From reducing carbon footprints to supporting local economies, the desire to travel responsibly is growing. While traveler awareness around sustainability is at an all-time high, MMGY research shows that travelers don’t always follow through with their sustainable intentions. So what’s the disconnect, and how can the travel industry help travelers bridge this gap?
What MMGY Research Shows About Intent
When it comes to how travelers intend to take action toward more sustainable travel practices, our research shows a growing sense of personal responsibility as well as an expectation for travel brands to share the burden.
- 28% of European travelers actively avoid destinations or transportation options perceived as lacking a commitment to sustainability. (MMGY’s 2024 Portrait of European Travellers™)
- In the U.S., 57% of active leisure travelers are willing to pay a premium for providers that demonstrate environmental responsibility. (MMGY’s 2025 Portrait of American Travelers™)
- In Europe, 27% agree that they would be willing to pay an extra €100/£100 for a flight that would help reduce their carbon footprint. (MMGY’s 2024 Portrait of European Travellers™)
The desire to engage in more sustainable travel practices is there, but a notable 57% of European travelers expressed a desire to learn more about sustainable practices, hinting that they might not be as knowledgeable as they’d like to be. (MMGY’s 2024 Portrait of European Travellers™)
What MMGY Research Shows About Action
The majority of European travelers excel at putting well-known sustainable practices into action while traveling, like buying from local shops, eating at local restaurants or buying locally produced food, and using less single-use plastics.
Where actions fall short of intentions are in areas where travelers could benefit from more external guidance from travel brands. They struggle to visit during the offseason, book with environmentally friendly hotels and tour companies, research ways to support the local community, and use alternative modes of transportation. (MMGY’s 2024 Portrait of European Travellers™)
How the Tourism Industry Can Help Bridge the Gaps
Travelers readily adopt sustainable behaviors once they feel confident and informed. But the notable decline in travel-specific sustainability actions highlights a critical information gap – one that travel brands can address by providing clear, practical guidance.
Simply sharing information isn’t enough; credibility and authenticity are crucial. Brands that showcase real examples of their sustainability practices see stronger consumer engagement, underscoring travelers’ demand for transparency and proof of genuine commitment.
Ultimately, travelers’ enthusiasm for sustainable travel, along with their willingness to invest in it, hinges upon clear, credible communication from brands. By actively demonstrating their sustainable offerings and removing barriers to sustainable choices, travel brands can empower travelers to turn good intentions into lasting actions.
