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- US Sustainability in Travel Market Report 2024
US Sustainability in Travel Market Report 2024
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Human activity have caused global temperatures to rise, causing disruption to Earth’s ecosystems and the lives of its inhabitants. The need to rapidly address the problem persists, even as skepticism and pessimism abound. However, people are seeing this disruption firsthand, and want brands to be part of the solution – especially in travel, an industry responsible for 8% of global emissions. That travel will keep growing underscores the need for brands within the sector to do their part in solving the crisis.
Fortunately, many travelers also want to be part of the solution. 56% of travelers fit into one of the consumer segments Mintel characterizes as being interested in sustainable travel, with many more that could be swayed with the right information. In fact, 61% of travelers want more information in how to engage in it. Moreover, they hold travel brands accountable – 60% want to know what brands are doing about sustainability, too, as travelers feel that the industry has more culpability (especially in certain sectors) than they do as individuals.
For their part, travelers are willing to change their behavior, and even say they’d allow prices to increase – but there have to be sustainability-related reasons for it. Because they’re aware of greenwashing they don’t want brands messing around when the stakes are so high.
Travelers know that they need to be more sustainable, but don’t always know where to start. Brands must inform them while making meaningful steps toward sustainability.
Mike Gallinari, Senior Travel & Leisure Analyst
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