The Ethical Traveller - UK - February 2020
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- holidays and travel
- February 2020
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A third of adults say they consider how ethical a travel company is before buying products, but travel lags behind a number of other consumer sectors. Clearer, more widely recognised labelling would help to unlock the potential of ethical/environmentally-friendly travel.
Mintel estimates that 28% of holidaymakers are ‘soft ethical travellers’. This group is engaged enough to take the ethical values and policies of a travel company into account when researching a holiday, and prefers brands that embody their values. 7% of holidaymakers could be described as ‘hard ethical travellers’. This group is more pro-active and is likely to prioritise ethical/environmental values and policies when booking.
“More travellers are likely to adopt the ‘flexitarian’ approach to flying that we are seeing in dietary habits – choosing to take lower carbon forms of transport or stay in the UK for some, but not all, of their holidays. Travellers want to feel their holidays are helping local people and places, and are responsive to brands who model these values. Holidaymakers often want to do ‘the right thing’ but are looking to companies to take the lead and make it easier for them to do so.”
– John Worthington, Senior Analyst
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