According to a new Booking.com survey of 31,000 people across 34 countries and territories, travelers may be growing weary of eco-conscious travel, fueled by the ongoing challenges they experience to make more sustainable choices.
The recent study shows that while 82 percent of American travelers said that sustainable travel is important to them, almost half (48 percent) said that traveling more sustainably is "important" but not a primary consideration when planning or booking a trip and 32 percent said they are tired of hearing about climate change.
The study also suggests that the opportunity for collective action is "more pertinent than ever" in order to keep progress toward a more sustainable travel industry a priority.
Intentions and Challenges
Looking ahead, 74 percent of American travelers said that they want to travel more sustainably over the next 12 months, and 42 percent said they would feel guilty when they make less sustainable travel choices. When it comes to motivators among those who want to travel more sustainably, 39 percent said they want to do so because they believe it's the right thing to do.
At the same time, a so-called “sense of disillusion” towards making more sustainable travel choices may be counteracting those intentions. More than a quarter (26 percent) of respondents feel that the damage already done is irreversible and that the travel choices they make are not going to change the outcome. A quarter of travelers (25 percent) do not believe climate change is as severe as people make it out to be. The report suggests this "dismissal of the issue" may 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 (26 percent). Not seeing sustainability in action is also contributing to the sense of powerlessness: Almost a third (31 percent) of travelers believe that being more sustainable in a destination that is not implementing sustainability practices itself feels pointless.
Shared Responsibility and Enablement
Travelers also have high expectations around collaboration. A full 75 percent of American travelers said they want to leave the places they visit better than when they arrived (up from 68 percent last year), and this year’s additional research shows 49 percent think they themselves have the potential to counteract the social impacts of travel. On the other hand, 32 percent think governments hold the most potential for countering the economic effects, and 42 percent believe travel service providers hold the key to addressing environmental factors. Furthermore, 29 percent of American travelers believe that governments are responsible for educating people on the impacts of travel and tourism.
Responsibilities extend to how consumers are being supported to fulfill their intentions. Coming across an accommodation labeled as more sustainable is more appealing to almost half of travelers (49 percent) and consistency of certification standards is critical to identifying these options with 65 percent agreeing that all travel booking sites should use the same sustainable certifications or labels. However, the number of travelers who are interested to learn more about why the accommodation was given this label is down 15 percentage points (at 51 percent) when compared with the same time last year, indicating a need for simple, clear communication that enables easy decision-making regardless of priorities.
Sustainable Silver Linings
Despite the emerging frustrations, travelers who said they are making more mindful choices also feel that more sustainable travel experiences are actually adding value to their trips. New areas of research in this year’s report found that 59 percent of American travelers recognize that they are the best version of themselves when they travel more sustainably and consequently take home this positivity, just as 67 percent feel that witnessing sustainable practices while traveling inspires them to be more sustainable in their everyday life. Of those who adopted sustainable behaviors on their travels, it was seen as an enhancement for 97 percent who did tours or activities for authentic, local and cultural experiences, 94 percent who shopped at small, independent stores, and 89 percent who planned their trips so that they could walk, bike or take public transport.
“While many travelers have retained a sense of optimism and a desire to have a more positive impact, there is a critical opportunity for the industry to accelerate efforts to make those choices easier for everyone,” Danielle D’Silva, head of sustainability at Booking.com, said in a statement. “It’s important that we continue ensuring that more sustainable options are not only readily available, but also easy to trust and understand. That’s where we believe further education, clear and consistent standards and credible third-party certification of legitimate sustainable practices across the travel experience can really help. While the signals of consumer frustration should be a concern, it’s also a reminder to maintain our focus on the impactful work we know can make a difference not only for travelers, but for communities and destinations everywhere.”