Study: Most Rate Sustainable Travel Important, But Find it Difficult to Do

sustainability
Photo by Freeimages.com/Michaela Kobyakov

Do you have a client who is interested in traveling sustainably? According to a new Pulse Poll from AIG Travel, most travelers rate traveling sustainably as important, but find it difficult to do. 

The study collected more than 1,500 responses from travelers and followers of the AIG brand. 52 percent of respondents said that it is important to travel sustainably, but 35 percent reported difficulty in doing so. “Not knowing how” was the top barrier (50 percent). 71 percent of respondents defined sustainable travel as “minimizing environmental impact,” despite the fact that the World Tourism Organization’s definition of the term is broader, incorporating both economic and social elements. 

Other key findings: 41 respondents questioned whether or not air travel is at odds with sustainable travel. In terms of who is responsible for traveling sustainable, respondents rated themselves (37 percent) and the travel industry (45 percent) about equally responsible. 

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