Booking.com, a leading online travel platform, recently released its eighth annual Sustainable Travel Report. The report, based on insights gathered from over 33,000 travelers across 35 countries and territories, sheds light on the dilemma faced by travelers in 2023 when it comes to making sustainable travel choices in the face of economic uncertainty.
The Economic and Climate Crisis
In the past 12 months, economic uncertainties, such as the cost of living crisis, and the climate crisis have dominated people’s concerns. Travelers are torn between the need for sustainability and the need to save money, with sustainability taking a backseat when faced with financial worries and energy crises.
- 80% of travelers consider sustainable travel important.
- 49% believe that sustainable travel options are too expensive.
- 43% are willing to pay more for sustainable travel options.
Seeking Incentives
To combat the financial barriers to sustainable travel, travelers are demanding economic incentives and rewards for choosing eco-friendly options.
- 49% of travelers want discounts and economic incentives for opting for sustainable options.
- 42% would be encouraged to travel sustainably if they received reward points that could be used for extra perks or discounts through online travel booking sites.
Breaking Through Barriers
Cost is not the only perceived hurdle to sustainable travel. Limited data and a lack of sustainable options contribute to the challenges faced by travelers.
- 74% of travelers want travel companies to offer more sustainable travel choices (up from 66% in 2022).
- 51% believe there are not enough sustainable travel options.
- 44% of travelers are unaware of where to find more sustainable options.
The Responsible Traveler
Despite the barriers, there is a strong desire among travelers to make more sustainable choices.
- 59% of travelers are more determined to make sustainable choices compared to a year ago
Travelers are taking active steps to drive a more sustainable future, both at home and while traveling. Sustainable Steps taken on Vacation:
- 67% turned off the air conditioning at accommodations when not in use.
- 60% reused the same towel multiple times.
- 55% used their own reusable water bottle.
- 77% turned off lights and appliances at accommodations when not in use.
- 45% recycled their garbage while traveling.
- 40% opted out of daily room cleaning.
The Rise of Regenerative Travel
- 69% of travelers want their spending to benefit the local community.
- Travelers prioritize protecting the natural environment, preserving wildlife and natural habitats, and boosting the local economy as more sustainable forms of travel.
Amid climate anxiety, travelers are embracing a regenerative approach to travel, seeking vacations that have a positive impact.
Trust, Truth, and the Travel Industry
Travelers now seek credible assurance when booking their travel experiences.
- 65% would prefer accommodations with sustainable certifications or labels.
- 59% want to filter their options to include those with sustainable certifications.
- 69% are interested in learning why specific options are recognized as more sustainable.
Sustainable Travel Report 2023: Summary
Booking.com’s Sustainable Travel Report 2023 highlights the dilemma faced by travelers in making sustainable choices amid economic uncertainty. While 80% consider sustainable travel important, 49% find sustainable options too expensive. Travelers seek incentives like discounts and reward points for eco-friendly choices. Barriers include limited data and a lack of sustainable options. Despite this, 59% are more determined to make sustainable choices. Steps taken include conserving resources and supporting local communities