A global survey conducted by the World Travel and Tourism Council showed that 64% of travelers say sustainability is an important factor in their travel decisions. With more people looking for sustainable options, airlines are trying to green up their fleets while hotels are turning to eco-friendly materials like bamboo flooring and recycled fibers.

The “Who are the travellers seeking for sustainable tourism?” is a question that has been asked by many. Research shows that more travelers are looking for sustainable options.

Sustainability is increasingly important to travelers, but are they ready to pay for it?

Choosing to travel with firms that highlight their environmentally friendly practices is a no-brainer. However, collecting a charge to encourage sustainability in areas like hotels and restaurants is less common.


A growing proportion of passengers evaluate a company’s environmental initiatives when making travel selections, according to new study from MMGY. This has grown over the previous year, when 15% of leisure travelers said it was a concern in 2021 and 20% said it was influencing their decisions in 2022.

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There are distinctions among generations. The most worried about environmental effect are millennials, followed by Gen-Z visitors.

Six out of ten passengers are prepared to spend a higher price for a company that practices better environmental responsibility. Between 2021 and 2022, that number remained constant. While passengers are ready to spend a little more, they are not willing to pay a lot more. Twenty-seven percent indicated they would be prepared to spend one to five percent extra, while 22 percent said they would pay six to ten percent more. Over 10% more was less popular, with just 13% prepared to spend between 11 and 25% more to firms that demonstrated environmental stewardship.

Younger generations, families with children, and those with higher incomes are the most prepared to spend extra for environmentally friendly firms.

Paying extra is unpopular, but when it comes to modifying how we travel to decrease environmental consequences, there is widespread agreement.

Eighty-one percent of those polled stated they would be prepared to adjust their travel habits to decrease their environmental effect. This is somewhat lower than the figure for 2021, which was 83 percent.

While it is fashionable to give more to firms that exhibit environmental responsibility and to change travel patterns to assist the environment, paying a little charge to lessen environmental effect at restaurants, hotels, and resorts is not.

To minimize congestion, 42% of visitors are willing to visit sites during the off-season, and 36% would use less single-use plastics when traveling. However, just 21% are ready to pay a $5 per night hotel charge to support a destination’s environmental and sustainability initiatives.

Thirty percent of passengers would prefer drive than fly, and 25% would schedule vacations with ecologically friendly hotels and firms, but just 20% would pay a 1% charge at a restaurant to support sustainability initiatives.

This fluctuates from generation to generation. During the off-season, boomers preferred to drive rather than fly to visit sites. The most inclined to book with environmentally friendly firms were Millennials and Gen-Z. They are also more willing to pay higher hotel and restaurant expenses to support sustainable initiatives.

Climate change will have an influence on where people go, according to almost half of travelers (48 percent). Climate change will have an influence on 64 percent of Millennials, according to a generational breakdown. 47% of Gen-Z and 43% of Gen-X agreed with this statement. Thirty-five percent of baby boomers feel that climate change will influence their travel plans.

The “ecotourism statistics” is a study that shows more travelers looking for sustainable options. The study was conducted by the World Travel and Tourism Council.

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  • sustainable travel report 2022
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  • booking.com sustainable travel report 2022
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