At a time of general global uncertainty, traveling more sustainably continues to be front of mind for travelers, with three-quarters (74%) believing people need to act now and make more sustainable choices to save the planet for future generations.
NB: This is an article from Booking.com
The news continues to be a key influence driver for 53%, who say the recent climate change news agenda has encouraged them to be more sustainable, and yet it also speaks to a quandary facing people when it comes to being more mindful about when, where and how they travel.
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While nearly half (49%) think the environment will get worse in the next six months, 64% 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 in an unsteady global climate
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. Over three quarters (76%) of 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 travelers 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 49% believing more sustainable travel options are too expensive (up 11% from Booking.com’s 2022 data).
For these respondents, sustainability and travel combined can seem non-urgent when they are worried about affording bills and the energy crisis. On the flip side, with travel well and truly back for others and a more urgent focus on conscious choices, 43% of today’s travelers would be willing to pay more for travel options with a sustainable certification, dialing up their spend to feel reassured they are driving impact.
As an increasing number of travelers feel the pinch, they are seeking more sustainable travel options rich in rewards, highlighting the perceived trade-off between making conscious choices and saving money and the need for incentivization. Nearly half (49%) want discounts and economic incentives in order to opt for eco-friendly options (up 12% from 2022) while 42% 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.