The cost-of-living crisis is posing a dilemma for many travellers who are increasingly mindful about sustainable travel, according to new research from Booking.com.
A global survey of 33,000 travellers – including 1,008 from the UK – found that almost three-quarters (72%) of Brits believe people need to act now and make more sustainable choices to save the planet.
The findings are featured in Booking.com’s 2023 Sustainable Travel Research Report, which highlighted the quandary facing travellers: “While three fifths (60%) of UK travellers think the environment will get worse in the next six months, 76% believe the cost-of-living crisis will also get worse, leaving people unsure of what to prioritise as they work to reconcile what is important to them with the demands of everyday life.”
The online platform said many travellers are “stuck in the notion that they must make a choice between sustainability and spending”, with 60% of Brits believing more sustainable travel options are too expensive.
More: Consumers continue to splash out on travel despite cost-of-living crunch
“For these respondents, sustainability and travel combined can seem non-urgent when they are worried about affording bills and the energy crisis,” said Booking.com.
However, 36% of UK travellers would be willing to pay more for travel options with a sustainable certification, “dialling up their spend to feel reassured they are driving impact”.
Two-fifths (40%) of UK travellers want discounts and economic incentives in order to opt for eco-friendly options, while 33% would be encouraged to travel more sustainably with reward points for making more sustainable choices.
More than half (58%) of UK travellers believe there are not enough sustainable travel options, and just under half (46%) don’t know where to find more sustainable options.
However, the report found many UK travellers are being more eco-friendly during their trips, with 56% turning the air conditioning off when they’re not in their room and 70% reusing towels.
But the report noted the issue of trust, with almost half (47%) of UK travellers not confident that sustainable travel options labelled are truly more sustainable.
“There are huge strides for the travel industry to make in gaining the trust of consumers,” said the online booking platform.
Recent green developments from Booking.com include the option to book greener taxi rides in 95 cities and public transport ticketing choices in 47 cities.
Glenn Fogel, chief executive of Booking.com, said: “While travel may be back, rising living costs and climate anxiety has led to greater demand for more budget and planet-friendly options.
“Travel can be a force for good and travellers themselves are proving to be today’s changemakers, adopting more sustainable travel habits and seeking responsible experiences.
“We are listening and, together with our partners across the industry, we are leading positive change.”
More: Consumers continue to splash out on travel despite cost-of-living crunch