Region:
Spain
Category:
Tourism

Consumers in favour of sustainable travel but cost is king, reveals WTTC report

  • Consumers in favour of sustainable travel but cost is king, reveals WTTC report
    Consumers in favour of sustainable travel but cost is king, reveals WTTC report
Region:
Spain
Category:
Tourism
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Madrid, Spain.- At FITUR 2025, the World Travel & Tourism Council (WTTC) unveiled its latest report, shedding light on the significant gap between travellers' aspirations for sustainable travel and their actual choices.

Titled Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers, the report, developed with YouGov, explores the disconnect between public statements on sustainability and consumer behavior.

The study, based on a survey of over 10,000 respondents, identifies six distinct consumer segments, from eco-conscious "Hopeful Worriers" to less engaged "Climate Change Agnostics". It underscores that while sustainability matters to a minority, cost and quality overwhelmingly dictate travel decisions.

Julia Simpson, President & CEO of WTTC, emphasized the need for affordable sustainable options and highlighted industry leaders like Intrepid Travel and Iberostar, who are integrating sustainability into their operations.

WTTC's report provides seven key recommendations for businesses to drive change, emphasizing partnerships and personalized marketing to align with consumer values.

As climate action becomes non-negotiable, this report equips businesses with strategies to thrive in a rapidly evolving landscape.