BCD Research: Sustainability Goals Fail to Shift Traveler Behavior
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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.
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- BCD Travel RSSBCD 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.