Poverty in destinations is the social and environmental issue that most concerns holidaymakers, more than pollution from transport or waste of water or energy.
Waste disposal and the negative impact of tourism on destinations come a close second.
Research for Travel Weekly on attitudes to sustainability found almost one in four holidaymakers (23%) identified poverty as the issue of most concern to them.
Remarkably, one in two said they would be prepared to pay a premium to make their holidays more ‘responsible’.
Almost three out of five (58%) expressed concern about issues of sustainability. The remainder said they had no concerns.
The study by consumer research firm TNS found just over one in 10 holidaymakers were worried about pollution from a flight, coach or cruise ship, while a similar proportion were concerned about the origin of water in their hotel or the overuse of water or energy.
A slightly higher number (13%) were concerned about the wages and conditions of hotel staff.
The research was conducted among more than 2,000 UK adults in August. However, the results reported here are drawn solely from the 722 consumers who had taken, or were due to take, a holiday this year – that is, the views of those who travel most often. A survey of the population as a whole would include many people who don’t travel at all.
The results suggest near to half of holidaymakers (44%) regard governments as responsible for making holidays more sustainable. Just over one-third (35%) thought travel firms should take responsibility, while one in four said holidaymakers themselves should do more.
Fewer than one in six (15%) saw airlines as responsible, despite the pressure on carriers from environmental campaigners.
The survey suggests slightly more concern about the issues among travellers aged 16-34, of whom 62% worried about some aspect of sustainability compared with 55% among the rest of the population.
Better-off travellers were most concerned about the impact of tourism, with one in three expressing concern compared with one in 10 among skilled and unskilled workers. Two-thirds of better-off tourists (69%) were concerned about some aspect of sustainability, but so were 49% in the less-well-off group.
TNS head of travel and tourism Tom Costley said: “There is little doubt primary responsibility for ensuring investment towards improving the sustainability of destinations will have to come from governments and possibly the industry, with consequences for holidaymakers via higher prices.”
Sue Hurdle, chief executive of The Travel Foundation, said: “People regularly say they are willing to pay more in research.
“What we have been unable to see is whether they actually do.”
TNS interviewed 2,070 UK adults face to face on August 19-23
This article appeared in a special responsible travel edition of Travel Weekly magazine, in association with Virgin Holidays
