Half of Canadian travelers consider sustainability important, but not a primary consideration: studying

Today (April 23), Booking.com publishes new research, with insights collected from more than 31,000 travelers in 34 countries and territories, exploring the latest consumer attitudes, priorities and influences around sustainable travel.

While the annual survey reveals a continued sense of desire and awareness, with 78 percent of Canadian travelers confirming that sustainable travel is important to them, new insights show that there could be a sense of fatigue around the world, fueled by the ongoing challenges experienced to create more. sustainable travel choices.

The recent survey shows that half (50 percent) of Canadian travelers think more sustainable travel is important, but that is not the case an important consideration when planning or booking a trip, and 26 percent even say they are tired of hearing about climate change.

With this in mind, Booking.com says the opportunity for collective action is more relevant than ever, to ensure progress towards a more sustainable travel industry remains a priority.

Positive intentions that take on new challenges

Looking ahead, a reassuring 70 percent of Canadian travelers say they want to travel more sustainably in the next 12 months, and 40 percent would feel guilty if they made less sustainable travel choices.

When it comes to the motivators among those who want to travel more sustainably, (41 percent) want to do so because they believe it is the right thing to do.

However, a sense of disillusionment about making more sustainable travel choices can work against these intentions, reports Booking.com.

New areas of research explored for the first time this year show that some Canadian travelers do not see the importance of being more aware of their impact, as a third (29%) believe the damage already done is irreversible and that the trip The choices they make will not change that.

In fact, the report highlights that a quarter (26%) do not believe climate change is as serious as people say it is – a dismissal of the issue potentially affecting travel plans.

Furthermore, they feel that the time they spend traveling is too valuable to put sustainability at the top of their decision-making list (28%).

Not seeing sustainability in action also contributes to the feeling of powerlessness; a third (32%) of Canadians believe that being more sustainable in a destination that does not implement sustainability practices itself feels pointless.

Shared responsibility and the crucial opportunity for sector-wide support

The report also highlights that the role travelers believe they can play in addressing the negative impacts of travel also underlines their expectations around collaboration.

73 percent of Canadian travelers say they want to leave the places they visit feeling better than when they arrived (up from 64 percent last year), and additional research this year shows that 49 percent believe they have the potential to change social to prevent the consequences of travelling.

On the other hand, 43 percent believe that governments have the most potential to counter the economic impact, and 41 percent believe that travel service providers hold the key to tackling environmental factors.

Additionally, 43 percent believe that governments are responsible for educating people about the impacts of travel and tourism.

The responsibilities extend to how consumers are supported to achieve their intentions. Encountering a property labeled as more sustainable is more attractive to almost half of Canadian travelers (41 percent) and consistency of certification standards is critical to identifying these options; 66 percent agree that all travel booking sites should use the same sustainable certifications or labels.

However, those interested in learning more about Why The property awarded this label has fallen 15 percentage points (at 52 percent) compared to the same time last year, indicating the need for simple, clear communication that enables easy decision-making, regardless of priorities.

Durable silver linings

Despite the emerging frustrations, travelers who say they are making more conscious choices also believe that more sustainable travel experiences actually add value to their trips.

New research areas in this year’s report show that 59% of Canadian travelers recognize that they are the best versions of themselves when they travel more sustainably and then take that positivity home with them, just as 65% believe it is witnessing of sustainable practices while traveling inspires them to be more sustainable in their daily lives.

Of those who adopted sustainable behavior during their travels, this was seen as an improvement for 96% who took tours or activities for authentic, local and cultural experiences, 96% who shopped in small, independent stores and 90% who planned their trips so they could walk, cycle or use public transport.

“While many travelers have retained a sense of optimism and a desire to have a more positive impact, there is a critical opportunity for the industry to accelerate efforts to make those choices easier for everyone,” said Danielle D’Silvahead of sustainability at Booking.com.

“It is important that we continue to ensure that more sustainable options are not only readily available, but also easy to trust and understand. That’s where we believe further education, clear and consistent standards, and credible third-party certification of legitimate sustainable practices throughout the travel experience can really help. While the signals of consumer frustration should be a concern, they are also a reminder to keep our focus on the impactful work that we know can make a difference not just for travelers, but for communities and destinations around the world ” said D’Silva.

To download Booking.com’s full 2024 Sustainable Travel Report, visit here.

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