agoda sustainable travel trends survey

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Agoda’s Sustainable Travel Trends Survey 2021

Agoda sustainable travel trends survey reveals traveler’s top concerns about tourism’s impact, and measures to make travel more sustainable.

• 26% of global travelers consider Governments most accountable for making positive environmental changes around travel, followed by tourism authorities (23%) and individuals themselves (20%) • Top pledges to travel more responsibly were #1 manage waste, including using less single-use plastic, #2 switch off lights and air conditioner and #3 always look for eco-friendly accommodation • The practices most associated with sustainable travel are #1 renewable energy and resources, such as solar, wind, hydroelectric and water, #2 no single-use plastic, followed by both animal conservation and creating a smaller carbon footprint as #3

The findings suggest that overtourism and pollution of beaches and waterways are the top two concerns of the impact of tourism, with deforestation and energy inefficiencies (including overconsumption of electricity and water) ranking third.

Governments Considered Most Responsible to Make Travel More Sustainable

Globally, the public considers Governments most accountable for making positive environmental changes around travel, followed by tourism authorities (23%) and individuals themselves (20%). When it came to holding governments most accountable, those in Indonesia and UK were most likely to do so (36%). China followed not too far behind at 33%, with Australia and Malaysia in fourth and fifth place at 28% and 27% respectively. The markets most likely to cite themselves or individuals as most responsible for making changes to traveling sustainably were Thailand (30%), Japan (29%) and the US (28%).

Pledges to Travel More Sustainably

• Manage my waste during my travel period (e.g., use less single-use plastic)
• Switch off the air conditioner and lights when I leave my room
• Always look for eco-friendly accommodation
• Manage my carbon footprint (e.g., taking most journeys by bus, train or boat, or paying for carbon offset)
• Do my part to reuse hotel amenities, such as towels and bedding
• Shop local/choose independent businesses
• Going to lesser-known destinations
• Pick up litter when I visit the beach
• Request for no toiletries in the room as I can bring my own
• Use reef-friendly products on beach trips

No ‘One Size Fits All’ for Sustainability

The practices most associated with sustainable travel are #1 renewable energy and resources, such as solar, wind, hydroelectric and water, #2 no single-use plastic, and joint number #3 animal conservation and creating a smaller carbon footprint.

Energy-saving solutions, such as key cards, motion sensors, and using natural cleaning products, are the other key practices.  Interestingly, buying locally sourced products, reusing bedding or towels during holiday stays, and visiting off-the-beaten-track destinations are the bottom three practices out of the top 10 associated with sustainable travel.

“While there are different interpretations of what practices are eco-friendly or sustainable, most of the public are keen to be able to do their part, by actively pledging to choose eco-friendly properties or make smarter environmental choices when traveling. One of the easiest ways to counter concerns about overtourism is to consider traveling to off-the-beaten-track destinations. This past year at Agoda, we have seen a shift in travel patterns as people, limited to domestic travel, explore lesser-known areas. If managed well, not only does this help support independent hoteliers and accommodation providers that rely economically on the tourist dollar, it can help lessen the environmental burden on overcrowded areas.” “As an industry, we need to continue to find ways to help individuals achieve these goals be it making it easier to search and find sustainable properties on Agoda or supporting and encouraging more partners to use key cards for power, use renewable energy sources or offering carbon-offsetting options for travel products.” – John Brown, CEO Agoda

Read Agoda’s Sustainable Travel Trends Survey 2021 .

The GSTC Industry Criteria

All topics raised in Agoda’s Sustainable Travel Trends Survey 2021 are covered in the GSTC Industry Criteria and suggested indicators for hotels.

The GSTC Industry Criteria is widely used by hotels and other types of accommodations. The GSTC Criteria have been built on decades of prior work and experience around the world, and they take into account the numerous guidelines and standards for sustainable tourism from every continent. During the process of development, they were widely consulted throughout the globe, in both developed and developing countries, in several languages. They reflect our goal in attaining a global consensus on sustainable tourism.

You can learn more about the GSTC Criteria on the GSTC website or by joining one of the GSTC sustainable tourism training courses .

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Agoda Sustainable Travel Trends Survey Reveals People’s Top Concerns about Tourism’s Impact, and Measures to Make Travel More Sustainable

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The findings from the Survey launched today to mark World Environment Day 2021 (5 June) also revealed globally that overtourism, and pollution of beaches and waterways are the top two concerns of the impact of tourism, with deforestation and energy inefficiencies (including overconsumption of electricity/water) ranking joint third.

Governments considered most responsible for making changes to make travel more sustainable

Globally, the public considers Governments most accountable for making positive environmental changes around travel, followed by tourism authorities and individuals themselves. When it came to holding governments most accountable, those in Indonesia and UK were most likely to do so (36%), Mainland China followed not too far behind at 33%, with Australia and Malaysia in fourth and fifth spot (28% and 27% respectively). The markets most likely to cite themselves or individuals as most responsible for making changes to traveling sustainably were Thailand …

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Agoda’s Eco Deals Survey: 4 in 5 travelers care about more sustainable travel

March 29, 2024

As travelers venture to explore new horizons, they are increasingly mindful of the potential impact of their choices. According to a survey conducted by digital travel platform Agoda, 77% of travelers care about more sustainable travel. Respondents highlighted that financial incentives, the availability of sustainable travel packages and clearer guidance on sustainable travel practices could encourage them to make more sustainable choices on their next trip.

Over ten thousand respondents were polled on Agoda’s platform, from ten markets across Asia. Almost 8 in 10 travelers stating their willingness to make more sustainable travel choices: with 18% of respondents indicating that they would always make every effort to ensure they travel more sustainably. Still 22% of travelers rarely consider sustainability in their travel decisions – with Japan’s travelers least concerned (45%) versus only 8% of travelers from the Philippines.

Financial incentives could play a key factor in making more sustainable choices

Agoda’s Eco Deals Survey also asked respondents for the key factors that could help encourage them to make more sustainable travel choices. In all markets, financial incentives came out on top, with an average of 45% of respondents highlighting incentives like discounts as the key factor. This sentiment was particularly strong in Singapore (58%), Taiwan (54%) and Indonesia (47%).

The availability of sustainable travel packages ranked second, with offerings ranging from guided conservation hikes to supporting local initiatives of more interest to travelers from the Philippines (28%), Vietnam (24%) and Thailand (23%). Clear guidelines on sustainable travel practices (#3), education and awareness on environmental impact (#4), and relevant sustainability policies from the local government (#5) completed the top five.

Enric Casals, Associate Vice President at Agoda, said “The message is loud and clear: Travelers want to make more sustainable choices. Agoda’s Eco Deals Program offers travelers a range of great value deals on selected properties, and for every booking, Agoda donates one US dollar to local conservation projects of World Wide Fund for Nature (WWF). With a total donation target of up to one million US dollars, we are helping travelers to see the world for less, and do their part to give back to the destinations they care about.”

When asked which sustainable travel practices travelers would prioritize on their trips, across Asia, over a quarter (26%) of the respondents chose supporting local communities through actions such as purchasing locally made products or contributing to local initiatives.

Recycling and waste reduction (20%), like reusing towels and bed linens, was the second-most named preferred action by all travelers, followed by participating in conservation-focused activities and tours in third with 17% of the votes. Other key practices include opting for accommodations with sustainability certifications in fourth and selecting more sustainable transportation options in fifth.

Since the launch on 3 March 2024, World Wildlife Day, anyone traveling to Southeast Asia can book Eco Deals on Agoda. For every Eco Deals booking, a dollar is donated to World Wide Fund for Nature (WWF) conservation projects aimed at protecting wildlife and conserving critical habitats in Southeast Asia. In addition, travelers can benefit from a discount of up to 15%. More information can be found on www.agoda.com/ecodeals .

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Overtourism, beach pollution top travellers’ concerns about tourism’s environmental impact: survey

Easy identification of sustainable eco-friendly travel options, limited use of single-use plastics and financial incentives for accommodation providers who maximise energy efficiencies are the top three measures needed to make travel more sustainable, according to Agoda’s Sustainable Travel Trends Survey.

Establishing more protected areas to limit tourist numbers and removal of single-use bathroom amenities round out the top five global measures.

The findings from the survey which polled 18,327 respondents across 14 markets was launched to mark World Environment Day 2021 on June 5. The survey also revealed that globally, overtourism, as well as pollution of beaches and waterways are the top two concerns of the environmental impact of tourism, with deforestation and energy inefficiencies (including overconsumption of electricity/water) ranking joint third.

Globally, the public considers governments most accountable for making positive environmental changes around travel, followed by tourism authorities and individuals themselves.

When it came to holding governments most accountable, those in Indonesia and the UK were most likely to do so (36 per cent). China followed not too far behind at 33 per cent, with Australia and Malaysia in fourth and fifth spot (28 per cent and 27 per cent, respectively).

The markets most likely to cite themselves or individuals as most responsible for making changes to travelling sustainably were Thailand (30 per cent), Japan (29 per cent) and the US (28 per cent). Meanwhile, China (11 per cent), the UK (13 per cent), and Vietnam (14 per cent) were least likely to attribute responsibility to the individual.

When asked what they would pledge to do better in a post-Covid travel scenario, the top responses globally were #1 manage their waste including using less single-use plastics, #2 switch off the air-con and lights when leaving their accommodation, and #3 always look for eco-friendly accommodation. Interestingly, despite overtourism being the biggest concern, going to lesser-known destinations only ranked seventh out of 10 as a pledge to do better.

The top practices most associated with environmentally-friendly or sustainable travel are #1 renewable energy and resources like solar, wind, hydroelectric and water, #2 no single-use plastics, and joint #3 animal conservation and creating a smaller carbon footprint.

Other energy-saving solutions such as key cards or motion sensors, and using natural cleaning products are the other key practices. Interestingly, buying locally sourced products, reusing bedding or towels during holiday stays and visiting off-the-beaten track destinations are the bottom three practices out of 10 associated with sustainable travel.

John Brown, CEO of Agoda, said: “We can see from the Agoda Sustainable Travel Trends Survey that the messages of taking simple steps such as switching off lights and air-conditioning when leaving the room or reducing waste by minimising use of single-use plastics are being embraced by the public across the globe. What is also clear is that while globally, the message is governments need to take the lead on managing sustainable travel, there is recognition that some responsibility lies with people’s own behaviour.

“While there are different interpretations of what practices are eco-friendly or sustainable, most of the public are keen to be able to do their part, by actively pledging to choose eco-friendly properties or make smarter environmental choices when travelling.

“One of the easiest ways to counter concerns about overtourism is to consider traveling to off-the-beaten track destinations. This past year at Agoda, we have seen a shift in travel patterns as people, limited to domestic travel, explore lesser-known areas. If managed well, not only does this help support independent hoteliers and accommodation providers that rely economically on the tourist dollar, it can help lessen the environmental burden on overcrowded areas.”

“As an industry, we need to continue to find ways to help individuals achieve these goals, be it making it easier to search and find sustainable properties on Agoda or supporting and encouraging more partners to use key cards for power, use renewable energy sources or offering carbon-offsetting options for travel products.”

The increase in desire to travel more sustainably was most prevalent among respondents from South Korea, India and Taiwan (35 per cent, 31 per cent and 31 per cent, respectively).

However, looking at the figures globally, while 25 per cent have an increased desire to travel more sustainably, 35 per cent said their desire to do so has decreased. The markets reporting the biggest proportional decrease were Indonesia (56 per cent), Thailand (51 per cent) and the Philippines (50 per cent).

Brown said: “It’s concerning that many people see sustainable travel as less important today than they did before Covid-19, but I hope that is just a short-term effect, driven by people’s thirst to get back out there and travel any way they can.”

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Creating an impact together: How Agoda gave back to our communities in 2022

• By Agoda Careers
• February 25, 2023

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2022 was a year of remarkable growth and new learnings for Agoda. Yet amidst all the change, our commitment to giving back to the world and our communities remained as strong as ever. As a travel company, we have a deep appreciation for the incredible people and places around us and a responsibility to take care of them and drive positive change worldwide.   

There are countless ways to make a difference as individuals and as a company. Throughout last year, we strengthened our ongoing partnerships with organizations, championed diverse initiatives, and pitched in to help local communities in need. Education was also a force for good this year. We invested in spreading knowledge to our partners and inspiring our customers to support sustainable travel.

Read on to see what we got up to!

Supporting tourism communities

Throughout 2022, we expanded this program to Ban Laem ( Suphan Buri ) and Bang Kobua (Samut Prakan) with the help of Local Alike , a local community-based tourism platform that connects tourists with people in local communities. Th is program won us the CSR Excellence Award from the  American Chamber of Commerce in Thailand .

Encouraging travel that gives back

Through Agoda’s Sustainable Travel Trends Survey 2021 , we found that consumers want to travel more sustainably, and that polluted beaches and waterways are among their top concerns. Our CSR & Sustainability and Partner-facing teams took this forward and teamed up with the World Wide Fund for Nature (WWF)  to launch the Eco Deals campaign in Australia, Indonesia, Malaysia, Singapore, and the Philippines.   

Through this campaign , travelers can select from various accommodation deals with up to 15% discounts. In turn, Agoda donate s $1 for every booking towards local WWF offices’ conservation efforts in restoring marine habitats, such as coral reefs and mangroves in Southeast Asia, or protecting wildlife affected by floods in Australia.  

To make sustainable choices easier for everyone, we also introduced the Travel Sustainable program in November 2022. This program enables customers to search for sustainable properties on Agoda, and awards badges to properties that meet certain sustainability standards. Along with our sister brands, we now recognize over 430,000 properties worldwide as of February 2023, making it easy for travelers to find accommodations that align with their values.

Promoting sustainable travel practices

Partnering for positive change

Providing support through donations

In 2022, we came together to support vital humanitarian aid worldwide. Agodans contributed to relief efforts in Pakistan, Malaysia, Ukraine, the Philippines, and the United States through company-wide fundraising campaigns.

Building a greener Bangkok

Supporting diverse initiatives

Giving back on Giving Tuesday

2022 was filled with fantastic initiatives, but there’s still more work to be done. Follow us on our social media ( LinkedIn , Facebook , Instagram ) to see what we do next!  

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Easy identification of sustainable eco-friendly travel options, limited use of single-use plastics and financial incentives for accommodation providers who maximize energy efficiencies are the top three additional measures needed to make travel more sustainable according to Agoda’s Sustainable Travel Trends Survey. Establishing more protected areas to limit tourist numbers and removal of single-use bathroom amenities round out the top five global measures.

The findings from the Survey launched to mark World Environment Day 2021 also revealed globally that overtourism, and pollution of beaches and waterways are the top two concerns of the impact of tourism, with deforestation and energy inefficiencies (including overconsumption of electricity/water) ranking joint third.

Filipinos’ concerns are ranked a bit differently with polluted beaches and waterways being the top concern of 26%, followed by overtourism (24%). Single-use plastics in destination accommodations and deforestation rank third at 14% each.

Globally, the public considers Governments most accountable for making positive environmental changes around travel, followed by tourism authorities and individuals themselves. When it came to holding governments most accountable, those in Indonesia and UK were most likely to do so (36%), China followed not too far behind at 33%, with Australia and Malaysia in the fourth and fifth spots (28% and 27%), respectively. The markets most likely to cite themselves or individuals as most responsible for making changes to traveling sustainably were Thailand (30%), Japan (29%) and the US (28%). Meanwhile, China (11%), the UK (13%), and Vietnam (14%) were least likely to attribute responsibility to the individual.

When asked what they would pledge to do better in a post-COVID travel scenario, the top responses globally were #1 manage their waste including using less single-use plastics; #2 switch off the air con and lights when leaving their accommodation; and #3 always look for eco-friendly accommodation. Interestingly, despite overtourism being the biggest concern, going to lesser-known destinations only ranked seventh of out of 10 as a pledge to do better.

For their part, Pinoys’ top two pledges were to patronize eco-friendly accommodations and to manage their waste such as by using less single-use plastics, at 49% each. 26% are pledging to shop local, while 25% are pledging to switch off the air conditioner and lights when they leave the room when they travel in the future.

The top practices most associated with environmentally friendly or sustainable travel globally are #1 renewable energy and resources like solar, wind, hydroelectric, and water; #2 no single-use plastics; and jointly taking up #3, animal conservation and creating a smaller carbon footprint. 

Zooming in to the Philippines, 43% of Filipinos associate sustainability with accommodations using renewable energy/water sources, while 39% see eco-friendly building design or furnishings and 36% consider buying local products from local sellers to be helpful practices to travel sustainably.

Energy saving solutions such as key cards or motion sensors and using natural cleaning products are the other key practices noted by the survey participants. Interestingly, buying locally sourced products, reusing bedding or towels during holiday stays, and visiting off-the-beaten track destinations are the bottom three practices out of 10 associated with sustainable travel globally. 

“We can see from the Agoda Sustainable Travel Trends Survey that the messages of taking simple steps such as switching off lights and air conditioning when leaving the room or reducing waste by minimizing use of single-use plastics are being embraced by the public across the globe. What is also clear is that while globally the message is Governments need to take the lead on managing sustainable travel, there is recognition that some responsibility lies with people’s own behavior,” explains John Brown, Agoda CEO. 

“While there are different interpretations of what practices are eco-friendly or sustainable, most of the public are keen to be able to do their part, by actively pledging to choose eco-friendly properties or make smarter environmental choices when traveling. One of the easiest ways to counter concerns about overtourism is to consider traveling to off the beaten track destinations. This past year at Agoda, we have seen a shift in travel patterns as people, limited to domestic travel, explore lesser-known areas. If managed well, not only does this help support independent hoteliers and accommodation providers that rely economically on the tourist dollar—it can help lessen the environmental burden on overcrowded areas.   

“As an industry, we need to continue to find ways to help individuals achieve these goals be it making it easier to search and find sustainable properties on Agoda or supporting and encouraging more partners to use key cards for power, use renewable energy sources, or offering carbon-offsetting options for travel products.” continued Brown. 

COVID negatively impacts attitudes to sustainable travel   

The increase in desire to travel more sustainably was most prevalent among respondents from South Korea, India, and Taiwan—35%, 31%, and 31% respectively. However, looking at the figures globally, while 25% have an increased desire to travel more sustainably, this compares with 35% whose desire to do so decreased. The markets reporting the biggest proportional decrease were Indonesia (56%), Thailand (51%) and the Philippines (50%).

“It’s concerning that many people see sustainable travel as less important today than they did before COVID-19, but I hope that is just a short-term effect, driven by people’s thirst to get back out there and travel any way they can,” Brown concluded. 

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Agoda Releases Sustainable Impact Survey Findings

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Agoda Sustainable Travel Trends Survey Reveals People's Top Concerns about Tourism's Impact, and Measures to Make Travel More Sustainable

SINGAPORE , June 3, 2021 /PRNewswire/ -- Easy identification of sustainable eco-friendly travel options, limited use of single-use plastics and financial incentives for accommodation providers who maximize energy efficiencies are the top three additional measures needed to make travel more sustainable according to Agoda's Sustainable Travel Trends Survey . Establishing more protected areas to limit tourist numbers and removal of single-use bathroom amenities round out the top five global measures.

"While there are different interpretations of what practices are eco-friendly or sustainable, most of the public are keen to be able to do their part, by actively pledging to choose eco-friendly properties or make smarter environmental choices when traveling . One of the easiest ways to counter concerns about overtourism is to consider traveling to off the beaten track destinations. This past year at Agoda, we have seen a shift in travel patterns as people, limited to domestic travel, explore lesser-known areas. If managed well, not only does this help support independent hoteliers and accommodation providers that rely economically on the tourist dollar, it can help lessen the environmental burden on overcrowded areas.

"As an industry, we need to continue to find ways to help individuals achieve these goals be it making it easier to search and find sustainable properties on Agoda or supporting and encouraging more partners to use key cards for power, use renewable energy sources or offering carbon-offsetting options for travel products." continued Brown.

COVID negatively impacts attitudes to sustainable travel

The increase in desire to travel more sustainably was most prevalent among respondents from South Korea , India and Taiwan , 35%, 31% and 31% respectively. However, looking at the figures globally, while 25% have an increased desire to travel more sustainably this compares with 35% whose desire to do so decreased. The markets reporting the biggest proportional decrease were Indonesia (56%), Thailand (51%) and the Philippines (50%).

"It's concerning that many people see sustainable travel as less important today than they did before COVID-19 , but I hope that is just a short-term effect, driven by people's thirst to get back out there and travel any way they can," John Brown concluded.

• More Americans are most concerned about polluted beaches, followed by overtoursim, and energy inefficiencies.
• Americans take complete accountability, with 28% claiming they themselves are responsible for making changes around tourism to make traveling more sustainable, followed by both tourism authorities and Governments tied at 16%
• US top pledges to travel more sustainably post-Covid are #1 switch off air conditioner and lights when leaving their hotel room, #2 reuse hotel amenities such as towels or bedding and joint #3 shopping local or independent businesses and managing their waste
• Practices that are considered most helpful to travel sustainably by Americans are accommodations using renewable energy or water source, key cards to power electricity in an accommodation, and destinations that are not high-density tourist spots
• What do they associate with sustainable travel? Use of renewable energy 36%, energy saving 26%, no single use plastics and buying local both tie at 25%
• The additional measures to help make travel more sustainable according to Americans are easy identification of eco-friendly travel options, limiting use of single-use plastic in airlines or accommodations, and financial incentives to accommodation providers who maximize energy efficiency

Diving deep into the data  

On additional measures:  

• While making it compulsory for travelers to pay a sum for carbon off-setting is selected by the least as a measure that could be implemented to make travel more sustainable, respondents in India were most likely to support this concept, versus Mainland China which is the market least likely to do so, followed by US and Taiwan markets.
• Taiwan , Singapore , Thailand , Mainland China and Australia are the markets most likely to suggest financial incentives for accommodation providers who maximize energy efficiency
• Japan is the market least likely to recommend more protected areas to limit tourist numbers followed by South Korea and the US. Meanwhile, the Philippines , Indonesia and Malaysia markets are most likely to
• UK tops the list as the market most likely to support limiting use of single-use plastics in airlines or accommodation, closely followed by Australia , Indonesia , and the Philippines . Mainland China , Taiwan , the US and Japan are least likely to suggest this measure
• Malaysian, Filipinos and Indonesians are most favorable for easy identification of sustainable or eco-friendly travel options, such as flagging with an environmental tag on a digital travel platform. While still their number one measure overall, US and Japan are the bottom two markets for such identification
• Removal of single-use bathroom amenities is most favored by Taiwan , Japan and UK

On responsibility for change to make travel more sustainable:  

• All generations selected governments as the top response for who is most responsible except for the Silent Gen (those born before 1946), who has the largest proportion which consider individuals as most responsible
• Men are marginally more likely to cite governments as most responsible (28%), followed by tourism authorities (21%) and Themselves (20%). An equal portion of women hold government and tourism authorities as most responsible (25%), followed by themselves, (19%).

On Pledges for more sustainable travel

Global Top Ten pledges to travel more sustainably

• Manage my waste during my travel period (e.g., use less single-use plastics)
• Switch the air conditioner and lights off when I leave my room
• Always look for eco-friendly accommodation
• Try to manage my carbon footprint (e.g., taking most journeys by bus, train or boat, or paying for a carbon offset)
• Do my part to reuse hotel amenities such as towels or bedding
• Shop local/choose independent businesses
• Going to lesser-known destinations
• Pick up litter when I visit the beach
• Requesting for no toiletries in the room as I can bring my own
•  Use reef-friendly products on beach trips
• Philippines , Malaysia and India are most likely of all markets to pledge to look for eco-friendly accommodation
• Singapore , UK and Australia are the markets most likely to pledge to reuse hotel amenities such as towels and bedding, compared to Indonesia , Philippines , Mainland China and Thailand which are the least likely to
• Indonesia , Philippines and Malaysia most likely to pledge to go to lesser-known destinations to travel more sustainably, with Japan , UK and Taiwan least likely to
• While managing waste including using less single-use plastics is a top three pledge for all markets, South Korea , Thailand and Philippines are the markets most likely to pledge this
• Despite pollution of waterways being cited as the number two concern for the impact of travel, picking up litter off beaches ranks only #8 out of 10 in pledges to travel more sustainably, with only 18% pledging to do so
• Vietnam , Thailand , Indonesia , Philippines and Mainland China are top markets to pledge to pick up litter when visiting the beach. Respondents in Singapore , Taiwan and Japan are least likely to
• Shopping local is at #6 in the pledges with Australia (35%), UK (31%) and US (28%) most likely to pledge this, and Japan (5%), Mainland China (9%) and Taiwan (11%) least likely to
• Higher percentage of women pledge to manage waste (44% versus 40%) and switched off aircon/lights (44% versus 36%) than men
• Bottom five pledges globally from last - using reef friendly products on beach trips (14%), requesting no toiletries as can bring my own (17%), picking up litter when visiting the beach (18%) going to lesser-known destinations (19%), and shopping local (21%)
• While both women and men's top three pledges are the same, women's top four is rounded out by a pledge to reuse hotel amenities, versus men who pledge bigger actions such as trying to manage carbon footprint in their fourth spot
• Singaporeans are more likely to pledge to switch off aircon and lights when they leave the room and reuse amenities, compared to other markets
• Philippines (49%), Malaysia (43%) and India (42%) are most likely to always look for eco-friendly accommodation when they travel post COVID-19
• Conversely, public in the UK (14%), Mainland China (17%), US (17%), Japan (18%) and South Korea (18%) are least likely to look for eco-friendly accommodation as a pledge

SOURCE Agoda

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Sustainable Travel Survey, Report, & Trends 2023 – 82% Say it is Important; 71% Would Pay More to Lower Carbon Footprint; 74% Plan to Make More Eco-Friendly Travel Decisions

Earth Day is April 22. And, it is now less than a month away. We just conducted our 2023 Summer Travel Survey that showed nearly 85% of American adults intend to travel. 42% said they will vacation more this summer than last. With so many people on the move, we wanted to know where Americans currently stood on sustainable travel and protecting the environment with climate change such a threat.

We set out to conduct this 2023 Sustainable Travel Survey to understand current American sentiment for traveling sustainably. How important is it to people? Do people intend to make more eco-friendly decisions when traveling? Is cost the most important factor when making a booking? How much more are American adults willing to spend to lower their carbon footprint? Below you can find the result of these questions as well as key takeaways and demographic comparisons.

Table of Contents

How important is sustainable travel (environmentally friendly) to you?

Photo: Eric Jones screenshot via SurveyMonkey

Let’s take a look at the survey results:

• Very Important. — 28.71%
• Somewhat Important. — 53.39%
• Not at All Important. — 17.90%

Interesting Demographic Comparison — Women are more likely than men to think sustainable travel is important. 30.42% of women said it was Very Important while only 26.71% of men did. Additionally, 57.01% of women said sustainable travel was Somewhat Important while only 49.15% of men did. Overall, 87.43% of women said sustainable travel had some importance to them while only 75.86% of men did.

Key Takeaway — More than 82% of American adults say sustainable travel is Very Important or Somewhat Important to them. The 82.1% that said this equates to 212 million people according to the latest census . 212 million American adults say environmentally friendly travel is Very Important or Somewhat Important to them. This seems like a lot, and it certainly is. However, it is 5.22% less than the 87.32% that said this in last year’s survey . This means more than 13 million fewer people say sustainable travel is Very Important or Somewhat Important to them this year. It’s certainly possible that inflation, cost of living, and other crises have altered their perception of the importance of sustainable travel.

Do you intend to make more sustainable (eco-friendly) decisions when planning travel?

• Yes, regardless if it inconveniences me. — 22.81%
• Yes, but only if it does not inconvenience me. — 51.52%
• No. — 25.66%

Interesting Demographic   Comparison  — The oldest generation of American adults over age 60 are the least likely to make more sustainable decisions when planning travel. 37.70% of people over 60 simply said “No” when asked. The percentage of people saying “No” decreased as age decreased. For example, only 27.61% of American adults aged 45-60 said “No”. And, only 22.96% of people aged 30-44 said “No”. Lastly, only 13.22% of American adults aged 18-29 said “No” they won’t make more sustainable decisions when planning travel. The younger generations clearly have more interest in being environmentally friendly.

Key Takeaway  —  Nearly 26% of American adults say they do not intend to make more sustainable decisions when planning travel. The 25.66% that said this represents more than 66 million people. In last year’s survey, only 18.43% or nearly 48 million American adults said this. This means within the last year, 7.23% of all American adults, or more than 18 million people halted intentions of making eco-friendly decisions when planning travel. These people do not intend to make more sustainable decisions even when it does not inconvenience them!

Which factor is most important to you when booking travel?

• Cost. — 59.78%
• Time and Convenience. — 35.59%
• Sustainability and Carbon Footprint. — 4.62%

Interesting Demographic   Comparison  — American adults in the West South Central region are the least likely to say Sustainability and Carbon Footprint is the most important factor when booking travel. Only 1.14% of people in this region said sustainability was the most important factor. The West South Central region contains the states of Arkansas, Louisiana, Oklahoma, and Texas. On the other hand, people in the Pacific region are the most likely to say Sustainability and Carbon Footprint is the most important factor when booking travel. 8.97% of people in this region made this statement. The Pacific region contains the states of Washington, Oregon, California, Alaska, and Hawaii.

Key Takeaway  —  Less than 5% of American adults say Sustainability and Carbon Footprint is the most important factor when booking travel . The 4.62% that said this equates to nearly 12 million people. This seems quite impressive, but again this figure is down from last year. In our 2022 survey, 6.84% said sustainability and carbon footprint is the most important factor when booking travel. The drop from 6.84% to 4.62% represents a percentage decrease in the last year of more than 32%!

How much more would you be willing to spend on your vacation in order to lower your carbon footprint from the trip?

• $0. — 29.11%
• Less than $50. — 29.30%
• Between $50 and $250. — 26.94%
• Between $250 and $500. — 10.62%
• Over $500. — 4.03%

Interesting Demographic   Comparison  — Women are more likely than men to say they would pay more for a vacation to lower their carbon footprint. 73.22% of women said they would be willing to pay some extra money. On the other hand, only 68.16% of men said they’d be willing to pay more for their trip to lower their carbon footprint.

Key Takeaway  —  Nearly 71% of American adults say they are willing to pay more for a family vacation to lower their carbon footprint from the trip. This 70.89% equates to nearly 183 million people. It includes the 29.30% of people that say they would spend less than $50 more and the 26.94% of people that say they would spend between $50 and $250 more. Additionally, it includes the 10.62% of American adults that say they’d spend between $250 and $500 more and the 4.03% of people that say they would spend over $500 more on a vacation to lower their carbon footprint. Keeping with the trend of this survey, this is less than the 78.28% of American adults that said they would pay more for a family vacation to be more sustainable in our 2022 survey.

Survey Methodology

This 2023 Sustainable Travel Survey was conducted by SurveyMonkey on behalf of The Vacationer. In total, 1,017 Americans over the age of 18 were polled on March 1 to March 2. Of those surveyed, 46.02% were male and 53.98% were female. The age breakdown of participants included in this survey was 22.32% in the range 18-29, 26.55% in the range 30-44, 26.35% in the range 45-60, and 24.78% over 60. This survey has a confidence level of 95% and a margin of error of ±3.136%. You can learn more about SurveyMonkey’s sampling method by clicking here .

The questions were chosen and the results were analyzed by the post author, Eric Jones, who is a Mathematics and Statistics Professor at Rowan College South Jersey .

Editorial Disclosure:   Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, hotel, airline, or other entity. This content has not been reviewed, approved, or otherwise endorsed by any of the entities included within the post.  

By Eric Jones

Eric Jones is the co-founder and head of operations of The Vacationer. He uses his background in mathematics as a professor at Rowan College South Jersey to conduct statistical studies and surveys on traveling and vacations. Having traveled to all 50 states and over 30 countries, Eric is well-equipped to recommend travel destinations and new adventures to those seeking lifetime experiences.

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• Thursday, 21 March 2024, 8:00 PM
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As Indian travellers embark on new journeys, they are increasingly conscious of the potential impact of their travel choices. According to a survey conducted by digital travel platform Agoda, 87% of Indian travellers express concern about sustainable travel practices. Respondents highlighted that financial incentives, the availability of sustainable travel packages, and clearer guidance on sustainable travel practices could motivate them to make more sustainable choices on their upcoming trips.

The survey, conducted on Agoda’s platform with over ten thousand respondents from ten markets across Asia, revealed that nearly 8 in 10 travelers are willing to make more sustainable travel choices. Among them, 18% indicated their commitment to always ensuring they travel sustainably. However, 22% of travelers admit to rarely considering sustainability in their travel decisions, with Japanese travelers showing the least concern (45%), contrasting with only 8% of travellers from the Philippines.

Financial incentives emerged as a key factor in encouraging more sustainable choices, with 45% of respondents across all markets expressing interest in incentives such as discounts. This sentiment was particularly strong in countries like Singapore (58%), Taiwan (54%), and Indonesia (47%). In India, 41% of travellers opted for incentives or discounts as a primary driver for sustainable travel.

The availability of sustainable travel packages ranked second, appealing to travellers interested in activities like guided conservation hikes and supporting local initiatives. Clear guidelines on sustainable travel practices, education and awareness on environmental impact, and relevant sustainability policies from local governments completed the top five factors motivating sustainable travel choices.

Enric Casals, Associate Vice President, Agoda, emphasized the growing desire among travellers to make sustainable choices and introduced Agoda’s Eco Deals Program, offering value deals on selected properties. For every booking made through the program, Agoda donates one US dollar to local conservation projects of the World Wildlife Fund for Nature (WWF), aiming for a total donation target of up to one million US dollars.

When asked about sustainable travel practices prioritises by Indian travellers, supporting local communities and conservation projects emerged as the top choice, selected by 29% of respondents. Similar sentiments were echoed across Asia, with over a quarter (26%) of respondents on average choosing this practice.

Additionally, recycling and waste reduction, opting for more sustainable transportation, and participating in conservation-focused activities and tours were identified as key sustainable practices prioritised by travellers across Asia.

Since its launch on World Wildlife Day in 2024, Agoda’s Eco Deals program allows travelers to book sustainable travel options in Southeast Asia, with one dollar donated to WWF conservation projects for every booking. Travelers can also enjoy discounts of up to 15%. More information about the program is available on www.agoda.com/ecodeals.

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SINGAPORE , June 3, 2021 /PRNewswire/ -- Easy identification of sustainable eco-friendly travel options, limited use of single-use plastics and financial incentives for accommodation providers who maximize energy efficiencies are the top three additional measures needed to make travel more sustainable according to Agoda's Sustainable Travel Trends Survey. Establishing more protected areas to limit tourist numbers and removal of single-use bathroom amenities round out the top five global measures.

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Agoda Sustainable Travel Trends Survey reveals people’s top concerns about tourism’s impact, and measures to make travel more sustainable

SINGAPORE , June 3, 2021 /PRNewswire/ — Easy identification of sustainable eco-friendly travel options, limited use of single-use plastics and financial incentives for accommodation providers who maximize energy efficiencies are the top three additional measures needed to make travel more sustainable according to Agoda’s Sustainable Travel Trends Survey. Establishing more protected areas to limit tourist numbers and removal of single-use bathroom amenities round out the top five global measures.

The findings from the Survey launched today to mark World Environment Day 2021 (5 June) also revealed globally that overtourism, and pollution of beaches and waterways are the top two concerns of the impact of tourism, with deforestation and energy inefficiencies (including overconsumption of electricity/water) ranking joint third.

Governments considered most responsible for making changes to make travel more sustainable

Globally, the public considers Governments most accountable for making positive environmental changes around travel, followed by tourism authorities and individuals themselves. When it came to holding governments most accountable, those in Indonesia and UK were most likely to do so (36%), Mainland China followed not too far behind at 33%, with Australia and Malaysia in fourth and fifth spot (28% and 27% respectively). The markets most likely to cite themselves or individuals as most responsible for making changes to traveling sustainably were Thailand (30%), Japan (29%) and the US (28%). Meanwhile, Mainland China (11%), the UK (13%), and Vietnam (14%) were least likely to attribute responsibility to the individual.

When asked what they would pledge to do better in a post COVID travel scenario, the top responses globally were #1 manage their waste including using less single-use plastics, #2 switch off the air con and lights when leaving their accommodation, and #3 always look for eco-friendly accommodation. Interestingly, despite overtourism being the biggest concern, going to lesser-known destinations only ranked seventh of out of 10 as a pledge to do better.

No ‘one size fits all for’ sustainability

The top practices most associated with environmentally friendly or sustainable travel are #1 renewable energy and resources like solar, wind, hydroelectric and water, #2 no single-use plastics, joint number #3 animal conservation and creating a smaller carbon footprint.

Other energy saving solutions such as key cards or motion sensors, using natural cleaning products are the other key practices. Interestingly, buying locally sourced products, reusing bedding or towels during holiday stays and visiting off-the-beaten track destinations are the bottom three practices out of 10 associated with sustainable travel.

“We can see from the Agoda Sustainable Travel Trends Survey that the messages of taking simple steps such as switching off lights and air conditioning when leaving the room or reducing waste by minimizing use of single-use plastics are being embraced by the public across the globe. What is also clear is that while globally the message is Governments need to take the lead on managing sustainable travel, there is recognition that some responsibility lies with people’s own behavior,” explains John Brown , CEO Agoda.

“While there are different interpretations of what practices are eco-friendly or sustainable, most of the public are keen to be able to do their part, by actively pledging to choose eco-friendly properties or make smarter environmental choices when traveling . One of the easiest ways to counter concerns about overtourism is to consider traveling to off the beaten track destinations. This past year at Agoda, we have seen a shift in travel patterns as people, limited to domestic travel, explore lesser-known areas. If managed well, not only does this help support independent hoteliers and accommodation providers that rely economically on the tourist dollar, it can help lessen the environmental burden on overcrowded areas.

“As an industry, we need to continue to find ways to help individuals achieve these goals be it making it easier to search and find sustainable properties on Agoda or supporting and encouraging more partners to use key cards for power, use renewable energy sources or offering carbon-offsetting options for travel products.” continued Brown.

COVID negatively impacts attitudes to sustainable travel

The increase in desire to travel more sustainably was most prevalent among respondents from South Korea , India and Taiwan , 35%, 31% and 31% respectively. However, looking at the figures globally, while 25% have an increased desire to travel more sustainably this compares with 35% whose desire to do so decreased. The markets reporting the biggest proportional decrease were Indonesia (56%), Thailand (51%) and the Philippines (50%).

“It’s concerning that many people see sustainable travel as less important today than they did before COVID-19, but I hope that is just a short-term effect, driven by people’s thirst to get back out there and travel any way they can,” John Brown concluded.

• Japanese are most concerned about overtourism first, followed by polluted beaches and waterways , and deforestation
• Japanese hold themselves accountable (29%) followed by 22% who believe Governments and 15% tour operators as most responsible to making changes towards a more sustainable travel
• More Japanese pledge to switch off air conditioners while leaving their room, manage waste, and re-use amenities in their hotel rooms such as towels and bedding
• Practices that are considered most helpful by Japanese are the use of renewable resources, no single-use plastics in accommodations and making a smaller carbon footprint
• When asked what practice s J apanese associate with sustainability, 35% suggest use of renewable energy and resources, 33% said no single use plastics and 32 % smaller carbon footprint
• The additional measures Japanese public cite will help make travel more sustainable are easy identification of eco-friendly travel options followed by limiting single-use plastic in airlines and accommodations and complete removal of single-use bathroom amenities and toiletries

Diving deep into the data

On additional measures :

• While making it compulsory for travelers to pay a sum for carbon off-setting is selected by the least as a measure that could be implemented to make travel more sustainable, respondents in India were most likely to support this concept, versus Mainland China which is the market least likely to do so, followed by US and Taiwan markets.
• Taiwan , Singapore , Thailand , Mainland China and Australia are the markets most likely to suggest financial incentives for accommodation providers who maximize energy efficiency
• Japan is the market least likely to recommend more protected areas to limit tourist numbers followed by South Korea and the US. Meanwhile, the Philippines , Indonesia and Malaysia markets are most likely to
• UK tops the list as the market most likely to support limiting use of single-use plastics in airlines or accommodation, closely followed by Australia , Indonesia , and the Philippines . Mainland China , Taiwan , the US and Japan are least likely to suggest this measure
• Malaysian, Filipinos and Indonesians are most favorable for easy identification of sustainable or eco-friendly travel options, such as flagging with an environmental tag on a digital travel platform. While still their number one measure overall, US and Japan are the bottom two markets for such identification
• Removal of single-use bathroom amenities is most favored by Taiwan , Japan and UK

On responsibility for change to make travel more sustainable:

• All generations selected governments as the top response for who is most responsible except for the Silent Gen (those born before 1946), who has the largest proportion which consider individuals as most responsible
• Men are marginally more likely to cite governments as most responsible (28%), followed by tourism authorities (21%) and Themselves (20%). An equal portion of women hold government and tourism authorities as most responsible (25%), followed by themselves, (19%).

On Pledges for more sustainable travel

Global Top Ten pledges to travel more sustainably

• Manage my waste during my travel period (e.g., use less single-use plastics)
• Switch the air conditioner and lights off when I leave my room
• Always look for eco-friendly accommodation
• Try to manage my carbon footprint (e.g., taking most journeys by bus, train or boat, or paying for a carbon offset)
• Do my part to reuse hotel amenities such as towels or bedding
• Shop local/choose independent businesses
• Going to lesser-known destinations
• Pick up litter when I visit the beach
• Requesting for no toiletries in the room as I can bring my own
• Use reef-friendly products on beach trips
• Philippines , Malaysia and India are most likely of all markets to pledge to look for eco-friendly accommodation
• Singapore , UK and Australia are the markets most likely to pledge to reuse hotel amenities such as towels and bedding, compared to Indonesia , Philippines , Mainland China and Thailand which are the least likely to
• Indonesia , Philippines and Malaysia most likely to pledge to go to lesser-known destinations to travel more sustainably, with Japan , UK and Taiwan least likely to
• While managing waste including using less single-use plastics is a top three pledge for all markets, South Korea , Thailand and Philippines are the markets most likely to pledge this
• Despite pollution of waterways being cited as the number two concern for the impact of travel, picking up litter off beaches ranks only #8 out of 10 in pledges to travel more sustainably, with only 18% pledging to do so
• Vietnam , Thailand , Indonesia , Philippines and Mainland China are top markets to pledge to pick up litter when visiting the beach. Respondents in Singapore , Taiwan and Japan are least likely to
• Shopping local is at #6 in the pledges with Australia (35%), UK (31%) and US (28%) most likely to pledge this, and Japan (5%), Mainland China (9%) and Taiwan (11%) least likely to
• Higher percentage of women pledge to manage waste (44% versus 40%) and switched off aircon/lights (44% versus 36%) than men
• Bottom five pledges globally from last – using reef friendly products on beach trips (14%), requesting no toiletries as can bring my own (17%), picking up litter when visiting the beach (18%) going to lesser-known destinations (19%), and shopping local (21%)
• While both women and men’s top three pledges are the same, women’s top four is rounded out by a pledge to reuse hotel amenities, versus men who pledge bigger actions such as trying to manage carbon footprint in their fourth spot
• Singaporeans are more likely to pledge to switch off aircon and lights when they leave the room and reuse amenities, compared to other markets
• Philippines (49%), Malaysia (43%) and India (42%) are most likely to always look for eco-friendly accommodation when they travel post COVID-19
• Conversely, public in the UK (14%), Mainland China (17%), US (17%), Japan (18%) and South Korea (18%) are least likely to look for eco-friendly accommodation as a pledge

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