Being 'green' is paying off, claims Abta study

Being 'green' is paying off, claims Abta study

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Travel companies with a good environmental record are increasingly gaining a commercial advantage, Abta claims in a new study released today (Thursday).

Almost a third of consumers (29%) would be likely to choose one company over another based on their environmental record, up from one in five (19%) in 2011.

The survey also reveals a steady increase in the number of people prepared to pay more for a holiday with a company based on a better environmental and social record.

A quarter of the 2,003 people polled said they would be prepared to do so, up from one in five (19%) in 2011, after having dropped to only 14% in 2012.

There is growing sentiment amongst consumers that it is the travel company's responsibility to be environmentally responsible.

More than four in ten consumers (45%) agree with this, up from a third (31%) in 2011. Only one in ten (13%) think this is not the case.

The majority (62%) also believe that travel companies should ensure that their holidays help the environment, with only 5% disagreeing.

One in four consumers (40%) believe that holidays should have an environmental and social rating, such as provided by the Travelife scheme, with only 16% disagreeing.

Those aged 25-34 are the most likely group (37%) to choose one company over another based on their environmental record. They are also the most likely (34%) to be prepared to pay more for a holiday with a company based on a better environmental and social record.

Those with a young family are also the most likely (37%) to be willing to pay more for a holiday with a company based on a better environmental and social record.

Abta head of destinations and sustainability, Nikki White, said: “This new Abta research shows that there is a growing appetite for holidays that are provided responsibly. 

“The fact that younger consumers, aged 25-34, are the most likely to value companies with a good environmental record suggests that we will see demand for environmental credentials further increase in the future. 

“The public are also very clear in their views that they see it as the industry’s job to take responsibility for this and that there should also be certification systems in place such as Abta’s Travelife scheme to ensure that they can quickly and easily identify companies that are taking greater steps in sustainability.”

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