What customers look for when planning a trip
Consumer preferences for sustainable travel are significantly influenced by a growing environmental consciousness and a desire to mitigate the negative impacts of tourism. According to a Booking report, 75% of travelers express a desire to travel the world more sustainably, while 43% feel guilty when they do not make responsible choices. Additionally, 67% of tourists expect the industry to offer more sustainable options, compared to 45% who find staying in places labeled as sustainable more appealing.
This shift in consumer preferences has led major travel search engines to integrate sustainability criteria into their platforms, an initiative that responds to consumer demand and growing concern about the effects of climate change, evidenced by increasingly frequent extreme events. Today's travelers are more informed and aware of their environmental impact, seeking destinations that have suffered less degradation in a world where well-preserved natural and social environments are increasingly scarce.
The travel search engine industry is undergoing a significant transformation, andthere is currently a general lack of knowledge on how to effectively integrate sustainability and ESG criteria in the travel search engine industry. ESG criteria criteria into searches. Depending on the user's objective, filters can include options such as sustainability certification, low carbon emissions, local products, working with local communities, no single-use plastics, food waste management and responsible water consumption.
The complexity of this challenge lies in the diversity of sustainability metrics and criteria that potential customers may be looking for, as well as the ability of search engines to verify the authenticity of these claims and avoid greenwashing. Search engines must develop robust systems in collaboration with other bodies, both public and private, to ensure that properties and services actually meet the sustainable standards they promote. This involves working in partnership with third-party certifiers and developing innovation and technology.
Travel search engines
Some of the most popular travel search engines, such as Booking and Expedia, have begun incorporating sustainability criteria into their platforms to help users make more environmentally conscious choices. Booking, for example, has developed a Sustainable Travel label that allows users to filter and select hotels that have sustainability certifications.This option is found in their search filters.
For its part, Expedia has introduced the possibility of filtering accommodations with green certifications, offering travelers the option of choosing hotels that are committed to responsible practices and, like Booking, offers the possibility of including this option in the user's search filters.
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Awarded for its comprehensive sustainable approach, La Bobadilla, a Royal Hideaway Hotel, uses biomass for heating and hot water generation. A unique accommodation that fosters the connection with nature and the conservation of the environment, standing out as a leader in responsible tourism.
Despite these initiatives, the information provided on sustainability and green certificates is often limited and lacking in detail. The option to filter sustainable accommodations is generally at the bottom of the filter list, suggesting that it is not yet considered a priority. Users interested in these options may find that the information available does not always provide a clear assurance about the level of commitment of the accommodation, while the certificates mentioned lack transparency and details about the measures taken, making it difficult to assess the positive impact that these establishments can have on the environment.
This problem reflects a broader issue in the sustainable certification sector, where the lack of uniform standards, strategies and metrics, as well as transparency of information, affect travelers' ability to make truly informed decisions. However, we believe it could be one of the biggest levers of differentiation in recent years.
The awareness of travelers of different niches and purchasing power is changing rapidly. Guiding users from the search engine through a series of effective, innovative and inspiring criteria, based on science and easily understood by the consumer, could increase the sales target.
Implementing more accessible and detailed sustainability filters would help travelers make more informed decisions, as well as strengthen the market position of platforms that adopt these measures.By providing clear and transparent information about the sustainable practices of accommodations, travel search engines can gain consumer trust and stand out in an increasingly competitive market . This strategy has the potential to attract a growing segment of conscientious travelers, fostering positive change in the travel industry.
The rise of sustainable tourism
According to the IMARC study "Ecotourism Market Report"the ecotourism market is growing rapidly due to increased environmental awareness. In addition, there is a strong desire for authentic and immersive experiences that allow interaction with local cultures and nature. Government initiatives and conservation policies are also driving this market by implementing regulations and incentives that encourage sustainable tourism practices and protect biodiversity.
In the study "Understanding the Rise of Ecotourism 2023", conducted by Travel Pulse, it is clear that the sense of urgency for sustainability has increased significantly among travelers, with 74% identifying themselves as sustainable in 2023 versus 42% who did so in 2016. However, willingness to pay more for sustainable options has decreased from 67% in 2018 to 43% in 2023.
Climate change is influencing travelers' behavior, with 53% admitting that recent news has affected their decisions. In addition, 75% seek authentic local experiences, while 49% demand financial incentives to opt for sustainable options. Despite growing interest, 44% of travelers do not know how to find sustainable offers, underscoring the need for more information.
Sustainable search engines
The growing awareness of sustainability has led to the emergence of sustainable or ecofriendly travel search engines, dedicated exclusively to the organization of trips and the search for sustainable accommodation. Platforms such as Staze, which searches for hotels with net-zero emissions, stand out. EcoHotels.com, for its part, is dedicated to presenting hotels that meet strict sustainability criteria, evaluating each case to ensure comprehensive sustainable practices. Another example is Bookdifferent, a search engine for sustainable accommodation that ranks the most sustainable hotels using its staygreenchecksystem, which evaluates practices in management, culture, natural environment and local support.
Responsible Travel offers vacations and tours that meet social, environmental and economic standards, designed to promote sustainability and respect for local communities. Kind Traveler allows travelers to unlock hotel deals through donations to charities, placing value on their positive impact. Earth Changers focuses on sustainable and regenerative travel, seeking experiences that meet high sustainability standards and detail how each trip contributes to conservation and community support.
Increasingly sustainable hotels
Sustainable hotels have emerged as a niche of their own, although many traditional tourist accommodations are also integrating sustainable initiatives and ESG criteria into their business models. While it is true that these hotels are not focused exclusively on sustainability, it should be stressed that they are adopting green practices to align with consumer demand, attract conscious talent and attract visionary and conscientious investors .
Public administrations are also legislating in this direction and destinations that preserve their social and environmental integrity continue to attract visitors, aid and business, demonstrating that sustainability is more than just a passing trend.
Adopting these practices is not only a response to market preferences, but also a basic strategy for success. Hotels that integrate sustainability into their daily operations reduce their impact and enhance their reputation and loyalty. In addition, sustainability certification is becoming a key criterion in the choice of accommodation, as is the case with those who opt for sea views or non-smoking rooms.
It is crucial that destinations develop adaptive capacities to cope with increasingly common extreme events such as prolonged droughts and intense heat waves, setbacks that can diminish their attractiveness and value. Investing in adaptation measures preserves the economic, social and environmental value of destinations, while ensuring their viability and sustainability, making them safe and attractive options for visitors.
Resilience implies the ability to recover quickly from adverse events, but also the ability to prepare for upcoming challenges. This includes the implementation of resilient infrastructure, sustainable natural resource management and planning. In addition, collaboration between governments, local communities and the private sector is essential to develop comprehensive adaptation strategies.
Initiatives such as ecosystem restoration, the promotion of responsible tourism and community education, both local and visiting, play a key role in strengthening the resilience of destinations. With a proactive and coordinated approach, it is possible to mitigate the effects of climate change and thrive in an increasingly unpredictable environment.
How to be more sustainable
Integrating ESG criteria to leave a positive impact while improving profitability is a complex task. We must establish science-based foundations, such as measuring carbon footprint and water footprint. Measuring our impact is essential. Once we have the data, we should innovate to improve our position. An optimal decision would be to develop a strategy based on a thorough analysis of the business and the definition of clear objectives, not forgetting smart, innovative and inspiring design.
An effective strategy involves recognizing the importance of sustainability as a responsibility and an opportunity to differentiate in the marketplace. Adopting sustainable practices can attract conscious consumers, enhance brand reputation and open new avenues of funding, and innovation in sustainability can lead to cost reductions and better planning for droughts, floods and other weather events. It is crucial to involve all stakeholders, from employees to suppliers to customers, to ensure collective commitment. With careful planning and a proactive approach, it is possible to achieve a balance between profitability and sustainability.
Thus, sustainability is becoming a crucial differentiating factor in hotel search engines. By standing out as a sustainable hotel, we will attract a growing segment of conscious travelers while improving reputation and visibility on different platforms. Implementing sustainable practices can lead to higher occupancy rates and loyalty from customers looking for options that reflect your values and commitment. In addition, booking engines are increasingly promoting sustainable accommodations, which offers asignificant competitive advantage in the marketplace.