Global Travellers Show Tremendous Interest in Sustainability, But Only Half Take Bold Action, Reveals Trip.com Group

Trip.com Group, a prominent global travel services provider, has unveiled that while awareness around sustainable travel is on the rise, there is still a considerable gap between awareness and actual practice.

The findings are based on a survey of 9,867 respondents from 109 countries and regions, including Asia-Pacific (APAC), Europe, the Middle East and Africa (EMEA), North America (NORAM), and Latin America (LATAM).

The Disconnect Between Awareness and ActionA striking 92% of travellers express interest in sustainable travel, yet only 56.9% have actively pursued it. Many who haven't considered it cited confusion about what sustainable travel truly means, while others questioned the authenticity of available sustainable products and initiatives. This points to a clear need for better consumer education and clearer communication from travel providers.

When it comes to cost, 1 in 5 travellers (21%) are willing to pay up to 5% extra for sustainable travel, but willingness decreases as costs rise. Only 4.7% are open to paying an additional 10-20%, and a mere 1.7% are willing to exceed that. The report also reveals regional differences: APAC travellers are more inclined to pay a premium for sustainable options, although a notable 32.3% in the region avoid paying extra altogether.

Increasing Demand for Sustainable Travel InformationWhile not all travellers consistently practise sustainable travel, there is a growing interest in eco-friendly options during trip planning. Over half of respondents (54.7%) now actively seek sustainable choices when booking online. These expectations extend to online travel agents (OTAs), with further insights showing that:

APAC and LATAM travellers, in particular, are calling for transparency, with 80% and 83.6%, respectively, expecting OTAs to label sustainable options. Access to sustainability-related information has rapidly become an essential consumer right, reinforcing the demand for more responsible travel choices.