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TUI Travel Sustainability Survey 2010

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

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 the concept of sustainable holidays and Familiarity with the concept of sustainable holidays and willingness/barriers to book willingness/barriers to 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

Survey set up
Almost 4.000 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

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 the concept of sustainable holidays and Familiarity with the concept of sustainable holidays and willingness/barriers to book willingness/barriers to 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

Familiarity with Sustainability – Although most
are familiar with the term…
in %

Total
N = 3,887

Low 2 15

(1) not familiar at all
6 9 34 31

very familiar (5)
20

Top 2 51

Total

12 15 13 17 13 18 15 21
10 6 4 6 9 11

3 7 3 10 8 9 12

9 8

30 29 33 31 37 33 39 39

30 30 33 29 34 36 31 27 12 16

28 26 22 23 16 13

58 56 55 53 50 50 46 40

9

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

Personal interest in Sustainability – …interest
is still generally lower than awareness
in %

Total
N = 3,887

Low 2 18

(1) not interested at all
6 13 36 28

very interested (5)
17

Top 2 45

Total

3 13 20 15 21 22 27 33
11 7 6 8 20 22 3 10 7 13

3 39 35 38 37 37 41 43

18

37 31 28 29 27 31 24 20 4 7 17 19 17 15 10

42

79 48 46 46 42 41 32 24

5 10 15 14

Question:.In general, how interested are you personally in the topic of sustainability? TUI Travel PLC | International Consumer Research | 15/03/2010 | Page 6

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
39 29

70 67

77 78 44 28 15 18

76 71 32 29 27 22 15 15 13

67 63 49 33 20 18 13 11 27

64 65 36 36 29 14 21 13 21

76 70 36 36 22 23 14 13 11

65 66 33 21 33 31 18 20 13

55 49 35 28 42 12 35 35 8

76 71 48 17 18 20 16 21 13

Protecting human rights, fighting 25 poverty and child labour Organic agriculture 19 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

18 18 15

13 16 11

10% or less below total

10% or more above total

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

71

67

77

80

70

53

56

79

76

64

60

76

73

55

40

56

78

66

63

60

67

68

60

46

54

73

63

62

62

62

59

52

43

57

87

61

Social and community issues

61

57

71

55

46

41

60

86

65

Other environmental issues

57

56

58

57

49

39

53

71

64

Organic food & agriculture

52

46

56

56

35

31

44

84

53

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

‘Green’ behaviours in everyday life – it has
to be easy or offer a clear personal benefit to catch on
in %

Total
N = 3,686 – 3,831

Low 1 Most common ‘green’ behaviours 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. Buy products (e.g. furniture) with an eco label or a sustainability label. Least common ‘green’ behaviours Book environmentally friendly holiday trips. Buy clothing made from organic materials. Donate to organisations devoted to environmental protection or social causes. 5 4 7 11 12 8 13 13 16 18 24

(1) never

(2) seldom

(3) often

(4) very often

(5) always

Top 3 86

5 4 7 11 12 8 13 13

9 12

14 31 22 25 24 33 34 36

17 34 30 22 21 31 26 26 25

55 20 25 22 23 20 20 18 14 14 12 16 21 20 8 7 8 7 6 8

84 72 64 64 60 53 52 47 43 40

16 18 24

37 39 36

23 20

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

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 the concept of sustainable holidays and Familiarity with the concept of sustainable holidays and willingness/barriers to book willingness/barriers to 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

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) (5)

Has a relatively high impact on the environment
(6) (7)

Low 3
Oil industry

Top 3
7
4 9 4 10 5 11 4 12 3 5 11 6 9 4 9 6 11 21 22 15 11 22 24 23 34 31 25 27 22 19 11 4 10 4 23 31 32 31 22 22 11 54 32 29 28 9 10

4 6 6 7 17 19 30 35 40

89 85 84 81 65 62 55 42 36

Automotive industry Manufacturing industry Energy production Construction industry Travel & Tourism industry Agriculture Retail industry Services industry

18 18 15 24 25

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 13

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

43 51 47 45 45 44 42 37 35 19 22

20 17 18 19 20 21 21 20 17

14 12 13 13 12 13 13

13 11 12 12 13 13 13 14 15

10 9 11 11 9 9 11 9 12

0 Est. % distribution of ecological footprint of a 2 week holiday involving a flight ex Germany to Majorca with full board lodging 76 12 7 5

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

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

40 39 32 27 20 15 13 13

36 45 39 30 17 14 10 10

39 39 37 20 18 16 18 13

40 35 33 26 20 18 14 14

45 41 29 29 20 11 14 11

41 36 30 27 23 14 15 14

35 46 40 30 16 17 5 10

45 37 25 29 20 22 10 13

37 37 27 27 27 11 19 14

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

Making holidays more sustainable – More
efficient resource usage and fair trade most suitable initiatives
in %

Total
N = 3,887

(1) not at all suitable Low 2

very suitable (5) Top 2

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 Carbon offsetting

7 8 9 9 9 8 11 12
4

25 2 6 3 6 3 6 3 6 2 6 4 7 8

25 28 27 29 29 30 30 31

37 36 35 35 35 35 31 33

31 28 28 28 28 27 28 24

68 64 64 63 62 62 59 57

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

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 = 502

... 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.

70

64

65

69

70

69

62

85

72

55

54

58

64

57

53

48

40

66

55

59

56

52

58

61

63

40

53

55

55

52

50

51

49

59

71

51

42

40

37

46

43

41

36

49

42

... tackling climate change. 23

29

32

19

20

26

32

15

16

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

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 the concept of sustainable holidays and Familiarity with the concept of sustainable holidays and willingness/barriers to book willingness/barriers to 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

Few holidaymakers are familiar with the term ‘Sustainable holidays’
in %

Total
N = 3,887

(1) not familiar at all

very familiar (5)

Low 2 47
25 22 33 14 6

Top 2 20

Total

29 44 37 45 52 50 55 57
27 28 32 44

11 22 19 23

18 22 18 22 25 22 23 23

37 30 38 31 32 35 31 28

24 16 17 16 10 6 11 7 8

9

33 26 25 24 16 15 14 6

12 2 11 3 42

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

Accordingly, majority hasn’t taken a sustainable holiday
in % N = 2,035 Base: Respondents familiar with „green“ holidays, values 3 to 5

NO
74

YES
26

Total

81 81 79 74 69 69 69 68
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 19 21 26 31 31 31 32

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 (1) ... about the same (3) ... a lot more (5) in %

Total N = 3,887 Total

Low 2 7

(2)

(4)

Top 2 71

2 5

22

42

29

6 7 5 9 8 9 3 12
6

24 1 6 13 2 6 3 5 3 6 13 6

18 18 21 20 26 23 22 25

36 41 46 41 44 42 41 43

40 34 28 30 25 27 24 20

76 75 74 71 69 69 66 63

TUI Travel PLC | International Consumer Research | 15/03/2010 | Page 22

Barrier No. 2 to booking more sustainable holidays – Perceived difficulty of finding one
in %

Total
N = 3,887

(1) I don't agree at all

I strongly agreel (5)

Low 2 8 12 16 12 17 17 14 23 37
16 35 4 8 6 10 4 8 6 11 6 11 4 10 7 16 21 28 34 37 44 39 39 44 39 37 34 36 29 29 29 28 28 25 17 9 17 16 15 16 13 14 29 19

Top 2 64 55 46 45 44 44 41 38 26

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

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
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

Top 2
9 9 12 4 36 5 9 8 8 11 14 16 17 21 24 25 35 38 37 34 33 33 42 41 38 31 28 24 12 11 11 55 56 53 33 26 24

2 3 3 5 9 14 22 24 28

89 88 85 74 67 61 43 39 35

TUI Travel PLC | International Consumer Research | 15/03/2010 | Page 25

Barrier 4 – People care, but they also just want to relax
in %

Total
N = 3,887

(1) I don’t agree at all

I strongly agree (5)

Low 2 3 9 9 18 15 22 23 27 31 36 37
8 9 10 15 17 16 7 11 5 10 14 14 17 16 19 21 6 6 19 24 28 30 33 36 37 34 33 33 36 42 36 40 32 33 29 27 25 24 20 19 12 13 15 12 11 9 20 19 31 24 36

Top 2 78 67 63 52 52 42 41 39 36 31 27

I think that tourism is good for the local economy of the 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 holiday. Intact nature and environmental quality are important 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 pollution. I’m prepared to fly on holiday less often in order to 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. TUI Travel PLC | International Consumer Research | 15/03/2010 | Page 26

The opportunity - willingness to change behaviour and learn more is high
in %

Total
N = 3,887

(1) I don’t agree at all

I strongly agree (5)

Low 2 9
36 25 38 28

Top 2 66

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 28

14

6 8

31

36

19

55

16

7 9

32

33

20

53

26

11

15

35

26

13

39

26

10

16

36

26

12

38

31

12

19

36

22

11

33

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.

66

61

70

69

61

58

57

81

68

55

51

57

61

54

44

49

71

53

53

49

52

60

52

44

41

68

52

39

31

42

50

35

27

21

64

34

38

40

40

42

39

32

39

39

36

33

38

35

30

26

29

26

43

35

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

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 the concept of sustainable holidays and Familiarity with the concept of sustainable holidays and willingness/barriers to book willingness/barriers to 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

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 10 11 23 24 27 28 41 37 47 49 67
11 19 19 42 7 8 8 17 26 28 30 25 7 17 19 20 25 16 4 6 5 6 21 25 35 43 42 42 29 38 29 31 16 35 37 28 25 23 22 20 18 17 13 10 6 7 7 8 8 8 8 9 14 33 28

Top 2 69 64 42 33 31 30 29 25 24 20 17

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

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 = 387 - 435 n = 415 - 445 n = 407 - 458 n = 389 - 451 n = 359 - 411 n = 245 - 281 n = 444 - 473 n = 393 - 440

Non-governmental organisations International organisations Agriculture Services industry Retail industry Travel & Tourism industry Energy Production
42 33 31 30 29

69 64

71 67 48 35 32 32 34 25 31 28

69 64 46 33 27 31 26 25 25 24 17

72 64 41 40 44 33 33 31 30 20 20

70 64 36 29 30 22 27 32 22 15 12

64 62 37 27 22 21 29 17 20 14 8

65 59 27 25 24 22 21 15 20 15 10

69 71 45 32 31 39 23 18 14 15 14

66 61 50 38 35 36 38 32 32 30 23

Construction industry 25 Automotive industry 24 Manufacturing industry 20 Oil industry
17

26

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

Eco labels in UK – Travel-specific labels still not
widely known
in % n = 507 / 150 – 446

(1) not trustworthy
Have seen Haven‘t seen Don‘t know

very trustworthy (5)

Low 2 4 3 8 6 8 9 8 10 11
28 2 9 35 24 35 27 35 2 16 20 23 27 28 27 29 37 40 33 39 35 39 36 40 37 30 25 22 23 36 29 28 23 26 47 38

Top 2 80 77 70 67 64 63 63 52 48

88 73 41 36 34 30 34 33 30 43 49 50 53 49 50 54

39 16 11 17 15 16 17 17 17 16

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

Eco labels in DE – TUI Umwelt Champion with
relatively high awareness
in %
Have seen

n = 502 / 181 – 406

(1) not trustworthy
Haven‘t seen Don‘t know

very trustworthy (5)

Low 2 9 15 15 17 19 19 21 23 22 21
5 10 6 9 6 11 7 12 6 13 7 7 9 9 14 16 13 12 45 21 28 34 32 31 32 32 33 34 37 34 36 32 32 30 30 31 28 25 27 20 19 19 21 19 16 16 18 15 36

Top 2 71 57 51 51 50 49 47 44 44 42

81 47 45 42 46 42 39 39 38 37 40 44 48 42 48 49 48 50 51

10 8 13 11 10 12 11 12 13 12 12

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

Eco labels in FR – Only country where EU Flower
is most known label
in %
Have seen

n = 501 / 188 – 333
Haven‘t seen Don‘t know

(1) not trustworthy

very trustworthy (5)

Low 2 8 11 11 12 13 19 20
26 25 40 26

Top 2 66 63 62 61 59 50 48

65

7

28

48

11

42

3 8

26

40

23

45

12

43

3 8

27

36

26

56

8

36

2 10

26

36

25

51

11

39

3 10

28

35

24

39

13

48

4 15

30

35

16

38

13

49

4

16

32

35

13

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

Eco labels in BE – Travel-related certifications
with low awareness
in %
Have seen

n = 503 / 114 – 350
Haven‘t seen Don‘t know

(1) not trustworthy

very trustworthy (5)

Low 2 7 8 7 12 11 15 19
35 25 17 45 31

Top 2 76 67 65 64 61 51 49

70

9

21

39

26

35

25

46

21

57

17

26

34

29

42

22

39

26

34

3 9

24

46

18

32

27

41

5 6

29

45

16

25

32

43

7 8

33

36

15

24

31

45

8 11

32

42

7

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

Eco labels in NL – Fairtrade certification only truly
known label in NL
in %
Have seen

n = 501 / 148 – 404
Haven‘t seen Don‘t know

(1) not trustworthy

very trustworthy (5)

Low 2 8 20 24 19 22 30 28
11 6 5 15 26 20 40 32

Top 2 72 47 44 43 40 27 25

80

8 12

45

37

18

33

33

15

41

38

21

9

15

32

33

11

38

43

19

7 12

38

27

16

38

42

20

14

40

34

6

31

46

23

19

43

21

6

30

48

21

9

19

47

19

5

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

Eco labels in SE – Travel-specific labels largely
unknown
in %
Have seen

n = 369 / 60 – 172
Haven‘t seen Don‘t know

(1) not trustworthy

very trustworthy (5)

Low 2 11 14 18 14 16 24 21
6 3 11 6 5 26 32 30

Top 2 63 49 40 36 33 22 21

77

16 7

51

37

12

37

37

13

37

53

10

4 14

42

31

9

31

57

12

6 8

50

33

3

31

58

11

6 10

51

23

10

25

63

12

18

55

18

4

25

65

10

9

12

59

18

2

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

Eco labels in RU – Highest awareness level for
Green Globe certification in Russia
in %
Have seen

N = 502 / 241 – 332

(1) not trustworthy
Haven‘t seen Don‘t know

very trustworthy (5)

Low 2
18

Top 2
34 23 39 31

65

17

30

70

60

18

23

35

36

27

38

27

65

50

22

28

41

44

34

43

16

59

49

24

28

42

4 7

31

44

14

58

48

22

30

46

46

36

37

18

54

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

Eco labels in USA – Second highest awareness of
Rainforest Alliance after UK
in % N = 502 / 188 – 304

(1) not trustworthy
Have seen Haven‘t seen Don‘t know

very trustworthy (5)

Low 2 8
62 23 39 31

Top 2 69

44

42

13

55

29

16

10

55

24

32

35

67

61

23

16

9

45

24

37

29

67

41

44

14

11

7 4

24

35

30

66

40

45

15

12

7 5

28

36

24

60

38

47

15

14

8 6

31

32

23

55

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

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