A significant disconnect persists between awareness and action regarding sustainable travel among consumers, according to Trip.com Group’s newly released Sustainable Travel Consumer Report 2024. The report, based on a survey of 9,867 respondents across 109 countries and territories, reveals that while 92% of travelers express interest in sustainable travel, only 56.9% report actively choosing sustainable options when booking.
The findings indicate that 54.7% of respondents desire access to sustainable choices during online bookings. Notably, Gen Z’s attitudes towards sustainability underscore the necessity for enhanced motivation and targeted engagement to encourage sustainable practices. The report also identifies confusion over the definition of sustainable travel and skepticism about the authenticity of sustainable products as barriers to action, emphasizing the urgent need for clearer communication and education from travel providers.
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