New data from Booking.com’s annual sustainable travel report highlights significant trends and challenges faced by travellers in Asia and the Middle East. The report, which surveyed over 31,000 travellers globally, reveals a complex relationship between sustainable travel intentions and actual behaviours.While 83% of global travellers consider sustainable travel important, only 45% prioritise it when booking trips. In Asia and the Middle East, 38% of travellers deem sustainability essential but not a primary factor in their travel decisions. Furthermore, 42% believe that the environmental damage is irreversible, and 30% downplay the severity of climate change. Despite these challenges, there is a strong desire for collaborative efforts to mitigate the negative impacts of travel. Globally, 71% of travellers wish to leave destinations in better condition, and 44% see governments and travel service providers as crucial to addressing economic and environmental issues. Additionally, 56% of Hong Kong travellers feel they are their best selves when travelling sustainably, highlighting the personal benefits of eco-friendly travel. The report underscores the need for clear, simple communication and standardised certifications to support travellers’ sustainable intentions. Despite frustrations, there is an opportunity for the travel industry to simplify sustainable choices and maintain focus on impactful actions for travellers and communities. |