Luxury travel agency network Virtuoso has released the results of a survey highlighting how affluent travellers view sustainable tourism. The survey shows that not only do the majority wish to travel more sustainably, they’re also willing to pay more for it.

More than 80% of respondents say the pandemic has made them want to travel more responsibly in the future. Virtuoso says that echoes findings from a survey conducted last year, reinforcing that travelling sustainably continues to be a top priority for luxury travellers.

Virtuoso’s 2021 sustainability survey also found that 78% believe it’s important to choose travel companies that have a strong sustainability policy, moving them to seek out companies committed to Virtuoso’s three pillars of sustainability: protecting the planet, supporting local economies and celebrating cultures.

In addition, 70% agreed that travelling sustainably enhances their vacation experience, and the overwhelming majority of respondents said they would be willing to visit a popular destination during off-peak seasons or opt for an alternative, less-travelled destination to help combat over-tourism.

Affluent consumers say cost is less of a factor when planning to implement sustainable travel practices, but transparency is critical: 75% say they are willing to pay more to travel responsibly if they know how the funds are being used.

Travellers also expressed a strong desire for assistance with making more informed decisions around sustainable travel, with 40% saying they would be encouraged to travel more responsibly if they had guidance from a trusted source, such as a professional travel advisor.

“The pandemic has led to an interesting phenomenon, taking sustainable travel from afterthought to forethought for travellers who are now searching for more meaning in their lives, their actions and ultimately with their spend,” said Virtuoso Vice-Chair and Sustainability Strategist Jessica Hall Upchurch.

“Travellers want to know that they, and their money, are making a difference. The pandemic disrupted the industry unlike anything before, but it also shifted priorities, resulting in a renewed commitment from travellers to safeguard the planet and each other,” Upchurch said.

Additional findings from the 2022 sustainability survey include:

Top 5 Ways Travellers Support Sustainable Tourism

-- Reduce food and plastic waste by bringing their own water bottle, carrying reusable bags, etc.

-- Support wildlife conservation.

-- Travel during the off-season or tol esser-known destinations.

-- Contribute to causes that benefit the destination and community they’re visiting.

-- Support travel companies with a strong sustainability policy.

Top 5 Trips/Destinations Travellers Associate with or Prioritize for Sustainable Tourism

-- Cultural tours (land-based)

-- River cruising

-- Heritage sites

-- African safaris and ocean cruising (tie)

-- Island destinations

Virtuoso says its commitment to sustainability spans more than a decade and includes establishment of a Sustainability Council, related training and professional development for affiliated travel advisors. The latest Virtuoso Sustainability White Paper is available here.