by Lacey Pfalz
Last updated: 9:45 AM ET, Thu January 23, 2025
While travelers increasingly desire more sustainable travel offerings and options, cost is the biggest factor that stops travelers from choosing sustainability, according to a new report published by the World Travel & Tourism Council (WTTC).
The report, launched at FITUR 2025 in Madrid, is called “Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers.” Created in partnership with YouGov, it analyzes the difference between what travelers think about sustainability versus what travel choices they actually make.
The report, which categorized over 10,000 respondents into six different categories ranging from the most eco-conscious to “climate change agnostics,” found that overall, over 50 percent say cost is the most important factor when making travel decisions. The second largest group said quality was the most important factor.
A smaller number, ranging from seven to 11 percent across the groups, reported sustainability.
Visibility of sustainable travel options remains a barrier: over 10 percent of those surveyed reported no exposure to sustainability information or messaging. Uncertainty over the benefits of sustainable travel offerings hurts the chances a traveler will choose to pay more for a more sustainable option.
“Travelers care about sustainability but when buying travel, cost and quality are king,” said WTTC’s President & CEO, Julia Simpson. “Customers expect businesses to create affordable sustainable options. But many WTTC companies inspire change – whether that is regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values."
“I am delighted to collaborate with YouGov for such a crucial piece of work. By closing the say-do gap, we not only protect the planet but ensure more rewarding experiences for customers and a brighter and more resilient future for our planet.”
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