Amid the rising impact of climate change, more holidaymakers are considering sustainable options for deciding when, where and how to travel, according to findings from Trip.com’s Sustainable Travel Consumer Report.
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The survey of 8,777 respondents, from 29 countries across four global regions, found that 37.2% of travellers would consider destinations with a lower risk of weather disruptions. This comes after Europe experienced a summer that was the “worst on record”, according to a separate report.
Trip.com also found that 75.4% of respondents highlighted sustainability as “important when making travel decisions”, while 56.8% intentionally choose more sustainable travel options.
“Every journey depends on the world around it: the places we discover, the nature we enjoy and the communities that make each destination unique,” said Jane Sun, CEO of Trip.com Group. “For travel to thrive for generations to come, that world must thrive too.
“Sustainability is becoming an important part of what travellers value. It is not just a responsibility, but a way to experience more – from exploring nature and taking scenic rail journeys to discovering less-visited destinations.”
Among younger travellers, there is a particular interest in experience-led options, like rail journeys, outdoor activities and hotels with strong sustainability practices. Their older counterparts, however, are more interested in travelling to places with less crowds and going outside of peak seasons.
According to the report, younger travellers show “stronger engagement with more sustainable travel across intention, action and platform choice”. For Gen Z respondents, 44.3% agreed sustainability is "very important" when making travel decisions, compared to just 23% among Boomers.
Sustainable travel choices
Price remains a large consideration and perceived barrier, with 32.9% of travellers willing to pay just an additional 1%-5% for sustainable travel. However, nearly six in 10 Gen Z and Millennials are willing to pay a premium for a more sustainable travel experience.
“This suggests that price sensitivity does not necessarily translate into an unwillingness to spend more on more sustainable travel experience,” the report said.
The survey also found that exploring nature and outdoor destinations was the top sustainable travel choice thought to enhance experiences, cited by 41.6% of respondents.
This was followed by scenic rail journeys (34.1%), visiting lesser-known destinations with fewer crowds (32.7%), staying in hotels with strong sustainability practices (31.9%), and travelling during off-season (29.6%).
Extreme weather and destination appeal
Extreme weather has prompted changes to travel plans, as 29.9% of respondents have delayed or rescheduled a trip, while 23.6% changed the season or timing of travel. Further, 21.9% felt the need to change the destination.
When it comes to a destination’s appeal, 56% are attracted to good public transport or lower-carbon mobility options and 50.6% are attracted to destinations that protect natural and cultural heritage. In contrast, 37.2% of travellers would opt to travel to a place with a lower risk of weather disruptions.