The World Travel & Tourism Council (WTTC) unveiled the “critical” gap between travellers’ desire for sustainable options and their actual behaviour.
Launched today at FITUR 2025, Madrid, the WTTC report explored that cost and quality remain the dominant priorities for travellers, outweighing sustainability considerations. Across all consumer segments, more than 50% say cost is the most important factor influencing purchasing decisions, while around 30% prioritise quality.
Sustainability is a primary factor for only a small minority, ranging from 11% to 7%, even among the most environmentally conscious groups, according to the survey of more than 10,000 respondents.
“Travellers care about sustainability but when buying travel, cost and quality are king. Customers expect businesses to create affordable sustainable options. But many WTTC companies inspire change – whether that is regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values,”- said Julia Simpson, WTTC President & CEO
A lack of visibility also remains a significant barrier to drive real change and the WTTC experts recommend highlighting the economic and personal benefits of sustainable travel, ensuring eco-friendly options are simple and convenient for consumers to motivate action at all levels.
“Tailored marketing that speaks 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 facilitate the decision-making process and improve the overall experience,” the experts said.
A TV channel was struck during a live broadcast on Tuesday, Ukrainian President Volodymyr Zelenskyy said, as Russian strikes on Kyiv killed at leas...
Operations at several energy facilities in Saudi Arabia were suspended on Tuesday after attacks by Iran-aligned Houthi forces injured more than 70 ...
The future of the Caspian Sea is in focus at Baku Climate Action Week, with experts examining how the region can adapt to a changing climate while ...
At least five people were killed and five others injured when an Amazon Prime Air cargo plane overran a runway and crashed while landing at Miami International Airport on Sunday, 6 September, local officials said.
Iranian Parliament Speaker Mohammad Bagher Ghalibaf said on Sunday that the United States must recognise that the “rules of the game” in its war against Iran had changed “before it is too late”, a day after Washington struck several Iranian tankers in the Gulf.
U.S. special envoys Jared Kushner and Steve Witkoff have held talks with Ukrainian President Volodymyr Zelenskyy in Kyiv on Sunday on efforts to end Russia’s war in Ukraine.
A TV channel was struck during a live broadcast on Tuesday, Ukrainian President Volodymyr Zelenskyy said, as Russian strikes on Kyiv killed at least three people, the city's Mayor Vitali Klitschko said. Meanwhile, drones hit civilian infrastructure in Russia's southwestern Saratov region.
Indonesia has reopened Jakarta's main airport and four others after volcanic ash from Mount Anak Krakatau forced widespread flight cancellations, though fresh eruptions have kept authorities on alert.
France will move to restrict imports of goods from Israeli settlements in the West Bank, joining 11 other countries backing or considering similar measures, Foreign Minister Jean-Noël Barrot said on Tuesday.
A TV channel was struck during a live broadcast on Tuesday, Ukrainian President Volodymyr Zelenskyy said, as Russian strikes on Kyiv killed at least three people, the city's Mayor Vitali Klitschko said. Meanwhile, drones hit civilian infrastructure in Russia's southwestern Saratov region.
European Commission President Ursula von der Leyen announced on Monday a €200 million ($232 million) deal with Greenland, called the Global Gateway Partnership Package, aimed at strengthening the EU-Greenland partnership, amid growing U.S. interest in the Arctic island.
Britain is set to ban trade in goods and some services from Israeli settlements in the West Bank as the government steps up efforts to protect the prospects of a two-state solution.
Female employees at the Eiffel Tower were asked to leave their workstations and step out of sight during a private visit by a Hindu religious delegation, prompting a staff protest and an investigation by Paris authorities.
You can download the AnewZ application from Play Store and the App Store.
What is your opinion on this topic?
Leave the first comment