INDIA, 25 APRIL 2023 – Booking.com releases its annual Sustainable Travel Research Report, with insights gathered from more than 33,000 travellers across 35 countries and territories that spotlights how economic uncertainty is informing meaningful sustainable travel decisions this year. Now in its 8th year the research highlights a dilemma where people are forced to choose between cutting costs and being more mindful about making sustainable travel choices.
At a time of general global uncertainty, travelling more sustainably continues to be on the forefront for travellers, with 83% of Indian travellers believing people need to act now and make more sustainable choices to save the planet for future generations. 80% agree that the recent climate change issues have encouraged them to be more sustainable.
Sustainability vs Spending
The economic weather has changed drastically since last year, and the topics such as cost-of-living crisis and the climate crisis are at the forefront of people’s minds. A majority of Indian travellers 97% say they want to travel more sustainably over the coming 12 months, while 84% think the global energy crisis and rising cost of living is impacting their spending plans – the two are mutually exclusive. With rising inflation, travellers believe they must make a choice between sustainability and spending, with 66% of Indians believing more sustainable travel options are too expensive. For these people, sustainability and travel combined can seem nonurgent in comparison to their other living expenditures. Conversely, with travel well and truly back for others and a more urgent focus on conscious choices, 80% of Indian travellers would be willing to pay more for travel options with a sustainable certification, dialling up their spend to feel reassured they are driving impact.
Breaking through barriers to drive change
The research also found that the cost of sustainable travel is not the only reason standing in the way of responsible travel. There are several other factors that impede Indian travellers to be more sustainable, ranging from the lack of options to the changing needs of the travellers.
- About 64% of Indian travellers believe there are not enough sustainable travel options, while 82% want travel companies to offer more of these options (up from 71% in 2022).
- Despite good intentions, 61% of travellers do not know where to find more sustainable options.
- For example, 75% of Indian travellers want to engage in genuine cultural experiences that reflect the local way of life, yet 58% don’t know how or where to find these tours and activities that will ensure they give back to the local community.
The rise of regenerative travel
Amid rising climate anxiety, Indian travellers are becoming more responsible consumers, from their accommodation to their transport choices with 83% of respondents feeling that by doing so will help protect the planet for future generations. With 73% wanting to leave the places they visit better than when they arrived, today’s travellers are increasingly adopting a regenerative approach to travel. Nearly 84% would feel better about staying in a particular accommodation if they knew it had a sustainable certification or label, while 84% want to filter their options for those with a sustainable certification the next time they book.
In response, the travel industry must adapt to meet the changing expectations of these more conscious consumers, to accommodate the (36%) always on the lookout for brands that promote sustainability, as well as the 85% of Indian travellers who are interested to learn more about why specific options are recognized as more sustainable, such as eco-friendly LED lighting and water-efficient toilets for a more sustainable stay. 58% Indian travellers today, still do not trust that the sustainable travel options labelled are truly more sustainable, there are huge strides for the travel industry to make in gaining the trust of consumers.
Making more sustainable travel solutions easier for everyone
According to Santosh Kumar, Country Manager, India, Sri Lanka, Maldives and Indonesia at Booking.com, “Indians are travelling extensively again, with several of them becoming increasingly conscious of their impact on the planet. To solve some of the challenges travellers face to be sustainable, we have made responsible travel more accessible to all by awarding the Travel Sustainable Badge to more than 400,000 properties globally. India has emerged as one of the top 10 countries with 20,000 properties now being recognised for their sustainability efforts on Booking.com. We are listening and together with our partners across the industry, we are examining every part of the trip to not only support our travellers but also benefit local communities and environments. We are committed to making it easier for everyone to experience travel in a more mindful and responsible way, no matter where they are on their sustainability journey.”
To download Booking.com’s full 2023 Sustainable Travel Research Report, please visit the Booking.com global media room.
