The World Travel & Tourism Council (WTTC) unveiled its latest report today, exploring the critical gap between travellers’ desire for sustainable options and their actual behaviour. Launched at FITUR 2025, Madrid, the report Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers was developed in collaboration with WTTC knowledge partner YouGov. The report explores the disconnect between what travellers say about sustainability and the choices they ultimately make. It provides actionable guidance to Travel & Tourism businesses on how they can address this gap by offering solutions that make sustainable travel both more accessible and more attractive, ultimately balancing economic growth and environmental responsibility.
The study, drawing on a survey of more than 10,000 respondents, categorised travellers into six consumer segments, ranging from the eco-conscious “Hopeful Worriers” to the disengaged “Climate Change Agnostics”. Each group comes with unique behaviours, priorities, and barriers to selecting sustainable choices.
Understanding these diverse perspectives is essential for businesses to craft effective sustainability strategies that resonate with their audience and drive real impact. According to the data, cost and quality remain the dominant priorities for travellers, outweighing sustainability considerations. Across all consumer segments, more than 50% say cost is the most important factor influencing purchasing decisions, while around 30% prioritise quality.
In stark contrast, sustainability is a primary factor for only a small minority, ranging from 11% to 7%, even among the most environmentally conscious groups. A lack of visibility also remains a significant barrier to progress. Over 10% of respondents reported no exposure to sustainability messaging or information through any channel, including mainstream media, social platforms, or community-driven initiatives.
Julia Simpson, WTTC President & CEO, said: “Travellers care about sustainability but when buying travel, cost and quality are king. Customers expect businesses to create affordable sustainable options. But many WTTC companies inspire change – whether that is regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values.
“I am delighted to collaborate with YouGov for such a crucial piece of work. By closing the say-do gap, we not only protect the planet but ensure more rewarding experiences for customers and a brighter and more resilient future for our planet.”
To read the full report click here
Image: Pedro Lastra