Despite more consumers demanding sustainable travel, few are taking action to participate, according to a recent report. The latest Sustainable Travel Consumer Report 2024 from Trip.com Group finds that there is a significant gap between awareness and action when it comes to sustainable travel. New data shows that 92 percent of travelers may consider sustainable travel, but only 57 percent have practiced it. 

Experts believe the primary barriers to participation include a perception of sustainable travel as a collective endeavor or that it does not bring added benefits when traveling. 

According to the report, many travelers are hesitant due to the cost of sustainable travel. Thirty-eight percent of respondents said they would be unwilling to pay more, while 42 percent said they were open to paying a premium, but with certain limits. More specifically, 1 in 5 travelers said they would pay up to 5 percent more for sustainable travel, while 4 percent said they would pay 10 percent to 20 percent more, and 1.7 percent said they would pay 20 percent more. 

Experts said the report reflects travelers' unwillingness to add to their travel costs. Presently, 32 percent of travelers opt out of paying any additional costs when traveling. More than 75 percent said they expect to see clearly labeled sustainable options when booking with travel providers, and 53 percent said they prefer to see sustainable travel tips online. 

Sustainable travel has taken on different attitudes based on generational preferences, with Gen Z most likely to report that they understand it is a shared responsibility. More than 73 percent of Gen Zers said they would consider buying from companies offering sustainable options. Additionally, 53 percent said the environment was a key motivating factor for traveling sustainably, however, 48 percent said they weren’t sure what qualifies as a sustainable trip. 

"As we enjoy the planet's natural wonders, it is our duty and responsibility to protect and preserve these treasures for future generations," said Trip.com Group CEO Jane Sun. "We are encouraged by the growing awareness of sustainable travel, and will continue to collaborate with and empower our stakeholders in building a sustainable future."