Consumers are eager to make more sustainable choices when it comes to travel, but are held back by price, according to a new report from the World Travel & Tourism Council (WTTC).
The critical gap between travellers’ desire for sustainable options and their actual choices was laid bare by the WTTC report, developed in partnership with YouGov, entitled Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers.
Launched at FITUR 2025 in Madrid last week, the survey of more than 10,000 people revealed that despite a growing interest in sustainability, cost and quality remain the dominant factors in travel decisions.
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“Travellers care about sustainability but when buying travel, cost and quality are king,” Julia Simpson, WTTC President & CEO said.
“Customers expect businesses to create affordable sustainable options.”
The study also found that more than 10% of respondents reported having no exposure to sustainability messaging, a significant barrier to change. This lack of visibility, combined with limited prioritisation of sustainability, highlights the need for greater efforts to engage consumers and shift their behaviours.In line with these findings, the WTTC report suggested how businesses can address this disconnect to make sustainable travel more accessible and attractive with seven key recommendations. These included making eco-friendly options simple and convenient, highlighting the economic and personal benefits of sustainable travel, and using tailored marketing to engage diverse consumer segments.
While certain companies are already leading on these fronts, implementing programs like carbon impact labelling and renewable energy initiatives, WTTC urges the industry to leverage these insights to foster innovation and create a more sustainable future for the industry.
View the full report here.
