The demand for sustainable tourism is increasing in high net worth travelers, according to a recent Virtuoso study which found a heightened awareness of the impact travel has on our planet.
More than half of surveyed travelers said global developments in 2023 have encouraged them to travel more responsibly, citing geopolitical conflicts, overtourism and the effects of climate change, such as natural disasters, pollution and rising temperatures. Additionally, 45 percent of respondents agree that travelling sustainably enhances their vacation experience – a nine-point increase compared to 2023’s survey.
Travelers are choosing to steer clear of the crowds. Seventy-six percent of advisors reported their clients are adopting off-season travel more regularly, primarily to avoid crowds and lines. Consumers echoed this sentiment, with almost half expressing their willingness to visit popular destinations during off-peak times and over 30 percent showing readiness to explore alternative, less-touristed destinations, all to combat overtourism. Moreover, 13 percent were open to embracing both methods.
Eighty-six percent of advisors said their clients are investing in the cultural heritage of the destinations they visit, demonstrated through their participation in exchange/learning programs with locals, support for local crafts and performing arts, and aiding the conservation efforts of historic landmarks and sites. This cultural commitment also extends to culinary experiences. Sixty-eight percent of advisors report their clients’ 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). And almost twenty percent of advisors said their clients were showing interest in zero-waste food options and plant-based menus, signalling an emerging shift towards eco-friendly dining preferences.
Over half of Virtuoso advisors believe Artificial Intelligence (AI) will play a role in the future of sustainable tourism. According to responses, 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, proving that while AI may serve as a tool, it will not replace the need for trusted advisors and genuine relationships.
Virtuoso clients reported that cost is less of a barrier to travelling more sustainably, but transparency is: 58 percent of travellers are willing to pay more to travel responsibly if they know how the funds are being used – a five-point increase from 2023. Travellers 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.
