Harris Decima Ttra Conference October2008 Final

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  • Harris Decima Ttra Conference October2008 Final

    1. 1. Emerging Environmentalism TTRA Canada Conference, October 15, 2008
    2. 2. Methodology Emerging environmentalism and its effect on travel
    3. 3. Study Methodology <ul><li>Telephone survey of 2,200 Canadians aged 18 and over in September of 2008 </li></ul><ul><li>Data collected using Harris/Decima’s weekly national telephone omnibus. </li></ul><ul><li>Data is weighted by age, gender and region to reflect actual population distribution </li></ul>
    4. 4. Presentation Outline <ul><li>Causes And Remedies </li></ul><ul><ul><li>Shifting Focus, New Urgency. </li></ul></ul><ul><li>Changing the Way We Live – </li></ul><ul><ul><li>Lessening the impact on the environment. </li></ul></ul><ul><li>Lifestyle Choices – </li></ul><ul><ul><li>Travel behind on the thought curve. </li></ul></ul><ul><li>Environmentally Friendly Travel– </li></ul><ul><ul><li>Who is doing something about it? </li></ul></ul><ul><li>Will We Change </li></ul><ul><ul><li>A steep price for not changing. </li></ul></ul><ul><li>What the Future May Hold – </li></ul><ul><ul><li>Converting intentions is the next step. </li></ul></ul>
    5. 5. Causes and Remedies
    6. 6. Shifting Focus, New Urgency <ul><li>Aging population concerned with legacy </li></ul><ul><li>Unprecedented energy prices </li></ul><ul><li>Weather more prominent, more erratic </li></ul><ul><li>A belief that society is unnecessarily wasteful </li></ul><ul><li>A recognition that individuals have to be part of the solution </li></ul>
    7. 7. Importance of Environmental Conservation and Preservation Would you say that environmental conservation and preservation is something that is becoming more important to you personally, less important, or no more or less important than it was a few years ago?
    8. 8. What’s Motivating Public Environmentalism Today What is the most important reason you feel environmental improvements should be a priority…
    9. 9. My Generation has Done Unacceptable Damage Do you strongly agree, agree, disagree or strongly disagree? I feel that my generation has done an unacceptable amount of damage to the environment.
    10. 10. A More Global, Less Local Concern <ul><li>Over the last few years, would you say that things have been improving or deteriorating in terms of the environment where you live? In Canada generally? Around the planet? </li></ul>
    11. 11. Changing the Way We Live
    12. 12. Lessening our impact on the environment <ul><li>People are making changes to the way they live and think about the environment </li></ul><ul><li>People see evidence that improvements have been made, and are convinced that much more can be accomplished </li></ul><ul><li>They will both embrace and resist change, looking always for lower cost, more convenience </li></ul>
    13. 13. Changing the Way You Live for the Environment To what degree have you been trying to change the way you live in order to have a lighter impact on the environment?
    14. 14. Changing the Way You Live for the Environment To what degree have you been trying to change the way you live in order to have a lighter impact on the environment?
    15. 15. Environmental Segments <ul><li>Which of these four statements best describes you when it comes to the environment? </li></ul>I hear more and more about the need to do more to protect the environment, and eventually I will change too, but I haven’t done too much differently yet. I want to be more careful about my impact on the environment, but there are limits to what I can afford to do. I am trying to become more careful about my environmental impact but I still don’t always know how to do so I’m passionate about trying to protect the environment and I make choices about the things I do and things I purchase in a way that reflects that.
    16. 16. Protecting the Environment Profile of Each Segment 13% 7% 7% 8% 7% Atl. Prov. 18% 27% 27% 19% 24% Quebec 14% 11% 13% 16% 13% BC 16% 11% 12% 10% 10% Alberta 10% 6% 4% 5% 6% Prairies 30% 38% 38% 43% 38% Ontario 20% 16% 23% 18% 20% $100K+ 10% 13% 12% 11% 12% $80-100K 38% 42% 43% 38% 41% $40-80K 31% 30% 22% 33% 28% <$40K 52% 40% 42% 47% 43% 50+ 20% 29% 31% 28% 29% 35-49 29% 31% 27% 26% 28% 18-34 35% 45% 58% 59% 52% Female 65% 55% 42% 41% 48% Male Haven’t done too much Financial Limits Trying but don’t know how Passionate about environment Total
    17. 17. Lifestyle Choices
    18. 18. Travel is Behind on the Thought Curve <ul><li>The three R’s are alive and well </li></ul><ul><li>Thinking about and planning to reduce travel is far behind </li></ul><ul><li>Youngest least likely to be embracing change </li></ul><ul><li>Only half of passionate environmentalists plan to reduce travel so there is still along way to go for even this group </li></ul>
    19. 19. Environmentally-Friendly Lifestyle Choices % who already do this Is something you are already doing, are not yet doing but are certain to do in the future, are likely to do in the future, or are unlikely to do?
    20. 20. Environmentally-Friendly Lifestyle Choices Is something you are already doing, are not yet doing but are certain to do in the future, are likely to do in the future, or are unlikely to do? 27% 36% 39% 48% 53% 69% 65% 68% 75% 79% 82% 87% Ont. 27% 35% 39% 54% 56% 62% 69% 64% 69% 74% 79% 81% Atl. 36% 30% 48% 38% 55% 64% 71% 73% 74% 82% 81% 87% Que. 29% 35% 38% 47% 51% 62% 60% 62% 69% 72% 73% 81% Male 31% 33% 45% 41% 57% 66% 68% 73% 76% 84% 85% 86% Female 28% 28% 27% 35% 26% 25% 30% Planning to reduce impact of travels 34% 34% 37% 35% 36% 31% 34% Getting fuel efficient car 41% 39% 41% 44% 41% 39% 42% Buying organic food 39% 44% 45% 53% 46% 28% 44% Insulating water pipes 57% 58% 50% 60% 54% 46% 55% Driving less 57% 64% 54% 70% 69% 50% 64% Using efficient shower heads 58% 54% 59% 71% 63% 56% 64% Buying local produce 65% 66% 61% 75% 66% 59% 68% Reducing water use 72% 70% 69% 77% 75% 63% 73% Reducing amount of garbage 76% 77% 69% 80% 80% 73% 78% Using reusable grocery bags 76% 73% 71% 84% 80% 71% 79% Reducing electricity use 77% 75% 74% 86% 83% 79% 83% Increasing recycling BC Alta. Man / Sask 50+ 35-49 18-34 Total % who already do this
    21. 21. Planning to Reduce Impact of Travel Is something you are already doing, are not yet doing but are certain to do in the future, are likely to do in the future, or are unlikely to do?
    22. 22. Environmentally-Friendly Travel
    23. 23. Who is doing something about it? <ul><li>The environmental impact of vacation travel is important </li></ul><ul><li>Passionate Environmentalists are ahead of the curve </li></ul><ul><li>Active choices for enviro-friendly travel still lagging </li></ul>
    24. 24. Importance of Environmental Impact of Travel When you travel, how much importance do you attach to the environmental impact of your trip…a great deal, a fair bit, not much or it never enters your mind?
    25. 25. Importance of Environmental Impact of Travel % Great deal / fair bit of importance When you travel, how much importance do you attach to the environmental impact of your trip…a great deal, a fair bit, not much or it never enters your mind?
    26. 26. Environmentally-Friendly Tourism To what extent do you agree or disagree with each of the following statements concerning environmentally-friendly travel. Environmentally-friendly travel refers to “travel that minimizes any negative impacts on the destination’s environment, economy and society, while making positive contributions to the local people and conserving the destination’s natural and cultural heritage”.
    27. 27. Environmentally-Friendly Tourism To what extent do you agree or disagree with each of the following statements concerning environmentally-friendly travel. 20% 24% 27% 56% 31% I actively make environmentally-friendly choices when I travel (staying in environmentally-friendly hotels, renting fuel-efficient cars, etc.) 51% 40% 49% 52% 47% I consider Canadian destinations to be environmentally-friendly 40% 58% 65% 82% 63% I feel that environmentally-friendly tourism is extremely important 24% 24% 26% 50% 30% I always take environmentally-friendly tourism considerations into account when making a decision about where to travel to Haven’t done much Financial Limits Trying Passionate Total % who agree
    28. 28. Will We Change?
    29. 29. A Steep Price for NOT Changing <ul><li>A small premium is acceptable for an environmentally friendly holiday </li></ul><ul><li>Lots of choice for the tourism industry </li></ul><ul><li>Almost two-thirds would pay 10% more </li></ul><ul><li>Younger males most receptive to paying more </li></ul>
    30. 30. Environmentally-Friendly Travel Choices Is the kind of thing that would attract you as a traveller greatly, a fair bit, not much or not have any appeal for you at all
    31. 31. Environmentally-Friendly Travel Choices Is this the kind of thing that would attract you as a traveller greatly, a fair bit, not much or not have any appeal for you at all 44% 51% 66% 67% 71% 74% 74% 80% Ont. 41% 58% 65% 71% 73% 74% 79% 80% Atl. 64% 67% 74% 70% 73% 75% 78% 80% Que. 43% 53% 67% 65% 67% 73% 70% 76% Male 51% 57% 67% 71% 75% 74% 78% 82% Female 40% 37% 38% 44% 47% 52% 47% Airlines that offer carbon reduction 53% 48% 46% 54% 54% 59% 55% Cities that place a toll on traffic 64% 62% 59% 60% 69% 74% 67% Cruise lines that use solar panels 68% 66% 67% 64% 71% 72% 68% Destinations with eco-friendly trips 70% 68% 69% 65% 76% 75% 71% Resorts that use less energy and water 76% 73% 69% 66% 77% 82% 74% Car rental companies that offer hybrids 73% 65% 70% 70% 77% 77% 74% Restaurants or hotels that use local food 78% 76% 75% 74% 83% 82% 79% Hotels that use renewable energy BC Alb. Man / Sask 50+ 35-49 18-34 Total % who are attracted to this
    32. 32. Environmentally-Friendly Travel Choices Is this the kind of thing that would attract you as a traveller greatly, a fair bit, not much or not have any appeal for you at all 33% 40% 53% 54% 47% Airlines that offer carbon reduction 42% 47% 61% 65% 55% Cities that place a toll on traffic 50% 64% 73% 71% 67% Cruise lines that use solar panels 48% 63% 72% 82% 68% Destinations with eco-friendly trips 47% 67% 76% 81% 71% Resorts that use less energy and water 53% 73% 78% 79% 74% Car rental companies that offer hybrids 55% 70% 80% 84% 74% Restaurants or hotels that use local food 61% 75% 84% 87% 79% Hotels that use renewable energy Haven’t done much Financial Limits Trying Passionate Total % who are attracted to this
    33. 33. Willingness to Pay Extra How much more, if anything, are you willing to pay to go on an environmentally-friendly holiday?
    34. 34. Willingness to Pay Extra
    35. 35. Willingness to Pay Extra
    36. 36. What the Future May Hold
    37. 37. Conclusions <ul><li>The environment is a sweeping priority that is likely to endure. </li></ul><ul><li>It is becoming more global, less local, and is linked to legacy concerns of a large baby boom generation. </li></ul><ul><li>Climate change may get the headlines, but waste is a crucial driver </li></ul><ul><li>There is less blame assigned for environmental problems, and more sense of shared responsibility. </li></ul><ul><li>An environmental ethic is being augmented by other factors </li></ul><ul><ul><li>Social, Gender, Age </li></ul></ul><ul><ul><li>Economic, Technological </li></ul></ul>
    38. 38. Conclusions <ul><li>Personal behavioural change may be exaggerated, but there is little doubt it is changing, and will likely to continue to do so in the future. </li></ul><ul><li>Behaviours are shifting, starting with low-hanging fruit </li></ul><ul><ul><li>Canadians are recognizing that environmental efforts they are making are truly the first of many they will need to make </li></ul></ul><ul><li>Canadians don’t expect perfection </li></ul><ul><ul><li>But they expect progress </li></ul></ul><ul><li>They also don’t expect it will come without cost </li></ul><ul><ul><li>As long as costs are reasonable, most are willing to pay for environmentally friendly holidays </li></ul></ul><ul><li>The time is now for the tourism industry to get out in front of the wave of change </li></ul>
    39. 39. thank you Richard Leigh-Bennett, CMRP [email_address]

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