The World Travel & Tourism Council today released a new report highlighting the significant gap between travelers’ desire for sustainable options and their actual behavior
Jan 28, 2025
The report, Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers, was produced in collaboration with WTTC knowledge partner YouGov. The report explores the gap between what travelers say about sustainability and the choices they ultimately make.
Key takeaways
- According to the data, cost and quality remain the dominant priorities for travelers, outweighing sustainability considerations. Across all consumer segments, more than 50% say cost is the most important factor influencing their purchase decision, while around 30% prioritize quality;
- In stark contrast, sustainability is a primary factor for only a small minority, ranging from 11% to 7%, even among the most environmentally conscious groups;
- Lack of visibility also remains a significant barrier to progress. More than 10% of respondents say they are not exposed to sustainability messages or information through any channel, including mainstream media, social platforms or community-driven initiatives.
Get the full story at The World Travel & Tourism Council
