In February 2022, a survey commissioned by was conducted on more than 30,000 people from 32 different countries who had travelled at least once in the past 12 months and had a trip planned in 2022. The analysis showed, quite clearly, that people have a growing desire for sustainable travel but lack the information and tools to do so. Let’s look in detail the data of this interesting survey.

Growing desire for sustainable travel

desire sustainable travel
photo via Canva PRO

Around 71% of respondents said they would like to travel more sustainable in the coming year. In 2021 it was 61%, according to a similar survey also commissioned by The growth in interest was therefore 10% in one year.

In addition, 81% of respondents believe that sustainable travel is important. According to the answers, half of the respondents are influenced by the recent news about climate change.

Finding information on sustainability is not easy

sustainable travel research
Photo via Unsplash

So, respondents clearly expressed their interest in sustainability. On the other hand, however, they highlighted the difficulties there are in finding information on accommodation and destinations that put sustainability first.

Survey data confirms this feeling. 54% of people said they had not stayed in sustainable accommodation in the last year. On the other hand, 31% say that they were not aware of this type of property. Finally, 29% said they did not know how to find sustainable accommodation.

Communicating sustainability

10 criteria for assessing the environmental sustainability of Ecobnb’s tourism accommodations
10 criteria for assessing the environmental sustainability of Ecobnb’s tourism accommodations

Therefore, the role of hotels and accommodation in general, which must make sustainability information more evident and understandable, becomes fundamental. Indeed, 56% of the guests interviewed declared that they do not actively search for information before booking and they would do so if the information were easier to find.

In this regard, the contribution provided by Ecobnb is important, which clearly specifies the green attentions of each accommodation mapped in Italy and Europe. The good sustainability practices implemented by hotels and bnb are verified by community travellers through targeted reviews.

The ‘Eco-Excellence’ badge is awarded to accommodations that reach certain sustainability thresholds developed on the basis of the main tourism energy certifications.

The importance of sustainability in the choice of destination

primiero san martino, a sustainable destination in trentino
Primiero – San Martino, a sustainable destination in Trentino, photo via Canva PRO

The survey data also highlight opportunities for destinations to proactively and easily show sustainability information.

40% of respondents say they are ready to travel only outside the peak season to avoid overcrowding. Furthermore, about two-thirds (64%) say they are willing to avoid the most popular destinations and attractions to help disperse the impact of visits more evenly.

But despite these good intentions, the lack of information at hand may hamper travellers’ intentions.

Indeed, data are unequivocal. 42% of respondents struggle to find attractive destinations that are uncrowded. While, 34% consider almost impossible to find sustainable travel options in popular cities or tourist destinations.

Moreover, among the respondents emerges the desire to know and discover local cultures. About two-thirds (66%) expressed the desire to carry out experiences representative of the local culture. 25% stated that they would be willing to pay more for such activities.

The problem remains the same and that is the lack of information. In fact, more than a third (34%) say they do not know how and/or where to find these types of activities and experiences.

Local and sustainable experiences proposed by Ecobnb
Local and sustainable experiences proposed by Ecobnb

The impact of transport in the choice of destination

The survey shows that people show an interest in sustainability in the choiche of transport method. 40% of respondents said that they actively seek information on sustainability when choosing their method of transport.

Almost a quarter (23%) of respondents chose to travel to a destination closer to home to reduce their carbon footprint.

20% chose to travel by train instead of car to cover longer distances.

22% of respondents say they look for public transport options and/or bicycle hire at their destination.

sustainable rail travel
photo via Canva PRO

In conclusion, the desire for sustainable travel is growing, but travellers need to be informed and helped in the process of booking a green holiday.

Do you experience the same issues? What channels do you use to find information when planning a trip?

Want to learn more?

use Ecobnb to get information on sustainable accommodation and destinations

read the entire survey 2022

Cover image: photo via Canva PRO