60% of UK travellers prioritise greener holidays, study finds
Eco-friendly sentiments were most pronounced among younger travellers, with 26% aged 25 to 34 citing it as their top priority when travelling
Some 61% of UK travellers have reported that they consider sustainability when planning their holidays, according to new research from InsureandGo.
The research was based on a survey of over 2,000 holidaymakers who were asked how they address the climate emergency in the context of overseas travel.
A notable 18% of respondents revealed that sustainability is the “cornerstone of their holiday planning”, making it their top priority. Additionally, 43% said they were taking small steps towards greener travel.
With sustainability in tourism being a major focus at the 25th session of the UNWTO General Assembly in October, the data revealed a substantial demand from customers for greener options.
The research also found that the proportion of travellers who said they do not make any attempt to adjust their holiday to travel more sustainably fell to 12% from 15% a year ago, reinforcing the emerging trend towards greener travel.
Overall, eco-friendly sentiments were most pronounced among younger travellers, with 26% aged 25 to 34 citing it as their top priority when travelling.
The data also revealed differences based on frequency of travel: among those who take one holiday a year, 27% said sustainability was their top priority, while those who go on multiple overseas holidays each year (16%) prioritised sustainability.
A substantial 57% said they consider sustainability, but would not give up the holiday they really wanted in the name of sustainability.
Finally, while the importance placed on sustainability practices of companies is not yet a deal-breaker for the majority, results showed that more than a quarter felt it was “extremely” important for their airline (26%) or hotel (26%) to support sustainable practices.
Chris Rolland, CEO of InsureandGo, said: “Our research is another indication of the strong demand for greener travel options. Customers are open to options that minimise their impact on the environment, while still enjoying their holidays.
“What is also interesting from the research is the expectations customers have on all parties involved in providing their holiday. This issue is going from being a nice-to-have to a must-have for many, and it is up to the industry to meet these expectations.”
