Consumers in Asia-Pacific are showing a stronger interest in sustainability while traveling when compared to global averages, finds a study by Expedia Group that analyses data from Japan, India, China, and Australia.

APAC consumers seek sustainable options while travelling
Globally, 90% of travellers want to see sustainable options when booking a trip. This trend was even stronger in the APAC region, with 95% of travellers indicating interest in sustainable travel options, as compared to other surveyed regions, including the Americas at 74% looking for sustainable travel options, and Europe at 69%.

India and China emerge as countries showing the most interest in sustainable travel, with 98% of Indian and 96% of Chinese consumers saying they look for sustainable travel options.

Australia and Japan also show strong interest in sustainable travel, with 72% and 56% respectively saying they look for sustainable travel options.

Increasing importance of sustainable travel in Australia and Japan
Compared to previous trips, Japanese consumers are 280% more likely to stay in accommodations or lodging that are actively lessening environmental impact and 125% more likely to use environmentally friendly transport for their next trip.

For their future travels, Australian consumers are 74% more likely to use providers who declare a commitment to sustainable practices. Additionally, on their next trip, 63% of Australians plan to support local communities by buying from local stores and restaurants, rather than chains.

APAC consumers pay a premium for sustainable travel
APAC consumers are aware that sustainability comes at a cost, and they are willing to pay more to ensure that their trip is sustainable. Overall, 100% of APAC consumers said they would be willing to pay more for sustainable travel.

APAC consumers are willing to pay 41% more for sustainable travel options, with Indian consumers willing to pay up to 44% more. Those in Japan and Australia are willing to pay 25% or so for sustainable travel.

For 56% of APAC consumers, they are willing to pay more for sustainable food and activities, closely followed by additional transportation and lodging costs.

Sacrificing convenience and comfort for sustainable travel
Compared to the Americas and Europe, 96% of APAC consumers are willing to make sacrifices if it means that they can be a more sustainable traveller.

In giving up convenience and comfort while travelling, 53% of APAC consumers are willing to do so, followed by 50% who are willing to sacrifice time travelling to a destination and accommodation convenience.

Australian and Japanese consumers are more likely to sacrifice the time it takes to travel to a destination than other factors.

Sustainable travel differs by country
Sustainability has become a common term in many spaces, but the meaning of the word can differ from person to person and region to region. Across the APAC region, supporting local economies, supporting local cultures and communities, and lessening environmental impact are considered aspects of sustainable travel, according to about 70% of respondents.

Looking at the country-specific data, different patterns emerge. In Australia, over 75% consumers believe that lessening environmental impact is a part of sustainable travel. Australians were less likely to say that supporting local economies, cultures, and communities were part of sustainable travel. Fewer than 40% of respondents saw visiting lesser-known destinations as a part of sustainable travel.

Supporting local cultures and communities was the most popular response for Indian consumers, with 74% indicating that as sustainable travel. Chinese respondents were split between lessening environmental impact and supporting local economies as the most popular answers.

In Japan, supporting local economies as a part of sustainable travel had the highest percentage of respondents at 50%. Less than 40% of respondents saw supporting local cultures and communities or visiting lesser-known destinations as part of sustainable travel.

Looking for sustainable travel information from various sources
More than 66% of APAC consumers are looking to learn more about travel options with low environmental impact and options that support local cultures and communities. More than half want to see this information from local destinations, tourism, or visitor resource groups. Just under half of respondents want more information about sustainability from accommodation or lodging companies and transportation providers.

Preferred sustainable travel destinations differ by country
Over 50% of Chinese and Indian respondents are looking for sustainable options in major cities, compared to less than one-third looking for travel options in lesser-known towns or resorts.

However, 56% of Japanese consumers and 46% of Australians are looking for sustainable travel options in a lesser-known destination. Only 18% of Japanese respondents are looking for sustainable options in a major city.