The World Travel & Tourism Council (WTTC) has released its latest report, Bridging the Say-Do Gap: How to Create an Effective Sustainability Strategy by Knowing Your Customers, at FITUR 2025 in Madrid.

The report examines the disparity between consumers’ stated preference for sustainable travel and their actual purchasing decisions, revealing key insights for Travel & Tourism businesses.

Developed in collaboration with knowledge partner YouGov, the study surveyed over 10,000 global travellers, categorizing them into six segments ranging from eco-conscious “Hopeful Worriers” to indifferent “Climate Change Agnostics.” It identifies cost and quality as the dominant factors influencing consumer decisions, with sustainability considerations trailing far behind. Over 50% of respondents prioritized cost, while 30% focused on quality. Sustainability ranked as a key factor for only 7-11% of travellers, even among environmentally aware groups.

Julia Simpson, WTTC President & CEO, emphasized the importance of accessible and affordable sustainable options. “Travellers care about sustainability, but cost and quality are king. Businesses must innovate to create affordable, eco-friendly options that resonate with customers. Many WTTC members are already leading the way with initiatives like regrowing coral reefs and reducing food waste, inspiring meaningful change.”

The report also highlights a significant awareness gap, with over 10% of respondents reporting no exposure to sustainability messaging through mainstream media, social platforms, or community-driven campaigns.

Business Recommendations

To address these challenges, the report outlines seven actionable recommendations for businesses:

Lead by example in sustainable practices.
Collaborate with governments and other industries on eco-initiatives.
Highlight economic and personal benefits of sustainable travel.
Ensure eco-friendly options are simple, affordable, and convenient.
Introduce tiered reward programs to incentivize all consumer segments.
Tailor marketing to individual values and needs for greater engagement.
Design out unsustainable options, making sustainability the default choice.

Industry Leaders Adopting Change

Several companies are already taking significant steps:

Intrepid Travel: Labels itineraries with carbon impact and offsets emissions.
Iberostar: Uses AI to minimize food waste and prioritize underutilized fish stocks.
Hilton: Installed EV charging points at over 1,800 properties, with a third of EMEA hotels powered by renewable energy.
As climate action becomes a necessity, the WTTC urges Travel & Tourism businesses to leverage this report to align economic growth with environmental responsibility. By closing the say-do gap, the industry can ensure rewarding customer experiences while safeguarding the planet.

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