This March, Consumer Research & Insights Learning Circle reviewed Booking.com’s Sustainable Travel Report for 2024. The group discussed global travelers’ attitudes around sustainability in their trip planning, and how brands can respond. Travelers shared that they want to travel more sustainably, but many reported feeling like it wasn’t a priority or not wanting to make sacrifices. Some shared a larger sense of powerlessness around the impact they can have as a single traveler.
Learning Circle attendees also talked about how travel is a different mindset than other day-to-day purchase choices, and how these insights could translate for a CPG brand in terms of driving engagement with sustainable choices.