Consumers in favour of sustainable travel but cost is king
🌍 The World Travel & Tourism Council (WTTC) released a report on Jan 28, 2025, indicating a discrepancy between travelers' stated sustainability preferences and their actual choices. Over 50% of travelers prioritize cost and ~30% quality over sustainability, with only 11%-7% considering it a primary factor. Additionally, over 10% report no exposure to sustainability messaging. The report, in collaboration with YouGov, emphasizes this 'Say-Do Gap' in sustainable travel behavior.
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