Sustainability in European Travel 2021

Summary

Recently, consumers’ interest in greener, sustainable lifestyle habits has surged. In the travel industry, aligning with consumers’ expectations around sustainable practices is key. While the global pandemic forced leisure travelers to take fewer trips and alter their typical traveling style, purchases and attitudes vary by country and demographic. 

Many Europeans have strong opinions on which travel behaviors they are willing to adapt or reduce. If sustainable options are well priced, Europeans would consider implementing those alternatives. Younger travelers tend to be particularly interested in making changes for greener travel overall. This report, based on a comprehensive survey of European (U.K., France, Italy, Spain, Germany) travelers and those who planned to travel in 2021, explores consumers’ trip-planning and purchasing behavior in the frame of sustainability. This includes the environmental impact of the travel products they select, and their attitudes toward environmental conscientiousness for future travel.