The World Travel & Tourism Council (WTTC) has released a new report that reveals a significant gap between consumer interest in sustainable travel and the actions they take.
Titled "Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers," the report was launched at FITUR 2025 in Madrid and developed in collaboration with global data company YouGov.
The study is based on a survey of over 10,000 respondents and identifies six consumer segments, from the eco-conscious “Hopeful Worriers” to the more disengaged “Climate Change Agnostics.” These groups exhibit varying degrees of concern for sustainability, each with its own set of behaviors, priorities and barriers to adopting sustainable travel options.
Despite widespread concern about sustainability, cost and quality remain the top priorities for most travelers. More than 50% of respondents cite cost as the most influential factor in their purchasing decisions, while around 30% prioritize quality. Sustainability is a primary consideration for only a small fraction of travelers, ranging from 7% to 11%, even within the most environmentally conscious segments.
A lack of visibility surrounding sustainable travel options also presents a challenge. More than 10% of those surveyed reported not encountering sustainability messaging through any channels, including mainstream media or social platforms.
The report also offers businesses several recommendations to address the say-do gap and create more accessible and attractive sustainable travel options. These include promoting the economic and personal benefits of sustainable choices, simplifying the consumer decision-making process and developing tiered reward programs to incentivize eco-friendly behavior.
“Travelers care about sustainability, but when buying travel, cost and quality are king," said Julia Simpson, president and CEO of WTTC. "Customers expect businesses to create affordable sustainable options."
The report also highlights that tailored marketing strategies that speak directly to the values and needs of different consumer segments can increase engagement. Additionally, making sustainable options the default choice can help guide consumers toward more responsible decisions.
Several companies within the travel and tourism industry are already implementing sustainable practices. For example, Intrepid Travel labels its itineraries with carbon impact data and automatically offsets emissions, while Iberostar uses AI to reduce food waste and focuses on sustainable fish stocks. Hilton has installed EV charging points in more than 1,800 hotels.
WTTC encourages businesses to use the insights from the report to innovate and adapt in an evolving market. As climate action becomes a necessity, the report aims to equip the industry with the tools to navigate this critical shift.
Editor’s Note: This article was generated by AI, based on a press release distributed by the World Travel & Tourism Council. It was fact-checked and reviewed by a TravelAge West editor.
