Hawaii, a prime example of overtourism, has taken significant measures, including removing a World War II landmark. In April 2024, the Honolulu City Government announced that the island’s famous Haiku Stairs, often referred to as the Stairway to Heaven, would be removed. This drastic measure highlights a pressing issue that many 2024 travel trend reports overlooked: the severe impact of overtourism.

Many other countries have also recently dominated headlines for their struggles with overtourism, highlighting a critical point: the travel trend reports 2024 missed the severe consequences of overtourism on local communities. 

Travel brands must reassess their roles in promoting sustainable and responsible travel.

The Predicament of Overtourism

Overtourism occurs when visitor numbers exceed a destination’s sustainable capacity, leading to overcrowding, environmental degradation, and strained resources. This phenomenon is often driven by the popularity of destinations amplified by social media, marketing campaigns, and budget travel options.

Many global examples of locals bearing the brunt of overtourism in their cities and towns. 

In Spain, Barcelona’s Gothic Quarter and La Rambla Street have become so crowded with tourists that the local quality of life has significantly diminished. Residents frequently complain about noise pollution, increased living costs, and losing community spaces to tourist-centric businesses. 

Similarly, in Japan, the influx of tourists to locations such as Kyoto and Tokyo has led to overcrowded public transport and the disruption of daily life. The iconic Mount Fuji, a symbol of natural beauty and cultural heritage, now faces environmental threats due to the sheer volume of visitors. These cases highlight the urgent need for a balanced approach to tourism that considers the well-being of local communities and the preservation of natural and cultural assets.

Sustainable Travel Efforts

Sustainable travel initiatives aim to minimize tourism’s negative impact on the environment and local communities while promoting economic benefits and cultural exchange. These initiatives encourage responsible tourism practices, such as reducing waste, conserving natural resources, and respecting local customs and traditions.

Thailand’s Phi Phi Island, a popular tourist destination, faced severe environmental degradation, prompting the government to close Maya Bay in 2018 for ecological recovery. After nearly four years, the area reopened with strict regulations to preserve its natural beauty. These measures included limiting the number of daily visitors, banning single-use plastics, and enforcing guidelines for responsible snorkeling and diving practices. The successful rejuvenation of Phi Phi Island demonstrates that with proper management and a commitment to sustainability, popular destinations can recover from the adverse effects of overtourism and continue to thrive.

Impact on Local Communities

The adverse effects of overtourism on local populations are profound and multifaceted. They disrupt the very fabric of the communities that attract visitors, extending beyond environmental degradation and strain on infrastructure to deeply impact residents’ social and economic well-being.

Overcrowding leads to increased traffic congestion, longer wait times for public services, and a general sense of chaos in daily life. Noise pollution from throngs of tourists can disrupt the peace residents cherish. The influx of visitors often commodifies local culture, where traditions and customs are commercialized to cater to tourists, diluting their authenticity and significance.

Economic pressures mount as overtourism drives up the cost of living. Housing prices and rents can skyrocket, making it difficult for locals to afford to live in their communities. This phenomenon, known as “tourist gentrification,” often forces residents to move to less desirable areas, leading to a loss of community cohesion. 

Small, local businesses that once served residents’ needs may be replaced by tourist-oriented shops and restaurants, further alienating the local population.

Examples of local pushback against overtourism are becoming increasingly common. In Barcelona, residents express frustration through protests and actions such as using water guns to spray tourists. Locals complain their city has been transformed into a “theme park” for tourists, with everyday amenities overshadowed by tourist attractions. The strain on public services and infrastructure and the commercialization of cultural landmarks have sparked a growing movement among residents to reclaim their city.

Similarly, the sheer volume of tourists has led to significant disruptions in Tokyo. The local government has had to take measures to protect community spaces and maintain order. For example, barriers were erected at a popular convenience store to prevent tourists from taking photographs of Mount Fuji, as it had become a major inconvenience for store patrons. This action reflects a broader sentiment among Tokyo residents that their needs and daily routines are being compromised for the sake of tourism.

The situation in Mallorca, part of Spain’s Balearic Islands, exemplifies the severe impact of overtourism on local communities. Tourism generates 45% of the Balearic Islands’ GDP, underlining its economic significance. However, the influx of visitors, which reached a record 17.8 million last year, has stretched public services to breaking point and severely impacted residents’ quality of life. Protests have become a common sight in Palma de Mallorca, where thousands recently took to the streets under banners reading “Enough saturation, the city for those who live in it” and “This isn’t tourismophobia, it’s numbers: 1,232,014 residents, 18 million tourists.”

Image Credit: Al Jazeera

The protestors, organized by around 80 groups, have called for measures such as imposing a tourist tax and regulating tourist rental flats. They argue such regulations would generate resources to manage tourism better and support local populations. Suggestions include limiting the number of tourist accommodations and ensuring residents have a say in managing tourism. 

These examples underscore the urgent need for a more balanced approach to tourism management. Local communities must be actively involved in planning and implementing tourism policies to safeguard their interests. Travel brands, too, are responsible for promoting respectful and sustainable tourism practices. By fostering a deeper understanding of the local culture and environment among travelers and by supporting initiatives benefitting visitors and residents, the negative impacts of overtourism can be mitigated.

Innovative Solutions for Mitigating the Effects of Overtourism

Addressing the challenges posed by overtourism requires innovative solutions to balance the needs of tourists with those of local communities. Several cities and travel brands have pioneered effective measures to manage visitor numbers and mitigate the adverse effects of overtourism, creating models that can be replicated globally.

Examples of Positive Measures: Copenhagen, Denmark

Copenhagen exemplifies forward-thinking tourism management. The city has implemented initiatives to reduce the negative impact of high visitor numbers while enhancing the experience for tourists and residents.

  • Green Kayak Initiative: Copenhagen encourages tourists to help clean the city’s waterways by offering free kayak rentals in exchange for collecting trash during their paddle. This program keeps the canals clean and raises awareness about environmental conservation among visitors.
  • Localhood Campaign: This campaign aims to disperse tourists from the overcrowded city center by promoting lesser-known neighborhoods and attractions. By highlighting these areas, Copenhagen alleviates pressure on popular sites and distributes tourism’s economic benefits evenly across the city.
  • Litter Collection Rewards: Tourists who pick up litter can receive free public transport rides and entry to local attractions. This incentivizes responsible behavior and fosters a sense of stewardship among visitors, contributing to a cleaner and more pleasant environment.

The Role of Travel Brands in Mitigating Overtourism

Travel brands are pivotal in addressing overtourism through sustainable practices. 

Here are strategies and real-life examples:

Strategies for Airlines

  • Promoting Lesser-Known Destinations:

Airlines can help disperse tourist traffic by highlighting and offering direct flights to lesser-known destinations. By creating appealing travel packages and providing information about off-the-beaten-path locations, airlines can encourage travelers to explore beyond the usual tourist hotspots.

Example: In 2019, Ryanair launched a campaign to promote lesser-known European cities such as Kaunas in Lithuania and Brno in the Czech Republic, encouraging travelers to explore these hidden gems instead of the traditional hotspots.

  • Encouraging Off-Peak Travel:

Airlines can offer incentives such as discounted fares for travel during off-peak seasons. This can help balance visitor numbers throughout the year, reducing the strain on popular destinations during high season and providing a steadier flow of income for local economies.


Example: JetBlue offers its “Blue Pass,” which allows unlimited travel during specific off-peak periods. This helps to balance the tourist influx by spreading travel across different times of the year.

  • Supporting Sustainable Aviation Practices:

Implementing more fuel-efficient technologies, investing in sustainable aviation fuel, and optimizing flight paths can reduce air travel’s environmental impact. Airlines can also educate passengers on the benefits of carbon offset programs and encourage participation.

Example: In 2019, KLM Royal Dutch Airlines launched the “Fly Responsibly” campaign, encouraging passengers to offset their carbon emissions and promoting sustainable aviation fuel use.

Strategies for Hotels

  • Implementing Eco-Friendly Practices:

Hotels can adopt various sustainable practices, such as reducing water and energy consumption, minimizing waste, and sourcing local and sustainable products. Green certifications can attract environmentally conscious travelers and set a benchmark for industry standards.


Example: Marriott International’s “Serve 360” sustainability and social impact platform aims to reduce waste, conserve water, and support sustainable practices across its global properties. By 2025, Marriott plans to reduce landfill waste by 45%.

  • Supporting Local Communities:

By employing local staff, sourcing products from local suppliers, and collaborating with local artisans, hotels can ensure that tourism revenue benefits the local economy. This supports community well-being and provides guests with an authentic cultural experience.


Example: Six Senses Hotels Resorts Spas emphasizes local hiring and sourcing. Their properties often feature locally made products and hire local staff, ensuring that tourism benefits the surrounding community.

  • Managing Guest Behavior:

Hotels can educate their guests on responsible tourism practices, such as respecting local customs, minimizing waste, and engaging in sustainable activities. Information on less-visited attractions and eco-friendly tours can also help distribute tourist numbers more evenly.


Example: The Ritz-Carlton has implemented the “Community Footprints” initiative, which includes educating guests about local customs and sustainable practices. They provide information on eco-friendly activities and encourage guests to engage in community-based tourism.

Strategies for Tour Operators

  • Designing Sustainable Itineraries:

Tour operators can develop travel itineraries emphasising sustainability, including visits to eco-friendly attractions, community-based tourism projects, and conservation initiatives. This approach reduces the environmental impact of tours, supports local economies, and educates travelers on sustainable practices.

Example: Intrepid Travel offers small group tours that focus on responsible travel. They include community-based tourism experiences, promote local businesses, and ensure their tours have a minimal environmental footprint.

  • Limiting Group Sizes:

Smaller tour groups can lessen the environmental and social impact on destinations. Tour operators can create more intimate and personalized experiences less disruptive to local communities and environments.


Example: G Adventures limits the size of its travel groups to 12-16 people. This approach reduces the destinations’ environmental and social impact while providing a more intimate and personalized travel experience.

  • Promoting Responsible Travel:

Tour operators can educate their clients on the principles of responsible travel. This includes respecting local cultures and traditions, supporting local businesses, and participating in conservation efforts. By fostering a sense of stewardship among travelers, tour operators can help ensure tourism has a positive impact.


Example: Responsible Travel, a UK-based tour operator, focuses exclusively on sustainable tourism. It offers trips that support conservation efforts and benefit local communities and educates its customers on the principles of responsible travel.

Importance of Balancing Tourist Satisfaction and Local Well-Being

Balancing the needs and desires of tourists with the well-being of local communities is crucial for sustainable tourism. 

Ensuring that tourism benefits both visitors and residents involves several key considerations:

  • Preserving Cultural Heritage:

Tourism should enhance rather than erode the cultural heritage of destinations. This means promoting and respecting local traditions, ensuring that tourism revenue supports cultural preservation, and preventing the commodification of cultural practices.


Example: Bruges, Belgium, has implemented visitor caps and restricted tourist accommodations to preserve its cultural heritage and prevent overcrowding. These measures help maintain the city’s charm and residents’ quality of life.

  • Maintaining Environmental Integrity:

Protecting natural environments is essential for the long-term sustainability of tourism. Travel brands should promote eco-friendly practices, support conservation efforts, and minimize their environmental footprint to preserve the beauty and biodiversity of destinations.


Example: The Galápagos Islands have strict regulations on the number of visitors and the activities allowed. These measures protect the islands’ unique ecosystems while providing a high-quality experience for eco-conscious travelers.

  • Ensuring Economic Benefits:

Tourism should provide tangible benefits to local economies. This includes creating jobs, supporting local businesses, and investing in community infrastructure. Equitable distribution of tourism revenue can help reduce economic disparities and foster a sense of shared prosperity.

Example: The Icelandic Tourist Board’s “Inspired by Iceland” campaign encourages tourists to travel responsibly and respect local communities. The campaign highlights the economic benefits of sustainable tourism practices and promotes local businesses.

  • Enhancing Tourist Experiences:

Satisfied tourists are more likely to return and recommend destinations to others. Travel brands should strive to provide high-quality, meaningful experiences that respect local communities and environments. This includes offering educational opportunities, personalized services, and unique cultural interactions.


Example: Airbnb’s “Experiences” platform offers travelers unique, locally-led activities that provide a deeper connection to the destination. By promoting authentic interactions and supporting local hosts, Airbnb enhances the travel experience while benefiting the local economy.

Final Thoughts

Reflecting on overtourism’s complexities reveals the travel industry’s need to address its multifaceted impact. While travel trend reports focus on travelers and destinations, the severe consequences on local communities and environments necessitate a holistic approach to ‘travel trends.’

Travel brands are uniquely positioned to lead this change by adopting sustainable and community-focused strategies. Travel brands can create a more balanced and sustainable tourism industry by prioritizing local populations’ well-being and preserving natural and cultural resources. 

This involves promoting lesser-known destinations, encouraging off-peak travel, and supporting eco-friendly practices.

Ultimately, the goal is to ensure tourism remains a positive force, benefiting visitors and their communities. 
For a deeper dive into the evolving landscape of travel and tourism, including insights into the other five emerging trends, download our comprehensive report, “Navigating Emerging Trends in Global Travel and Tourism.” Discover how to stay ahead of the curve and drive positive change in the industry by accessing the report here.

Commuting is a universal experience that many of us share. Whether it’s the daily drive to work, catching the bus, or riding a bike, we all have our stories and complaints about our commutes. But have you ever wondered how your commute compares to other parts of the world?

This article compares global commuting patterns and reveals new opportunities for brands. Our findings are based on Kadence International’s latest research, which surveyed over 5,000 commuters across 13 global cities.

The Study

Kadence International conducted a comprehensive study involving over 5,000 commuters from 13 diverse cities worldwide. The cities included in the research were London, Singapore, Shanghai, Jakarta, Manila, Ho Chi Minh City, New York, Los Angeles, Hong Kong, Mumbai, Delhi, Tokyo, and Berlin.

Understanding these commuting patterns is crucial for brands looking to innovate in the urban mobility space. By examining how people commute in different parts of the world, we can uncover valuable insights and opportunities for developing better, more efficient transportation solutions.

Research Methodology

Scope and Sample

To understand global commuting patterns comprehensively, Kadence conducted an extensive survey involving over 5,000 commuters from 13 major cities worldwide. These cities were carefully selected to represent diverse cultural, economic, and infrastructural contexts. The cities included in the study were:

  • London
  • Singapore
  • Shanghai
  • Jakarta
  • Manila
  • Ho Chi Minh City
  • New York
  • Los Angeles
  • Hong Kong
  • Mumbai
  • Delhi
  • Tokyo
  • Berlin

This broad scope allowed us to capture a wide variety of commuting experiences and preferences, ensuring that our findings are relevant and insightful for a global audience.

Data Collection

The data collection process was designed to gather detailed insights into the commuting behaviors, preferences, and challenges commuters face in each city. The methodology included:

  1. Surveys:
    We conducted structured surveys with a diverse sample of commuters in each city. The surveys included questions about their daily commuting habits, preferred modes of transport, average commute times, and any specific challenges they faced.
  2. Interviews:
    In addition to surveys, we conducted in-depth interviews with a subset of commuters to gain deeper qualitative insights. These interviews helped us understand the personal experiences and attitudes that drive commuting behaviors.
  3. Observational Studies:
    Researchers also carried out observational studies in various transportation hubs within each city. This helped us validate survey responses and get a real-time view of commuting patterns.
  4. Secondary Data:
    We supplemented our primary research with secondary data from reputable sources, such as government transportation reports, academic studies, and industry publications. This provided additional context and helped triangulate our findings.

By combining these data collection methods, we were able to build a comprehensive picture of commuting across different cities. This robust methodology ensures that our insights are accurate, reliable, and valuable for brands looking to innovate in the urban mobility space.

Commute Duration

Shortest and Longest Commutes:

Our research reveals significant differences in commute durations across the 13 global cities. According to the latest data from the INRIX Global Traffic Scorecard, the average commute times vary widely:

  • Los Angeles: Commuters in Los Angeles enjoy one of the shortest average commutes, clocking in at approximately 31 minutes each way. This is partly due to the extensive freeway network and the prevalence of car ownership, allowing for relatively faster travel times despite the city’s notorious traffic.
  • Mumbai: On the other end of the spectrum, commuters in Mumbai face the longest average commute times, with journeys taking around 49 minutes each way. The city’s dense population and heavy traffic congestion contribute to these prolonged travel times, making daily commutes particularly challenging for residents.

Variations in commute times underscore the importance of context-specific solutions in urban mobility planning. Brands aiming to innovate in this space must consider these local differences to effectively address the unique challenges and needs of commuters in each city.

Preferences for Driving and Public Transport

Driving in Los Angeles and New York:

In cities like Los Angeles and New York, driving remains the dominant mode of transport. According to the American Community Survey, a significant majority of commuters in these cities rely on their cars for daily travel:

  • Los Angeles: Approximately 83% of commuters use their own cars at least three times a week. The city’s car-centric culture and extensive freeway system support this high reliance on personal vehicles.
  • New York: While public transport is more prevalent in New York than in Los Angeles, around 45% of New Yorkers still commute by car. This preference is partly due to the convenience and flexibility that driving offers despite the city’s extensive subway network.

Jakarta’s Preference for Motorbikes:

In contrast, Jakarta sees a different commuting trend, with a strong preference for motorbikes. Recent data from the Jakarta Transportation Agency indicates that:

  • Motorbikes: 61% of Jakarta’s commuters regularly use motorbikes for their daily travel. This preference is driven by the city’s severe traffic congestion, where motorbikes provide a faster and more flexible way to navigate the gridlock.

Public Transport in Tokyo:

Tokyo stands out for its high usage of public transport. The latest data from the Tokyo Metropolitan Government shows that:

  • Trains and Subways: 65% of Tokyo’s commuters use the train system, renowned for its efficiency, punctuality, and coverage. The extensive network allows for quick and reliable travel across the city.
  • Car Usage: Only 13% of Tokyo residents use their own cars for commuting, significantly lower than the global average of 48%. High parking costs, traffic congestion, and excellent public transportation options influence this low car usage rate.
travel-trends

Commuting as “Me Time”

Many commuters worldwide view commuting time as “me time.” However, this time varies significantly across cities, reflecting local cultures, infrastructure, and personal habits. Updated research from Statista and various local surveys provide insights into these trends.

Working During Commutes:

  • London and Mumbai: Commuters in London and Mumbai are more likely to use their commute time for work-related activities. According to a recent Statista survey, 29% of London commuters and 34% of Mumbai commuters use this time to catch up on emails or prepare for meetings. Reliable internet connectivity on trains and buses in these cities facilitates this productivity.
  • Hong Kong: In contrast, as per a local transport survey, only 5% of Hong Kong commuters report working during their commute. This lower percentage may be attributed to cultural differences and the preference for separating work and personal time.

Online Shopping:

  • Mumbai, Singapore, and London: Online shopping during commutes is a notable trend in these cities. The Statista survey indicates that 24% of Mumbai commuters, 21% of Singapore commuters, and 15% of London commuters shop online while traveling. This behavior is driven by the convenience of mobile shopping and the desire to maximize free time.
  • Jakarta: According to the latest data from the Jakarta Transportation Agency, only 5% of Jakarta commuters shop online during their commute. Commuters in Jakarta focus more on navigating through heavy traffic rather than engaging in online activities.

Internet Browsing and Social Media:

  • Hong Kong: According to the Hong Kong Transport Department, 68% of commuters in Hong Kong browse the internet or check social media during their commute. This high percentage reflects the city’s advanced mobile infrastructure and high smartphone penetration.
  • London: Transport for London reported that 41% of London commuters engage in similar activities. While still substantial, this lower figure compared to Hong Kong may be due to varying levels of internet accessibility and personal preferences.

These findings show that commuting time is valued differently across the globe. Brands can leverage these insights to tailor their services and marketing strategies, catering to commuters’ unique behaviors and preferences in each market. Understanding these patterns can lead to more effective engagement and innovative solutions that enhance the commuting experience.

Infrastructure and Technology Use

Internet and social media use during commutes varies significantly between cities, reflecting differences in infrastructure, cultural habits, and technological adoption.

Hong Kong:

Hong Kong commuters are among the most active internet and social media users during their commutes. According to the We Are Social and Hootsuite Digital Report, 68% of Hong Kong commuters browse the internet or check social media on their way to work. This high level of activity is supported by Hong Kong’s advanced mobile infrastructure, which offers widespread high-speed internet access and reliable connectivity even in transit.

  • Mobile Penetration: Hong Kong’s mobile penetration rate is over 92%, one of the highest in the world, which facilitates easy access to online content during commutes.
  • Internet Speed: The average mobile internet speed in Hong Kong is around 54 Mbps, ensuring that commuters can stream, browse, and interact without significant delays.

London:

In London, the percentage of commuters using the internet or social media during travel is lower than in Hong Kong but still significant. Transport for London (TfL) and the Digital 2023 report by We Are Social and Hootsuite indicate that 41% of London commuters engage in internet browsing or social media activities during their commutes.

  • Mobile Penetration: London also boasts a high mobile penetration rate, with about 88% of the population owning smartphones, facilitating access to online activities during commutes.
  • Internet Speed: London’s average mobile internet speed is around 44 Mbps, sufficient for browsing and social media use, although it is slightly lower than in Hong Kong.

Implications for Brands:

These differences in internet and social media usage during commutes present unique opportunities for brands. In cities like Hong Kong, where a high percentage of commuters are online, brands can leverage digital advertising, social media campaigns, and mobile-friendly content to effectively engage with commuters. In London, while the engagement is slightly lower, a substantial audience can still be reached through targeted online initiatives.

Understanding these patterns allows brands to tailor their marketing strategies to the specific behaviors and preferences of commuters in each city, enhancing engagement and creating more impactful campaigns.

Emerging Trends

The commuting landscape has evolved significantly since the original study, driven by factors such as the COVID-19 pandemic and the rise of remote work. Recent studies and reports provide updated insights into these changes and highlight new trends in global commuting behaviors.

Impact of Remote Work:

The COVID-19 pandemic has fundamentally altered commuting patterns worldwide. With many companies adopting remote or hybrid work models, the frequency and nature of commuting have changed. According to a 2023 report by Global Workplace Analytics, about 25-30% of the workforce in advanced economies now works remotely multiple days a week, significantly reducing the daily commute.

  • Reduced Commuting Frequency: The reduction in daily commuting has led to decreased traffic congestion and lower demand for public transportation in many cities. For instance, the Global Traffic Report by TomTom indicates a 15% reduction in peak traffic congestion levels in major cities like New York and London compared to pre-pandemic levels.

Shift in Commuting Times:

  • Flexible Hours: With flexible working hours becoming more common, traditional peak commuting times have become less pronounced. A study by the University of California, Berkeley found that commuters increasingly travel outside the traditional rush hours, leading to a more even distribution of traffic throughout the day.

Increased Use of Micro-Mobility:

  • Rise of Biking and Scooters: There has been a notable increase in the use of micro-mobility options, such as bicycles and electric scooters. According to a report by the International Transport Forum, cities like Paris, Berlin, and San Francisco have seen a 20-30% increase in bike and scooter usage as commuters seek alternative, socially-distanced modes of transport.

Public Transport Adaptations:

  • Health and Safety Measures: Public transportation systems worldwide have implemented enhanced health and safety measures to address commuters’ concerns. A survey by the International Association of Public Transport found that 70% of transit agencies have introduced increased cleaning protocols, contactless payment options, and social distancing measures to restore commuter confidence.

These emerging trends underscore the dynamic nature of commuting behaviors and highlight the need for brands to stay informed and adaptable. By understanding these shifts, brands can develop innovative mobility solutions that cater to commuters’ evolving needs and preferences in a post-pandemic world.

Engaging with Commuters

Contactless and Mobile Payments:

  • The adoption of contactless and mobile payment systems in public transportation has surged. Global contactless transaction values are expected to reach $6 trillion by 2024. Brands can capitalize on this trend by integrating seamless payment solutions into their services.

Smart Mobility Hubs:

  • Mobility hubs integrating various modes of transport (bikes, scooters, buses, and trains) are gaining traction. These hubs provide a seamless transition between different transportation modes. A recent McKinsey & Company study indicates that smart mobility hubs can reduce commuting time by up to 20%.

Sustainable Mobility Solutions:

  • There is a growing demand for sustainable commuting options. Electric vehicle (EV) adoption is increasing, with BloombergNEF predicting EVs will constitute 58% of new passenger car sales by 2040. Brands can invest in EV infrastructure and promote green commuting initiatives.

Personalized Commuting Services:

  • Using AI and big data, brands can offer personalized commuting services catering to individual preferences. For instance, predictive analytics can optimize travel routes and schedules, enhancing the commuting experience.

Regional Analysis

USA (New York and Los Angeles):

  • Driving Habits: The American Community Survey reports that 83% of Los Angeles commuters use their own cars regularly, while 45% of New Yorkers commute by car. Despite a reduction in peak congestion due to remote work, personal vehicle use remains high.
  • Public Transport Usage: In New York, public transport usage has slightly declined, with 55% of commuters now using it regularly, down from 62% pre-pandemic. Los Angeles continues to struggle with low public transport adoption, with only 25% of commuters using it frequently.
  • New Commuting Trends: The rise of remote work has led to a more distributed commuting pattern, reducing peak hour congestion. There is also increased interest in micro-mobility options, with bike and scooter usage growing by 15% in both cities.

UK (London):

  • Sustainable Transport Initiatives: London has implemented several sustainable transport initiatives, including the Ultra Low Emission Zone (ULEZ) and expanded cycling infrastructure. Transport for London says these measures have reduced vehicle emissions by 44% and increased cycling by 22%.
  • Commuter Behaviors: A recent survey by the UK Department for Transport shows that 36% of Londoners primarily use public transport, while 23% walk or cycle. There is a growing trend towards active commuting, with more Londoners opting for bikes and e-scooters.

South East Asia (Singapore, Jakarta, Manila, Ho Chi Minh City):

  • Singapore:
    Efficient Public Transport: Singapore’s public transport system is highly efficient, with 76% of commuters using it daily (Singapore Land Transport Authority). The government’s investment in smart technology and seamless payment systems has enhanced the commuting experience.
  • Jakarta:
    Motorbike Dominance: Due to severe traffic congestion, 61% of Jakartan commuters use motorbikes. The Jakarta Transportation Agency reports that recent infrastructure projects aim to improve public transport usage.
  • Manila:
    Overcrowded Public Transport: Only 20% of Manila commuters can access reliable public transport. Brands have a significant opportunity to develop affordable and efficient mobility solutions.
  • Ho Chi Minh City:
    Rapid Urbanization: Ho Chi Minh City is experiencing rapid urbanization, with a 10% annual increase in motorbike usage (Vietnam Ministry of Transport). There is a growing need for integrated and sustainable transport options.

Summary of Key Takeaways

Understanding Global Commuting Patterns: The findings from Kadence International’s comprehensive study and recent insights highlight the significant differences in commuting behaviors across various global cities. From the shortest commutes in Los Angeles to the longest in Mumbai and from the high car usage in the US to the dominant motorbike culture in Jakarta, these patterns reveal crucial information about regional preferences and challenges.

Importance for Brands: Understanding these global commuting patterns is essential for brands looking to innovate in the urban mobility space. It allows them to develop tailored solutions that resonate with local commuters’ unique needs and preferences. The shift towards remote work, increased adoption of micro-mobility options, and the growing demand for sustainable transport solutions underscore the need for a culturally informed approach to urban mobility.

To harness the full potential of these insights, we encourage brands to engage with Kadence International. Our team offers detailed research findings and tailored recommendations to help you navigate the complex urban mobility landscape.

In 2022, the global space tourism market size was estimated at USD 695.1 million and was expected to reach USD 815.7 million in 2023.

The term “NewSpace” pertains to the rise of the private spaceflight sector, encompassing domains like private launch companies, constellations of small satellites, sub-orbital tourism, and innovative initiatives aimed at redefining the conventional space industry supply chain.

Many companies allow anyone who can pay the price to travel to space. 

In 2020, SpaceX, founded by Elon Musk, made history by carrying two NASA astronauts to the International Space Station (ISS) in its Dragon spacecraft. It was the first crewed mission to launch in the United States in almost a decade. Currently, SpaceX offers private orbital flights to the ISS for tens of millions of dollars per seat.

Virgin Galactic, founded by Richard Branson, is in the final phases of returning its suborbital spaceplane to commercial service as it ramps up the development of a next-generation vehicle. The reservation price for a flight with Virgin Galactic starts at $450,000.

Blue Origin, founded by Amazon’s Jeff Bezos, is the only space tourism company offering commercial suborbital flights. While Blue Origin charged $28 million for a ticket on its first flight with Jeff Bezos, it does not advertise its current ticket prices.

fitness-tech-trends

For those who want a relatively lower-priced option, other companies offer balloon rides that take tourists up to an altitude of 20 miles. These rides provide a view of the Earth’s curvature, dining services, cocktails, and music in a sleek lounge. Spaceship Neptune from Space Perspective charges $125,000 per seat, while World View charges $50,000.

Although both companies have flights scheduled to launch in 2024, neither has yet received approval from the FAA.

For those who want to experience space travel without the risks, companies like Zero-G offer modified Boeing 727 flights that simulate zero gravity. These experiences are more affordable, with prices around $8,200. However, dining options during the flights may be limited due to restrictions on certain foods in space.

However, since none of these companies have demonstrated the feasibility of making space travel accessible to the majority, let alone ensuring its environmental sustainability, we are not yet at a point of critical mass. 

While space travel may still be out of reach for many, we are not too far from a future where it will become commonplace to travel to outer space. 

Just like civil aviation was not as accessible to everyone as it has become now, traveling to outer space could soon be as easy as booking a flight to another country.  

For an in-depth look at the five emerging trends shaping the future of global travel and tourism, download our free report, Navigating Emerging Trends in Global Travel and Tourism.

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As we see the return of normalcy and tourism rebounding, our latest report, Navigating Emerging Trends in Global Travel and Tourism, closely examines the trends shaping the future of the travel industry. This report explores five global travel trends shaping the future of travel in 2023 and beyond. 

The travel brand of the future is not just focused on transportation, discovering new destinations, or arranging trips. Instead, it has a progressive and holistic 360-degree approach that considers every aspect of the traveler’s journey to create exceptional, personalized, and unforgettable experiences. 

Download our insightful report, “Navigating Emerging Trends in Global Travel and Tourism,” to discover how leading travel brands keep up with the modern traveler. 

Today’s traveler seeks a personalized, customized, frictionless, and stress-free travel experience from start to finish. Integrating technology provides travelers with personalized and bespoke experiences. Read our case study on how Hopper became one of the fastest-growing OTA (Online Travel Agency) brands by offering a highly personalized, data-driven travel platform. 

Virtual tourism, including VR and AR experiences, is becoming more popular, allowing travelers to explore new destinations from the comfort of their homes. But how are brands approaching this technology?

Download the full report to learn how Thomas Cook Airlines used VR technology’s ‘try before you buy’ approach in a highly engaging video contest. 

Digital nomadism is rising, creating a new type of traveler with unique needs and preferences. The report showcases an airline that developed a Super App, the best value one-stop travel and lifestyle app, to build a digital lifestyle hub that enables Digital Nomads.

Finally, sustainability and experiential travel are becoming more popular as travelers prioritize social and environmental responsibility. 

Experiential travel is expected to continue its growth trajectory as more travelers seek exclusive and personalized experiences. The report highlights G Adventures, which offers sustainable and community-based tourism experiences. 

Also, read about the award-winning Changi Airport, which is ahead of the curve in sustainability practices across all areas. 

2023 is seeing a surge in travel despite economic uncertainty and high inflation. So what has changed post-pandemic? Read the full report to gain insights into the changing travel landscape. 

Download the full report to discover the future of travel and how your travel brand can appeal to travelers’ changing attitudes and behaviors globally with insights for airlines, hotels, transportation, travel operators, OTAs, and cruise ships.

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The world is constantly changing, and the way we travel is no exception. From horse-drawn carriages to supersonic jets, the transportation industry has seen incredible innovation and evolution over the years. And with the rise of new technologies, emerging travel trends, and a growing focus on sustainability, the future of travel looks brighter and more exciting than ever.

As a marketer or researcher in the travel industry, staying on top of these trends and changes is essential. After all, understanding the evolution of travel can help you anticipate future developments and identify new market opportunities.

So, let’s take a journey through the evolution of travel, from the early days of transportation to the latest innovations and trends. Along the way, we’ll explore the impact of technology, changing consumer preferences, and environmental concerns and what they mean for the future of travel. Whether you’re a travel industry professional or simply a curious traveler, get ready to discover this dynamic industry’s fascinating history and promising future.

Historical Context.

To truly understand the evolution of travel, it’s important to look back at its rich history. From ancient civilizations to modern times, humans have always wanted to explore new lands and experience new cultures.

Early forms of transportation, such as walking, horseback riding, and sailing, were limited by speed and distance. However, with the advent of the Industrial Revolution in the 18th century, transportation underwent a major transformation. The steam engine was invented, revolutionizing travel by enabling faster and more efficient transportation by trains and ships.

The 20th century brought even greater innovations in travel. The invention of the automobile, the Wright brothers’ first flight, and the launch of the first commercial airline all marked significant milestones in the history of travel.

The rise of the automobile led to the growth of road networks and the construction of highways, which made travel more accessible to the masses. With the launch of commercial airlines, air travel became faster and more convenient than ever before, opening up a whole new world of international travel.

However, these new forms of transportation also had their downsides. Increased use of fossil fuels led to rising levels of pollution and greenhouse gas emissions, and air travel, in particular, has been criticized for its environmental impact.

Despite these challenges, the travel industry continued to evolve throughout the 20th century and into the present day. In the next section, we’ll take a closer look at the current state of travel and some of the trends and changes shaping its future.

Current State of Travel.

In recent years, the travel industry has undergone significant changes driven by various factors, such as technological advancements, changing consumer preferences, and the impact of the COVID-19 pandemic.

One of the most significant changes in the travel industry has been the rise of online booking platforms and the democratization of travel. Online booking sites like Expedia, Booking.com, and Airbnb have made it easier than ever for people to research and book travel options from the comfort of their own homes.

Another major trend in the travel industry has been the rise of experiential travel. Rather than simply visiting tourist attractions, more and more travelers are seeking out immersive experiences that allow them to truly connect with local cultures and communities.

Sustainability has also become an increasingly important concern in the travel industry. Many travelers seek eco-friendly and socially responsible travel options, and many travel companies are responding by promoting sustainable tourism practices.

However, the COVID-19 pandemic has significantly impacted the travel industry. International travel has been severely restricted in many parts of the world, and there has been a shift towards domestic travel and road trips. Additionally, health and safety concerns have become a top priority for travelers, with many opting for travel insurance and flexible booking options.

Despite these challenges, the travel industry remains resilient and adaptable, poised for continued growth in the coming years. In the next section, we’ll explore some of the emerging technologies and trends shaping the future of travel.

Emerging Technologies.

The travel industry is no stranger to technological innovation, and the coming years promise even more exciting developments that could revolutionize how we travel.

One of the most promising areas of innovation is electric vehicles (EVs). Electric cars have become increasingly popular due to their environmental benefits and low operating costs. As battery technology improves, electric cars are becoming more practical for long-distance travel, which could have significant implications for the travel industry.

Another emerging technology with the potential to transform travel is self-driving vehicles. Self-driving cars and buses could make transportation more efficient and reduce congestion on roads while offering passengers a more relaxing and enjoyable travel experience.

In the aviation industry, supersonic air travel could soon become a reality. Several companies are developing supersonic planes that could travel at speeds of up to Mach 2.2, cutting travel times in half for long-haul flights.

Virtual and augmented reality technology could also play a significant role in the future of travel. VR and AR experiences could allow travelers to explore destinations and attractions from their homes or enhance their in-person travel experiences with immersive digital content.

Finally, blockchain technology is another emerging trend that could significantly impact the travel industry. Blockchain can help improve travel safety and security, streamline booking and payment processes, and reduce the risk of fraud.

Overall, the future of travel is looking brighter and more exciting than ever, thanks to these emerging technologies and trends. The travel industry is constantly evolving, and marketers and researchers must stay on top of these developments to identify new opportunities and stay ahead of the curve.

Environmental Impact.

While the travel industry offers endless opportunities for exploration and adventure, it also has a significant environmental impact. From carbon emissions to waste generation, travel can negatively affect the planet.

As travelers become more aware of these issues, there has been a growing interest in sustainable travel options. Many travelers seek out eco-friendly hotels, travel by train instead of a plane, and participate in voluntourism programs that allow them to give back to local communities.

The travel industry is also taking steps to reduce its environmental impact. For example, airlines are investing in more fuel-efficient planes and implementing recycling programs, while hotels are adopting energy-efficient lighting and water-saving initiatives.

One promising development in the travel industry is the growth of sustainable tourism. This involves travel that is both environmentally and socially responsible, taking into account the impact on local communities and ecosystems.

In addition, many governments and organizations are taking action to promote sustainable travel practices. The United Nations has designated 2017-2027 as the Decade of Sustainable Tourism, focusing on promoting responsible tourism practices and sustainable economic growth.

Ultimately, the travel industry is responsible for minimizing its environmental impact and promoting sustainable practices. By embracing sustainability and promoting eco-friendly travel options, the industry can continue growing while preserving the planet for future generations.

Market Opportunities.

The evolution of travel has created numerous market opportunities for businesses in the travel industry. As consumer preferences and technological advancements evolve, new business models and revenue streams emerge.

One significant market opportunity is the rise of experiential travel. Rather than simply booking a hotel and visiting tourist attractions, many travelers seek unique and immersive experiences that allow them to connect with local cultures and communities. This trend has created opportunities for businesses that offer authentic and personalized travel experiences, such as local tour operators and vacation rental companies.

Another market opportunity is the growth of sustainable tourism. As travelers become more environmentally and socially conscious, there is increasing demand for eco-friendly and socially responsible travel options. This has created opportunities for businesses that prioritize sustainability, such as hotels and tour operators that offer environmentally-friendly practices and support local communities.

The rise of technology has also created new market opportunities in the travel industry. Online booking platforms, mobile apps, and other digital tools have made it easier than ever for travelers to research and book travel options. This has created opportunities for businesses offering innovative and user-friendly digital platforms, such as travel booking sites and apps.

Finally, the COVID-19 pandemic has created new market opportunities in the travel industry. As more people work remotely, there is a growing demand for extended-stay travel options such as vacation rentals, co-living spaces, and work-from-anywhere packages. Additionally, businesses prioritizing health and safety measures, such as contactless check-in and cleaning protocols, have a competitive advantage in the current climate.

Case Study: TUI Group – Embracing Sustainability and the Modern Traveler.

TUI Group is a leading travel and tourism company offering a range of products and services to travelers worldwide. With a history that dates back to the 19th century, TUI Group has evolved and adapted to changing consumer preferences and market trends. In recent years, TUI Group has made sustainability a core value and developed a sustainability strategy that aligns with the changing expectations of modern travelers.

TUI Group’s sustainability strategy is based on three pillars: reducing carbon emissions, promoting sustainable tourism practices, and supporting local communities. By prioritizing sustainability, TUI Group aims to differentiate itself from competitors and appeal to environmentally-conscious travelers.

One key aspect of TUI Group’s sustainability strategy is its focus on reducing carbon emissions. TUI Group has set ambitious targets for reducing carbon emissions, including a goal of becoming carbon-neutral by 2050. To achieve this goal, TUI Group is investing in more fuel-efficient aircraft, reducing plastic waste generated by its operations, and promoting sustainable transportation options for travelers.

In addition to reducing carbon emissions, TUI Group is also focused on promoting sustainable tourism practices. This includes offering sustainable tourism experiences, such as eco-tourism and wildlife tours, and partnering with local organizations to promote sustainable tourism in destinations around the world.

Another vital aspect of TUI Group’s sustainability strategy is its commitment to supporting local communities. TUI Group works with local organizations to promote economic development and sustainable tourism in destinations around the world. This includes supporting local businesses, promoting cultural exchange, and investing in community development projects.

By prioritizing sustainability, TUI Group is capitalizing on a growing trend among modern travelers who are increasingly interested in eco-tourism and sustainable travel practices. According to a 2019 survey by Booking.com, 70% of global travelers said they would be more likely to book environmentally friendly accommodations.

In addition to its sustainability efforts, TUI Group has also embraced other emerging trends and preferences of modern travelers. For example, TUI Group has invested in digital technologies to improve the customer experience and offer personalized recommendations for travelers. TUI Group’s digital platforms allow travelers to book trips, customize itineraries, and access travel information from their mobile devices.

Overall, TUI Group’s sustainability strategy and focus on emerging trends and preferences of modern travelers have helped the company differentiate itself from competitors and build a loyal customer base. By continuing to innovate and adapt to changing market trends, TUI Group is well-positioned to succeed in the rapidly-evolving travel industry.

Social Media and the Future of Travel Marketing.

Social media has revolutionized how people plan, book, and share travel experiences. Platforms like Instagram, Facebook, and Twitter have made it easier than ever for travelers to research destinations, find inspiration, and share their experiences with others.

For brands in the travel industry, social media offers a powerful tool for connecting with travelers and promoting their products and services. By leveraging social media platforms effectively, businesses can build brand awareness, engage with customers, and drive bookings.

One of the key advantages of social media for travel businesses is the ability to showcase their products and services in a visually compelling way. Platforms like Instagram are particularly well-suited for travel marketing, as they allow travel brands to share beautiful images and videos that inspire travelers and highlight their unique selling points.

In addition to promoting products and services, social media can also be used to provide customer service and support. Travelers can use social media to ask questions, make bookings, and get assistance with any issues during their trip.

Another important use of social media in the travel industry is influencer marketing. By partnering with social media influencers with large followings in the travel space, brands can tap into new audiences and build credibility with potential customers.

However, businesses need to use social media strategically and thoughtfully. They should identify their target audience, develop a clear brand voice, and create content that resonates with their customers. Additionally, they should monitor social media channels regularly and respond to customer feedback promptly and effectively.

Social media offers travel businesses tremendous opportunities to connect with customers, build brand awareness, and drive bookings. By embracing social media and using it effectively, businesses can stay competitive in the rapidly-evolving travel industry.

The AI Revolution in Travel: Chatbots, Predictive Analytics, and Personalized Recommendations.

Artificial intelligence (AI) is revolutionizing the travel industry, offering new ways for businesses to personalize the travel experience and streamline operations.

One of the most visible uses of AI in the travel industry is chatbots. These automated messaging platforms can handle various customer service inquiries, from booking reservations to answering questions about travel policies. By leveraging chatbots, travel businesses can improve the customer experience, reduce wait times, and free up staff to focus on other tasks.

Another important use of AI in the travel industry is predictive analytics. AI algorithms can identify patterns and predict future travel trends by analyzing vast amounts of data. This can help businesses make more informed pricing, marketing, and inventory management decisions.

Personalized recommendations are another key area of AI in the travel industry. AI algorithms can provide personalized recommendations for destinations, activities, and accommodations by analyzing data about a customer’s travel history and preferences. This can help businesses improve the customer experience, increase customer loyalty, and drive more bookings.

Additionally, AI can be used to improve travel safety and security. For example, AI algorithms can analyze passenger data to identify potential security threats and flag them for further screening.

While AI offers many opportunities in the travel industry, using it responsibly and transparently is important. Customers may be wary of AI if they feel their privacy is compromised or don’t understand how the technology is used.

Adventure Tourism: A Growing Market for Travel Businesses.

Adventure tourism has emerged as a significant market segment in the travel industry, with more and more travelers seeking unique and exciting experiences that allow them to connect with nature and push their limits.

From trekking in the Himalayas to kayaking in Patagonia, adventure tourism offers travelers the chance to explore some of the world’s most beautiful and remote destinations while engaging in physically and mentally challenging activities.

For travel brands, adventure tourism represents a significant growth opportunity. By offering unique and immersive adventure experiences, businesses can differentiate themselves from competitors and attract travelers willing to pay a premium for these types of experiences.

To cater to the adventure tourism market, businesses must first identify their target audience and develop products and services that meet their needs. This may involve partnering with local adventure tour operators, offering customized itineraries, and providing specialized equipment and training.

In addition, businesses must prioritize safety and risk management in adventure tourism. This may involve hiring experienced guides and instructors, providing appropriate safety equipment, and developing emergency response plans.

Finally, businesses must also consider the environmental impact of adventure tourism and take steps to minimize their footprint. This may involve promoting sustainable travel practices, supporting local conservation efforts, and minimizing waste and pollution.

Changing Demographics and the Future of Travel.

As the world’s population ages and becomes more diverse, the travel industry faces new challenges and opportunities. Two key demographic trends that significantly impact the sector are the rise of solo travel and the growth of senior travelers.

Solo travel has become a significant trend recently, particularly among younger generations. Many solo travelers seek new experiences and opportunities for personal growth and are willing to take on the challenges and risks of traveling alone.

For travel brands, this trend presents both opportunities and challenges. On the one hand, solo travelers may be more likely to book high-end experiences and luxury accommodations since they are not sharing the costs with other travelers. On the other hand, brands must be prepared to address solo travelers’ unique needs and concerns, such as safety and security.

The growth of senior travelers is another significant demographic trend in the travel industry. As the baby boomer generation reaches retirement age, they increasingly seek new travel experiences and destinations. 

Many senior travelers seek opportunities to explore new cultures, reconnect with family and friends, and pursue lifelong passions.

For travel brands, the growth of senior travelers presents significant opportunities to develop specialized products and services that cater to this market. For example, brands may offer senior-friendly accommodations, specialized tours and excursions, and other travel options tailored to senior travelers’ unique needs and preferences.

Leveraging Market Research to Build Successful Travel Brands.

Market research is essential for travel brands that want to stay competitive in the rapidly-evolving travel industry. By gathering and analyzing data about customer preferences, behavior, and attitudes, travel brands can develop more effective marketing strategies, optimize their products and services, and build stronger customer relationships.

One key area where market research can be particularly valuable is in identifying emerging travel trends and consumer preferences. By staying on top of industry trends and understanding what motivates travelers to make their travel decisions, travel brands can develop more effective marketing campaigns and offer products and services that better meet customer needs.

Market research can also help travel brands optimize pricing and revenue management strategies. Travel brands can adjust their pricing strategies by analyzing customer behavior and demand patterns to maximize revenue and profitability.

Another area where market research can be valuable is in developing more effective customer engagement strategies. By gathering customer feedback and analyzing their preferences and behavior, travel brands can develop more personalized and effective marketing campaigns and improve their customer service and support.

Finally, market research can help travel brands improve their products and services by identifying areas for improvement and uncovering unmet customer needs. By gathering customer feedback about their travel experiences, travel brands can identify areas where they can improve and new opportunities to innovate and differentiate themselves from competitors.

Future Outlook.

As the travel industry continues to evolve, many exciting developments on the horizon could transform the way we travel.

One promising area of innovation is the development of sustainable transportation options. Electric cars, self-driving vehicles, and high-speed rail can reduce carbon emissions and promote sustainable travel.

Another potential trend is the growth of personalized travel. As technology advances, it may become possible to offer highly personalized travel experiences based on individual preferences and interests. This could include customized itineraries, tailored recommendations, and unique travel experiences that are tailored to each traveler.

The growth of the sharing economy is also expected to significantly impact the future of travel. Platforms like Airbnb, Uber, and Lyft have already disrupted the traditional travel industry, and as these platforms continue to evolve, they could offer even more innovative and convenient travel options.

Finally, the COVID-19 pandemic will likely have a lasting impact on the travel industry. While the pandemic has created significant challenges, it has also spurred innovation and forced businesses to adapt to changing circumstances. As travel resumes in the post-pandemic world, it will be interesting to see how these changes continue to shape the travel industry.

Overall, the future of travel looks brighter and more exciting than ever. By embracing emerging technologies, promoting sustainability, and responding to changing consumer preferences, the travel industry is poised for continued growth and innovation in the years to come.

Want to learn more about the latest travel and tourism trends? Download our report Navigating emerging trends in global travel and tourism here.

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As the world becomes more conscious of the impact of climate change and the need for sustainability, the travel industry has begun to feel pressure to adopt more eco-friendly and sustainable practices.

Eco-friendly and sustainable travel is becoming more important to travelers who want to ensure their trips are not damaging the environment. In this blog post, we will discuss how travel brands can become more sustainable and what they can do to reduce their carbon footprint.

The Importance of Eco-Friendly and Sustainable Travel

Eco-friendly and sustainable travel is important because it helps reduce tourism’s negative impact on the environment. The travel industry significantly contributes to carbon emissions, contributing to climate change. Sustainable travel practices can reduce the carbon footprint of travel, protect natural habitats and wildlife, and support local communities.

Appealing to the Eco-Conscious Traveler

Eco-conscious travelers are increasingly looking for travel brands that have sustainable practices. Travel brands can appeal to these travelers by promoting eco-friendly practices and offering sustainable travel options. For example, hotels can provide guests with reusable water bottles, use energy-efficient lighting, and reduce waste through recycling and composting.

The Price of sustainable travel.

According to recent survey results, sustainability in travel comes at a cost that not all consumers are willing to pay. 

Booking.com’s recent research suggests that travelers struggle to balance their desire to save money with their inclination to make more sustainable choices. The study gathered insights from over 33,000 travelers across 35 countries and territories. It found that 40% of respondents anticipate environmental deterioration in the next six months, while 63% expect a worsening of the cost-of-living crisis. This creates a dilemma for travelers as they try to balance their priorities with the demands of daily life. They’re unsure what to prioritize as they work to reconcile what’s important to them with practical constraints.

In addition to cost, another survey found that nearly 70% of consumers were willing to forego convenience to become more sustainable travelers.

Travelers are now more than ever concerned about their impact on the environment and the communities they visit. Consequently, they seek reliable information and authentic commitments to inform their decisions. 

Our latest report on trends in global travel provides insight into how sustainable travel can capture demand from mindful travelers, highlighting how travel brands can highlight sustainability initiatives to encourage awareness.

Reducing Carbon Footprint.

Aviation brands, cruiseliners, hotels, and tour services can reduce their carbon footprint by adopting sustainable practices. Airlines can invest in fuel-efficient planes, use biofuels, and implement carbon offset programs.

Cruiseliners can use renewable energy sources, install energy-efficient lighting, and reduce waste through recycling and composting. Hotels can install solar panels, use energy-efficient lighting, and reduce waste through recycling and composting.

Tour services can use eco-friendly transportation, such as bikes or electric cars, and promote sustainable tourism practices.

There are many opportunities for travel brands that embrace sustainability. 

  • Meeting consumer demand.
    Travel brands that become more sustainable and eco-friendly can tap into the growing demand from consumers who want to reduce their environmental impact when traveling.
  • Differentiation.
    By embracing sustainability and eco-friendliness, travel brands can differentiate themselves from competitors and build a unique brand identity that appeals to eco-conscious travelers.
  • Cost savings.
    Sustainable practices can result in cost savings for travel brands in the long run, such as by reducing energy and water usage and minimizing waste.
  • Positive impact.
    Travel brands embracing sustainability can positively impact the environment, local communities, and cultures they visit, enhancing their reputation and brand image.

There are also barriers and obstacles on the path to becoming a sustainable travel brand. 

  • Increased costs.
    Becoming more sustainable and eco-friendly often involves significant upfront investments in technology, infrastructure, and employee training, which may increase costs for travel brands.
  • Consumer skepticism and greenwashing.
    Some consumers may doubt the authenticity of travel brands’ sustainability claims, leading to skepticism or even mistrust.
  • Limited availability of sustainable options.
    In some destinations, sustainable options may be limited, making it challenging for travel brands to provide eco-friendly products and services.
  • Regulatory compliance.
    Travel brands may face additional regulatory requirements for sustainability and eco-friendliness, which can increase costs and administrative burdens.

Travel Brands profit by incorporating sustainability in their corporate strategy.

The pandemic has prompted some governments and companies to tout sustainability as part of their corporate strategy — or at least their future modus operandi.

Leading global travel brands have reduced their carbon footprint and promoted sustainable travel practices. 

We already know driving sustainability awareness is good for brands. Expedia Group Media Solutions’ Q1 2022 Travel Trend Report revealed that, by the end of March, the 4,300 hotels that had signed the UNESCO Sustainable Travel Pledge experienced a week-over-week booking increase of almost 25%. 

This compared favorably to a 15% increase for non-pledged hotels in 2022. Furthermore, the pledged hotels had higher average daily rates and longer lengths of stay than the global average across Expedia Group points of sale.

In the US, Delta Air Lines has committed to reducing its carbon footprint by 50% by 2050. 

Intrepid Travel has pledged to become climate positive in the UK by 2025. 

“Rather than overshadow the issue, the Covid-19 pandemic has roughly doubled the rate at which businesses and local governments commit to reaching net zero.”
Nora Lovell-Marchant, Vice President of Global Sustainability at American Express Global Business Travel.

In Singapore, Banyan Tree Hotels and Resorts has implemented sustainability practices in its properties. In Japan, ANA Holdings has invested in biofuels and electric planes. 

In China, Ctrip has launched an eco-friendly hotel program. In Thailand, The Siam Hotel has implemented sustainable practices, such as using recycled materials in its construction. 

In India, Lemon Tree Hotels has installed solar panels and implemented sustainable practices in its hotels.

Types of Sustainable and Eco-Friendly Travel.

Sustainable and eco-friendly travel can take many forms, including eco-travel, environmental, volunteer, and responsible tourism. Eco travel involves visiting natural areas while minimizing the impact on the environment. Environmental travel focuses on the conservation and protection of natural habitats and wildlife. Volunteer travel involves working on conservation or community projects. Responsible tourism involves traveling in a way that minimizes negative impacts on the environment and benefits local communities.

Business travel is a high-priority area in most organizations. 

Sustainable practices are not only limited to leisure travel but also to business travel. Business travel significantly contributes to many organizations’ carbon footprint, and companies must adopt sustainable practices to reduce their environmental impact. As consumers become more eco-conscious, they expect organizations to prioritize sustainability in their operations, including business travel.

Importance of Sustainability in Business Travel.

Sustainability in business travel is essential for several reasons. Reducing the carbon footprint of business travel can help organizations achieve their sustainability goals and reduce their environmental impact. Sustainable business travel practices can also help companies save costs by reducing the number of trips, choosing sustainable airlines, hotels, and rentals, and using eco-friendly transportation options. Sustainable business travel practices can enhance organizations’ brand reputation, increasing loyalty from eco-conscious customers and employees.

Leading Companies and Sustainable Business Travel.

Leading companies have recognized the importance of sustainable business travel and have taken steps to reduce their carbon footprint. For example, Microsoft has pledged to become carbon negative by 2030 and has introduced a range of initiatives to reduce the carbon footprint of its business travel. These include encouraging virtual meetings, offsetting carbon emissions from flights, and using public transportation or electric cars for local travel.

In the travel industry, Hilton has introduced a range of sustainability initiatives in its hotels to reduce its environmental impact. These include reducing waste, conserving water, and using renewable energy sources. The company has also introduced a sustainability measurement tool that helps hotels to track and improve their sustainability performance.

In terms of transportation, Delta Air Lines has committed to becoming carbon neutral by 2030 and has introduced a range of measures to reduce its carbon footprint. These include investing in fuel-efficient planes, using biofuels, and introducing carbon offset programs for its customers.

Google’s eco-friendly search tool helps travelers cut through the industry greenwashing.

Google has been continuously introducing new features to help consumers choose sustainable options when using its services like Google Maps, Google Flights, and hotel search. In September 2022, the company announced the expansion of these efforts by introducing several new features enabling travelers to filter their searches and make sustainable choices when booking flights, hotels, and trains.

These new allow consumers to view eco-related information about their travel choices, such as estimated carbon emissions on flights and whether hotels have an ecolabel from a trusted third-party group.

Now, web searchers can filter their flight and hotel searches to remove non-sustainable options and book trains more easily through Google’s services.

To cater to eco-conscious air travelers, Google Flights adds a “Low Emissions” filter, allowing users to view flights with lower emissions than similar trips. When searching for hotels on Google.com/travel, users can click on a new “eco-certified” filter to browse a list containing only eco-certified properties.

What Companies Can Do to Ensure Sustainable Business Travel?

To ensure sustainable business travel, companies can take several steps, including:

  • Encouraging virtual meetings: Virtual meetings can reduce the need for business travel, thereby reducing organizations’ carbon footprint.
  • Choosing sustainable airlines, hotels, and rentals: Companies can choose airlines, hotels, and rentals with sustainable practices, such as using renewable energy sources, reducing waste, and conserving water.
  • Using eco-friendly transportation options: Companies can use eco-friendly transportation options, such as public transportation or electric cars, for local travel.
  • Reducing the number of trips: Companies can reduce the number of trips by encouraging employees to combine business and leisure trips or using video conferencing for internal meetings.
  • Offsetting carbon emissions: Companies can offset carbon emissions from business travel by investing in carbon offset programs, which fund renewable energy projects and help to reduce carbon emissions.

Sustainable business travel is becoming increasingly important for organizations that want to reduce their environmental impact and meet the expectations of eco-conscious customers and employees. Leading companies have already reduced their carbon footprint and promoted sustainable business travel practices. Organizations can ensure sustainable business travel by encouraging virtual meetings, choosing sustainable airlines, hotels, and rentals, using eco-friendly transportation options, reducing the number of trips, and offsetting carbon emissions. 

Organizations can achieve sustainability goals by prioritizing sustainability in business travel, saving costs, and enhancing their brand reputation.

The Future of Sustainable Travel.

The future of sustainable travel looks promising as more travel brands adopt sustainable practices and more travelers demand eco-friendly options. The use of renewable energy sources, such as solar and wind power, is expected to increase in the travel industry. Electric planes, trains, and cars will also become more prevalent. Travelers will continue seeking sustainable and eco-friendly travel options, and travel brands must adapt to meet this demand.

Eco-friendly and sustainable travel is becoming increasingly important to travelers who want to ensure their trips are not damaging the environment. By adopting sustainable practices, travel brands can reduce their carbon footprint and appeal to eco-conscious travelers. Leading global travel brands have already taken steps to reduce their impact on the environment, and the future of sustainable travel looks promising as more travel brands and travelers embrace eco-friendly practices.

Want to learn more about the latest travel and tourism trends? Download our report Navigating emerging trends in global travel and tourism, here.

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