TUI Travel Sustainability Survey 2012

Group Marketing TUI Travel – International Consumer Insights

TUI Travel Sustainability Survey 2012

Key facts

3.000 holidaymakers* in 6 of our key source markets (500 per market, online survey)

*: Defined as persons (18 – 70 years old) who have taken at least one holiday

involving a flight of at least 5 days over the last 2 years

Has the level of engagement with Sustainability changed since 2010?What are the differences between Modern Mainstream and Traditional Mainstream travellers when it comes to Sustainability?Have TTP brands strengthened their green image since 2010?

What did wewant to find

out?

Insights relevant to…

Who did weinterview?

Sustainable Development colleagues, Marketing and Product Development

Insights usedto…

Refine SD comms approach Provide factbase for further SD stragegydevelopment across TTPBase for developing “Spreading Smiles” campaign strategy

Next update… …planned for 2015

What did we learn? – Level of engagement with sustainability

154% of holidaymakers are (highly) familiar with Sustainability, around the same share as

in 2010, however holidaymakers in Germany (67%) and the Netherlands (58%) have significantly increased their familiarity in the subject (+10% and +8% vs. 2010, respectively).

316% of holidaymakers know what a “sustainable holiday” is, and only 26% of those have booked one in the last 4 years

4

Although 65% still think sustainable holidays are more expensive than conventional holidays, this share has been reduced by 7% since 2010. Other barriers to booking more

sustainable holidays remain: 43% say it’s very difficult to find sustainable holidays, and

the environment still doesn’t play a decisive role in the booking decision, with only 29%stating the environment as an important factor

However, familiarity is not the same as interest as 40% of holidaymakers are (highly) interested in the subject! 2

Overall there are significant differences between Modern Mainstream and Traditional Mainstream customers in terms of their attitudes and level of engagement with Sustainability topics

5

What did we learn? – Modern vsTraditional Mainstream holiday makers

Quite a few differences, some highlights:

Modern MS Trad MS Diff.

Familiarity with Sustainability 59 43 +16

Personal interest in Sustainability 44 29 +15

Familiarity w/sustainable holidays 19 11 +8

I’d book more environmentally sustainable holidays if they were more readily available. 43 30 +13

I have a better image of holiday companies that actively invest in environmental/social initiatives.

41 31 +11

I think environmentally sustainable holidays are just a con to make consumers spend more money.

37 43 -6

For my holiday trips sustainability and environmental protection is unimportant. 25 31 -6

I want to be given the facts about what the hol. company has achieved in reducing its environmental impact.

53 41 +12

I expect the holiday company I travelling with to compensate the environmental impact of my holiday.

45 32 +13

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.

40 44 -4

n = 2,236 n = 783

Top Two Boxes (from 5-point scale) in %

Contents

What changed, what stayed the same vs. 2010?

What do “Modern Mainstream” travellers think about Sustainability?

Awareness of eco-labels across our source markets

40

56

24

42

51

32

38

22

12

30

24

15

28

21

54

67

58

55

54

51

42

14

9

10

16

13

18

17

Total

Familiarity with and Interest in Sustain-ability increase in DE and NL

Personal interest in sustainabilityFamiliarity w/sustainability

-2

-6

-3

+3

+1

+3

-1

Question F207: The following questions are about the subject of sustainability. In general, to what extent are you familiar with the term “sustainability”?Question F209: In general, how interested are you personally in the topic of sustainability?

+1

+10

+8

-3

-1

+4

-7

+3

-4

-3

+3

+1

+1

0

+1

+10

0

-1

+3

+1

-3

in %

Top2’12 vs. ‘10

Low2’12 vs. ‘10

Top2’12 vs. ‘10

Low2’12 vs. ‘10

n = 501

n = 503

n = 502

n = 504

n = 506

n = 503

N = 3,019

1 2 3 4 5lowest score = = highest score

Low2 Top2

Fuelled in part by energy

debate

-5% or less vs. ‘10 +5% or more vs. ‘10

54

67

58

55

54

51

42

TotalProtection of

natural resources

Environmental protection

Waste reduction

Fair Trade

Protecting human rights, fighting poverty and child labour

Organic agriculture

Equal opportunities/fair pay in the workplace

Animal protection

Promoting education/cooperation in the community

Associations with social/community themes w/slight decrease vs. 2010

Question F207: The following questions are about the subject of sustainability. In general, to what extent are you familiar with the term “sustainability”?Question F208: And what do you associate with sustainability?

‘12 vs. ‘10 ‘12 vs. ‘10

72

70

43

30

22

21

15

14

12

+1

+1

+5

-1

-2

0

-1

-2

-3

+1

+10

+8

-3

-1

+4

-7

Top 2, scale from 1-5, values 4+5

N = 3,019in %

n = 501

n = 503

n = 502

n = 503

N = 3,019

n = 504

n = 506

Familiarity w/sustainability Associations w/sustainability (all countries)


Pollution and climate change remain most interesting issues

Pollution issues 67 78 79 63 46 61

Climate change and carbon emissions 61 67 74 57 42 61

Biodiversity and animal protection 56 71 74 50 34 61

Fair trade and labour standards 60 67 62 50 39 58

Social and community issues 56 68 57 48 39 59

Other environmental issues 53 64 60 48 42 49

Organic food & agriculture 40 57 59 38 26 49

67

61

59

57

55

53

46

Top-Two-Box in %

Base: respondents with at least some interest in Sustainability (3+4+5) TOTAL

N = 2,355 n = 397 n = 446 n = 428 n = 359 n = 352 n = 397

Question F210: You have indicated you have an interest in sustainability, which areas are you most interested in?


Adoption of ‘green’ behaviours in everyday life is slowly improving

Low2 Top3

Separate my waste for recycling. -7 6 92 0

Prefer regional and/or seasonal foods. +2 17 82 0

Use environmentally friendly detergents and cleaning agents.

0 28 72 1

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

-4 32 68 0

Use public transport when given the opportunity.

-2 35 66 2

Buy fair trade products. 0 40 59 5

Buy products with an eco label or a sustainability label. 0 47 52 5

Buy organic foods. +2 49 51 2

Book environmentally friendly holiday trips. +3 55 44 2

Donate to organisations devoted to environmental protection or social causes.

-4 55 44 4

Buy clothing made from organic materials. +4 60 39 2

Question F214: 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.0% 20% 40% 60% 80% 100%

Mos

t co

mm

on

‘gre

en’ b

ehav

iour

sLe

ast

com

mon

‘g

reen

’ beh

avio

urs

Scale from 1 (“never”) to 5 (“always”)

never (1)

often (3) - always (5)2010 2012

N = 2,818 – 2,954in %

’12 vs. ‘10’12 vs. ‘10

16

26

22

18

16

12

5

52

38

48

51

52

50

71

+3

+2

+4

-1

-3

0

+5

74

79

78

65

66

79

79

26

21

22

35

34

21

21

However awareness and uptake ofsustainable holidays hasn‘t taken off yet

Top 2, scale from 1-5, values 4+5

Familiarity with concept of sustainable holidays

’12 vs. ‘10

’12 vs. ‘10

Low 2, scale from 1-5,

values 1+2

NO YES ’12 vs. ‘10

’12 vs. ‘10

TOTAL

Booking of sustainable holidays

Question F401: In general, to what extent are you familiar with the term “sustainable holidays”?Question F402: Have you ever taken a “sustainable” holiday over the past 4 years?

TOTAL-1

+1

-4

+2

+2

-3

-1

-1

-1

+4

-4

-2

-2

-3

+1

+1

-4

+4

+2

+2

+3

N = 3,019

in %

n = 501

n = 502

n = 506

n = 503

n = 504

n = 503

N = 1,443

n = 314

n = 263

n = 235

n = 247

n = 239

n = 145


How have these barriers evolved over the past 2 years?

Price perception

Perceived difficulty of finding sustainable options

Low importance of environmental considerations in holiday

booking process

1

2

3

Key barriers to booking more sustainable holidays identified in 2010 survey:

+1 8 65 -7

+1 7 72 -4

0 7 71 -4

0 9 70 -1

+4 8 65 -9

+2 11 60 -9

+4 8 55 -10

39

39

37

46

41

36

37

26

33

35

24

24

24

19

26

22

21

21

27

29

37

6

5

4

6

6

8

6

2

2

3

3

2

3

2

N = 3,019Total

in %

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

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

... about the same

n = 502

n = 503

n = 506

n = 503

n = 501

n = 504

Question F404: In general, do you think sustainable holidays cost you less or more than conventional holidays?

’12 vs. ‘10’12 vs. ‘10 Low2 Top2

1. Perceived price sustainable holidays is slowly coming down…

Sustainable holidays cost me …


Hol. companies must be much clearer about what they do to promote environmental protection and sustainability.

+1 10 59 -2

I think sustainable holidays can contribute to improve the environmental/social situation at destination.

0 12 50 0

It is very difficult for me to find environmentally sustainable holidays.

0 12 43 0

In general, I do not trust statements by companies on environmental protection and sustainability.

0 15 42 1

I would book more environmentally sustainable holidays if they were more readily available.

+4 20 40 -1

If a company offered a sustainable holiday option, I would be very interested in booking this holiday trip.

+2 19 39 0

I have a better image of holiday companies that actively invest in environmental/social initiatives.

+1 19 39 -2

I think environmentally sustainable holidays are just a con to make consumers spend more money.

-4 19 38 0

For my holiday trips the topic of sustainability and environmental protection is unimportant.

-2 35 26 0

0% 20% 40% 60% 80%

’12 vs. ‘10

Scale from 1 (“don’t agree at all”) to 5 (“strongly agree”)

Question F403: Please indicate to what extent you personally agree with the following statements.

I agree2010 2012

I don‘t agree

in %

TOTALN = 3,019

Low2 Top2

negative change

nochange

positive change

’12 vs. ‘10

2. Perceived difficulty of identifying sustainable holidays remains

Low2

Value for money +1 3 87 -1

Destination choice +1 3 86 -1

Price 0 3 85 0

Level of service +3 8 66 -4

Reputation of holiday company brand

+1 10 62 -2

Activities at the location / Hotel facilities

(spa, restaurants, pools, etc)+4 19 54 -3

Well-known brand +4 26 36 -3

The holiday impact on its local community at destination

+4 27 34 -4

The holiday impact on the environment

+5 33 29 -3

38

34

36

43

42

35

26

24

21

48

52

49

23

20

19

10

10

8

11

11

12

26

28

27

38

39

37

6

7

11

17

17

21

8

9

10

13

2

3

(1) not important essential (5)’12 vs. ‘10’12 vs. ‘10

Question F206: Please state how important each of the following is to you when choosing a holiday involving a flight.

in %

TOTALN = 3,019

Top2

3. Importance of environment has decreased due to economic crisis

Please state how important each of the following is to you when choosing a holiday:

Are people more willing to change behaviour while on holiday?

I am prepared to make small changes in my behaviourwhen I`m on holiday if it helps the environment.

+1 11 62 -1

I would like to know whether the holiday company I travelling with is working to

reduce its environmental impact.+1 15 52 -1

I want to be given the facts about what the holiday company has achieved in terms of reducing its

environmental impact.+2 18 50 0

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.-4 21 41 2

I expect to get detailed information on environmental impacts of my whole holiday trip.

+2 28 35 0

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.+1 32 32 1

0% 20% 40% 60% 80%

I agree2010 2012

I don‘t agreenegative change

nochange

positive change

Scale from 1 (“don’t agree at all”) to 5 (“strongly agree”)

in %

TOTALN = 3,019

’12 vs. ‘10 Low2 Top2 ’12 vs. ‘10

Question F503: Please state how far you agree or disagree with the following statements.

Key insights – 2012 vs 2010

Familiarity and personal interest in Sustainability are strongly linked to national debate on the issue, as is the case in Germany

Progress in adoption of sustainable behaviours in daily life is slow, however more respondents are buying sustainable products than 2 years ago

More regular purchase of sustainable products has started to changed price perceptions, which has had a positive effect on sustainable holidays’ perceived cost

Other barriers to increased demand have remained firmly in place – perceived difficulty of finding sustainable options and the importance of sustainability in the overall holiday booking process remain just as high as in 2010

Changing perceptions is a marathon, not a sprint –consistency in communicating benefits of more sustainable holidays and simplifying holiday search is key to achieve change

Contents




Dashboard 1 – level of engagement with Sustainability

Modern MS much morelikely to be interested in community issues and

organic food

TOTAL (all countries)N = 3,019 n = 2,236 n = 783

Total Modern MS Trad MS Diff.

Familiarity with Sustainability (Top2 in %) 54 59 43 +16

Personal interest in Sustainability (Top2 in %) 40 44 29 +15

Uptake of green behaviours (Top3 in %)*Separate my waste for recycling. 92 92 93 -1Prefer regional and/or seasonal foods. 82 84 76 +8Use environmentally friendly detergents and cleaning agents. 72 74 65 +10Use bicycle or public transportation instead of car when given the opportunity. 68 72 57 +15Use public transport when given the opportunity. 66 71 52 +19Buy fair trade products. 59 64 45 +19Buy products with an eco label or a sustainability label. 52 54 44 +10Buy organic foods. 51 56 38 +17Book environmentally friendly holiday trips. 44 48 34 +14

Donate to organisations devoted to environmental protection or social causes. 44 48 33 +15Buy clothing made from organic materials. 39 43 28 +15

Most interesting sustainability topics (Top2 in %)social and community issues 55 59 41 +17biodiversity and animal protection 59 60 51 +9pollution issues 67 67 61 +6other environmental issues 53 55 44 +11fair trade and labour standards 57 59 50 +8organic food & agriculture 46 49 33 +15climate change and carbon emissions 61 62 54 +8

**: always + very often + oftenMore information on definition of Modern Mainstream upon request

Dashboard 2 – Sustainability and holidays

N = 3,019 n = 2,236 n = 783Total Modern MS Trad MS Diff

Familiarity w/sustainable holidays (Top2 in %) 16 19 11 +8

Booked sust. holidays in the past (% share of yes) 26 27 19 +8

Barrier 1: Sustainable holidays cost me……less 8 9 6 +3…about the same 26 27 25 +2…more 65 64 69 -5

Barrier 2: Difficulty of finding sustainable holidays (Top2 in %)**

Hol. companies must be clearer about what they do to sustainability 59 61 55 +6It is very difficult for me to find environmentally sustainable holidays. 43 45 39 +6I’d book more environmentally sustainable holidays if they were more readily available. 40 43 30 +13I have a better image of holiday companies that actively invest in environmental/social initiatives. 39 41 31 +11I think environmentally sustainable holidays are just a con to make consumers spend more money. 38 37 43 -6For my holiday trips sustainability and environmental protection is unimportant. 26 25 31 -6

Barrier 3: Importance of environment in holiday booking (Top2 in %)** Value for money 87 86 88 -1Destination choice 86 88 83 +4Price 85 85 87 -2…The holiday impact on its local community at destination 34 37 26 +11The holiday impact on the environment 29 31 24 +6

TOTAL (all countries)

**: from a 5-point scale : Agree/disagreeMore information on definition of Modern

Mainstream upon request

Dashboard 3 – Attitudes towards Sustainability

N = 3,019 n = 2,236 n = 783Total Modern MS Trad MS Diff

Travel and Sustainability (Top2 in %)

I think tourism is good for the local economy of the destination as it provides local people with jobs. 76 75 76 -1

Credibility of "green messages" from tourism industry 28 27 29 -2

Sustainability communication needs (Top2 in %)**

I want to be given the facts about what the hol. company has achieved in reducing its environmental impact.

50 53 41 +12

I expect the holiday company I travelling with to compensate the environmental impact of my holiday.

42 45 32 +13

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.

41 40 44 -4

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.

32 32 34 -3

Personal attitudes towards Sustainability at destination (Top2 in %)**

It's very important to me that the hotel staff at the destination has fair working conditions. 64 67 56 +11

Getting to know the country and people of the holiday destination I visiting is very important to me. 62 65 52 +14

I am prepared to make small changes in my behaviour when I`m on holiday if it helps the environment.

62 64 56 +8

I try to recycle or save energy whenever I can when I on holiday. 47 50 39 +12

When on holiday, I want to put considerations about the environment and social issues aside and relax.

36 36 36 0

TOTAL (all countries)

**: from a 5-point scale : Agree/disagreeMore information on definition of Modern Mainstream upon request

Key insights – Modern vs Trad Mainstream

The Modern Mainstream target group is very informed and interested in Sustainability topics and requires detailed information on what we as travel companies are doing to provide sustainable holiday experiences

On the other hand, the Traditional Mainstream is more sceptical about the issue and is less willing to actively look inform themselves and purchase sustainable products/holidays

Modern Mainstream has thus higher expectations when it comes to holidays – the group expects to be told the facts and is more likely to book sustainable holidays

Targeting comms strategy to Modern MS / Trad MS needs is essential – traditional MS requires more “educational” content to activate interest/trust while Modern MS is more open to detailed information and a wider variety of topics

Contents




1 -1 2 -2

4 -4 2 -6

1 -1 2 -5

4 -4 1 -6

5 -5 1 -6

2 -2 -1 -2

87

69

35

34

30

29

27

27

25

19

50

52

56

57

59

58

59

10

12

15

15

14

15

15

14

15

in %

Eco labels UK – Fairtrade and Rainforest alliance most trustworthy

’12 vs. ‘10 ’12 vs. ‘10

68

50

19

18

16

16

14

12

12

5

5

4

3

4

4

4

3

3

’12 vs. ‘10 ’12 vs. ‘10TrustAwareness

Question F603: In your personal opinion, how trustworthy are the following seals/certificates/programmes for sustainability and environmental protection? If you are not familiar with a particular seal or certificate, please mark it accordingly.

N= 502Total

Haven‘t seen Have seenDon‘t know

„Haveseen“

Haven‘tseen / Do not know

Top 2Low 2

Missing values: Not asked in 2010

Scale from 1 (“very trustworthy”) to 5 (“very trustworthy”)

Travel-focused eco labels

-4 4 1 3

1 -1 0 -1

2 -2 -1 -1

2 -2 2 -5

0 0 0 -2

1 -1 -2 -3

in %

Eco labels Germany – Comparable awareness of all eco labels and low trustworthiness


’12 vs. ‘10 ’12 vs. ‘10 ’12 vs. ‘10 ’12 vs. ‘10TrustAwarenessN= 501Total


46

44

39

40

45

42

36

39

38

35

36

40

43

47

47

42

44

49

47

49

52

51

14

13

14

14

14

14

14

14

13

13

13

24

22

20

19

19

18

16

16

15

14

14

8

7

7

7

10

8

8

9

7

8

8

„Haveseen“ Top 2Low 2





-4 4 1 2

-8 8 1 7

-2 2 0 0

3 -3 0 -2

-11 11 1 2

in %

Eco labels FR – Higher awareness for Travellifeand ISO 14001 with stable trustworthiness




62

58

50

47

45

43

42

41

7

6

9

9

10

10

10

10

31

36

41

44

44

47

47

49

42

37

32

28

22

21

21

18

6

8

6

5

8

7

9

7






8 -8 0 -3

-3 3 -1 3

2 -2 0 -2

-3 3 -1 0

in %

Eco labels Belgium – Significant decrease of awareness of EU Ecolabel




49

42

30

29

28

29

28

26

27

24

28

34

36

35

35

34

35

36

27

30

36

35

37

35

37

39

37

34

28

17

15

15

15

14

13

12

4

3

3

4

5

5

3

4

4






2 -2 -3 3

8 -8 -4 -3

10 -10 -4 -2

6 -6 -4 1

in %

Eco labels Netherlands – Awareness of Green Globe decreases significantly





36

37

28

27

28

27

25

25

22

42

42

51

51

51

52

54

52

55

22

21

22

22

21

21

21

23

23

20

18

13

12

12

11

10

9

7

4

5

3

4

4

5

3

5

5





-10 11 -2 14

-10 10 -1 10

0 0 -1 3

-4 4 -1 5

in %

Eco labels Sweden – High level of trustworthiness at ‘Nordics Environmental Label’

’12 vs. ‘10 ’12 vs. ‘10 ’12 vs. ‘10 ’12 vs. ‘10TrustAwareness




Total N= 503

83

48

41

30

31

31

29

28

29

27

8

38

42

54

54

52

55

56

53

58

9

15

17

15

15

17

17

16

18

15

59

30

21

15

14

13

11

11

10

9

5

5

5

5

5

5

6

5

6

5





Key insights – eco-labels

Awareness and credibility of most eco labels has barely improved in the last 2 years, partly due to large number of eco labels/certifications in the market and the lack of common standards

TUI Travel Sustainability Survey 2012

Documents

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