71% of UK holidaymakers are interested in seeing information about the sustainability of a holiday before they make a booking. While sustainability may not yet be a top priority, there is a clear appetite among holidaymakers for learning more about the environmental impact of their travels. Although not currently a decisive factor in holiday decisions, going forwards, companies must be ready to provide accurate information about their sustainability efforts.
Sustainability efforts, such as changing to eco-friendly energy sources, may come at a cost to companies, which they are likely to pass on to the consumer. In the current era of economic uncertainty and the ongoing cost of living crisis, UK holidaymakers will be more cautious in their spending, and less willing to stump up the extra costs associated with environmentally-conscious trips. Instead brands can focus on alternative ways for consumers to engage in sustainability initiatives while on holiday, such as through volunteering schemes.
Overtourism is now one of the most visible environmental impacts of the growing travel market, but it also presents an opportunity to unlock new travel demand by encouraging visits to new destinations and more meaningful travel experiences.
This report looks at the following areas:
- Holidaying intentions for 2025 and beyond, showing a growing appetite for international travel
- Importance of sustainability when choosing a travel company
- Ethical travel priorities, including premiumisation options in green food credentials
- Attitudes towards overtourism and potential growth opportunities in quieter destinations
- Consumer preferences for timing and content of communications around sustainability during the booking process
Sustainability may not be front of mind for most consumers, but demand for sustainable tourism solutions is rising, especially in terms of addressing overtourism.
Sinead O’Connor, Travel Analyst
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
This Report considers consumer and industry responses to sustainable travel, encompassing the environmental, economic and social/cultural impacts of travel. A number of related terms, including ethical and responsible travel/tourism, have also been used throughout. Holidays refer to overnight trips of at least one night made for leisure purposes. Trips for the purpose of visiting friends and family, business or other purposes are excluded.
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EXECUTIVE SUMMARY
- Opportunities for sustainability in travel
- Three major opportunities for sustainability in travel
- Market dynamics and outlook
- Consumer confidence rallies, but uncertainty remains
- Graph 1: the financial confidence index, 2016-25
- New regulations target aviation and cruises
- Overtourism threatens the visitor experience
- What consumers want and why
- Price significantly outweighs environmental concerns
- Graph 2: main reasons for choosing travel company, 2025
- Consumers want companies to reduce emissions and waste
- Graph 3: ethical travel priorities, 2025
- Holidaymakers see overtourism as an issue that needs addressing
- Graph 4: attitudes towards overtourism, 2025
- Consumers want to see sustainability information before booking
- Graph 5: preferred timing of communications around sustainability of holidays, 2025
- Innovation and marketing
- UK destinations make sustainability commitments
- Promote the beauty of nature with astrotourism destinations
- VisitScotland launches Good for the Soul campaign
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MARKET DYNAMICS
- Market drivers
- Consumer confidence sees a cautious recovery
- Graph 6: the financial confidence index, 2016-25
- Cost of living crisis still weighs on consumer minds
- Graph 7: perception of the state of the cost of living crisis in the UK, 2025
- Holiday bookings look less promising than last year
- Graph 8: holiday bookings in the last three months, 2023/24 and 2024/25
- Travel intent is flat
- Graph 9: plans to book a holiday in the next three months, 2023/24 and 2024/25
- COP talks tourism for the first time
- Aviation and cruises face regulatory headwinds
- ‘New normal’ of extreme weather poses risks
- Differences in national policy slow green initiatives
- Overtourism hits the headlines…again
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WHAT CONSUMERS WANT AND WHY
- Holiday destinations
- Staycations are still the first choice for Brits…
- Graph 10: holiday destinations in the last three years, 2025
- …but consumers are planning trips further afield
- Graph 11: planned holiday destinations in the next three years (net), 2025
- Sustainability concerns have little impact on holiday plans
- Reasons for choosing a travel company
- Price remains a key concern…
- …far outstripping environmental considerations
- Graph 12: main reasons for choosing travel company, 2025
- Environmental interest has ticked up, but only slightly
- Graph 13: main reasons for choosing travel company – good environmental policy, 2020, 2022 and 2025
- Younger generations are more likely to value eco-friendly brands
- Graph 14: main reasons for choosing travel company – good environmental policy (net), by generation, 2025
- Ethical travel priorities
- Consumers want low-carbon, low-waste holidays
- Graph 15: ethical travel priorities, 2025
- Enthusiasm for recycling drops
- Graph 16: ethical travel priorities, 2022 and 2025
- Overtourism concerns increase
- Brits are interested in sustainable food practices
- Leverage food options to demonstrate green credentials
- Attitudes towards overtourism
- Holidaymakers want to see overtourism solutions
- Holidaymakers want companies to combat overtourism
- Graph 17: attitudes towards overtourism, 2025
- Offer travellers the chance to give back
- Overtourism threatens high earning custom
- Graph 18: attitudes towards overtourism – “Recent protests about overtourism have put me off visiting a destination”, by household income, 2025
- Spotlight quieter destinations
- Communications around sustainability
- Provide sustainability details upfront
- Most consumers want to know about the sustainability of a holiday
- Graph 19: preferred timing of communications around sustainability of holidays, 2025
- Details of social impact are most welcomed
- Graph 20: types of sustainability information holidaymakers would find useful, 2025
- Keep the focus on easy booking
- Consider introducing one-glance sustainability credentials
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INNOVATION AND MARKETING TRENDS
- Launch activity and innovation
- UK National Parks lead the race to net zero
- Sustainable targets included in Greater Manchester’s tourism plan
- Guilt-free travel options
- Copenhagen rewards tourists for eco-friendly behaviour
- Dark skies destinations promote the beauty of natural landscapes
- Education around sustainability can benefit travellers…
- …and companies
- easyJet Holidays releases first Impact Report
- Advertising and marketing activity
- Barcelona encourages responsible tourism
- VisitScotland promotes meaningful travel
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APPENDIX
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Generations
- Methodology
- Consumer research methodology
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