Cost Versus Sustainability in Travel

A report presented by the World Travel & Tourism Council (WTTC) during FITUR 2025 highlights the gap between travelers’ environmental concerns and their actual purchasing decisions. Conducted in collaboration with YouGov, the research categorizes travelers into six groups, revealing that cost remains the top priority for over half of respondents. Meanwhile, only a small fraction—less than 11%—considers sustainability a deciding factor when booking travel options.

The findings also emphasize a lack of exposure to sustainability messaging, with over 10% of travelers unaware of eco-friendly options or benefits. While the interest in sustainable travel is growing, accessibility and affordability are significant hurdles. Many travelers are unable to align their values with their choices, leaving eco-friendly tourism as an underutilized alternative in a predominantly cost-driven industry.

For travelers seeking to make greener choices, small changes can have a meaningful impact. Opting for accommodations that prioritize renewable energy, support local economies, or implement waste-reduction programs is a practical start. Additionally, choosing airlines that offer carbon offset programs or travel routes designed to minimize emissions can make trips more sustainable without dramatically increasing costs.

Planning trips during off-peak seasons is another helpful tip, as it not only reduces the environmental strain on destinations but can also lower overall travel expenses. Being informed about eco-friendly practices, such as reusable travel items and supporting ethical tourism activities, can further align your journey with sustainable values without breaking the budget.

This report is a call to action for both travelers and the industry. For eco-conscious travelers, the findings stress the importance of advocacy and making informed choices within their means. For the travel sector, there’s a clear demand to make sustainability more affordable and visible, ensuring that all travelers, regardless of budget, can embrace greener tourism.