Skift Take

You might be investing thousands in making travel more sustainable, but your audience is still scratching their heads. Time to get back to basics: simplify your message and educate them!

Peden Doma Bhutia

While there is a growing awareness about sustainability among travelers, there remains a gap between awareness and action, according to Trip.com’s Sustainable Travel Consumer Report.

How big is the gap? While 92% acknowledge the importance of sustainable travel, a little less than 57% said they practiced it.

According to the survey, a principal reason for people not prioritizing or choosing sustainable travel options is “a lack of clear understanding of the concept.”

What's Confusing Travelers

While a majority said they are not entirely clear of the concept, 32% doubt the authenticity of sustainable products or initiatives, while 22% fail to see how