A growing number of people are looking for more ethical holidays, new statistics show.
Some 29 per cent of consumers say they would be likely to choose one travel company over another on the basis of environmental record – an increase from 19 per cent in 2011 – while 25 per cent say they would pay more for a trip with a more environmentally and socially responsible business, compared to 19 per cent in 2011.
The statistics, from the UK's largest travel association ABTA, demonstrate that businesses could be missing out by not upping their social responsibility game.
This could be particularly true of companies looking to cater for 25 to 34-year-olds, who are the most likely to opt for one company over another and pay more for a holiday based on better environmental and social records.
The ABTA figures also found that 45 per cent of consumers believe that it is travel companies' responsibility to be environmentally responsible and 62 per cent also think travel businesses should ensure their holidays help the environment. Forty per cent also believe that holidays should have an environmental and social rating, such as the Travelife scheme.
"There is a growing appetite for holidays that are provided responsibly," says Nikki White, ABTA Head of Destinations and Sustainability. "The fact that younger consumers, aged 25-34, are the most likely to value companies with a good environmental record suggests that we will see demand for environmental credentials further increase in the future.
"The public are also very clear in their views that they see it as the industry's job to take responsibility for this and that there should also be certification systems in place."