Virtuoso Travelers Express Growing Awareness of Sustainability but Also Want Transparency

by Mia Taylor
Last updated: 2:55 PM ET, Fri March 22, 2024

Keeping sustainability top of mind while traveling has never been more important. As the world grapples with climate change, biodiversity loss, and record levels of plastic pollution impacting the environment and people's health, it is critical for every traveler to be cognizant of their impact while globetrotting.

The travel network Virtuoso, has just released the results of a survey focused on this very issue. The survey asked some of what Virtuouso calls “the world’s savviest travelers” how they view and approach sustainable tourism. The results indicate that there’s a steadily increasing demand for exploring the world alongside a growing awareness amongst travelers regarding their influence and impact on the destinations being visited.

More than half of surveyed travelers said global developments in 2023 have encouraged them to travel more sustainably and responsibly, citing geopolitical conflicts, overtourism and the effects of climate change, such as natural disasters, pollution and rising temperatures, according to Virtuoso.

Additionally, 45 percent of respondents agreed that traveling sustainably enhances their vacation experience – a figure that represents a nine-point increase compared to the prior year’s survey.

Here are some of the survey’s additional key takeaways - which come from Virtuoso travel advisors and their high-net-worth clients.

Seasonality Shifts

Travelers are choosing to steer clear of the crowds, according to the survey. About 76 percent of advisors reported that their clients are adopting off-season travel more regularly, primarily to avoid crowds and lines, says Virtuoso

Nearly half of consumers expressed their willingness to visit popular destinations during off-peak times and more than 30 percent showed readiness to explore alternative, less-touristed destinations in an attempt to help address overtourism.

Equally heartening, 13 percent of travelers said they were open to embracing both methods - exploring alternative destinations and traveling in off-season.

Cultural Appetite

About 86 percent of advisors said their clients are investing in the cultural heritage of the destinations they visit, demonstrated through such activities as participation in exchange/learning programs with locals, support for local crafts and performing arts, and aiding the conservation efforts of historic landmarks and sites.

That sort of cultural commitment also extends to culinary experiences, says Virtuoso. For example, 68 percent of advisors report clients showing a heightened interest in hotels and restaurants that prioritize sustainable gastronomy, actively preferring local eateries over chains as well as seeking ingredients with low environmental impact (farm-to-table).

What’s more, almost 20 percent of advisors said their clients were showing interest in zero-waste food options and plant-based menus, signaling an emerging shift towards eco-friendly dining preferences.

Amplified by AI

More than half of Virtuoso advisors believe Artificial Intelligence (AI) will play a role in the future of sustainable tourism, according to the survey.

Responses from survey participants indicate that AI holds the potential to enhance and promote sustainable travel by crafting tailored itineraries, providing eco-conscious recommendations and analyzing data to monitor and address environmental issues.

However, some advisors expressed concern regarding AI’s influence on meaningful human interaction and the reliability of AI-derived information. All which, Virtuoso says, “prove that while AI may serve as a tool, it will not replace the need for trusted advisors and genuine relationships.”

Clarity Over Cost

Cost is not a barrier to traveling more sustainably, among Virtuoso clients. But transparency is: 58 percent of travelers are willing to pay more to travel responsibly if they know how the funds are being used and are being used to support sustainability efforts. That figure is a five-point increase from the previous year’s survey.

Travelers also expressed a strong desire for deeper knowledge and assistance in making more informed decisions, with more than 30 percent saying they would be encouraged to travel more responsibly if they had “a clear understanding of their options and guidance from a trusted source, such as a professional travel advisor, to help them get started.”

“Awareness amongst travelers is growing and we’re having conversations about how to travel more responsibly in a way we didn’t even a few years ago, which is encouraging,” said Virtuoso’s Vice President of Sustainability Javier Arredondo. “An evolution has taken place, where sustainability is no longer viewed as an obligation or a forced necessity, but as an opportunity for travelers to use their purchasing power to make a positive impact while also creating lifelong memories.”