The results reveal a constant growth in the demand to explore the world by travelers who are aware of the impact they generate and the influence they have on the destinations they visit. More than half of travelers who responded to the survey said global events during 2023 prompted them to make more responsible decisions, citing geopolitical conflicts, overtourism and the effects of climate change, such as pollution, natural disasters and warming. global. Additionally, 45% of respondents agree that traveling sustainably enriches their experience. An increase of 9% compared to the survey carried out in 2023.
The following are the most relevant topics for sustainable tourism, according to the results of surveys conducted by Virtuoso travel advisors and their high-net-worth clients.
Seasonal Changes
Travelers choose to avoid crowds. 76% of travel advisors reported that their clients are taking to off-station travel on a regular basis, primarily to avoid crowds and lines. Travelers agree on this and more than half of those consulted confirmed that they prefer to visit popular destinations out of season and more than 30% confirmed that they are willing to explore alternative and less touristy destinations to combat excess tourists. Also significant is that 13% are open to adopting both methodologies.
Cultural Appetite
86% of travel advisors said their clients are interested in the cultural heritage of the destinations they visit, demonstrated through their participation in cultural exchanges with locals, support of local artisans and artists, and cooperation with the maintenance and conservation of the historical sites. This cultural commitment extends to culinary experiences. 68% of travel advisors reported that their clients are very interested in hotels and restaurants that prioritize sustainable gastronomy and prefer to support local restaurants instead of global chains. They also look for ingredients that minimize the impact on the environment (from farm to table). And nearly 20% of travel advisors say their clients show interest in zero-waste food options and plant-based menus, demonstrating an emerging shift toward environmentally friendly dining options.
Artificial Intelligence as an amplifier
More than half of Virtuoso travel advisors believe that Artificial Intelligence (AI) will play a role in the future of sustainable tourism. According to the responses, AI has the potential to improve and promote sustainable tourism by creating tailored itineraries, offering recommendations that are environmentally friendly, and analyzing data to monitor and solve environmental problems. However, some travel advisors expressed concern regarding the influence of AI on human relationships and the veracity of information derived from AI proving that AI is a tool, but will not replace the need for reliable and reliable travel advisors. genuine human relationships.
Clarity over Cost
Virtuoso customers report that cost is a minor barrier to traveling sustainably but transparency is. 58% of travelers are willing to pay more to travel responsibly IF they know how the funds raised will be used, a 5% increase from 2023. Travelers expressed a strong desire to know more and have more assistance to make better decisions informed; More than 30% say they would feel supported to travel more responsibly if they had clear information about options from a trusted source such as a professional travel advisor to help them.
“Traveller awareness is growing and we are having conversations about how to travel more responsibly in a way that did not exist a few years ago, which is very encouraging,” said Javier Arredondo, Vice President of Sustainability at Virtuosos. “There has been an evolution and sustainability is not only seen as an obligation or a forced necessity but as an opportunity for travelers to use their purchasing power to generate a positive impact while creating lifelong memories. There is a feeling of well-being that people seek. Knowing where to start is half the battle, we aim to remove obstacles such as feeling overwhelmed by options or uncertainty of where to start. A professional travel advisor can serve as a guide to making more informed decisions while at the same time creating a memorable experience that exceeds expectations.”
Virtuoso's commitment to sustainability spans more than a decade and includes recognition of people and entities that lead the sector through awards and editorial coverage in each edition of Virtuoso The Magazine, the creation of a Sustainability Council that includes to some of the most influential voices in responsible tourism, training and professional development for your travel advisors.