Bridging the Gap Between Sustainable Travel Intentions and Action

While travelers increasingly express interest in sustainable travel, their actions often fall short. A growing gap exists between intention and behavior, according to insights from Accor, Radisson Hotel Group, NH Hotel Group, and Phocuswright.

Radisson’s sustainability officer, Inge Huijbrechts, emphasized the importance of making eco-friendly choices effortless for guests, such as carbon-compensating meetings and incentivizing light housekeeping in exchange for global water donations. NH Hotel Group offers perks like free drinks or reforestation donations when guests engage in water-saving efforts.

Accor’s research with Booking.com and the University of Surrey found 70% of travelers respond better to positive, empowering sustainability messages, especially those evoking a sense of home. Messaging that fosters trust and familiarity helps align guest behavior with environmental values.

Generational shifts are also driving change. Younger travelers, particularly Gen Z, show higher awareness and concern for sustainability. However, even those who prioritize eco-friendly choices at home may not adopt the same habits while traveling, according to Phocuswright research.

Experts agree that aligning sustainability with traveler benefits, such as exclusive experiences or crowd avoidance, boosts engagement. Technology also plays a key role, with Radisson’s Stay App enabling personalized, sustainable choices and improving booking conversion rates.

Ultimately, the key to bridging the sustainable travel gap is education, contextually relevant messaging, and easy-to-implement actions. By integrating sustainability into the guest experience and fostering collaboration across the travel sector, the industry can turn environmental intentions into tangible outcomes and create lasting impact.

Tags: phocuswire, SyndicEx250504B

Bridging the Gap Between Sustainable Travel Intentions and Action

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