In a context where travelers’ expectations are rapidly evolving, sustainability is becoming a major concern, even in the luxury sector. In order to identify how to encourage travelers to adopt more responsible behaviors, a report has been published by Accor in collaboration with Booking.com and the University of Surrey.
This in-depth study analyzes travelers’ sustainability motivations and proposes strategies to encourage more environmentally-friendly practices, with the aim of better understanding the factors that influence travelers’ sustainable behaviors and finding concrete ways to integrate these concerns into the hotel experience. Indeed, the tourism sector, and luxury in particular, has a key role to play in reducing the ecological footprint of travel.
To achieve this, Accor, Booking.com and the University of Surrey drew on advanced research methods, combining qualitative interviews and laboratory behavioral analysis. Over 24 interviews with travelers, travel analysis of 22 additional travelers, as well as rigorous behavioral laboratory research with 67 participants, the researchers used cutting-edge technologies, such as eye tracking and facial analysis, to observe participants’ emotional and physiological reactions to sustainability messages.
This valuable data allows us to go beyond travelers’ conscious responses, capturing their subconscious reactions. This enables hotels and luxury companies to better understand what really drives guests’ sustainability decisions.
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