The online survey was conducted in February and gathered insights from more than 31,000 people across 34 countries and territories who had traveled at least once in the past 12 months and who are planning to travel in 2024.

More than three quarters – 83% - of respondents said sustainable travel is important, and 75% said they want to travel more sustainably over the next year, down one percentage point compared with the 2023 survey.

But almost half of the respondents this year – 45% - said sustainability is not a primary consideration when they plan or book travel.

One-third said they feel the damage to the environment that has already been done is irreversible and that their choices won’t have an impact. And some also expressed doubts that could be impacting their travel decisions: 28% of respondents said they are tired of hearing about climate change and one-quarter said they don’t think climate change is as severe as it is “made out to be.”

In a statement sharing the survey results, said, “Not seeing sustainability in action is also contributing to the sense of powerlessness” – with more than a third (34%) of travelers responding that it feels “pointless” to act more sustainably in a destination that is not implementing sustainability practices itself.

And as to where responsibility lies for progress on sustainability, 43% of respondents said travel service providers “hold the key to counteracting the environmental” impact of travel.

“While many travelers have retained a sense of optimism and a desire to have a more positive impact, there is a critical opportunity for the industry to accelerate efforts to make those choices easier for everyone,” said Danielle D’Silva, head of sustainability at

“It’s important that we continue ensuring that more sustainable options are not only readily available, but also easy to trust and understand. That’s where we believe further education, clear and consistent standards and credible third-party certification of legitimate sustainable practices across the travel experience can really help. While the signals of consumer frustration should be a concern, it’s also a reminder to maintain our focus on the impactful work we know can make a difference not only for travelers, but for communities and destinations everywhere.” said its full report on the survey data will be available in the coming weeks. The annual survey does not ask the same questions each year, so year-to-year comparisons are not always possible.

In March, revamped its sustainability program following pressure from the Netherlands Authority for Consumers and Markets, which said some elements of the program were misleading. The online travel agency has eliminated its "Travel Sustainable Badge" that it gave to properties based on their score on a variety of sustainability measures. Now the OTA will label properties that have received a sustainability certification from a third-party.