The submit Customers in favour of sustainable commute however value is king: WTTC gave the impression first on TD (Commute Day by day Media) Commute Day by day Media.
The Global Commute & Tourism Council (WTTC) unveiled its newest document, exploring the vital hole between travellers’ want for sustainable choices and their exact behaviour. Introduced at FITUR 2025, Madrid, the document Bridging the Say-Do Hole: The way to Create an Efficient Sustainability Technique via Understanding Your Consumers was once evolved in collaboration with WTTC wisdom spouse YouGov.
The document explores the disconnect between what travellers say about sustainability and the selections they in the long run make.
It supplies actionable steering to Commute & Tourism companies on how they are able to cope with this hole via providing answers that make sustainable commute each extra obtainable and extra horny, in the long run balancing financial expansion and environmental duty.
The find out about, drawing on a survey of greater than 10,000 respondents, categorized travellers into six shopper segments, starting from the eco-conscious “Hopeful Worriers” to the disengaged “Local weather Exchange Agnostics”. Each and every team comes with distinctive behaviours, priorities, and boundaries to picking sustainable alternatives.
Working out those numerous views is very important for companies to craft efficient sustainability methods that resonate with their target market and power actual have an effect on.
In line with the knowledge, value and high quality stay the dominant priorities for travellers, outweighing sustainability concerns. Throughout all shopper segments, greater than 50% say value is crucial issue influencing buying choices, whilst round 30% prioritise high quality.
In stark distinction, sustainability is a number one issue for just a small minority, starting from 11% to 7%, even a few of the maximum environmentally awake teams.
A loss of visibility additionally stays a vital barrier to growth. Over 10% of respondents reported no publicity to sustainability messaging or data via any channel, together with mainstream media, social platforms, or community-driven tasks.
Julia Simpson, WTTC President & CEO, stated: “Travellers care about sustainability but if purchasing commute, value and high quality are king. Consumers be expecting companies to create inexpensive sustainable choices. However many WTTC firms encourage exchange – whether or not this is regrowing coral reefs or decreasing meals waste. Consumers interact with manufacturers that experience sturdy values.
“I’m overjoyed to collaborate with YouGov for this sort of the most important piece of labor. By way of last the say-do hole, we now not most effective offer protection to the planet however be sure extra rewarding studies for purchasers and a brighter and extra resilient long run for our planet.”
Analysis was once additionally performed via WTTC Member, Travel.com, culminating in The Sustainable Commute Shopper Record 2024. Travel.com’s document helps WTTC findings, noting the significance of value and making sustainability hassle-free, encouraging customers against extra sustainable motion.
Trade Suggestions
WTTC’s document gives seven key suggestions to assist the trade bridge this divide, calling on companies to guide via instance, partnering the place imaginable with different companies and governments on sustainability tasks.
To power actual exchange, the document recommends highlighting the industrial and private advantages of sustainable commute, making sure eco-friendly choices are easy and handy for customers, and introducing tiered praise programmes to inspire motion in any respect ranges.
Adapted advertising that speaks at once to the values and wishes of particular person customers has been proven to noticeably building up engagement throughout other segments. Designing out unsustainable choices to make sustainability the default selection can facilitate the decision-making procedure and strengthen the entire revel in.
Many Commute & Tourism firms are actively adopting sustainable practices and speaking them to customers.
Intrepid Commute prominently labels travel itineraries with their carbon have an effect on and offsets
emissions mechanically. Iberostar leverages AI era to cut back meals waste in its motels and prioritises underutilised fish shares. Hilton has supplied over 1,800 motels with EV charging issues, with just about a 3rd of its EMEA homes powered fully via renewable power.
As local weather motion turns into an crucial reasonably than an possibility, this document equips companies with the gear and insights they wish to thrive in a all of a sudden converting global.
WTTC urges all Commute & Tourism trade leaders to leverage this report back to encourage innovation and chart a sustainable trail ahead.
The submit Customers in favour of sustainable commute however value is king: WTTC gave the impression first on Commute Day by day Media.
