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A growing number of Antipodeans are interested in regenerative and sustainable travel practices – with the Aussies leading the way for their Kiwi cousins.
Strategic research agency Angus & Associates has been tracking leisure travel intentions in New Zealand and Australia since 2011.
Managing director Chris Roberts says a commitment to responsible travel has been steadily growing in both countries over that time. 85 per cent of all travellers are now showing some degree of support for responsible travel. But the commitment is more evident amongst Australians.
Since July 2023, Angus & Associates has included more detailed questions in its market tracking survey to identify behaviours that contribute to sustainable outcomes and regenerative tourism – tourism that is ‘responsible’ and strives to return more to communities, the economy, and the environment than it takes.
Chris says there are clear differences between Australian and New Zealand travellers across all of the measures.
“Australians are more likely to favour responsible practices when compared to New Zealanders. The trend is consistent not only in their stated attitudes but also in their demonstrated behaviour.”
For example, 41 per cent of Australian travellers look to limit their carbon emissions while on holiday by using public transport or cycling/walking, compared to 32 per cent of New Zealand travellers. 49 per cent of Australian travellers deliberately choose products and services that benefit the local community, compared with 41 per cent of New Zealand travellers.
Responsible Travellers
By combining all of the relevant measures in the surveys, Angus & Associates has classified 19 per cent of Australian travellers as ‘Responsible Travellers’ compared with 12 per cent of New Zealand travellers.
“Responsible Travellers not only show a proactive stance towards environmental and community well-being but also demonstrate a tangible commitment through their actions when travelling.”
Three main factors emerge as the influences on responsible travel behaviour, for both Kiwis and Aussies. Firstly, respect for the local culture and traditions. Secondly, a commitment to leaving a place in a better state than they found it. Thirdly, a determination to safeguard the environment of their travel destination.
It is also common for responsible choices to be deliberately made before going on holiday.
Half of the travellers surveyed packed reusable items like bottles, bags or cups to minimise waste, and looked to travel to less popular destinations or outside of the peak season to lessen over-crowding.
Paying to be responsible
More than half of all New Zealand and Australian travel consumers are willing to pay a premium for a sustainable product/service (relative to the price they might pay for a less sustainable option).
27 per cent are willing to pay up to 5 per cent more, and 21 per cent up to 10 per cent more. Eight per cent are prepared to pay more than a 10 per cent premium.
The tourism consumers identified through the research as Responsible Travellers are significantly more willing to pay a price premium – 78 per cent of them say they would do so.
“Sustainability should be embedded in the way tourism businesses operate, but it can cost more to provide a sustainable option. This research should give operators some assurance that if they embrace sustainable practices that it will be well received by their customers,” says Chris.
“There is an opportunity for tourism operators to understand the Responsible Traveller better and to provide them with the experiences they are looking for. It seems certain that this segment of the visitor market will continue to grow.”
