28.3% aged 45–54, 18.7% 65+ and only 5.9% under age 34. The study showed that 84.3% of respondents seek out museums and nature, 67% value environmentally-friendly tourism, and 98% express interest in cultural heritage. Fair trade food (63%) and organic food (73%) are also important. The study noted the strong degree of trust necessary in collaborative consumption, with 75% agreeing that most people are trustworthy. 93% were satisfied with their experience, with 81% having swapped homes more than once. Popular culture Home exchange was the subject of the 2006 romantic comedy The Holiday, directed by Nancy Meyers and starring Kate Winslet, Cameron Diaz, Jack Black and Jude Law. Permanent home exchange There are several situations in which people have exchanged homes permanently: During the subprime mortgage crisis, home exchange was used to help buyers and sellers when financing was harder to obtain. Mutual exchange is a mechanism for tenants of public housing in the United Kingdom to swap their homes. During ethnic conflicts, such as in Iraq in 2006, members of ethnic minorities have swapped homes with friends who are members of different ethnic minorities in a different neighborhood. The goal is that each minority resident ends up in a neighborhood where their ethnicity is in the majority, thus reducing violence. External links Home Exchange: A How-To Guide References Tourist accommodations Houses Cultural exchange Hospitality services