According to Travellyze, the ITG Group’s business intelligence platform, sustainability and environmental care are "quickly becoming key factors" in purchasing decisions across all sectors.
The firm said studies warning of the dangers of climate change and latest ecological trends have influenced consumer behaviour.
Analysis of European tourists has shown a change in attitude towards sustainability, which in turn has led to an increase in CO2 compensation of 15.2%, the choice of green accommodations has increased by 5.1% and customers supporting environmental causes while traveling has increased by 7.2%.
According to the data, 26% of European travellers are concerned about the environment and attach importance to sustainability when choosing their travel destination.
The majority of these "sustainable" tourists are over 40 years old, have a higher education and more than 50% receive a salary of less than €36,000 per year.
In terms of accommodation, 35% of sustainable travellers prefer to stay in 3- to 4-star hotels over apartments (22%) or bed and breakfast establishments (20%).
