Booking：2023年可持续性旅游报告

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SUSTAINABLETRAVELREPORT2023

2023,withtravelersfindingmoremeaningfulwaystospendtheirmoney.Moreandmore,theyarecarvingoutregenerativeexperiencesthatpositivelyimpactdestinationswithbenefitstowildlife,conservationandthelocalcommunity,andengaginginlocalphilanthropyandethicalexperiences.

Whiletravelersrecognizethecriticalnatureofclimatechange,thereisstillsomedisconnect

betweenimpactandaction.Fromlimiteddatatoaperceivedlackofcredibleoptions,thisreportexposesbarrierstotravelingmoresustainablyandthehugestridestravelprovidersneedtomakeinordertogaintheirtrust.Ultimately,buildingatrulysustainableindustrywilltaketime,butprogressisunderwaytoensurethatit’sbecomingeasierforeveryonetoexperiencetheworldinamoremindfulandresponsibleway.

Travelersare

rethinkingwhat‘value’meanstothem,fromcarvingoutregenerativeexperiencestofindingmoremeaningfulwaystospendtheirmoney

TheDilemma

DividingSustainableTravelin2023

Nowinitseighthyear,

B’sannualSustainableTravelReport,whichgatheredinsightsfromover33,000travelersacross35countriesandterritories,spotlightshoweconomicuncertaintyisinformingmeaningfulsustainabletraveldecisionsthisyear.Thishighlightsadilemmawherepeoplefeelpotentiallyforcedtochoosebetweencuttingcostsandmakingmoresustainabletravelchoices.

Inaworldwiththeturbulenceofgeopoliticalconflictandrisinginflation,travelersareincreasinglyrecognizingtheurgencytoactnowtosavetheplanetforfuturegenerations.

ThemostextensiveSustainableTravelresearchfromBtodatealsohighlightsadivideinpeople’sactions;somearemoreintentionalabouthowtheyspendtheirmoneywiththeperceptionthatsustainabletravel

optionsaretooexpensive,whileothersarewillingtopaymorefortheseoptionstofeelreassuredtheyaredrivingimpact.

Despitefinancialbarriers,it’sclearthere’sahugeappetiteforsustainablesolutions–especiallythosethatdon’timpactspend.Onamicrolevel,today’sresponsibletravelerisconvertingintentintoactionwithameaningfuluptickinmoresustainabletravelbehaviorssuchasturningofftheairconditioningandreusingtowelsinaccommodations.Travelersarealsomakingconsciouschoicesbeyondeverydayhabitssuchaschoosingmoresustainablegroundtransportandshoppinglocal.

Fromtheeconomytotheenvironment,travelersarerethinkingwhat‘value’meanstothem.Atamacrolevel,sustainabletrendspointtoanincreaseinmorepurposefultravelin

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GlennFogel

CEOofB

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“Overtheeightyearsthat

Bhasconductedthisresearch,thegrowingurgencythatpeoplefeeltoactnowandmakemoresustainabletravelchoicescontinuestobeencouraging.Thereportpromisinglypointstothetravelermindsetevolvingwithsome

noticeableshiftsinthemoresustainablebehaviorsthattravelerssaytheyhaveputintopracticeoverthepastyear.

WefeelthaturgencytooandatB,ourambitionistocreateamoresustainablebusiness,aswellascontributetoamoresustainabletravelindustry.Thiswilltaketime,cooperationandsystemicchanges.

Withregardstoourownbusiness,in2022wesetoutourambitiontobenet-zeroby2040aspartofourClimateActionPlan,aligningouremissionreductionroadmaptotheScienceBasedTargetsInitiative(SBTI).Assuch,ouraimistoachievea95%reductioninscope

1and2emissionsanda50%reductioninscope3emissionsby2030andtoreachnet-zeroby2040.

Whenitcomestoourplatformandtheimpactwearestrivingtohaveacrossthetravelindustry,ourTravelSustainableprogramnowrecognizesthesustainabilityeffortsofmorethan500,000accommodationsworldwide.Weareencouragedbythenumberofouraccommodationpartnersthataretakingstepstooperatemoresustainably,butthereismoreworktobedonetomakeiteasierfortravelerstofindandbookmoresustainableoptionsacrosstheentiretravelexperience.

AtB,ouraimistofindscalablewaystosurfaceexperiencesacrosstheentiretripthattrulyenrichtheconnectionbetweentravelersanddestinations,fromimpactfulactivitiestosupportinglocalcommunities.

Inordertobringtheethosoftravelingmoresustainablyintothemainstream,theonusisonusinthetravelindustry

toprovidemoreinformationtotravelersinacredibleandtrustedway.Withcontinuedindustrycollaborationandthededicationofourpartners,weareoncourseformoresustainabletraveltobecomethenorm,andnottheexception.”

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“Withcontinuedindustrycollaborationandthededicationofourpartners,weareoncourseformoresustainabletraveltobecomethenorm,andnottheexception.”

AnUrgency

toActNow

Atatimeofgeneralglobaluncertainty,withtheturbulenceofclimatechangeandrisingcostofliving,travelingmoresustainablycontinuestobefrontofmindfortravelers.

74%

believepeopleneedtoactnow

andmakemoresustainable

choicestosavetheplanetfor

futuregenerations

(upfrom66%in2022)

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80%

confirmthattravelingmoresustainablyisimportanttothem

4Highest

99%India

97%Philippines

96%Kenya

96%Vietnam

65%Israel

65%Belgium

62%Netherlands

55%Denmark

4Lowest

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Thenewscontinuestobeakeyinfluencedriver:

43%

wouldconsiderthemselvesknowledgeableonsustainability,withthenewsandsocialmediathetwotopsourcesoflearningaboutthetopic

53%

61%60%47%

44%

saythatrecentnewsaboutclimatechangehasinfluencedthemtomakemoresustainabletravelchoices

APAC

LATAM

EMEA

NORAM

Yetthenewsalsospeakstoaquandarypeoplearefacingwhenitcomestobeingmoremindfulaboutwhen,whereandhowtheytravel.Increasingly,peopleareunsureofwhattoprioritizeastheyworktoreconcilewhatisimportanttothemwiththedemandsofeverydaylife:

49%

thinktheenvironmentwillgetworseinthenextsixmonths

EMEA

56%

NORAM

49%

LATAM

48%

APAC

40%

64%

believethecostoflivingcrisiswillgetworseinthenextsixmonths

EMEA

73%

NORAM

70%

LATAM

60%

APAC

52%

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76%

thinktheglobalenergycrisisandrisingcost

76%

saytheywanttotravelmoresustainablyoverthecoming12months

Ontheflipside,withbucket-listtravelwellandtrulybackforothersandamoreurgentfocusonconsciouschoices:

49%

believemore

sustainabletravel

optionsaretoo

expensive

3Highest

80%

75%

72%

22%

20%

19%

3Lowest

43%

wouldbewilling

topaymorefor

traveloptions

Belgium&Japan

Croatia

Israel

Vietnam

Kenya

India

oflivingisimpactingtheirspendingplans

Withrisinginflation,travelersarestuckinthenotionthattheymustmakeachoicebetweensustainabilityandspending.Forthesepeople,sustainabilityandtravelcombinedcanseemnon-urgentwhentheyareworriedaboutbillsandtheenergycrisis.

49%

believemoresustainabletraveloptionsaretooexpensive

(up11%from2022)

2023

India66%Average49%Indonesia32%

47%

wouldliketipsonhowtotravelmoresustainablyonabudget

CostvsConscience

Theeconomicweatherhaschangeddrasticallyinthepast12months,andthebigtopicsatthefrontofpeople’smindstodayarethecostoflivingcrisisandtheclimatecrisis.

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Withanincreasingnumberoftravelersfeeling

thepinch,theyareseekingmoresustainable

traveloptionsrichinrewards,withtheneed

forincentivization:

49%

wantdiscountsand

economicincentivestoopt

foreco-friendlyoptions

42%

wouldbeencouragedtotravelmoresustainablywithrewardpointsformakingmoresustainablechoicesthattheycoulduseforfreeextraperksordiscountsthroughonlinetravelbookingsites

(up12%from2022)

(upfrom66%from2022)

2023

Thailand70%

Average51%

Netherlands35%

Despitegoodintentions,44%oftravelersdon’tknowwheretofindmoresustainableoptions.Forexample:

BreakingThroughBarriers

It’snotjustcostthatisaperceivedhurdletotravelingmoresustainably.Fromlimiteddatatoaperceivedlackofoptions,barrierstotravelingmoresustainablyappearhigherthanever,withsometellingshiftsinthepast

12months.

74%

wanttravelcompaniestooffermoresustainabletravelchoices

51%

believetherearenotenoughsustainabletraveloptions

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75%

seekauthenticexperiencesthatarerepresentativeofthelocalculture

40%

don’tknowhoworwheretofindtoursandactivitiesthatwillensuretheygivebacktothelocalcommunity

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Inthepast12months,peoplesaytheyhavebeenconvertingintentintoactionbytakingactivesmallstepsathome–andincreasinglywhentraveling–todriveamoresustainablefuture.

SustainableStepstakenatHome

68%usedreusableshoppingbags

64%recycledwaste

58%carriedtheirownreusablewaterbottle

56%reducedtheirusageofsingle-useplastic

39%

tookpublictransportorbicycleovercar

39%

favoredsmall,independentshops

13%

haveeatenanexclusively

plant-basedorvegetariandiet

TheResponsible

Traveler

Despiteexistingbarriers

andthetighteningofpursestrings,it’sclearthere’sahugeappetiteforsolutions,withtwothirds(59%)moredeterminedtomakemoresustainablechoicesnowthanwhentheytraveled

ayearago.

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SustainableSteps

takenonVacation

67%turnedtheairconditioningoffat

accommodationswhentheyweren’tthere

60%re-usedthesametowelmultipletimes

55%usedtheirownreusablewaterbottle

77%

turnedoffthelightsandappliancesat

accommodationswhentheyweren’tthererecycledtheirgarbagewhentraveling

optedoutofhavingtheirroomcleaneddaily

45%

40%

Transportation

43%

plannedtheirsightseeing

sothattheycouldwalk,

bikeortakepublic

transport

Highest

Philippines

60%

31%

USA

Colombia

55%

29%

China

FromTourist

toChangemaker

Theresponsibletravelerisswitchingupresponsibletravelin2023–andtheireverysmallstepcounts.Thisshiftinbehaviorhighlightstheurgentactiontravelersaretakingastheystrivetomakemoresustainablechoicestosavetheplanetforfuturegenerations.

Evenmorepromisingly,travelerstookactiontomakeconsciouschoicesonvacationthatwentbeyondeverydaymicro-habitsinthepast12months.

Lowest

43%

traveledoutsideofpeakseasoninabidtoavoidovercrowding

Highest

Lowest

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BuyingLocal

Thereisalsoconsensusamongsttravelersonadoptingthe‘buylocal’mantraonvacationandusingtheircurrencyasaforceforgood:

54%44%42%39%

LATAM

EMEA

NORAM

APAC

43%

favoredsmall,independentstores

TheRiseofRegenerativeTravel

Amidrisingclimateanxiety,today’stravelersareincreasinglyadoptingaregenerativeapproachtotravelandsearchingforvacationswithmaximumpositiveimpact.

2023

69%

wantthemoneytheyspendwhentravelingtogobacktothelocalcommunity

IndonesiaNetherlands

83%

69%

55%

66%

saytheywanttoleavetheplacesthey

visitbetterthanwhentheyarrived

4Highest

85%Kenya

83%Vietnam

81%Indonesia

81%Thailand

52%Israel

51%Belgium

51%Germany

41%Netherlands

4Lowest

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Travelersarealsorethinkingwhattheyconsidertobemoresustainableformsoftravel:

65%

considerprotecting thenaturalenvironmentamoresustainableformoftravel

43%

consideractivitiesandtoursthatboost thelocaleconomy amoresustainableformoftravel

55%

considerpreservingwildlifeandnaturalhabitatsatthetraveldestinationamoresustainableformoftravel

Trust,truth

andtheTravel

Industry

Travelersarebecoming

moreresponsibleamidrisingclimateanxiety–fromtheiraccommodationtotheirtransportchoices.Asaresult,theyareseekingcredibleassurancewhenbookingacrosstheentiretravelexperience.

65%

wouldfeelbetteraboutstayinginaparticularaccommodationiftheyknewithadasustainablecertificationorlabel

59%

wanttofiltertheiroptionsforthosewithasustainablecertificationnexttimetheybook

69%

areinterestedtolearnmoreaboutwhyspecificoptionsarerecognizedasmoresustainable

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Inresponse,thetravel

industrymustadapt

tomeetthechanging

expectationsofthese

moreconscious

travelers,andmake

stridestogaintheirtrust:

39%

don’ttrustthatthesustainabletraveloptionslabeledaretrulymoresustainable

58%

23%

30%

arealwaysonthelookout

forbrandsthatpromote

sustainability

India

44%

likeitwhenbrandsofferproductsorservicesthataremoresustainable,butitdoesn’talwaysinfluencetheirdecision

11%

onlybuyproductsandservicesfrombrandsthatpromotesustainability

2%Denmark&Japan

India&Italy

Croatia

Indonesia

49%

61%

13%

India

MakingsolutionsEasierforEveryone

TravelerscanchoosemoresustainableoptionsacrosstheworldfortheirnexttripthroughBsearchfilters.

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500,000+moresustainable

accommodationsavailable,nomatter

thepropertytype,labeledwitha

certifiedTravelSustainablebadge

Rentalcarsearchfilterstoquickly

findfullyelectricandhybridcars

across111countries

95citiesworldwidewheretravelerscannowfindandbookgreenertaxioptionsbylookingforthe100%Electrictagginginthesearchresul