Skift study: 77% of travelers believe travel should benefit communities and the environment
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On October 20, 2026, Skift released a study of 74,000 travel consumers across the world's top 40 outbound markets, showing that 77% of respondents believe travel should benefit communities and the environment, and 24% actively seek sustainable options and accept trade-offs. The report also reviewed that in a 2021 Skift/EarthCheck survey across 11 markets, 62% of travelers actively sought responsible operators, one-third were willing to pay more than 10% extra for green certification, and the proportion of Saudi and Chinese travelers was close to 80%.
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- Skift FeedSkift Research: Sustainable Travelers Are More Mainstream Than the Industry Imagines
Skift research covering 74,000 travel consumers across the world's top 40 outbound markets shows that 77% believe travel should benefit communities and the environment, and 24% actively seek sustainable options and accept trade-offs. In a 2021 Skift/EarthCheck survey across 11 markets, 62% of travelers actively sought responsible operators, one-third were willing to pay more than 10% extra for green certification, and the proportions of Saudi and Chinese travelers were close to 80%.