Achieving more sustainable travel is a significant challenge for the tourism sector if environmental care is taken into consideration.
Keeping this goal in mind, three important actors in this universe conducted a study that reveals four key ways to engage guests in these practices.
Sustainable travel: what the study says
The study was carried out by Accor, a global leader in hospitality, Booking.com, one of the world’s leading digital travel platforms, and the University of Surrey, a reference in education and research in hospitality and tourism management.
They published a report based on research aimed at understanding and addressing the motivations of travelers when making more sustainable decisions during their stay.
Sustainable travel.
“This initiative was driven by the understanding that guests play a fundamental role in the effectiveness and efficiency of various sustainability initiatives,” they stated.
However, there may be a high level of skepticism among travelers when it comes to their role in these efforts, as pointed out.
In this sense, the research made clear the significant contribution that messages have to motivate more sustainable behaviors, a key component for the continuous development of sustainable practices in the sector.
Furthermore, this type of travel is a priority for many travelers, as 83% state that sustainable travel is important to them. Meanwhile, 67% say they feel inspired to adopt more sustainable behaviors after witnessing responsible practices (Booking.com Sustainable Travel Report 2024).
“The drive to generate positive change is clear and crucial to remain aligned with the values and expectations of our guests,” they expressed.
The research was based on laboratory studies and interviews with global travelers to identify common issues and misconceptions regarding sustainability communications.
The four keys
The document offers four recommendations to optimize messages to guests in order to promote more sustainable practices
1. Highlight sustainable practices
In this line, show how guests can easily contribute
One of the main conclusions of the study is the importance of providing clear and specific information about sustainable practices and avoiding broad claims like “eco-friendly” or “green”.
Study findings.
An example from the study was that messages that helped guests understand their role in reducing food waste reduced skepticism levels from 46% to 21%. This compared to more generic and vague messages.
2. Balance pleasure and comfort for optimal results
Interviews with travelers revealed that it can be challenging to enjoy a trip full of pleasure and, at the same time, make more sustainable decisions. Many associate the notion of sustainability with more restricted and less enjoyable experiences.
“To avoid this, hotels must balance sustainability messages around pleasure and comfort, highlighting options that are both enjoyable and sustainable, such as scenic train rides or local culinary experiences,” the report says.
Sustainability messages focused on comfort or pleasure increase feelings of satisfaction and joy by 145% and 475%, respectively, compared to already used messages.
3. Empower guests, without restrictions or imposing rules
The research indicates that guests prefer an empowering approach to sustainability communications rather than feeling compelled. 55% say they are skeptical of assertive messages like “limit your water consumption”.
“Therefore, hotels should adopt a tone that encourages customers to make informed decisions without pressure,” they highlight. By sharing information about local sustainable options, such as public transportation schedules, hotels can position guests as active participants in sustainability efforts.
4. Help guests act with the same responsibility as at home
Many travelers want to maintain their sustainable habits when away from home, but hotel processes and operations can make them feel limited to do so.
Achieving more sustainable tourism.
Therefore, it is important to convey messages that evoke familiarity, trust, and genuine attention to ensure that sustainable actions remain intuitive, helping guests feel more connected to their surroundings and encouraging repeat visits.
The research
These results were obtained after a two-phase research exercise where quantitative and qualitative data were collected from numerous surveys and behavioral experiments in the laboratory.
The first phase, as noted, consisted of 24 in-depth interviews with 100 guests from the United States, Germany, France, and India. They focused on their sustainability expectations and influence on booking decisions.
Following these interviews, the Booking.com research team tracked 22 guests from the same countries through a diary study covering the planning, booking, and stay phases of their trips.
The second phase of the research, benefiting from the academic resources of the University of Surrey, provided more detailed information based on a rigorous behavioral study conducted by Surrey’s Human Insight Lab.
Sustainable tourism.
