MADRID — The World Travel & Tourism Council (WTTC) has released a new report investigating the discrepancy between travellers’ sustainability aspirations and actual behaviour.
The report, Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers, was crafted in collaboration with YouGov. It provides practical advice to travel and tourism businesses aiming to bridge this divide by proposing solutions that make sustainable travel more feasible and appealing, thereby striking a balance between economic development and environmental responsibility.
Drawing from a survey of more than 10,000 respondents, the study divided travellers into six distinct categories, from environmentally aware “Hopeful Worriers” to the uninvolved “Climate Change Agnostics.” Each category exhibits unique behaviours, priorities, and obstacles when choosing sustainable options. Understanding these varied perspectives is key for businesses to devise effective sustainability strategies that resonate with their audience and have a genuine impact.
The report revealed that cost and quality are the primary concerns for travellers, superseding sustainability factors. More than half of all the consumer segments stated that cost was the foremost factor influencing their purchasing decisions, while approximately 30 per cent prioritized quality. Conversely, sustainability was a main factor for only a small minority, varying from 11 per cent to seven per cent, even among the most eco-conscious groups.
Another significant barrier was the visibility of sustainability initiatives. More than 10 per cent of those surveyed reported no exposure to sustainability messages or information through any channel, including mainstream media, social media, or community-driven initiatives.
“Customers expect businesses to create affordable, sustainable options,” says Julia Simpson, WTTC president & CEO. She emphasized that many WTTC companies are inspiring change through various initiatives, such as reducing food waste and re-growing coral reefs. She further asserted that customers are likelier to interact with brands that espouse strong values.
To bridge the identified divide, the report suggests seven key strategies, including leading by example and, where possible, partnering with other companies and governments on sustainability initiatives. It also recommends highlighting sustainable travel’s economic and personal benefits, ensuring eco-friendly options are easy and convenient for consumers, and introducing tiered reward programs to motivate action at all levels. Tailored marketing that directly addresses consumer values and needs has significantly increased engagement across different segments.
The report also showcases several travel and tourism companies successfully implementing sustainable practices. For instance, Intrepid Travel labels trip itineraries with their carbon impact and automatically offsets emissions, while Iberostar uses AI technology to decrease food waste in its hotels. Hilton has installed EV charging points in more than 1,800 of its hotels, with nearly a third of its EMEA properties powered entirely by renewable energy.