Research from Booking.com, one of the world’s leading digital travel platforms, reveals almost three quarters (72%) of travellers believe that people need to act now and make sustainable travel choices to save the planet for future generations.
The sustainable travel research found the results were relatively consistent across ages, almost three-quarters (74%) of 46-55 year olds believe most strongly that this is needed, followed by millennials at 71%.
Consistent with overall intentions to make more sustainable travel choices, sustainable stays are growing in popularity, with almost three quarters (73%) of global travellers intending to stay at least once in an eco-friendly or green accommodation when looking at the year ahead. Additionally, 70% of global travellers say they would be more likely to book an accommodation knowing it was eco-friendly, whether they were looking for a sustainable stay or not.
However, when it comes to recognising a sustainable place to stay, almost three quarters (72%) of global travellers say that they are not aware of the existence of eco-labels for vacation accommodations, while well over a third (37%) affirm that an international standard for identifying eco-friendly accommodation would help encourage them to travel more sustainably, and 62% would feel better about staying in an accommodation if they knew it had an eco-label.
Despite the best intentions, it’s not all plain sailing for would-be green travellers. The report also exposes the common barriers travellers face when making sustainable travel choices:
– 37% do not know how to make their travel more sustainable
– 36% cannot afford the extra expenditure of sustainable travel
– 34% said their agenda constrains them in the sustainable choices they can make
– 50% understand what they can do to travel more sustainably
Travel companies have an important role to play here in the eyes of travellers: 71% of travellers think that travel companies should offer consumers more sustainable travel choices. On the other hand, almost half (46%) of global travellers acknowledge that they find it harder to make sustainable choices on while on vacation than in everyday life. Almost a third (31%) of global travellers admit their vacation is a special time during which they do not want to think about sustainability.
“This is the fourth consecutive year that Booking.com has commissioned its sustainable travel report and it’s heartening to see the sustainable travel motivations and intentions amongst travellers, though it’s clear that complex challenges continue to exist when it comes to fully realising these,” says, Pepijn Rijvers, SVP & Head of Accommodation at Booking.com.