The tourism market
Potential demand for
A. Consumers expect environmental quality
The best holiday is when the guests are completely
satisfied. Studies have demonstrated that consumers in Europe, for
example from Germany, United Kingdom and the Netherlands are aware
of environmental impacts that can be caused by tourism. They expect
a high environmental quality in their destination, prefer eco-labelled
accommodation services, would like to see certified products in travel
catalogues and have access to all “green” tourism products
in Europe. Some examples:
Environmental quality aspects
- Two out of three UK travellers think it is important that the
tour package is “specifically designed to cause as little
damage as possible to the environment.” More than 80% said
dirty beaches and a polluted sea, “mattered a great deal” in
choosing or recommending travel destinations.
- Half of all Germans are looking for high environmental quality.
They want to spend their holiday only where the environment is
still unspoiled. What do they expect in detail when thinking of
their next holiday trip?
- One third of all Germans would like to be able to reach
the destination by bus or train, and would also prefer to
have good public transport at the holiday destination instead
of having to use the car.
- The majority of German visitors attach great importance
to clean beaches and water. They do not wish to find rubbish
near their accommodation or in the surrounding area, and
are strongly opposed to noise pollution caused by traffic,
discothèques and the urbanisation of rural areas.
A good protection of nature is considered a must for a quality
- Approximately 40% of the Germans think that it is particularly
important to find environmentally-friendly accommodation.
German tourists expect environmental quality
When thinking about your next holiday,
which of the following environmental factors is most important
64.5 %: clean beaches and water
59.1 %: no rubbish in the resort or in the surrounding area
51.0 %: no noise pollution from traffic or discothèques
50.0 %: no urbanisation of rural areas
45.8 %: good nature protection in the holiday destination
41.8 %: environmentally-friendly accommodation
35.1 %: little traffic and good public transport in the destination
29.0 %: possibility of reaching the destination easily by
bus or train
18.7 %: indication of environmentally preferable products
in the tour
14.2 %: easy access to information on all tourism products
environmental quality (eco-labels)
Source: ECOTRANS / F.U.R. (Reiseanalyse 2002)
Sample: n = 7872 / representative for 60 m Germans aged
at least 14 years
Information to tourists
- Nearly 20% of German tourists would welcome catalogues of tour
operators, accommodation networks and destinations to clearly indicate
offers, which are particularly environmentally-friendly. Approximately
14% of German tourists wish to have easy access to all certified
products, e.g. via the Internet.
- Approximately 50% of all UK consumers
are interested in finding out more about local social and environmental
issues before booking a trip. Three out of four UK package vacation
travellers declare that the inclusion of social and environmental
information in tour operators’ brochures is important to
- 82% of Dutch tourists believe that integrating environmental
information into all travel brochures is a good idea. 73% stated
that they would use this information when selecting accommodation.
- Half of Dutch consumers give an eco-label for accommodation
the same importance as a quality classification system, others
prefer one or the other. They wish to be informed about both service
quality and environmental quality. (Taking this into consideration
one could have the idea of simply combining the well-known 5 star
classification system for hotels with an extra “green star” for
preferable environmental performance!)
Consumers are not aware of the existing eco-labels
- Although a majority of Germans are familiar with product
labels, current German tourism eco-labels are recognised by not
more than 3 – 19% of the consumers.
- In the Netherlands only 6% of the consumers know the Dutch
Milieubarometer eco-label for tourism services. The positive exception
here is the International Blue Flag: 27% are familiar with this
symbol for beaches and marinas.