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Virtuoso survey says cost is no barrier for sustainable luxury experiences

A whopping 75 per cent of affluent travellers will pay more to travel responsibly, according to a new sustainability survey by luxury travel agency network Virtuoso, however, transparency into sustainable practices is paramount.

A whopping 75 per cent of affluent travellers will pay more to travel responsibly, according to a new sustainability survey by luxury travel agency network Virtuoso, however, transparency into sustainable practices is paramount.

Virtuoso vice-chair and sustainability strategist Jessica Hall Upchurch said: “The pandemic has taken sustainable travel from afterthought to forethought for travellers who are now searching for more meaning in their lives, their actions and ultimately, with their spend,” she said.

“Travellers want to know that they, and their money, are making a difference.”

The survey found that land-based cultural tours, cruising, heritage sites, African safaris and island destinations are the activities and locations that travellers associate with sustainable travel.

Travellers also highlighted a desire for deeper knowledge and assistance to make informed decisions about sustainable travel.

More than 80 per cent of survey respondents indicated that the pandemic made them want to travel more responsibly in the future and 40 per cent would be encouraged to do so with help from a trusted source, such as a professional travel advisor.

Karry On - Virtuoso Travel Trends
Penguins in Antarctica.

Some of the ways that travellers said they demonstrate sustainable tourism practices include contributing to wildlife conservation, travelling during the off-season or to lesser-known destinations and supporting travel companies with a strong sustainability policy.

Virtuoso has a three-pillar approach to responsible travel: protecting the planet, supporting local economies and celebrating cultures; and offers training and professional development for its affiliated travel advisors as part of its commitment to sustainability.

To find out more, visit virtuoso.com