According to a recent Virtuoso survey, travelers are interested in traveling responsibly, while affluent consumers are not overly concerned about cost.
According to Virtuoso’s 2022 Sustainability Survey, over 80% of respondents said the pandemic has made them travel more responsibly. Virtuoso said the number is in line with last year’s survey, “proving that sustainability continues to be a top priority for luxury travelers.”
In this year’s survey, 75% of respondents said they were willing to pay more to travel responsibly if they knew how the extra money was being used.
In addition, 40% said that recommendations from a trusted source, such as a travel consultant, would encourage them to travel more responsibly.
Virtuoso asked respondents about their most popular trips or destinations they associate with or prioritize sustainable travel. Land-based cultural tours topped the list, followed by river cruises, heritage sites, African safaris and sea cruises (fourth), and islands.
Survey participants were also asked to indicate the main ways they support sustainable travel. To cut down on food and plastic waste, they say, bring a water bottle and reusable bags; support wildlife conservation; travel in the off-season or to little-known destinations; contribute to causes that benefit the destination and its community; and support tourism companies with a rigorous sustainability policy.
“The pandemic has disrupted the industry like never before, but it has also shifted priorities, leading to renewed commitment by travelers to protecting the planet and each other,” said Jessica Hall Upchurch, Virtuoso Vice Chair and Sustainability Strategist. “This conscious return will continue to change the way we travel and confirms our belief that travel can be a force for good.”
Virtuoso surveyed about 300 travelers in early May.