The World Travel & Tourism Council (WTTC) has released a groundbreaking new report, highlighting the gap between travellers’ expressed desire for sustainable travel options and their actual purchasing behaviour.
Launched at FITUR 2025 in Madrid, the report, titled Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers, was developed in partnership with research specialist YouGov. The study aims to help travel companies understand why consumers often do not act on their stated sustainability values and offers guidance on closing this critical gap.
Consumer Priorities: Cost Over Sustainability
Surveying more than 10,000 travellers worldwide, WTTC categorised consumers into six distinct groups based on their attitudes towards sustainability, ranging from highly eco-conscious “Hopeful Worriers” to the indifferent “Climate Change Agnostics”. Despite widespread interest in sustainability, the findings reveal that cost remains the primary factor influencing travel purchases, cited as the key decision driver by more than 50% of respondents across all segments. Quality followed closely, influencing around 30% of travellers, while sustainability was a primary concern for only 7% to 11%, even among the most environmentally committed groups.
Julia Simpson, WTTC President & CEO, said “Travellers care about sustainability but when buying travel, cost and quality are king. Customers expect businesses to create affordable sustainable options. However, many WTTC companies inspire change, from regenerating coral reefs to reducing food waste. Customers engage strongly with brands that demonstrate clear values.”
Communication Challenges
Another notable finding is that over 10% of respondents indicated they had not encountered any sustainability-related messaging or information through mainstream or social media, suggesting a significant communications gap. This lack of visibility creates further barriers, preventing travellers from making informed, sustainable decisions.
Industry Recommendations
The report provides seven key recommendations to help travel businesses align sustainable offerings with consumer needs and drive real behavioural change. These include:
- Highlighting economic and personal benefits of sustainable travel.
- Ensuring sustainable options are easy, attractive, and convenient.
- Implementing tiered reward programmes to incentivise sustainable choices.
- Using tailored marketing that addresses specific consumer values and priorities.
- Making sustainability the default choice by phasing out unsustainable alternatives.
A Call for Industry Collaboration: The WTTC urges Travel & Tourism businesses to use this research as a catalyst for innovation, collaboration, and meaningful action.
Simpson concluded by saying, “By closing the say-do gap, we not only protect the planet but also deliver richer travel experiences. We urge all industry leaders to leverage these insights and create effective sustainability strategies that benefit both travellers and our environment.”