As sustainability awareness grows among travellers, a new report reveals a notable gap between awareness and action in sustainable travel. The Sustainable Travel Consumer Report 2024, released by Trip.com Group, highlights insights drawn from a survey of 9,867 respondents across 109 countries and territories, including the Asia-Pacific (APAC), Europe, the Middle East and Africa (EMEA), North America (NORAM), and Latin America (LATAM).
The report reveals that while 92% of travellers express a willingness to consider sustainable travel options, only 56.9% report having actively practised it. Many cited confusions regarding what sustainable travel entails, while others question the authenticity of sustainable products and initiatives. This underscores the need for enhanced consumer education and clearer communication from travel providers.
Key barriers contributing to the gap include the perception that sustainable travel is a collective effort rather than an individual responsibility and the belief that it does not enhance the travel experience. These factors lead to hesitance among travellers when it comes to paying extra for sustainable options. The report indicates that while 42.5% of travellers are open to paying a premium, many have specific limits on how much extra they are willing to spend. For instance, only 21% are willing to pay up to 5% more, while just 1.7% would pay over 20%.
Price sensitivity varies by region; APAC travellers are generally more inclined to pay extra for sustainable options, with a third of them willing to pay more. In contrast, a significant proportion of travellers in NORAM, EMEA, and LATAM—53%, 49.4%, and 47.3%, respectively—are unwilling to pay extra.
Despite these challenges, demand for sustainable travel options is increasing. Over half of those surveyed (54.7%) now actively seek sustainable options when booking online. The report shows that three in four (75.83%) travellers expect clearly labelled sustainable choices from online travel agents (OTAs), and 72.4% are drawn to providers that highlight these options. Expectations for transparency are particularly high in APAC and LATAM, where 80% and 83.6% of travellers, respectively, expect to see sustainable options clearly labelled.
Motivations for choosing sustainable travel vary by region. Globally, 47.3% of travellers prioritise environmental protection, with APAC and LATAM respondents primarily driven by environmental factors. In contrast, travellers in EMEA and NORAM consider a broader range of concerns, including wildlife protection and cultural heritage.
Engaging Gen Z is crucial for the future of sustainable travel. Despite being more exposed to sustainability information, Gen Z remains hesitant to pay more for sustainable options. The report indicates that while 73% of Gen Z respondents consider OTAs with sustainable offerings, more than half are uncertain about what qualifies as sustainable travel.
Trip.com Group is committed to advancing sustainable travel by introducing a range of lower-carbon travel products and partnering with organisations like GSTC, Travalyst, and WWF. The Group aims to achieve carbon neutrality by 2050 and plans to introduce over 10,000 lower-carbon travel products, targeting 100 million travellers.
“As we enjoy the planet’s natural wonders, it is our duty to protect these treasures for future generations,” said Trip.com Group CEO Jane Sun, highlighting the need for ongoing collaboration and empowerment in building a sustainable future.