The findings reveal that while there is growing awareness of the importance of sustainability in travel, cost and quality remain the dominant factors in consumer decision-making. More than 50% of respondents cited price as their primary consideration when planning a trip, while approximately 30% prioritized the quality of the experience. In contrast, only 7% to 11% of participants, even those who are more environmentally conscious, considered sustainability a decisive factor. This disparity indicates that while travelers value the idea of sustainable practices, they are often unwilling to sacrifice affordability or quality for them.

Additionally, the report highlights a lack of visibility and effective communication about sustainable travel options. More than 10% of respondents stated that they had not received any information or messages related to sustainability through any channel, whether traditional media, social networks, or community initiatives. This absence of accessible and clear information may contribute to the gap between intention and action, as consumers may not be aware of available sustainable options or fully understand their benefits.

WTTC President and CEO Julia Simpson commented: "Travelers care about sustainability, but when it comes to purchasing, price and quality prevail. Customers expect businesses to offer affordable sustainable options. Fortunately, many WTTC members are already making a difference, whether by regenerating coral reefs or reducing food waste. Customers connect with brands that have strong values." This observation underscores the need for travel industry businesses not only to implement sustainable practices but also to communicate them effectively and integrate them into their value propositions to attract consumers.

The WTTC report offers seven key recommendations to help the industry bridge the gap between intention and action. Among them is the need for companies to lead by example by adopting sustainable practices in their operations and collaborating with other companies and governments on joint initiatives. Highlighting the economic and personal benefits of sustainable travel is another essential strategy; by communicating how these practices can result in savings or more enriching experiences, businesses can make sustainable options more appealing to consumers.

Making eco-friendly choices simple and convenient is equally important. By streamlining the selection process and removing barriers to adopting sustainable practices, companies can increase the likelihood of consumers opting for them. Implementing tiered reward programs that incentivize action at all levels can also be effective, as they recognize and motivate travelers to make more responsible decisions.

Personalized marketing, aligned with the specific values and needs of each consumer, has been shown to significantly increase engagement. By tailoring messages and offers to individual preferences, businesses can connect more deeply with their customers and foster loyalty toward sustainable practices. Additionally, eliminating non-sustainable options and making sustainability the default choice can simplify decision-making and enhance the overall customer experience, guiding them toward responsible choices without requiring additional effort.

Several travel and tourism companies are already adopting sustainable practices and actively informing consumers about them. For example, Intrepid Travel includes clear labels on its itineraries indicating the carbon impact of each trip, allowing travelers to make informed and conscious decisions about their environmental footprint. These initiatives not only educate consumers but also set a standard for transparency and responsibility within the industry.