Travel smarter: Behavioural insights for a sustainable future

The push for sustainability in travel has moved beyond optional initiatives; it’s now central to ensuring the industry’s future. Behavioural insights offer an innovative approach to shaping traveller decisions, making eco-friendly behaviours seamless and intuitive. By designing experiences that align with human tendencies, tourism businesses can advance sustainability without compromising enjoyment.

Turning sustainability into a simple choice

Travellers often avoid sustainability choices when they feel complex or burdensome. Simplification is key. Instead of relying on travellers to opt-in to eco-conscious options, businesses can make these the default. Examples include offering energy-efficient room settings or bundling carbon offset fees into ticket prices.

The Norwegian “Cut Food Waste 2020” programme demonstrates the power of simplicity. Restaurants introduced smaller plates and visual cues in buffet areas to reduce waste. By removing mental effort, these interventions achieved a 20% reduction in food waste.

Harnessing behavioural cues for positive impact

Behavioural nudges, a core principle of behavioural economics, can subtly influence travellers without restricting choice. Framing sustainable actions in a socially relatable way proves highly effective. For example, rephrasing messaging like “Join us in reducing waste” to “Most of our guests reuse towels” appeals to travellers’ desire to conform.

Similarly, tourism businesses can incorporate visual cues or incentives to shift behaviours. Destinations can use signs showing the collective impact of eco-friendly choices, such as reduced CO2 emissions or water conservation figures, fostering a sense of shared purpose among visitors.

One of the most powerful motivators in human behaviour is the desire to belong. Social proof bias, the tendency to mimic the behaviour of others, provides a strong basis for encouraging sustainable actions. Tourism businesses can highlight popular eco-friendly actions, such as showcasing testimonials or statistics like “85% of our visitors choose to offset their travel.”

Virgin Atlantic’s fuel efficiency programme, where pilots were given performance feedback and community recognition, highlights how leveraging social influence can lead to meaningful, sustained behavioural change.

Embedding sustainability at every step

Practical applications of behavioural insights can transform sustainability into an effortless and appealing part of the travel experience:

• Pre-set eco-friendly options: Automatically include environmentally friendly options like paperless check-ins or low-impact meal selections.
• Highlight tangible benefits: Use visuals to demonstrate the positive impact of sustainable choices, such as reduced energy use or conservation efforts.
• Collaborate locally: Engage with community-driven sustainability projects, promoting authenticity while contributing to local development.

The journey toward sustainable tourism does not need to rely solely on consumer awareness. Businesses that are looking for a place to start can align themselves with the Hotel Sustainability Basics. The Basics by WTTC and partners is a globally recognised sustainability indicator, providinges stakeholders in the industry a foundation for their sustainability journey. Therefore, by embedding sustainability into the design of travel experiences, businesses can position themselves with the natural decision-making processes of travellers. From reducing cognitive load to leveraging social proof, behavioural insights provide a toolkit for guiding eco-conscious behaviours naturally.