MM-Eye Insight Lens: Holiday Special
August 2025, By Nicola Church
When you’re booking a holiday abroad, what’s on your mind first? Sunshine? Sightseeing? Good food? Price?
For many UK holidaymakers, sustainability is creeping onto that list too – but not in the way you might think.
71% of people now want to see information about a trip’s sustainability before they book. That’s a big majority.
Holidaymakers are now more conscious about the sustainable impact of their travel than ever before. But, when we asked what factors are very important to them when they make their holiday choice, far fewer mention either environmental or social sustainability.
So yes – people care. But when it comes to choosing between two holidays, the picture gets a little messy.
That’s why we use our Brand Choice Model in this year’s Say Do Sustainability Study to help us figure out which factors really make the difference when travellers decide on one holiday over another – and which brands they choose to travel with.
Sustainability can drive choice – but only if brands approach it the right way.
- We don’t want to think about it – Holidays are for relaxing. They’re for having fun, exploring, and spending time with friends and family. Consumers are thinking about sustainability in their everyday lives, and when they’re on holiday, they want it built into the trip so they can feel good, without lifting a finger.
- Give us a choice – Whatever they’re buying, when it comes to sustainability, they want transparency. No fluff. No vague promises. People want to see real action and real results. Give travellers easy-to-understand options so they can customise their trip based on their own sustainability values.
Why this matters for brands
Sustainability isn’t just a “nice extra” anymore. Done right, it can be a genuine brand differentiator—helping you win more bookings and build stronger loyalty.
To learn more about how sustainability can help travel companies to drive brand choice, download your FREE special holiday edition of MM-Eye’s Insight Lens here: Downloadable Reports – MM-Eye. We’d love to talk more, so contact us today at info@mm-eye.com or use the form below to book a consultation