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HOLIDAY MAKERS REFUSE TO ALTER HABITS TO SAVE ENVIRONMENT OR PAY MORE TO OFFSET CARBON FOOTPRINT

New research from BLM Media shows, among other things, that:

Scottish holiday makers are least concerned about the environment
88% of British holiday makers shun travel agents and research holidays online

Concerns about the environment are failing to filter through to holidaymakers as a third of people are still not prepared to spend any more on a holiday in order to offset their carbon emissions, says new research by travel industry marketing specialist BLM Media (www.blm.co.uk). The research polled 2500 people online. 63% were female, 56% were married, 60% had children. 66% were aged 25-55 years old.

Six out of ten (59%) holiday makers say they will not cut down on the number of holidays abroad to save the environment, while one in three (35%) are not prepared to pay an extra £20 per holiday to offset their flight’s carbon emissions.

Travel companies are not luring in customers with ‘green offers’ either as 41% said they would not book a holiday with a company just because it has green credentials. 35% sat on the fence saying they ‘didn’t know’. Only 24% said they would select a company based on environmental credentials – and the majority of these people were aged under 25.

It’s not all doom and gloom as there is hope thanks to the under 20s. The research suggests that saving the environment rests with the young as these are the most environmentally friendly group – 39% said they would cut down on holidays abroad to save the environment. Youngsters are also more likely to select a holiday company based on their green credentials.

Importance of Travel Agents in terminal decline – 75% go to the internet first
Increasingly holiday makers are going independent, booking direct and creating their own bespoke packages. One in three (36%) people do not book traditional packaged holidays.

Only 12% of people now use travel agents with 61% citing high prices as the main reason for avoiding them. The internet continues to empower consumers to book direct – 52% book flight and accommodation direct, rising to 73% for flights only. The internet is now the first place people go to for holiday information – 75% stated this. 70% also stated the internet was very important in planning their holiday.

Scots least concerned by environmental issues

Looking at the figures regionally, Scottish consumers are the most unconcerned about the environment with 74% saying they would not cut down on holidays; while consumers in the West Midlands showed the most concern – 37% said they would cut down on holidays if it would make a difference. The national average was 26%.

Average holiday cost is now £1,171 – Some Scottish people only spend £250
The average cost of a holiday, per person and excluding holiday spending money, is £1,171, the Scottish were the thriftiest with 10% spending less than £250 on a long haul holiday; the most extravagant were people in the south east of England who spend £1,494 on average.

What makes us relax?

What’s most likely to make us relax on holiday? 94% said good accommodation, 80% say friendly local people, while 87% appreciate great scenery.

Chris Armond, business director at BLM who commissioned the research, said:
“The green message is not getting through to holiday makers who appear to value their vacations more than the environment. The internet is helping travellers become more independent so much so that traditional travel agents have to change their business model to attract holiday makers back through their doors.”

Ends

For more information contact Mark Terry-Lush on 07740 432 112 or email mark@reneagdemedia.net

About BLM Media

Founded in 1990 BLM Media is the UK’s largest independent media agency committed to delivering Premium Performance to its clients. BLM works for travel clients including Thomas Cook, Brittany Ferries, Bourne Leisure and Swan Hellenic. BLM Media aims to consistently deliver performance that exceeds clients’ objectives though access to highly experienced staff who spend more time with their clients; access to industry leading planning tools and processes that generate the best insight and ideas; a buying approach that delivers market beating value irrespective of the size of budget; access to the best digital media resource in the UK; specialists with a deep level of experience in key business sectors; shared risk: BLM’s remuneration is tied to delivering clients’ objectives.

BLM Media is part of BLM Group which includes Agency of the Year 2007 BLM Quantum; kids and youth specialist BLM Azure; premium and luxury specialist BLM Red; award-wining regional specialist BLM Clilverd; and international media network, Columbus Media International.


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