Cost, Convenience Outweigh Sustainability in Travel Choices: WTTC Study

WTTC urges travel businesses to make sustainable options affordable and convenient

Tourism in the Serengeti, Tanzania
Image/ David Clode

WTTC Study Reveals Sustainability “Say-Do” Gap in Travel

The World Travel & Tourism Council (WTTC) has released a new report highlighting a disconnect between travellers’ stated interest in sustainable travel and their actual choices.

The report, titled “Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers,” was launched at FITUR 2025 in Madrid and developed in partnership with YouGov.

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The study surveyed over 10,000 travellers, categorising them into six segments, from the “Hopeful Worriers” to the “Climate Change Agnostics.” This segmentation helps understand the diverse motivations and barriers to sustainable travel choices.

A key finding is that cost and quality still dominate travel decisions. Over 50% of travellers prioritise cost, while around 30% prioritise quality. 

Sustainability, even among the most environmentally conscious groups, is a primary factor for only 7% to 11% of travellers. Visibility of sustainable options is also an issue, with over 10% of respondents saying they haven’t seen any sustainability messaging.

“Travellers care about sustainability, but cost and quality are king,” said Julia Simpson, WTTC President & CEO. “Customers expect affordable sustainable options. Many WTTC companies are already making a difference, from regrowing coral reefs to reducing food waste. Customers connect with brands that have strong values.”

Trip.com’s “Sustainable Travel Consumer Report 2024” supports these findings, also emphasising the importance of cost and convenience in driving sustainable travel.

Recommendations for Businesses:

WTTC’s report offers seven key recommendations for the travel industry:

  • Lead by example.
  • Partner with other businesses and governments.
  • Show the economic and personal benefits of sustainable travel.
  • Make sustainable options easy and convenient.
  • Offer tiered reward programs.
  • Use tailored marketing.
  • Make sustainability the default choice.

Industry in Action:

Several companies are already demonstrating sustainable practices. Intrepid Travel shows the carbon impact of its trips and automatically offsets emissions. Iberostar uses AI to reduce food waste. Hilton has EV charging at over 1,800 hotels, and nearly a third of its EMEA properties use renewable energy.

The WTTC believes this report will help businesses navigate the complexities of sustainable travel and encourages its members to use the findings to drive innovation.

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