market Report 2021
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Providing the most comprehensive and up-to-date information and analysis of the UK Ethical Traveller market, including the behaviours, preferences and habits of the consumer.
The sudden national and international lockdowns in March 2020 saw a wide shut-down of most travel operators and holiday companies, cancelling bookings or putting them on-hold until reopening. While this has seen a massive blow to the travel and holiday industry, it has also created potential opportunities once restrictions lift.
Thanks to the wide media coverage, customers are now more aware of the environmental impact on popular holiday spots as the areas recover due to low footfall over the past year. Overcrowding is now seen as the third-highest ethical priority for companies, behind reducing carbon emissions and encouraging recycling.
Once lockdown restrictions end and pollution levels start to rise again, companies may jump on this increasing awareness of the environment. As well as promoting low environmental impact activities away from the usual tourist sites, such as hiking, there are also opportunities to reconnect with local culture both abroad and at home.
However, with 28% of Brits now reporting to be either ‘a little worse off’ or ‘much worse off’ in January 2021, from 22% in 2020, financial uncertainty may push ethical concerns to the background while the economy recovers. While 88% of British adults were planning on going on holiday in the next three tears, 26% intended on taking fewer breaks for both environmental and economic reasons.
Brands: TripAdvisor, British Airways, Premiere Inn, Intrepid, United Airlines, Lonely Planet, Natural Britain, TUI, Booking.com, Hilton, Virgin Atlantic, Expedia, Marriott, Jet2holidays, Loveholidays, Holiday Inn, Travelodge, On the Beach, Best Western, Jet2.com, easyJet, Airbnb, Ryanair.
Written by Marloes de Vries, a leading analyst in the Travel sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Consumers’ desire to avoid crowds provides operators and destinations with an opportunity to promote activities with a low environmental impact such as hikes in wide open spaces and cycle tours with stops at local farms. In the longer term the focus will shift back to the health of the planet, putting pressure on brands to go beyond carbon-neutral targets and to aim for climate-positivity.
Marloes de Vries
Associate Director – Travel
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