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The World Travel & Tourism Council (WTTC) unveiled its newest report, exploring the vital hole between travellers’ need for sustainable choices and their precise behaviour. Launched at FITUR 2025, Madrid, the report Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers was developed in collaboration with WTTC data accomplice YouGov.
The report explores the disconnect between what travellers say about sustainability and the alternatives they in the end make.
It offers actionable steering to Travel & Tourism companies on how they will tackle this hole by providing options that make sustainable travel each extra accessible and extra enticing, in the end balancing financial progress and environmental accountability.
The research, drawing on a survey of greater than 10,000 respondents, categorised travellers into six client segments, starting from the eco-conscious “Hopeful Worriers” to the disengaged “Climate Change Agnostics”. Each group comes with distinctive behaviours, priorities, and limitations to deciding on sustainable decisions.
Understanding these various views is important for companies to craft efficient sustainability methods that resonate with their viewers and drive actual affect.
According to the info, cost and high quality stay the dominant priorities for travellers, outweighing sustainability issues. Across all client segments, greater than 50% say cost is an important issue influencing buying selections, whereas round 30% prioritise high quality.
In stark distinction, sustainability is a main issue for less than a small minority, starting from 11% to 7%, even among the many most environmentally acutely aware teams.
An absence of visibility additionally stays a big barrier to progress. Over 10% of respondents reported no publicity to sustainability messaging or info by way of any channel, together with mainstream media, social platforms, or community-driven initiatives.
Julia Simpson, WTTC President & CEO, mentioned: “Travellers care about sustainability but when shopping for travel, cost and high quality are king. Customers count on companies to create reasonably priced sustainable choices. But many WTTC firms encourage change – whether or not that is regrowing coral reefs or decreasing meals waste. Customers interact with manufacturers which have sturdy values.
“I am delighted to collaborate with YouGov for such a crucial piece of work. By closing the say-do gap, we not only protect the planet but ensure more rewarding experiences for customers and a brighter and more resilient future for our planet.”
Research was additionally carried out by WTTC Member, Trip.com, culminating in The Sustainable Travel Consumer Report 2024. Trip.com’s report helps WTTC findings, noting the significance of cost and making sustainability hassle-free, encouraging shoppers in direction of extra sustainable motion.
Business Recommendations
WTTC’s report affords seven key suggestions to assist the business bridge this divide, calling on companies to guide by instance, partnering the place attainable with different companies and governments on sustainability initiatives.
To drive actual change, the report recommends highlighting the financial and private advantages of sustainable travel, making certain eco-friendly choices are easy and handy for shoppers, and introducing tiered reward programmes to inspire motion in any respect ranges.
Tailored advertising that speaks on to the values and wishes of particular person shoppers has been proven to considerably enhance engagement throughout completely different segments. Designing out unsustainable choices to make sustainability the default selection can facilitate the decision-making course of and enhance the general expertise.
Many Travel & Tourism firms are actively adopting sustainable practices and speaking them to shoppers.
Intrepid Travel prominently labels journey itineraries with their carbon affect and offsets
emissions mechanically. Iberostar leverages AI expertise to scale back meals waste in its lodges and prioritises underutilised fish shares. Hilton has geared up over 1,800 lodges with EV charging factors, with practically a 3rd of its EMEA properties powered completely by renewable power.
As local weather motion turns into an crucial fairly than an choice, this report equips companies with the instruments and insights they should thrive in a quickly altering world.
WTTC urges all Travel & Tourism enterprise leaders to leverage this report back to encourage innovation and chart a sustainable path ahead.
The submit Consumers in favour of sustainable travel but cost is king: WTTC appeared first on Travel Daily Media.
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