Sustainability and eco friendly travel high on traveller’s list.
Over half (52%) of global travelers are likely to choose a destination based on its social or environmental impact, according to a Booking.com survey of 32,000 travellers across 16 countries.
While only 10% of respondents took a traditional sustainable trip in 2014 (defined as an eco-tour, a volunteering trip, a farm stay, a camping trip or a trip to learn about new cultures), 2015 sees the majority of global travellers being influenced by an intention to reduce their environmental impact or to ensure that their tourism has a positive impact on the local community, when evaluating vacation destinations.
Key findings:
* Brazilian respondents were most interested in sustainable travel, with 74% reporting that they would be likely to base a decision on these concerns;
* At the other end of the spectrum, only 36% of Danish respondents and 39% of Dutch respondents said their plans would be influenced by their potential social or environmental impact;
* Australians (59%) and Americans (53%) were also among the world’s top sustainable travel intenders;
But while expressing the desire to travel more sustainably, respondents were not prepared to forgo luxury while reducing their carbon footprint.
Compared to other respondents, aspiring sustainable travellers were:
* 50% more likely to intend to book more luxury accommodations in 2015 than they did in 2014
* Three times as likely to plan to stay in more ‘green’ accommodations in 2015 than they did in 2014
Booking.com says his combined interest in luxury and green stays creates a unique opportunity for accommodations to woo these travelers by offering high-end comfort paired with an eco sensibility.