“Sustainability is top of travellers' agenda”: WTTC report

More consumers have an appetite for sustainable travel options, according to a new report released by the World Travel & Tourism Council (WTTC), the Trip.com Group and Deloitte.

The study, which analyzes the changing nature of travellers' behaviour and preferences, shows that sustainability is a key element of the travel agenda, with 69% of travellers eager to reduce their carbon footprint and support sustainable initiatives.

According to a survey included in the report, three quarters of travellers are considering travelling more sustainably in the future and nearly 60% have chosen more sustainable travel options in the last couple of years.

Another survey also found that around three quarters of high-end travellers are willing to pay extra to make their trips more sustainable.

Last year, following more than two years of travel disruption, travellers made clear their wanderlust is very much alive, with a 109% increase of international overnight arrivals, compared to 2021, the WTTC says.

According to this new report, last year’s consumers were willing to stretch their budget for their holiday plans, with 86% of travellers planning on spending the same amount or more on international travel than in 20193, with U.S. tourists leading the list as big spenders.

Spending more in 2023

But 2023 is looking even better in terms of travellers' spend. 

Despite concerns about inflation and the cost-of-living crisis around the world, nearly a third (31%) of travellers said they intend to spend more on international travel this year than in 2022.

Additionally, according to Deloitte's “Global State of the Consumer Tracker,” last year more than half (53%) of global consumers surveyed during the summer said they plan to stay in a hotel over the following three months.

"The demand for travel is now stronger than ever and our report shows that this year we will see a significant bounce back. 2023 is set to be a very strong year for travel and tourism,” stated Julia Simpson, WTTC President and CEO. "Sustainability is top of travellers' agenda, and consumers highlight the value they put on protecting nature and travelling responsibly."

Jane Sun, Trip.com Group’s CEO, added that travel and tourism is a “powerful force in driving the global economy, creating jobs, stimulating economic growth, and lifting communities out of poverty."

"The Asia-Pacific Region, with its rapidly growing middle-class and dynamic economies, is well-positioned to capitalise on the growth of the industry and take its place as a leader in the global tourism economy,” Sun stated.

"I'm optimistic about the positive momentum for the global resumption and growth of travel in 2023, primarily driven by mainland Chinese consumers, which will help accelerate worldwide recovery and development."

Not slowing down

Scott Rosenberger, Deloitte’s global transportation, hospitality and services sector leader, said that travel is rebounding while innovating and meeting the demands of modern alternative travel-types, sustainable travel, luxury travel, and much more.

"Even the rise in inflation-driven financial concerns is not slowing the pace; incredibly travel is being prioritized and flexible/remote work arrangements are creating new opportunities. We are actively engaging with our clients as they embrace these new trends and create memorable experiences for consumers,” Rosenberger said.

Other findings

Other findings revealed in the report include:

• 2022 sun and sea package holiday sales are estimated to be up 75% compared to the previous year.
• Last year during the summer, international arrivals in European sun and beach destinations were just 15% below 2019 levels.
• According to WTTC's recent 'Cities Economic Impact Research', in 2022 visits to major cities are expected to see a 58% year-on-year increase, less than 14% below 2019 levels.
• Saales of luxury hotelre s expected to reach $92 billion by 2025 (compared to $76 billion in 2019)5
• In a survey, nearly 60% of travellers said they were either already paying to offset their carbon emissions or considering it if the price was right.

 To read the report in full, click here. 

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