This document discusses sustainable travel trends in France. It finds that the environment is now the top concern for French people and that travel contributes significantly to greenhouse gas emissions. However, French tourists are becoming more eco-responsible in their travel choices and considerations. There is significant growth in online searches and interest in sustainable travel options. While cost and convenience are barriers, transparency from travel companies on sustainability efforts is expected. Leading travel companies are taking actions to improve sustainability and some are promoting these efforts in marketing. Overall this represents a significant opportunity in performance marketing for those who adapt to these changing preferences.

1. Travel to
sustainable
performance
FRANCE
Microsoft Advertising - Feb 2020
Microsoft Confidential

2. Environment is now #1 concern
for french people…
Source : sondage Ipsos pour « Les Echos » réalisé sur un échantillon de 1.059 personnes adultes, âgées de 18 ans et plus, du
26 au 29 novembre 2019
42%
41%
37%
32%
32%
29%
28%
26%
14%
9%
L'environnement (Environnement)
Le pouvoir d'achat (Purchasing power)
Le systeme de santé (Health system)
L'emploi (Employment)
Les retraites (Retirement)
Le terrorisme (Terrorism)
L'immigration (Immigration)
La délinquance (Delinquency)
Le système scolaire (School system)
Le logement (Lodging)
% of top concerns

3. …and travel / transport
are fingerpointed
as polluting
of greenhouse gas in the world is
coming from tourism according
to United Nations Organisation
Source : http://multimedia.ademe.fr/infographies/infographie_vacances/
United Nations Organisation say that tourism is responsible of 5 % of greenhouse gas in the world in 2016.
5

4. French tourists become
more eco-responsible
Source: Société d'Édition de la Presse Régionale; BVA; ID 1035405
Note: France; July 15-17, 2019; 18 years and older; 1,200 Respondents
french people say that as
a tourist, they are
engaged in "responsible
or sustainable tourism"
80%

5. More than 1/2 french traveler consider
eco-impact, when planning journey
Source : Statista - France; July 15-17, 2019; 18 years and older; 1,200 Respondents. Source(s): Société d'Édition de
la Presse Régionale; BVA; ID 1035405
54%
Destination
58%
Transport
59%
Lodging
64%
Activities

6. Green travel = Red performance ?

7. Generic searches, on sustainable travel, grow significantly in France
Source: Microsoft Advertising Internal Data; Jan 2018 to Dec 2019.
YOY growth of
“green” travel
generic searches
2019 vs 2018
+39%
100
139
Generic
2018 2019

8. Almost X 2 on brand searches, for sustainable Travel Agencies
Source: Microsoft Advertising Internal Data; Jan 2018 to Dec 2019.
YOY growth of searches on
top 10 “green” Online Travel
Agencies (OTA) 2019 vs 2018
+92%
100
192
Brands
2018 2019

9. A majority wouldn’t stop travel…
but almost 40% would !
Would you be willing not to go on holiday
for environmental issues ?
Source: Société d'Édition de la Presse Régionale; BVA; ID 1035428 Note: France; July 15-17,
2019; 18 years and older; 1,200 Respondents
https://www.statista.com/statistics/1035428/people-ready-not-to-go-on-holiday-because-
environment-issues-france/
12%
26%
45%
17%
YES, absolutely
Rather YES
Rather NOT
NO, not at all

10. Eco-friendly travel restrained by lack of
information and search time needed
scope = global
Source: Booking.com, 2018, Global Sustainable Travel Report
42%
32%
22%
22%
20%
High cost
Lack of information /
certifications
Limited destinations
Too time-consuming
Not enough luxury /
comfort
Factor that impar eco-friendly travel

11. But more transparency and communication is expected
(1) Source : 2019, étude “Le temps des marques responsables” de M6 Publicité. Cette étude s’appuie sur le travail de veille et d’analyse de la régie et du Groupe M6, double d’une investigation terrain, de
focus groups et d’une analyse quantitative, en partenariat avec les instituts Iconics et Sociovision.
of French people expect
brands to communicate more
on what they do and plan to
do related to their social and
environmental responsibility (1)
85%

12. Travel companies take action on sustainability
Air France : https://corporate.airfrance.com/en/news/air-france-plans-flights-san-francisco-fueled-sustainable-aviation-fuel
ALL Accor : https://all.accor.com/gb/sustainable-development/index.shtml
TUI : https://www.tuicarefoundation.com/en/About-us/our-mission
TUI : https://www.tuicarefoundation.com/damfiles/default/Strategic-Plans-/190305-TCF-Strategic-plan-2017-2020.pdf-ae300d2461aea24e9473c503b5af98c1.pdf
Air France
plans flights from San Francisco
with sustainable aviation fuel
Accor Live Limitless - ALL
with Planet 21 program :
- In 2020, 100% of new /
renovated building will be
“low carbon buildings”
- With “Plant for the Planet”,
1 tree planted every minute
TUI
plan to “protect 1 million
turtles” via TUI Turtle Aid
(Care Foundation)

13. Emergence of ads with sustainable message
https://www.easyjet.com/en/sustainability
https://worldmaritimenews.com/archives/286148/hurtigruten-worlds-1st-hybrid-electric-powered-cruise-ship-named-in-antarctica/
EasyJet
launched a marketing campaign announcing to
offset carbon emissions for every single flight.
Hurtigruten
first ever hybrid
powered cruises.

14. Don’t rely only on Branding
Source : https://www.theguardian.com/media/2020/jan/29/guardian-to-ban-advertising-from-fossil-fuel-firms-climate-crisis#show-draft-epics
The Guardian
“will no longer accept advertising
from oil and gas companies (…)”

15. TitleA significant opportunity, as this field is barely explored yet in
Performance Marketing

16. One of our network
partner, ECOSIA, is
deeply into sustainability

17. Ecosia has a significant growth rate in searches volumes
Source : Internal MS data
100
199
Ecosia growth EMEA
2018 2019
100
217
Ecosia France
Ecosia growth France
2018 2019
X 2 X 2.2

18. And a growing part of YOUR impressions
is shown to this eco-friendly audience
Source : Microsoft Internal; 50 travel and tranport advertisers of all top categories; 2017, 2018 and 2019;
comparision of Ecosia vs rest of the MSA Search Network
1.6% 2.2%
5.2%
2017 2018 2019
% of Ecosia over all travel impressions

19. This audience drive YOUR performances UP !
Source : Microsoft Internal;, 50 travel and tranport advertisers of all top categories; 2019; comparision of Ecosia vs rest of the MSA Search Network
31%
lower CPA
41%
Higher ROI

20. The competition change
SNCF : https://www.lesechos.fr/industrie-services/tourisme-transport/le-tourisme-contraint-de-sadapter-
a-la-revolution-verte-1152848
SNCF
will embed CO2 figures into its loyalty program,
according to lesechos.fr

21. Green travel = green performance

22. On this opportunity, who to grow your business now ?

23. Automate smart
DSA & Landing
reach
AUDIENCE content and automation
Website content
& DSA
embrace the change
AD COPY / RSA get attention & change perception
with extensions
IMAGE & VIDEO

24. Your Account Team can help you grow on this opportunity