47% of Singapore travelers don’t believe that sustainable travel options are truly more sustainable.

The rise of sustainable travel since the return of travel has been well documented, with many major players in travel and hospitality adopting a more conscious approach to meet consumer demands. 

However, the road to achieving a satisfactory level of sustainability across the board hasn’t been smooth. While many of us are aware of pressing issues like global warming and pollution that directly impact our collective future, factors like cost continue to influence the way we travel and oftentimes work against sustainability goals.

In lieu of this, Booking.com has released new research called the ‘2023 Sustainable Travel Research Report for Singapore’, with insights gathered from more than 33,000 travelers across 35 countries and territories. It highlights a dilemma where people feel potentially forced to choose between cutting costs and being more mindful about making more sustainable travel choices. 

Here’s a quick snapshot of key findings from the new study:

• 79% of travelers say they want to travel more sustainably over the coming 12 months, and 82% say the global energy crisis and rising cost of living is impacting their spending plans
• Over half (59%) of travelers believe more sustainable travel options are too expensive, with 49% willing to pay extra for travel options with a sustainable certification
• Taking conscious habits from home when traveling, 59% now turn off the air conditioning in accommodations when they aren’t there (up 23% from 2022), while 53% re-use the same towel multiple times (up 27% from 2022)

 What’s interesting is that despite a sense of global uncertainty, three-quarters (75%) of Singaporean travellers continue to put sustainability front of mind, with many believing we need to act now and make more sustainable choices to save the planet for future generations. 

The news continues to be a key influence driver for 59% of participants, who say the recent climate change news agenda has encouraged them to be more sustainable.

However, it also speaks to an internal conflict facing consumers when it comes to being more mindful about when, where and how they travel. While nearly half (44%) think the environment will get worse in the next six months, 68% believe the cost of living crisis will also get worse, leaving people unsure of what to prioritize as they work to reconcile what is important to them with the demands of everyday life.

A tale of two wallets in an unsteady global climate

The economic weather has changed drastically since last year, and the big topics at the front of people’s minds today are the cost of living crisis and the climate crisis. Over three quarters (79%) of Singapore travelers say they want to travel more sustainably over the coming 12 months, while 82% think the global energy crisis and rising cost of living is impacting their spending plans.

For some travelers the two are mutually exclusive. 

With rising inflation, nearly half of travelers are stuck in the notion that they must make a choice between sustainability and spending, with 59% believing more sustainable travel options are too expensive (up 13% from Booking.com’s 2022 data). For these respondents, sustainability and travel combined can seem non-urgent when they are worried about affording bills and the energy crisis. On the flip side, with travel well and truly back for others and a more urgent focus on conscious choices, 49% of today’s Singapore travelers would be willing to pay more for travel options with a sustainable certification, dialing up their spend to feel reassured they are driving impact. 

As an increasing number of Singapore travelers feel the pinch, they are seeking more sustainable travel options that are rich in rewards, highlighting the perceived trade-off between making conscious choices and saving money and the need for incentivization. 

Nearly half (46%) want discounts and economic incentives in order to opt for eco-friendly options (up 13% from 2022) while 41% would be encouraged to travel more sustainably with reward points for making more sustainable choices that they could use for free extra perks or discounts through online travel booking sites.

Breaking through barriers to drive change

It’s not just cost that is a perceived hurdle to traveling more sustainably. From limited data to a perceived lack of options, barriers to traveling more sustainably appear higher than ever, with some telling shifts in the past 12 months. 

Over half (60%) of Singapore travelers believe there are not enough sustainable travel options, while 73% want travel companies to offer more sustainable travel choices (up from 62% in 2022). Despite good intentions, 56% of travelers don’t know where to find more sustainable options. For example, 74% seek authentic experiences that are representative of the local culture, yet in stark contrast 53% don’t know how or where to find these tours and activities that will ensure they give back to the local community.

Adopting sustainable micro-habits on vacation

Despite existing barriers and the tightening of purse strings, it’s clear there’s a huge appetite for solutions with four in five (80%) Singapore travelers confirming that traveling more sustainably is important to them. Travelers say they are converting intent into action by taking active small steps at home, and when traveling, to drive a more sustainable future. 

Encouragingly, today 53% use reusable shopping bags, 48% recycle waste and 51% carry their own reusable water bottle – and there’s been a significant uptake in travelers adopting everyday habits on vacation in the past year.

59% turn the air conditioning off at accommodations when they aren’t there, % re-use the same towel multiple times

65% of Singaporean travellers say they turn off the lights and appliances at accommodations when they aren’t there, while one third (31%) now recycle their garbage when traveling. Even more promisingly, travelers are taking action to make conscious choices on vacation that go beyond these everyday micro-habits. When it comes to transportation, 44% now plan their sightseeing so that they can walk, bike or take public transport, while 35% travel outside of peak season in a bid to avoid overcrowding. There is also consensus amongst travelers on taking the ‘buy local’ mantra on vacation, with 34% favoring small, independent stores. 

Trust, truth and the travel industry

Amid rising climate anxiety, travelers are becoming more responsible consumers, from their accommodation to their transport choices. With two thirds (64%) wanting to leave the places they visit better than when they arrived, travelers in Singapore today are increasingly adopting a regenerative approach to travel and searching for vacations with maximum positive impact, while seeking credible assurance when booking across the entire travel experience. 

FNearly two thirds (64%) would feel better about staying in a particular accommodation if they knew it had a sustainable certification or label, while 61% want to filter their options for those with a sustainable certification next time they book.

In response, the travel industry must adapt to meet the changing expectations of these more conscious consumers, to accommodate the third (35%) always on the lookout for brands that promote sustainability, as well as the 71% who are interested to learn more about why specific options are recognized as more sustainable, such as eco-friendly LED lighting and water-efficient toilets for a more sustainable stay. 

Still, with almost half (47%) of Singapore travelers today not trusting that the sustainable travel options labeled are truly more sustainable, there are huge strides for the travel industry to make in gaining the trust of consumers.