Accor, Booking.com Report Finds Sustainable Traveler Motivations
🌍 Accor, Booking.com, and the University of Surrey's report, based on research, seeks to understand and motivate sustainable travel decisions. Research highlighted the efficacy of specific sustainability messaging in reducing traveler skepticism, with clear information reducing skepticism from 46% to 21%. Sustainable travel is considered important by 83% of travelers, and 67% feel inspired by responsible practices. Recommendations include highlighting sustainable practices, balancing appeals to pleasure and comfort, empowering guests, and helping maintain home-like sustainability. Data was obtained via interviews, surveys, and behavioral experiments with travelers from the US, Germany, France, and India, and utilized eye tracking and facial analysis technologies. The partnership aims to craft clear communications to engage guests in hotels' sustainability journeys.
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