Responsible travel: trends and attitudes
In the current high demand climate many operators are extending programmes into the shoulder and off-season. This is supporting demand from Scotland travellers unable to pay high season prices.
There is an increased demand for touring in EVs from European visitors, from Germany and the Netherlands in particular. This is coupled with a sharp increase in demand for rail travel on the part of visitors from markets Europe-wide. Operators are keen to offer tours by train for both groups and individuals in Scotland. This includes round trips and day trips from the cities.
North American intermediaries for individual travellers are seeing a switch to single-country itineraries. This is supporting slow tourism and allowing clients to fully immerse themselves in one destination.
North American tour operators are taking a lead in the drive to provide sustainable alternatives for their clients. This includes flagging demand for EVs, though lack of supply is currently hampering delivery.
There's great work underway to educate consumers on the concept of more "meaningful travel". This is especially the case for the North American market. By "meaningful travel", we mean attractions and experiences which both engage and give back to local communities.
Sustainability and responsible travel mean different things to different markets.
American consumers appear to place greater importance on convenience than sustainability. Given the choice between a disposable water bottle or refillable alternative in their room, they are likely to prefer the former. The sustainable option, in this example, being non-portable and therefore less convenient to take with them on the go.
German consumers, by contrast, are increasingly sensitive about the sustainability of their holiday. They're particularly keen not to see single use plastics in their room or on their coach.
Travellers from Europe in general do believe in making more sustainable choices. They are, however, concerned this will mean a more expensive holiday.
East Asian visitors are increasingly keen to mitigate their impact on the environment. But they are concerned that this might make for a more rustic experience.
