Travel trends: Giving travellers what they want

In an era where the world is increasingly interconnected and aware of global challenges, the travel sector is also undergoing a profound transformation. Travellers today are not just seeking picturesque locations and luxurious amenities; they are looking for travel tips that align with their values and contribute positively to the world. Effective travel planning now includes considering travel trends that emphasise sustainability, ethical practices, and meaningful connections. The COVID-19 pandemic has further accelerated this shift, highlighting the importance of travel essentials that prioritise health and safety. As a result, travel advice now often focuses on how to travel responsibly and make a positive impact, reflecting the evolving priorities of modern travellers.

Embrace sustainability

The awareness around climate change and environmental conservation has never been higher. Travellers are increasingly conscious of their carbon footprints and seek ways to minimise their impact on the planet. The push towards sustainable travel is not just a trend but a necessity.

Hilton, a WTTC Member, has been at the forefront of sustainable luxury travel. The company integrates sustainability into every aspect of its operations, from construction and waste management to energy efficiency and local community engagement. Hilton’s Travel with Purpose programme is designed to minimise environmental impact and enhance the communities where it operates. The company aims to cut its environmental footprint in half and double its social impact investment by 2030. Their properties are equipped with advanced energy and water-saving technologies, and they prioritise sourcing sustainable and locally produced food. Hilton also engages guests in sustainability efforts by offering opportunities to participate in local conservation projects, such as beach clean-ups and wildlife protection initiatives.  

Such initiatives not only reduce the organisation’s carbon footprint but also provide travellers with a sense of fulfilment and connection to the places they visit.

Ethical and responsible tourism

Modern travellers are also driven by ethical considerations. They seek experiences that uphold high standards of animal welfare, human rights, and social justice. This means avoiding activities that exploit animals or harm local communities and instead supporting businesses that demonstrate a commitment to ethical practices.

TUI Group, another WTTC Member, is a leading example of a tour operator committed to responsible tourism. They have implemented a comprehensive Animal Welfare Policy that prohibits activities like elephant rides and interactions with captive marine mammals. Instead, they promote wildlife experiences that are ethical, educational, and align with global animal welfare standards. They also actively support local communities by hiring local guides and choosing accommodations and services that are locally owned and operated. This approach ensures that tourism dollars directly benefit the residents and contribute to sustainable development.

Such efforts not only enhance the experience for travellers but also foster positive, long-lasting impacts on the destinations they visit.

Positive impact on local communities and SMEs

Travellers today are not just passive consumers; they want their travel choices to have a positive impact. This includes supporting local communities and small and medium enterprises (SMEs). By doing so, they help preserve cultural heritage and promote sustainable economic growth.

For example, Marriott International, a WTTC Global Member, has pioneered community tourism, focusing on immersive experiences that benefit local communities. Their tours and programmes often include stays at locally owned accommodations, participation in cultural activities, and visits to social enterprises. In Thailand, Marriott partners with the Karen Hilltribes Trust, where travellers can learn about traditional crafts, such as weaving and pottery, and purchase handmade products directly from the artisans. This model empowers local communities and offers travellers a deeper understanding of the culture they are exploring.  

By implementing initiatives that involve guests in authentic experiences, SMEs can support local economies and contribute to the preservation of cultural heritage. This community tourism approach fosters meaningful connections between travellers and the communities they visit, enriching the travel experience while promoting sustainable development.

Transparency and informed choices

With increasing access to information, travellers are demanding transparency about the environmental and social impact of their choices. This includes understanding the carbon footprint of flights, the sustainability practices of accommodations, and the ethical standards of tour operators. Some programmes encourage businesses in the hospitality sector to adopt similar practices, promoting a broader movement towards eco-friendly travel. One such global initiative is World Travel & Tourism Council’s (WTTC) Hotel Sustainability Basics verification scheme. It is a framework that outlines 12 key actions across areas such as energy efficiency, water conservation, waste reduction, and community engagement, offering a practical approach for hotels to begin their sustainability journey. The scheme provides third-party verification to ensure compliance, giving businesses a credible and globally recognised stamp of approval. It is particularly valuable for SMEs, offering an accessible pathway to sustainability that drives resource efficiency, lowers operational costs, and enhances their reputation among eco-conscious travellers. By adhering to this programme, hotels can make meaningful strides toward sustainability while aligning with international best practices.

Radisson Hotel Group and Jin Jiang International have made significant strides in advancing sustainability by enrolling their properties in Hotel Sustainability Basics verification scheme. Through this initiative, both hotel giants are committing to meet essential sustainability criteria. This move reflects their dedication to environmental stewardship and responsible tourism. Their participation enhances their sustainability credentials and inspires other hotels globally to follow suit, reinforcing the importance of sustainable operations in Travel & Tourism.

The travel sector stands at a crucial juncture, with an urgent need to align with the values and expectations of modern travellers. Achieving sustainability is a collective effort that requires collaboration between various stakeholders, including tour operators, accommodations, airlines, and cruise lines. The future of travel depends on our collective ability to adapt, innovate, and prioritise the well-being of our planet and its inhabitants.

‍