Demand for more sustainable travel options won’t be driven by consumers and must instead be led by the industry itself; that was the key theme to emerge from Wanderlust’s WTM London panel session exploring UK consumers’ perception of “green” travel.
The panellists agreed there was still a gap between consumer intent and action, and that sustainable messaging did not drive new customers to book their tours. Sam Seward, Exodus Adventure Travels managing director and chief sustainability officer, said the pivotal moment for consumers came when they have a positive sustainability experience while on tour.
