TUI Travel Sustainability Survey 2010

Transcription

1 TUI Travel Sustainability Survey 2010 Group Marketing TUI Travel International Consumer Research TUI Travel PLC International Consumer Research 15/03/2010 Page 1

2 Objectives Create international factbase to support future steps in Sustainability strategy and communication though better understanding of: 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 Familiarity with with the the concept of of sustainable holidays and and willingness/barriers to to book book Credibility of green messages made by both public and private sector Credibility of green messages made by both public and private sector TUI Travel PLC International Consumer Research 15/03/2010 Page 2

3 Survey set up Almost online interviews with holidaymakers* in 8 of our most important source markets In cooperation with *: Defined as persons who have taken at least one holiday involving a flight of at least 5 days over the last 2 years TUI Travel PLC International Consumer Research 15/03/2010 Page 3

4 Objectives Create international factbase to support future steps in Sustainability strategy and communication though better understanding of: 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 Familiarity with with the the concept of of sustainable holidays and and willingness/barriers to to book book Credibility of green messages made by both public and private sector Credibility of green messages made by both public and private sector TUI Travel PLC International Consumer Research 15/03/2010 Page 4

5 Familiarity with Sustainability Although most are familiar with the term in % Total N = 3,887 (1) not familiar at all very familiar (5) Low 2 Top 2 Total Question: The following questions are about the subject of sustainability. In general, to what extent are you familiar with the term sustainability? TUI Travel PLC International Consumer Research 15/03/2010 Page 5

6 Personal interest in Sustainability interest is still generally lower than awareness in % Total N = 3,887 (1) not interested at all very interested (5) Low 2 Top 2 Total Question:.In general, how interested are you personally in the topic of sustainability? TUI Travel PLC International Consumer Research 15/03/2010 Page 6

7 What do holidaymakers associate with Sustainability the most? Multi response in % Familiar with sustainability, values 3 to 5 TOTAL N = 3,295 n = 441 n = 427 n = 443 n = 427 n = 443 n = 305 n = 391 n = 418 Top 3 associations Protection of natural resources Environmental protection Waste reduction Fair trade Protecting human rights, fighting poverty and child labour Organic agriculture Low 3 associations Equal opportunities/fair pay in the workplace Promoting education/cooperation in the community Animal protection Question: And what do you associate with sustainability? TUI Travel PLC International Consumer Research 15/03/2010 Page 7 10% or less below total 10% or more above total

8 Which are the most interesting Sustainability issues for holidaymakers? Top-Two-Box in % Base: Respondents interested in sustainability (values 3 to 5) TOTAL N = 3,137 n = 404 n = 428 n = 435 n = 364 n = 333 n = 285 n = 483 n = 405 Top 3 interests (overall) Pollution issues Biodiversity and animal protection Climate change and carbon emissions Fair trade and labour standards Social and community issues Other environmental issues Organic food & agriculture Question: You have indicated you have an interest in sustainability, which areas are you most interested in? TUI Travel PLC International Consumer Research 15/03/2010 Page 9 10% or less below total 10% or more above total

9 Green behaviours in everyday life it has to be easy or offer a clear personal benefit to catch on Most common green behaviours in % Total N = 3,686 3,831 (1) never (2) seldom (3) often (4) very often (5) always Low 1 Top 3 Separate my waste for recycling Prefer regional and/or seasonal foods Use environmentally friendly detergents and cleaning agents. Use public transport when given the opportunity. Use bicycle or public transportation instead of car when given the opportunity Buy fair trade products Buy organic foods Least common green behaviours Buy products (e.g. furniture) with an eco label or a sustainability label. Book environmentally friendly holiday trips Buy clothing made from organic materials Donate to organisations devoted to environmental protection or social causes 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. TUI Travel PLC International Consumer Research 15/03/2010 Page 10

10 Objectives Create international factbase to support future steps in Sustainability strategy and communication though better understanding of: 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 Familiarity with with the the concept of of sustainable holidays and and willingness/barriers to to book book Credibility of green messages made by both public and private sector Credibility of green messages made by both public and private sector TUI Travel PLC International Consumer Research 15/03/2010 Page 12

11 Environmental impact The good news: we re not perceived as the worst of the lot in % Total N = 3,887 Has a relatively low impact on the environment (1) (2) (3) (4) Has a relatively high impact on the environment (5) (6) (7) Low 3 Top 3 Oil industry Automotive industry Manufacturing industry Energy production Construction industry Travel & Tourism industry Agriculture Retail industry Services industry Question: In your opinion, which of the following industries have the most harmful impact on the environment? TUI Travel PLC International Consumer Research 15/03/2010 Page

12 Who s the main culprit? Holidaymakers are right in assuming arrival/departure is most environmentally taxing holiday stage In % N = 3,887 Arrival and departure Hotel / lodging Activities at destination Meals Holiday planning Total Est. % distribution 0 of ecological footprint of a 2 week holiday involving a flight ex Germany to Majorca with full board lodging Source: Der touristische Klima-Fußabdruck; WWF Germany 2009 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. TUI Travel PLC International Consumer Research 15/03/2010 Page 15

13 Who s responsible? Holidaymakers believe local governments have as much responsibility as airlines Share of position (1) and (2) in % TOTAL N = 3,887 n = 507 n = 502 n = 501 n = 503 n = 501 n = 369 n = 502 n = 502 Government of the destination country Airlines Holiday companies Government of the home country Holiday makers themselves International organisations Hotels Non-governmental organisations 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 the extent of each one s responsibility, in your opinion. TUI Travel PLC International Consumer Research 15/03/2010 Page 16 10% or less below total 10% or more above total

14 Making holidays more sustainable More efficient resource usage and fair trade most suitable initiatives in % Total N = 3,887 More efficient use of resources in the hotel Supporting fair trade at the holiday destination Reduction in carbon emissions for aircraft/hotels Visible use of renewable energies at the holiday destination Awarding especially environmentally friendly hotels Active environmental protection at holiday destination Social projects at the holiday destination (1) not at all suitable very suitable (5) Low 2 Top Carbon offsetting 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. TUI Travel PLC International Consumer Research 15/03/2010 Page 17

15 In which areas should we focus on? Preserving habitats, resources and ensuring fair working conditions Multi response in % Holiday companies should be committed to... TOTAL N = 3,887 n = 507 n = 502 n = 501 n = 503 n = 501 n = 369 n = 502 n = preserving nature and natural habitats at the holiday destinations saving energy, water and other natural resources fair working conditions at the destination and the hotels it does business with environmental friendly and socially responsible economic development in the holiday destinations protecting endangered animal and plant species tackling climate change 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... TUI Travel PLC International Consumer Research 15/03/2010 Page 18 10% or less below total 10% or more above total

16 Objectives Create international factbase to support future steps in Sustainability strategy and communication though better understanding of: 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 Familiarity with with the the concept of of sustainable holidays and and willingness/barriers to to book book Credibility of green messages made by both public and private sector Credibility of green messages made by both public and private sector TUI Travel PLC International Consumer Research 15/03/2010 Page 19

17 Few holidaymakers are familiar with the term Sustainable holidays in % Total N = 3,887 (1) not familiar at all very familiar (5) Low 2 Top 2 Total Question: In general, to what extent are you familiar with the term sustainable holidays? TUI Travel PLC International Consumer Research 15/03/2010 Page 20

18 Accordingly, majority hasn t taken a sustainable holiday in % N = 2,035 Base: Respondents familiar with green holidays, values 3 to 5 Total NO 74 YES Question: Have you ever taken a sustainable holiday over the past 4 years? TUI Travel PLC International Consumer Research 15/03/2010 Page 21

19 Barrier No. 1 to booking more sustainable holidays Perceived price Question: In general, do you think sustainable holidays cost you less or more than conventional holidays? Sustainable holidays cost me a lot less... about the same... a lot more in % Total N = 3,887 (1) (2) (3) (4) (5) Low 2 Top 2 Total TUI Travel PLC International Consumer Research 15/03/2010 Page 22

20 Barrier No. 2 to booking more sustainable holidays Perceived difficulty of finding one in % Total N = 3,887 Holiday companies must be much clearer about what they do to promote environmental protection and sustainability. (1) I don't agree at all I strongly agreel (5) Low 2 Top I think sustainable holidays can contribute to improve the environmental/social situation at destination I would book more environmentally sustainable holidays if they were more readily available It is very difficult for me to find environmentally sustainable holidays If a company offered a sustainable holiday option, I would be very interested in booking this holiday trip I have a better image of holiday companies that actively invest in environmental/social initiatives In general, I do not trust statements by companies on environmental protection and sustainability I think environmentally sustainable holidays are just a con to make consumers spend more money For my holiday trips the topic of sustainability and environmental protection is unimportant Question: Please indicate to what extent you personally agree with the following statements. TUI Travel PLC International Consumer Research 15/03/2010 Page 23

21 Barrier 3 - the environment is still not a top concern when choosing a holiday in % Total N = 3,887 Question: Please state how important each of the following is to you when choosing a holiday involving a flight. (1) not important essential (5) Low 2 Top 2 Value for money Destination choice Price Level of service Reputation of holiday company brand Activities at the location / Hotel facilities (spa, restaurants, pools, etc) Well-known brand The holiday s impact on its local community at destination The holiday s impact on the environment TUI Travel PLC International Consumer Research 15/03/2010 Page 25

22 Barrier 4 People care, but they also just want to relax in % Total N = 3,887 I think that tourism is good for the local economy of the Low 2 Top 2 destination as it provides local people with jobs Getting to know the country and people of the holiday destination I m visiting is very important to me It s very important to me that the hotel staff at the destination has fair working conditions I try to recycle or save energy whenever I can when I m on Intact nature and environmental quality are important holiday aspects when choosing my holiday destination I care about the environmental impact of my holiday I expect the holiday company I m travelling with to compensate the environmental impact of my holiday When on holiday, I want to put considerations about environmental impact and social issues aside and relax I support taxes on air travel to help reduce environmental I m prepared to fly on holiday less often in order to pollution reduce environmental pollution When booking my holiday, I actively look for accommodations that are accredited as environmentally friendly/sustainable hotels. Question: Below we would like to ask you to tell us to what extent do you agree personally with the following statements. (1) I don t agree at all I strongly agree (5) TUI Travel PLC International Consumer Research 15/03/2010 Page 26

23 The opportunity - willingness to change behaviour and learn more is high in % Total N = 3,887 I am prepared to make small changes in my behaviour when I m on holiday if it helps the environment. (1) I don t agree at all I strongly agree (5) Low 2 Top I would like to know whether the holiday company I m travelling with is working to reduce its environmental impact I want to be given the facts about what the holiday company has achieved in terms of reducing its environmental impact I expect to get detailed information on environmental impacts of my whole holiday trip I find it hard to understand what I can do as an individual to make a difference to my environmental impact when going on holiday. I don t want to be told what the holiday company is doing in terms of reducing its environmental impact, but I expect it to do what it can Question: Please state how far you agree or disagree with the following statements. TUI Travel PLC International Consumer Research 15/03/2010 Page 28

24 The opportunity - willingness to change behaviour and learn more is high Top-Two-Box in % TOTAL N = 3,887 n = 507 n = 502 n = 501 n = 503 n = 501 n = 369 n = 502 n = 502 I am prepared to make small changes in my behaviour when I m on holiday if it helps the environment I would like to know whether the holiday company I m travelling with is working to reduce its environmental impact I want to be given the facts about what the holiday company has achieved in terms of reducing its environmental impact I expect to get detailed information on environmental impacts of my whole holiday trip I find it hard to understand what I can do as an individual to make a difference to my environmental impact when going on holiday I don t want to be told what the holiday company is doing in terms of reducing its environmental impact, but I expect it to do what it can Question: Please state how far you agree or disagree with the following statements. TUI Travel PLC International Consumer Research 15/03/2010 Page 29 10% or less below total 10% or more above total

25 Objectives Create international factbase to support future steps in Sustainability strategy and communication though better understanding of: 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 Familiarity with with the the concept of of sustainable holidays and and willingness/barriers to to book book Credibility of green messages made by both public and private sector Credibility of green messages made by both public and private sector TUI Travel PLC International Consumer Research 15/03/2010 Page 30

26 Credibility of green messages Almost half is not sure what to think of our industry s green messages in % Total N = 3,047 3,366 (1) not credible at all very credible (5) Low 2 Top 2 Non-governmental organisations International organisations Agriculture Services industry Retail industry Travel & Tourism industry Energy production Construction industry Automotive industry Manufacturing industry Oil industry Question: In your opinion, how credible are the "green messages" of the following sectors and organisations regarding their commitment to sustainability? TUI Travel PLC International Consumer Research 15/03/2010 Page 31

27 Credibility of green messages Only around 1/3 of holidaymakers perceives our messages as credible Top-Two-Box in % TOTAL N = 3,047 3,366 n = n = n = n = n = n = n = n = Non-governmental organisations International organisations Agriculture Services industry Retail industry Travel & Tourism industry Energy Production Construction industry Automotive industry Manufacturing industry Oil industry Question: In your opinion, how credible are the "green messages" of the following sectors and organisations regarding their commitment to sustainability? TUI Travel PLC International Consumer Research 15/03/2010 Page 32 10% or less below total 10% or more above total

28 Eco labels in UK Travel-specific labels still not widely known in % n = 507 / Have seen Haven t seen Don t know (1) not trustworthy very trustworthy (5) Low 2 Top Question: In your personal opinion, how trustworthy are the following seals/certificates/programmes for sustainability and environmental protection? TUI Travel PLC International Consumer Research 15/03/2010 Page 33

29 Eco labels in DE TUI Umwelt Champion with relatively high awareness in % Have seen n = 502 / Haven t seen Don t know (1) not trustworthy very trustworthy (5) Low 2 Top Question: In your personal opinion, how trustworthy are the following seals/certificates/programmes for sustainability and environmental protection? TUI Travel PLC International Consumer Research 15/03/2010 Page 34

30 Eco labels in FR Only country where EU Flower is most known label in % n = 501 / (1) not trustworthy very trustworthy (5) Have seen Haven t seen Don t know Low 2 Top Question: In your personal opinion, how trustworthy are the following seals/certificates/programmes for sustainability and environmental protection? TUI Travel PLC International Consumer Research 15/03/2010 Page 35

31 Eco labels in BE Travel-related certifications with low awareness in % n = 503 / (1) not trustworthy very trustworthy (5) Have seen Haven t seen Don t know Low 2 Top Question: In your personal opinion, how trustworthy are the following seals/certificates/programmes for sustainability and environmental protection? TUI Travel PLC International Consumer Research 15/03/2010 Page 36

32 Eco labels in NL Fairtrade certification only truly known label in NL in % n = 501 / (1) not trustworthy very trustworthy (5) Have seen Haven t seen Don t know Low 2 Top Question: In your personal opinion, how trustworthy are the following seals/certificates/programmes for sustainability and environmental protection? TUI Travel PLC International Consumer Research 15/03/2010 Page 37

33 Eco labels in SE Travel-specific labels largely unknown in % n = 369 / (1) not trustworthy very trustworthy (5) Have seen Haven t seen Don t know Low 2 Top Question: In your personal opinion, how trustworthy are the following seals/certificates/programmes for sustainability and environmental protection? TUI Travel PLC International Consumer Research 15/03/2010 Page 38

34 Eco labels in RU Highest awareness level for Green Globe certification in Russia in % N = 502 / (1) not trustworthy very trustworthy (5) Have seen Haven t seen Don t know Low 2 Top Question: In your personal opinion, how trustworthy are the following seals/certificates/programmes for sustainability and environmental protection? TUI Travel PLC International Consumer Research 15/03/2010 Page 39

35 Eco labels in USA Second highest awareness of Rainforest Alliance after UK in % N = 502 / (1) not trustworthy very trustworthy (5) Have seen Haven t seen Don t know Low 2 Top Question: In your personal opinion, how trustworthy are the following seals/certificates/programmes for sustainability and environmental protection? TUI Travel PLC International Consumer Research 15/03/2010 Page 40

36 Key Insights Although Sustainability issues do not rank as highly in the holiday booking decision as value for money and destination choice, the research shows us the issue is not unimportant There s a consensus on the range of projects/actions holiday initiatives holiday companies 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, there s a willingness to change own behaviour when on holiday and getting the facts on the environmental impact of our holidays TUI Travel PLC International Consumer Research 15/03/2010 Page 41