Booking.com Study Shows Travelers Tired of Sustainability Push

Latest Booking.com Sustainable Travel Data Reveals Ongoing Challenges for Consumers & Highlights a Heightened Opportunity for Cross-Industry Collaboration overview

AMSTERDAM, 22 APRIL 2024 – Today, Booking.com releases new research, with insights gathered from more than 31,000 travelers across 34 countries and territories, exploring the latest consumer attitudes, priorities and influences related to sustainable travel. While the annual research reveals a continued sense of desire and awareness, with 83% of travelers confirming that sustainable travel is important to them, new insights show a sense of weariness could be emerging globally, fueled by the ongoing challenges that travelers experience to make more sustainable travel choices.

Important details from the source

• AMSTERDAM, 22 APRIL 2024 – Today, Booking.com releases new research, with insights gathered from more than 31,000 travelers across 34 countries and territories, exploring the latest consumer attitudes, priorities and influences related to sustainable travel.
• The recent study shows that almost half (45%) feel traveling more sustainably is important, but not a primary consideration when planning or booking a trip, and 28% of travelers even report they are tired of hearing about climate change all the time.
• With this in mind, the opportunity for collective action is more pertinent than ever, in order to ensure that progress toward a more sustainable travel industry remains a priority.
• Looking ahead, a reassuring 75% of global travelers say that they want to travel more sustainably over the next 12 months, and (43%) would feel guilty when they make less sustainable travel choices.
• When it comes to motivators among those who want to travel more sustainably, (32%) want to do so because they believe it's the right thing to do.
• However, a sense of disillusion towards making more sustainable travel choices may be counteracting those intentions.
• In fact, a quarter of travelers (25%) don’t believe climate change is as severe as people make it out to be - a dismissal of the issue which may well be impacting travel plans.
• Moreover, some feel their time spent traveling is too precious to put sustainability at the top of their decision-making list (28%).
• Not seeing sustainability in action is also contributing to the sense of powerlessness; more than a third (34%) of travelers believe that being more sustainable in a destination that is not implementing sustainability practices itself feels pointless.
• Shared Responsibility And The Critical Opportunity For Industry-Wide Enablement.

What this means for readers

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