WTTC: Consumers are committed to sustainable travel, but price is king

The World Travel & Tourism Council (WTTC) recently presented its report, "Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers", launched at FITUR 2025 in Madrid. The report explores the critical gap between travellers' intentions to choose sustainable options and their actual purchasing behaviour. Despite growing interest in sustainable travel, data reveals that price and quality remain the dominant factors in decision-making.

This raises a crucial question for the tourism sector: How can travel businesses bridge this gap and encourage more responsible consumption habits? WTTC identifies the types of consumers with respect to sustainability and then provides strategies for companies in the travel and tourism sector. Check it out!

The WTTC report, based on a survey of more than 10,000 British adults, identifies six consumer segments with different attitudes towards sustainability:

A common trend across all segments is that cost and quality remain the top priorities when selecting a travel destination or service.

• More than 50% of respondents consider price the most important factor when planning a trip, whereas only 7% to 11% cite sustainability as a primary consideration.
• Additionally, a lack of clear and accessible information about sustainable options continues to be a major barrier. More than 10% of respondents stated they had not received any messages or information about sustainability through traditional media, social networks, or community initiatives.

"Travellers care about sustainability, but when it comes to purchasing, price and quality take precedence. Customers expect businesses to provide affordable sustainable options. Fortunately, many WTTC members are already making a difference, from regenerating coral reefs to reducing food waste. Customers connect with brands that have strong values."

The WTTC report also outlines recommendations to help bridge the gap between what travellers say they will do for sustainability and what they actually do. These key recommendations include:

• Highlighting economic and personal benefits:

• Emphasising how sustainable options can lead to cost savings and personal benefits makes them more attractive.

• Offering incentives such as discounts or loyalty points can motivate travellers to make more sustainable choices.

• Simplifying sustainability:

• Access to sustainable options should be straightforward and hassle-free.

• Solutions like default eco-friendly hotel rooms or bundling public transport with accommodation bookings can encourage sustainable choices with minimal effort.

• Introducing tiered incentive programmes:

• Reward schemes that recognise both basic actions (such as recycling) and more committed efforts (such as conservation initiatives) can sustain consumer interest and promote sustainable behaviours.

• Communicating corporate sustainability commitments:

• Demonstrating how businesses contribute to sustainability—whether through government collaborations or tangible actions like waste reduction and ecosystem restoration—builds consumer trust.

• Expanding the message beyond environmental aspects:

• Framing sustainability in terms of economic and social benefits, rather than just environmental impact, can appeal to a broader audience.

• For example, showcasing how sustainable practices support local communities can be an effective way to connect with travellers.

• Personalising communication:

• Tailoring messages to different consumer attitudes towards sustainability helps businesses engage with them more effectively.

• Gathering customer feedback:

• Listening to travellers' opinions and suggestions allows for continuous improvement in sustainable offerings and helps generate new ideas to enhance customer experience.