Travellers may say all the right things about making planet-friendly choices but when it comes down to it, they still do not act upon those noble words, a new travel industry and government report reveals. In an attempt to address this problem, the latest publication from the World Travel and Tourism Council (WTTC) is titled Bridging the Say-Do Gap: and it focuses on helping industry stakeholders help their customers to make greener choices but turning those well-meaning words into climate-protecting actions.
By identifying six different types of consumers and working out how to create an offer and package it so that it speaks to their mindset, the report, which was partnered by YouGov, offers a toolkit on How to Create an Effective Sustainability Strategy by Knowing Your Customers.
The results are based on a survey of over 10,000 UK respondents. It found they can be grouped according to how willing they are to take personal responsibility for more sustainable choices.
Which traveller type are you?
The idea is, by knowing which category their clients fall into, travel stakeholders can design a marketing strategy to encourage greener behaviours, tailored specifically for each group. For example, the report says, highlighting the economic and personal benefits of sustainable choices is great for Action Avoiders and Outward-pointing Worriers. Making eco-action as hassle-free as possible is also good for Action Avoiders, as well as for those Disempowered Environmentalists.
Cost and quality rule
According to the data, and perhaps unsurprisingly, cost and quality are still at the forefront of most travellers’ minds, over-riding planetary well-being. “Across all consumer segments, more than 50% say cost is the most important factor influencing purchasing decisions, while around 30% prioritise quality.
“In stark contrast, sustainability is a primary factor for only a small minority, ranging from 11% to 7%, even among the most environmentally conscious groups,” the report notes.
“Travellers care about sustainability but when buying travel, cost and quality are king. Customers expect businesses to create affordable sustainable options. But many WTTC companies inspire change – whether that is regrowing coral reefs or reducing food waste. Customers engage with brands that have strong values,” said Julia Simpson, WTTC President & CEO.
Interested parties can download the report for free, here.
