A third of people are still not prepared to spend any more on a holiday in order to offset their carbon emissions, according to new research.

Six out of ten (59%) holidaymakers say they will not cut down on the number of holidays abroad to save the environment, while one in three (35%) are not prepared to pay an extra £20 per holiday to offset their flight's carbon emissions.

Less than a quarter (24%) said they would select a travel company based on environmental credentials – and the majority of these people were aged under 25.

More than 40% said they would not book a holiday with a company just because it has green credentials. A third (35%) sat on the fence saying they 'didn't know'.  

Scottish consumers are the least concerned about the environment with 74% saying they would not cut down on holidays; while consumers in the West Midlands showed the most concern – 37% said they would cut down on holidays if it would make a difference. The national average was 26%.

The research suggests that saving the environment rests with the young as these are the most environmentally friendly group – 39% said they would cut down on holidays abroad to save the environment.

The poll of 2,500 people online by travel industry marketing specialist BLM Media also found the majority of people deserting travel agents for the internet.

Only 12% of people now use travel agents with 61% citing high prices as the main reason for avoiding them. 

The internet continues to empower consumers to book direct – 52% book flight and accommodation direct, rising to 73% for flights only.  

The internet is now the first place people go to for holiday information – 75% stated this. Seventy per cent also said the internet was very important in planning their holiday.

The poll also found that holidaymakers are increasingly going independent, booking direct and creating their own bespoke packages.  One in three (36%) people do not book traditional package holidays.

The average cost of a holiday, per person and excluding holiday spending money, was found to be £1,171. The Scots are the thriftiest with 10% spending less than £250 on a long haul holiday; the most extravagant were people in the south east of England who spend £1,494 on average.

Chris Armond, business directorat BLM, said: "The green message is not getting through to holidaymakers who appear to value their vacations more than the environment.  

"The internet is helping travellers become more independent so much so that traditional travel agents have to change their business model to attract holiday makers back through their doors."

by Phil Davies