Sustainability is a top priority for a small minority of travelers, ranging from 7% to 11%, according to a survey from the World Travel & Tourism Council (WTTC).
According to the survey of 10,000 respondents, cost and quality remain the top priorities for travelers across all consumer segments, with more than 50% saying cost is the most important factor influencing purchasing decisions while around 30% prioritize quality.
"Travelers care about sustainability but when buying travel, cost and quality are king," said Julia Simpson, WTTC CEO in a statement.
The report titled "Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers" was developed in collaboration with YouGov and offers recommendations to help the industry bridge a gap between travelers' desire for sustainable options and their actual behavior.
The report found that a lack of visibility remains a barrier to consumer demand for sustainable travel: 10% of respondents reported no exposure to sustainability messaging or information through any channel, including mainstream media, social platforms or community-driven initiatives.
The report recommends that companies highlight the economic and personal benefits of sustainable travel and ways to incentivize travelers to choose sustainable options, including in their loyalty programs and tailored marketing.
WTTC urged all travel and tourism leaders to use the report to chart "a sustainable path forward" and named some companies that are stewards of sustainable travel.
Tour operator Intrepid Travel prominently labels trip itineraries with their carbon impact and offsets. Resort operator Iberostar leverages AI to reduce food waste in its hotels and prioritizes underutilized fish stocks. Hilton has equipped over 1,800 hotels with charging stations for electric vehicles, and nearly a third of Hilton's hotels in its EMEA region (Europe, Middle East, Africa) are powered entirely by renewable energy.
"Customers expect businesses to create affordable sustainable options," Simpson said. "But many companies inspire change -- whether that is regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values."