Travelers’ green intentions do not translate to action when it comes to purchase behavior, according to a study.
The report, published by Lufthansa Innovation Hub’s Travelandmobility.tech platform and Hopper, reveals that 78% of consumers want to see sustainable travel alternatives and 73% say they are willing to pay for them, but only 1% eventually offset their emissions.
Respondents were also asked would they be willing to pay more for a fuel-efficient flight, with 36% saying they would.
And, generally, travelers claim they are prepared to pay an extra $42 on an average ticket price.
The study also highlights the techniques that travel companies can use to convince travelers to pay a premium for more sustainable travel.
It says that, for example, “side benefits relating to convenience and context” can be offered with sustainable options to help drive conversion.
Further ways to drive action include adding compensation schemes directly into the booking path before a flight is secured.
The study also points to a surge in Google search queries related to sustainable travel, with figures showing interest has quadrupled over the course of 2019.
The commercial impact is also revealed with research from BDL showing that demand for domestic flights in Germany fell in the second half of last year, although this could also be explained by a slowing in the economy.
Recent research from the European Investment Bank also revealed travelers planned to fly less in 2020 amid concerns about climate change.
In January, Hopper announced that it was funding the planting of six million trees in 2020, at a cost of $1 million.
The company’s CEO, Fred Lalonde, also challenged other leaders of large online travel businesses to follow suit.