Half of Global Travelers Avoiding Experiences not Environmentally Responsible

It’s the rise of values-based booking: 88% of travelers say they are or are willing to avoid activities that damage the environment

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Brought to you by Generali Global Assistance

More than half of global travelers say they will avoid activities and experiences that they say they perceive as not being socially or environmentally responsible. 

Another third say that they are willing to change their behaviour. 12% of those questioned say they are not concerned. These preferences are affecting purchasing decisions on tours activities and experiences.

Half of Global Travelers Avoiding Experiences not Environmentally Responsible Arival Ben Finch

Arival’s new report, Tours, Activities & Sustainability, in partnership with Generali Global Assistance, examines how travelers and operators are thinking about, engaging with and adopting sustainable behaviors and practices.

It presents actionable recommendations for operators to consider as consumer behavior changes to become more environmentally responsible.

Travelers from the United States are less likely to travel more sustainably than those from Europe or Asia. However, a sizable majority say that they are or are willing to change their behavior.

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Operators should be taking action and educating travelers on the steps they are taking. Those saying they are most likely to avoid experiences are millennials and Generation Z — now the largest consumer cohort.

Boomers are least likely to change their behavior, with only 10% of them saying they would change their mode of transportation to reduce their carbon footprint.

Generali Global Assistance and Ipsos surveyed 1,000 U.S. travelers, 2,000 Asian travelers and 11,000 European travelers in the summer of 2021. Arival surveyed 1,200 day tour, activity and attraction operators and 870 multi-day tour operators in 2021.

Tours, Activities & Sustainability was carried out in association with insurance provider Generali Global Assistance.

Arival’s report, Tours, Activities & Sustainability, is available for $99 or free for Insider Pro members. Click here to download or learn more

Become an Insider Pro Access member to get a 20% discount off Arival 360 Las Vegas, as well as access to virtual events on-demand and premium research for a full year, starting at just $179

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