Travelers prioritize eco-friendly options, yet affordability remains the dominant concern, according to a WTTC report.
The World Travel & Tourism Council (WTTC) has unveiled a new report titled "Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers." The report, developed in collaboration with WTTC knowledge partner YouGov, aims to help travel and tourism businesses align travelers' stated interest in sustainability with their actual behaviour.
The report outlines seven key recommendations for travel and tourism businesses to bridge the "say-do" gap. These recommendations are designed to make sustainable travel more intuitive, rewarding, and transparent.
1. **Enhance Transparency and Communication:** Clearly communicate the sustainability credentials of travel products and services to help travelers make informed choices.
2. **Simplify Sustainable Choices:** Make sustainable options more visible, accessible, and easier to choose than less sustainable alternatives.
3. **Offer Incentives:** Use rewards or discounts to encourage travelers to opt for sustainable transport, accommodation, and activities.
4. **Educate and Engage Travelers:** Provide education on the environmental and social impact of travel choices to increase awareness and motivation.
5. **Collaborate Across the Industry:** Work with other stakeholders (public and private sectors) to create unified sustainable travel standards and policies.
6. **Leverage Technology:** Implement digital tools to track, report, and promote greener travel behaviors and to personalize sustainable travel options.
7. **Measure and Report Progress:** Regularly monitor and publicly report on sustainability performance to build trust and accountability.
The report comes as sustainability remains a primary factor for only a small minority of travellers, ranging from 11% to 7%, even among the most environmentally conscious groups. Julia Simpson, WTTC President & CEO, stated that travellers care about sustainability but prioritize cost and quality when buying travel.
WTTC Member, Trip.com, conducted a separate study titled "The Sustainable Travel Consumer Report 2024," which supports the WTTC's findings. Trip.com's report emphasizes the importance of making sustainability hassle-free and affordable for consumers, encouraging more sustainable action.
The recommendations include leading by example, partnering with other businesses and governments on sustainability initiatives, and highlighting the economic and personal benefits of sustainable travel. Understanding these diverse perspectives is essential for businesses to craft effective sustainability strategies.
The report explores the disconnect between what travellers say about sustainability and the choices they ultimately make. Across all consumer segments, more than 50% say cost is the most important factor influencing purchasing decisions, while around 30% prioritize quality. A lack of visibility also remains a significant barrier to progress, with over 10% of respondents reporting no exposure to sustainability messaging or information.
Designing out unsustainable options and making sustainability the default choice can facilitate decision-making and improve the overall experience. The WTTC report equips businesses with the tools and insights they need to thrive in a rapidly changing world as climate action becomes an imperative.
Simpson also noted that customers expect businesses to create affordable sustainable options and engage with brands that have strong values. Iberostar uses AI technology to reduce food waste in its hotels and prioritizes underutilized fish stocks, setting an example for the industry. Hilton has equipped over 1,800 hotels with EV charging points, and nearly a third of its EMEA properties are powered entirely by renewable energy, further demonstrating the industry's commitment to sustainability.
WTTC urges all travel and tourism business leaders to leverage this report to inspire innovation and chart a sustainable path forward. By following these recommendations, businesses can bridge the "say-do" gap, ensuring a more sustainable future for the travel and tourism industry.
- To align customer preferences with actions, finance can be utilized to offer incentives for sustainable choices in lifestyle, such as eco-friendly home-and-garden products or sustainable-living practices.
- In the realm of business and career-development, had the report explored the economic benefits of sustainable practices, it could have encouraged more stakeholders to adopt such strategies.
- Education-and-self-development platforms could help educate individuals about the importance of sustainable living, fostering personal-growth and fostering motivation for more sustainable choices.
- Technology can play a significant role in the travel and tourism industry, making sustainability transparent, intuitive, and accessible, thereby bridging the "say-do" gap for consumers.
