Travel Industry Accelerates Action on Sustainability – Will Consumers Follow?

The COVID-19 pandemic has accelerated the travel industry’s push for sustainability, and recently, many brands have announced more initiatives to reduce carbon emissions, support nature conservation, benefit local communities and more. Some surveys also support the idea that as travel resumes, consumers will be looking to choose destinations and suppliers that are addressing sustainability. Booking.com’s Sustainable Travel Report 2021, based on surveys of 30,000 people in 30 countries, finds 46% say the pandemic has made them want to travel more sustainably in the future. Travis Pittman, CEO of TourRadar, who has recently announced that the company will be offering more sustainable options, said: “There are some operators who lean really into the sustainability side, so their trips are probably more expensive... so I think it’s going to be interesting to see if consumers are willing to pay maybe a bit of a premium to be able to do something that really resonates with their core beliefs.”

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