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In a world with the turbulence of geopolitical
conict and rising ination, travelers are
increasingly recognizing the urgency to act
now to save the planet for future generations.
The most extensive Sustainable Travel research
from Booking.com to date also highlights
a divide in people’s actions; some are more
intentional about how they spend their money
with the perception that sustainable travel
options are too expensive, while others are
willing to pay more for these options
to feel reassured they are driving impact.
Despite nancial barriers, it’s clear there’s
a huge appetite for sustainable solutions –
especially those that don’t impact spend.
On a micro level, today’s responsible traveler
is converting intent into action with a
meaningful uptick in more sustainable
travel behaviors such as turning off the
air conditioning and reusing towels in
accommodations. Travelers are also making
conscious choices beyond everyday habits
such as choosing more sustainable ground
transport and shopping local.
From the economy to the environment,
travelers are rethinking what ‘value’ means
to them. At a macro level, sustainable trends
point to an increase in more purposeful travel in
The Dilemma
Dividing Sustainable
Travel in 2023
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Now in its eighth year,
Booking.com’s annual Sustainable
Travel Report, which gathered
insights from over 33,000
travelers across 35 countries
and territories, spotlights how
economic uncertainty is informing
meaningful sustainable travel
decisions this year. This highlights
a dilemma where people feel
potentially forced to choose
between cutting costs and making
more sustainable travel choices.
Travelers are
rethinking what
‘value’ means to
them, from carving
out regenerative
experiences to
nding more
meaningful ways to
spend their money
2023, with travelers nding more meaningful
ways to spend their money. More and more,
they are carving out regenerative experiences
that positively impact destinations with
benets to wildlife, conservation and the local
community, and engaging in local philanthropy
and ethical experiences.
While travelers recognize the critical nature
of climate change, there is still some disconnect
between impact and action. From limited
data to a perceived lack of credible options,
this report exposes barriers to traveling
more sustainably and the huge strides travel
providers need to make in order to gain their
trust. Ultimately, building a truly sustainable
industry will take time, but progress
is underway to ensure that it’s becoming
easier for everyone to experience the world
in a more mindful and responsible way.
VIP
