We break down Booking.com’s 2024 Sustainable Travel Report to give you five impactful strategies to appeal to today’s sustainability-conscious traveller.
Sustainable experiences inspire positive change – and add value to your business offering. That’s according to Booking.com’s 2024 Sustainable Travel Report, the booking engine’s annual research on sustainable travel attitudes that surveyed 31,000 people from 34 countries.
Here we share five takeaways from the report and five ways you can leverage the trends identified to attract sustainability-conscious customers – and contribute to a better world for us all.
Five top takeaways
1. The rise of sustainable travel stays strong
Over the past few years, the Booking.com report has confirmed our ‘on-the-ground’ observations from conversations with our members and across the tourism sector that consumer interest in sustainability, and the value of evidencing standards through certification, has been increasing every year. For example, the fact that 75% of people surveyed say that they want to travel more sustainably over the next 12 months, is for us, having championed businesses flying the sustainability flag since we started in 1997, heartening.
2. Sustainable experiences inspires change
New research in this year’s report reveals that among travellers who prioritise sustainability, sustainable experiences enhance their travel experiences. For example, 67% feel that witnessing sustainable practices while traveling inspires them to be more sustainable in their everyday life. As a Green Tourism member, you will doubtless be practitioners of these practices. You can be proud that by setting a great example you are contributing to making wider positive change happen.
3. Sustainable experiences add value
As you’ll know from the Green Tourism assessment criteria, these sustainable practices extend to so much more than using recycled materials. They could mean everything from using local food and drink suppliers to providing local cycling route information. That 96% of people who adopted sustainable behaviours on their travels said that authentic, local, and cultural experiences such as tours or activities enhanced their trip overwhelmingly prove that these practices are worth investing in.
4. Some people feel powerless
We’ve always recognised that not all travellers prioritise sustainability in their planning choices. And, even among those who would like to, there will often be a gap between intention and reality. 83% of respondents consider sustainable travel ‘important’ yet this year’s report reveals a ‘weariness’ or disillusion about making more sustainable travel choices that may be counteracting those intentions. One-third (33%) feel that the damage already done is irreversible and that the travel choices they make are not going to change that. Perhaps, in today’s world, this weariness, the feeling of powerlessness, is inevitable.
5. While others feel they can make a difference
On the other hand, there are big reasons to be positive. For example, 71% of travellers say they ‘want to leave the places they visit better than when they arrived’ – a 5% increase on last year – and 45% think they themselves have the potential to counteract the social impacts of travel. Like those who want to contribute positively to the community that they visit – like the 93% who shopped at small, independent stores, and the 93% who planned their trips so that they could walk, bike, or take public transport.
Five ways to leverage these trends
1. Enhance the customer experience: with e.g. activities, and food options that support local communities and minimise environmental impact – and prove the benefit of these with guest testimonials. Feature your partners on your website, tell the stories of how and why you work with them and benefit the community. Highlight collaborative efforts with your community in tackling sustainability challenges.
2. Inspire sustainable behaviour (while showcasing your business’ offering) by demonstrating (on your website and on social media) how sustainable practices enhance your guest/visitor experience.
3. Communicate your certification: Showcase your award to attract sustainability-conscious customers. Explain what it means. Your Marketing Playbook gives you step-by-step guidance on how to write this.
4. Communicate clearly: Simplify communication about your sustainability initiatives. Focus on conveying the impact and benefits of your efforts rather than only the technical details. Give specific, relatable examples, such as you saved enough water to fill an Olympic-sized swimming pool!
5. Stay committed: Despite the challenges, keep your focus on advancing sustainable practices and continuous improvement which will bring business benefits, from saving resources, making operational efficiencies, and marketing opportunities. With our help and support.
By leveraging these insights, you can attract environmentally conscious travellers and drive more business while contributing to a more sustainable visitor economy. Which is good for people, places, and our planet.
Finally, a reminder that you access expert tips on the sustainability topics that matter by tuning into our Masterclass webinar series (accessible online 24/7). And unlock guidance, copy templates and digital assets to communicate your offering to the ever-growing market of sustainably minded travellers with your Green Tourism Marketing Playbook.
Read the Booking.com report here
