WTTC Study Reveals Cost and Quality Overshadow Sustainability in Travel Choices :: Hospitality Trends

The World Travel & Tourism Council (WTTC) has released a new report investigating the discrepancy between travelers’ sustainability aspirations and actual behavior.

Presented at FITUR 2025 in Madrid, the report “Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers” was crafted in collaboration with YouGov. It provides practical advice to travel and tourism businesses aiming to bridge this divide by proposing solutions that make sustainable travel more feasible and appealing, thereby striking a balance between economic development and environmental responsibility.

Drawing from a survey of over 10,000 respondents, the study divided travelers into six distinct categories, from environmentally aware “Hopeful Worriers” to the uninvolved “Climate Change Agnostics.” Each category exhibits unique behaviors, priorities, and obstacles when choosing sustainable options. Understanding these varied perspectives is key for businesses to devise effective sustainability strategies that resonate with their audience and have a genuine impact.

The report revealed that cost and quality are the primary concerns for travelers, superseding sustainability factors. Over half of all the consumer segments stated that cost was the foremost factor influencing their purchasing decisions, while approximately 30% prioritized quality. Conversely, sustainability was a main factor for only a small minority, varying from 11% to 7%, even among the most eco-conscious groups.

Another significant barrier was the visibility of sustainability initiatives. Over 10% of those surveyed reported no exposure to sustainability messages or information through any channel, including mainstream media, social media, or community-driven initiatives.

According to Julia Simpson, WTTC President & CEO, while travelers care about sustainability when purchasing travel, cost and quality take precedence. “Customers expect businesses to create affordable, sustainable options,” she said. She emphasized that many WTTC companies are inspiring change through various initiatives, such as reducing food waste and regrowing coral reefs. She further asserted that customers are likelier to interact with brands that espouse strong values.

To bridge the identified divide, the report suggests seven key strategies, including leading by example and, where possible, partnering with other companies and governments on sustainability initiatives. It also recommends highlighting sustainable travel’s economic and personal benefits, ensuring eco-friendly options are easy and convenient for consumers, and introducing tiered reward programs to motivate action at all levels. Tailored marketing that directly addresses consumer values and needs has significantly increased engagement across different segments.

The report also showcases several travel and tourism companies successfully implementing sustainable practices. For instance, Intrepid Travel labels trip itineraries with their carbon impact and automatically offsets emissions, while Iberostar uses AI technology to decrease food waste in its hotels. Hilton has installed EV charging points in over 1,800 of its hotels, with nearly a third of its EMEA properties powered entirely by renewable energy.