Due to recent changes in the global economy, travellers increasingly believe they must pick between affordability and sustainability.
A little over 64% of Indian tourists think there aren't enough sustainable travel options, and 82% of them want travel agencies to provide more of them which is up from 71% in 2022. These figures are from Booking.com's annual Sustainable Travel Research Report which shows an inclination towards sustainable travel. About 1,000 Indian travellers who had recently travelled or planned to travel in 2023 were surveyed for the study.
Travellers now perceive themselves as having to choose between sustainability and affordability as a result of recent changes in the global economy. According to Booking.com's Sustainable Travel Report, 66% of Indian respondents compared to the global average of 49%, expressed this sentiment. When these Indians are stressed about bills and the energy problem, sustainability and vacation may not seem vital.
About 1,000 Indian travellers who had recently travelled or planned to travel in 2023 were surveyed for the study.
Despite their best efforts, 61% of travellers are unsure of where to discover more environmentally friendly solutions. For instance, 75% of Indian tourists want to participate in authentic cultural experiences that reflect the local way of life, but 58% are unsure of how to discover these tours and activities or where to look for them, ensuring that they contribute to the local community.
Participants from India thought that sustainable travel options were expensive, with 80% of them agreeing with respondents from Vietnam and Kenya. Only 13% of Indian respondents said they were persuaded by or appreciated hotels and travel companies that offered more environmentally friendly options, demonstrating a lack of trust. Indians were significantly more likely than the global average of 11% to believe that the travel options offered were truly sustainable, with 58% of them making purchases from businesses promoting sustainability.
About 97% of Indian visitors said they wanted to travel more responsibly in the upcoming year, while 84% agreed that the global oil crisis and rising living expenses are having an impact on their spending intentions. If guests knew a hotel had a sustainable accreditation or mark, over 84% would feel better about booking it.