Trip.com Group, a leading travel service company, recently published its first-ever Sustainable Travel Consumer Report to coincide with World Tourism Day. The report highlights the growing popularity of sustainable travel and its significant effects on the travel industry and the world at large.
Sustainable travel is increasingly becoming a top priority for travelers worldwide, with over 68% in Singapore and 90% in Thailand recognizing its importance.
Source: Trip.com. Despite regional variations, there is a clear upward trend of individuals adopting sustainable travel habits.
A survey of 7,705 individuals across 11 countries in Asia and Europe revealed that the impact of travel is the primary motivator for travelers to embrace sustainability. Nearly 70% of Singaporean respondents and 60% of Thai respondents expressed concerns about the impact of travel on future generations.
Furthermore, 16% in Singapore and 25% in Thailand stated that sustainability enhances their travel experiences, while 6% in both countries perceive it as a trend.
The report suggests that travelers are developing a more comprehensive understanding of “sustainability.” They are increasingly considering economic, cultural, and biodiversity factors alongside traditional environmental concerns. This broader perspective is evident as almost 40% of Singaporean respondents acknowledge the importance of supporting local businesses. Similarly, 45% believe that respecting local cultures and heritage is integral to sustainable travel.
The report highlights that over half of the respondents in Singapore (63%) and Thailand (78.5%) attribute the COVID-19 pandemic to their increased interest in sustainable travel. Travel limitations during the pandemic fostered a deeper appreciation for nature and a desire for local travel experiences.
With sustainability awareness on the rise, over half (59%) of respondents are willing to pay extra for carbon offsetting to minimize their travel footprint.
However, the lack of readily available sustainable travel options poses a significant obstacle. Travelers cite difficulties in finding relevant information, with 22% in Singapore and 40% in Thailand indicating a shortage of such choices. Additionally, 18% in Singapore and over half (51%) in Thailand find these options poorly labeled.
Consequently, over 50% of respondents in both Singapore (59%) and Thailand (57%) believe online travel agencies (OTAs) should clearly label sustainable choices. Simultaneously, 54% in Singapore and 44% in Thailand urge OTAs to improve the discoverability of these options. Over 70% in Singapore suggest that OTAs should incentivize sustainable travel.
While roughly half of the travelers in both Singapore and Thailand are willing to pay more for sustainable options, their price sensitivity varies. Only 0.5% in Singapore and 7% in Thailand are prepared to pay over 10% extra for a sustainable choice. Notably, 93% of respondents would likely book through OTAs that offer sustainable travel options.
Jane Sun, CEO of Trip.com Group, stated: “These findings reinforce our commitment to educating travelers and expanding the availability and diversity of reliable, sustainable travel choices. This is a call to action for us and our partners in the travel sector.”
“Moving forward, we will collaborate with partners, travelers, and stakeholders to create a more sustainable world.”
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Download the Sustainable Travel Consumer Report 2022 (PDF).