Skift Take
The survey encapsulates a seeming dilemma for the travel industry. What proportion of their resources should they pour into promoting sustainable travel choices when a wide swath of travelers aren’t focused on the issue.
For more than a decade, travel companies have been saying sustainability would gain in importance – Tripadvisor said the “the green travel trend is gaining momentum” back in 2012.
There's no question travelers say they want sustainable options. But, as Expedia Group CEO Peter Kern said last September at the Skift Global Forum, travelers have yet to change their trip patterns.
A global online survey of 31,000 travelers in 34 countries and territories that Booking.com revealed Monday is consistent with Kern's assessment.
In the survey, some 83% of traveler respondents indicated that making sustainable travel choices was important to them.
However, Booking.com uncovered a counter-trend. "New insights show a sense of weariness could be emerging globally, fueled by the ongoing challenges that travelers ex