A commitment to sustainable travel is now widely heard from travellers, but in practice it is often not reflected in their behaviour – this is known as the “say-do” gap. According to Phocuswright research, many people say they want to travel sustainably, yet only a small percentage are willing to avoid a destination because of its environmental impact. The majority prefer to consider factors such as congestion or the maintenance of the location.
The hotel industry is trying to bridge this gap with different strategies. The Radisson Hotel Group, for example, launched its sustainability programme in the early 2000s and was the first to undertake decarbonised events. Guests who agree to skip the daily clean-up contribute to the company’s efforts to provide safe drinking water to communities in need. According to Radisson’s head of sustainability, more than 30,000 people have been reached in this way.
Accor has been working with Booking.com and the University of Surrey to explore how to more effectively encourage sustainable behaviour. Their research shows that positive messages – reinforcing that travellers are making the right choices – are more effective than instructions or bans. According to Accor’s Head of Digital, younger generations in particular are looking for experiences that fit their values. To this end, Accor has launched an AI-enabled loyalty programme that links rewards to sustainable behaviour.
Technology can play a key role in facilitating sustainable choices. For example, the Radisson Stay App allows guests to personalise their stay and choose from a range of eco-friendly options.
Travellers do not necessarily feel it is their responsibility to act sustainably, especially when they go on holiday. The key is motivation: people are willing to make more sustainable choices if they feel a direct benefit – for example, exclusive experiences, better comfort or easier choices in return.
While Generation Z is more environmentally conscious, intention is not enough to make a real impact. The biggest challenge is to get people to understand what it means to travel sustainably and what concrete, small steps will lead to real change, which can only happen if the industry bridges the gap between intention and action with concrete tools, incentives and simple, transparent solutions (PhocusWire).