Travelers are facing a dilemma between cutting costs and being more mindful about making more sustainable choices, according to new research by Booking.com. The study, which comprised insights gathered from more than 33,000 travelers across 35 countries and territories, found that 40 percent of respondents think the environment will get worse in the next six months, but 63 percent believe the cost-of-living crisis will also get worse—leaving people unsure of what to prioritize as they work to reconcile what is important to them with the demands of everyday life.
A Tale of Two Wallets
The economic weather has changed drastically since last year, and the big topics at the front of people’s minds today are the cost-of-living crisis and the climate crisis. Nearly three quarters (70 percent) of U.S. travelers say they want to travel more sustainably over the coming 12 months, while the same amount think the global energy crisis and rising cost of living is impacting their spending plans. For some Americans, the two are mutually exclusive. With rising inflation, nearly half of travelers are stuck in the notion that they must make a choice between sustainability and spending, with 52 percent believing more sustainable travel options are too expensive (up 9 percent from Booking.com’s 2022 data). For these respondents, sustainability and travel can seem non-urgent when they are worried about affording bills. On the flip side, with travel well and back for others who also have a more urgent focus on conscious choices, 42 percent of today’s American travelers would be willing to pay more for travel options with a sustainable certification.
As an increasing number of travelers feel the pinch: They are seeking more sustainable travel options rich in rewards, highlighting the perceived tradeoff between making conscious choices and saving money and the need for incentivization. Nearly half (43 percent) want discounts and economic incentives to opt for eco-friendly options (up 14 percent from 2022) while 35 percent would be encouraged to travel more sustainably with reward points for making more sustainable choices that they could use for free extra perks or discounts through online travel booking sites.
In all, however, traveling more sustainably continues to be front of mind for U.S. travelers, with two thirds (67 percent) believing people need to act now and make more sustainable choices to save the planet for future generations.
Breaking Through Barriers to Drive Change
It’s not just cost that is a perceived hurdle to traveling more sustainably. From limited data to a perceived lack of options, barriers to traveling more sustainably appear higher than ever, with some telling shifts in the past 12 months. Almost half (47 percent) of U.S. travelers believe there are not enough sustainable travel options, while 67 percent want travel companies to offer more sustainable travel choices (up from 58 percent in 2022). Despite good intentions, 49 percent of American travelers don’t know where to find more sustainable options—which is consistent with the findings of Expedia Group Media Solutions from one year ago. For example, 74 percent seek authentic experiences that are representative of the local culture, yet in stark contrast 38 percent don’t know how or where to find these tours and activities that will ensure they give back to the local community.
In the report by Expedia, it said that although 90 percent of consumers look for sustainable options when traveling, 70 percent feel overwhelmed by starting the process of being a more sustainable traveler. These consumers are seeking sustainability information from trusted travel resources and providers, including travel agencies, destinations, lodging providers, transportation providers and booking sites.
Adopting Sustainable Micro-Habits on Vacation
Despite existing barriers and the tightening of purse strings, it’s clear there’s a huge appetite for solutions with nearly three quarters (74 percent) of U.S. travelers confirming that traveling more sustainably is important to them. American travelers say they are converting intent into action by taking active small steps at home and when traveling to drive a more sustainable future. Encouragingly, 51 percent use reusable shopping bags, 56 percent recycle waste and 53 percent carry their own reusable water bottle—and there’s been a significant uptake in travelers adopting everyday habits on vacation in the past year, according to Booking.com:
- 42 percent turn the air conditioning off at accommodations when they aren’t there (up 19 percent from 2022)
- 61 percent re-use the same towel multiple times (up 28 percent from 2022)
- 50 percent use their own reusable water bottle (up 20 percent from 2022)
Almost three-quarters (71 percent) say they turn off the lights and appliances at accommodations when they aren’t there, while 38 percent now recycle their garbage when traveling. Even more promisingly, Americans are taking action to make conscious choices on vacation that go beyond these everyday micro-habits. When it comes to transportation, 31 percent now plan their sightseeing so that they can walk, bike or take public transport, while 37 percent travel outside of peak season in a bid to avoid overcrowding—up 8 percent and 12 percent, respectively, from 2022. There is also consensus among U.S. travelers on taking the “buy local” mantra on vacation, with 42 percent favoring small, independent stores.
Trust, Truth and the Travel Industry
Unquestionably, amid rising climate anxiety, U.S. travelers are becoming more responsible consumers, from their accommodation to their transport choices. With more than two-thirds (68 percent) wanting to leave the places they visit better than when they arrived, Americans are increasingly adopting a regenerative approach to travel and searching for vacations with maximum positive impact, while seeking credible assurance when booking across the entire travel experience. For example, travelers can easily filter their rental car search results to find fully electric and hybrid cars across 110 countries for their next trip or choose from over 500,000 more sustainable options for their next stay, no matter the accommodation type. More than half (56 percent) would feel better about staying in a particular accommodation if they knew it had a sustainable certification or label, while 53 percent want to filter their options for those with a sustainable certification next time they book.
In response, the travel industry must adapt to meet the changing expectations of these more conscious consumers, to accommodate the over one-fourth (26 percent) always on the lookout for brands that promote sustainability, as well as the 66 percent who are interested in learning more about why specific options are recognized as more sustainable, such as eco-friendly LED lighting and water-efficient toilets for a more sustainable stay. That said, with nearly half (44 percent) of U.S. travelers today not trusting that the sustainable travel options labeled are truly more sustainable, there are huge strides for the travel industry to make in gaining the trust of consumers.
Source: Booking.com
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