Travellers throughout the globe imagine sustainability is vital. However a brand new examine says shoppers nonetheless take into account their wallets way more vital than the world surroundings.
A report from the World Journey and Tourism Council (WTTC) and YouGov finds there’s a “important hole” between travellers’ want for sustainable choices and their precise behaviour.
Unveiled 19MAR on the FITUR 2025 conferences in Madrid, the report discovered that greater than 50% of individuals surveyed mentioned value is crucial issue influencing buying choices, whereas round 30% prioritize high quality.
“In stark distinction, sustainability is a major issue for under a small minority, starting from 11% to 7%, even among the many most environmentally acutely aware teams,” the WTTC mentioned.
“An absence 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,” mentioned the report, titled “Bridging the Say-Do Hole: Find out how to Create an Efficient Sustainability Technique by Realizing Your Prospects.”
“Travellers care about sustainability however when shopping for journey, value and high quality are king,” mentioned Julia Simpson, WTTC President & CEO. “Prospects count on companies to create inexpensive sustainable choices.
“However many WTTC firms encourage change – whether or not that’s regrowing coral reefs or decreasing meals waste. Prospects have interaction with manufacturers which have robust values,” she mentioned.
The examine, drawing on a survey of greater than 10,000 respondents, categorized 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 limitations to choosing sustainable decisions, the WTTC mentioned.
