The Latest Consumer Trends in Sustainable Travel

Sustainable travel is a fast-growing trend in the industry as more and more travelers become aware of the environmental consequences of their adventures. But traveling sustainably isn't always as simple as leaving only your footprints behind at the beach. To truly make an impact, the effort needs to be significant. Ahead of Earth Day this April, The Vacationer has polled more than 1,000 American adults to uncover U.S. travelers' feelings when it comes to making sustainable or eco-friendly decisions when planning travel. The results reveal some of the latest trends when it comes to not only how Americans view sustainable travel but what they're willing to sacrifice to ensure their next trip is an eco-friendly one.

An overwhelming majority of survey respondents (87.32 percent) agree that sustainable travel is important. That's a notable increase from 82.67 percent last year. Of the nearly nine out of 10 who believe sustainable travel is important, more than half (53.1 percent) indicate that it is somewhat important while more than one-third (34.22 percent) consider it very important.

That commonly held belief that there's value in eco-friendly travel is reflected in the growing number of consumers who plan to make sustainable travel decisions despite the potential inconveniences. More than four-fifths of American adults (81.57 percent) plan to make more sustainable or eco-friendly decisions when planning travel, up from three-fourths last year (74.85 percent). Of the more than 81 percent, 29.84 percent say they will make the decisions regardless of whether it inconveniences them, while the majority (51.73 percent) will do it only if it's hassle-free.

The vast majority of Americans (78.28 percent) are still willing to spend a little bit more money to lower their carbon footprint while traveling, and this year's figure is up considerably from 71.37 percent just a year ago. However, less than 12 percent of individuals surveyed indicated that they'd be willing to spend more than $250 on their trip to travel sustainably.

In addition to cost, knowing what's out there and where to look is a potential obstacle for many travelers. Most travelers (44.43 percent) don't know whether enough sustainable travel options exist when it comes to flights, lodging and rental cars. Another 37.41 percent say that there aren't enough sustainable travel options. Currently, fewer than two out of 10 consumers believe that there are enough eco-friendly travel options to choose from.

Ultimately, The Vacationer's survey results show that Americans have the right attitudes when it comes to embracing sustainable travel. However, the improved availability of eco-friendly options and reduced cost will be paramount for widespread travel habit changes. After all, only about two out of 10 people use sustainable travel filters when booking, with the majority (80 percent) still unaware that these filters even exist.