AIG Travel Survey reports travellers are receptive, but say that there are barriers to responsible tourism
According to a new survey, most travellers agree that travelling sustainably is important, but many may feel it’s easier said than done. AIG Travel, a worldwide leader in travel insurance and assistance services, recently released the results of its latest Pulse Poll on sustainable travel, which received more than 1,500 responses from travellers and followers of the brand.
Chief among the findings: Most respondents (52 per cent) said it’s important to travel sustainably, but more than one third (35 per cent) reported difficulty doing so, with 50 per cent of those citing “not knowing how” as the top barrier. This lack of awareness was reflected elsewhere in the survey, with 71 per cent of respondents defining sustainable travel as “minimising environmental impact” despite the World Tourism Organisation’s broader definition of the term, which includes economic and social elements.
“International travel is more accessible today than ever before, and with this access comes a responsibility to positively impact the places we visit. This Pulse Poll is one of many efforts to help us understand potential barriers to sustainable travel, so we may help travellers overcome them. The results suggest a major opportunity for consumer education around this important cause,” says Jeff Rutledge, CEO, AIG Travel and a vice chairman of the World Travel & Tourism Council (WTTC).
In April, AIG Travel sponsored WTTC’s Tourism for Tomorrow Awards, which celebrate sustainability best practices by recognising exceptional tourism businesses, organisations and destinations. In August, the travel company will partner with award-winning family travel blogger Heather Delaney Reese of “It’s a Lovely Life” to host its first #WhereNext? Twitter chat on sustainable travel, educating travellers on the basics of the movement and exploring key survey themes, including:
Catch 22: In the survey’s open-ended section, 41 respondents questioned whether air travel is at odds with sustainable travel. The group will discuss ways to mitigate the environmental impact of air travel, including purchasing carbon offsets, opting for public transportation once at one’s destination, and practicing social and economic consciousness.
Team Effort: When asked who had the most power to help people travel sustainably, respondents held themselves (37 per cent) and the travel industry (45 per cent) about equally responsible. The group will discuss ways in which these parties may work together to promote responsible tourism.
Golden Rule: When asked what sustainable travel means to them, 49 respondents wrote in with variations of “treating others the way you’d like to be treated” and “leaving destinations better than you found them.” The group will explore ways to bridge the gap from these abstract, but commendable, goals to concrete actions to support them.
In May 2016, AIG Travel distributed a 12-question Pulse Poll on the topic of sustainable travel to its US direct marketing email list and Twitter followers. The survey received 1,508 responses from May 3 – May 10, 2016.