Aren't surveys rubbish? Except when they tell you things you want to hear, of course...
More
than one in four British adults would be prepared to pay more for an 'ethical
holiday', according to a survey by 'information provider' TNS Travel &
Tourism.3%
of the 2,000 adults questioned were 'very willing' to pay more for Green
services, and a further 25% were 'quite willing'. When asked which factors
influenced the choice of holiday destination, 38% said ethics were important,
but this was overshadowed by the 85% of people who said security was critical,
78% who cited the cost, and the 74% who plumped for climate.
Tom
Costley, head of TNS Travel & Tourism, pointed out that "the market
for ethical tourism is still young and relatively underdeveloped - only a
limited number of travel operators have tapped into this market so far... 30%
of people still say they're undecided as to whether or not they would pay a
premium for ethical travel, so there is a big market development opportunity...
The research does show that consumers are prepared to put their hands in their
pockets and, as awareness grows, the market potential is significant."
The
willingness to pay extra was strongest in the 25-34 and 35-44 age-groups,
weaker in those aged 16-24, and lowest in those over 65.
Let's
not jump to the obvious conclusions!
)
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