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.
Consumer Perceptions of Sustainability in the UK Travel Market
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.
Sustainable Travel Market – Current Trends
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.
This Report Looks at the Following Areas:
- Holidaying intentions for 2024 and beyond, with early 2024 seeing a record high number of holiday bookings
- Interest compared to participation in sustainable travel activities
- Perceptions of sustainability in travel, with positive associations such as ‘exciting’ far outweighing negative ones such as ‘boring’
- Barriers towards sustainable travel, including a lack of understanding over what makes a holiday sustainable
- Behaviours towards sustainability in travel, including method of travelling and supporting the local economy
Meet The Expert
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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Executive Summary
- Opportunities for sustainability in travel
- Confusion is the main barrier towards sustainable holidays
- Convince travellers with tangible actions rather than words
- Assist consumers on their sustainability journey
- Parents with younger children are particularly interested in sustainable holidays…
- …but the ageing demographic presents a significant opportunity for sustainable travel brands
- Focus on attracting older travellers through luxury and convenience
- Market dynamics and outlook
- Market predictions
- Inflation is still the key factor affecting consumers’ finances, while interest rates will rise in importance
- The number of people booking a holiday reached a record high at the start of 2024
- Graph 1: booked a holiday in the last three months, 2022-24
- Increase in wildfires and heatwaves leads to a change in booking behaviour
- What consumers want and why
- Sustainable holidays deemed as exciting and accessible
- Graph 2: perceptions of sustainable holidays, 2023
- Key opportunity for brands to promote affordable sustainable travel options
- Graph 3: reasons why sustainability is not very/at all important to consumers when booking a holiday, 2024
- When booking a holiday, sustainability is more important to younger generations
- Graph 4: consumers who say sustainability is very/somewhat important when booking a holiday, by generation, 2024
- Nearly three quarters are cynical of travel companies’ sustainability claims
- Graph 5: attitudes towards sustainable travel, 2024
- Flexible working patterns helps support slower, more sustainable travel
- Innovation and marketing
- easyJet holidays commits to a variety of sustainable initiatives
- G Adventures introduces five new community projects to empower local women
- British Airways launches BA Better World
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Market Dynamics
- Macro-economic factors
- Inflation is still the key factor affecting consumers’ finances, while interest rates will rise in importance
- The recovery of consumer sentiment has begun…
- Graph 6: the financial wellbeing index, 2016-24
- …and people are feeling more confident about their financial prospects
- Graph 7: the financial confidence index, 2016-24
- Project Speedbird secures new funding
- Holiday bookings and booking intentions
- The number of people booking a holiday reached a record high at the start of 2024
- Graph 8: booked a holiday in the last three months, 2022-24
- Plans to book a holiday have fallen slightly but are still up year-on-year
- Graph 9: plans to book a holiday in the next three months, 2022-24
- Social, environmental and legal factors
- 2023 has been confirmed as the hottest year globally on record
- Graph 10: annual average temperature in the UK, 2014-23
- Rising temperatures impacting holiday destination choices
- Increase in wildfires and heatwaves leads to a change in booking behaviour
- Destinations implementing policies in response to overtourism
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What Consumers Want and Why
- Holiday destinations
- Destination preferences consistent year on year
- Graph 11: holiday destinations in the last 3 years, 2023 and 2024
- Graph 12: planned holiday destinations in the next 3 years, 2023 and 2024
- Holiday types
- Appetite for city breaks and summer beach holidays increases
- Graph 13: type of holiday taken in the UK or abroad in the last 3 years, 2023 and 2024
- Domestic city breaks continue to be the favoured choice for travellers
- Interest in family holidays increases year on year
- Graph 14: type of holiday planned to be taken in the UK or abroad in the next 3 years, 2023 and 2024
- Multi-generational holidays a key trend in 2024
- Perceptions of sustainable holidays
- Sustainable holidays deemed as exciting and accessible
- Graph 15: perceptions of sustainable holidays, 2023
- Differences in perceptions amongst age groups
- Travellers who prioritise sustainability associate sustainable holidays with positive attributes
- Brands need to encourage and showcase positive perceptions of sustainable holidays
- Importance of sustainability when booking a holiday
- When booking a holiday, six in 10 prioritise sustainability as a significant factor in their decision-making process
- Almost one in four say sustainability is a very important consideration when booking a holiday
- Graph 16: importance of sustainability when booking a holiday, 2024
- When booking a holiday, sustainability is more important to younger generations
- Graph 17: consumers who say sustainability is very/somewhat important when booking a holiday, by generation, 2024
- Parents with younger children more interested in sustainability in travel
- Barriers to sustainable travel
- Motivate holidaymakers to become more sustainable travellers
- Graph 18: reasons why sustainability is not very/at all important to consumers when booking a holiday, 2024
- Confusion is the main barrier towards sustainable holidays
- Social media platforms can play a key role in inspiring sustainable travelling
- Assist consumers to become more sustainable travellers
- Cost remains a barrier for younger sustainable travellers
- Encourage older travellers to become more sustainable through promoting luxury and convenience…
- …whilst younger travellers require financial support and assistance in finding sustainable holidays.
- Sustainable travel behaviours
- Everyday sustainability translates into holiday behaviour
- Graph 19: sustainable travel behaviours in the last 3 years, 2024
- Amalgamate high-quality and luxury to appeal to older travellers
- Older travellers carry over habits from everyday life…
- …whilst younger travellers eager to take a hands-on approach
- Graph 20: select sustainable travel behaviours, by age, 2024
- Brands need to nudge travellers to engage in a variety of sustainable travel initiatives
- Graph 21: repertoire of sustainable travel behaviours in the last 3 years, 2024
- Empowering travellers to engage in a variety of sustainable practices is paramount
- Graph 22: attitudes and behaviours towards sustainable travel, by age, 2024
- Attitudes towards sustainable travel
- Nearly three quarters are cynical of travel companies’ sustainability claims
- Graph 23: attitudes towards sustainable travel, 2024
- Parents with young children have concerns about organising sustainable holidays
- Parents with young children are more concerned about the effort involved in planning sustainable holidays
- Over half of consumers have noticed travel companies making an effort to be sustainable
- Younger Millennials most supportive of tourist tax
- Graph 24: consumer support for destinations implementing a tourist tax, by generation, 2024
- A significant majority of temporary contract workers express a keen interest in blending work with travel to prolong their holiday experiences
- Flexible working patterns helps support slower, more sustainable travel
- What brands can do to appeal to remote workers
- Brands have the opportunity to take a proactive role in advocating for consumers by prioritising sustainable choices
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Innovation And Marketing Trends
- Launch activity and innovation
- easyJet holidays commits to a variety of sustainable initiatives
- Campaigns encouraging bus and coach travel in the UK
- G Adventures introduced five new community projects to empower local women
- IAG secures mammoth SAF deal
- Jet2holidays launches ‘Certified Sustainable Hotels’ labelling scheme
- Network Rail introduces climate protection plan
- Cruises on the path to net zero
- Advertising and marketing activity
- Contiki’s MAKE TRAVEL MATTER campaign
- British Airways launches BA Better World
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Appendix
- Report scope and definitions
- Market definition
- Abbreviations and terms
- Methodology
- Consumer research methodology
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