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Engaging travelers to embrace more sustainable behaviours

Discover how we're helping hospitality providers to develop messaging strategies and tactics to positively influence traveller behaviour

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Traveler Insights

2025 marks the 10th year of our Sustainability & Travel Report. In that time we have surveyed nearly 230,000 travellers in 35 markets. In 2025, we surveyed 32,000 travellers in 34 countries & territories.

57%

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feel that tourism has a positive impact overall where they live, however they highlight challenges related to traffic, littering, overcrowding and rising costs

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93%

they want to make more sustainable travel choices and to some extent have done so

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16%

say visitor numbers should be capped in their home destination, instead emphasising the need for investment in infrastructure

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53%

are conscious of travel’s impact on communities as well as the environment

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73%

want the money they spend to go back into the local community to support the destinations economy

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38%

want to see improved investment in transportation infrastructure in the place they live

How we display more sustainable choices to travelers

We're prioritising third-party certifications in our commitment to make more sustainable travel choices easier for everyone.

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Global accommodations: the road to
net-zero emissions

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