42% of Asian and Middle Eastern travellers say sustainable choices cannot repair the damage, and 30% downplay climate change.
Booking.com has released its annual Sustainable Travel Report, providing insights from over 31,000 travellers across 34 countries and regions, including Hong Kong. Survey results reveal that while 83% of travellers consider sustainable travel important, there is a growing sense of fatigue as making eco-friendly travel choices remains a constant challenge.
The report also features a list of global destinations with notable sustainable accommodations certified by third-party organisations, with Hong Kong featured as a top destination for environmentally conscious travellers in 2024.
The survey found that while 45% of travelers globally consider sustainable travel important, it is not their main concern when booking a trip. In Hong Kong, 66% of travelers plan to travel more sustainably in the next 12 months, and 28% feel guilty about making less sustainable choices. Motivations for sustainable travel include a belief in its moral importance, cited by 36% of respondents.
However, 25% of global and Hong Kong travellers perceive climate change as less serious than it is portrayed, which is influencing their travel decisions. Many prioritise travel time over sustainability, with 34% of global travellers and 28% of Hong Kong travellers feeling sustainable practices are a waste in destinations that do not prioritise them.
Travelers expect collaborative efforts to reduce the negative impacts of travel: Globally, 71% of travelers want to leave their destination in a better state, compared to 64% of Hong Kong travelers. Additionally, 45% of global travelers believe the social impact of travel can be offset, and 43% believe travel service providers are key to tackling environmental issues.
New data from Booking.com's annual sustainable travel survey reveals that 38% of people in Asia and the Middle East feel that more sustainable travel is important but not their primary consideration when planning or booking a trip. 42% of travelers in Asia and the Middle East feel that the damage already caused is irreversible and that their choices cannot change it, and 30% believe that climate change is not as serious as people say.
With 44% of respondents believing that governments have the greatest potential to counter the economic impacts of travel, and 44% believing that travel service providers hold the key to countering environmental factors, these new findings highlight the need for greater collaboration to end consumer powerlessness and continue to prioritise a more sustainable travel industry.
The report highlights that consumers need support to achieve their sustainable travel intentions: sustainable accommodations are more appealing to 34% of Hong Kong travellers, and 59% would support standardised sustainable certifications across travel booking sites. However, interest in learning about these certifications has fallen 20 percentage points from last year to 41%, suggesting the need for clear and simple communication.
Despite the frustrations, many travellers recognise the added value of sustainable travel: the report finds that 62% of global travellers and 56% of Hong Kong travellers feel that traveling sustainably makes them feel like their best self, and they take these positive feelings home with them.
“Many travelers are optimistic and eager to make a positive impact on their destinations, creating a significant opportunity for the industry to simplify sustainable choices,” said Daniel D'Silva, Head of Sustainability at Booking.com. “Consumer frustration is a catalyst for us to continue to focus on actions that impact travelers and local communities.”
Kyle Foo, Area Manager, North Asia Pacific, Booking.com, added: “The travel industry needs to reduce tourism's negative impact on the environment. Travelers are increasingly looking for sustainable options, so it's essential that travel providers offer effective options. Booking.com is committed to diverse, sustainable travel options and is partnering to encourage industry-wide efforts.”
Alongside the findings, Booking.com has compiled a list of nine destinations with outstanding sustainable accommodation, including:
Monterey (USA), Utrecht (Netherlands), Baie Sainte-Anne (Seychelles), Cork (Ireland), Gothenburg (Sweden), Hong Kong (China), Akumal (Mexico), Trondheim (Norway), Vancouver (Canada)
