Sustainability has become a big word in the travel and tourism industry as the world becomes more and more aware of climate change and other environmental issues. But it’s not clear that travelers in general are willing to pay for sustainable alternatives.
The issue is particularly important for the airline industry which is struggling to find ways to reduce its carbon footprint with increased use of sustainable fuels, efficient planes and carbon offsets—and in some cases offering ways for customers to pay more to cover increased costs.
But surveys and anecdotal reports indicate resistance; a recent survey in Germany of 5,000 people found 24% consider sustainability an important issue, but only a bit more than 5% would be willing to pay more for their planned travel.
Carbon offsets are widely available, but have been attacked as ‘greenwashing,’ paying to move pollution from one place to another. Ryanair and Lufthansa, among other airlines, make direct payment for carbon offsets a passenger option, but Ryanair says only about 3% make that choice.
