Cost and quality remain the dominant priorities for travellers, outweighing sustainability considerations, according to the latest report by the WTTC.
In a survey of more than 10,000 respondents, more than 50 per cent said cost was the most important factor influencing purchasing decisions, while around 30 per cent prioritised quality.
Only a small minority (from seven to 11 per cent) said sustainability was a primary factor. More than 10 per cent of respondents indicated they had no exposure to sustainability messaging or information.
Julia Simpson, WTTC president and CEO, said: “Travellers care about sustainability but when buying travel, cost and quality are king. Customers expect businesses to create affordable sustainable options. But many WTTC companies inspire change – whether that is regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values.”
The report – Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers – explored the disconnect between what travellers say about sustainability and the choices they ultimately make.
It offers seven recommendations to help the industry bridge this divide, calling on businesses to lead by example, and partnering with other businesses and governments on sustainability initiatives.
They include highlighting the economic and personal benefits of sustainable travel, ensuring eco-friendly options are simple and convenient for consumers, and introducing tiered reward programmes to motivate action at all levels.
Tailored marketing that connects to the values and needs of individual consumers has been shown to significantly increase engagement across different segments, while making sustainability the default choice can facilitate consumers’ decision-making process and improve the overall experience.
