A survey by Accor, Booking.com, and University of Surrey reveals a surge in traveller’s commitment to sustainability. Notably, 71 per cent of travellers in 2024 aim to leave destinations better than they found them, up from 66 per cent in 2023. The study, encompassing travellers from the US, Germany, France, and India, further highlighted that 62 per cent feel they are their ‘best selves’ when travelling sustainably, and 67 per cent are inspired to adopt sustainable habits after witnessing them during their trips. These findings point out the growing importance of sustainability as a key driver in traveller’s decision-making, demanding that travel businesses prioritise and showcase their sustainable initiatives to attract conscious travellers.
