Tourexpi
Launched
today at FITUR 2025, 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 explores the disconnect between what travellers say about sustainability
and the choices they ultimately make.
It
provides actionable guidance to Travel & Tourism businesses on how they can
address this gap by offering solutions that make sustainable travel both more
accessible and more attractive, ultimately balancing economic growth and
environmental responsibility.
The
study, drawing on a survey of more than 10,000 respondents, categorised
travellers into six consumer segments, ranging from the eco-conscious “Hopeful
Worriers” to the disengaged “Climate Change Agnostics”. Each group comes with
unique behaviours, priorities, and barriers to selecting sustainable
choices.
Understanding
these diverse perspectives is essential for businesses to craft effective
sustainability strategies that resonate with their audience and drive real
impact.
According
to the data, 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.
In
stark contrast, sustainability is a primary factor for only a small minority,
ranging from 11% to 7%, even among the most environmentally conscious groups.
A
lack of visibility also remains a significant barrier to progress. Over 10% 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 & CEO, said: “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.
“I
am delighted to collaborate with YouGov for 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 and more resilient future
for our planet.”
Business
Recommendations
WTTC’s
report offers seven key recommendations to help the industry bridge this
divide, calling on businesses to lead by example, partnering 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 programmes 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.
Many
Travel & Tourism companies are actively adopting sustainable practices and
communicating them to consumers.
Intrepid
Travel prominently labels trip itineraries with their carbon impact and offsets
emissions
automatically. Iberostar leverages AI technology to reduce food waste in its
hotels and prioritises underutilised fish stocks. Hilton has equipped over
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 & Tourism business leaders to leverage this report to
inspire innovation and chart a sustainable path forward.
Image
Credit: © WTTC
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