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1、1SUSTAINABLE TRAVEL REPORT 20232In a world with the turbulence of geopolitical conflict and rising inflation,travelers are increasingly recognizing the urgency to act now to save the planet for future generations.The most extensive Sustainable Travel research from B to date also highlights a divide
2、in peoples actions;some are more intentional about how they spend their money with the perception that sustainable travel options are too expensive,while others are willing to pay more for these options to feel reassured they are driving impact.Despite financial barriers,its clear theres a huge appe
3、tite for sustainable solutions especially those that dont impact spend.On a micro level,todays responsible traveler is converting intent into action with a meaningful uptick in more sustainable travel behaviors such as turning off the air conditioning and reusing towels in accommodations.Travelers a
4、re also making conscious choices beyond everyday habits such as choosing more sustainable ground transport and shopping local.From the economy to the environment,travelers are rethinking what value means to them.At a macro level,sustainable trends point to an increase in more purposeful travel in Th
5、e Dilemma Dividing Sustainable Travel in 2023 2Now in its eighth year,Bs annual Sustainable Travel Report,which gathered insights from over 33,000 travelers across 35 countries and territories,spotlights how economic uncertainty is informing meaningful sustainable travel decisions this year.This hig
6、hlights a dilemma where people feel potentially forced to choose between cutting costs and making more sustainable travel choices.Travelers are rethinking what value means to them,from carving out regenerative experiences to finding more meaningful ways to spend their money2023,with travelers findin
7、g more meaningful ways to spend their money.More and more,they are carving out regenerative experiences that positively impact destinations with benefits to wildlife,conservation and the local community,and engaging in local philanthropy and ethical experiences.While travelers recognize the critical
8、 nature of climate change,there is still some disconnect between impact and action.From limited data to a perceived lack of credible options,this report exposes barriers to traveling more sustainably and the huge strides travel providers need to make in order to gain their trust.Ultimately,building
9、a truly sustainable industry will take time,but progress is underway to ensure that its becoming easier for everyone to experience the world in a more mindful and responsible way.33“Over the eight years that B has conducted this research,the growing urgency that people feel to act now and make more
10、sustainable travel choices continues to be encouraging.The report promisingly points to the traveler mindset evolving with some noticeable shifts in the more sustainable behaviors that travelers say they have put into practice over the past year.We feel that urgency too and at B,our ambition is to c
11、reate a more sustainable business,as well as contribute to a more sustainable travel industry.This will take time,cooperation and systemic changes.With regards to our own business,in 2022 we set out our ambition to be net-zero by 2040 as part of our Climate Action Plan,aligning our emission reductio
12、n roadmap to the Science Based Targets Initiative(SBTI).As such,our aim is to achieve a 95%reduction in scope 1 and 2 emissions and a 50%reduction in scope 3 emissions by 2030 and to reach net-zero by 2040.“With continuedindustry collaboration and the dedication of our partners,we are on course for
13、more sustainable travel to become the norm,and not the exception.”Glenn Fogel CEO of B When it comes to our platform and the impact we are striving to have across the travel industry,our Travel Sustainable program now recognizes the sustainability efforts of more than 500,000 accommodations worldwid
14、e.We are encouraged by the number of our accommodation partners that are taking steps to operate more sustainably,but there is more work to be done to make it easier for travelers to find and book more sustainable options across the entire travel experience.At B,our aim is to find scalable ways to s
15、urface experiences across the entire trip that truly enrich the connection between travelers and destinations,from impactful activities to supporting local communities.In order to bring the ethos of traveling more sustainably into the mainstream,the onus is on us in the travel industry to provide mo
16、re information to travelers in a credible and trusted way.With continued industry collaboration and the dedication of our partners,we are on course for more sustainable travel to become the norm,and not the exception.”4An Urgency to Act Now 4At a time of general global uncertainty,with the turbulenc
17、e of climate change and rising cost of living,traveling more sustainably continues to be front of mind for travelers.74%believe people need to act now and make more sustainable choices to save the planet for future generations(up from 66%in 2022)80%confirm that traveling more sustainably is importan
18、t to them4 Lowest4 Highest99%India97%Philippines96%Kenya96%Vietnam65%Israel65%Belgium62%Netherlands55%Denmark5The news continues to be a key influence driver:Yet the news also speaks to a quandary people are facing when it comes to being more mindful about when,where and how they travel.Increasingly
19、,people are unsure of what to prioritize as they work to reconcile what is important to them with the demands of everyday life:43%would consider themselves knowledgeable on sustainability,with the news and social media the two top sources of learning about the topic 53%say that recent news about cli
20、mate change has influenced them to make more sustainable travel choices49%think the environment will get worse in the next six months64%believe the cost of living crisis will get worse in the next six months56%49%48%40%EMEANORAM LATAMAPAC73%70%60%52%EMEANORAM LATAMAPACAPAC LATAM EMEA NORAM 61%60%47%
21、44%6Cost vs Conscience 676%think the global energy crisis and rising cost of living is impacting their spending plans With rising inflation,travelers are stuck in the notion that they must make a choice between sustainability and spending.For these people,sustainability and travel combined can seem
22、non-urgent when they are worried about bills and the energy crisis.On the flip side,with bucket-list travel well and truly back for others and a more urgent focus on conscious choices:2023 India 66%Average 49%Indonesia 32%(up 11%from 2022)47%would like tips on how to travel more sustainably on a bud
23、getThe economic weather has changed drastically in the past 12 months,and the big topics at the front of peoples minds today are the cost of living crisis and the climate crisis.76%say they want to travel more sustainably over the coming 12 months80%75%72%IndiaVietnamKenya3 Highest22%20%19%Belgium&J
24、apanCroatiaIsrael3 Lowest49%believe more sustainable travel options are too expensive49%believe more sustainable travel options are too expensive43%would be willing to pay more for travel options 742%would be encouraged to travel more sustainably with reward points for making more sustainable choice
25、s that they could use for free extra perks or discounts through online travel booking sitesWith an increasing number of travelers feeling the pinch,they are seeking more sustainable travel options rich in rewards,with the need for incentivization:49%want discounts and economic incentives to opt for
26、eco-friendly options(up 12%from 2022)8Breaking Through Barriers8Despite good intentions,44%of travelers dont know where to find more sustainable options.For example:Its not just cost that is a perceived hurdle to traveling more sustainably.From limited data to a perceived lack of options,barriers to
27、 traveling more sustainably appear higher than ever,with some telling shifts in the past 12 months.(up from 66%from 2022)74%want travel companies to offer more sustainable travel choices2023 Thailand 70%Average 51%Netherlands 35%51%believe there are not enough sustainable travel options75%seek authe
28、ntic experiences that are representative of the local culture40%dont know how or where to find tours and activities that will ensure they give back to the local community9The Responsible Traveler Despite existing barriers and the tightening of purse strings,its clear theres a huge appetite for solut
29、ions,with two thirds(59%)more determined to make more sustainable choices now than when they traveled a year ago.68%64%58%56%39%39%13%Sustainable Steps taken at HomeIn the past 12 months,people say they have been converting intent into action by taking active small steps at home and increasingly whe
30、n traveling to drive a more sustainable future.used reusable shopping bags recycled wastecarried their own reusable water bottlereduced their usage of single-use plastic took public transport or bicycle over car favored small,independent shops have eaten an exclusively plant-based or vegetarian diet
31、1 067%60%55%77%45%40%Sustainable Steps taken on Vacationturned the air conditioning off at accommodations when they werent therere-used the same towel multiple timesused their own reusable water bottle turned off the lights and appliances at accommodations when they werent thererecycled their garbag
32、e when travelingopted out of having their room cleaned daily 1 1The responsible traveler is switching up responsible travel in 2023 and their every small step counts.This shift in behavior highlights the urgent action travelers are taking as they strive to make more sustainable choices to save the p
33、lanet for future generations.Even more promisingly,travelers took action to make conscious choices on vacation that went beyond everyday micro-habits in the past 12 months.From Tourist to ChangemakerTransportationThere is also consensus amongst travelers on adopting the buy local mantra on vacation
34、and using their currency as a force for good:Buying Local60%PhilippinesHighestHighest31%USALowestLowest43%planned their sightseeing so that they could walk,bike or take public transport 43%traveled outside of peak season in a bid to avoid overcrowding 55%29%ColombiaChina43%favored small,independent
35、stores LATAM 54%EMEA 44%NORAM 42%APAC 39%1 2The Rise of Regenerative Travel Amid rising climate anxiety,todays travelers are increasingly adopting a regenerative approach to travel and searching for vacations with maximum positive impact.Travelers are also rethinking what they consider to be more su
36、stainable forms of travel:43%consider activities and tours that boost the local economy a more sustainable form of travel 55%consider preserving wildlife and natural habitats at the travel destination a more sustainable form of travel2023 Indonesia 83%Netherlands 69%55%69%want the money they spend w
37、hen traveling to go back to the local community4 Lowest4 Highest85%Kenya83%Vietnam81%Indonesia81%Thailand52%Israel51%Belgium51%Germany41%Netherlands66%say they want to leave the places they visit better than when they arrived65%consider protecting the natural environment a more sustainable form of t
38、ravel 1 3Trust,truth and the Travel Industry In response,the travel industry must adapt to meet the changing expectations of these more conscious travelers,and make strides to gain their trust:Travelers are becoming more responsible amid rising climate anxiety from their accommodation to their trans
39、port choices.As a result,they are seeking credible assurance when booking across the entire travel experience.65%would feel better about staying in a particular accommodation if they knew it had a sustainable certification or label 59%want to filter their options for those with a sustainable certifi
40、cation next time they book69%are interested to learn more about why specific options are recognized as more sustainable 30%are always on the lookout for brands that promote sustainability44%like it when brands offer products or services that are more sustainable,but it doesnt always influence their
41、decision 39%dont trust that the sustainable travel options labeled are truly more sustainable 11%only buy products and services from brands that promote sustainability61%13%58%23%Croatia India India&Italy Indonesia IndiaDenmark&Japan 49%2%1 4Making solutionsEasier for Everyone 500,000+more sustainab
42、le accommodations available,no matter the property type,labeled with a certified Travel Sustainable badge Rental car search filters to quickly find fully electric and hybrid cars across 111 countries 95 cities worldwide where travelers can now find and book greener taxi options by looking for the 10
43、0%Electric tagging in the search results 47 cities worldwide where public transport ticketing options are now available after making an accommodation booking Tagging to indicate when a certain route or carrier is offering a relatively lower emissions option for transparency on the impact of flights
44、and to compare CO2 emissions for different optionsTravelers can choose more sustainable options across the world for their next trip through B search filters.1 5Research commissioned by B and independently conducted among a sample of 33,228 respondents across 35 countries and territories(1,019 from
45、USA,1,002 from Canada,1,007 from Mexico,1,005 from Colombia,1,008 from Brazil,1,015 from Argentina,1,008 from Australia,504 from New Zealand,1,008 from Spain,1,002 from Italy,1,008 from France,502 from Switzerland,1,008 from the UK,1,000 from Ireland,1,008 from Germany,1,006 from the Netherlands,1,0
46、06 from Belgium,1,004 from Denmark,1,007 from Sweden,1,016 from Croatia,1,012 from Israel,504 from UEA,1,012 from India,1,001 from China,1,000 from Hong Kong,1,000 from Thailand,1,020 from Singapore,1,001 from Taiwan,1,000 from Vietnam,1,002 from Indonesia,1,007 from Philippines,1,002 from South Kor
47、ea,1,009 from Japan,1,005 from South Africa and 510 from Kenya).In order to participate in this survey,respondents had to be 18 years of age or older,had to have traveled at least once in the past 12 months and must be planning to travel in 2023,and be either the primary decision maker or involved in the decision making of their travel.The survey was taken online and took place in February 2023.Methodology