The travel research firm Phocuswright undertook one of the first big studies in responsible travel and sustainability nearly 15 years ago. And I remember well: it was hardly top of mind with travelers.
It’s amazing to see how consumer sentiment has changed, and how much work the in-destination experiences sector must do to catch up. The charts here are from our recent Tours, Activities & Sustainability report. They present a side-by-side view of the traveler sentiment on the left, and on the right, what tour and activity operators are doing.
What’s clear is younger travelers are already driving change (two in three travelers under 35 avoid activities they see as having a negative environmental impact). Meanwhile, the operator community needs to do more. Just one in three are taking deliberate steps to meet younger traveler expectations such as recycling or plastic reduction. And a little over one in 10 talk about their environmental impact in their marketing.
Zach Betten on UnsplashWe’d love to know what you are doing around sustainability, and what expectations you are seeing from your guests. Email us at [email protected] or join the discussion on LinkedIn.
About This Report
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
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