1、Steering Consumers to Greener Travel and Tourism ChoicesAPRIL 2023environment and that they considered aspects of sustainability when they last traveled.(See the sidebar,“Methodology,”for details on our survey of consumer perceptions of sustainability related to travel and tourism as well as other c

2、ategories.)Even so,just 10%of consumers prioritize sustainability as a top driver of choice when making purchasing decisions about their travel and tourism.More specifically,these consumers chose certain options on their most recent journeys because those options were sustainable.Travel and tourism

3、companies need to address not just this small percentage of sustainability-boosting consumers but the majority of consumers,who are not yet prioritizing sustainability.This presents travel and tourism companies with a complicated web of considerationsbut also a wide variety of opportunities.Its all

4、about understanding consumers and how they make choices,and then creating and communicating sustainable alternatives.How Consumers Are Making Choices About Travel And Tourism A consumer-focused approach promises to make a significant dent in the industrys emissions.More than 40%of those emissions ar

5、e driven by consumer choices,and 80%of consumers we surveyed say that they are concerned about the Looking through that lens,we see three broad travel and tourism consumer segments.These are not discrete groups but averaged characterizations that capture the varied consumer behaviors that travel and

6、 tourism companies must address:Those who are motivated by sustainability considerations.They have a clear understanding of their role and consistently prioritize sustainability as a top purchase driver.Those who can be influenced by sustainability considerations.They may not be directly motivated t