A recent Expedia report suggests that 90% of consumers look for sustainable options when booking travel but 70% feel overwhelmed with navigating options and making the best choices to be a more sustainable traveller. (Expedia, 2022).
The same report also uncovered that 3 in 4 travellers would choose a destination, lodging, or transportation option that supports the local community and culture, even if it was more expensive.
So, how are brands adapting to deal with this new and important customer desire?
Australian airline Qantas have been quick to act, launching a membership scheme tied to passengers’ purchase of carbon offsets.
Taking into account the limited effects of carbon offsets, the scheme cleverly encourages long-term engagement by rewarding customers for a range of eco-actions in their daily lives, independent of flying.
Whilst UK travel start-up ByWay specialises in no-fly, multi-stop itineraries in the UK and France, offering stays at independent hospitality operators and visits to off-the-beaten-track attractions.
• A priority for sustainability is flooding into every sector – whatever your sector, consider how you can act more purposefully – authentically tackling your environmental impact.
• When it comes to travel in particular customers are becoming more thoughtful when it comes to planning a trip. For those in the sector, break down the customer journey and consider the steps you can make to encourage sustainable choices, both big and small.
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