Description

This report provides comprehensive and current information and analysis of the US Sustainability and Travel market including US Sustainability and Travel market size, anticipated market forecast, relevant market segmentation, and industry trends for the Sustainability and Travel market in the US.

Current market landscape

Although 61% of travelers want to know more about how to travel sustainably, just 46% feel informed as to what sustainable travel actually is. Moreover, recent global developments pose difficulties for sustainable action. Despite the inflationary effects of both the pandemic and the conflict in Ukraine increasing the cost of travel, consumers are very intent on traveling this year. The resurgence of travel will result in an increase in waste and emissions, as well as exacerbate the effects of overtourism to many popular destinations. The increase in basic travel costs also means that travelers, though well-intentioned, will be less willing or able to pay extra for more sustainable travel options or to pay for carbon offsets for their trip.

Future market trends in US Sustainability and Travel

Sustainability is both a limitation and an opportunity for the travel industry. Acting sustainably requires a massive structural shift in how business is done, from reorganizing supply chains to developing new fuel and aircraft to hit international business goals. Though travelers at times may not know how to be more sustainable themselves, they do want travel brands to educate them and enable them to act more sustainably. Travelers indicate that they are willing to meet sustainable travel providers halfway, as over half say they are willing to pay more for a more sustainable travel option.

Our US Sustainability and Travel market report helps you to quickly understand

  • How travelers perceive their own knowledge of sustainability.
  • The sectors travelers feel are most responsible for unsustainable practices and how they want them fixed.
  • How much travelers are willing to pay for more sustainable travel providers.
  • Whether or not travelers believe brands that claim to be sustainable.

Expert analysis from a specialist in sustainability in the travel industry

This report, written by Mike Gallinari, a leading analyst in the Travel and Leisure sector, delivers in-depth commentary and analysis on the sustainable tourism market to highlight current trends and add expert context to the numbers.

The climate emergency is not lost on travelers, even as they intend to travel in greater numbers. They want travel providers to be more sustainable so that they can travel with a clear conscience and not create undue harm to the planet. This undertaking involves more than sustainable practices; it requires brands to not only take meaningful action against climate change and overtourism, but to educate travelers as to how to travel more sustainably themselves.

Mike Gallinari, Travel and Leisure AnalystMike Gallinari
Senior Travel and Leisure Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Traveler concerns, 2022-27
    • Opportunities
    • Travelers are willing to pay for sustainability
      • Figure 2: Price increase tolerance for sustainable flight and accommodations options, 2022
    • Straightforward efforts are the easiest to get on board with
      • Figure 3: Attitudes toward sustainable initiatives, 2022
    • Less-traveled destinations can be a solution to overtourism
      • Figure 4: Attitudes toward overtourism, 2022
    • Challenges
    • Travelers don’t know how to be sustainable
      • Figure 5: Attitudes toward being informed about sustainable travel, 2022
    • Travel brands are seen as part of the problem
      • Figure 6: Travel sectors most responsible for negative contribution, 2022
    • There’s a lack of trust in travel brands’ efforts
      • Figure 7: Attitudes toward travel brands, 2022
  3. Travel’s Role in Sustainability

    • Between 8-11% of global carbon emissions come from travel
      • Figure 8: Carbon emissions, by industry, 2019
    • Consumers look to brands to act sustainability
      • Figure 9: Attitudes toward sustainability, US consumers, 2021
    • Companies and governments need to work together
      • Figure 10: Attitudes toward sustainability, US consumers, 2021
    • Overtourism, or DMOs should be careful what they wish for
  4. Market Factors

    • Inflation likely puts sustainability on the back burner
      • Figure 11: Consumer Price Index change from previous period, 2007-22
    • Travel’s employment crisis can worsen overtourism effects
    • Throughput is recovering, putting demand on airlines
      • Figure 12: Daily TSA passenger throughput, 2019 vs 2022
    • Rules and legislation would be assets to environmentally minded travelers
    • Green initiatives are predicted to be profitable
    • BlackRock’s retreat may encourage greenwashing
    • Retreating from the age of plastic
      • Figure 13: Coronavirus exposure concern – Not worried, 2021-22
  5. Industry Developments

    • Airlines
    • Southwest is the first to link loyalty point accrual with offsets
      • Figure 14: Southwest Airlines Rapid Rewards member email, 2021
    • Delta commits to Landline partnership
    • Lodging
    • Industry sustainability benchmarking enables industry-wide participation
    • Hotels use UN leverage to build up green credentials
    • Cruises
    • Industry touts progress in sustainability
  6. Competitive Strategies and Market Opportunities

    • Mintel Trends
    • Lumo brings humor to sustainability
      • Figure 15: Lumo “Flight Shame” ad, April 2022
    • Related Trend: On Display
    • Expedia partnership with Travalyst could be a tipping point
    • Related Trend: Moral Brands
    • Google Flights starts emissions reporting
    • Related Trend: Help Me Help Myself
    • Palau offers rich rewards for sustainable behavior
    • Related Trend: The Real Thing
  7. The Sustainable Traveler – Fast Facts

    • How do travelers feel about sustainability?
    • Is sustainability important when planning trips?
    • Who needs to “clean up their act,” so to speak?
    • Going green costs green. Are travelers willing to pay for it?
    • Do travelers believe that travel brands are trying to go green?
    • Is buying carbon offsets a good idea?
    • How do travelers feel about overtourism?
  8. Being Informed about Sustainability

    • Travelers need and want to be informed
      • Figure 16: Attitudes toward being informed about sustainable travel, 2022
    • Young and middle-aged travelers are the most eager to learn
      • Figure 17: Attitudes toward being informed about sustainable travel – Any agree, by gender and age group, 2022
    • Sustainability matters to the non-European heritage travel segment
      • Figure 18: Attitudes toward being informed about sustainable travel – Any agree, by race and Hispanic origin, 2022
    • Wealthier travelers know not what they do
      • Figure 19: Attitudes toward being informed about sustainable travel – Any disagree, by HHI 2022
    • Confusion holds many back from a sustainable lifestyle
      • Figure 20: Environmental consciousness, 2022
      • Figure 21: Demographic profile – Sustainably Overwhelmed segment, 2022
  9. Travel Considerations

    • Money talks in tough economic times
      • Figure 22: Top travel considerations, 2022
    • Sustainability is driven by young and middle-aged travelers
      • Figure 23: Top travel considerations, by age group, 2022
    • Parents still want to travel sustainably
      • Figure 24: Top travel considerations, by parental status, 2022
  10. Sector Responsibility

    • All travel sectors have a role in sustainability
      • Figure 25: United Airlines supersonic fleet announcement video, 2022
      • Figure 26: Travel sectors most responsible for negative contribution, 2022
    • Travelers expect brands to manage waste
      • Figure 27: Sustainable practice expectations, 2022
    • Airlines should focus on greener fuel
      • Figure 28: Preferred airline sustainability practices, 2022
    • Going local is about more than the hotel experience
      • Figure 29: Preferred hotel sustainability practices, 2022
    • The luxury sector needs to cut its waste
      • Figure 30: Sustainable practice expectations, by gender and age group, 2022
    • Westerners demand sustainability, Southerners likely to follow
      • Figure 31: Sustainable practice expectations, by geographic region, 2022
  11. Putting a Price on Sustainability

    • Guests and passengers will pay more for sustainability
      • Figure 32: Price increase tolerance for sustainable flight and accommodations options, 2022
    • Young flyers are willing to pay green to go green
      • Figure 33: Price increase tolerance for sustainable flight options, by age group, 2022
    • Wealthier flyers are satisfied with sitting on their wallets
      • Figure 34: Unwillingness to pay more for sustainable flight options, by HHI and by financial situation, 2022
    • Sustainability can be a boon to hotel loyalty
      • Figure 35: Price increase tolerance for sustainable accommodation options, by age group, 2022
    • Cruise passengers would pay more for sustainable ships
      • Figure 36: Price increase tolerance for sustainable cruise options, 2022
  12. How to Sway Passengers and Guests

    • Airlines should focus on greener fuel
      • Figure 37: Preferred airline sustainability practices, 2022
    • Going local is about more than the hotel experience
      • Figure 38: Preferred hotel sustainability practices, 2022
  13. Attitudes toward Travel Brands

    • Travelers don’t trust brands’ sustainability claims
      • Figure 39: Attitudes toward travel brands, 2022
    • Brands need to gain young travelers’ trust
      • Figure 40: Attitudes toward travel brands – Any agree, by age group, 2022
    • Connect with travel agents to engage in sustainable luxury travel
      • Figure 41: Attitudes toward travel brands, by HHI, 2022
  14. Attitudes toward Sustainability Initiatives

    • Travelers seek easy-to-understand environmental solutions
      • Figure 42: Attitudes toward sustainable initiatives, 2022
    • Younger travelers are more keen on carbon offsets
      • Figure 43: Attitudes toward sustainable initiatives – Any agree, by age group, 2022
  15. Attitudes toward Overtourism

    • Tourists recognize that they’re part of the problem
      • Figure 44: Attitudes toward overtourism, 2022
    • Less popular destinations can be a new frontier for family vacations
      • Figure 45: Attitudes toward overtourism – Any agree, by parental status, 2022
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Marketing creative
    • Abbreviations and terms
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Below is a sample report, understand what you are buying.

Click to show report

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

Trusted by companies. Big and small.

Bell Logo - Mintel client
Boots Logo - Mintel Client
Kelloggs Logo - Mintel client
Samsung Logo - Mintel client
Nike Logo - Mintel client
Walgreens Logo - Mintel client

Want to speak to us directly?

Contact us on via phone or fill out a form with your enquiry.

Contact Us