For all the talk, consumers are more concerned with the cost of travel than sustainability, confirms a report from the World Travel & Tourism Council (WTTC). Moreover, the study explores the “critical gap” between what travellers say about sustainability and the choices they ultimately make.
The ‘Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers’ report was developed by WTTC in partnership with YouGov and notably states that a high percentage of consumers say they support sustainable travel, but don’t base their actual travel choices on it.
According to the data, cost and quality remain the dominant priorities for travellers, outweighing sustainability considerations. Across all consumer segments, more than 50% say cost is the most important factor influencing purchasing decisions, while around 30% prioritize quality.
In stark contrast, sustainability is a primary factor for only a small minority, ranging from 7% to 11%, even among the most environmentally conscious groups.
A lack of visibility also remains a significant barrier to progress. Over 10% of respondents reported no exposure to sustainability messaging or information through any channel, including mainstream media, social platforms, or community-driven initiatives.
“Travellers care about sustainability but when buying travel, cost and quality are king,” said WTTC President & CEO Julia Simpson.
Though she added, “Customers expect businesses to create affordable sustainable options… whether that is regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values.”
To that end, the WTTC’s report aims to provide actionable guidance to Travel & Tourism businesses on how they can address this say-do disconnect by offering solutions that make sustainable travel both more accessible and more attractive, ultimately balancing economic growth and environmental responsibility.
Six segments
Drawing on a survey of more than 10,000 respondents, the study categorized travellers into six consumer segments, ranging from the eco-conscious “Hopeful Worriers” to the disengaged “Climate Change Agnostics.” Each group comes with unique behaviours, priorities, and barriers to selecting sustainable choices.
Understanding these diverse perspectives is essential for businesses to craft effective sustainability strategies that resonate with their audience and drive real impact, says the WTTC.
Business recommendations
WTTC’s report offers seven key recommendations to help the industry bridge this divide, calling on businesses to lead by example, partnering where possible with other businesses and governments on sustainability initiatives.
To drive real change, the report recommends highlighting the economic and personal benefits of sustainable travel, ensuring eco-friendly options are simple and convenient for consumers, and introducing tiered reward programs to motivate action at all levels.
Tailored marketing that speaks directly to the values and needs of individual consumers has been shown to significantly increase engagement across different segments. Designing out unsustainable options to make sustainability the default choice can facilitate the decision-making process and improve the overall experience.
Many Travel & Tourism companies do actively adopt sustainable practices and communicating them to consumers, says the WTTC, pointing to Intrepid Travel as an example, which prominently labels trip itineraries with their carbon impact and offsets emissions automatically.
And Iberostar leverages AI technology to reduce food waste in its hotels and prioritizes underutilized fish stocks.
Meanwhile, Hilton has equipped over 1,800 hotels with EV charging points, with nearly a third of its EMEA properties powered entirely by renewable energy.
As climate action becomes an imperative rather than an option, the WTTC is urging all Travel & Tourism business leaders to inspire innovation and chart a sustainable path forward.
“By closing the say-do gap,” concluded Simpson, “we not only protect the planet but ensure more rewarding experiences for customers and a brighter and more resilient future for our planet.”
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