Global Travellers Show Tremendous Interest in Sustainability, But Only Half Take Bold Action, Reveals Trip.com Group

Tuesday, October 22, 2024

Trip.com Group, a prominent global travel services provider, has unveiled that while awareness around sustainable travel is on the rise, there is still a considerable gap between awareness and actual practice.

The findings are based on a survey of 9,867 respondents from 109 countries and regions, including Asia-Pacific (APAC), Europe, the Middle East and Africa (EMEA), North America (NORAM), and Latin America (LATAM).

The Disconnect Between Awareness and Action
A striking 92% of travellers express interest in sustainable travel, yet only 56.9% have actively pursued it. Many who haven’t considered it cited confusion about what sustainable travel truly means, while others questioned the authenticity of available sustainable products and initiatives. This points to a clear need for better consumer education and clearer communication from travel providers.

When it comes to cost, 1 in 5 travellers (21%) are willing to pay up to 5% extra for sustainable travel, but willingness decreases as costs rise. Only 4.7% are open to paying an additional 10-20%, and a mere 1.7% are willing to exceed that. The report also reveals regional differences: APAC travellers are more inclined to pay a premium for sustainable options, although a notable 32.3% in the region avoid paying extra altogether.

Increasing Demand for Sustainable Travel Information
While not all travellers consistently practise sustainable travel, there is a growing interest in eco-friendly options during trip planning. Over half of respondents (54.7%) now actively seek sustainable choices when booking online. These expectations extend to online travel agents (OTAs), with further insights showing that:

• 75.83% of travellers expect OTAs to clearly label sustainable options
• 53.07% would appreciate sustainable travel tips available online

Additionally, 72.4% of respondents are drawn to OTAs and providers that emphasize sustainable offerings. This focus on eco-friendly travel provides a “feel-good factor” for many, as more individuals express positive sentiments when aware of sustainable options.

APAC and LATAM travellers, in particular, are calling for transparency, with 80% and 83.6%, respectively, expecting OTAs to label sustainable options. Access to sustainability-related information has rapidly become an essential consumer right, reinforcing the demand for more responsible travel choices.

Varied Motivations for Sustainable Travel
Sustainable travel continues to gain traction globally, but the motivating factors differ across regions. The report highlights that while environmental and cultural concerns dominate globally, with 47.3% of travellers prioritizing environmental protection, regional preferences vary:

• APAC and LATAM travellers are mainly driven by environmental concerns.
• EMEA and NORAM travellers take a broader view, considering wildlife protection, cultural preservation, and economic impact.

This shift indicates that sustainability is being viewed more holistically, encompassing a wider range of concerns beyond environmental issues.

Opinions also differ on who should lead efforts to reduce tourism’s carbon footprint. APAC travellers tend to see this as an individual responsibility, while those in EMEA, LATAM, and NORAM advocate for collective action from governments, communities, and the travel industry.

Engaging Gen Z in Sustainable Travel
To successfully promote sustainable travel, the industry must address the unique perspectives of Gen Z travellers. Despite being exposed to more sustainability-related information, Gen Z shows similar hesitation as older generations in paying extra for sustainable options. Several key insights emerged about this demographic:

• 73.0% of Gen Zs are inclined to purchase from OTAs with sustainable offerings
• 53.6% cite environmental concerns as their primary reason for choosing sustainable travel
• 48.3% remain unsure of what constitutes a sustainable trip
• 31.5% see no additional benefit in sustainable travel

These findings suggest that stronger educational efforts and clearer motivations are essential to encourage greater adoption of sustainable travel practices among Gen Z.

Trip.com Group’s Sustainability Efforts
As awareness of sustainable travel continues to grow, OTAs have an important role in closing the gap between interest and action. Trip.com Group is committed to promoting sustainability within the travel sector. The Group has introduced a variety of ‘lower-carbon travel products’ and formed partnerships with organizations like GSTC, Travalyst, and WWF to advocate for sustainable tourism.

In its broader commitment to combat climate change, Trip.com Group has joined the Science Based Target initiative (SBTi) and aims for carbon neutrality by 2050. Furthermore, the Group plans to introduce over 10,000 lower-carbon travel products and encourage 100 million travellers to adopt low-carbon travel practices, significantly advancing the future of sustainable tourism.

“As we enjoy the planet’s natural wonders, it is our duty and responsibility to protect and preserve these treasures for future generations,” said Trip.com Group CEO Jane Sun. “We are encouraged by the growing awareness of sustainable travel, and will continue to collaborate with, and empower, our stakeholders in building a sustainable future.”