Navigating the Complexity of Sustainability Messaging in the Travel Industry

While consumers express concern for the environment, their willingness to pay a "green premium" or prioritize sustainability credentials in their travel choices remains inconsistent. The essence of this challenge lies not in questioning the consumer's commitment to sustainability but in understanding the diverse consumer segments and aligning sustainability messaging to resonate effectively with each group.

Recent research by University of Padua* sheds light on the complexities of consumer attitudes towards environmental issues within Europe, revealing significant heterogeneity both between and within countries. This diversity necessitates a nuanced approach to sustainability messaging.

Understanding the Audience

The study found that demographic factors, such as age, gender, and political orientation, influence environmental behavior. For instance, young and female citizens show greater involvement in environmental matters, engaging more actively in behaviors like seeking alternative travel modes or participating in eco-friendly activities. Conversely, actions linked to waste and savings find more popularity among older citizens.

The study also points to the significant impact of family composition and economic conditions on green behavior. Families with children, for instance, demonstrate a higher propensity for engaging in sustainable actions. Economic conditions, too, play a crucial role, as not all families can afford the higher costs associated with certain green actions, such as purchasing products with environmental labels. Peoples' political orientation is an important factor to take into consideration: left-oriented consumers show more active involvement in environmental causes, sustainable living, and eco-conscious choices.

In this article I won't delve into different consumer segments, but share look at an example using the existing YouGov data for Germany. We see the differences in attitudes between ‘Young, affluent families’ (our target group) juxtaposed against agreement to statement levels of the general population (control group). A significantly larger proportion of the target group see themselves as environmentalists (62% vs 44%), whilst 39% of them don’t mind paying more for products that are good for the environment and 26% more try to buy from companies that are socially and environmentally responsible.

YouGov data also reveals that young affluent families in Germany exhibit a higher propensity for travel (13% of target group took 5 or more holidays in the last 12 months vs 5% amongst the control group), accompanied by a greater expenditure per trip (8% of target group spent more than 2,500 EUR per person compared to 5% of Nat Rep). Over the past year, Young affluent families have been customers of a variety of hospitality brands including Crowne Plaza, Hilton, B&B Hotels, Marriott, Accor, IHG, Best Western, Radisson, to name a few, underscoring their relevance to numerous accommodation providers. Moreover, destinations worldwide are diligently striving to establish and maintain a reputation for sustainability among their visitors.

Analyzing the travel patterns of affluent young families from Germany over the last year, we observe a diverse selection of global destinations. This trend reinforces the importance of tailored messaging that resonates with audience expectations for countries across the globe.

Tailoring Your Messaging

For travel brands aiming to captivate these diverse consumer groups and effectively communicate their sustainability efforts, understanding the nuances of demographic factors, such as age, gender, political orientation, and economic conditions, in shaping environmental attitudes and actions is paramount. Messages should be tailored to align with the values and lifestyle of each segment. For instance, for young, environmentally conscious families, highlighting eco-friendly accommodations, sustainable activities, and responsible travel options could foster a deeper connection and drive engagement. Brands should emphasize the tangible impacts of sustainable choices, showcasing how consumers can contribute to environmental preservation while enjoying enriching travel experiences. Moreover, recognizing the economic considerations of different segments can help brands offer solutions that meet consumers at their point of need, making sustainable travel accessible and appealing to a broader audience. Luxury brands, on the other hand, can double-down on their sustainability credentials given how well that resonates with affluent travelers.

To sum up, travel brands can navigate the complexities of consumer attitudes towards sustainability, crafting messages that inspire action and foster a more sustainable future for travel. If you'd like ideas on how YouGov Teams can help, please get in touch via DM.

Best,

Eva

Sources:

This article is based on the findings from the study "European Consumers’ Attitudes towards the Environment and Sustainable Behavior in the Market", Department of Statistical Sciences, University of Padua, 35121 Padua, Italy. Whilst YouGov regularly carries out similar studies with similar results, they belong to our clients and hence not available for publish sharing.

YouGov data for Germany is obtained from YouGov's Profiles subscription product. Target Group: Affluent young families segment (n. 638) is described as follows: is any of [18 to 44 years] AND Household size - number of children is any of [1, 2, 3, 4, 5 or more] AND Higher income: higher than 200% of the median. Control Group: Nat Rep (n. 96936)