Sustainability in travel has been a growing topic of discussion in recent years, with many travelers expressing a desire to make more environmentally friendly choices. However, when it comes to actual spending behavior, cost remains the deciding factor for most people. According to Booking Holdings CEO Glenn Fogel, while travelers may claim to prioritize sustainability, their purchasing decisions often tell a different story.
Speaking at the Destination Europe event in Brussels, Fogel highlighted that when travelers are given the option between a cheaper, less sustainable choice and a more expensive, eco-friendly alternative, many still choose the cheaper option. This contradiction between what people say they want and what they actually do—poses a challenge for the sustainable tourism industry.
Price vs. Sustainability: The Consumer Dilemma
Booking.com has conducted multiple experiments to test traveler behavior concerning sustainability. The results have consistently shown that while people support the idea of green travel, they do not necessarily want to bear the cost of it themselves. This aligns with a broader trend seen in various industries, where consumers express concern for ethical and environmental issues but often prioritize price and convenience.
For example, while travelers may prefer hotels that implement energy-saving measures, use renewable energy, or support local communities, they are unlikely to book those accommodations if they come at a significantly higher cost. Similarly, opting for flights with lower carbon emissions often takes a back seat when cheaper alternatives are available.
The Role of Policy in Sustainable Travel
Given these consumer tendencies, Fogel emphasized the importance of government intervention in encouraging sustainable travel choices. He noted that private companies can provide eco-friendly options, but it is ultimately up to policymakers to create regulations that make sustainable choices more attractive—or even mandatory.
“If elected officials would like to make certain rules, then that’s the privilege of the government to do that. We can’t make the rules. It’s up to the regulators,” Fogel said. His statement highlights the need for policies that level the playing field, ensuring that green travel options are not just a premium choice but a widely accessible one.
Potential policy solutions could include:
- Carbon taxes on flights to make high-emission travel more expensive.
- Incentives for sustainable hotels to encourage eco-friendly hospitality.
- Support for alternative transportation such as rail networks over short-haul flights.
Without regulatory support, many green initiatives in travel remain voluntary, limiting their impact.
While price remains a key concern, there is still hope for sustainable travel. More travelers are becoming aware of the impact of their choices, and companies are increasingly investing in sustainable solutions. In the long term, advancements in green technology, increased consumer awareness, and stronger policies could make sustainable travel the norm rather than the exception.
For now, however, the challenge remains: travelers want greener options, but they want someone else to cover the cost. Whether that “someone” is the government, businesses, or future technological advancements remains to be seen.
