A new study identifies key ways to engage guests in more sustainable travel

Accor, a global leader in hospitality, Booking.com, one of the world's leading digital travel platforms, and the University of Surrey, a leader in education and research in hospitality and tourism management, today launched a report on how to encourage more sustainable choices among travelers. This research aims to better understand guests' motivations when making decisions that support sustainable practices during their stay, a key area for the hospitality industry.

The study reflects the importance of clear and specific messages in promoting sustainable behaviors, highlighting that travelers play a key role in the effectiveness of sustainability initiatives. However, many travelers remain skeptical about their role in these efforts. According to the research findings, the way sustainable practices are communicated can make a difference in guest motivation.

The report highlights that 83% of travelers consider sustainable travel important, and 67% say they are inspired to adopt more responsible behaviors by witnessing responsible practices during their stay (according to the Booking.com Sustainable Travel Report 2024 ). This momentum underscores the need to align industry initiatives with guest expectations.

Four key recommendations for optimizing sustainability messaging:

Clearly highlight sustainable practices: Research shows that specific sustainability messages are much more effective than general ones like "eco-friendly" or "green." For example, messages explaining how guests can contribute to reducing food waste increased effectiveness by 25%, reducing guest skepticism.

Balancing sustainability with pleasure and convenience: Travelers often associate sustainability with less pleasant experiences. To overcome this challenge, hotels should highlight sustainable options that offer both pleasure and responsibility, such as scenic train tours or local culinary experiences.

Empower guests without imposing rules: Research suggests that guests prefer approaches that allow them to make informed decisions voluntarily. A less forceful and more informative approach to sustainable options, such as public transportation schedules, could improve participation.

Promote sustainable habits similar to those at home: Travelers want to maintain their sustainable practices even when they're away from home. To do this, messaging should create a sense of familiarity and trust, making it easier for guests to act responsibly in their travel environment.

This research was conducted in two phases: the first involved interviews and surveys with 100 guests from the US, Germany, France, and India, while the second involved behavioral analysis using advanced technologies to study travelers' emotional and physiological responses.

Impact and collaboration:

"Creating more sustainable hospitality experiences is a continuous journey of learning and humility," says Jordane de Villaret, VP of Sustainability Marketing & Communications at Accor. "Our collaboration with Booking.com and the University of Surrey aims to offer practical ideas that truly engage guests in our hotels' sustainability journey."

Danielle D'Silva, Director of Sustainability at Booking.com, emphasizes that guest engagement is essential to maximizing the impact of hospitality service providers' sustainable practices, and this collaboration seeks to optimize that impact.

For his part, Professor Xavier Font of the University of Surrey highlights the importance of combining academic rigor with industry expertise to provide evidence-based strategies that make sustainable travel more accessible and impactful.

This joint report marks an important step toward creating a more responsible travel experience, setting a new standard for the industry and fostering a positive global impact on traveler behavior and industry practices.