No longer simply a concern of backpackers, sustainability for luxury travellers increasingly is becoming a top priority that influences their choices and reshapes the way they explore the planet, says a survey of Virtuoso clients conducted in March. That includes choosing travel companies with strong sustainability policies and seeking guidance from professionals to help them make the right choice.
The following are key insights from the report:
Serious about sustainability
Temperatures and sea levels aren’t the only things rising. This year, 68% of travellers say that recent world events have encouraged them to travel more responsibly, compared to 55% in 2024. This increase signals a heightened awareness of global challenges, with surveyed travellers expressing concerns about extreme weather, natural disasters, geopolitical instability, overtourism and changes in environmental policies.
Alongside these issues, there is a broader desire to safeguard both the planet and its people. These global citizens are also recognizing the long-term benefits and personal fulfillment that sustainability brings to their journeys: 62% agreed that traveling sustainably enhances their vacation experience, up from 44% last year.
Intention into impact
More mindful of their environmental footprint, 42% of consumers consider it “very important” to choose travel companies with strong sustainability policies, a 15-point jump from 2024. Meanwhile, fewer travellers require more information on the topic beforehand, suggesting they are better informed than ever before.
When asked what actions they would potentially take to curb overtourism, 32% said they are willing to travel to alternative, less explored destinations, 26% would visit a popular destination during an off-peak season and 5% would pay more to access a popular destination.
While interest in visiting popular destinations during off-peak times fell from 47% in 2024, the percentage of travellers willing to adopt all three strategies more than doubled (from 13 to 30%). This shift indicates a firmer commitment to tackling overtourism and a growing preference for lesser-known locales.
The power of a pro
Travellers value transparency, particularly when it comes to ensuring that their spending benefits the communities and destinations they visit. While 59% remain willing to spend more on responsible travel ‘if’ they know how the funds are used, the percentage of those ‘always’ willing to pay a higher amount has risen from 4 to 13%.
The demand for professional guidance in making informed decisions about sustainability is also on the rise. 25% say they are more likely to travel responsibly if they have help from a reliable expert, such as a professional travel advisor, compared to just 16% last year.
Additionally, 61% now feel connected to all three of Virtuoso’s sustainability pillars – protecting the planet, supporting local economies and celebrating cultures. This is a noticeable increase from 47% in 2024 and demonstrates the need for a well-rounded approach to sustainable travel planning, with the trusted guidance of advisors playing a key role.
“Through deliberate action, mindful spending and a desire to make a difference, luxury travellers are looking to take a more active role in ensuring they travel responsibly,” said Virtuoso’s VP of Sustainability Javier Arredondo. “Sustainable travel has been viewed as either something observed by backpackers or, on the other end of the spectrum, an exclusive choice for a select few. We’re now seeing sustainable tourism as an accessible option for travellers who recognize that doing good and travelling well are not mutually exclusive.”
Here are full results of the survey:
Have recent global developments encouraged you to travel more responsibly?
68% Yes.
32% No.
Which of Virtuoso’s three pillars of sustainable travel do you feel most connected to?
15% Travel should support local communities and economies.
13% Travel should preserve a destination’s cultural heritage.
2% Travel should protect the planet.
61% All of the above.
9% None of the above.
Are you willing to increase your spend per trip to travel more responsibly?
59% Yes, if I know how the funds are being used.
28% No.
13% Yes, always.
When making vacation plans, do you feel it’s important to choose a hotel, cruise line or travel company that has a strong sustainability policy?
42% Yes, it’s very important.
26% No, it hasn’t factored into my decision making.
23% It’s somewhat important.
9% I need more education on the topic first.
What would you be willing to do to help curb overtourism?
32% I’d be OK traveling to an alternative, less-touristed destination.
26% I’d visit a popular destination during an off-peak time of year.
5% I’d pay more to access a popular destination.
30% All of the above.
7% None of the above.
I believe that traveling sustainably enhances my vacation experience.
62% Agree
26% Disagree
12% I don’t know.
Which factor could potentially help you travel more sustainably?
25% Guidance from a trusted source in making informed choices
23% Not having it cost significantly more
18% Knowing how my contribution as a sustainable traveller contributes to a greater good
17% Understanding my options
9% Having confidence in knowing it won’t diminish my overall experience
Virtuoso will host its inaugural Impact Summit, from June 2-5 at The Fairmont Chateau Lake Louise in Lake Louise, Atla, bringing together the network’s most engaged members and partners devoted to responsible tourism.
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