by Lacey Pfalz
Last updated: 4:05 PM ET, Mon April 22, 2024
As we recognize the importance of protecting our planet’s natural resources and bounty on Earth Day once more, we can also recognize the travel industry’s role in protecting those resources and limiting its negative impact on the world around us.
The sustainable travel market in the U.S. alone is expected to grow from $66.22 billion in 2023 to $116.46 billion in 2029, making it a fast-growing economic segment of the travel industry. Hotel corporations, tour operators, cruise lines and airlines are all working towards net-zero carbon emissions reduction targets and advancing technologies to save resources.
What do travelers think of sustainability?
Booking.com surveyed over 31,000 travelers across 34 countries worldwide, asking their opinions about sustainability and travel.
Eighty-two percent of American travelers agreed that sustainable travel was important. Among Americans, 74 percent desire to travel more responsibly over the next year, with 42 percent reporting they would feel guilty making less sustainable travel decisions.
Yet 32 percent of travelers are growing weary of taking sustainability into consideration. Twenty-six percent of travelers consider travel to be too important of an experience to let sustainability be a major factor in their decisions.
The key is now taking the burden off travelers choosing these decisions, and having the industry as a whole improve in sustainability. The majority of American travelers believe that governments and travel service providers hold the key towards improving the industry as a whole.
Sixty-five percent of travelers agree that travel booking sites should have the same sustainable certifications or labels, to make it easier for them, so they don’t need to spend hours researching whether an accommodation or an experience is actually as green as it says.
Responsible travel practices for eco-friendly adventures. (Photo Credit: Premreuthai / Adobe Stock)
“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,” said Danielle D’Silva, Head of Sustainability at Booking.com. “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.”
Sustainability in Travel Leads to Greater Traveler Satisfaction
The data shows that sustainable travel experiences make an impact that can even outlast the duration of the trip. Of the travelers who’ve experienced sustainable practices while traveling, 67 percent returned home feeling inspired to be more sustainable in their day to day lives.
Additionally, nearly all those who chose more sustainable travel methods and experiences found themselves more satisfied after having done them. For example, 97 percent of travelers who engaged in cultural and local tours reported feeling like their trip was enhanced.
How Can Travelers Choose More Sustainable Travel Experiences?
While it can be daunting to consider adding sustainability as another important travel factor when planning a trip, there are a few simple ways to integrate it into your own travels.
Some ideas to make your next trip more sustainable might be something as simple as taking a train instead of a plane or staying at locally owned lodgings or using a local tour operator. Bigger travel decisions might include choosing to visit somewhere less visited than a major destination, or even participating in a carbon offset program.
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