As the cost of living crisis eases, the holiday market volume is expected to reach new heights. The ageing population, who tend to be more affluent, will bode well for the sector. However, older travellers will need more encouragement to buy into the sustainable tourism market. Brands focusing on offering sustainable packages to ensure such holidays are as convenient as possible will appeal.
A notable number of consumers associate sustainable holidays with negative phrases such as ‘expensive’ or ‘a compromise’. To sway perceptions, brands should spotlight sustainable travel positively, intertwining appealing phrases to motivate travellers towards eco-conscious choices. Crafting campaigns that showcase sustainable holidays as being both luxurious and accessible, can captivate audiences. Creating guides which suggest eco-friendly travel practices can drive sustainable decision-making.
Working lifestyles are shifting towards flexibility and remote work, accelerated by COVID-19. The emergence of ‘digital nomad visas’ in various countries enables individuals to work remotely while travelling, promoting a blend of employment and leisure/voluntary work that aligns with the principles of slow travel. This sustainable approach to travel, endorsed by brands, tourism boards, and governments, emphasises a protection of both the environment and local communities.
The much-anticipated Global Outlook on Sustainability: A Consumer Study 2024-25 is now available to order. Covering 10,000 respondents from 10 leading economies, this report gives insights and inspiration on how best to position and position and prioritise your brands’ products. Download your copy today. Download your copy today.
This report is written by Jennie Bryans. Jennie researches and writes reports on the Travel & Leisure sectors, having joined Mintel in September 2021. She gathers compelling and actionable insight across demographic groups. Jennie previously acquired research and analytical experience whilst completing her Master of Research (MRes) in Political Economy from the University of Bristol.
Confusion is the main barrier towards sustainable holidays. Brands need to assist consumers to become more sustainable travellers and encourage eco-conscious choices.
Jennie Bryans
Senior Travel & Leisure Analyst
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