AMSTERDAM—Booking.com releases a study that compiles insights from more than 31,000 travelers in 34 countries and territories, revealing the latest consumer attitudes, preferences, and preferences related to sustainable travel. We investigated the issues and impacts. Annual survey reveals continued desire and awareness, with 83% of travelers confirming that sustainable travel is important to them, but new insights show that more sustainable travel is important to them It shows that there may be a sense of global fatigue due to the ongoing challenges that travelers are experiencing in realizing their choices.
The survey found that almost half (45%) feel that more sustainable travel, while important, is not a main consideration when planning or booking a trip, while 28% of travelers , even reported that they were tired of hearing about climate change all the time. With this in mind, the opportunity for collective action is more important than ever to ensure progress towards a more sustainable travel industry.
Tackle new challenges with positive intentions
Looking to the future, 75% of global travelers say they want to travel more sustainably over the next 12 months, and (43%) say they feel guilty if they make unsustainable travel choices. This provides a sense of security. When it comes to motivating people who want to travel more sustainably, (32%) do it because they believe it's the right thing to do.
However, disillusionment with making more sustainable travel choices may be overriding these intentions. A new field of exploration, surveyed for the first time this year, reveals that some travelers do not recognize the importance of being more mindful of their impact. One-third (33%) feel the damage already done is irreparable and they feel free to choose to travel. They can't change that. In fact, a quarter (25%) of travelers think climate change is not as serious as people think, ignoring the issue that could affect their travel plans .
Additionally, some (28%) feel that the time they spend traveling is too precious to put sustainability at the top of their decision-making list. The lack of visibility of sustainability practices also contributes to a sense of helplessness. More than a third (34%) of travelers believe it is pointless to become more sustainable in destinations that do not practice sustainability.
Significant opportunity for shared responsibility and industry-wide delivery
The role that travelers can play in addressing the negative impacts of travel has highlighted expectations for collaboration. Remarkably, 71% of travelers say they want to leave the place they visited better than when they arrived (up from 66% last year), and this year's additional survey found that 45% said they wanted to leave the place they visited better than they found it. It has been shown that they believe there is a possibility of counteracting social effects. Meanwhile, 44% believe governments have the most potential to counter economic impacts, and 43% believe travel service providers hold the key to addressing environmental factors. Furthermore, her 40% of travelers believe that governments have a responsibility to educate people about the impact of travel and tourism.
Responsibility also extends to how consumers are supported to realize their intentions. Finding accommodation that is labeled as more sustainable is more appealing to almost half (45%) of travelers, and consistency in certification standards is key to identifying these options. , 67% agree that all travel booking sites should use the same sustainable certification or label. However, the number of travelers who want to know more about why a property has this label is down 17 points (52 percent) compared to the same time last year, with easy and clear communication. turns out to be necessary. Decision making that ignores priorities.
A sustainable ray of hope
Despite the new complaints, travelers who say they are making more prudent choices feel that more sustainable travel experiences actually add value to their trips. New to this year's report, 62 per cent of travelers recognize that traveling more sustainably makes them the best versions of themselves, and as a result, they take that positivity home with them, 67 We found that % believe witnessing sustainable practices while traveling increases their motivation. Make your daily life more sustainable. Of those who adopted sustainable behaviors while traveling, 96% took a tour or activity to experience authentic local culture, 93% shopped at small independent stores, and 93% planned a trip. % believe their sustainable behavior has improved. This is to allow people to walk, cycle and use public transport.
“While many travelers remain optimistic and desire to make a more positive impact, there is a significant opportunity for the industry to accelerate efforts to make that choice easier for everyone. ” said Daniel D'Silva, Head of Sustainability. Booking.com. “It is important that we continue to ensure that more sustainable options are not only readily available, but also reliable and easy to understand. We believe that reliable third-party certification of legal and sustainable practices throughout the experience would really help, but the signs of consumer frustration are concerning, not just for travelers everywhere. It’s also a reminder to stay focused on the impactful work we know can make a difference in our communities and destinations.”
