Tourists don't want to pay more for sustainability

Leaving the industry questioning how to become greener as it faces thin margins

Mar 14, 2023

Tourists around the world and especially in Europe are supportive of more eco-friendly trips but reluctant to carry the extra cost, according to studies and industry executives.

Key takeaways

  • 24% of German travelers believe ecological sustainability is an important criterion, but only 5-10% would be willing to pay even a moderate sustainability surcharge;
  • Ryanair told Reuters earlier this year that less than 3% of its customers are willing to pay the few euros needed to take part in their carbon offset program;
  • The younger generation is more committed to sustainability - those over 55 are remain stubbornly opposed to even marginal price hikes.

Get the full story at Reuters

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