Consumers in favour of sustainable travel but cost is king: WTTC

The World Travel & Tourism Council (WTTC) unveiled its latest report, exploring the critical gap between travellers’ desire for sustainable options and their actual behaviour. Launched at FITUR 2025, Madrid, the report Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers was developed in collaboration with WTTC knowledge partner YouGov.

The report explores the disconnect between what travellers say about sustainability and the choices they ultimately make.

It provides actionable guidance to Travel & Tourism businesses on how they can address this gap, making sustainable travel both more accessible and attractive, ultimately balancing economic growth and environmental responsibility.

The study, drawing on a survey of more than 10,000 respondents, categorised travellers into six consumer segments, ranging from the eco-conscious “Hopeful Worriers” to the disengaged “Climate Change Agnostics”. Understanding these diverse perspectives is essential for businesses to craft effective sustainability strategies that resonate with their audience and drive real impact.

According to the data, cost and quality remain the dominant priorities for travellers, outweighing sustainability considerations. Over 50% of all segments surveyed consider cost to be the most important factor influencing their purchasing decisions, whereas sustainability is a primary consideration for only a small minority.

Julia Simpson, WTTC President & CEO, stated, “Travellers care about sustainability but when buying travel, cost and quality are king. Customers expect businesses to create affordable sustainable options. However, many WTTC companies inspire change, whether that is regrowing coral reefs or reducing food waste.”

Businesses are encouraged to leverage the findings from this report to inspire innovation and pave a sustainable path forward.