Bloomberg’s study finds sustainability important factor for future traveller behaviour

by: Felicity Cousins | November 1, 2022

US: Bloomberg Media has published its Now Boarding: The Global Traveller’s Outlook study revealing current and future travel sentiments and behaviours.

The study surveyed 1,456 affluent leisure and business travellers aged 25 to 65 years old, across China, India, Singapore, Indonesia, Thailand, Japan, Australia, UK, France, Germany, UAE, Saudi Arabia and the US. 

The study found that across APAC sustainable travel will play a key role in travel planning, with two thirds of travellers willing to pay more for sustainable travel options offered by airlines or accommodation.

The results also showed 80 per cent of travellers treat sustainability as an important factor especially those in US and APAC. In fact, 85 per cent of APAC travellers and 80 per cent of American travellers said sustainable travel will play a key role in planning their trips. The respondents noted they wanted brands which use renewable energy/resources and are committed to reducing their carbon footprint.

More than 50 per cent of those travellers in APAC are willing to pay more for sustainable travel options offered by airlines or accommodation, while 60 per cent of respondents from Europe, the Middle East and Africa are also willing to pay more. According to the study, half of UK travellers are willing to pay more for sustainable options in airlines and hotel bookings. This is similar to’s findings in its 2022 sustainability report, released earlier this year.

“Blesiure” travel is one trend which is full force and one of the top travel trends for those surveyed, with 45 per cent opting to sightsee or extended their trip while travelling for business. This impacts on sustainable trends as it may mean taking fewer flights and choosing extended stay accommodation, which is generally seen as a more sustainable choice as there are fewer public areas to heat and light.

Michelle Lynn, global head of data and insights for Bloomberg Media said: “COVID-19 changed the way the world views and experiences travel now. With Now Boarding, we were interested in finding out how the pandemic has specifically changed traveller’s outlook, including a deep dive into the areas of concern and the benefits they now seek from travel operators, airlines, and hotels.”

Image from Bloomberg’s Now Boarding summary.