Consumers in favour of sustainable travel but cost is king: WTTC
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The World Journey & Tourism Council (WTTC) unveiled its newest report, exploring the vital hole between travellers’ need for sustainable choices and their precise behaviour. Launched at FITUR 2025, Madrid, the report Bridging the Say-Do Hole: Find out how to Create an Efficient Sustainability Technique by Realizing Your Clients was developed in collaboration with WTTC data associate YouGov.
The report explores the disconnect between what travellers say about sustainability and the alternatives they finally make.
It offers actionable steerage to Journey & Tourism companies on how they’ll tackle this hole by providing options that make sustainable journey each extra accessible and extra engaging, finally balancing financial development and environmental duty.
The research, drawing on a survey of greater than 10,000 respondents, categorised travellers into six shopper segments, starting from the eco-conscious “Hopeful Worriers” to the disengaged “Local weather Change Agnostics”. Every group comes with distinctive behaviours, priorities, and boundaries to choosing sustainable selections.
Understanding these numerous views is crucial for companies to craft efficient sustainability methods that resonate with their viewers and drive actual affect.
Based on the info, value and high quality stay the dominant priorities for travellers, outweighing sustainability concerns. Throughout all shopper segments, greater than 50% say value is an important issue influencing buying selections, whereas round 30% prioritise high quality.
In stark distinction, sustainability is a main issue for under a small minority, starting from 11% to 7%, even among the many most environmentally acutely aware teams.
A scarcity of visibility additionally stays a major barrier to progress. Over 10% of respondents reported no publicity to sustainability messaging or info by means of any channel, together with mainstream media, social platforms, or community-driven initiatives.
Julia Simpson, WTTC President & CEO, mentioned: “Travellers care about sustainability however when shopping for journey, value and high quality are king. Clients anticipate companies to create inexpensive sustainable choices. However many WTTC corporations encourage change – whether or not that’s regrowing coral reefs or decreasing meals waste. Clients interact with manufacturers which have robust values.
“I’m delighted to collaborate with YouGov for such an important piece of labor. By closing the say-do hole, we not solely defend the planet however guarantee extra rewarding experiences for patrons and a brighter and extra resilient future for our planet.”
Analysis was additionally carried out by WTTC Member, Journey.com, culminating in The Sustainable Journey Shopper Report 2024. Journey.com’s report helps WTTC findings, noting the significance of value and making sustainability hassle-free, encouraging customers in direction of extra sustainable motion.
Enterprise Suggestions
WTTC’s report affords seven key suggestions to assist the business bridge this divide, calling on companies to steer by instance, partnering the place attainable with different companies and governments on sustainability initiatives.
To drive actual change, the report recommends highlighting the financial and private advantages of sustainable journey, making certain eco-friendly choices are easy and handy for customers, and introducing tiered reward programmes to inspire motion in any respect ranges.
Tailor-made advertising and marketing that speaks on to the values and wishes of particular person customers has been proven to considerably improve engagement throughout totally different segments. Designing out unsustainable choices to make sustainability the default selection can facilitate the decision-making course of and enhance the general expertise.
Many Journey & Tourism corporations are actively adopting sustainable practices and speaking them to customers.
Intrepid Journey prominently labels journey itineraries with their carbon affect and offsets
emissions routinely. Iberostar leverages AI know-how to scale back meals waste in its lodges and prioritises underutilised fish shares. Hilton has geared up over 1,800 lodges with EV charging factors, with practically a 3rd of its EMEA properties powered fully by renewable vitality.
As local weather motion turns into an crucial fairly than an choice, this report equips companies with the instruments and insights they should thrive in a quickly altering world.
WTTC urges all Journey & Tourism enterprise leaders to leverage this report back to encourage innovation and chart a sustainable path ahead.
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