Consumers today increasingly favor sustainable travel choices; however, the cost remains king when it comes to making final travel decisions.
The World Travel & Tourism Council (WTTC) unveiled its latest report, exploring the critical gap between travelers’ desire for sustainable options and their actual behavior.
Launched at FITUR 2025 in Madrid, the report Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers was developed in collaboration with WTTC knowledge partner YouGov.
The report highlights the disconnect between what travelers claim about sustainability and the choices they ultimately make. The fact that consumers favor sustainable travel but cost remains king illustrates this gap. It provides actionable guidance for travel and tourism businesses on how to address this gap by offering solutions that make sustainable travel both more accessible and attractive, while balancing economic growth with environmental responsibility.
Drawing on a survey of more than 10,000 respondents, the study categorizes travelers into six consumer segments, ranging from the eco-conscious “Hopeful Worriers” to the disengaged “Climate Change Agnostics.” Each group displays unique behaviors, priorities, and barriers to selecting sustainable options. Understanding these diverse perspectives is essential for businesses to craft effective sustainability strategies that resonate with their audience and drive real impact. Notably, while consumers favor sustainable travel but cost remains king, businesses need to strike a balance.
According to the data, cost and quality remain the dominant priorities for travelers, outweighing sustainability considerations. Across all consumer segments, more than 50 percent say cost is the most important factor influencing purchasing decisions, while around 30 percent prioritize quality. In stark contrast, sustainability is a primary factor for only a small minority, ranging from 7 percent to 11 percent, even among the most environmentally conscious groups. This demonstrates how consumers favor sustainable travel but cost remains a crucial factor.
A lack of visibility also remains a significant barrier. Over 10 percent of respondents reported no exposure to sustainability messaging or information through any channel, including mainstream media, social platforms, or community-driven initiatives.
Julia Simpson, WTTC president and chief executive officer, said: “Consumers favor sustainable travel but cost remains king when purchasing travel, cost and quality are king. Customers expect businesses to create affordable sustainable options. But many WTTC companies inspire change — whether that’s regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values.”
“I am delighted to collaborate with YouGov on such a crucial piece of work. By closing the say-do gap, we not only protect the planet but ensure more rewarding experiences for customers and a brighter, more resilient future for our planet.”
Business recommendations
WTTC’s report offers seven key recommendations to help the industry bridge this divide, urging businesses to lead by example and collaborate where possible with other businesses and governments on sustainability initiatives.
To drive real change, the report recommends highlighting the economic and personal benefits of sustainable travel, ensuring eco-friendly options are simple and convenient for consumers, and introducing tiered reward programs to motivate action at all levels. Tailored marketing, speaking directly to the values and needs of individual consumers, has been shown to significantly increase engagement across different segments. Designing out unsustainable options to make sustainability the default choice can also facilitate decision-making and improve the overall experience.
Many travel and tourism companies are already adopting sustainable practices and communicating them to consumers. Intrepid Travel prominently labels trip itineraries with their carbon impact and automatically offsets emissions. Iberostar uses AI technology to reduce food waste in its hotels and prioritizes underutilized fish stocks. Hilton has equipped more than 1,800 hotels with EV charging points, with nearly a third of its EMEA properties powered entirely by renewable energy.
As climate action becomes an imperative rather than an option, this report equips businesses with the tools and insights they need to thrive in a rapidly changing world. WTTC urges all travel and tourism business leaders to leverage this report to inspire innovation and chart a sustainable path forward. — WTTC
