Cost and quality continue to be travelers' priorities over sustainability
The World Travel & Tourism Council (WTTC) has released a report based on a survey of more than 10,000 people that analyzes the critical gap between travelers' desire for sustainable options and their actual behavior.
The data reveals that cost and quality continue to be travelers' top priorities, ahead of sustainability.
The WTTC's Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customer,explores the critical gap between travelers' preference for more sustainable options and the choices they ultimately make.
This report, developed in collaboration with YouGov, a partner of the global body, offers practical recommendations to travel and tourism companies to close this gap, proposing solutions that make sustainable travel more accessible and attractive, striking a balance between economic growth and environmental responsibility.
Based on a survey of more than 10,000 people, the report classifies travelers into six consumer segments, from the eco-conscious «Concerned Hopeful» to the disinterested «Climate Change Scépticsátic». Each group has unique behaviors, priorities and barriers to making sustainable choices.
Knowing these diverse perspectives is key for companies to develop effective sustainability strategies that connect with their audience and generate real impact.
Cost and quality dominate decision-making
Data reveals that cost and quality remain the top priorities for travelers, ahead of sustainability. More than 50% of those surveyed
In contrast, only a small minority consider sustainability as a key factor, ranging from 7% to 11%, even in the most environmentally conscious segments.
In addition, lack of visibility about sustainable choices remains a significant barrier: more than 10% of respondents said they have not received sustainability information or messages through any channel, whether traditional media, social networks or community initiatives.
Julia Simpson, president and CEO of WTTC, said «Travelers care about sustainability, but when it comes time to buy, price and quality are king. Customers expect companies to offer affordable sustainable options. Fortunately, many WTTC members are already making a difference, whether it's regenerating coral reefs or reducing food waste. Customers connect with brands that have strong values.
Recommendations for companies
The WTTC report highlights seven key recommendations to help the industry close this gap, urging companies to lead by example and collaborate with other companies and governments on sustainable initiatives.
Key measures include emphasizing the economic and personal benefits of sustainable travel, facilitating simple and convenient eco-friendly options and implementing tiered rewards programs that incentivize action at all levels.
Personalized marketing, aligned with the specific values and needs of each consumer, has been shown to significantly increase engagement. In addition, eliminating non-sustainable options and making sustainability the default option can simplify decision making and improve the overall experience.