Study reveals: interest in sustainable travel, weariness among travellers
A recent study by Booking.com indicates a growing weariness among travelers despite continued interest in sustainable travel. While 75% of travelers express a desire to travel more sustainably, there are barriers such as a lack of trust in sustainability efforts hinder progress.
In a recent report released by Booking.com, insights from over 31,000 travelers across 34 countries and territories shed light on the evolving landscape of sustainable travel. While the findings underscore a sustained interest in sustainability among travelers, they also reveal emerging challenges.
Lodging Magazine reports that, according to the Booking.com research, 83% of travelers acknowledge the importance of sustainable travel. However, a significant proportion (45%) admits that sustainability is not a primary consideration when planning or booking a trip, indicating a potential disconnect between intention and action. Furthermore, 28% express fatigue regarding discussions around climate change, suggesting a growing weariness among travelers.
Desire to travel more sustainably
Despite these challenges, there remains a positive outlook for the future of sustainable travel. Three-quarters of global travelers express a desire to travel more sustainably in the next 12 months, with motivations ranging from ethical considerations to personal beliefs.
One of the key findings of the study is the importance of collaboration in addressing the challenges of sustainable travel. While travelers recognize their role in leaving a positive impact on destinations they visit, they also expect governments and travel service providers to play a significant role in mitigating environmental and social impacts. Additionally, travelers emphasize the importance of clear communication and consistent certification standards in identifying sustainable travel options.
Lodging Magazine reports that, despite the emerging frustrations, travelers who prioritize sustainability report tangible benefits from their experiences. Sustainable travel is perceived as adding value to trips, with travelers recognizing its positive impact on their well-being and the communities they visit.
