Virtuoso presents report on how sustainable travel enhances the vacation experience

04-04-24

The latest report from the global luxury network of carefully selected leisure travel advisors and travel suppliers, Virtuoso, reveals a growing interest in sustainable tourism, highlighting that environmentally and socially conscious travel is not only possible, but significantly enriches the vacation experience. In response to global challenges such as geopolitical conflicts, tourism, and climate change, more than half of respondents admit to being motivated to adopt more responsible travel practices. 

This study, conducted among Virtuoso's travel advisors and high net-worth clients, shows a notable 9% increase over the previous year in the perception that sustainable travel boosts vacation satisfaction.

The trend toward avoiding crowds, with 76% of travel advisors indicating that their clients prefer to travel off-season, and a significant interest in exploring less crowded destinations, highlights the desire for more authentic and environmentally friendly experiences. In addition, the survey underscores an emerging preference for sustainable dining, with 68% of travelers favoring establishments that offer environmentally responsible culinary options.

The report also contemplates the future role of Artificial Intelligence in promoting sustainable tourism, while recognizing the irreplaceable importance of personalized human advice. Transparency in the cost of sustainable practices emerges as a crucial aspect of encouraging more responsible tourism. 

Virtuoso concludes that sustainability, far from being a constraint, represents a valuable opportunity for travelers to make a positive difference, supported by professional advisors who guide towards conscious decisions and memorable experiences.