Cost and quality are the two most dominant factors that play a key role in determining consumers’ choice of particular tourism product. This was one of the key findings of the World Travel & Tourism Council (WTTC), in partnership with YouGov, which unveiled a pivotal report titled Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers. Based on a survey of over 10,000 respondents, the report highlights the gap between travellers’ interest in sustainability and their actual purchasing decisions.

Further, aiming to strengthen the understanding of consumer behaviour in the travel sector, it categorises travellers into six segments, which include eco-conscious “Hopeful Worriers” and disengaged “Climate Change Agnostics’’.

According to WTTC, cost and quality are the primary factors that influence travel decisions. Sustainability is a priority for a smaller proportion of travellers, with more than 50 pc of travellers prioritising cost when planning trips and approximately 30 pc focusing on quality. Sustainability, however, is a primary consideration for only 7 pc to 11 pc of respondents, even among environmentally aware groups.

The press statement also reveals, that around 10 pc of participants reported no exposure to sustainability messaging across media, social platforms, or community initiatives, thus further widening the gap between intention and action.

Julia Simpson

“Travellers care about sustainability, but when buying travel, cost and quality are king. Customers expect businesses to create affordable sustainable options. Many WTTC companies inspire change – whether it is regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values,” says Julia Simpson, President and CEO, WTTC.

Hence, to bridge the gap between sustainable options and consumer behaviour, the report provides seven actionable recommendations for the travel industry. WTTC suggests that the economic and personal benefits of eco-friendly options should be further emphasised. At the same time, these choices should be more accessible and convenient for travellers. A tiered reward program should be introduced to incentivise environmentally conscious behaviour and encourage greater participation. Additionally, the WTTC highlights the importance of collaboration between businesses and governments on sustainability initiatives to drive collective impact.

Further, the press statement also notes, that tailored marketing strategies should align with the values of diverse consumer segments to ensure messages resonate effectively.

Moreover, by removing unsustainable options and making eco-friendly choices the default, decision-making for consumers will be simplified. Strengthening sustainability messaging is crucial to building trust, increasing awareness, and fostering broader commitment to responsible travel, notes WTTC report.

Meanwhile, many travel and tourism companies are actively adopting sustainable practices and communicating them to consumers. For example, Intrepid Travel highlights the carbon impact of its trip itineraries and automatically offsets emissions. Iberostar leverages AI to minimise food waste in its hotels and focuses on sustainable fish stocks. Hilton has installed EV charging points in over 1,800 hotels, with nearly one-third of its properties in the EMEA region operating on 100 pc renewable energy.

By equipping businesses with the tools and insights needed to thrive in a rapidly changing world, WTTC urges all travel and tourism business leaders to leverage this report to inspire innovation and chart a sustainable path forward.

“By closing the say-do gap, we not only protect the planet but ensure more rewarding experiences for customers and a brighter and more resilient future for our planet,” adds Simpson.