Booking.com reveals latest sustainable travel data research
Booking.com’s 2024 Sustainable Travel Report explored the latest consumer attitudes, priorities and influences related to sustainable travel, revealing that while travellers aim to travel more sustainably, they continue to face certain challenges.
Gathering insights from more than 31,000 travellers across 34 countries and territories, the annual research revealed a continued sense of desire and awareness. However, new insights show a sense of weariness could be emerging globally, fuelled by the ongoing issues that travellers experience to make more sustainable travel choices.
The recent study showed that while travellers feel travelling more sustainably is important, it was not a primary consideration when planning or booking a trip. Travellers are tired of hearing about climate change all the time – thus the opportunity for collective action is more pertinent than ever, in order to ensure that progress toward a more sustainable travel industry remains a priority.
Positive intentions meeting new challenges
Looking ahead, travellers say that they want to travel more sustainably over the next 12 months, and would feel guilty when they make less sustainable travel choices.
However, a sense of disillusion towards making more sustainable travel choices may be counteracting these positive intentions. New areas of exploration researched for the first time this year revealed that some travellers do not recognise the importance of being more mindful of their impact, as nearly half (42%) feel that the damage already done is irreversible and that the travel choices they make are not going to change that.
There is even the thought that climate change is not as severe as people make it out to be – a dismissal of the issue which may well be impacting travel plans.
Moreover, some feel their time spent travelling is too precious to put sustainability at the top of their decision-making list (37%). Not seeing sustainability in action is also contributing to the sense of powerlessness, for instance, being more sustainable in a destination that is not implementing sustainability practices itself feels pointless.
Shared responsibility and the critical opportunity for industry-wide enablement
The role travellers feel they can play in tackling the negative impacts of travel also highlights their expectations around collaboration. Travellers say they want to leave the places they visit better than when they arrived, and this year’s additional research shows 48% think governments hold the most potential for countering the economic effects, and 44% believe travel service providers hold the key to addressing environmental factors.
Responsibilities extend to how consumers are being supported to fulfil their intentions. Coming across an accommodation labelled as more sustainable is more appealing, and consistency of certification standards is critical to identifying these options with 69% agreeing that all travel booking sites should use the same sustainable certifications or labels.
Sustainable silver linings
Despite the emerging frustrations, travellers are making more mindful choices and feel that more sustainable travel experiences are actually adding value to their trips. New areas of research in this year’s report found that more travellers recognise that they are the best version of themselves when they travel more sustainably and consequently take home this positivity, becoming more sustainable in their everyday life. This includes travellers who did tours or activities for authentic, local, and cultural experiences, shopped at small, independent stores, and who planned their trips so that they could walk, bike, or take public transport.
“While many travellers have retained a sense of optimism and a desire to have a more positive impact, there is a critical opportunity for the industry to accelerate efforts to make those choices easier for everyone,” said Danielle D’Silva, head of sustainability at Booking.com.
“It’s important that we continue ensuring that more sustainable options are not only readily available, but also easy to trust and understand. That’s where we believe further education, clear and consistent standards and credible third-party certification of legitimate sustainable practices across the travel experience can really help. While the signals of consumer frustration should be a concern, it’s also a reminder to maintain our focus on the impactful work we know can make a difference not only for travellers but for communities and destinations everywhere.”
Booking.com’s full 2024 Sustainable Travel Report can be viewed here.
Millennial, Gen Z travellers in Asia-Pacific seek value and experience: Marriott Bonvoy
Marriott International’s loyalty programmes, Marriott Bonvoy’s latest survey has found that a majority of Gen Zs and millennials in Asia-Pacific excluding China (APEC) prefer the simplicity of belonging to one comprehensive loyalty travel programmes.
While 60% of APEC Gen Zs and millennials are actively subscribed to loyalty programmes, the challenge of juggling several loyalty programmes has led most (57%) to seek out one that meets all their travel needs.
Marriott Bonvoy carried out the survey of 1,000 respondents across ten markets in APEC to better understand the shifting attitudes of millennials and Gen Zs, and their travel behaviours. The survey identified an emerging generation of travel-focused, value-driven Savvy Explorers in APEC who seek to maximise their travel dollars and unique travel experiences.
Travel in 2024 is a priority for Gen Zs and millennials: 73% report their intentions to take at least two trips in the next 12 months and 91% plan to spend the same, if not more, on their trips compared to the year before. Travel is viewed as an essential lifestyle component, and most are willing to reduce everyday spending on dining out (60%), shopping sprees (57%) and their daily coffee (54%) so as to spend more on a holiday.
The trend of greater member growth and activity extends to the Marriott Bonvoy app. APEC member enrolment via digital channels grew by more than 25%, with mobile app downloads and active users more than doubling in 2023 compared to pre-pandemic levels.
The regional survey also uncovered notable trends among Gen Zs and millennials across the 10 APEC countries.
Travel value unlocked through everyday spend
Savvy Explorers take considered steps to unlock travel value through everyday spend. Leveraging on their familiarity with loyalty programmes, APEC’s Gen Zs and millennials employ varied tactics to maximise their travel rewards: four in five say they have gone out of their way to use a travel-linked credit card for everyday purchases, and 67% actively use a travel loyalty programme to book and redeem local experiences and staycations.
This trend is supported by usage behaviours of Marriott Bonvoy members in APEC. They accumulated points from stays across more than 8,800 Marriott International properties globally, and through everyday spend. Redemption for hotel stays in 2023 registered a 130% increase compared to pre-pandemic times, accounting for the majority of redemptions, followed by points-to-miles conversions on partner airlines.
Hotels become a key destination to explore
Hotel experience is key to winning the hearts and dollars of the Gen Z and millennial segment, with 99% of respondents believing their hotel choice can make or break their holiday. Hotels are also increasingly viewed as a key destination for exploration, going beyond the role of ‘accommodation’. Nearly four in five respondents expect their hotel to provide curated local programming and experiences, while 84% prefer to stay at a hotel with designs and activities reflective of its destination.
The recent debut of Moxy Hotels in key APEC markets exemplifies Marriott International’s commitment to continuously bring new hospitality experiences to the region.
Despite a desire to maximise their travel budgets where they can, their hotel is one area that APEC’s Gen Z and millennials are willing to invest extra travel dollars towards. Top motivations for new-generation travellers to splurge include the hotel’s room offerings (48%) and location (42%). While amenities remain key considerations, these guests value a seamless travel experience, with mobile-first customer service (61%), reliable Wi-Fi (68%) and flexible check-out (64%) outpacing traditional benefits like lounge access (42%).
Destination ‘dupes’ fuel intra-regional travel demand
International travel has returned but APEC’s Gen Z and millennials remain committed to destinations closer to home. While iconic holiday locations like the Swiss Alps and Bora Bora maintain their appeal, 55% are opting for destinations within the region that provide a similar experience. These so-called “destination dupes” are fast gaining traction among this segment because they allow Gen Zs and millennials to stretch their travel expenses (69%), discover something new (63%) and are easily accessible (62%).
As a reflection of robust intra-regional travel demand in 2023, Marriott International saw over 60% of bookings in APEC coming from within the region.
Corporate backpackers on the rise
Gen Zs and millennials are also taking bleisure travel up a notch by capitalising on the opportunity of a business trip to embark on multi-destination tours. In addition to extending their travel plans (68%), 84% plan to explore nearby cities and countries as part of their post-work itinerary.
Off-peak travel maximises destination experience
Gen Zs and millennials are also carefully planning when to travel to maximise their trip experience. The majority (71%) of Gen Z and millennials say they would opt to travel during off-peak seasons so as to beat the crowds and get more out of their trip; 67% feel they can do more during low-peak seasons, and 77% leave their holidays feeling more relaxed and rejuvenated.
“Survey results suggest that Gen Zs and millennials in APEC are purposefully strategising how they can channel value from their everyday spend toward rewarding travel experiences. They also prefer to be part of only one all-encompassing loyalty travel programmes which fulfils their needs. To this end, Marriott Bonvoy – which gives members access to over 30 brands in 10,000 destinations – is well positioned to deliver greater value and unlock more experiences for Gen Zs and millennials,” said John Toomey, Marriott International’s chief sales and marketing officer, Asia-Pacific excluding China.
“As testament to the programme’s appeal, we have seen Marriott Bonvoy’s membership base in APEC grow by more than 50% since 2019. What’s more encouraging is that our members are highly active. They earned 40% more points in 2023 compared to 2022, and are putting their points to good use, with points redemptions increasing by more than 55% in the same period,” he revealed.
WTTC, UN Tourism and Sustainable Hospitality Alliance release report on nature positive tourism
Global leading Travel & Tourism players – WTTC, UN Tourism and Sustainable Hospitality Alliance (SHA) – have joined forces to publish a landmark report setting out their joint plan to help halt and reverse biodiversity loss.
Launched on Earth Day 2024, Nature Positive Travel & Tourism in Action was developed in collaboration with specialist consultancy Animondial. The report is the sector’s pledge to support the implementation of the Kunming-Montreal Global Biodiversity Framework (GBF), the UN’s Biodiversity Plan.
It presents more than 30 case studies of inspiring and progressive actions from around the world involving large and small businesses, national and local government agencies, civil society groups, and inter-sectoral partnerships.
The report, which follows the 2022 WTTC report Nature Positive Travel & Tourism, includes practical frameworks and real-world examples that encourage both travel providers and travellers to embark on journeys that contribute to the conservation of our natural treasures, and also highlights the intrinsic link between biodiversity and tourism’s resilience.
Julia Simpson, WTTC president and CEO, said: “This historic partnership with Travel & Tourism heavyweights is a significant step in our collective journey towards a more sustainable and responsible sector.This report is not merely a publication but a movement towards integrating environmental stewardship into the core of travel experiences.”
Zurab Pololikashvili, secretary-general of UN Tourism, commented: “This pivotal new collaboration among key global players sets a robust framework for sustainable practices that not only drive significant impact but also exemplify the power of united efforts in conserving biodiversity.
Glenn Mandziuk, Sustainable Hotel Alliance CEO, said: “Nature underpins our society, economies and indeed our very existence. The hospitality industry is today a leader among industries in its Nature Positive approach and this report signifies how much our industry understands the true value of nature.”
Recognising that the sector has a critical role to play in protecting and conserving biodiversity, the Nature Positive Tourism approach is designed to be a touchstone for actionable change. It focuses on equipping the sector with the tools and insights needed to nurture and protect destinations upon which it depends.
View the report here.
Cathay’s tree-planting initiative achieves 30,000 milestone
Cathay has reached a milestone in its 1 Ticket, 1 Tree journey, with the planting of 30,000 mangrove trees in South-east Asia since the initiative was launched in 2021.
This includes 7,500 mangrove trees that Cathay and its partners have committed to plant in 2024, from tickets sold in South-east Asia from a five-day campaign period in July 2023.
Now in its fourth year, 1 Ticket, 1 Tree is a South-east Asia initiative by Cathay that underscores its commitment to support local communities, restore local habitats and drive climate resilience.
Cathay plants a tree in the region for every ticket purchased from Singapore, the Philippines, Thailand, Indonesia, Malaysia, Vietnam and Cambodia during a specified campaign period. To kickstart 1 Ticket, 1 Tree this year, 4,000 trees were planted in Thailand’s Bangpu Nature Education Centre in Samut Prakan on March 23. The remaining trees will be progressively planted in mangrove forests across South-east Asia in the coming months.
Cathay continues to work with local environment and community partners to restore mangrove forests in the region. In Thailand for instance, half of the 4,000 trees were contributed by KTC (Krungthai Card), who joined Cathay’s efforts in Thailand for the first time this year. Since 2021, Cathay has worked with 13 local partners across the region to plant trees and ensure they grow and thrive.
Dominic Perret, regional general manager for South-east Asia, Cathay, said: “Giving back to the communities we serve is an important part of this endeavour, as we collaborate with our customers and business partners to protect the coastal ecosystems that many local communities in the region depend on for food, protection and income.
“We are extremely encouraged by the positive response we’ve received from other like-minded partners who have since joined us in this effort, or simply helped spread the word.”
Luxury Escapes rolls out booking portal for New Zealand agents
Luxury Escapes has introduced a new industry booking portal, Agent Hub, tailored for use by travel agents around New Zealand, enabling millions of New Zealanders to access exclusive Luxury Escapes travel deals through their preferred travel agent.
Travel agents can now tap into commissionable rates for Luxury Escapes’ Limited Time Exclusive offers. Thousands of agents had previously been selling these packages to customers without receiving any commission due to high demand. Luxury Escapes has now forged partnerships with agents to allow them to earn commission on their sales, working directly with tour operators and DMCs to offer some of the most competitive tour rates globally.
Earlier in March, Luxury Escapes Agent Hub launched in Australia, marking a significant milestone in Luxury Escapes’ commitment to revolutionising the travel industry.
Key features of the Luxury Escapes Agent hub include exclusive deals and add-ons, streamlined booking processes, a range of commission levels available on most product verticals, as well as access to Luxury Escapes’ extensive network of connections and industry expertise.
In addition to the launch of Agent Hub, Luxury Escapes will also introduce a number of upcoming incentive programmes designed to reward participating agents including bonus commissions, Luxury Escapes bonus credits and more.
“We’ve always loved the trade and the ability to work with literally thousands of agents at scale is hugely exciting for us,” remarked co-founder and CEO of Luxury Escapes, Adam Schwab. “The launch of our new industry portal allows us to give access to agents to our very best product and importantly, pay agents for the incredible work they do helping customers every single day”.
Chris Brandon, senior manager – agency distribution, Luxury Escapes, said: “We have long had huge demand from travel agents wanting to book our packages and are thrilled to now be able to offer industry access to the Luxury Escapes platform and product. We appreciate that many consumers have existing travel agent relationships and look forward to offering our amazing deals to a wider audience by way of travel agents across the country.”
Korean Air, WestJet expand codeshare agreement
Korean Air and WestJet have expanded their codeshare partnership to provide more transpacific destinations to its customers.
Korean Air will begin selling flights on WestJet’s new route between Seoul Incheon and Calgary, which will launch from May 17. Flights on this route will operate three times a week using Boeing 787 Dreamliners.
WestJet customers will gain access to flights operated by Korean Air to six new destinations – Bangkok, Danang, Hanoi, Ho Chi Minh City, Hong Kong and Singapore – via Korean Air’s hub at Incheon Airport.
With the new codeshare expansion, the airlines’ codeshare network will increase to 36 routes, including Korean Air’s flights from Seoul Incheon to Vancouver and Toronto; WestJet’s domestic routes within Canada; and flights to/from the US via Vancouver and Toronto.
Dusit Thani Bangkok offers early-bird savings
Dusit Thani Bangkok hotel will reopen on September 27 this year after its transformation as part of Dusit Central Park, and has launched a special reopening offer for guests.
Starting May 1, guests can secure their bookings for the new Dusit Thani Bangkok and be rewarded with a nightly credit of US$75 for dining and spa treatments, along with other enticing perks. Rates start at US$330++ per night, and bookings for this offer can be made until October 31 for stays between September 27, 2024 and March 31, 2025.
Guests can enjoy the 257 guestrooms and suites that boast floor-to-ceiling windows with views of Lumpini Park, wellness offerings, curated dining experiences, a multi-level rooftop bar, and more at the redesigned property.
For more information, visit Dusit Thani Bangkok.
Lead with inclusivity, drive hospitality forward
In hospitality, inclusive leadership and gender balance are becoming important business imperatives, as gender-diverse teams reportedly see up to 19 per cent higher profits. However, gender parity in leadership remains a challenge in this industry, owing to factors such as demanding expectations, work-life balance struggles, and the scarcity of female leaders as role models. A 2022 WTO report noted the insufficient data on women in leadership across Asia-Pacific, and underscored the urgency for action.
At Hilton, we believe in the value and impact of women at every level of our organisation and are committed to amplifying women’s voices within our executive teams. Women currently constitute 55 per cent of our Asia Pacific Executive Committee, and we have set ourselves a goal to increase the percentage of female general managers in this region to at least 25 per cent by 2027.
We also address unconscious bias in talent selection by instituting requirements for gender-diverse candidate slates and interviewing panels in our recruitment process, and implementing compulsory unconscious bias training for our leaders and team members. Our leadership programmes, such as Lead@Hilton in partnership with Harvard University and the SHINE Program for emerging director-level talents, are instrumental in shaping diverse leaders for the future of hospitality.
Embracing inclusion: team members champion inclusivity
Inclusion at Hilton must transcend leadership ranks. That is why we place incredible emphasis on evolving beyond a top-down mandate to foster a shared value embraced by our 62,000 Asia Pacific Team Members. That is when our workplace embodies the very essence of our signature hospitality – powered by humanity, and strengthened by inclusion, wellness, growth and purpose for all.
We empower our Team Member Resource Groups (TMRGs), through our Courageous Conversations to promote diversity within Hilton and beyond. Alongside Women’s and Pride TMRGs, we’re launching Generations and Abilities TMRGs in Asia-Pacific, celebrating the unique strengths of our multi-generational and differently-abled workforce. Led by DEI advocates, our TMRGs drive initiatives for awareness, empathy, and collaboration, cultivating a truly inclusive environment and supportive ecosystem where all team members can thrive.
Amid the challenges of a talent-scarce environment, Hilton proudly distinguishes itself as an employer of choice, having been named the #1 World’s Best Workplace last year, and Asia’s top-ranked hospitality company for seven consecutive years. This validates our commitment to fostering a workplace where every Team Member thrives and is empowered to bring their true self to work.
Hilton’s commitment to transforming its workplace experience also aligns with evolving priorities such as providing work flexibility through an AI-based smart scheduling system and attracting alternative talent sources such as gig and mature workers.
As the boom of travel continues its upward trajectory, it is paramount that our industry remains steadfast in its journey to inspire inclusion. In a post-pandemic world, this signifies our commitment not just to rebuild but to evolve, as we shape the future of hospitality with a workforce as diverse and dynamic as the guests we serve.
Indonesia’s Manado airport resumes operations
Volcanic ashes from the eruption of Mount Ruang in North Sulawesi had prompted the authority to close Manado’s Sam Ratulangi International Airport from April 18 to mid-day April 22, leading to flights and at least one event being cancelled.
At press time, the airport has resumed normal operations as of yesterday.
Since the eruption, passengers (mainly domestic) stranded in Manado have been looking for alternative routes via Gorontalu, Palu City and Ternate, shared Reenaldo Wangkar, managing director of Welcome Manado Wisata.
However, this incurred extra costs for passengers as they had to buy a new ticket.
Some international passengers were also left stranded as Scoot flights between Friday and Monday were cancelled.
Reenaldo noted that with the airport closure status updated only every 24 hours, this proved challenging for passengers as they had to “reschedule at each airline’s office everyday”.
Jouvendi Rompis, chairman of the Indonesian Travel Agents Association (ASTINDO) North Sulawesi Chapter, said: “Some tourists have been having problems returning home because of the closure – moreover many international divers, who were scheduled to dive in North Sulawesi, were stuck in Jakarta and Singapore.”
Reenaldo added that his tour groups for April 26 and 27 have already considered cancelling their trips, thus he has had to offer to reschedule their bookings, and is also prepared to refund the groups if rescheduling was not possible. The two groups are from Singapore (32 pax), and a Catholic pilgrimage group from Jakarta (10 pax).
“There was an important United Cities and Local Governments Asia-Pacific (UCLG ASPAC) event in North Minahasa which (has been) postponed until June. (As a result) some of our transport rental orders for the event were cancelled,” he continued.
On a more positive note, Reynold Mawikere, owner of Manado Golden Travel and secretary of ASTINDO North Sulawesi Chapter, shared that reports from his members showed that this month was incidentally a slow one, stating that “there are many open trips for next month” which are fully-booked.
He added that with Mount Ruang located about five-hours’ boat ride away from Manado, the eruption has not had a significant impact on the tourist attractions around Manado.
For guests who are already in Manado, Reynold commented they can still “continue to visit existing tourist attractions unless the specifications for photography are affected due to visibility”.
Insight Vacations has launched its small group, women-only tours specially created for women by women – first tours depart in 2025 with the hope of encouraging solo travel and spotlighting women in the travel industry.
The development of Insight Vacations’ Women-Only Tours comes after research with Journey Women, in which they surveyed over 1,000 female travellers. Results showed that 65 per cent of those surveyed “look for tour companies that offer women-only tours or solo trips for women” while 43 per cent feel “the travel industry ignores solo or older female travellers”.
On the new tours, travellers will have the opportunity to explore more culture and celebrate women’s achievements across countries, meet likeminded women and forge lifelong friendships. The small group tours will have a maximum of 24 guests and follow exciting routes with more single-room stays in stylish handpicked hotels, meals in top-rated dining spots and stress-free travel.
During the Peru with Machu Picchu trip, travellers meet the Quechua weavers of Peru’s Sacred Valley, and learn about the cultural importance of this ancient craft and how their visit helps preserve this ancient culture. Guests on the Country Roads of Italy Tour will have the opportunity to meet with a weaving association in Perugia that’s owned and run by women, and on the Best of Morocco Tour, travellers can attend a baking class at a women’s cooperative which empowers women to become professional chefs.
The Journey Women research also noted that 73 per cent of women surveyed seek recommendations and travel advice from other women before travelling solo. As such, Insight Vacations will launch a new social travel group on Facebook for women – Insight Vacations Women-Only Travel Community. With this group, Insight Vacations hope to encourage women to join and discuss travel among themselves, share tips, and find others with similar interests.
“As a travel brand, we are always intent on inspiring inclusion, which is why we wanted to open doors to all women, especially solo or older travellers who prefer the additional security or companionship of travelling with fellow females,” said Mae Cheah, managing director, Asia, TTC Tour Brands.
“Our women-only tours are something we’ve carefully developed for women by women to meet their unique needs of exploring new cultures… we are always looking to create exceptional experiences that enable women to explore the world with confidence.”