The World Travel & Tourism Council (WTTC) has released its latest report, Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers, in collaboration with YouGov. Launched today at FITUR 2025 in Madrid, the report highlights the gap between travelers’ expressed desire for sustainable travel options and their actual behaviors.
The study categorizes over 10,000 surveyed travelers into six consumer segments, from eco-conscious “Hopeful Worriers” to disengaged “Climate Change Agnostics.” The data reveals that cost and quality dominate purchasing decisions, while sustainability remains a lower priority for most, even among environmentally conscious groups. More than 50% of respondents prioritize cost, around 30% focus on quality, and only 7% to 11% emphasize sustainability.
Visibility of sustainable options also presents a challenge, with over 10% of participants noting a lack of exposure to sustainability-related messaging.
Julia Simpson, WTTC President & CEO, stated, “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.”
The report outlines seven key recommendations for businesses, emphasizing partnerships, tailored marketing, and eco-friendly default options. Examples include Intrepid Travel’s carbon-offset itineraries, Iberostar’s AI-driven food waste reduction, and Hilton’s renewable energy initiatives and EV charging facilities.
WTTC calls on Travel & Tourism leaders to use this report to drive innovation and secure a sustainable future.
Source: Swifteradio.com
