WTTC reveals how travelers think and how to connect with them according to their level of environmental awareness
Sustainability has transformed consumption habits globally, and tourism is no exception. More and more travelers consider the environmental impact of their decisions, although not all do so from the same perspective or with the same level of commitment to climate change.
The World Travel and Tourism Council (WTTC), together with YouGov, identified six consumer profiles according to their level of environmental awareness. Recognizing them is key for companies in the sector to adapt their commercial strategy and achieve more effective communication:
- The Hopeful Worrier: feels that the climate crisis is urgent and trusts that individual actions make a difference.
- The Outward-pointing Worrier: cares about the environment, although believes that the main responsibility lies with governments and large companies.
- The Disempowered Environmentalist: has a pessimistic view about the possibility of making progress, which leads them not to act.
- The Accountable Optimist: firmly believes in the importance of acting personally, recycles and donates, although does not usually pay more for sustainable options.
- The Action Avoider: shows little interest in climate change and rarely takes it into account in purchasing decisions.
- The Climate Change Agnostic: denies or doubts the existence of climate change and perceives sustainability as something costly.
Given this panorama, the WTTC suggests seven lines of action that allow tourism companies to better connect with customers, regardless of their profile. The key is to take advantage of each segment, adapting the message and the proposal to generate a stronger bond and, consequently, drive sales:
- Highlight economic and personal benefits: irrespective of their segment, consumers prioritise cost and quality over sustainability. Businesses should emphasise where sustainable travel options are affordable, while also highlighting their personal benefits.
- Make sustainability hassle-free: consumers are more likely to gravitate towards sustainable travel options that do not involve added time-consuming complexity. Make sustainable travel options easy to find, understand and implement.
- Offer tiered reward schemes: address varying levels of consumer engagement and willingness to pay for sustainability by developing a tiered reward scheme. This approach can help nudge a broad range of consumers into taking action.
- Highlight corporate sustainability initiatives and partnerships: show customers that you are taking leadership and working with others. Tell them about any large-scale sustainability projects and joint ventures with governments or other businesses, as well as the company’s own corporate implementation of sustainable measures.
- Show that environmental action supports wider benefits: in educational messaging, frame sustainability beyond an ecological perspective to highlight its influence on daily societal activities. Demonstrate how your business’ sustainable activities deliver positive economic and social outcomes on an individual and community level.
- Tailor your marketing: adapt and personalise your communication for different segments to help maximise impact.
- Seek feedback: listen to your customers to continuously improve and overcome barriers to sustainable behaviour.
How can the tourism sector make the most of this information?
The future of tourism is marked by sustainable awareness, a trend that will continue to grow and that, sooner or later, will become a standard in the industry. While this change consolidates globally, it is essential for travel agencies and companies in the sector to understand what type of client they are dealing with. Identifying the traveler’s profile not only helps adjust the message, but also allows the design of value propositions that truly resonate with their motivations and concerns.
The key lies in personalizing the commercial approach: adapting the discourse, the communication channels, and the travel proposal according to the client’s level of environmental awareness. In this way, companies not only increase their chances of conversion and loyalty, but also contribute to accelerating the adoption of sustainable practices within tourism. Ultimately, understanding and applying this knowledge allows companies to close more sales today, while building a business prepared for tomorrow’s challenges.
