Brewing storm?
Last night’s excellent Travel Vision 2010 seminar at the Travel Club in London threw up a flurry of statistics about UK travellers. Hosted by CIMTIG and the British Travel Awards, the main part of the evening was the presentation of the findings of a survey of over 15,000 UK holidaymakers, exploring their decision making behaviour and travel plans. I will dwell on these results in future posts and some of these findings are directly relevant to those of us who scatter our words freely through cyberspace.
I felt one comment however was worthy of instant analysis. Simon Calder, the well known UK travel journalist and host of the Travel Clinic on LBC, a London radio station, spoke about the thousands of enquiries he gets each week from listeners looking for advice and information on all things travel; everything from where to go on honeymoon to how to pack a carry-on bag. In two years of hosting the show, the subject of carbon footprints, responsible travel or any environmental aspect of holidays has never once been raised. Not once.
My immediate reaction was one of surprise. Not that I expected it to be no.1 most popular item on the public radar, especially in these difficult times. But given the number of calls the show receives, to draw a complete blank in two years is telling. So what’s going on?
There is no shortage of green propaganda going out to the public. A favourite topic of the broadcasting media, the climate change message has been derailed to some extent recently by allegations of selective release of data. But we still see regular news items on the subject, and in the UK Channel 4 in particular offers a regular diet of documentaries focussing on social responsibility violations from around the world. The travel blogging world is full of those who focus on a green theme, be it reducing our carbon use or the social impact of our travels. A robust market in pushing the green message is there for all to see.
Many specialist tour operators are actively marketing their responsible travel credentials. Some feature the awards received for their social responsibility, others highlight the local communities who benefit from their activities. Hotels are keen to jump on the bandwagon, telling us how they will save the money they used to waste in changing our towels daily or having decent lights in the room, all in the name of saving the planet.
So the lavish Save the World party is meticulously planned, and everyone has been invited. But guess what? When the guests turn up, their only focus is the free booze. All the messages that have been carefully designed to capture the imagination of the guests are wasted as they concentrate on getting the most value from the free bar.
That’s the reality. While there are exceptions, when it comes to the crunch people decide on their travel plans based on cost, value, convenience and comfort, and the green issues are of no more than marginal importance. The messages relating to the long-term health of the planet or the welfare of those who are impacted by our travels are largely disregarded in favour of our immediate needs from our well-deserved holiday.
Many businesses have woken up to this, and market being green as a ‘nice to have’ extra rather than a customer winning benefit. Maybe the BBC and other broadcasters will also tire of sending out the same message to an audience that’s increasingly immune to its significance. Is that a damning indictment of the ineffectiveness of the messengers, or of the selective ignorance of the population. How have we got to the point where the potential destruction of our planet as we know it has become a boring story?
If, as it seems, there is little commercial gain to be had from the reputational boost of adopting a green strategy, the only organisations that will continue to drive responsible behaviour are those who do so because they believe it’s the right thing to do. Let’s hope there’s enough of those to make the difference required.
Absolutely spot on. The truth is that the vast majority of people never cared about green travel in the first place. They’ll do the green thing when it’s convenient, but they’re not going to go out of their way to do so. It’s simply not high on most people’s list of priorities.
Responsible travel has NEVER been a big thing, it was simply a new angle that the travel media vastly overplayed because it made editors look like they’d got their finger on the pulse.
I blogged about the same topic last year, incidentally: http://www.grumpytraveller.com/2009/09/16/green-travel-did-many-travellers-care-in-the-first-place/
Quite agree. But there’s a difference worth drawing between green travel and responsible travel. It seems to me that the vast majority of travellers see no benefit in going out of their way to be green (i.e. choosing airlines with newer fleets, choosing day flights over night flights, spending more to travel by train, etc), largely because the perceived benefits of doing so are all so intangible.
But if you take responsible travel to mean avoiding global service conglomerates (chain hotels, branded restaurants, all-inclusive resorts and the like) and instead choosing to travel in a more sensitive, grassroots, ‘responsible’ way – that is, trying to ensure that the money you spend stays in the local economy to benefit the people hosting you – then it seems to me that THAT has been a sea-change in travel attitudes over the last decade. And, because the benefit comes directly in terms of a more ‘authentic’ holiday, more contact with locals, more of a sense of a worthwhile experience, more stories to tell when you get home, it actually means something to ordinary people…
I agree with you Matthew that there has been a trend for individuals to choose the smaller, local places to sleep and eat. I wonder whether it is the altruism of choosing to travel responsibly that drives this trend, or the more benefit-driven thought of having an ‘authentic’ holiday that will provide great stories to share. Either way, it’s got to be a good thing.
Like David’s recycling analogy the local option is only going to work if it doesn’t involve a significant sacrifice for no tangible reward. The successful Community Based Tourism initiatives do well not because they are promoting an ethical tourism message but because they are offering something truly unique. I have no desire to go camping in the UK when I’m never far from a room with a warm bed and a hot shower, but I would happily shiver under the stars in a yurt again to experience the magic of the central Asian steppes.
Very interesting & somehow sad… But it’s quite true, there was never a customer in my travel agent career who asked for a “green” holiday.
The core of your point is getting to purist economic theory.
I’m not surprised at all by your comments. Why? Because the benefits of green travel are so elusive and invisible to the traveler. Ultimately. “Green Travel” is to travel what “organic” is to food – an opportunity to raise prices by anywhere from 25 to 40%.
I believe whole-heartedly in a small footprint and only using what you need, but asking travelers to altruistic during their vacations, which are often the only week or so year where they get to cut loose, is completely unrealistic.
Very true. I was surprised by an investigative report conducted by Friends of the Earth that showed many cruise lines aren’t willing to treat their raw sewage before dumping in the ocean because travellers aren’t willing to pay the extra $15 bucks on their ticket. The cost of 2 drinks? But I guess I have my own conflicts – as a travel writer and staffer at an environmental organization I’m racking up experiences at the expense of the environment every time I get on a plane. .
Sad, somehow, but not totally surprising either. In the long run I expect the discussion (and even more the action) to move towards sustainable travel and tourism, as sustainability will become indispensable with the expected increase of travellers, natural catastrophes and value changes.
Some ideas about why sustainable tourism makes both dollars and sense here: http://floriankaefer.wordpress.com/2010/02/21/sustainable-travel-tourism-business-sense/
Green travel is a ‘nice to have’ hits the nail on the head. The same argument could be applied to any ethical purchasing decision. At the end of the day, when the temporary media hype around a movement dies down, people make purchases based on the quality of the product / experience and the price. Other elements such as financial protection, eco, responsible… are all hygiene factors.
Interestingly I received a call from a customer today whose children had specifically requested an eco holiday. Extrapolating wildly from one data point, we may see the ‘eco’ hygiene factor become more significant as the current generation in school (where many hours are devoted to green issues) grows older.
I do agree there is a trend towards seeking more authentic travel experiences, local suppliers etc. but again is this not a product quality decision rather than any sense of responsibility? i.e. as more people travel independently, they experience the benefits of specialist local operators and look for those types of experiences in the future.
I have to disclose that I run an online travel agency that specialises in selling experiences from small local operators.
I think we get caught up with the labelling of ‘green, responsible, sustainable’ tourism etc… too much and it puts people off.
We’ve had 1000 visitors spend an average of two weeks on Vorovoro Island in Fiji living and taking part its development. A recent MSC study of a cross section of these visitors found that most did not come because they wanted to do something ‘green or responsible’ – they came for the adventure, the chance to live on an island.
What is more interesting, however, is that pretty much all of those same visitors went home and made significant changes to their consumption habits towards more green products especially household cleaning, toiletries and buying local/seasonal food.
Would you phone a radio show and ask where responsible travellers go or would you ask where the next big adventure is?
It’s up to the operators and hotels to inspire the change.
I think that the majority of people do care about responsible travel and green travel (two different but overlapping things, as mentioned above), so why don’t they ask about it?
Two theories spring to mind…
1) Most people see the “green” posturing of the travel industry as a cynical gimmick for hotels and tour operators to get a bit of PR or cut costs (washing towels less often, for example, yet no obvious plan to recycle waste or use recycled paper…) It’s a bit like the bizarre “plastic bag” scenario a while back. Major supermarket plans to charge for plastic bags to save the planet (but continues to sell fruit in layers and layers of packaging…)
2) Maybe people are less cynical than me and trust that the “big organisations” are taking care of the important things. I worked in hospitals for years and heard many, many comments and queries about when food would be served, where patients could get another blanket or pillow from and when they would be transferred to a ward…Barely ever a question about any aspect of actual medical care.
Great to see the distinction between green travel and responsible travel discussed. Responsible tourism provides more authentic and differentiated holiday experiences that bring people closer to local places, people and cultures in a more responsible way. It’s a more enjoyable way to travel. It is not more expensive but often cheaper with more money staying in the local community.
Green travel actions such as taking the train over flying, recycling, minimising energy and water use at destination etc. all fall under the responsible travel umbrella.
However taking the train to Athens where you stay in a large hotel chain, eat at international fast food outlets and take a helicopter tour of the city is NOT entirely responsible!
As for where green travel fits into today’s landscape – yes, the green movement had become extremely fashionable and today’s post-Copenhagen disillusionment is at a high with everyone now questioning the science of Climate Change. However we should not mistake green travel for a trend that will disappear. Climate change is here to stay. Population growth is here to stay. The gap between rich and poor is here to stay.
In fact in January this year TUI published results from a YouGov survey of 2,000 adults and predicted that demand for ethical and environmentally sensitive travel will quadruple over the next three years. Have a read here: http://www.e-tid.com/getdoc/8509dd93-b2ab-4268-9486-ea1a48781a81/A-Pssport-To-Adventure-report-050110.aspx
And in Jan 2009, The Good Business ‘Concerned Consumers Index’ reported that 61% of consumers say they are planning to find out more about the social and environmental impact of their holiday.
Here at responsibletravel.com we have been able to build and develop a successful business over the last 9 years based on the increasing demand for this type of holiday experience so it seems our customers might not be tuning in to LBC!
It is important to move towards responsible tourism for we need to be more respectful of the environment, culture, and heritage of the cities we visit. It helps sustain its current state and preserve its natural resources.
A brilliant blog on an often completely misrepresented topic
I like this line in particular: ‘The messages relating to the long-term health of the planet or the welfare of those who are impacted by our travels are largely disregarded in favour of our immediate needs from our well-deserved holiday.’
That’s just it, isn’t it? We all get so worn out through the other 350 days of the year that by the time we plan our holidays the majority of us just want something stress-free. And to most, responsibility = hassle.
So it’s here that packaging counts. Packaging holidays with a win-win message that says ‘this holiday offers you the ultimate relaxation/fun/adventure/authenticity (delete as appropriate) but without environmental/social/economic damage of other holidays’ (and as Abi rightly points out, there’s a cynicism issue in the last part, in response to which I’d simply say ‘go small and you’re half way there’)
This is where organisations like Tourdust are leading the way – and I see an interesting comment above from founder Ben C about children actively asking parents for an ‘eco’ holiday. This really made me smile – finally, a form of pester power for the greater good!
We get quite a few requests for “Responsible Travel” – chances to give something back while away. And we offer a variety of accommodation options, excursions, restaurant and shopping recommendations that enable people to do this to a greater or lesser extent while they are travelling in Southeast Asia. We also offer our clients the option of off setting their carbon emissions on the long haul flights. This is usually around £15 per person, and it has always surprised me that so few people agree to do this. Especially if they have said they want an RT element to their trip. Environmental and Social concerns do seem to be two very different things in people’s minds.
Thanks Natalie, it’s always great to hear the experiences of a tour operator. I can understand why clients are more keen to choose ‘responsible travel’ options when they are offered, particularly when these are well presented and are at least as attractive as the alternatives. And a day in a school or on a farm can be a memorable part of a trip.
Carbon offsetting seems to be an unknown entity to most of the public. Yes, they are being asked to pay something extra, but exactly where it goes, who administers it, and how it will actually make a difference is usually less than clear. It’s easy to say “I’d rather pay that £15 to a charity”, especially when several profitable carbon offset companies have been the subject of TV documentaries in recent times.
Sally, many thanks and yes it’s very interesting to hear that children are possibly leading the demand for eco holidays. Is that a positive sign for the future?
Hi Andy
Interesting indeed – I heard a VP from Ritz Carlton share some fascinating stats at ITB last year relating to their volunteer family holidays. It was one of the rare occassions I have been really impressed on this subject
I had forgotten the details but I wrote something for TravelMole about it here: http://www.travelmole.com/stories/1135258.php
Surprises me even now re-reading it! Hope of interest here too
PS. There’s also an interesting comment after that article from Hugo Kimber of Carbon Consultancy
Thanks for the link Sally. An interesting debate about how green should not be marketed as such, but should be evident in the actions of businesses, and it is by giving people a better experience while getting engaged with local issues that they will go forth and spread the word. I know Hugo too, and he has done a lot of good work in this area.
Thanks for sharing
Andy,
Again it’s about the audience here. The callers to the show are not representative of all travellers, probably more indicative of budget holiday-makers. Although, you may be onto something: The summer holiday, for many, is payback for a year of hard work. And because of its cost, will be bargained for.
Recent speculation about ropey climate change statistics aside, there are some things people will change, and others they will not: Recycle – yes, cycle to work in the rain – no.
Cheap flights sell. And there is no end to the price cutting. But, just remember: Horses can be taken to water, just don’t expect them to demand Perrier.
Mp
Thanks for the insights Mark. Agree with your points, and like the last line. That’s exactly what some green companies tried to do a few years ago. Most are now coming round to the fact that the product is what sells, not the its greenness.
We’ve gotten feedback from clients saying one of the reasons they chose BikeHike Adventures was that we are a green and responsible travel company, but it’s true that these clients are few and far between.
A fellow Adventure Travel Trade Association member also noted in a discussion that less than 1% of adventure travellers consider sustainability to be one of their priorities when booking a trip. There’s a major divide between what people are saying they’re looking for, and what they’re actually looking for. I hope this division begins to shrink soon.
Thanks Anny, your findings are in line with others’ experiences. I suspect some of those clients that mention your green credentials still book with you because of the attractiveness of your product ahead of other factors.
We’ve watched this trend in amazement for years. Still seeking our first ecotourist, despite the fact we’re a nature retreat that is solar powered, has an earth roof, grow lots of local food, buy organic and fair trade food, prepare food in the SLOW hands-on way, and deliver experiences that are carbon free.
Still, the reasons people travel are largely for the experience without regard (at least initially) for the eco-labels. Watching this trend has been disheartening, but thankfully we’re in the green, responsible, sustainable travel experiences in Canada because its the right thing to do, not just as a marketing ploy.
When guests arrive they get it…. and they come back.
Unfortunately this article does ring true. Price is the main factor for many travellers and from a stand point of helping local economies and/or community-based tourism this is also a huge problem. Fair prices are important because sadly the ones who end up losing out are the locals in the countries visited. Making travel a win-win situation for the traveller and those being visited is of utmost importance. It shouldn’t be a marketing ploy, but just the right thing to do and the norm. We, in the industry have a responsibility to educate and it makes me happy to see so many like-minded people in this thread. Little by little, we can make a difference.