Travellers want to book sustainable travel experiences, but most struggle when it comes to selecting an impactful experience that they understand, according to new research from Expedia Group Media Solutions.
In a recently-released Sustainable Travel study, Expedia found that although 90 per cent of consumers look for sustainable options when booking, 70 per cent feel overwhelmed with navigating options and making the best choices to be a more sustainable traveller.
The study also found that nearly 70 per cent of consumers are willing to sacrifice some element of convenience in order to travel more sustainably.
Nearly three in four travellers would choose a destination, lodging, or transportation option that supports the local community and culture, even if it was more expensive.
Additionally, half of travellers want to see more sustainability information from destinations, tourism boards, or visitor resource groups.
Recommendations for locally owned businesses and restaurants and transportation options that have lower environmental impact is the leading type of sustainable travel information consumers want to see when planning a trip, the study found.
The takeaway, here, is that travel brands should make sustainable travel information easier to understand and show the value and impact of responsible travel choices, Expedia says.
“Travellers want to know that travel brands are committed to sustainability, not just checking a box,” the company said.
Conducted in partnership with Wakefield Research, Expedia's study included an online survey of 11,000 adults ages 18+ in 11 global markets – Australia, Brazil, Canada, China, France, Germany, India, Japan, Mexico, the UK, and U.S. – fielded between Feb. 11 and March 6, 2022.
Expedia joins two initiatives
The insights come as Expedia Group joins two initiatives focused on accelerating a more environmentally responsible tourism industry.
Expedia Group has joined the Travalyst Coalition in support of its mission to empower travellers with better information and encourage travel providers to improve the sustainability of their offerings.
Expedia has also become a signatory of the Glasgow Declaration for Climate Action in Tourism, committing to deliver plans aligned with the pathways to support cutting emissions in half over the next decade and reach Net Zero emissions as soon as possible before 2050.
“As Expedia Group moves our sustainability strategy forward, we are committed to taking action to address climate change and working across our industry and with a range of partners to shape a more sustainable travel and tourism sector,” said Aditi Mohapatra, vice-president of Global Social Impact and Sustainability, Expedia Group. “Travellers are looking for ways to minimize their environmental footprint while traveling, and to make a positive impact on the destinations and communities they visit. And they are increasingly turning to our platform for inspiration and guidance to inform their decisions.”
You can download Expedia's full Sustainable Travel study here.