Almost half of holidaymakers are willing to pay a premium to stay in green or sustainable accommodation on their holiday despite the cost of living crisis, new research reveals.
The study found that 47% of more than 2,000 respondents are prepared to pay at least £100 extra per person, with one in eight prepared to spend an additional £500 or more.
This equates to an average spend of £152pp on top of what they would normally pay.
The willingness to pay a premium for sustainable accommodation increased among frequent travellers, according to the poll for InsureandGo.
Among those who take several overseas trips each year, 61% are ready to pay more than £100 for greener accommodation options, with the average additional spend being just over £200 per person.
Even among those who typically have just one major holiday abroad each year, 54% were willing to pay a premium for environmentally friendly accommodation at an average additional cost of £194pp.
Similarly, while two-thirds of individuals who said they placed sustainable travel at the “heart of their holiday planning” were the most willing to pay a premium – £243pp average – even among less eco-conscious travellers, 52% would spend over £100 more (£169pp average).
The research also found that the pressures of rising costs have inadvertently prompted a shift towards sustainable choices for many people planning their holidays.
Overall, 81% of travellers could point to one or more ways they are looking to both save money and their impact on the environment.
The ways they were doing this include:
- A fifth (19%) considering visiting closer destinations, cutting back on the number of air miles travelled.
- Around a quarter (24%) plan to take fewer bags, and for these bags to be lighter, both to save money and to reduce their carbon footprint.
- Twelve per cent are avoiding flights for their trips to save money, reflecting a shift towards sustainable travel methods. Additionally, 18% will choose public transport over personal or hired vehicles for airport commutes.
- A third (32%) will re-use last year’s summer clothes for their next holiday in an effort to be greener, while a quarter now plan to take refillable cups, and 17% are opting for second-hand clothing.
- A quarter (24%) plan to eat local produce with low food miles while at their destination. Additionally, 21% said would opt for self-catering to actively supporting local shops and markets.
The travel insurance firm’s chief executive Chris Rolland said: “At a time when household budgets are squeezed and every penny counts, choosing to pay a premium involves a deliberate and thoughtful decision.
“The fact that so many people are willing to pay more to support environmentally responsible practices clearly illustrates their commitment to being greener on their travels.
“The various steps people are taking to do their bit – both small and large – continue to demonstrate that sustainability is increasingly becoming a key factor in people’s holiday planning.
“People’s awareness of their impact on the environment, heightened by the severe consequences of environmental change witnessed through forest fires and flooding last summer, has led to a growing willingness to contribute positively to the environment.”