As travel trends continue to evolve, sustainability is proving to be more than a passing one.
According to a recent survey from Virtuoso, travelers are increasingly prioritizing decisions that reduce pressure on destinations, support local communities and enhance the overall travel experience. The findings are based on responses from more than 250 Virtuoso travel advisors across the United States.
The survey found that overcrowding continues to be a major factor shaping travelers’ decisions. Fifty-seven percent of travel advisors report avoiding overcrowded destinations as a top priority, and another 25% say that supporting local communities and economies is a client preference, reflecting the growing demand for more intentional and immersive experiences.
“Clients are looking for experiences that are sustainable and considerate of the environment,” said Kelli Pierre, travel advisor at Travelmation. “They want to connect with nature in ways that feel genuine. They are opting for small-group, intimate experiences that respect nature, including the animals and people that live there. They still want to see the dolphins, but they want to know they are being treated ethically in their natural environment and not held captive or being exploited.”
Travel timing is also shifting. According to the survey, 79% of advisors say their clients are more frequently choosing to travel during off-peak periods. Among those travelers, 60% are motivated by the opportunity to avoid crowds and help mitigate overtourism, while 29% are drawn to the added value and flexibility associated with off-season pricing.
“The effects of overtourism on many of the popular ‘bucket list’ destinations are becoming more prevalent,” Pierre added. “For example, Greece has been trying to balance the benefits of tourism to the economy with the preservation of local culture for years. This has resulted in daily cruise passenger quotas and additional cruise passenger fees that may increase by destination and season.”
Despite growing interest in sustainable tourism, advisors say the lack of knowledge remains a barrier for many travelers. While 23% of advisors cite insufficient information as the primary reason clients hesitate to choose sustainable options, only 10% of advisors say price is viewed as a deterrent.
Travel advisors continue to play an important role in helping clients better understand how sustainable choices, such as traveling during shoulder seasons or selecting environmentally responsible experiences, can enhance a trip without compromising quality or value.
“I see my role more as an educator who provides clients with the facts and available options,” Pierre said. “When people know that there are companies committed to sustainability, and what that means for them in practice, it is an easy decision. I research the travel partners I work with to ensure they are using best practices in sustainability, such as reducing waste, using energy-efficient practices, sourcing local ingredients, making a positive local economic impact and [participating in] conservation efforts.”
Advisors also say that travel companies can strengthen consumer confidence by providing clearer, more accessible information about their sustainability efforts. Nearly half of advisors surveyed report that firsthand sustainability experiences, including educational trips and study tours, are the most effective way for travel partners to showcase their efforts.
“I think travelers are becoming more aware of our collective impact on the earth,” Pierre said. “We live on such a beautiful planet. If we want to preserve the delicate ecosystems we cherish, then we need to appreciate the care it takes to keep them that way. Small changes add up to make a big difference. With education and the increasing focus on local experiences, people can see that sustainability is not a sacrifice, but rather a meaningful way to learn more about our world.”
