Almost half of travellers believe their travel company should make concerted efforts to help local people and their economies.
This is according to the ABTA 2010 Consumer Trends Survey, which revealed that 47 percent of customers think more needs to be done, while a third want to know how their travel company benefits the destination they’re travelling to.
A further 17 percent said they are willing to pay more money for a sustainable product.
Mark Tanzer, ABTA’s chief executive, said that for too long the travel industry has perceived environmentally-conscious customers as "an insignificant minority that could be ignored".
"However, the ABTA 2010 Consumer Survey shows that millions of consumers take their environmental and social responsibilities seriously and expect us to do so too," he commented.
"We think this reflects changing attitudes and behaviour in all aspects of people’s lives."
The Consumer Trends Survey also revealed that 19 percent of British holidaymakers do not take out travel insurance ahead of their trip.