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The Travel Foundation

Consumer Research

Prepared by Nunwood

1st February 2007

Session Outline

1

2

3

4

The Background

Scene Setting: Profiling the International Holiday Maker

General Attitudes to the Environment & Behaviour

Awareness and Understanding of Sustainable Tourism

Overall Importance Measurement of Sustainable Tourism

Introducing International Holidaymaker Segments

Importance Measurement – Making the Information Actionable

How do Attitudes Translate to Holiday Behaviour?

Summing Up: Conclusions & Next Steps

5

6

7

8

9

The Background

• Market Context

• Overall Objective

• Key Research Objectives

• Methodology

• Sample

• What we know already…

Market Context

The UK holiday industry is evolving…

Traditional package holiday market has seen a

decline in recent years, now competing with the rise

of independent travel.

Rise of sustainable tourism has been estimated to now

account for approximately 20% of all international travel (World Tourism

Organization, 1998)

Consumer expectations of a holiday are becoming more

demanding…

they want more unique experiences,

experiences that don’t just benefit themselves…

Overall Objective

“To measure the importance attached to

sustainability by UK consumers of international

travel, in order to guide tour operators and

travel agents in future marketing and product

planning and to aid the Travel Foundation in

designing effective future communications”

Assess awareness and understanding of sustainable tourism

Quantify the relative importance of sustainability within the holiday

decision making process

To quantify the importance of sustainability not just at an overall level, but

also within the different elements:

The economic benefit to host communities

Conservation of the natural environment

Conservation of wildlife

Reduction of greenhouse gas emissions

Preservation of cultural heritage

To segment the consumer base into like-minded groups, to provide

analysis according to consumer priorities

Key Research Objectives

1

2

3

4

Methodology

Why Conjoint ?

• Closely mirrors a buying decision context

• Statistical modelling allows accurate and

robust measurement of how important

individual factors are in driving consumers’

travel decisions

Why Online?

• Minimises social acceptability bias

• Fast turnaround

• Cost efficient

• Conjoint studies are best administered via

this approach due to the technical

capabilities

Quantitative Online Conjoint Study

Who did we speak to?

Sample of 1000

For responses to be representative of UK consumers

of international travel, respondents were:

1. Consumers who regularly travel abroad

for a holiday

2. Either wholly or jointly responsible for

making the holiday decision

3. Nationally representative in terms of age,

gender, lifestage and SEG

Sample

Sample Detail

GENDER

50%Male

50%Female

AGE

19%65+

16%55-64

19%45-54

18%35-44

19%25-34

10%18-24

SEG

3%Don’t know

31%DE

20%C2

23%C1

23%AB

4%Older with children

LIFESTAGE

31%Older no children

22%Mid age no children

15%Mid age with children

21%Younger no children

8%Younger with children

Quotas were set for gender, age, SEG and lifestage to ensure a nationally representative sample

• Tourism is one of the fastest growing industries on the planet, with nearly 700 million people travelling abroad in 2000 (est.1.6 billion people by 2020).

• Recent reports suggest that “holidaymakers do not want to enjoy themselves at the expense of those in destinations’.

• Consumers claim to be keen to be informed by travel agents and tour operators how they can support the local economy, preserve the environment and behave responsibly whilst abroad.

• Furthermore, holidaymakers also claim to be willing to pay more for holidays which have the ethical characteristics they aspire to.

• However, as with many surveys of this nature, these figures are likely to be aspirationaland biased by social desirability.

… Our research has aimed to minimise the impact of explicit questioning to uncover just how important environmental factors are when choosing a holiday.

What we know already…

Scene Setting

• What we know about the typical UK international holiday

• General attitudes and behaviours when on holiday

71%

29%

38%

5%

Short Haul

Mid Haul

Long Haul

Not Flown

Q9. Which of the following types of flights have you been on in the past 2 yrs to reach a holiday destination abroad?

Base: 1012

Over a third of regular holiday makers have

recently been on a long haul flight

Usual haul type

<4 hrs

4-6 hrs

7+ hrs

Long haul holidaymakers are significantly more likely to be:

- younger with no children, - aware of sustainable tourism

Q10. Which board type do you typically choose when going on holiday? Base: 1012

Self catering is by far the most

popular board type

Usual board type

Self catering

46%

Half board

23%

Full board

4%

All Inclusive

13%

Bed & Breakfast

14%

Significantly more younger holidaymakers typically choose self catering accommodation

All inclusive is, unsurprisingly, most popular amongst

holidaymakers with children

One quarter of holidaymakers typically spend

less than £300 per person per week

Q8. Which of the following price brands best describes how much you usually pay per adult for a week’s holiday abroad?

Base: 1012

Less than £300

25%

£500+

32%

Don't know

6%

£300 - £499

36%

Significantly more younger holidaymakers spend less than £500 per adult per week on holiday, in line with lower levels of

income.

Usual spend per adult per week on holiday

The vast majority of holidaymakers opt for

3 or 4 star properties

Q11. What star rating is the accommodation you typically stay in on holiday? Base 916 (excluding DK)

Usual hotel star rating

3 star

47%

4 star

40%

5 star

7%

1 star

1% 2 star

4%

82%

75%

68%

36%

18%

I really enjoy experiencing the

local culture and visiting places

of local interest

I like to go to restaurants that the

locals go to

I like to meet local people whilst

on holiday

I like to meet other

holidaymakers whilst on holiday

Knowing that I can get British

food whilst away on holiday is

important to me

Holidaymakers claim to be seeking a more

‘authentic’ holiday experience

Q20. Thinking about when you go on holiday, please tell me the extent to which you agree with

each of the following statements? Base 1012

% Agree

General Holiday Attitudes & Behaviours

54%

Seeking the ‘authentic’holiday

experience*

9%

Seeking more of a ‘home from home’**

* Based on those strongly / somewhat agreeing with all ‘authentic’ statements ** Based on those strongly / somewhat agreeing with all ‘familiar’ statements

General Attitudes to the Environment & Behaviour

• Level of concern over environmental problems

• Frequency of environmentally friendly behaviour

2 in 3 say they are extremely concerned about

the environmental problems we face

now and in the future

Q20. To what extent do you agree with the following statement ‘I am extremely concerned

about the environmental problems we face now and in the future’? Base 1012

But what do they actually do about it?...

70%

62% 60%

40%36%

31%

23%

10%6%

15%

15%14%

30%

29% 41%

9%

27%

9%

9%

14%15% 25%

24%

24%

17%

55%

47%

6%9%

11%6%

11%

4%

52%

8%

38%

Never

Sometimes

Most of the time

Always

Recycle

Paper

Recycle

Cans

Recycle

Glass

Re-use

shopping

bags

Use

energy

efficient

light bulbs

Compost food

waste

Try to use

less water

Donate to

support

conservation /

development

charities

Buy

environmentally

friendly

products

At present, it is often only council-encouraged activities that are regularly undertaken

Q17. How often do you do each of the following? Base: 1012 (N/As removed and % recalculated)

Often encouraged activities by local council

Awareness & Understanding of Sustainable Tourism

• Prompted Awareness

• Spontaneous Understanding

• Awareness of Sustainable Tourism-related press

Only 2 in 5 have heard of sustainable tourism

“Supports local

economies”

4%

“Restricts negative

impact on

environment”

25%

“Generates positive

benefits for the local

community”

5%

“Eco-friendly/

Green

alternative”

11%“Preserves

local culture”

3%

“Tourism thinking

about natural

resources”

3%

“Putting back

what has been

taken out”

2%

“Carbon

footprint of

holiday”

2%

“No damage to the

resort/respecting

the area”

2%

Q13. What do you understand by the term ‘sustainable/responsible tourism’? Base: 1010

Those aware are

more likely to be

males of middling

age

87% say they have not heard anything in the

news or press relating to sustainable tourism

Q15. What have you heard in the news or press relating to sustainable tourism? Base: 132

“Newspaper articles”(11%)

“Increased taxes on flights”7% “Carbon offsetting for flights”

5%

“Eco-friendly idea”5%

“Relating to a specific country”11%

“It’s becoming more popular”9%

“Adverts”6%

Of the 13% who have heard sustainable tourism in the press, they spontaneously

mention hearing…

A particular article or programme (9%)

85%

84%

79%

78%

74%

58%

58%

45%

37%

24%

6%

Climate change

War on terror

Congestion charges

Rising house prices

Obesity epidemic

Gas emissions from aircraft

Pensions timebomb

Water waste and pollution

Carbon footprints

Sustainable development

None of the Above

Climate change and congestion charges

are the most salient environmental topics in current affairs

Q16. Have you heard of any of the following topics in the news recently? Base: 1012

Environment related topics

Non environment related topics

Current Affairs Awareness

Overall Importance Measurement of Sustainable Tourism

• Explicit Importance of sustainable elements of tourism

• To what extent do specific factors influence holiday decisions?

Wildlife and plants take precedence over other environmental factors

Q19. Please rank the following factors in order of their importance to you when on holiday abroad? Base 1012

1 (26%) Conservation of wildlife and plants

2 (23%)Preservation of the

destination’s culture and heritage

4 (16%) The reduction of pollution,

waste and litter

3(23%) Reduction of carbon dioxide

emissions & global warming

5(11%) Fairtrade (providing economic benefit

to local people)

Explicit ranked importance of factors. Scores provided are those who rate each factor as most important

ORDER OF

IMPORTANCE

However, that is when asking consumers explicitly about importance. What do they

really think when we take into account their subconscious beliefs in a truer decision making

process?

Robustly quantifying consumer preferences…

• We have used a technique called conjoint analysis to robustly quantify what holiday makers look for when choosing a holiday.

• This technique works by asking respondents to choose between pairs of potential holidays that they could go on as illustrated below. (The pairs combine typical holiday factors with key ‘sustainable’ factors)

• Respondents are shown a series of these pairings and using statistical analysis we can accurately quantify the relative strength (importance) attached to each individual factor in terms of how it drove each respondent to choose one holiday offering over another.

Consider the following 2 holiday packages. If they were identical in all other ways which one

would you prefer?

4 star hotel with green award

Free form fun pool

Excursions available to local

attractions

Centrally controlled air

conditioning

4 star hotel

Traditional pool

Excursions available to nearby

tourist attractions

Individually controlled air

conditioning

Strongly prefer left Strongly prefer right

Methodology


How does it work?

• Presents 3 exercises in the context of the research to the respondent:

1. Importance of levels – the respondent answers explicitly on importance of each

level of each factor.

2. Level Order – to ensure the order of preference within each factor is correct

and to measure the difference in preference between levels, the respondent is

asked to assert their belief that the highest level is more preferable than the

lowest level (for those factors with a discernable level of preference).

3. Paired Trade-offs – the survey software calculates from the previous 2 exercises

which factors & levels are the most important and from these presents scenarios

(see next screen). Scenarios are presented two at a time and the respondent is

asked to rate which they prefer and by how much to determine how much

importance of preference is actually placed on each level.

• The levels and factors within the Paired Trade-offs exercise are presented in a semi-

random order – the software experiments and learns as it progressives through the

exercise to present options which the respondent would find difficult to trade-off.

Methodology


Try the survey for yourself (click on the link below):http://www.researchnet.info/webprod/cgi-

bin/askiaext.dll?MfcISAPICommand=StartSurvey&T1=TEST011&ErrorPage=../pages/pgError.asp

Example Screen

Which factors were tested? Sustainable Tourism-related factors

Excursions

1

Hotel Type

2

3

No pre-organised excursions available but a free map and guidebook is provided to explore the local area by yourself

Excursions available to local attractions (eg. cultural event at neighbouring village)

Excursions available to nearby tourist attractions (eg. theme parks, water parks)

Hotel offers a range of food and drink of the region

Hotel offers both top international brands and food and drink of the region

Hotel offers a range of top international brands of food and drink

1

1

1

22

2

3

3

A local family owned and managed hotel

A hotel that is part of a bigger chain of hotels

A 4* hotel that won a green award for its environmental practices in 2006

A 5* hotel (ie. no ‘green’ award – we won’t explicitly state ‘no green award’ when shown within overall proposition)

A 4 * hotel

Hotel Rating

Food & Drink Options

Evening Entertainment

Options

Transport for

Excursions

1

1

2 2

Hotel offers evening entertainment of local music and dance

Hotel offers evening entertainment of comedy/cabaret

Holiday is inclusive of an excursion to a neighbouring island by boat (excursion value: £200)

Holiday is inclusive of an excursion to a neighbouring island by plane (excursion value: £200)

Which factors were tested? Sustainable Tourism-related factors

Room Size

Dining Options Air Conditioning

Pool Type

1

11

1

2

2

2

2

3

33

Space to sit comfortably in your room but no room to socialise

Space to sit comfortably in your room and space to socialise

No fan or air conditioning in your roomFan only, no air conditioning in your room

Centrally controlled air conditioning in your room (ie. Controlled by reception)

Individually controlled air conditioning in your room (ie. Controlled by self in room)

Free form fun pool

Traditional (lane) swimming pool

Multiple pools

Children’s pools

Buffet dining only

A la carte dining only

Selection of a la carte and buffet dining

4

Which factors were tested? The ‘Red Herrings’(Non-related factors to sustainable tourism)

What do holidaymakers really find important?

29

68

78

87

91

94

110

112

128

203

Transport for Excursions

Hotel Rating

Hotel Type


Room Size

Excursion

Evening Entertainment Options

Dining Options

Pool Type

Air Conditioning

Factors with sustainable elements

A factor with a value above 100 has above average importance to the consumer whilst a score below 100 signifies less than average importance. The importance figures are directly comparable such that if one

factor has importance of 200 and another 100 then the former is twice as important as the latter.Importance

Overall Importance of holiday features

Future Focus: Identifying the strongest sustainable levels

Evening Entertainment Options

Importance Rating: 11%

17%

39%44%

Hotel offers no

evening

entertainment

Hotel offers evening

entertainment of

comedy/cabaret

Hotel offers evening

entertainment of

local music and

dance

(22%)

(5%)

• The sustainable option of offering local music & dance would not dramatically increase the chances of a hotel being chosen if it already offered comedy & cabaret – but it is the highest ranked option.

% importance of level

in impacting decision

to purchase within this

factor area

Uplift in % importance by

improving the service

from one level to the next

All sustainable factors

are colour coded green

Ranked 1st in order of importance of sustainable factors

Differences by subgroup

The following groups have a significantly

higher preference for local music & dance

than for comedy/cabaret:

• ABs & C1s

• 25-34 yr olds & 65+

• £600+ spenders

Across the board having no evening

entertainment is the worse option.

Excursions


25%

32%

43%

Excursions available

to nearby tourist

attractions

No pre-organised

excursions

Excursions available

to local attractions

(7%)

(11%)

• Offering excursions to local attractions (than to tourist attractions) has a significantly positive impact on consumers choosing a particular holiday.

Ranked 2nd in order of importance of sustainable factors


• Less than £100 and £200-£299 spenders,

25-34s and C1s prefer tourist attractions

over no pre-organised excursions.

• 18-24s prefer tourist attractions over

local attractions.

Across the board the highest preference is

for local attractions.



15%

36%

49%

Hotel offers a range

of top international

brands of food and

drink

Hotel offers a range

of food and drink

from the local region

Hotel offers both top

international brands

as well as food and

drink from the local

region

(20%)

(13%)

• Holidaymakers’ greatest preference would be for a combination of well-known brands as well as local food.

Ranked 3rd in order of importance of sustainable factors


• 18-24s have a higher preference for

international brands than for local food &

drink

Across the board having both

international brands & local food & drink is

the most preferred option.

Hotel Type


24%

76%

A hotel that is part of a bigger

chain of hotels

A local family owned and

managed hotel

(53%)

• A locally owned hotel is far more preferable to holidaymakers, though it must be remembered that this factor is lower down the importance ranking overall so it will have less impact on consumer preference.

Ranked 4th in order of importance of sustainable factors


• 18-24s have no difference in preference

between the two types of hotel.

• The older the age group, the stronger the

preference for locally managed hotels.

• The more is spent on the holiday, the

stronger the preference for a hotel chain.

Hotel Rating


26%

35%39%

A 4-Star hotel rating A 4-Star hotel rating

with a green award

for its environmental

practices

A 5-Star hotel rating

(9%)

(4%)

• This factor plays very little part in determining choice of holiday, but holidaymakers do see a 4 star hotel with an environmental award as being almost as desirable as a 5 star hotel.

Ranked 5th in order of importance of sustainable factors


• Less than £600 spenders have no

difference in preference between a 4* with a

green award and a 5*.

• More than £600 spenders see no difference

between a 4* and a 4* with a green award.

Introducing International Holidaymaker Segments

Holiday Maker Segmentation:

An Explanation

The segmentation is based on the environmental & holiday attitudes of

holidaymakers to group respondents together who have similar attitudes.

The segments have been derived by analysing respondents’ answers to:

– Environmental attitudes & behaviours (Q17)

– Holidaying attitudes & behaviours (Q20)

– Overall concern about the environment (Q18)

To profile these attitudes & behaviours according to the type of holiday, we

have also included within our segmentation the following:

– Spend per adult on a week’s holiday (Q8)

– Awareness of sustainable tourism (Q12)

– Board type (Q10)

– Hotel star rating (Q11)

Segmenting Holidaymakers

Segment

profiles

Lower value

Recyclers

Enthusiastic Environmentalists

Rich Recyclers

Non-Environmentalists

Male & Female, 45 to 64

<£200 pppw, 2*

Male & Female, 45+

>£400 pppw, 4* B&B

Male & Female, 25 to 54

>£600 pppw, 5* All inclusive/Full board

Male, 25 to 34

<£300 pppw, 3* Full board or SC

Concerned about environmental issues –

place more importance on recycling

paper than cans & glass.

Generally friendly people & like to mix in

with locals & other holidaymakers.

Very concerned about environmental issues – main focus

is recycling paper, glass & cans as well as composting

waste.

Local culture enthusiasts, immerse themselves in local

culture & will choose not to eat British food.

Concerned about environmental issues

– recycle paper, glass & cans and buy environmentally friendly products.

Not concerned about environmental issues – do not

partake in any recycling or environmentally friendly

activities.

Do not go on holiday for the culture – place importance

on the availability of British food.

Active Non Wasters

Female, All age groups

£200 to £400 pppw, 3* SC or HB

Concerned about environmental

issues – heavy recyclers of

cans & glass, try to use less water & use energy efficient light bulbs.

When on holiday they like a mixture of British & local food.

No difference in

likelihood to be

aware of term

‘sustainable tourism’

Significantly

more likely to

be unaware of

term

‘sustainable

tourism’

No difference in likelihood to be aware of term ‘sustainable touris’m

Significantly more likely to

be unaware of term

‘sustainable tourism’

Significantly more

likely to be unaware

of term ‘sustainable

tourism’

Have strong affinity to other

holiday makers as well as mixing with the locals but not overly

concerned with the local culture.

Importance Measurement – Making the Information Actionable

• How importance differs by segment

• How importance differs by age (hidden slides)

• How importance differs by SEG (hidden slides)

The effect of sustainability on the strength

of choosing a holidayThe ideal sustainable & non-sustainable holidays (as can be created from the conjoint factors) would be composed of the following:

Sustainability has to be gradually introduced within a holiday in key areas which do not have a strong impact on choice.

Comedy/cabaret as entertainmentExcursions to tourist attractions

International brands of food and drink availableHotel is part of a bigger chain

5 star hotelExcursion to neighbouring island by plane

Local music & dance as entertainmentExcursions to local attractions

Food and drink of the region availableHotel is local family owned & managed

4 star hotel with green awardExcursion to neighbouring island by boat

Most sustainable holiday Least sustainable holiday

Likelihood to book:

75%

Likelihood to book:

74%

Where should the Travel Foundation focus to maximise the

sustainability of future holidays with minimal harm to the

standard of holiday (as perceived by the consumer)?

• We need to identify those areas where consumers are significantly more likely to tolerate sustainable tourism elements and those areas where sustainable tourism is likely to be off putting.

• The table on the following slide summarises the relative importance of the different elements included in this research in order to help identify those optimal sustainability hooks as illustrated below…

Factor importance

Most appealing

level of service

• Factors to the right are very important to consumers and are areas where they are less willing to compromise. Levels of service that are green and high in these right hand factors should be promoted as these are sustainable options that are highly desirable.

• Factors to the left are relatively less important to consumers and are areas where they are more willing to compromise. Within these factors, we will have more success in promoting sustainable levels of service even if they are less desirable than their non-sustainable alternatives.

Where should the travel foundation focus to maximise the

sustainability of future holidays with minimal harm to the

standard of holiday (as perceived by the consumer)?

No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

A la carte

dining

only

No

entertain

ment

Excursions

to nearby

tourist

attraction

s

available

Internatio

nally

branded

food and

drink only

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Buffet

dining

only

Comedy/

cabaret

No pre-

organised

excursions

Room

with

space to

sit but not

socialise

Local

food and

drink only

Part of a

bigger

chain of

hotels

4 star with

green

award

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

A la carte

& buffet

dining

Local

music

and

dance

Excursions

to local

attraction

s

available

Room

with

space to

sit and

socialise

Top

internatio

nal

brands &

local food

and drink

Local

family

owned

and

managed

5 star

hotel

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool typeDining

Options

Evening

Entertain

ment

Options

ExcursionsRoom Size

Food &

Drink

Options

Hotel

Type

Hotel

Rating

Transport

for

Excursions

Appeal of this level of service

Low

High

Relative Importance of features of the holiday HighLow

‘Best’ option (ie. Most sustainable)

Non-sustainable option

Ideal scenario

Next best

scenario

Worst

scenario

Where should the Travel Foundation focus to maximise

the sustainability of future holidays with minimal harm to

the standard of holiday (as perceived by the consumer)?

• Air-conditioning & pool types are very important in the holiday purchase process and are areas that consumers are less likely to compromise on.

• Evening Entertainment Options represents a key area to promote sustainability through.

• Excursions also represent a key area to promote sustainability: holidaymakers would prefer to undertake excursions to local attractions.

• Food & Drink Options has the potential to be utilised as an area for sustainable tourism: this is potentially an area where holiday makers will compromise for the sake of sustainable tourism.

• Holiday makers would prefer to go to green hotels that are locally run – this represents another area of sustainable tourism that could be promoted.

Where should the travel foundation focus

sustainability for Enthusiastic Environmentalists?

No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

A la carte

dining

only

Excursions

to nearby

tourist

attraction

s

available

No

entertain

ment

Internatio

nally

branded

food and

drink only

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Buffet

dining

only

No pre-

organised

excursions

Comedy/

cabaret

Local

food and

drink only

Room

with

space to

sit but not

socialise

Part of a

bigger

chain of

hotels

5 star

hotel

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

A la carte

& buffet

dining

Excursions

to local

attraction

s

available

Local

music

and

dance

Top

internatio

nal

brands &

local food

and drink

Room

with

space to

sit and

socialise

Local

family

owned

and

managed

4 star with

green

award

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool typeDining

optionExcursions

Evening

Entertain

ment

Options

Food &

Drink

Options

Room sizeHotel

Type

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario


sustainability for Active Non Wasters?

No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

No

entertain

ment

A la carte

dining

only

Excursions

to nearby

tourist

attraction

s

available

Internatio

nally

branded

food and

drink only

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Comedy/

cabaret

Buffet

dining

only

Room

with

space to

sit but not

socialise

No pre-

organised

excursions

Local

food and

drink only

Part of a

bigger

chain of

hotels

5 star

hotel

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

Local

music

and

dance

A la carte

& buffet

dining

Room

with

space to

sit and

socialise

Excursions

to local

attraction

s

available

Top

internatio

nal

brands &

local food

and drink

Local

family

owned

and

managed

4 star with

green

award

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool type

Evening

Entertain

ment

Options

Dining

optionsRoom sizeExcursions

Food &

Drink

Options

Hotel

Type

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario


sustainability for Lower Value Recyclers?

No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

A la carte

dining

only

No

entertain

ment

Internatio

nally

branded

food and

drink only

Excursions

to nearby

tourist

attraction

s

available

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Buffet

dining

only

Comedy/

cabaret

Part of a

bigger

chain of

hotels

Top

internatio

nal

brands &

local food

and drink

No pre-

organised

excursions

Room

with

space to

sit but not

socialise

5 star

hotel

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

A la carte

& buffet

dining

Local

music

and

dance

Local

family

owned

and

managed

Local

food and

drink only

Excursions

to local

attraction

s

available

Room

with

space to

sit and

socialise

4 star with

green

award

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool typeDining

option

Evening

Entertain

ment

Options

Hotel

Type

Food &

Drink

Options

ExcursionsRoom sizeHotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario


sustainability for Rich Recyclers?

No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

No

entertain

ment

A la carte

dining

only

No pre-

organised

excursions

Local

food and

drink only

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Local

music

and

dance

Buffet

dining

only

Room

with

space to

sit but not

socialise

Excursions

to nearby

tourist

attraction

s

available

Internatio

nally

branded

food and

drink only

Part of a

bigger

chain of

hotels

4 star with

green

award

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

Comedy/

cabaret

A la carte

& buffet

dining

Room

with

space to

sit and

socialise

Excursions

to local

attraction

s

available

Top

internatio

nal

brands &

local food

and drink

Local

family

owned

and

managed

5 star

hotel

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool type

Evening

Entertain

ment

Options

Dining

optionRoom sizeExcursions

Food &

Drink

Options

Hotel

Type

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario


sustainability for Non-Environmentalists?

No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

No

entertain

ment

A la carte

dining

only

No pre-

organised

excursions

Internatio

nally

branded

food and

drink only

4 star with

green

award

Centrally

controlled

air-con

Free form

fun pool

Comedy/

cabaret

Buffet

dining

only

Room

with

space to

sit but not

socialise

Excursions

to nearby

tourist

attraction

s

available

Part of a

bigger

chain of

hotels

Local

food and

drink only

4 star

hotel

To

neighbour

ing island

by boat

Individuall

y

controlled

air-con

Multiple

pools

Local

music

and

dance

A la carte

& buffet

dining

Room

with

space to

sit and

socialise

Excursions

to local

attraction

s

available

Local

family

owned

and

managed

Top

internatio

nal

brands &

local food

and drink

5 star

hotel

To

neighbour

ing island

by plane

Air

conditioni

ng

Options

Pool type

Evening

Entertain

ment

Options

Dining

optionRoom sizeExcursions

Hotel

Type

Food &

Drink

Options

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario


sustainable tourism among the segments?

• Air-conditioning, pool types & dining options: These three factors would be difficult to compromise in, regardless of the extent to which they may aspire to show commitment to sustainable tourism.

• Evening Entertainment Options: This is a key area to promote / communicate in the quest for maximising sustainable tourism, as only the Rich Recyclers prefer anything other than local music & dance.

• Excursions:most segments prefer to undertake excursions to local attractions rather than tourist attractions. This represents a key area to promote.

• Food & Drink Options: Most segments prefer to be offered both international brands as well as local food & drink.

• Hotel Rating & Hotel Type: Only Non-environmentalists and the Rich Recyclers do not prefer green hotels. However, all segments prefer hotels that are locally run.

• Transport for Excursions: Only the Non-environmentalists prefer the option of the plane.

Where should the travel foundation focus to

maximise the sustainability for 18 to 24s?

No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

No

entertain

ment

No pre-

organised

excursions

A la carte

dining

only

4 star

hotel

Local

food and

drink only

Centrally

controlled

air-con

Free form

fun pool

Room

with

space to

sit but not

socialise

Comedy/

cabaret

Excursions

to nearby

tourist

attraction

s

available

Buffet

dining

only

4 star with

green

award

Internatio

nally

branded

food and

drink only

Part of a

bigger

chain of

hotels

To

neighbour

ing island

by boat

Individuall

y

controlled

air-con

Multiple

pools

Room

with

space to

sit and

socialise

Local

music

and

dance

Excursions

to local

attraction

s

available

A la carte

& buffet

dining

5 star

hotel

Top

internatio

nal

brands &

local food

and drink

Local

family

owned

and

managed

To

neighbour

ing island

by plane

Air

conditioni

ng

Options

Pool typeRoom size

Evening

Entertain

ment

Options

ExcursionsDining

option

Hotel

Rating

Food &

Drink

OptionsHotel

Type

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario



No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

No

entertain

ment

A la carte

dining

only

No pre-

organised

excursions

Internatio

nally

branded

food and

drink only

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Comedy/

cabaret

Room

with

space to

sit but not

socialise

Buffet

dining

only

Excursions

to nearby

tourist

attraction

s

available

Local

food and

drink only

Part of a

bigger

chain of

hotels

4 star with

green

award

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

Local

music

and

dance

Room

with

space to

sit and

socialise

A la carte

& buffet

dining

Excursions

to local

attraction

s

available

Top

internatio

nal

brands &

local food

and drink

Local

family

owned

and

managed

5 star

hotel

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool type

Evening

Entertain

ment

Options

Room sizeDining

optionExcursions

Food &

Drink

Options

Hotel

Type

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario



No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

A la carte

dining

only

No

entertain

ment

Excursions

to nearby

tourist

attraction

s

available

Internatio

nally

branded

food and

drink only

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Buffet

dining

only

Comedy/

cabaret

No pre-

organised

excursions

Room

with

space to

sit but not

socialise

Local

food and

drink only

Part of a

bigger

chain of

hotels

4 star with

green

award

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

A la carte

& buffet

dining

Local

music

and

dance

Excursions

to local

attraction

s

available

Room

with

space to

sit and

socialise

Top

internatio

nal

brands &

local food

and drink

Local

family

owned

and

managed

5 star

hotel

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool typeDining

option

Evening

Entertain

ment

Options

ExcursionsRoom size

Food &

Drink

Options

Hotel

Type

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario



No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

A la carte

dining

only

No

entertain

ment

Excursions

to nearby

tourist

attraction

s

available

Internatio

nally

branded

food and

drink only

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Buffet

dining

only

Comedy/

cabaret

No pre-

organised

excursions

Local

food and

drink only

Room

with

space to

sit but not

socialise

Part of a

bigger

chain of

hotels

5 star

hotel

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

A la carte

& buffet

dining

Local

music

and

dance

Excursions

to local

attraction

s

available

Top

internatio

nal

brands &

local food

and drink

Room

with

space to

sit and

socialise

Local

family

owned

and

managed

4 star with

green

award

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool typeDining

option

Evening

Entertain

ment

Options

Excursions

Food &

Drink

Options

Room sizeHotel

Type

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario



No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

A la carte

dining

only

No

entertain

ment

Excursions

to nearby

tourist

attraction

s

available

Internatio

nally

branded

food and

drink only

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Buffet

dining

only

Comedy/

cabaret

No pre-

organised

excursions

Local

food and

drink only

Part of a

bigger

chain of

hotels

Room

with

space to

sit but not

socialise

4 star with

green

award

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

A la carte

& buffet

dining

Local

music

and

dance

Excursions

to local

attraction

s

available

Top

internatio

nal

brands &

local food

and drink

Local

family

owned

and

managed

Room

with

space to

sit and

socialise

5 star

hotel

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool typeDining

option

Evening

Entertain

ment

Options

Excursions

Food &

Drink

Options

Hotel

TypeRoom size

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario


maximise the sustainability for 65+?

No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

A la carte

dining

only

No

entertain

ment

Excursions

to nearby

tourist

attraction

s

available

Internatio

nally

branded

food and

drink only

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Buffet

dining

only

Comedy/

cabaret

No pre-

organised

excursions

Local

food and

drink only

Part of a

bigger

chain of

hotels

Room

with

space to

sit but not

socialise

5 star

hotel

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

A la carte

& buffet

dining

Local

music

and

dance

Excursions

to local

attraction

s

available

Top

internatio

nal

brands &

local food

and drink

Local

family

owned

and

managed

Room

with

space to

sit and

socialise

4 star with

green

award

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool typeDining

option

Evening

Entertain

ment

Options

Excursions

Food &

Drink

Options

Hotel

TypeRoom size

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario


sustainable tourism among different age groups?

• Air-conditioning & pool types: Both of these factors are very important in the holiday purchase process for all age groups and are consequently areas that consumers are less likely to compromise on for sustainability reasons.

• Evening Entertainment Options represents a key area to promote sustainable tourism through: holidaymakers of all age groups would prefer the sustainable option of local entertainment.

• Excursions also represents a key area to promote sustainable tourism: holiday makers of all ages would prefer to undertake excursions to local attractions than tourist attractions.

• Food & Drink has the potential to be utilised as an area for sustainable tourism: this factor is relatively unimportant across all age groups when compared to other factors such as the pool and air conditioning facilities, and is potentially an area where holiday makers will compromise for the sake of sustainable tourism.

• All ages of holiday makers would prefer to go to hotels that are locally run – this represents another area of sustainable tourism that could be promoted.


maximise the sustainability for AB’s?

No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

A la carte

dining

only

No

entertain

ment

Internatio

nally

branded

food and

drink only

Excursions

to nearby

tourist

attraction

s

available

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Buffet

dining

only

Comedy/

cabaret

Local

food and

drink only

No pre-

organised

excursions

Room

with

space to

sit but not

socialise

Part of a

bigger

chain of

hotels

4 star with

green

award

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

A la carte

& buffet

dining

Local

music

and

dance

Top

internatio

nal

brands &

local food

and drink

Excursions

to local

attraction

s

available

Room

with

space to

sit and

socialise

Local

family

owned

and

managed

5 star

hotel

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool typeDining

option

Evening

Entertain

ment

Options

Food &

Drink

Options

ExcursionsRoom SizeHotel

Type

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario


maximise the sustainability for C1’s?

No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

A la carte

dining

only

No

entertain

ment

No pre-

organised

excursions

Internatio

nally

branded

food and

drink only

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Buffet

dining

only

Comedy/

cabaret

Room

with

space to

sit but not

socialise

Excursions

to nearby

tourist

attraction

s

available

Local

food and

drink only

Part of a

bigger

chain of

hotels

5 star

hotel

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

A la carte

& buffet

dining

Local

music

and

dance

Room

with

space to

sit and

socialise

Excursions

to local

attraction

s

available

Top

internatio

nal

brands &

local food

and drink

Local

family

owned

and

managed

4 star with

green

award

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool typeDining

option

Evening

Entertain

ment

Options

Room SizeExcursions

Food &

Drink

Options

Hotel

Type

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario


maximise the sustainability for C2’s?

No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

No

entertain

ment

A la carte

dining

only

Excursions

to nearby

tourist

attraction

s

available

Internatio

nally

branded

food and

drink only

4 star with

green

award

Centrally

controlled

air-con

Free form

fun pool

Local

music

and

dance

Buffet

dining

only

No pre-

organised

excursions

Room

with

space to

sit but not

socialise

Local

food and

drink only

Part of a

bigger

chain of

hotels

4 star

hotel

To

neighbour

ing island

by boat

Individuall

y

controlled

air-con

Multiple

pools

Comedy/

cabaret

A la carte

& buffet

dining

Excursions

to local

attraction

s

available

Room

with

space to

sit and

socialise

Top

internatio

nal

brands &

local food

and drink

Local

family

owned

and

managed

5 star

hotel

To

neighbour

ing island

by plane

Air

conditioni

ng

Options

Pool type

Evening

Entertain

ment

Options

Dining

OptionsExcursionsRoom Size

Food &

Drink

Options

Hotel

Type

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario


maximise the sustainability for DE’s?

No fan or

air-con

Children’s

pool

Fan only,

no air-con

Traditional

pool

No

entertain

ment

A la carte

dining

only

Excursions

to nearby

tourist

attraction

s

available

Internatio

nally

branded

food and

drink only

4 star

hotel

Centrally

controlled

air-con

Free form

fun pool

Comedy/

cabaret

Buffet

dining

only

Room

with

space to

sit but not

socialise

No pre-

organised

excursions

Local

food and

drink only

Part of a

bigger

chain of

hotels

4 star with

green

award

To

neighbour

ing island

by plane

Individuall

y

controlled

air-con

Multiple

pools

Local

music

and

dance

A la carte

& buffet

dining

Room

with

space to

sit and

socialise

Excursions

to local

attraction

s

available

Top

internatio

nal

brands &

local food

and drink

Local

family

owned

and

managed

5 star

hotel

To

neighbour

ing island

by boat

Air

conditioni

ng

Options

Pool type

Evening

Entertain

ment

Options

Dining

OptionsRoom SizeExcursions

Food &

Drink

Options

Hotel

Type

Hotel

Rating

Transport

for

Excursions


Low

High




Ideal scenario

Next best

scenario

Worst

scenario


sustainable tourism among different Socio-Economic Groups?

• Air-conditioning & pool types: Both of these factors are very important in the holiday purchase process and are consequently areas that consumers are less likely to compromise on for sustainability reasons.

• Evening Entertainment Options represents a key area to promote sustainable tourism through: holidaymakers of all SEG groups except C2s would prefer the sustainable option of local entertainment.

• Excursions also represents a key area to promote sustainable tourism: holiday makers of all SEG groups would prefer to undertake excursions to local attractions rather than tourist attractions.

• Food & Drink has the potential to be utilised as an area for sustainable tourism.

• Holiday makers would prefer to stay in hotels that are locally run – this represents another area of sustainable tourism that could be promoted: All groups except C1s would prefer to stay in a 5* hotel and only C2s rate a 4* hotel as better than a 4* with a green award. This is also potentially an area to promote sustainable tourism.

How do Attitudes Translate to Holiday Behaviour?

• Main reasons for choosing most recent holiday

• Environmentally friendly actions on most recent holiday

26%

18%

14%

14%

9%

7%

3%

2%

Relaxation

To spend time with family

To enjoy sun, sea and sand

To see different scenery and landscapes

To find out about other people and cultures

To have fun with friends

To experience adventure and excitement in

natural env ironments

To see wildlife and enjoy nature

Whilst holidaymakers claim to be looking for

more unique experiences, the biggest

deciding factor is the opportunity for relaxation

Q21. Thinking about your last holiday abroad, what were your 3 main reasons for choosing the

holiday you went on? Base 1012

No. 1 reason for recent holiday choice

Environment related topics

Non environment related topics

42% observed local dress codes when

visiting religious sites

66% visited a local site of natural beauty

29% switched off the air conditioning to save energy

35% decided not to have their towels changed too often for environmental reasons

46% deliberately saved water by having a shower instead of a bath

81% made sure they did not leave any

litter

Are actions starting to speak as loud as words?

Q22. On your last holiday abroad, which, if any of the following things did you do? Base 1012

36% (ABTA, Sept 2000)*

18% (ABTA, Sept 2000)*

17% (ABTA, Sept 2000)*

* ABTA survey was among a sample of package holidaymakers, therefore caution must be placed on comparisons

Summing Up: Conclusions & Next Steps

Assess awareness and understanding of sustainable tourism

Awareness of sustainable tourism amongst holidaymakers has room to

improve – just 2 in 5 are currently aware of the term.

Nevertheless, a broad understanding of the term is high amongst those who

have heard of it.

The challenge now is to reach a wider audience, in particular, target

younger females, and to ensure that ALL elements of sustainable tourism

are communicated.

Summing Up

To segment the consumer base into like-minded groups, to provide

analysis according to consumer priorities

Segments identified are:

Enthusiastic environmentalists

Active non wasters

Lower value recyclers

Rich recyclers

Non-environmentalists

Summing Up

Quantify the relative importance of specific factors within the holiday

decision making process

There is no disguising the fact that non-sustainable elements are of the

greatest priority to holidaymakers, namely air conditioning, pool type and

dining options, regardless of the type of consumer.

However, factors linked to sustainable tourism which do not just benefit the

host country, but also benefit the holidaymaker, specifically local culture

through evening entertainment and culture & heritage through daytime

excursions, represent key areas to promote to maximise sustainability of

future holidays – these areas are still very important to the holidaymaker.

Summing Up

To quantify the importance of sustainability, not just at an overall level,

but also within the different elements.

There are two ‘sets’ of sustainable elements which can be focussed on

to maximise sustainability of future holidays:

1. Those sustainable elements which are actually very important to the

holidaymaker - local culture through evening entertainment and

culture & heritage through daytime excursionso Local culture – consumers would prefer local music and dance over less ‘sustainable’ options

o Culture & heritage – consumers would prefer excursions to local attractions or no pre-organised excursions over the less ‘sustainable’ option

2. Those sustainable elements which are lower down the overall

importance rating, but as such, are likely to be areas where

holidaymakers may compromise for the sake of sustainable tourism. o Food & Drink Options (Fair Trade - local purchasing) – consumers prefer to have a choice of both local and internationally branded food &drink, but their preference is for local cuisine over internationally branded cuisine.

o Hotel Rating – consumers prefer 5 * hotels, but would prefer to go to 4* hotels with a green award over standard 4* hotels

o Hotel Type - consumers prefer locally run hotels to large chains.

Summing Up

Appendix

The vast majority would be happy to have a

limited water supply if it benefited a

neighbouring village

Q23. If you knew that the neighbouring village to your holiday resort could not get water for

more than 2 hours a day whilst holidaymakers are there, which one of the following would you

be happy to do ? Base 1012

Scenario Testing

Happy to have

restricted water

use to 2 hours in

the morning and 2

hours in the

evening, if it

meant the

neighbouring

village could have

a reasonable

supply

83%

Would want

access to water at

all times - Water

supply is local

government

responsibility

17%

The environmental impact of aircraft is only

truly known by the few, not the many

About 1%

4%

About 15%

17%

About 25%

14%

About 40%

13%

About 60%

6%

Don't know

30%

About 5%

16%

Q24. From what you have read and heard, roughly what % of carbon dioxide emissions do you

believe are due to aircraft ? Base 1012

% of carbon emissions due to aircraft

Thank you for your time.

Any questions?

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