UK Sustainability in Travel Market Report 2023
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Sustainability is an increasingly important issue for travellers. Discover the best ways to address consumers’ concerns and stay ahead of the curve in the UK travel market with Mintel’s Sustainability in Travel Market Report. Our report is packed with consumer-led market intelligence, details of consumer attitudes towards the UK holiday market, and analysis of how sustainability is changing consumer behaviour.Â
This report will help you understand:
- The impact of the cost-of-living crisis on the UK holiday market.
- Likely consumer behavioural changes for 2023 and beyond.
- Participation and interest in sustainable travel activities.
- Sustainability projects that consumers would like to see travel brands prioritise.
- Current consumer behaviours towards sustainability in the UK holiday market.
Sustainability in Travel – Consumer Insights
Although sustainability is a substantial issue for many consumers, cost remains the most important factor for the majority of holidaymakers, particularly within the current economic climate.
As awareness of sustainability has grown among consumers, levels of scepticism have also risen. 66% of UK consumers think that many travel companies are guilty of greenwashing, so the need for transparency around sustainability credentials has never been higher.
Sustainability in UK Travel – Future Consumer Trends
58% of Brits plan to head abroad for a holiday in the next three years. However, as long as the income squeeze persists, cost will continue to have the biggest impact on travel planning. Despite consumers being more aware and interested in sustainability than ever before.
- 62% of consumers say that if cheaper options were available for sustainable transport, they would be more inclined to use them.
- 52% of holidaymakers would like to see travel companies protecting the local environment as a sustainability project.Â
- 40% of travellers would be interested in paying for carbon offsetting against a flight, but have not yet done that.
Sustainability in Travel – What’s Next?
As the importance of sustainability increases in the eyes of holidaymakers, brands will need to do more to promote affordable, sustainable travel options and focus on helping more consumers understand how to travel more sustainably. To learn more about our analysts recommendations about how to connect meaningfully with your audience, purchase our full Sustainability in Travel UK market report.
Expert Analysis from a Specialist in the Travel Industry
This report, written by Jennie Bryans, Travel and Leisure Analyst, delivers in-depth commentary on sustainability in the UK travel market, and adds expert context to the numbers.
Consumers increasingly expect to see sustainable tourism practices, along with complete transparency from travel brands on their sustainability credentials. With two-thirds of consumers perceiving travel companies to be guilty of greenwashing, it is essential for travel brands to step up and take accountability for their environmental impact. In order for consumers to be eco-conscious travellers, they must be guided in their choices by travel experts and companies – particularly as other factors such as cost and quality remain at the forefront of consumers’ minds.
Jennie Bryans
Travel and Leisure Analyst
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Overview
- Key issues covered in this Report
- Products covered in this Report
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Executive Summary
- The five-year outlook for the UK travel market
- Figure 1: Category outlook, 2023-27
- The market
- The income squeeze is expected to continue throughout 2023
- Figure 2: The Financial Confidence Index, 2009-23
- Global warming presents challenges to the travel industry
- The journey to net zero
- Companies and brands
- Lufthansa introducing ‘green fares’ on short-haul flights
- MSC Cruises launch a new sustainability campaign
- WTTC launches Hotel Sustainability Basics
- The Italian tourism board utilised the impact of the pandemic to promote sustainable tourism practices
- The consumer
- Overseas holidays back on the cards for Brits
- Figure 3: Past and future holiday destinations, 2023
- Summer beach holidays have greatest growth potential
- Figure 4: Types of holidays taken and future intentions, 2023
- Eco-friendly accommodation and holidays by rail show highest growth potential
- Figure 5: Participation and future interest in holiday activities, 2023
- Young travellers more interested in adopting a hands-on approach to sustainable activities
- Figure 6: Responses to ‘have done in the last three years’, by age, 2023
- Consumers are eager to see support for a range of sustainability projects
- Figure 7: Ranking of sustainability projects for travel companies, 2023
- Cost and quality remain essential factors when travel planning
- Figure 8: Behaviours towards sustainable travel, 2023
- Travellers eager to explore lesser-known destinations
- Figure 9: Behaviours towards sustainable travel
- Lack of trust amongst travel companies’ sustainability claims
- Figure 10: Behaviours towards sustainable travel, 2023
- The five-year outlook for the UK travel market
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Issues and Insights
- Cost remains overarching factor for holidaymakers
- Local community in the sustainability spotlight
- Younger consumers eager for a hands-on approach to sustainable tourism
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Market Drivers
- The income squeeze is expected to continue throughout 2023
- Figure 11: The Financial Confidence Index, 2009-23
- Booking activity heats up in the first few months of 2023
- Figure 12: Expected time of booking main holiday in 2023
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- Figure 13: Participation and main holidaying intentions by destination, 2019-23
- The journey to net zero
- Global warming presents challenges to the travel industry
- Figure 14: UK mean temperature in °C, by quarter, 2013-22
- Extreme weather events accelerate climate change priorities
- Figure 15: Biggest environmental concerns amongst global consumers, 2021-22
- Protecting local communities and cultures is paramount
- The income squeeze is expected to continue throughout 2023
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Launch Activity and Innovation
- Transport operators focusing on sustainable targets
- Gatwick aims to be net zero by 2030
- Lufthansa introducing ‘green fares’ on short-haul flights
- Delta Airlines launches a roadmap to achieve net zero by 2050
- All aboard! European governments launch national public transport discounts
- Cruises campaigning for a sustainable future
- MSC Cruises launch a new sustainability campaign
- First river cruise using battery power launches
- Sustainable accommodation options increasingly in the spotlight
- EasyJet Holidays launches eco-certified hotel collection
- WTTC launches Hotel Sustainability Basics
- Destinations are marketing themselves as eco and sustainable through campaigns
- Albania turning away from mass ‘sun and sea model’
- Byway launches ‘Swisstainable’ rail holidays
- Greece focuses on promoting lesser-known destinations and extending the season
- Nepal implements a ban on independent trekking
- The Italian tourism board utilised the impact of the pandemic to promote sustainable tourism practices
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Holiday Destinations
- Overseas holidays back on the cards for Brits
- Figure 16: Past and future holiday destinations, 2023
- Overseas holidays back on the cards for Brits
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Holiday Types
- Summer beach holidays have greatest growth potential
- Sustainable methods to be used by travel brands targeting beach holidays
- City breaks and sightseeing breaks remain popular
- Figure 17: Types of holidays taken and future intentions, 2023
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- Figure 18: Communal beach cleaning facilities in Porthtowan Beach, Cornwall, 2023
- Nearly a quarter of families with young children plan to embrace the great outdoors
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Sustainable Travel Activities
- Eco-friendly accommodation and holidays by rail show highest growth potential
- Figure 19: Participation and future interest in holiday activities, 2023
- Local businesses trailblazing sustainable travel activities
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- Figure 20: Responses to ‘have done in the last three years’, by household income, 2023
- Young travellers more interested in adopting a hands-on approach to sustainable activities
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- Figure 21: Responses to ‘have done in the last three years’, by age, 2023
- Opportunity to promote the convenience of train travel to families
- Eco-friendly accommodation and holidays by rail show highest growth potential
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Importance of Sustainability Projects
- Consumers are eager to see support for a range of sustainability projects
- Figure 22: Ranking of sustainability projects for travel companies, 2023
- Opportunity to promote community-based tourism within tours
- Consumers are eager to see support for a range of sustainability projects
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Behaviours towards Sustainability in Travel
- Cost and quality remain essential factors when travel planning
- Figure 23: Behaviours towards sustainable travel, 2023
- Brands should ensure they are providing affordable and sustainable transport options to meet demand
- Responsibility falls on travel companies to implement carbon offsetting
- Travellers eager to explore lesser-known destinations
- Figure 24: Behaviours towards sustainable travel
- Lack of trust amongst travel companies’ sustainability claims
- Influencers can play a key role in promoting sustainable travel to Gen Zs
- Figure 25: Behaviours towards sustainable travel, 2023
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- Figure 26: TikTok ‘4 things to bring to be a more sustainable traveller’, 2023
- Cost and quality remain essential factors when travel planning
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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