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Holiday Lifestyles - Responsible Tourism - UK - January 2007

ISSUES IN THE MARKET
Definitions
 ABBREVIATIONS
INSIGHTS AND OPPORTUNITIES
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
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
 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
Key points
Why stay at home when you can go away?
Figure 1: Domestic and overseas holidays and expenditure, 2001-06
Must fly!
Figure 2: Passenger movements (scheduled and chartered) at UK airports, 2000-05
Searching for the real deal
Figure 3: Inclusive holidays versus independent holidays, by volume, 2001-06
A place in the sun
The final frontier
Figure 4: Outbound holiday visits, by region visited, 2001-05
BROADER MARKET ENVIRONMENT
Key points
Have money, will spend
Figure 5: Trends in personal disposable income and consumer expenditure, 2001-11
More people equals more holidays
Figure 6: Trends in the age structure of the UK population, by gender, 2001-11
ABs lead the way in responsible travel
Figure 7: Forecast adult population trends, by socio-economic group, 2001-11
The burgeoning third age
Figure 8: Forecast adult population trends, by lifestage, 2001-11
Growth in the ethical consumer
Figure 9: Ethical consumerism in the UK, 2001-05
Growth in the polluter consumer
COMPETITIVE CONTEXT
Key points:
The move towards an ethical lifestyle
Figure 10: Environmental attitudes, October 2006
Fair trade sales
Figure 11: Market size for ethical consumerism including fair trade retail sales and eco holidays, 2001-05
Type of holiday taken
Figure 12: Volume of total eco holidays, against holidays abroad, 2001-05
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO'S INNOVATING?
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
Key points
 RESPONSIBLE TRAVEL TAKEN
Figure 13: Market size, by volume and value, 2001-11
DIRTY TOURISM
Key points:
Flying out of control
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
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
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
Key points:
Holiday-taking a priority
Where green turns grey
Figure 16: Holidays taken in the last 12 months, 2004-06
More opportunity for interaction and education
Figure 17: Types of holiday taken in the last 12 months, 2004-06
What do we want?
Figure 18: Holiday essentials, 2000-06
 HOLIDAYS TAKEN DETAILED DEMOGRAPHICS
Holidays abroad
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
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
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
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
Key points:
The Tsunami changes hearts and minds
Screen on the green
Have awareness and care reached saturation point?
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
Figure 25: Attitudes towards holidays, by destinations visited, October 2006
Figure 26: Attitudes towards holidays, by holiday organisation, October 2006
 ETHICAL HOLIDAY ATTITUDES BY DETAILED DEMOGRAPHICS
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
Key findings:
Figure 29: Agreement with statements regarding holidays, October 2006
‘Do as I say, not as I do’
Trans-Europe Excess
SupEUrsavers
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
Key findings:
Figure 31: Travel habits, by intentions, October 2006
THE TRANSPORT ISSUE: PAY MORE TO KEEP LOW-COST
Key findings:
If prices increase a quarter will continue to fly
Figure 32: Experience of and attitudes towards low-cost flights, October 2006
The transport issue: Pay more to keep low-cost
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?
Key findings:
Figure 34: Attitudes towards resposnibility and green alternatives, October 2006
Guilty rich and thrifty youth
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
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
Figure 36: Environmental views of eco target groups, October 2006
Low-cost airline use
Figure 37: Low-cost airline use of eco target groups, October 2006
Holidays types taken
Figure 38: Holiday types taken, by eco target groups, October 2006
Eco target groups detailed demographics
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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