Sustainability will dictate travel decisions and trends in 2025

A major analysis of public sentiment has found most travellers prioritise climate concerns and consider overtourism when planning trips. 

Published by Accor, the European Travel 2025: Balancing Growth and Impact report includes responses from 8,000 people across Europe, including the UK. The results point to a marked increase in consideration for the environment, although this is not supported by tangible signs booking trends are changing. 

Nevertheless, the study claims 73% of European travellers who participated state sustainability and climate are key to travel decisions. This includes taking reusable bottles with them on trips, having shorter showers, eating locally-sourced food, and avoiding areas prone to extreme weather. People from Italy and Germany were most likely to take this approach, with Spain, Poland, France, the Netherlands and UK also ranking well.

Meanwhile, 90% think about overtourism when planning where to go, with 22% actively choosing lesser-known destinations. One-third will not travel in peak months, and 27% will swerve any destination suffering from overcrowding as a result of tourism. 

However, 2024 is likely to be the first year in which air passenger numbers surpassed pre-pandemic levels, with IATA predicting 4billion seats will have been booked on flights over the past 12 months by the end of December. Meanwhile, demand for private jets is also increasing, adding even more emissions to one of the world’s most polluting sectors. Even those in the Accor survey admitted they expected to travel more in 2025, although avoiding peak seasons and focusing on budget friendly destinations betrays the continuing tough climate for consumer spending. 

‘Our research clearly confirms that travel remains a top priority for Europeans. This continued momentum brings significant opportunities but also challenges. While travellers increasingly show positive intentions, the industry must work harder and faster to convert these into good choices by providing clear, actionable alternatives and transparent information, while reducing the impact of operations and carefully focusing on sustainable growth,’ said Patrick Mendes, CEO, Premium, Midscale & Economy, Accor Europe & North Africa.

More on climate change and net zero: 

‘Surge’ in climate tech investment as UK bucks global decline trend

Updates to national flood and coastal erosion risk assessment in England

Contracts signed on Teesside East Coast Cluster carbon capture and storage

Image: Belinda Fewings via Unsplash