Sustainable Travel: An Industry Game-Changer?

Sustainability in travel? It’s no longer just a nice idea—it’s what travellers are looking for. Across the globe, people are showing real interest in eco-friendly journeys, seeking ways to reduce their environmental footprint while making their trips more meaningful. 

Survey data from 2023 and 2024 shows a clear shift towards greener travel habits. This isn’t just a passing phase—it’s a growing opportunity for the travel industry to welcome eco-conscious adventurers and create experiences that truly make a difference. 

The Growing Demand for Greener Travel 

According to a 2024 survey of over 31,000 people across 34 countries, the numbers paint a clear picture: 

• 75% of travellers plan to prioritise sustainability in their upcoming trips. 

• 54% favour greener transport options, such as walking, cycling, and public transit. 

• 67% feel inspired to adopt eco-friendly habits at home after seeing them in action on their travels. 

• 62% believe sustainable travel actually enhances the overall experience. 

It’s evident that demand for sustainable travel is surging. And for travel providers, this isn’t just a trend to watch—it’s a golden opportunity. 

Making Sustainable Travel Simple (and Fun!) Let’s be honest: sustainable travel can feel tricky. It often comes across as pricey, with eco-friendly options hard to come by. And for some, it might mean going back to basics—think skipping the air con for a natural breeze, or trading fancy bottled soap for simpler, planet-friendly alternatives. Sounds like a sacrifice, right? 

Here’s the good news: travel providers have the power to change that narrative. By creating affordable, authentic, and easy-to-access green options, they can make eco-conscious choices feel effortless. The goal? To turn sustainable travel into an experience that’s as seamless (and exciting!) as planning any other trip. 

How Travel Companies Can Lead the Way 

Here’s how travel providers can make a big impact: 

• Offer Green Incentives – Discounts, rewards, or perks for choosing eco-friendly options can encourage travellers towards greener options. Discounts on public transit, rewards for eco-certified accommodations, or special perks for sustainable choices make a difference. 

• Highlight Local Experiences – Today’s travellers crave experiences that feel “real” and meaningful. By curating itineraries that immerse travellers in local culture, support small businesses, and champion community-driven experiences, companies can offer the authenticity eco-conscious travellers want. 

• Collaborate with Communities – Modern travellers appreciate when travel providers partner with local governments and communities to promote sustainable tourism. Collaborations and educational initiatives can build brand trust and demonstrate a genuine commitment to the planet. 

Supporting Local Communities 

Sustainable travel doesn’t just benefit travel providers; it’s also a boon for local communities. More travellers are searching for authentic, immersive, off-the-beaten-path experiences. This shift supports small businesses, local eateries, eco-certified accommodations, and community-led activities. For local enterprises, it means a loyal customer base that values genuine, sustainable experiences. 

Small Changes, Big Impact 

Some travellers aren’t waiting for the industry to catch up—they’re bringing their eco-habits on the road. Actions like reusing towels, carrying reusable water bottles, and minimising waste may seem small, but they create a ripple effect that can drive broader change. 

The Road Ahead 

Without a doubt, sustainable travel is here to stay, and travellers are only becoming more eco-conscious. Their expectation for the travel industry to keep pace presents an incredible opportunity for travel providers to align with these values, grow their business, and make a meaningful impact. 

Embracing sustainability isn’t just about staying competitive—it’s about redefining the future of travel. With the right approach, travel providers can help create a world where exploring doesn’t mean sacrificing the environment. So, the question is: are you ready to lead the way? 

Source (survey statistics): Booking.com Travel Report 2023, Booking.com Travel Report 2024