Almost half of people are more likely to book with a company that prioritises sustainability, according to a poll by Audley Travel.
A similar proportion of the 3,369 people surveyed said that they wanted to know more about how to travel sustainably.
Almost a third (32%) are willing to pay more to incorporate sustainable options in their travel plans, the results of the study conducted by the tailor-made operator found.
Looking at 2023 travel plans, the research revealed that 35% of respondents expect to upgrade from their usual travel comfort level.
Meanwhile, 41% plan to spend more than usual on travel and the same number saying they aim to travel more than normal.
The poll was conducted in December 2022 with respondents including people who have travelled, booked or enquired about trips with Audley as well as those who had expressed an interest in information from the operator.