The latest research by Booking.com, in its eighth year, surveyed 33,228 participants across 35 countries and territories, making it the most comprehensive sustainability study to date. The findings reveal that sustainable travel remains a primary concern for global travellers, with 74% believing that people need to make more eco-friendly choices to protect the planet for future generations. Additionally, 74% of respondents want travel companies to offer more sustainable travel options, up from 66% in 2022.
Understanding the Factors Influencing Sustainable Travel Decisions in 2023:
To capitalize on the growing demand for sustainable travel, it’s crucial to understand the factors shaping travellers’ decisions and implement strategies accordingly.
Emphasize Your Sustainable Practices:
With 76% of global travellers expressing a desire to travel more sustainably this year, it’s essential to showcase your sustainability initiatives. For instance, 65% of respondents would feel better about staying at accommodations with sustainable certifications or labels. One way to highlight your sustainability credentials is by participating in programs like Travel Sustainable, which makes it easier for travellers to identify eco-friendly options.
Reward Sustainable Behaviour:
Despite a reluctance to pay extra for sustainable travel options, 49% of travellers are open to discounts and economic incentives for choosing greener alternatives. Offering rewards points for sustainable choices that can be redeemed for perks and discounts appeals to 42% of global travellers, incentivizing them to travel more sustainably.
Promote Small Changes with Big Impact:
Travellers are increasingly aware of the importance of sustainability, with only 2% of respondents claiming not to consider it when staying at an accommodation. Encouraging small changes in behaviour, such as turning off lights and appliances when not in use, reusing towels, and recycling, can make a significant positive impact on the environment. Moreover, 43% of travellers plan to walk, cycle, or take public transport while sightseeing, up 10% from 2022. As a travel company or accommodation provider, consider offering rental bikes, advice on walking routes, or information on local events outside of peak season to attract more eco-conscious travellers.
Conclusion:
The increasing demand for sustainable travel presents a golden opportunity for the travel industry to meet the expectations of environmentally-conscious consumers. By showcasing eco-friendly practices, rewarding sustainable behaviour, and promoting small changes that make a big difference, travel companies and accommodation providers can help create a more sustainable industry and ensure a brighter future for our planet.
