What: Luxury Travelers Are Looking for Sustainable Travel Post-COVID-19
According to a new survey from Virtuoso, a high percentage of affluent travelers are more concerned with sustainable and responsible travel as a result of COVID-19; in fact, more than 80% of respondents indicate that the pandemic made them want to travel more responsibly in the future. These findings are in line with the results of Virtuoso’s 2021 sustainability survey, which found that 78% of luxury travelers want to book with companies that have a strong sustainability policy, and 70% feel that traveling sustainability actually enhances their vacation experience. The continued concern with these issues year over year indicates that sustainability is likely to remain top of mind among upscale clients.
This conscious comeback will continue to transform the way we travel, and it reaffirms our belief that travel can be a force for good.
Why It Matters: Clients Are Willing to Pay More for Responsible Travel, But Need Guidance From Professionals
One of the biggest takeaways for travel advisors from the 2022 study is that affluent travelers are willing to pay more for sustainable experiences. With that said, transparency is a key factor in that spending decision — while survey respondents report that “cost is less of a factor when planning to implement sustainable travel practices,” 75% of those surveyed say they are willing to pay more to travel responsibly if they know how their funds are being used.
What’s more, the survey revealed that luxury clients need help navigating sustainable travel choices, with 40% indicating they would be encouraged to travel more responsibly if they were guided by a trusted source, which creates a world of opportunity for travel advisors to step in and guide them through the process.
Fast Facts: Upscale Travelers’ Views on Sustainable Travel
- According to the survey, the main ways that travelers support sustainable tourism include reducing waste by bringing reusable water battles, bags and other items; supporting wildlife conservation; traveling during the off-season or to less-visited destinations; contributing to causes that benefit the destinations and communities they visit; and seeking out sustainably minded travel companies.
- Virtuoso also found that the top trip types and destinations that travelers associate with or prioritize for sustainable travel include cultural tours, river cruising, heritage sites, African safaris, ocean cruising and island destinations.
What They’re Saying: The Pandemic Has Shifted Traveler Mindsets
“The pandemic has led to an interesting phenomenon, taking sustainable travel from afterthought to forethought for travelers who are now searching for more meaning in their lives, their actions and ultimately with their spend,” said Jessica Hall Upchurch, vice chair and sustainability strategist at Virtuoso. “Travelers want to know that they, and their money, are making a difference. The pandemic disrupted the industry unlike anything before, but it also shifted priorities, resulting in a renewed commitment from travelers to safeguard the planet and each other. This conscious comeback will continue to transform the way we travel, and it reaffirms our belief that travel can be a force for good.”
