Price and quality remain the dominant priorities for travellers, outweighing sustainability considerations, new research shows.
More than half of all consumers say cost is the most important factor influencing purchasing decisions, while around 30% prioritise quality.
Sustainability is a primary factor for only a small minority, ranging from 11% to 7%, even among the most environmentally conscious groups, according to the World Travel & Tourism Council which conducted the survey of more than 10,000 respondents.
“A lack of visibility also remains a significant barrier to progress,” the WTTC said.
“Over 10% of respondents reported no exposure to sustainability messaging or information through any channel, including mainstream media, social platforms, or community-driven initiatives.”
WTTC president and chief executive Julia Simpson said: “Travellers care about sustainability but when buying travel, cost and quality are king.
“Customers expect businesses to create affordable sustainable options. But many WTTC companies inspire change – whether that is regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values.
“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.”
The report recommends highlighting the economic and personal benefits of sustainable travel, ensuring eco-friendly options are simple and convenient for consumers, and introducing tiered reward programmes to motivate action at all levels.
“Tailored marketing that speaks directly to the values and needs of individual consumers has been shown to significantly increase engagement across different segments,” the WTTC said.
“Designing out unsustainable options to make sustainability the default choice can facilitate the decision-making process and improve the overall experience.”