2024-10-18-携程-2024可持续旅行消费者报告_15页_4mb

Overview of the 2024 Ctrip Group Sustainable Travel Consumer Report

This report analyzes consumer attitudes toward sustainable travel in the post-pandemic era, highlighting growing awareness but persistent gaps between knowledge and action. It draws from a global survey across 109 countries and regions, involving 9,867 samples, including new markets like Latin America and North America. The focus is on driving sustainable practices through education, accessible options, and industry collaboration.

Key Findings on Consumer Attitudes

• Growing Importance: 92.0% of respondents recognize sustainable travel as important, but only 56.9% have practiced it, indicating a significant awareness-action gap. Price sensitivity and lack of understanding are primary barriers.
• Regional Differences:
  • In Asia-Pacific and Latin America, environmental protection is the main motivator for sustainable travel.
  • In Europe/Middle East/Africa and North America, consumers consider factors like wildlife protection, economic impact, and cultural preservation.
  • Price sensitivity varies; for instance, 42.5% of North American and 48.1% of Asia-Pacific respondents are unwilling to pay premiums for sustainable options.
• Age and Generational Insights: Nearly 90% of Gen Z (born 1997–2012) express interest in sustainable travel, but price and education gaps persist, similar to other age groups. 53.6% of Gen Z cite environmental reasons as key drivers, yet 31.5% doubt the benefits.

Challenges and Gaps

• Awareness vs. Action: Many consumers (e.g., 48.1%) lack full understanding of sustainable travel, leading to skepticism about product authenticity (51.9% globally concerned about labeling). Efforts to improve information clarity and accessibility are crucial.
• Price Sensitivity and Economic Factors: Economic challenges and rising costs reduce willingness to pay for sustainable alternatives. Asia-Pacific consumers are more open to premium options, but affordability remains a hurdle elsewhere.
• Responsibility Perception: Consumers view reducing tourism's environmental impact as a shared responsibility, with varying opinions on who should lead: personal obligation (Asia-Pacific, 32.3%), government, or industry (Europe/Middle East/Africa, 67.3%).

Recommendations and Call to Action

• Address Gaps: Enhance consumer education to correct misconceptions, provide clear information on sustainable options, and make products more visible and affordable. 75.8% of surveyed travelers want travel platforms to label sustainable choices prominently.
• Role of OTA Platforms: Ctrip advocates for integrating sustainability into booking systems, offering incentives, and simplifying searches for green travel options. This could encourage up to 72.4% of consumers to choose sustainable products via platforms.
• Future Focus: Bridge the awareness-action divide by promoting sustainable behaviors, such as low-emission transportation and eco-friendly accommodations, supported by industry-wide initiatives.

Ctrip's Commitment to Sustainability

Ctrip has implemented an ESG strategy centered on environment, community, and ecological chain goals, aiming for carbon neutrality by 2050. The company launches carbon-neutral travel products, such as low-emission flights, green hotels, and carbon offset options through partnerships. Examples include "low-carbon hotel standards" in China and collaborations with climate tech firms to offset emissions, alongside tools for businesses to track carbon footprints.

In conclusion, while sustainable travel is increasingly recognized globally, efforts must address regional disparities, price barriers, and education needs to foster widespread adoption, with Ctrip playing a pivotal role in driving change.