tui travel sustainability survey 2010

8/8/2019 TUI Travel Sustainability Survey 2010

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TUI Travel PLC | International Consumer Research | 15/03/2010 | Page 1

Group Marketing TUI TravelInternational Consumer Research

TUI Travel Sustainability Survey 2010


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Objectives

Familiarity & relevance of Sustainability in everyday life

Familiarity & relevance of Sustainability in everyday life

Customer perceptions on the environmental impact of holiday travel

Customer perceptions on the environmental impact of holiday travel

Credibility of green messages

made by both public and private sector



Familiarity with the concept of sustainable holidays and

willingness/barriers to book

Familiarity with the concept of sustainable holidays andwillingness/barriers to book

Create international factbase

to support future steps in Sustainabilitystrategy and communication though better understanding of:


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Survey

set

up

Almost 4.000 online interviews with holidaymakers* in 8 of our mostimportant source markets

*: Defined as persons who have taken at least one holiday involving a flight of at least 5 days over the last 2 years

In cooperation with


4/36


Objectives

Familiarity & relevance of Sustainability in everyday lifeFamiliarity & relevance of Sustainability in everyday life

Customer perceptions on the environmental impact of holiday travelCustomer perceptions on the environmental impact of holiday travel


made by both public and private sectorCredibility of green messages








5/36


Low

2 Top 2

Total 15 51

12 58

15 56

13 55

17 53

13 50

18 50

15 46

21 40

31

30

30

33

29

34

36

31

27

20

28

26

22

23

16

13

16

12

34

30

29

33

31

37

33

39

39

9

9

8

10

9

9

12

9

11

3

7

8

4

6

6

10

3

6

Familiarity with Sustainability

Although mostare familiar with the term

Question: The following questions are about the subject of sustainability. In general, to what extent are you familiar with the term sustainability?

N = 3,887

Totalin %

(1) not

familiar

at all very

familiar

(5)


6/36


Low

2 Top 2

Total 18 45

3 79

13 48

20 46

15 46

21 42

22 41

27 32

33 24

28

37

31

28

29

27

31

24

20

17

42

17

19

17

15

10

7

4

36

18

39

35

38

37

37

41

43

13

3

10

13

10

15

14

20

22

3

5

6

8

7

11

7

6

Personal interest in Sustainability

interestis still generally lower than awareness

Question:.In

general, how interested are you personally in the topic of sustainability?

N = 3,887

Totalin %

(1) not

interested

at all very

interested

(5)


7/36


Protection of natural resources 77 76 67 64 76 65 55 76

Environmental protection 78 71 63 65 70 66 49 71

Waste reduction 44 32 49 36 36 33 35 48

Fair trade 28 29 33 36 36 21 28 17

Protecting human rights, fighting poverty and child labour

15 27 20 29 22 33 42 18

Organic agriculture 18 22 18 14 23 31 12 20

Equal opportunities/fair pay inthe workplace

13 15 13 21 14 18 35 16

Promoting education/cooperationin the community

16 15 11 13 13 20 35 21

Animal protection 11 13 27 21 11 13 8 13

70

67

39

29

25

19

18

18

15

What do holidaymakers associate withSustainability the most?

Question: And what do you associate with sustainability?

TOTAL

N = 3,295

10% or less below total 10% or more above total

Multi response in %Familiar with sustainability,values 3 to 5

n = 441 n = 443 n = 427 n = 305 n = 391 n = 418n = 427 n = 443

T o p

3 a s s o c

i a t i o n s

L

o w

3 a s s o c i a

t i o n s


8/36


Pollution issues 67 77 80 70 53 56 79 76

Biodiversity and animalprotection 60 76 73 55 40

56 78 66

Climate change and carbonemissions 60 67 68 60 46

54 73 63

Fair trade and labour

standards 62 62 59 52 43 57 87 61

Social and community issues 57 71 55 46 41 60 86 65

Other environmental issues 56 58 57 49 39 53 71 64

Organic food & agriculture 46 56 56 35 31 44 84 53

71

64

63

62

61

57

52

Question: You have indicated you have an interest in sustainability, which areas are you most interested in?

TOTAL

N = 3,137 n = 404 n = 435 n = 364 n = 333 n = 285 n = 483 n = 405n = 428


Top-Two-Box in %

Base: Respondents interestedin sustainability (values 3 to 5)

Which are the most interesting Sustainability issues for holidaymakers?

T o p

3 i n t e r e s t s

( o v e r a l

l )


9/36


Low

1 Top 3

Separate my waste for recycling. 5 86

Prefer regional and/or seasonal foods. 4 84

Use environmentally friendly detergentsand cleaning agents. 7 72

Use public transport when given theopportunity. 11 64

Use bicycle or public transportation instead of car when given the opportunity. 12 64

Buy

fair trade

products. 8 60

Buy

organic

foods. 13 53

Buy products (e.g. furniture) with an eco labelor a sustainability label. 13 52

Book environmentally friendly holidaytrips. 16 47

Buy clothing made from organic materials. 18 43

Donate to organisations

devoted to

environmental protection or social causes.24 40

5

4

7

11

12

8

13

13

16

18

24

9

12

22

25

24

33

34

36

37

39

36

14

31

30

22

21

31

26

26

25

23

20

17

34

25

22

23

20

20

18

14

14

12

16

21

8

7

8

7

6

8

20

20

55

Green

behaviours

in everyday life

it hasto be easy or offer a clear personal benefit to catch on

Question: The following questions are about the environment and the possible effects on your everyday life. Please indicate how

often you do the following in your everyday life.

N = 3,686

3,831

Totalin %

(1) never (2) seldom (3) often (4) very

often (5) always

M o s t c o m

m o n

g r e e n

b e h a v

i o u r s

L e a s t c o m m o n

g r e e n

b e

h a v

i o u r s


10/36


Objectives












11/36


Low 3 Top 3

Oil industry 4 89

Automotive industry 6 85

Manufacturing industry 6 84

Energy production 7 81

Construction industry 17 65

Travel & Tourism industry 19 62

Agriculture 30 55

Retail industry 35 42

Services industry 40 36

11

22

24

23

34

31

25

27

22

23

31

32

31

22

22

19

11

10

54

32

29

28

9

10

11

4

4

4

4

5

12

11

15

21

22

4

5

9

9

11

3

6

4

6

Environmental impact

The good news: werenot perceived as the worst of the lot

Question: In your opinion, which of the following industries have the most harmful impact on the environment?

N = 3,887

Totalin %Has a relatively low impact on theenvironment

Has a relatively high impact on theenvironment

(5) (6) (7)(3)(2)(1) (4)

9

7

10

11

18

18

15

24

25


12/36


43

51

47

45

45

44

42

37

35

76

20

17

18

19

20

21

21

19

22

12

14

12

13

13

12

13

13

20

17

0

7

13

11

12

12

13

13

13

14

15

5

11

11

9

11

9

12

9

9

10

N = 3,887

Total

In % Arrival anddeparture

Hotel /lodging

Activities atdestination Meals

Holidayplanning

Whos the main culprit?

Holidaymakers are right in assuming arrival/departure is most environmentally taxing holiday stage

Question: When you think of your holidays involving flights, how

large is the environmental impact in your opinion of each stage

of your holiday, from planning to the hotel? Please distribute

100 points according to the extent of the environmental impact of the following stages of a holiday trip.

Est. % distribution of ecological footprint of a 2 week holiday involving a flight ex Germany to Majorca with full board lodging

Source: Der touristische Klima-Fuabdruck; WWF Germany 2009


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Whos responsible?

Holidaymakers believe localgovernments have as much responsibility as airlines

Government of thedestination country

36 39 40 45 41 35 45 37

Airlines 45 39 35 41 36 46 37 37

Holiday

companies 39 37 33 29 30 40 25 27

Government of thehome country

30 20 26 29 27 30 29 27

Holiday

makers

themselves 17 18 20 20 23 16 20 27

International organisations 14 16 18 11 14 17 22 11

Hotels 10 18 14 14 15 5 10 19

Non-governmental

organisations 10 13 14 11 14 10 13 14

Question: In your opinion, how should the responsibility for dealing with the environmental impact of holidays involving flights

be distributed? Please arrange the following list into a sequence according to theextent of each ones responsibility, in your opinion.

TOTAL

N = 3,887 n = 507 n = 501 n = 503 n = 501 n = 369 n = 502 n = 502n = 502


40

39

32

27

20

15

13

13

Share of position (1) and (2) in %

M ki g h lid t i bl


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Low

2 Top 2

More efficient use of resources inthe hotel

7 68

Supporting fair trade at theholiday destination

8 64

Reduction in carbon emissions foraircraft/hotels

9 64

Visible use of renewable energies atthe holiday destination

9 63

Awarding especially environmentallyfriendly hotels

9 62

Active

environmental

protection

atholiday

destination 8 62

Social projects at the holidaydestination

11 59

Carbon

offsetting 12 57

37

36

35

35

35

35

31

33

31

28

28

28

28

27

28

24

25

28

27

29

29

30

30

31

5

6

6

6

6

6

7

8

3

3

2

4

4

3

2

2

Making holidays more sustainable

Moreefficient resource usage and fair trade most suitableinitiatives

Question: Many holiday companies claim to be involved in a variety of initiatives and projects aimed at making sustainable tourism possible. Please indicate how suitable the following projects are for achieving this goal in your opinion.

(1) not

at all suitable very

suitable

(5)N = 3,887

Totalin %


15/36


In which areas should we focus on?

Preserving habitats, resources and ensuring fair working conditions

... preserving nature and naturalhabitats at the holiday

destinations.

64 65 69 70 69 62 85 72

... saving energy, water and othernatural resources

54 58 64 57 53 48 40 66

... fair working conditions at the

destination and the hotels it doesbusiness with.

59 56 52 58 61 63 40 53

environmental friendly and sociallyresponsible economic development in

the holiday destinations.55 52 50 51 49 59 71 51

... protecting endangered animal andplant species. 40 37 46 43 41 36 49 42

... tackling

climate

change. 29 32 19 20 26 32 15 16

Question: When you think of holiday travel in general, in which sustainability areas do you think companies offering holidays involving flights should focus on? Holiday companies should be committed to ...

TOTAL

N = 3,887 n = 507 n = 501 n = 503 n = 501 n = 369 n = 502 n = 502n = 502


Multi response in %

70

55

55

55

42

23

Holiday companies should be committed to ...


16/36


Objectives












17/36


Low

2 Top 2

Total 47 20

29 33

44 26

37 25

45 24

52 16

50 15

55 14

57 6

14

24

16

17

16

10

12

11

4

6

9

11

7

8

6

2

3

2

33

37

30

38

31

32

35

31

28

22

18

22

18

22

25

22

23

23

11

22

23

27

28

32

44

19

25

Few holidaymakers are familiar with theterm Sustainable holidays

Question: In general, to what extent are you familiar with the term sustainable holidays?

N = 3,887

Totalin % (1) not

familiar

at all very

familiar

(5)

d l h k


18/36


74

81

81

79

74

69

69

69

68

19

19

26

31

31

31

32

21

26Total

NO

Accordingly, majority hasnt taken asustainable holiday

YES

Question: Have you ever taken a sustainable

holiday over the past 4 years?

N = 2,035in %

Base: Respondents

familiar

with

green

holidays, values

3 to 5


19/36


Low

2 Top 2

Total 7 71

6 76

7 75

5 74

9 71

8 69

9 69

3 66

12 63

42

36

41

46

41

44

42

41

43

29

40

34

28

30

25

27

24

20

4

6

6

5

6

3

6

2

2

1

1

2

3

3

1

6

5

3

Barrier No. 1 to booking more sustainableholidays

Perceived price

Question: In general, do you think sustainable holidays cost you

less or more than conventional holidays? Sustainable holidayscost me ...

N = 3,887Totalin %

22

18

18

21

20

26

23

22

25

... a lot less ... a lot more

(4) (5)(2)(1) (3)

... about the same

b k bl


20/36


Low

2 Top 2Holiday companies must be much clearer about what they

do to promote environmental protection andsustainability.

8 64

I think sustainable holidays can contribute to improvethe environmental/social situation at destination. 12 55

I would book more environmentally sustainableholidays if they were more readily available . 16 46

It is very difficult for me to findenvironmentally sustainable holidays. 12 45

If a company offered a sustainable

holiday option, Iwould be very interested in booking this holiday trip. 17 44

I have a better image of holiday companies thatactively invest in environmental/social initiatives. 17 44

In general, I do not trust statements by companieson environmental protection and sustainability. 14 41

I think environmentally sustainable holidays are justa con to make consumers spend more money. 23 38

For my holiday trips the topic of sustainabilityand environmental protection is unimportant. 37 26

34

36

29

29

29

28

28

25

17

29

19

17

16

15

16

13

14

9

28

34

37

44

39

39

44

39

37

5

8

10

8

11

11

10

16

21

6

4

6

4

7

16

6

4

3

Question: Please indicate to what extent you personally agree with the following statements.

(1) I don't agree at all I strongly

agreel

(5)

N = 3,887

Totalin %

Barrier No. 2 to booking more sustainableholidays

Perceived difficulty of finding one

B i 3 h i i ill


21/36


Low

2 Top 2

Value

for

money 2 89

Destination choice 3 88

Price 3 85

Level of service 5 74

Reputation of holiday company brand 9 67

Activities at the location / Hotel facilities(spa, restaurants, pools, etc) 14 61

Well-known

brand 22 43

The holidays impact on its localcommunity at destination 24 39

The holidays impact on theenvironment 28 35

34

33

33

42

41

38

31

28

24

55

56

53

33

26

24

12

11

11

9

9

12

21

24

25

35

38

37

4

6

9

14

16

17

5

8

8

11

3

Barrier 3 -

the environment is still not a topconcern when choosing a holiday

Question: Please state how important each of the following is to

you when choosing a holiday involving a flight.

(1) not

important essential (5)N = 3,887

Totalin %

B i 4 P l b t th l j t


22/36


Low

2 Top 2I think that tourism is good for the local economy of the

destination as it provides local people with jobs. 3 78

Getting to know the country and people of the holidaydestination Im visiting is very important to me. 9 67

Its very important to me that the hotel staff at thedestination has fair working conditions. 9 63

I try to recycle or save energy whenever I can when Im onholiday. 18 52

Intact nature and environmental quality are importantaspects when choosing my holiday destination. 15 52

I care about the environmental impact of my holiday. 22 42

I expect the holiday company Im travelling with tocompensate the environmental impact of my holiday. 23 41

When on holiday, I want to put considerations about

environmental impact and social issues aside and relax. 27 39I support taxes on air travel to help reduce environmental

pollution. 31 36

Im prepared to fly on holiday less often in order toreduce environmental pollution. 36 31

When booking my holiday, I actively look foraccommodations that are accredited as environmentally

friendly/sustainable hotels.37 27

42

36

40

32

33

29

27

25

24

20

19

36

31

24

20

19

12

13

15

12

11

9

19

24

28

30

33

36

37

34

33

33

36

6

6

11

10

14

14

17

16

19

21

7

8

9

10

15

17

16

5

Barrier

4

People care, but

they

also justwant

to relax

Question: Below we would like to ask you to tell us to what extent do you agree personally with the following statements.

(1) I dont agree at all I strongly

agree

(5)N = 3,887

Totalin %

Th t it illi g t h g


23/36


Low

2 Top 2

I am prepared to make small changes in mybehaviour

when Im on holiday if it helps theenvironment.

9 66

I would like to know whether the holiday companyIm travelling with is working to reduce its

environmental impact14 55

I want to be given the facts about what the holiday

company has achieved in terms of reducing itsenvironmental impact. 16 53

I expect to get detailed information on environmentalimpacts of my whole holiday trip. 26 39

I find it hard to understand what I can do as anindividual to make a difference to my environmental

impact when going on holiday.26 38

I dont want to be told what the holiday company isdoing in terms of reducing its environmental impact,

but I expect it to do what it can.31 33

38

36

33

26

26

22

28

19

20

13

12

11

25

31

32

35

36

36

6

8

9

15

16

19

7

11

12

3

6

10

The opportunity -

willingness to changebehaviour

and learn more is high

Question: Please state how far you agree or disagree with the following statements.

N = 3,887

Totalin % (1) I dont agree at all I strongly

agree

(5)

The opportunity willingness to change


24/36


I am prepared to make small changes in mybehaviour

when Im on holiday if it helps theenvironment.

61 70 69 61 58 57 81 68

I would like to know whether the holidaycompany Im travelling with is working to reduce

its environmental impact51 57 61 54 44 49 71 53

I want to be given the facts about what the

holiday company has achieved in terms of reducing its environmental impact. 49 52 60 52 44 41 68 52

I expect to get detailed information onenvironmental impacts of my whole holiday trip. 31 42 50 35 27 21 64 34

I find it hard to understand what I can do as anindividual to make a difference to my environmental

impact when going on holiday.40 40 42 39 32 39 39 36

I dont want to be told what the holiday company isdoing in terms of reducing its environmental impact,

but I expect it to do what it can.38 35 30 26 29 26 43 35

Question: Please state how far you agree or disagree with the following statements.

TOTALN = 3,887 n = 507 n = 501 n = 503 n = 501 n = 369 n = 502 n = 502n = 502


Top-Two-Box in %

66

55

53

39

38

33

The opportunity -

willingness to changebehaviour

and learn more is high


25/36


Objectives












Credibility of green messages Al t h lf i


26/36


Low

2 Top 2

Non-governmental organisations 10 69

International organisations 11 64

Agriculture 23 42

Services industry 24 33

Retail industry 27 31Travel & Tourism industry 28 30

Energy production 41 29

Construction industry 37 25

Automotive industry 47 24

Manufacturing

industry 49 20

Oil industry 67 17

35

37

28

25

23

22

20

18

17

13

10

33

28

14

8

8

8

9

7

8

7

6

21

25

35

43

42

42

29

38

29

31

16

6

6

16

17

19

20

25

26

28

30

25

7

7

8

17

11

19

19

42

8

5

4


Almost half isnot sure what to think of our industrys green messages

Question: In your opinion, how credible are the "green messages"

of the following sectors and organisations

regarding their commitment to sustainability?

(1) not

credible

at all very

credible

(5)N = 3,047

3,366

Totalin %

Credibility of green messages Only around


27/36


Non-governmental organisations 71 69 72 70 64 65 69 66

International organisations 67 64 64 64 62 59 71 61

Agriculture 48 46 41 36 37 27 45 50

Services industry 35 33 40 29 27 25 32 38

Retail industry 32 27 44 30 22 24 31 35

Travel & Tourism industry 32 31 33 22 21 22 39 36

Energy Production 34 26 33 27 29 21 23 38

Construction industry 25 25 31 32 17 15 18 32

Automotive industry 31 25 30 22 20 20 14 32

Manufacturing

industry 28 24 20 15 14 15 15 30

Oil industry 26 17 20 12 8 10 14 23

69

64

42

33

31

30

29

25

24

20

17

Question: In your opinion, how credible are the "green messages"

of the following sectors and organisations

regarding their commitment to sustainability?

TOTAL

N = 3,047

3,366 n = 387 -

435 n = 407 -

458 n = 389 -

451 n = 359 -

411 n = 245 -

281 n = 444 -

473 n = 393 - 440n = 415 -

445


Top-Two-Box in %


Only around1/3 of holidaymakers perceives our messages as credible

Eco labels in UK Travel specific labels still not


28/36


Low

2 Top 2

4 80

3 77

8 70

6 67

8 64

9 63

8 63

10 52

11 48

33

39

35

39

36

40

37

30

25

47

38

36

29

28

23

26

22

23

16

20

23

27

28

27

29

37

40

2

5

4

5

7

5

8

9

3

2

2

3

2

2

3

Question: In your personal opinion, how trustworthy are the following seals/certificates/programmes

for sustainability and environmental protection?

in %

Eco labels in UK

Travel-specific labels still notwidely known

(1) not trustworthy very trustworthy

(5)Havent

seenHave

seen Dont

know

n = 507 / 150

446

41 43 17

73 16 11

88 3 9

154936

165034

175330

174934

175033

165430

Eco labels in DE TUI Umwelt Champion with


29/36


Low

2 Top 2

9 71

15 57

15 51

17 51

19 50

19 49

21 47

23 44

22 44

21 42

34

36

32

32

30

30

31

28

25

27

36

20

19

19

21

19

16

16

18

15

21

28

34

32

31

32

32

33

34

37

5

10

9

11

12

13

14

16

13

12

6

6

6

7

7

9

9

7

5

4

in %



n = 502 / 181

406

38 50 12

39 48 13

39 49 12

42 48 11

46 42 12

42 48 10

45 44 11

47 40 13

81 10 8

125137


(5)

Havent

seenHave

seen Dont

know

Eco labels in DE

TUI Umwelt

Champion withrelatively high awareness

Eco labels in FR Only country where EU Flower


30/36


Low

2 Top 2

8 66

11 63

11 62

12 61

13 59

19 50

20 48



in % n = 501 / 188

333

40

40

36

36

35

35

35

26

23

26

25

24

16

13

25

26

27

26

28

30

32

6

8

8

10

10

15

16

3

2

4

4

3

3

2

38 13 49

39 13 48

51 11 39

56 8 36

45 12 43

48 11 42

65 7 28

Havent

seenHave

seen Dont

know


(5)

Eco labels in FR

Only country where EU Floweris most known label

Eco labels in BE Travel-related certifications


31/36


Low

2 Top 2

7 76

8 67

7 65

12 64

11 61

15 51

19 49

45

46

42

46

45

36

42

31

21

22

18

16

15

7

17

25

29

24

29

33

32

5

5

4

9

6

8

11

3

3

7

8

5

3

2



in % n = 503 / 114

350

24 31 45

25 32 43

32 27 41

39 26 34

57 17 26

39 26 35

70 9 21

Havent

seenHave

seen Dont

know


(5)

Eco labels in BE

Travel related certificationswith low awareness

Eco labels in NL Fairtrade certification only truly


32/36


Low

2 Top 2

8 72

20 47

24 44

19 43

22 40

30 27

28 25

40

33

33

27

34

21

19

32

15

11

16

6

6

5

20

33

32

38

40

43

47

6

15

15

12

14

19

19

9

7

11

9

6

5

2



in % n = 501 / 148

404

30 48 21

31 46 23

38 42 20

38 43 19

41 38 21

45 37 18

80 8 12

Havent

seenHave

seen Dont

know


(5)

Eco labels in NL

a t ade

ce t cat o o y t u yknown label in NL

Eco labels in SE Travel-specific labels largely


33/36


Low

2 Top 2

11 63

14 49

18 40

14 36

16 33

24 22

21 21

32

37

31

33

23

18

18

30

13

9

3

10

4

2

26

37

42

50

51

55

59

5

11

14

8

10

18

12

4

6

6

9

6

3

6



in % n = 369 / 60

172

25 65 10

25 63 12

31 58 11

31 57 12

37 53 10

51 37 12

77 16 7

Havent

seenHave

seen Dont

know


(5)

p g y

unknown

Eco labels in RU Highest awareness level for


34/36


Low

2 Top 2

30 70

35 65

41 59

42 58

46 54

39

38

43

44

37

31

27

16

14

18

23

27

34

31

36

4

6

4

7

6

4

4

4

3

3

in %



N = 502 / 241

332

48 22 30

49 24 28

50 22 28

60 18 23

65 17 18

Havent

seenHave

seen Dont

know


(5)

g

Green Globe certification in Russia

Eco labels in USA Second highest awareness of


35/36


Low

2 Top 2

8 69

10 67

9 67

11 66

12 60

14 55

39

32

37

35

36

32

31

35

29

30

24

23

23

24

24

24

28

31

2

5

5

4

5

6

4

7

8

7

5

6

in %



N = 502 / 188

304

40 45 15

41 44 14

61 23 16

55 29 16

44 42 13

154738

Havent

seenHave

seen Dont

know


(5)

Rainforest Alliance after UK


36/36


Key Insights

Although Sustainability issues do not rank as highly in the holiday booking decisionas value for money and destination choice, the research shows us

the issue is not

unimportant

Theres a consensus on the range of projects/actions holiday initiatives holidaycompanies can undertake

preserving natural habitats, saving resources, fair

working conditions

Few are aware of sustainable holidays

barriers to booking are perceived price,difficulty of finding appropriate offers

However, theres a willingness to change own behaviour when on holiday and getting the facts on the environmental impact of our holidays

tui travel sustainability survey 2010

Documents