Do Consumers Want More Sustainable Travel?

Virtuoso reports that its travel advisors are seeing an increased interest in sustainable tourism.

Its 2018 Luxe Report found that more clients are searching for sustainable options, with the trend being led by millennials, who are three times more likely than Gen-X to seek out these types of experiences. However, the increase in interest isn’t just among the younger generation. All travelers seem to be more concerned and aware of their environmental impact in today’s travel market.

“Sustainable tourism represents a transformative movement and our goal remains to support our travel partners in their best practices, from saving endangered species to supporting community development projects around the world,” said Jessica Hall Upchurch, Virtuoso sustainability ambassador.

“By sharing these inspirational stories and educating Virtuoso advisors and their clients on the positive impact that comes from traveling in a more mindful way, we are helping to advance travel as a force for good,” Upchurch added.

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Virtuoso advisors identified several factors of sustainable tourism that most appealed to their clients including:

—Reducing plastic waste

—Eco-friendly practices

—Protecting wildlife

—Eating local foods/supporting local farmers

—Giving back to communities

—Animal welfare

—Respecting culture

—Staying at green hotels

—Conserving coral reefs

—Safeguarding historic sites

With the categories that consumers care about revealed, it’s time to come up with a strategy to support those areas, points out Costas Christ, Virtuoso global sustainable tourism strategist.

“The question is no longer whether travelers care about helping to make the world a better place as part of a vacation. They do, as Virtuoso’s Luxe Report also reveals. The real question is how we in the travel industry work together to prepare for a new generation of travelers who want to have a positive impact on the places they visit,” said Christ.

Virtuoso is helping build this knowledge through its annual Sustainability Summit attended by industry leaders; promoting examples of best practices among travel companies; and educating member agencies, staff, and consumers.