According to a recently released report, 75% of travellers are more inclined to stay in accommodations that prioritise sustainability. Even more compelling, 78% want to make a positive impact on the communities they visit.
The report, “Engaging Travellers to Embrace More Sustainable Behaviours”, was co-produced by Accor, Booking.com and the University of Surrey.
One of the main challenges for the travel industry is to seamlessly integrate sustainable practices across its business and operations.
Sustainability in traveller habits and expectations goes well beyond carbon footprint or towel reuse.
Some 71% of those surveyed reported that sustainable practices help them better connect with local destinations and cultures. These insights highlight a growing desire for authenticity, responsibility and cultural immersion in travel experiences.
As these expectations grow, the hospitality sector has the opportunity to continue to adapt, further engaging guests directly – key to creating lasting impact.
Hospitality providers are finding creative ways to turn sustainability into authentic experiences, such as offering complimentary access to bikes for a low-impact destination exploration and recommending locally owned restaurants to support the community and encourage cultural immersion.
The report also offers practical, forward-thinking strategies for elevating communication around sustainability in the hospitality industry. These include:
#1: Balancing Appeal for Better Impact
While travellers are increasingly open to sustainable behaviours, many still perceive them as restrictive.
To shift this mindset, it’s essential to balance sustainability messaging with a focus on comfort, enjoyment and memorable experiences. Highlighting services and activities that are both eco-friendly and pleasurable.
#2: How Tangible Communication Builds Trust
Hotels that openly share their sustainability initiatives and provide guests with simple ways to get involved not only enhance the guest experience, but also significantly reduce scepticism, from 46% to 21%, sharing a sense of purpose between travellers and hospitality players.
#3: Empowering Instead of Dictating
With 55% of surveyed guests showing resistance to assertive messaging, the tone matters. Rather than instructing guests on what to do, the focus needs to be on sharing knowledge and inspiration.
A positive, informative approach encourages guests to explore and adopt sustainable choices on their own terms.
#4: Helping Guests Act More Responsibly
Travellers who embrace sustainable habits at home are often willing to carry those practices into their journeys.
Foster this continuity helps guests feel connected to their destination in a way that feels natural and meaningful, creating a sense of home away from home
