A new report by the World Travel & Tourism Council (WTTC) reveals a significant gap between travellers’ expressed desire for sustainable travel and their actual purchasing decisions. While sustainability is a concern, cost and quality consistently rank higher in travel priorities.

The report, titled “Bridging the Say-Do Gap,” surveyed over 10,000 travelers and categorized them into six segments based on their environmental awareness and travel habits. While some segments prioritize sustainability, others remain largely indifferent.

Key findings include:

• Cost and quality reign supreme: Over 50% of travellers prioritise cost, while around 30% prioritize quality.

• Sustainability lags: Only 7-11% of travellers prioritise sustainability, even among the most environmentally conscious groups.

• Limited visibility: A lack of clear information and easily accessible sustainable options hinders progress.

The report emphasizes the need for travel businesses to:

• Prioritise affordability and quality: Offer sustainable options that are both cost-effective and high-quality.

• Increase visibility: Make sustainable travel options more visible and easily accessible to consumers.

• Educate travellers: Highlight the economic and personal benefits of sustainable travel.

• Incentivise sustainable choices: Introduce reward programs to encourage travellers to make eco-conscious decisions.

Julia Simpson, WTTC President & CEO, stated that while travellers express concern for sustainability, their actual travel choices are primarily driven by cost and quality. She emphasized the importance of businesses leading by example and collaborating with governments to create a more sustainable travel future.

The report underscores the importance of understanding traveller segments and tailoring sustainability initiatives to their specific needs and priorities.

By bridging the gap between aspiration and action, the travel industry can contribute to a more sustainable and responsible future while ensuring a positive travel experience for all.

Also read: How MENA’s travel industry is embracing sustainability