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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% 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 Roberts 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% of Australian travellers look to limit their carbon emissions while on holiday by using public transport or cycling/walking, compared to 32% of New Zealand travellers. 49% of Australian travellers deliberately choose products and services that benefit the local community, compared with 41% of New Zealand travellers.

Responsible Travellers

By combining all of the relevant measures in the surveys, Angus & Associates has classified 19% of Australian travellers as ‘Responsible Travellers’ compared with 12% 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% are willing to pay up to 5% more, and 21% up to 10% more. 8% are prepared to pay more than a 10% premium.

The tourism consumers identified through the research as Responsible Travellers are significantly more willing to pay a price premium – 78% 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 Roberts.

“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.”

Angus & Associates rolling survey collects data from over 7,000 New Zealanders and Australians per annum. Respondents in both countries are aged 18 years or more and the sample is representative of the general population by age, gender, and place of residence. Survey respondents are asked about their intentions to undertake leisure travel, which includes holidays, visiting friends/relatives, or attending an event. It does not include travel for business, conferences, study, medical, or other purposes. The specific results referred to in this release were collected from July 2023-June 2024 or January 2024-March 2024.

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