Shoppers see prices as barrier to sustainable journey

As the price of dwelling has elevated up to now couple of years, it’s making a dilemma for shoppers who’re additionally taken with touring extra sustainably.

A brand new survey by of greater than 33,000 respondents from 35 international locations and territories finds almost half – 49% — imagine extra sustainable journey choices are too costly. That’s a dramatic enhance from the web journey company’s related survey final 12 months that put that quantity at simply 11%.

The outcomes are included within the firm’s 2023 Sustainable Journey Analysis Report out in the present day.

Whereas the info exhibits financial issues are high of thoughts for respondents, consideration of local weather points can also be growing. The share of respondents who need to journey extra sustainably within the subsequent 12 months is 76% within the newest report, up from 71% in 2022 and 61% in 2021 from’s related surveys.

However the query of how to decide on sustainable choices whereas additionally watching their wallets is weighing on shoppers as they give thought to future journeys. Based on the report, “Whereas almost half (49%) suppose the surroundings will worsen within the subsequent six months, 64% imagine the cost-of-living disaster may even worsen, leaving individuals not sure of what to prioritize as they work to reconcile what’s vital to them with the calls for of on a regular basis life.”

A lack of understanding and choices for sustainable journey additionally continues to be a barrier for shoppers.

Within the newest report, greater than half (51%) of vacationers imagine there should not sufficient sustainable journey choices, whereas 74% need journey firms to supply extra sustainable journey decisions (up from 66% in 2022) and almost half (44%) say they don’t know the place to search out extra sustainable choices as they’re planning a visit.

“We acknowledge that our world scale and attain might drive common change throughout a section that has traditionally been fragmented and complicated, whereas fixing for among the challenges shoppers have skilled in figuring out a extra sustainable selection,” mentioned Danielle D’Silva,’s head of sustainability. is continuous to develop its Journey Sustainable program, launched in 2021. Greater than 500,000 lodging on its platform now have a “Journey Sustainable Badge” to assist shoppers determine their efforts to function extra sustainably.

As well as, the OTA will quickly point out in flight searches when a sure route or provider is providing a comparatively decrease emission possibility, and it not too long ago launched a brand new search filter for electrical and hybrid rental automobiles on its app and web site and added “100 Electrical” as a tag to filter taxi choices in 95 cities worldwide.

Kayak, Expedia Group, Google take motion

A number of different organizations and types say they’re attempting to assist individuals select greener journey.

Kayak has unveiled the 2023 Metropolis Index for Aware Vacationers. The interactive information ranks greater than 160 cities all over the world primarily based on 28 elements, together with mass transit, airport carbon accreditation, air high quality and native markets.

“With the brand new Metropolis Index for Aware Vacationers, we’re making it simpler for conscious vacationers to make knowledgeable decisions when exploring metropolis locations,” says Per Christiansen, senior vice chairman of promoting at Kayak.

Expedia Group can also be performing on this subject and “is dedicated to mobilizing its huge community of vacationers, companions and friends to allow extra accountable journeys,” mentioned Aditi Mohapatra, the corporate’s vice chairman of world social impression and sustainability.


We’ve more and more been listening to from our vacationers that they count on journey choices in step with their values.

Aditi Mohapatra – Expedia Group

“We’ve more and more been listening to from our vacationers that they count on journey choices in step with their values,” Mohapatra mentioned. “At Expedia Group, we need to empower vacationers to behave extra sustainably by means of higher info and enhanced eco-conscious journey choices.”

The corporate is working to construct “trusted sustainability info” into its merchandise, developed throughout the Travalyst Coalition. Expedia Group is testing product options together with estimates of flight emissions, sustainability practices of resorts and electrical and hybrid automobile filters for automotive leases.

In September, Expedia Group launched its Open World social impression and sustainability technique with the intention of “advancing a journey ecosystem that’s open, accessible and accountable for all.”

Over the previous 12 months, Expedia Group has additionally linked with stakeholders to create a Local weather Motion Plan, set to be launched later this 12 months, that Mohapatra mentioned will promote extra sustainable journey choices throughout its platforms and incentivize vacationers to decide on them. 

Expedia Group has additionally partnered with the Journey Basis to launch a capacity-building program for vacation spot advertising and administration organizations (DMOs) this summer time. Mohapatra mentioned this system will present sensible coaching to DMO employees and create “local weather champions” who can apply a sustainability lens to strategic planning and decision-making.

Google goals to assist individuals make extra sustainable decisions of their on a regular basis lives, and that extends to the journey analysis and reserving course of, mentioned Craig Ewer, communications supervisor for Google.

Google launched updates in September to assist customers extra simply discover sustainable journey choices, with a brand new “Much less emissions” filter for flights and a brand new “Eco-certified” filter for resorts.

The corporate in 2021 launched sustainability options to make it simpler for individuals to grasp and evaluate extra eco-friendly choices for flights and resorts. Google hopes that as extra individuals select decrease carbon flights, Ewer mentioned, it should sign to airways that customers need to prioritize sustainability.

Travalyst Coalition seeks to unify approaches

One of many largest hurdles in selling sustainable journey is creating a constant method to measuring the environmental impression of somebody’s journey decisions, he mentioned. Individuals have to belief the data they’re seeing earlier than they act, and consistency throughout platforms is a part of how the business builds that belief.

To that finish, Google joined the Travalyst Coalition in 2021 and helps to guide the group’s efforts to create a knowledge framework.

The coalition, which together with Google and Expedia Group consists of Amadeus,, Skyscanner, Travelport, Group, Tripadvisor and Visa, is working to unify approaches to “assist vacationers make decrease impression decisions each time they e-book a visit,” mentioned Sally Davey, Travalyst’s chief government.

“We gather and share sustainability information on a world scale, making certain that each one the work we do is clear, independently validated and, over time, open entry,” Davey mentioned, “so anybody within the journey business can use it.”

And in December, the Worldwide Air Transport Affiliation (IATA) and Travalyst introduced they’d align their emissions calculations.


Probably the most very important a part of making a superb determination is having the appropriate info, and constant sustainable journey info has by no means earlier than been accessible at scale — till now.

Sally Davey – Travalyst

“Probably the most very important a part of making a superb determination is having the appropriate info,” Davey mentioned, “and constant sustainable journey info has by no means earlier than been accessible at scale — till now.”

Different business teams are working to get the phrase out about firms’ sustainability efforts.

The brand new Journey To Clear initiative, led by the U.S. Journey Affiliation, highlights “greater than 100 examples of sustainable journey practices from a various cross-section of greater than 50 journey companies.”

“The journey business embraces sustainability initiatives and enterprise practices as a result of it’s good for the planet, and it’s good for enterprise,” says Geoff Freeman, the commerce group’s president and CEO.

“By using Journey to Clear, vacationers can have a greater understanding of the numerous sustainable choices throughout the journey ecosystem and make selections that greatest align with their values.”

The World Resort Alliance, a United Arab Emirates-based alliance of unbiased lodge manufacturers, has launched Inexperienced Assortment to highlight “almost 200 resorts, resorts and palaces which might be demonstrating their dedication to defending individuals and the planet.”

Each Inexperienced Assortment property has attained not less than one certification from a globally acknowledged environmental group, together with EarthCheck, Inexperienced Progress 2050, Inexperienced Key and Inexperienced Globe. The certifying our bodies require resorts “to fulfill the best worldwide requirements for sustainability initiatives and efficiency, with common third-party audits performed to retain certification,” based on the lodge alliance.

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