From Confusion to Clarity: Avoid Greenwashing and Turn Sustainable Travel Intentions into Action

Reports after reports show that travelers increasingly want sustainable travel options.  Yet they are confused by the information they see on social media, causing them not to take the actions they should. 

Kantar's 2022 Sustainability Sector Index reveals a striking contradiction in the Asia Pacific region. Despite 98% of consumers expressing readiness for a more sustainable lifestyle, only 17% actively change their behavior to align with it. 

Additionally, a significant 58% struggle to differentiate between environmentally friendly products and those that are not.

The report highlights this intention-action gap arises from lack of information, transparency, and concerns about higher costs.

In our view, travel marketers and hoteliers have a powerful opportunity: not only align their business goals with responsible operation but also promote their business authentically.