According to Google data, the majority of global travelers want to travel more sustainably, and over half are willing to pay a premium for it, but only one-third know how to make such decisions.
The search engine giant conducted a survey in the United Kingdom, the United States, France, and Germany, the results of which it revealed at Travel Weekly’s Sustainability Summit, for which it was the head sponsor.
As per Google, 82 per cent of consumers think sustainability is more on their minds now than before the pandemic, and there will be a 70 per cent increase in the number of travelers seeking sustainable travel choices in 2021.
It also discovered that 46 per cent of travelers are ready to spend more than 2% extra for a carbon-neutral flight, and 71 per cent believe travel businesses should provide more sustainable options. According to the study, 37% of worldwide respondents do not know how to make their travel choices more sustainable.
Finnbar Cornwall, Google’s industry leader for travel, mentioned how Google last month included carbon emissions statistics on its flights in search results. He claims that firms who take efforts toward sustainability may improve their image, keep ahead of new legislation, and earn from “financial gains.”
“One thing that has come up is that customers are looking to companies to show them how to make sustainable decisions,” he told delegates. “People want sustainability to be good rather than daunting.” They want everything to be simple and inclusive, not added on. People want to be recognised for their efforts rather than waiting for perfection.
He challenged travel companies to “move sustainability away from being a hugely difficult issue and toward minor improvements” and “pivot to positive,” as well as to “measure impacts” and “understand insights.”
However, he stated that “I have yet to see a leader” in the tourism business in terms of sustainability.