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BCD Research: Sustainability Goals Fail to Shift Traveler Behavior

BCD Travel's 2026 research highlights a gap between corporate sustainability ambition and travel-program action: 86% of surveyed travel buyers said their company has published sustainability goals, but only 47% reported travel-related goals; 61% of travelers knew of company sustainability goals, but only 33% knew of travel-related ones. 59% said sustainable-travel communications happen never or rarely. The report argues that carbon reporting alone does not change booking behavior and that sustainability should be embedded into travel policy, approval, booking, communications and supplier management, focused on a few measurable priority behaviors.

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Impact and considerations

For travel buyers and TMCs, sustainability goals that are not translated into travel policy, approval rules and booking-stage guidance are unlikely to change actual choices; cost, time and convenience remain key barriers, so acceptable trade-offs must be defined.

Key points

  • BCD Travel's 2026 research: 86% of surveyed travel buyers said their company published sustainability goals, but only 47% reported travel-related goals.
  • 61% of travelers knew of company sustainability goals, but only 33% knew of travel-related ones.
  • 59% of respondents said sustainable-travel communications happen never or rarely.
  • Only 38% of surveyed travel buyers engage travelers during search and booking.
  • 31% of travelers normally lack flight-emissions information, and 37% never or rarely select the lowest-emissions flight even when data is available.
  • Travelers already act: 37% combined trips, 25% asked a local colleague to attend, and 22% took the train instead of flying.
  • The report recommends focusing on a few measurable priority behaviors and embedding sustainability into travel policy, approval, booking, communications and supplier management.
  • BCD says Tripsource can surface CO₂ information, comparisons, contextual messages and policy guidance in the booking workflow, while Advito Engage applies behavioral economics and engagement strategies.

Sources and time

Primary source
BCD Travel
Other sources
0
First source publication
17 Sept 2026, 13:15
Page published
17 Sept 2026, 13:32
Last updated
17 Sept 2026, 13:15
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