5 things to know about European attitudes on sustainability

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.