2023年可持续性旅游报告（英）

SUSTAINABLE

TRAVELREPORT

202

322Inaworldwiththeturbulenceof

geopoliticalconflictandrisinginflation,travelersareincreasinglyrecognizingtheurgencyto

actnowto

savetheplanetfor

futuregenerations.2023,withtravelersfindingmoremeaningfulways

to

spendtheirmoney.

Moreandmore,theyarecarvingoutregenerativeexperiencesthatpositivelyimpactdestinationswithbenefitsto

wildlife,conservationandthelocalcommunity,

andengaginginlocalphilanthropyandethicalexperiences.ThemostextensiveSustainableTravel

researchfromBto

datealsohighlightsadivideinpeople’s

actions;somearemoreintentionalabouthowtheyspendtheirmoneywiththeperceptionthatsustainabletraveloptionsaretooexpensive,whileothersarewillingto

paymorefor

theseoptionsThe

DilemmaDividing

SustainableTravel

in

2023Whiletravelersrecognizethecriticalnatureofclimatechange,thereisstillsomedisconnectbetweenimpactandaction.From

limiteddatato

aperceivedlackof

credibleoptions,thisreportexposesbarriersto

travelingmoresustainablyandthehugestridestravelprovidersneedto

makeinorderto

gaintheirtrust.Ultimately,

buildingatrulysustainableindustrywilltaketime,butprogressto

feelreassuredtheyaredrivingimpact.Nowinitseighthyear,Despitefinancialbarriers,it’s

clearthere’sahugeappetitefor

sustainablesolutions–especiallythosethatdon’timpactspend.Onamicrolevel,today’s

responsibletravelerisconvertingintentintoactionwithameaningfuluptickinmoresustainabletravelbehaviorssuchasturningoff

theairconditioningandreusingtowels

inaccommodations.Travelers

arealsomakingconsciouschoicesbeyondeverydayhabitssuchaschoosingmoresustainablegroundtransportandshoppinglocal.B’s

annualSustainableTravel

Report,

whichgatheredinsightsfromover

33,000Travelers

arerethinking

what‘value’

means

tothem,

from

carvingout

regenerativeexperiences

tofinding

moremeaningful

ways

tospend

their

moneyisunderway

to

ensure

thatit’s

becomingeasierfor

everyone

to

experience

theworldina

more

mindfulandresponsible

way.travelers

across

35

countriesand

territories,spotlightshoweconomicuncertaintyisinformingmeaningfulsustainabletraveldecisionsthisyear.

Thishighlightsadilemmawherepeoplefeelpotentiallyforced

to

choosebetweencuttingcostsandmakingmoresustainabletravelchoices.From

theeconomyto

theenvironment,travelersarerethinkingwhat‘value’

meansto

them.At

amacrolevel,sustainabletrendspointtoanincreaseinmorepurposefultravelin33“OvertheeightyearsthatBhasconductedthisresearch,thegrowingurgencythatpeoplefeelto

actnowandmakemoresustainabletravelchoicescontinuesto

beencouraging.ThereportpromisinglyWhenitcomesto

ourplatformandtheimpactwe

arestrivingto

haveacrossthetravelindustry,ourTravel

Sustainableprogramnowrecognizesthesustainabilityeffortsof

morethan500,000accommodationsworldwide.We

areencouragedby

thenumberof

ouraccommodationpartnersthataretakingstepsto

operatemoresustainably,

butthereismoreworkto

bedoneto

makeiteasierfor

travelersto

findandbookmoresustainableoptionsacrosstheentiretravelexperience.pointsto

thetravelermindsetevolvingwithsomenoticeableshifts

inthemoresustainablebehaviorsthattravelerssaytheyhaveputintopracticeoverthepastyear.Glenn

FogelCEO

of

BAt

B,ouraimisto

findscalableways

to

surfaceexperiencesacrosstheentiretripthattrulyenrichtheconnectionbetweentravelersanddestinations,fromimpactfulactivitiesto

supportinglocalcommunities.We

feelthaturgencytooandatB,ourambitionisto

createamoresustainablebusiness,aswellascontributeto

amoresustainabletravelindustry.Thiswilltaketime,cooperationandsystemicchanges.Inorderto

bringtheethosof

travelingmoresustainablyintothemainstream,theonusisonusinthetravelindustryto

providemoreinformationto

travelersinacredibleandtrustedway.

Withcontinuedindustrycollaborationandthededicationof

ourpartners,we

areoncoursefor

moresustainabletravelto

becomethenorm,andnottheexception.”“With

continuedWithregardsto

ourownbusiness,in2022we

setoutourambitionto

benet-zero

by

2040aspart

of

ourClimateActionPlan,aligningouremissionreductionroadmapto

theScienceBasedTargets

Initiative(SBTI).As

such,ouraimisto

achievea95%reductioninscope1and2emissionsanda50%reductioninscope3emissionsby

2030andto

reachnet-zero

by

2040.industry

collaborationand

the

dedicationof

our

partners,

weare

on

course

for

moresustainable

travelto

become

the

norm,and

not

the

exception.”4480%confirmthattravelingmoresustainablyisimportanttothemAn

Urgencyto

Act

Now4Highest74%At

atimeof

generalglobaluncertainty,withtheturbulenceof

climatechangeandrisingcost

of

living,travelingmoresustainablycontinuesto

befrontof

mindfor

travelers.99%97%96%96%IndiaPhilippinesKenyabelievepeopleneedto

actnowandmakemoresustainablechoicesto

savetheplanetforfuturegenerationsVietnam65%65%IsraelBelgiumNetherlandsDenmark62%(upfrom66%

in2022)55%4LowestThe

news

continues

to

be

a

key

influence

driver:43%would

consider

themselves

knowledgeable

onsustainability,

withthenews

andsocialmediathetwo

top

sources

of

learning

aboutthetopic53%Ye

tthenews

alsospeaksto

aquandarypeoplearefacingwhenitcomesto

beingmoremindfulaboutwhen,whereandhowtheytravel.Increasingly,

peopleareunsureof

whatto

prioritizeastheyworkto

reconcilewhatisimportantto

themwiththedemandsof

everydaylife:APAC

61%LATA

M

60%EMEA

47%say

thatrecent

news

aboutclimatechangehasinfluenced

themto

makemore

sustainable

travel

choicesNORAM

44%49%64%thinktheenvironment

willgetworse

inthenext

sixmonthsbelieve

thecost

of

livingcrisiswillgetworse

inthenext

sixmonths56%49%48%40%EMEANORAMLATA

MAPAC73%70%60%52%EMEANORAMLATA

MAPAC6Ontheflipside,withbucket-listtravelwellandtrulybackfor

othersandamoreurgentfocusonconsciouschoices:76%

76%say

they

want

to

travel

moresustainably

over

the

coming

12

monthsthink

the

global

energy

crisis

and

rising

costof

living

is

impacting

their

spending

plansCost

vs

Conscience49%believemore43%wouldbewillingsustainabletraveltopaymoreforoptionsaretootraveloptionsexpensiveWithrisinginflation,travelersarestuckinthenotionthattheymustmakeachoicebetweensustainabilityandspending.For

thesepeople,sustainabilityandtravelcombinedcanseemnon-urgentwhentheyareworriedaboutbillsandtheenergycrisis.Theeconomicweatherhaschangeddrasticallyinthepast12months,andthebigtopicsatthefrontof

people’s

mindstodayarethecost

of

livingcrisisandtheclimatecrisis.3Highest80%75%72%IndiaVietnamKenya2023India

66%Average

49%Indonesia

32%49%believe

moresustainable

traveloptions

are22%20%19%Belgium&

JapanCroatiatoo

expensive47%Israelwouldliketipsonhowtotravelmoresustainablyonabudget(up11%from2022)3LowestWithanincreasingnumberof

travelersfeelingthepinch,theyareseekingmoresustainabletraveloptionsrichinrewards,withtheneedfor

incentivization:49%wantdiscountsandeconomicincentivesto

optfor

eco-friendlyoptions(upfrom2022)12%42%wouldbeencouragedto

travelmoresustainablywithreward

pointsfor

makingmoresustainablechoicesthattheycouldusefor

freeextraperksordiscountsthroughonlinetravelbookingsites8874%want

travelcompanies

to

offermore

sustainabletravel

choicesBreaking

ThroughBarriers(upfrom66%from2022)It’s

notjustcost

thatisaperceivedhurdleto

travelingmoreDespitegoodintentions,44%of

travelersdon’tknowwhereto

findmoresustainableoptions.For

example:2023Thailand

70%Average

51%51%75%seekauthenticexperiencesthatarerepresentativeofthelocalculturesustainably.

From

limiteddatato

aperceivedlackof

options,barriersto

travelingmoresustainablyappearhigherthanever,

withsometellingshifts

inthepast12months.believe

thereare

not

enoughsustainable

traveloptionsNetherlands

35%40%don’tknowhoworwheretofindtoursandactivitiesthatwillensuretheygivebacktothelocalcommunity9Inthepast12months,peoplesaytheyhavebeenconvertingintentintoactionby

takingactivesmallstepsathome–andincreasinglywhentraveling–to

driveamoresustainablefuture.The

ResponsibleTravelerSustainable

Stepstaken

at

HomeDespiteexistingbarriers68%64%58%56%39%39%13%usedreusableshoppingbagsandthetighteningof

pursestrings,it’s

clearthere’s

ahugeappetitefor

solutions,withtwothirds(59%)moredeterminedto

makemoresustainablechoicesnowthanwhentheytraveledrecycledwastecarriedtheirownreusablewaterbottlereducedtheirusageofsingle-useplastictookpublictransportorbicycleovercarfavoredsmall,independentshopsayearago.haveeatenanexclusivelyplant-basedorvegetariandietSustainable

Stepstaken

on

Vacation67%turnedtheairconditioningoff

ataccommodationswhentheyweren’tthere60%55%77%re-usedthesametowelmultipletimesusedtheirownreusablewaterbottleturnedoff

thelightsandappliancesataccommodationswhentheyweren’tthere45%40%recycledtheirgarbagewhentravelingoptedoutofhavingtheirroomcleaneddaily1

1From

TouristBuying

LocalTransportationLATA

M

54%EMEA

44%NORAM

42%APAC

39%43%to

ChangemakerThereisalsoconsensusamongsttravelersonadoptingthe‘buylocal’

mantraonvacationandusingtheircurrencyasaforce

for

good:favored

small,independentstores43%Theresponsibletravelerisswitchingupresponsibletravelin2023–andtheireverysmallstepcounts.Thisshift

inbehaviorhighlightstheurgentactiontravelersaretakingastheystriveto

makemoresustainablechoicesto

savetheplanetforfuturegenerations.plannedtheirsightseeingsothatthey

could

walk,bike

ortake

publictransportHighest60%PhilippinesUSA31%Even

morepromisingly,

travelerstookactionto

makeconsciouschoicesonvacationthatwentbeyondeverydaymicro-habitsinthepast12months.Lowest43%traveledoutside

ofpeak

seasoninabidtoavoidovercrowdingHighest55%ColombiaChina29%Lowest1

22023Indonesia

83%Netherlands

69%55%69%Travelers

arealsorethinkingwhattheyconsiderto

bemoresustainableformsof

travel:wantthemoneytheyspendwhentravelingtogobacktothelocalcommunityThe

Rise

ofRegenerative

Travel66%saytheywanttoleavetheplacestheyvisitbetterthanwhentheyarrived65%4HighestAmidrisingclimateanxiety,today’s

travelersareincreasinglyadoptingaregenerativeapproachto

travelandsearchingfor

vacationswithmaximumpositiveimpact.considerprotectingthenaturalenvironmentamoresustainableformoftravel85%83%81%81%KenyaVietnamIndonesiaThailand55%52%

Israelconsiderpreservingwildlifeandnaturalhabitatsatthetraveldestinationamoresustainableformoftravel43%consideractivitiesandtoursthatboostthelocaleconomyamoresustainableformoftravel51%

Belgium51%

Germany41%

Netherlands4Lowest1

3Inresponse,

thetravelindustry

must

adaptto

meetthechangingexpectations

of

thesemore

conscioustravelers,

andmakestrides

to

gaintheirtrust:44%likeitwhenbrandsoffer

productsorservicesthataremoresustainable,butitdoesn’talwaysinfluencetheirdecision65%61%CroatiaTrust,

truthand

the

TravelIndustrywould

feel

better

aboutstaying

inaparticular

accommodation

ifthey

knew

ithada

sustainablecertification

orlabel13%India39%don’ttrustthatthesustainabletraveloptionslabeledaretrulymoresustainable59%Travelers

arebecoming58%23%India&ItalyIndonesiawanttofiltertheiroptionsfor

thosewithasustainablecertificationnexttimetheybookmoreresponsibleamidrisingclimateanxiety–fromtheiraccommodation

to

their

transportchoices.As

aresult,theyareseekingcredibleassurancewhenbookingacrosstheentiretravelexperience.30%arealways

onthelookoutfor

brandsthatpromotesustainability11%onlybuyproductsandservicesfrombrandsthatpromotesustainability69%areinterestedtolearnmoreaboutwhyspecificoptionsarerecognizedasmoresustainable49%2%IndiaDenmark&Japan1

4500,000+

moresustainableaccommodationsavailable,nomatterthepropertytype,labeledwithacertifiedTravel

SustainablebadgeMaking

solutionsEasier

for

Ever

yoneRentalcarsearchfiltersto

quicklyfindfullyelectricandhybridcarsacross111

countries95

cities

worldwidewheretravelerscannowfindandbookgreenertaxioptionsby

lookingfor

the100%ElectrictagginginthesearchresultsTravelers

canchoosemoresustainableoptionsacrosstheworldfor

theirnexttripthroughBsearchfilters.47