Where Sustainable Travel is headed in 2018
To celebrate Earth Day on 22 April, Booking.com, the global leader in connecting travellers with the widest choice of incredible places to stay, has released the findings from its most recent global Sustainable Travel Report.*The report indicates that the green travel trend continues to gain momentum with a large majority of Australian travellers (79%) stating that they want to travel sustainably, and nearly three in 10 (31%) confirming that they often or always manage to do so. However, 48% indicate they never, rarely or only sometimes manage to travel sustainably, suggesting that while promising strides are being made for a greener future, there is still plenty of room to turn intentions into action.
Sustainability starts where you stay
‘Sustainable travel’ is a subjective term that has different connotations for different people. However, for almost half of global travellers (46%), ‘sustainable travel’ means staying in eco-friendly or green accommodations, topping the list of what people think of when hearing the term. The top reasons Aussie travellers give for choosing these eco-friendly places are to help reduce environmental impact (34%), to have a locally relevant experience (32%) and wanting to feel good about an accommodation choice (24%).**
Eco-inspiration
When it comes to what inspires Australians to travel more sustainably, it seems that travel itself is the biggest motivator. Almost six in ten (57%) travellers indicated that they found the impressive natural sights visited on past travels as their inspiration to travel more sustainably, while almost half said seeing the visible impact that tourism can have on destinations serves as their inspiration.
| The factors that inspire sustainable travel | % Australian travellers who found this inspiring |
| Being impressed by natural sights during their own travels (e.g. coral reefs, rain forest) | 57% |
| Noticing a visible impact of tourism at the destinations they have visited | 46% |
| Seeing the positive effect that sustainable tourism can have on the local people | 38% |
| Seeing the unsustainable effects of tourism in their home country | 35% |
Overcoming eco-barriers
While perceived extra cost remains the top barrier for Aussies wanting to travel more sustainably, over half (57%) would be willing to spend more on their travel to ensure it was as low impact on the environment as possible.
The research also indicates that a lack of information and a lack of credible certification poses a significant obstacle to sustainable travel (25%), particularly in India, China and Japan where travellers cited this as even more of a barrier than extra cost.
| Top Australian obstacles to traveling more sustainably | |
| Costs – not being able to afford the extra expenditure | 49% |
| Information / lack of certification – not knowing how to make my travel more sustainable | 25% |
| Time – travelling sustainably would be too time consuming | 20% |
| Destination – travelling sustainably would limit travel to less appealing destinations | 21% |
| Luxury / comfort – sustainable travel does not meet the level of luxury / comfort accustomed to | 19% |
As sustainable travel intentions grow, Australian travellers are still looking for ways to more easily fulfil these ambitions. 40% said that online booking sites offering a sustainable or eco-friendly filter option would help, while 31% continue to call for an international standard for identifying eco-friendly accommodations.
As part of its commitment to improving ways to uncover and share the sustainability efforts of its own accommodation partners, Booking.com is partnering with organizations like Green Key, an internationally recognized eco-label with strict award criteria that honours positive environmental management, to highlight Green Key awarded properties as ‘sustainable’ on its site.
It’s good to go green
Proving too that sustainability measures don’t need to come at an inconvenience, many Australian travellers indicated they engage in sustainable travel behaviour because the activity itself adds a positive vacation experience to their trip.
| Sustainable vacation activities that add to vacation enjoyment | Percentage of Australian travellers who do this |
| Buying locally made products instead of mass-produced tourist souvenirs | 49% |
| Being adventurous and using public transport instead of a taxi | 47% |
| Going out of the way to find a local restaurant that only uses local ingredients | 30% |
| Skipping tourist highlights in favor of less busy and often more rewarding sights | 36% |
| Opting for a unique place to stay that also a certified eco-accommodation over a traditional hotel | 23% |
“As travellers increasingly look to explore and experience the world in a sustainable way, we continue to look at ways that we can help make it even easier for them to do that, whether by highlighting eco-friendly properties or enabling people to filter their search results on Booking.com based on proximity to an electric vehicle charging station,” says Pepijn Rijvers, Senior Vice President and Chief Marketing Officer at Booking.com. “Meaningful change can only come about through collaboration on multiple fronts throughout the entire sustainable tourism ecosystem. That’s why we also look to foster innovation in the sustainable tourism space through our Booking Booster initiatives to fund and support remarkable startups and change makers in this area. Today’s research reaffirms that sustainable travel is within reach for all of us, which is encouraging as we together strive to make a positive impact for a more sustainable future.”
