Had Enough? press release
Embargoed until 00.00am 15 March 2004
British travellers have Had Enough of mass tourism
63% are fed up with beer bellies and Union Jack t-shirts on holiday
New research1 published today (Monday 15 March) by responsibletravel.com shows travellers widespread dissatisfaction with mass tourism – both the holiday experience – and the impact on destinations and local people.
The survey shows that tourists have had enough:
· 60% think big tour companies just pump out superficial holidays and it is time they changed
· 57% say too many holidays just offer chips and Sky football in the sun
· 60% have had enough of crowed beaches on resort type holidays
And what tourists want:
· 88% say tour operators should have a responsibility for preserving the local environment and culture and benefiting local people
· 80% of people disagree with the statement 'I just want to have fun on holiday: I don't really care about the locals and their environment'
· 80% of people are more likely to book a holiday with a company with a 'responsible' travel policy – an 28% increase since 2001
In response, responsibletravel.com has launched the Had Enough? campaign to demand that the 'Big Three' - Thomas Cook, Thomson Holidays and My Travel - and their subsidiaries, develop and publish responsible travel policies on their websites and brochures, in the interests of destinations, local people, British tourists and their shareholders.
Justin Francis CEO and co-founder of responsibletravel.com says: "The survey reveals that tourists' expectations of big operators responsibilities in destinations are now changing quickly. The operators now need to respond to increasing consumer pressure, as well as the concern of local people, NGOs and Governments. This is a wake up call for Thomson Holidays, Thomas Cook and MyTravel - publish responsible travel policies now or lose more business."
"As mass tourism declines to an all time low market share, tourists are voting with their feet. MyTravel had pre-tax losses of £911m to September 2003 and in the first nine months of 2003 Thomas Cook posted an operating operating loss of EUR 231 million. Our survey tells us that tourists are concerned about the big operators' practices and are more likely to book with them if they improve."
The 'new' traveller
The survey also identifies mainstream tourists changing travel expectations. The 'new traveller' is interested in more experiential and authentic travel, which is better for both the tourist and the destination.
When asked what would make their holiday more enjoyable, over 85% said if:
· I could discover new and interesting places by using a local tour guide
· I could eat fresh locally produced food and discover local recipes
· I could learn a little of the local language and meet local people
· I was given advice on local cultures and customs
These findings are backed up by recent MORI research3 that shows that independent trips have become the most common form of overseas holiday, eclipsing the traditional package holiday:
· 32% take independent holidays
· 30% take a package holiday with large operators
· 19% take a specialist or tailor-made holiday
Had Enough? campaign
The Had Enough? campaign objectives are supported by Tourism Concern whose Director Tricia Barnett says: "Mass tourism needs to be re-invented. Tourism Concern wants to convince those who run and manage our holidays that tourism can support local people, cultures, environment and economies, while still be exciting and enjoyable."
The Had Enough? campaign comprises:
· National press advertising targeting tourists' dissatisfaction with mass tourism
· On-line marketing to gather tourists' feedback on their holidays with the big three operators
· A viral email campaign to encourage travellers to support Had Enough? by visiting www.responsibletravel.com/hadenough to add their names to a petition that will be presented to the Chief Executives of Thomas Cook, Thomson Holidays and My Travel demanding that they publish responsible travel policies.
Ends
For further information call Cheryl Campsie at The Forster Company on Tel: 0207 403 2230. Out of hours please call Cheryl on 07961 145953 or email cheryl@forster.co.uk
References
1 Telephone survey conducted by TNS – Taylor Nelson Sofres - among 1002 GB adults between 30th January and 1st February 2004
2 Ipsos RSL for Tearfund 2001
3 MORI research October 31 – November 2 2003
Notes to editors
1. Interviews can be arranged with Justin Francis of responsibletravel.com
2. responsibletravel.com was launched in 2001, backed by Anita Roddick to help travellers book holidays that maximise the positive and minimise the negative impacts on the environment and local people in destinations
3. responsibletravel.com markets holidays of all types at all price ranges in over 120 countries from 180 member tour operators and accommodation owners - ranging from well known brands to community projects in the Amazon rainforest
4. All responsibletravel.com suppliers publish their full responsible travel policies (screened against responsible travel criteria) and a description of how every trip or accommodation 'makes a difference'
5. Tourism Concern has been working since 1989 to raise awareness of the negative economic, cultural, environment and social impacts of tourism. For more information visit www.tourismconcern.org.uk
British travellers have Had Enough of mass tourism
63% are fed up with beer bellies and Union Jack t-shirts on holiday
New research1 published today (Monday 15 March) by responsibletravel.com shows travellers widespread dissatisfaction with mass tourism – both the holiday experience – and the impact on destinations and local people.
The survey shows that tourists have had enough:
· 60% think big tour companies just pump out superficial holidays and it is time they changed
· 57% say too many holidays just offer chips and Sky football in the sun
· 60% have had enough of crowed beaches on resort type holidays
And what tourists want:
· 88% say tour operators should have a responsibility for preserving the local environment and culture and benefiting local people
· 80% of people disagree with the statement 'I just want to have fun on holiday: I don't really care about the locals and their environment'
· 80% of people are more likely to book a holiday with a company with a 'responsible' travel policy – an 28% increase since 2001
In response, responsibletravel.com has launched the Had Enough? campaign to demand that the 'Big Three' - Thomas Cook, Thomson Holidays and My Travel - and their subsidiaries, develop and publish responsible travel policies on their websites and brochures, in the interests of destinations, local people, British tourists and their shareholders.
Justin Francis CEO and co-founder of responsibletravel.com says: "The survey reveals that tourists' expectations of big operators responsibilities in destinations are now changing quickly. The operators now need to respond to increasing consumer pressure, as well as the concern of local people, NGOs and Governments. This is a wake up call for Thomson Holidays, Thomas Cook and MyTravel - publish responsible travel policies now or lose more business."
"As mass tourism declines to an all time low market share, tourists are voting with their feet. MyTravel had pre-tax losses of £911m to September 2003 and in the first nine months of 2003 Thomas Cook posted an operating operating loss of EUR 231 million. Our survey tells us that tourists are concerned about the big operators' practices and are more likely to book with them if they improve."
The 'new' traveller
The survey also identifies mainstream tourists changing travel expectations. The 'new traveller' is interested in more experiential and authentic travel, which is better for both the tourist and the destination.
When asked what would make their holiday more enjoyable, over 85% said if:
· I could discover new and interesting places by using a local tour guide
· I could eat fresh locally produced food and discover local recipes
· I could learn a little of the local language and meet local people
· I was given advice on local cultures and customs
These findings are backed up by recent MORI research3 that shows that independent trips have become the most common form of overseas holiday, eclipsing the traditional package holiday:
· 32% take independent holidays
· 30% take a package holiday with large operators
· 19% take a specialist or tailor-made holiday
Had Enough? campaign
The Had Enough? campaign objectives are supported by Tourism Concern whose Director Tricia Barnett says: "Mass tourism needs to be re-invented. Tourism Concern wants to convince those who run and manage our holidays that tourism can support local people, cultures, environment and economies, while still be exciting and enjoyable."
The Had Enough? campaign comprises:
· National press advertising targeting tourists' dissatisfaction with mass tourism
· On-line marketing to gather tourists' feedback on their holidays with the big three operators
· A viral email campaign to encourage travellers to support Had Enough? by visiting www.responsibletravel.com/hadenough to add their names to a petition that will be presented to the Chief Executives of Thomas Cook, Thomson Holidays and My Travel demanding that they publish responsible travel policies.
Ends
For further information call Cheryl Campsie at The Forster Company on Tel: 0207 403 2230. Out of hours please call Cheryl on 07961 145953 or email cheryl@forster.co.uk
References
1 Telephone survey conducted by TNS – Taylor Nelson Sofres - among 1002 GB adults between 30th January and 1st February 2004
2 Ipsos RSL for Tearfund 2001
3 MORI research October 31 – November 2 2003
Notes to editors
1. Interviews can be arranged with Justin Francis of responsibletravel.com
2. responsibletravel.com was launched in 2001, backed by Anita Roddick to help travellers book holidays that maximise the positive and minimise the negative impacts on the environment and local people in destinations
3. responsibletravel.com markets holidays of all types at all price ranges in over 120 countries from 180 member tour operators and accommodation owners - ranging from well known brands to community projects in the Amazon rainforest
4. All responsibletravel.com suppliers publish their full responsible travel policies (screened against responsible travel criteria) and a description of how every trip or accommodation 'makes a difference'
5. Tourism Concern has been working since 1989 to raise awareness of the negative economic, cultural, environment and social impacts of tourism. For more information visit www.tourismconcern.org.uk