Sustainability and the environmental impact of holidays are proving to be of higher concern to travellers, with new research revealing one-in-ten Australians will go green this year by taking an eco-tour.
This comes with the release of a Nielsen Holdings study that revealed more than 2.2 million Australians intend to partake in eco-tourism in the next 12 months, both within and outside of Australia.
The study also revealed that when compared to the general population, eco-tourists tend to be young travellers (72 per cent under the age of 45), more likely to be students (58 per cent).
Men and women take eco-tours in equal measure and tend to live in affluent metro areas, with one-in-two living in metro cities on the Eastern Seaboard.
Ecotourists and people intending to take eco-tours are also highly educated with 30 per cent having an undergraduate or higher degree.
Sustainability is of greater focus for Australians, with 68 per cent of Australians acknowledging that they are concerned for the environment, while travellers are becoming more aware of the impacts of their actions on the environment.
Eco-tourists seek and align with brands that reflect their socially and environmentally conscious values.
The study revealed travellers are 33 per cent more likely than the general population to buy products or services from a company that supports a worthy cause to help them feel like they are making a difference.
When making purchases, eco-tourists are 34 per cent more likely to agree it’s important the company shows a high level of social or environmental responsibility when compared with the general population.
Moreover, 72 per cent of travellers would like companies to tell them more about how they are making a positive difference to society so they can support them.
Nielsen said that with more Australians becoming environmentally conscious (with 9.4 million of Australians responding that they are taking steps beyond recycling to minimise their environmental impact), this trend has led to the rise of the eco-tourist.
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