Do Consumers Really Want Sustainable Travel?
June 2025, By Caleb Bendrey
Sustainable tourism: small changes, big impact
Many tips for sustainable tourism are relatively simple to integrate into holiday plans. Swapping single-use plastics for reusable water bottles and cups, or disposing of waste responsibly and respectfully, are easy wins. If you’re planning to explore nature on foot, sticking to designated paths and following guidance from local caretakers helps protect local ecosystems and wildlife.
At MM-Eye, we know from speaking directly with consumers that these small actions matter. They are part of personal responsibility, but also increasingly part of how people judge the brands, destinations, and services they choose to support.
Avoiding the crowds, helping the planet
Over-tourism remains a concern, and frankly, nobody enjoys being trapped in a busy tourist hotspot. Choosing to travel outside of peak seasons or picking a quieter, sustainably run destination doesn’t just improve your holiday experience, it also supports the local community and infrastructure.
Our consumer insight work, highlights that more travellers are considering these factors when planning their breaks. As pressure on global destinations increases, awareness of travel’s impact is likely to grow, and expectations of brands will grow with it.
Looking local: travel doesn’t have to mean far-flung
One easy way to engage with sustainable tourism is to look closer to home. The UK alone offers a wide range of beautiful and fascinating places to explore. Local travel reduces emissions and pollution, can save money, and allows holidaymakers to invest in local communities all while cutting out the need for air travel.
As seen in our SDSS data, this idea of “staycations with purpose” is gaining traction, especially among younger consumers who are weighing sustainability more heavily in their decisions. Brands and destinations that acknowledge this shift are better placed to retain trust and loyalty.
Eco-tourism: where education meets exploration
Eco-tourism is a nature-based form of travel that aims to strengthen the positive effects of tourism while reducing the negatives. It prioritises experiences that support conservation and foster genuine connections with local cultures and communities. From luxury eco-lodges to budget-friendly, nature-first options, it’s a segment of the industry that continues to grow and consumer interest with it.
Our research at MM-Eye supports this trend. Consumers are increasingly curious about how they can explore the world without contributing to its harm and are looking for travel brands that can guide them in that.
Sustainability matters for travel companies, too
Sustainable tourism isn’t just about individual actions; it’s also about what companies do. Many hotels are reducing single-use plastics, introducing recycled or compostable materials, and taking measurable steps to lessen their footprint. But it’s not enough to act, brands also need to communicate those actions clearly.
This is where insight becomes essential. SDSS includes a deep dive into consumer attitudes toward travel companies, revealing the growing importance of sustainability credentials when making booking decisions. Consumers are paying attention, and they remember who is walking the walk.
Closing the say–do gap
At MM-Eye, we specialise in understanding the gaps between what people say they care about and how they act especially when it comes to sustainability. If you are in the travel or tourism sector, now is the time to align your actions with your messaging and make sustainability a meaningful part of your brand strategy.
Want to understand how travellers view your sustainability efforts or what you should focus on next?
Contact us at info@mm-eye.com or use the form below to book a consultation.