Bridging the sustainability gap in travel

How hotels and technology are turning eco-friendly intentions into actionable guest experiences

As sustainable travel grows in importance, the gap between intention and action continues to challenge the hospitality sector. While many travelers express a desire to be environmentally responsible, their behavior often falls short once they begin their journeys. Insights from industry leaders like Radisson Hotel Group, Accor, NH Hotel Group, and research firm Phocuswright reveal practical strategies to close this "sustainability behavior gap" - emphasizing education, smart technology, and aligned incentives to make sustainability more intuitive, relevant, and rewarding for guests.

Key takeaways:

• The sustainability behavior gap:Travelers often state a preference for sustainable options but don’t follow through when booking or during their stays. Only 5–13% avoid destinations due to lack of sustainability, compared to higher numbers avoiding overcrowding or poor maintenance.
• Effortless sustainability:Guests are more likely to engage when sustainable actions are easy and rewarding. Radisson, for example, incentivizes light housekeeping with donations for clean water initiatives, and NH Hotels offers drinks or tree-planting donations for towel reuse.
• Empowering messaging works better:Research from Accor, Booking.com, and the University of Surrey found that guests respond more positively to empowering, values-aligned messaging than to directives. Messages evoking a feeling of “home” can double the perceived responsibility of a hotel.
• Generational shifts influence behavior:Younger travelers, particularly Gen Z, show greater awareness of sustainability. However, even among those who live sustainably at home, the understanding and practice of sustainable travel remains inconsistent.
• The role of technology:Digital tools like Radisson’s Stay App and NH’s real-time consumption data tracking can simplify sustainable choices and provide feedback, making environmentally responsible behavior more accessible and visible.
• Education is crucial:Many travelers simply don’t know what sustainable travel truly means. Clear, contextual, and repeated education helps close the knowledge-action gap and builds trust in the impact of guest behaviors.
• Incentives and benefits drive action: People are more likely to choose sustainable options when there's a personal benefit - such as avoiding crowds or earning loyalty points. Accor uses AI in its loyalty program to link rewards to sustainable actions.
• Collaboration and simplicity are key:True progress requires the hospitality industry to collaborate on clear standards and develop intuitive tools that lower the barriers to sustainable behavior.
• A call to lead by example:Hotels and travel providers have a unique opportunity to shape traveler behavior by integrating sustainability directly into the guest experience, turning good intentions into real-world impact.

Get the full story at PhocusWire