Research Suggests 15% of European Tourists Are More Climate Conscious

Studies warning of the dangers of climate change and the latest ecological trends seem to have influenced consumer behaviour

Studies warning of the dangers of climate change and the latest ecological trends seem to have influenced consumer behaviour. This is so much so that, by analyzing European tourists, we can observe that they are modifying their behaviour, which has had the following results:

  • CO2 compensation has increased by 15.2%
  • The choice of green accommodations has increased by 5.1%
  •    Supporting environmental causes while travelling has increased by 7.2%

In addition, Europe is emerging as the main international benchmark. Italy, Spain and Germany stand out as the markets with the best reputation in Europe for the most conscientious tourists. These same territories are the main European issuing markets for “sustainable travellers”, Italy being the first with 53%, followed by Spain with 49% and Germany with 44%.

Profile of the European “sustainable traveller” 

According to Travellyze data, 26% of European travellers are concerned about the environment and attach importance to sustainability when choosing their travel destination. The majority of these “sustainable” tourists are over 40 years old and have a higher education. As for their income, it is striking that more than 50% receive a salary of less than 36,000 euros per year.

In terms of accommodation, 35% of sustainable travellers prefer to stay in 3- to 4-star hotels over apartments (22%) or bed and breakfast (B&B) establishments (20%). Also noteworthy is the emergence of budget establishments such as hostels and guesthouses (17%), which are making a great effort to modernize their sustainable offer in order to attract a younger public.

Their main travel inspiration comes from search engines such as Google (34%), review websites (28%), TV shows (27%) and some social networks such as Facebook (26%).

Carbon footprint and hygiene, priority factors 

Climate change has become an issue that is increasingly shaping the way contemporary tourists think and act. As Travellyze points out, minimizing their carbon footprint is the main factor of choice for this type of conscientious traveller; more than 50% of “sustainable” tourists attach great importance to reducing carbon emissions.

Other factors such as cleanliness, health, hygiene, and safety at the destination have a major impact on the travel decision for 46% of this type of tourist. This is a sign that the pandemic has changed travellers’ priorities, with health and safety now being given greater importance.