Consumers increasingly favour sustainable travel, but only seven to 11 per cent say sustainability influences their purchase decisions. Fifty per cent say cost is still the most important factor and 30 per cent prioritise quality. Here’s where travel advisors can create better experiences for clients and the planet.
The latest World Travel & Tourism Council (WTTC) and YouGov report examined the consumer ‘say-do’ gap between words and action around sustainable travel.
It found a lack of visibility around sustainable travel in the market as more than 10 per cent of over 10,000 survey respondents reported zero exposure to sustainability messaging via any channel, including mainstream media, social platforms or community-driven initiatives.
This highlights the opportunity for travel advisors to offer solutions that make sustainable travel more accessible and attractive to clients.

The report offers seven key recommendations that advisors can use to drive change.
These include highlighting sustainable travel’s economic and personal benefits, ensuring eco-friendly options are simple and convenient for travellers, making sustainability the default choice and introducing tiered reward programs.


Tailored marketing targeted at individual travellers’ values and needs is another effective tool that’s been found to increase engagement across all segments.
The WTTC report also spotlighted travel companies with sustainable practices and are effectively communicating these to travellers.


Examples that assist advisors with consumer choices include labelling carbon impacts and offsets emissions on itineraries (see certified B Corps Intrepid Travel and Explore Worldwide) and Hilton equipping more than 1,800 hotels with EV charging points.
Intrepid Travel also launched a dedicated sustainability guide for agents last year.


WTTC President & CEO Julia Simpson said: “Travellers care about sustainability but when buying travel, cost and quality are king. Customers expect businesses to create affordable sustainable options.”
“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.”
Read the full report here.