42% travellers in Asia and Middle East say sustainable choices can’t reverse damage, 30% downplay climate change – WiT

Booking.com has published its annual sustainable travel report, offering insights from over 31,000 travellers across 34 countries and territories, including Hong Kong. The findings reveal that while 83% of travellers consider sustainable travel important, there is a growing sense of weariness due to the ongoing challenges in making eco-friendly travel choices.

The report also features a list of global destinations with notable sustainable accommodations certified by third-party organizations, with Hong Kong highlighted as a top destination for environmentally conscious travellers in 2024.

The study shows that 45% of global travellers find sustainable travel important, though not a primary concern when booking trips. In Hong Kong, 66% of travellers plan to travel more sustainably in the next 12 months, with 28% expressing guilt over less sustainable choices. Motivations for sustainable travel include a belief in its moral importance, cited by 36% of respondents.

However, 25% of both global and Hong Kong travellers perceive climate change as less severe than portrayed, impacting their travel decisions. Many prioritise travel time over sustainability, with 34% of global and 28% of Hong Kong travellers feeling that sustainable practices are futile in destinations that do not prioritize them.

Travellers expect collaborative efforts to mitigate travel’s negative impacts. Globally, 71% wish to leave destinations in better condition, compared to 64% of Hong Kong travellers. Additionally, 45% of global travellers believe they can counteract social impacts of travel, while 43% see travel service providers as key to addressing environmental issues.

New data from Booking.com’s annual sustainable travel research reveals that 38% of people in Asia and Middle East feel travelling more sustainably is important, but not a primary consideration when planning or booking travel. 42% travelers in Asia and Middle East feel the damage already done is irreversible, and that the choices they make are not going to change that, while 30% of them don’t believe climate change is as severe as people make it out to be.

With 44% believing governments hold the most potential for countering economic impacts of travel, and 44% thinking travel service providers hold the key to counteracting the environmental factors, these new insights illuminate the need for increased collaboration to remedy nascent consumer feelings of powerlessness and ensure the continued prioritisation of a more sustainable travel industry.

The report highlights that consumers need support to achieve their sustainable travel intentions. For 34% of Hong Kong travellers, sustainable accommodation is more appealing, with 59% advocating for standardized sustainable certifications across travel booking sites. However, interest in learning about these certifications has dropped by 20 percentage points to 41% from the previous year, suggesting a need for clear, simple communication.

Despite frustrations, many travellers recognise the added value of sustainable travel. The report notes that 62% of global and 56% of Hong Kong travellers feel they are their best selves when travelling sustainably, carrying this positivity home.

“Many travellers remain optimistic and eager to positively impact their destinations. There is a critical opportunity for the industry to simplify sustainable choices,” said Danielle D’Silva, Head of Sustainability at Booking.com. “Consumer frustration should prompt us to maintain focus on impactful work for travellers and communities.”

Kyle Fu, Area Manager, North APAC, Booking.com, added, “The travel industry must reduce tourism’s adverse environmental impact. Travellers increasingly seek sustainable choices, and it is vital for travel providers to offer effective options. Booking.com is committed to diverse, sustainable travel options and partnering to inspire industry-wide action.”

Alongside its research, Booking.com has listed nine destinations with exceptional sustainable accommodations. These include:

• Monterey, United States
• Utrecht, the Netherlands
• Baie Sainte Anne, Seychelles
• Cork, Ireland
• Gothenburg, Sweden
• Hong Kong, China
• Akumal, Mexico
• Trondheim, Norway
• Vancouver, Canada