Understanding Consumer Interest in Sustainable Travel

In this video from Skift’s Sustainable Tourism Summit, we hear from Jennifer Andre, Expedia Group Media Solutions’ vice president, business development, on how understanding the motivations and actions of travelers can generate impactful sustainability outcomes.

In this video:

  • Latest research: An overview of recent research from Expedia, focusing on how travelers are increasingly seeking sustainable options when traveling and how attitudes have shifted to a broader sustainability focus — including supporting local economies, local cultures, and communities — above and beyond direct environmental concerns alone.
  • Willingness to pay up: A discussion around how travelers are willing to spend more on sustainable food, transport, lodging, and unique activities and experiences, and are open to sacrificing comfort to make more sustainable and meaningful choices.
  • Key takeaways: A look at how travelers aren’t always sure how to be ‘more sustainable,’ highlighting an important knowledge gap in the field — as well as the crucial roles of clarity, authenticity, and value in the communication mix.

Sustainability is at the forefront of today’s travel world — not only for business operators and brands, but for travelers and travel consumers. Travelers are increasingly expressing willingness to invest in sustainable choices when on the road, signaling a broader mindset shift that operators and brands can leverage as part of their sustainability initiatives.

In this video from Skift’s Sustainable Tourism Summit, Jennifer Andre, vice president, business development of Expedia Group Media Solutions, discusses Expedia’s latest research on the sustainability motivations, behaviors, and influences of today’s travelers, and how first-party data around their actions, backed by third-party research, can help operators understand how to fill in interest and knowledge gaps and generate stronger and more efficient sustainability outcomes.

We are always looking for actionable insights both in our first-party Expedia Group search and booking data and in the custom research we commission. In a few weeks, we’ll be releasing the latest learnings in our upcoming Q2 2022 Traveler Insights Report. In the meantime, download our Sustainable Travel Study for more key takeaways, or check out our new Inclusive Travel Insights Report, where we dive into consumer values and opportunities to welcome all travelers.

Download the Study.

This article was created collaboratively by Expedia Group Media Solutions and Skift’s branded content studio, SkiftX.

*Originally published by Skift in July 2022.

About Expedia Group Media Solutions

Expedia Group Media Solutions is a global travel advertising platform that connects marketers with hundreds of millions of travelers across the Expedia Group brands. With our exclusive access to more than 70 petabytes of Expedia Group traveler search and booking data, we offer advertisers actionable insights, sophisticated targeting, and full-funnel results reporting. Our suite of solutions includes display, sponsored listings, audience extension, co-op campaigns, and custom creative campaigns – all designed to deliver on the objectives of our advertising partners and add value for travel shoppers on our branded sites globally. With a consultative approach and more than 20 years of travel and media experience, we help our advertising partners inspire, engage, and convert travelers for meaningful results. For more information, visit

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