1. Emerging Environmentalism TTRA Canada Conference, October 15, 2008

2. Methodology Emerging environmentalism and its effect on travel

5. Causes and Remedies

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. What’s Motivating Public Environmentalism Today What is the most important reason you feel environmental improvements should be a priority…

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.

11. Changing the Way We Live

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. 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?

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. Lifestyle Choices

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. 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. 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. Environmentally-Friendly Travel

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. 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. 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. 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. Will We Change?

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. 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. 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. Willingness to Pay Extra How much more, if anything, are you willing to pay to go on an environmentally-friendly holiday?

34. Willingness to Pay Extra

35. Willingness to Pay Extra

36. What the Future May Hold

39. thank you Richard Leigh-Bennett, CMRP [email_address]