Explore sustainable travel trends and how consumers are adopting new ways to reduce their environmental impact.
Environmental sustainability refers to the way we can maintain and improve human wellbeing by using the Earth's resources in a way that doesn't harm the environment. Travel & tourism contributes 8% to the world's carbon emissions and air travel in particular contributes significantly to greenhouse gas emissions. The aviation sector contributes around 2% of annual global carbon dioxide emissions.
Travellers are looking for ways in which to travel more sustainably with 81% of travelers worldwide believing that sustainable travel is important and 76% saying they want to travel sustainably in the next year. However, barriers to sustainable travel including the lack of information prevent people from making more sustainable choices.
Read on for everything you need to know about sustainable travel.
Top Sustainability Statistics 2024
80% of global travelers said that sustainable tourism was important to them.
The ecotourism industry has a global market size of $172.4 billion U.S. dollars.
The travel and tourism industry contributes roughly 8% of global greenhouse gas emissions.
The travel industry is responsible for 21% of all the ecological footprint generated by tourism.
Transport accounts for 72% of tourism emissions.
The Asia-Pacific and North American regions accounted for over 23 billion metric tons of CO2 emissions in 2022.
Sustainable tourism practices can reduce the impact on the environment by up to 60%.
Searches for ‘sustainable travel’ grew by 142.6% between April 2019 and April 2022.
The sustainable travel market in the business travel and tourism sector is projected to grow by $335.93 billion from 2023 to 2027.
Hotel and rental accommodation guests are willing to pay up to 75% more for eco-friendly options.
73% of travelers are more likely to choose accommodations that advertise their sustainability practices.
Since the pandemic, 61% of travellers report wanting to choose more sustainable travel options.
Gen Z and Millennials, are leading the sustainable travel trend, with 77% of travelers aged 18-29 prioritising sustainability in their travel decisions.
59% of travelers will pay to offset their carbon emissions when they travel.
78% of people agree that environmental sustainability is important, and they want to lead more sustainable lives.
63% have taken either moderate or significant steps to change their lifestyle and adopt greener buying habits.
Only 59% of Baby Boomers are likely to have made changes toward living sustainably, with 62% of Gen X and 67% of Millennials showing a greater uptake.
Customers in Brazil (44%), China (43%), Austria (42%), and Italy (41%) are the most likely to have made a significant or total change towards a sustainable lifestyle.
Japan had the lowest percentage at 16%.
21% of consumers in the US showed the highest percentage of people who had made no changes at all.
Post-pandemic, 50% of global consumers said that they had become more eco-friendly in the past six months.
55% of consumers globally are willing to pay more for products or brands that are trying to improve the environment.
This is down from 58% the previous year - due to the cost-of-living crisis.
If a business had a poor environmental track record, it would alienate 84% of consumers.
Consumers are increasingly willing to make more conscious eco-friendly choices, particularly post-pandemic, including travel, and researching and buying sustainable products online. Global Google searches for topics related to sustainable products increased by around 130% between 2017-2022, and 75% of sustainable goods sell better online than in-store.
Younger generations, particularly Gen Z and Millennials are leading the way and making more ecofriendly choices. Gen Z have been labelled as the eco-conscious generation, with 82% of them expressing concern about the state of the planet, and 72% already changing their behavior to reduce their environmental impact. 54% of Gen Z will pay 10% more on a sustainable product, compared to 50% of Millennials and just 23% of Baby Boomers.
Sources: Media Cat Magazine, Good Maker Tales, The Roundup
81% of travelers worldwide believe that sustainable travel is important.
76% of travelers surveyed in 2023 say they want to travel more sustainably over the next 12 months.
77% of travelers aged between 18-29 say that sustainability impacts their travel decisions, compared to 48% of travelers aged 51 and above.
61% of survey respondents say the pandemic has made them want to travel more sustainably.
50% of travelers tend to choose sustainable travel options as they care about the impact of their travels.
53% are looking for accommodation that combines comfort with innovative sustainability.
Just 46% feel clear on how to arrange sustainable trips.
Searches for “sustainable travel” have increased by 191% from 2020 to 2023.
60% of travelers say they would like to use sustainable travel apps that unlock rewards for sustainable decisions.
Travelling in business class has a bigger carbon foot print, since first-class seats consume four times as much as economy.
The global sustainable tourism industry valued at $181.1bn USD.
The sustainable travel market in the business travel sector is expected to grow by $335.93 billion during 2023 - 2027.
Flights produced over 600 million tons of CO2 in 2022 globally.
Why are travellers choosing sustainable travel?
31% of travellers want to help reduce their impact on the environment.
46% of travellers are concerned about excess waste.
38% worry about threats to local wildlife.
30% of travellers are worried about overtourism.
29% want to reduce CO2 emissions.
26% say sustainable travel gives them a better travel experience.
61% of travelers are interested in learning more about Ecotourism.
How are travellers choosing to travel more sustainably?
79% of travellers want to use environmentally friendly modes of transport while on holiday, including walking, cycling, or using public transport rather than taxis and rental cars.
76% want to reduce their personal water usage when they’re travelling.
84% of travellers want to reduce general waste.
78% of travellers are preparing to travel outside of peak season.
53% recommended buying local when travelling.
52% supported using public transport.
41% recommended finding a local restaurant that only uses locally sourced produce.
64% of travellers are willing to consider less-popular destinations to reduce overcrowding.
30% suggested choosing an eco-friendly certified accommodation over more traditional accommodation.
77% of travellers regularly turned off lights and appliances at their accommodation when they weren’t there.
67% turned off air conditioning.
60% reused the same towel multiple times.
55% reused the same reusable water bottle.
45% recycled their rubbish while travelling.
40% opted out of having their room cleaned daily.
The impact of travel and tourism on the environment is huge, contributing to 8% of global greenhouse emissions. It’s estimated that by implementing sustainable tourism practices, the environmental impact can be reduced by up to 60%.
Increasing numbers of travellers want to reduce the impact they have on the environment and actively seek out sustainable modes of transport, sustainable accommodation and apply sustainable practices when in a new destination.
The shift in consumer behaviour is encouraging destinations to invest in sustainable practices including renewable energy and waste reduction.
Sources: Avantio, Travel Perk, Economist, Vacation Travel,
Hotel and rental accommodation guests are willing to pay up to 75% more for an eco-friendly option.
73% of travelers are more likely to choose accommodation providers that advertise their sustainability practices.
65% of travelers would feel better about staying in a particular hotel or accommodation if they knew it had a sustainable certification or met certain sustainability requirements.
27% of travelers say they would like the choice to opt out of daily room cleaning to reduce water usage.
35% believe that air conditioners and heaters should be controlled by keycards or energy-saving sensors.
32% think that accommodation providers should offer information on local ecosystems, heritage, culture, and visitor etiquette.
27% would only like to use reusable plates and cutlery for meals and room service.
48% of travelers said the hardest part of traveling sustainably was choosing a sustainable accommodation option.
59% of travelers would like a filter option to make the decision of staying in sustainable accommodation easier.
Choosing sustainable accommodation costs an average of $151 less per night and is approximately 39% cheaper than non-sustainable options.
53% of global travelers say they are looking for accommodation that combines comfort with innovative sustainability features in 2024.
46% of travelers surveyed said that they had used sustainable accommodation during the past year.
62% of travelers plan to stay in sustainable accommodation at least once in the next year.
33% of travelers surveyed said that they had stayed in sustainable accommodation in the past year.
This is the equivalent to roughly 21.55 million people.
Choosing sustainable accommodation is increasing in popularity and travellers are more likely to choose accommodation if they can see they are demonstrating their sustainability practices. 75% of hotels' environmental impacts can be directly attributed to excessive consumption of resources such as water, energy, and waste.
Hotels and accommodations that adopt ways to reduce their impact on the environment, reduce waste, support and benefit their local community, and preserve local culture can be seen as working towards being more sustainable.
Sources: Radical Storage, Avantio
51% of travelers feel there aren’t enough sustainable travel options available.
49% want economic incentives to choose more sustainable options.
44% don’t know where to find sustainable travel options.
39% of people don’t trust that the travel options they find are truly sustainable.
53% of travelers said that sustainable travel options are too expensive.
42% said they can’t afford the extra cost.
32% said the lack of information is what stops them travelling more sustainably.
22% saw sustainable travel as being more time-consuming, and this was a barrier for them.
22% thought there would be a lack of sustainable travel destinations.
20% thought that sustainable travel doesn’t meet the standard of luxury they are used to.
There are a number of barriers travellers noted that would prevent them choosing sustainable travel options. One of the top reasons being the lack of information and the lack of trust, 39% of people don’t trust that the eco-friendly options are truly sustainable. Hotels and rental accommodations need to demonstrate and communicate the sustainable practices they have in place as much as possible to consumers.
Source: Radical Storage, Vacation Travel
How sustainable are the Channel Islands?
You can get to the Channel Islands by ferry, which compared to air travel, can help reduce your carbon footprint – especially if you travel as a foot passenger.
The emissions in grams for a short flight (under 600km) is 244g compared with just 19g if you’re travelling as a foot passenger – you will also help to reduce emissions by leaving your car at home!
Sustainability in Jersey
The Channel Islands are taking steps to become more sustainable, and the islands have set a target to be carbon neutral by 2050. Jersey has a policy to achieve this which aims to protect Jersey’s unique natural environment and utilise its’ natural resources responsibly. Things Jersey are looking to consider include the air and soil quality, protecting the water supply, the amount of waste being produced and carbon neutrality.
If you’re looking for a sustainable stay in Jersey, the Seymour Group have been recognised with the Jersey Hospitality Association’s ‘Green Award’ for their dedication to sustainable practices including using local produce and resources.
Longueville Manor is committed to protecting the surrounding environment. The property’s’ “New Leaf” programme is dedicated to protecting the environment and grounds surrounding it and committed to developing sustainable practices in 5 areas - the environment, education, recycling, water saving, and energy saving. This is the perfect place to stay if you’re looking for sustainable accommodation in Jersey.
Sustainability in Guernsey
The States of Guernsey are committed to reducing emissions, in 2020 it was agreed they would aim to reduce emissions by 57%, based on 1990 levels by 2030. Roughly, 15% of emissions comes from the treatment of waste on the island.
Guernsey has a range of sustainability initiatives that Islanders are working hard on and that you can get involved in. These include:
- Beach cleans to clean up waste left on the beaches.
- Zero waste shopping – The Guernsey Weigh is the first zero waste store on the island and encourages customers to use refillable bags and jars only.
- Refill stations – refill your water bottle at one of the many stations around the island. This aims to reduce plastic water bottle waste.
- Hedge Veg stalls – in the lanes of Guernsey you’ll find veg stalls offering homegrown veg and produce, using an honesty box system. You’ll find tomatoes, cucumbers, potatoes and fresh eggs alongside homemade cakes, preserves and bread.
- EVie Bikes – explore the island using electric bikes.
The Duke of Richmond is one of Guernsey’s green hotels. They are committed to conserving energy and supporting local charities such as Clean Conscience and the British Exploring Society. They are working to eliminate single-use plastics and have found innovative alternatives, including biodegradable pasta straws and compostable coffee cup lids made from fermented corn starch.
Gothenburg has been recognised as the most sustainable destination globally for the seventh year in a row. The Gothenburg Green City Zone aims to eliminate emissions by 2030.
Around 60% of Sweden’s energy is produced through renewable sources.
Valencia, Spain won the European Green Capital Award 2024, they are working towards generating 100% of its electricity from renewable sources by 2025.
Iceland leads the way in renewable energy production and offers sustainable adventures like glacier hikes and geothermal pool visits.
Top 10 most sustainable travel destinations:
Sweden
Finland
Austria
Estonia
Norway
Slovakia
Slovenia
Iceland
Latvia
Switzerland
Top 10 most sustainable cities:
Melbourne, Australia
Madrid, Spain
Seville, Spain
Stockholm, Sweden
Tallinn, Estonia
Toronto, USA
Palma de Mallorca, Spain
Las Vegas, USA
Lisbon, Portugal
Munich, Germany
Sources: World Bank, OECD, US EPA
The global travel industry is facing increasing pressure to become more sustainable and reduce environmental damage. Gothenburg is considered one of the most sustainable cities, with roughly 95% of public transport running on renewable energy, 92% of hotels being certified as environmentally friendly and all restaurants which are part of the Taste of Gothenburg association have environmental diplomas or are in the process of getting the certification. Countries who adopt a sustainable way of living will see an increase in local economic growth.
30% of global travelers feel bad or ashamed about flying when they travel because of the impact on the environment.
22% say they research public transport links or bike rental options when they travel.
20% choose train travel over cars for long journeys.
Just 11% have rented a low-emissions car when traveling.
75% of global travelers plan to use more eco-friendly transport such as bikes or public transport on their next trip.
8% would be happy to take a longer journey to their destination by using trains instead of cars or planes, to reduce their carbon emissions.
18% of travellers would pay more to rent an electric car instead of a gas car on their travels.
33% would be willing to do so to reduce their carbon emissions.
23% said they have already chosen to travel to a destination closer to home to limit their effect on the environment.
Walking or cycling are the most sustainable ways to travel, but if you're looking to visit destinations further afield then trains are a low-carbon way to travel, especially for medium-length journeys. Taking a train instead of a car for medium-length distances can reduce emissions by around 80%.
Hopping on public transport can help reduce the amount of traffic on the roads and emissions, but green transport options such as electric trains are one of the best environmentally friendly alternatives.
Sources: LPR, Travel Radical,
Corporate travel is one of the world’s largest contributors to carbon emissions.
Business travel contributes to 53% of the total carbon footprint of PwC.
44% of corporate travel managers in North America said that travel sustainability was an increased priority for them in 2023-2024.
19% of corporate organisations had changed travel policies to reduce carbon emissions goals, and 35% of companies were reducing future business travel for sustainability reasons.
At businesses with sustainability programs, 92% of executives say that sustainability investment is increasing.
36% have increased their environmentally friendly commitments.
20% who didn’t have reduction targets, have now started considering them.
15% kept the same sustainability commitments they had.
53% of business travelers said they made a conscious effort to adopt more sustainable travel habits during their trips.
Business travel significantly impacts the environment and is one of the largest contributors to carbon emissions. Although the increase in online meetings increased during the pandemic, many businesses still need to meet face-to-face. It is estimated that nearly 18% of business travel was replaced by virtual meetings, and corporate travel budgets may only be around 71% of pre-pandemic levels. However, business travel is still one of the major contributors to carbon emissions, and businesses need to take steps to reduce their carbon footprint wherever possible.
Businesses can reduce their impact by reducing travel, choosing sustainable hotels or accommodation, if you must fly, then offset carbon emissions, alternatively use train travel or electric modes of transport where possible.
Sources: Greenly, City Suites, Green Match,
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