Sustainability vs. Cost: WTTC Report Unveils the Say-Do Gap in Travel Choices

The World Travel & Tourism Council (WTTC) has revealed intriguing insights into a longstanding dilemma: while consumers express growing concern for sustainability in travel, cost and quality still reign supreme. Launched at FITUR 2025 in Madrid, the report, Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers, offers essential guidance for businesses striving to align their strategies with consumer behavior.

Understanding the Say-Do Gap

Conducted in collaboration with YouGov, the report analyzes responses from over 10,000 travellers, revealing a critical discrepancy between eco-conscious intentions and purchasing decisions. Cost emerged as the top priority for more than 50% of respondents, with quality trailing closely behind. Sustainability, on the other hand, influenced just 7% to 11% of travelers, even among the most environmentally aware groups.

This “say-do gap” underscores a major challenge for the Travel & Tourism industry: while travelers care about sustainability, affordability and accessibility remain significant barriers to adoption.

Consumer Insights: Six Traveler Segments

The WTTC categorizes travelers into six distinct groups, each with unique attitudes and barriers toward sustainable choices. These range from the eco-conscious “Hopeful Worriers” to the indifferent “Climate Change Agnostics.” By understanding these segments, businesses can craft tailored strategies to bridge the gap and make sustainability appealing across diverse audiences.

Key Findings and Challenges

1. Cost and Visibility: Affordability is a significant hurdle, and over 10% of respondents reported no exposure to sustainability-related messaging.
2. Consumer Preferences: Quality remains a vital factor, second only to cost, in influencing travel decisions.
3. Low Awareness: Mainstream media, social platforms, and community-driven initiatives fail to effectively communicate sustainability options to travelers.

Julia Simpson, President & CEO of WTTC, emphasized the importance of business leadership in overcoming these challenges:
“Travellers care about sustainability, but cost and quality are king. Customers expect affordable sustainable options. Many WTTC companies inspire change by regrowing coral reefs or reducing food waste. By closing the say-do gap, we can protect the planet and provide more rewarding experiences for customers.”

Actionable Recommendations for Businesses

The WTTC report outlines seven actionable strategies for businesses to address this gap effectively:

1. Highlight Benefits: Focus on the economic and personal advantages of sustainable travel.
2. Ease of Access: Make eco-friendly options simple, convenient, and affordable.
3. Reward Programs: Introduce tiered incentives to encourage sustainable choices.
4. Tailored Marketing: Craft messaging that resonates with specific consumer values.
5. Design Out Unsustainable Options: Ensure eco-friendly practices become the default choice.
6. Partnerships: Collaborate with governments and businesses to amplify sustainability efforts.
7. Lead by Example: Showcase successful sustainable initiatives to inspire consumer confidence.

Industry Leaders Driving Change

The report highlights pioneering efforts by companies embracing sustainable practices:

• Intrepid Travel: Carbon footprint labeling and automatic emissions offsetting.
• Iberostar Hotels: AI-driven food waste reduction and a focus on underutilized fish stocks.
• Hilton Hotels: Over 1,800 properties equipped with EV charging points, with a third of EMEA properties powered entirely by renewable energy.

Charting a Path Forward

As climate action becomes an essential business priority, the WTTC report serves as a roadmap for Travel & Tourism companies to thrive in a sustainability-driven world. By addressing the “say-do gap,” businesses can not only foster a greener future but also enhance customer experiences and build brand loyalty.

For more information and to access the full report, visit the WTTC Research Hub.