One of the main activities when people are on holiday is making car trips. Using a conjoint analysis, this paper investigates whether an environmentally friendly excursion by car could make a useful contribution to reducing pollution. Cluster analysis shows four clusters. Only one small group of holiday makers (the ecological elite at 7.1 %) behaves in an environmentally friendly way as a result of their attitudes and preferences. However, investigation of motivational structures shows that this is a result rather of ego-involvement than altruism towards the environment.