Trip.com Group’s Sustainable Travel Consumer Report 2024 reveals a gap between sustainability awareness and behavior among travelers around the world, and calls for clearer consumer education and services. The need for this is emphasized.
SHANGHAI – Trip.com Group, the world’s leading travel service provider, has revealed that while sustainability awareness is increasing among travelers, there is still a gap between awareness and action. This is one of the key insights from the Sustainable Travel Consumer Report 2024. The report is based on a sample of 9,867 studies from 109 countries and territories, including Asia Pacific (APAC), Europe, the Middle East and Africa (EMEA), and North America. (NORAM) and Latin America (LATAM). We also explore regional differences in Gen Z’s travel preferences, motivations, and perceptions.
Gap between perception and action
An overwhelming 92% of travelers may be considering sustainable travel, but only 56.9% say they actually do it. Some who did not consider this option cited confusion about what sustainable travel entails. Some people question the credibility of sustainable products and initiatives. This highlights the need for better consumer education and more direct communication from travel companies.
A series of other factors also contribute to the gap between perception and action. Key barriers include the perception that sustainable travel is a collective effort and the perception that it does not bring additional benefits to travel.
These considerations typically reduce travelers’ desire for more expensive and sustainable options. The report reveals that opinions are divided on paying extra for sustainable travel options. While some travelers are comfortable paying a premium, many have clear limits on how much they are willing to pay. The survey results showed that 38.8% of travelers are reluctant to pay more, while 42.5% are willing to pay a premium only up to a certain limit. for example:
One in five travelers (21%) are willing to pay up to 5% more for sustainable travel. As costs increase, motivation decreases. Only 4.7% pay 10-20% more, and 1.7% pay more than 20%.
The report also highlights contrasting attitudes towards costs. APAC travelers are generally more likely to pay a premium for sustainable travel. About a third (32.3%) of them choose not to pay any additional costs.
Price sensitivity is significantly higher among NORAM, EMEA and LATAM travelers, with 53.0%, 49.4% and 47.3% respectively unwilling to pay extra for sustainable options.
Demand for sustainable travel information
Travelers don’t always practice sustainable travel. However, more and more travelers are looking for sustainable options when booking travel online. More than half (54.7%) of those surveyed now regularly seek out these options. This is consistent with the findings of the report on expectations for online travel agents (OTAs). In addition, the following findings were made:
Three in four travelers (75.83%) expect clearly labeled sustainable options when booking from an OTA More than half (53.07%) expect sustainable travel tips I prefer to watch online
According to the report, 72.4% of travelers are attracted to OTAs and providers that emphasize sustainable travel services. When informed about these choices, people express increased interest and positive emotions, thus acting as a feel-good factor.
Four in five travelers from APAC and LATAM expect OTAs to clearly display sustainable options, at 80% and 83.6% respectively. This reflects the growing demand for transparency and more sustainable options. Access to sustainability-related information is steadily becoming a fundamental consumer right in the eyes of travelers.
Diverse motivations for sustainable travel
Sustainable travel is gaining momentum around the world, but the report shows that priorities vary by region, with travelers focusing on distinct incentives depending on location.
Globally, environmental and cultural concerns are leading the way, with 47.3% of travelers prioritizing environmental protection. Travelers in APAC and LATAM are primarily driven by environmental factors. Travelers in EMEA and NORAM are taking a broader view, considering wildlife conservation, cultural heritage and economic impact.
As sustainability awareness increases, environmental concerns are no longer the only driver of sustainable travel. Travelers are now motivated by a wider range of factors, indicating a shift towards looking at sustainability more holistically.
Opinions are divided on who should lead efforts to reduce tourism’s carbon footprint. Asia Pacific travelers view this as a personal responsibility rather than a collective effort. In contrast, their EMEA, LATAM and NORAM counterparts place greater emphasis on collective action from governments, local communities and the travel industry.
Let Gen Z share responsibility
The travel industry can strategically engage with Gen Z travelers by understanding and addressing their views on sustainable travel.
Despite increased exposure to sustainability-related information, Gen Z, like other age groups, is hesitant to pay extra for sustainable options. Gen Z has a few different characteristics.
Three in four Gen Z (73.0%) consider purchasing from an OTA that offers sustainable services More than half (53.6%) say the environment is their primary motivation for sustainable travel 48.3% don’t know what qualifies as sustainable travel 31.5% don’t know what qualifies as sustainable travel Additional benefits of sustainable travel
These insights demonstrate that stronger understanding or motivation is needed to engage Gen Z in the quest to promote sustainable travel.
To act in line with this goal, OTAs can guide this generation by providing clear labeling and incentives for sustainable choices. We help travelers make sustainable decisions by bridging the gap between awareness and action.
Trip.com Group’s commitment to promoting sustainable travel
As awareness of sustainable travel grows, OTAs have a significant opportunity to bridge the gap between awareness and action. Trip.com Group continues to promote sustainability in the travel industry. The group has introduced a range of ‘low carbon travel products’ and is advocating for sustainable tourism in partnership with organizations such as GSTC, Travalyst and WWF.
Trip.com Group is committed to reducing our environmental impact across our operations and supporting the global fight against climate change. The company has joined the Science Based Target initiative (SBTi) and aims to achieve carbon neutrality by 2050. The group also aims to introduce more than 10,000 low-carbon travel products and enable 100 million travelers to consider low-carbon travel practices.
“As we enjoy the natural wonders of our planet, it is our duty and responsibility to protect these treasures and preserve them for future generations,” said Jane Sun, Trip.com Group CEO. states. “We are encouraged by the growing awareness of sustainable travel and will continue to work with and empower our stakeholders in building a sustainable future.”
Vicky is the co-founder and editor-in-chief of the TravelDailyNews Media Network. She is also responsible for day-to-day operations and financial policy. She holds a Bachelor’s degree in Tourism Business Management from the Athens University of Technology and a Master of Business Administration (MBA) from the University of Wales.
She has many years of experience in the travel industry, both academic and industry. She has written/edited numerous articles in various tourism magazines.
