Sustainable Travel Consumer Report From Trip.com Group Reveals Deeper Understanding of the Sustainable Trip, Identifies Opportunities for Travel Industry
Sustainable Travel Consumer Report From Trip.com Group Reveals Deeper Understanding of the Sustainable Trip, Identifies Opportunities for Travel Industry
- 8 in 10 travellers recognise the importance of sustainable travel
- COVID-19 greatly fueled people's appetite to travel sustainably
- 67.7% of travellers are open to paying more for sustainable options
- 80%的旅行者认识到可持续旅行的重要性
- 新冠肺炎极大地激发了人们可持续出行的胃口
- 67.7%的旅行者愿意为可持续的选择支付更高的费用
SHANGHAI, Sept. 26, 2022 /PRNewswire/ -- Trip.com Group, a leading global travel service provider, today released its inaugural "Sustainable Travel Consumer Report 2022", celebrating the annual World Tourism Day.
上海，9月2022年26日/美通社/--全球领先的旅游服务提供商携程集团-S集团今天发布了首份《2022年可持续旅游消费者报告》，以庆祝一年一度的世界旅游日。
This report sheds light on the increased acceptance of sustainable travel and its implications for the travel industry and the wider world.
这份报告揭示了人们对可持续旅行的日益接受及其对旅游业和更广泛世界的影响。
Across the globe, sustainable travel as a concept and practice has moved from the back of travellers' minds to claim a dominant position in the decision-making process, with close to eight in 10 travellers (78.7%) acknowledging its importance.
在全球范围内，可持续旅游作为一个概念和实践已经从旅行者的头脑中转移到了决策过程中的主导地位，近80%的旅行者(78.7%)承认其重要性。
Sustainable Travel an Increasingly Accepted Idea
可持续出行--越来越被人们接受的理念
Based on a survey of 7,705 respondents across 11 markets in Asia and Europe, the report finds that the impact of travel has topped the list of reasons why travellers are increasingly drawn to sustainable travel.
基于对亚洲和亚洲11个市场的7705名受访者的调查欧洲报告发现，旅行的影响位居旅行者越来越喜欢可持续旅行的原因之首。
Some 50.5% of respondents said they care about the impact of travel on future generations, a third (26.8%) cited its role in improving the travel experience, another 13.2% perceived it as trendy, and 8.4% admitted people opted for sustainable travel due to societal pressure.
约50.5%的受访者表示，他们关心旅游对后代的影响，三分之一(26.8%)的受访者表示，旅游在改善旅行体验方面发挥了作用，另有13.2%的受访者认为旅游是一种时尚，8.4%的受访者承认，由于社会压力，人们选择了可持续旅游。
Perception of sustainable travel also varies among the respondents. The report indicates a growing proportion of travellers now approach the term more holistically, emphasising the economic, cultural and biodiversity aspects in addition to the usual environmental considerations.
受访者对可持续旅行的看法也不同。报告指出，越来越多的旅行者现在更全面地对待这个词，除了通常的环境考虑因素外，还强调经济、文化和生物多样性方面。
The more diversified understanding of sustainable travel manifests itself through several ways that travellers consider conducive to tourist destinations.
对可持续旅行的更多样化的理解通过旅行者认为有利于旅游目的地的几种方式表现出来。
About 30% of respondents recognise the benefit of supporting local businesses and livelihoods, and a striking 43% believe respecting the culture and heritage of local destinations is also part and parcel of sustainable travel.
约30%的受访者认识到支持当地企业和生计的好处，43%的受访者认为尊重当地目的地的文化和遗产也是可持续旅行的一部分。
The Rising Awareness of Sustainable Travel
人们对可持续出行意识的不断提高
The pandemic is a key driver of a stronger desire to travel sustainably because of the shift in consumer mindset and behaviour.
由于消费者心态和行为的转变，大流行是更强烈的可持续旅行愿望的关键驱动因素。
The report points out that over two-thirds (67.8%) of respondents named COVID-19 as a catalyst for their increased appetite to choose sustainable options. About 38.3% said travel restrictions enhanced their appreciation for nature, and another 30.4% yearned to travel closer to home. The pandemic has led many travellers to discover short-haul journeys and realises how it can help reduce their carbon footprint.
报告指出，超过三分之二(67.8%)的受访者认为新冠肺炎是他们选择可持续发展选择意愿增加的催化剂。约38.3%的人表示，旅行限制增强了他们对自然的欣赏，另有30.4%的人渴望离家更近的旅行。这场流行病让许多旅行者发现了短途旅行，并意识到它如何帮助减少他们的碳足迹。
One of the report's highlights is that it allows a glimpse into how Asian and European travellers understand and practise sustainable travel differently.
该报告的亮点之一是，它让人们得以一窥亚洲和欧洲旅行者如何以不同的方式理解和实践可持续旅行。
Notably, 21.3% of Europe-based respondents stated that people opt for sustainable travel because "it is trendy", while the portion of Asian travellers who took this view is much smaller, at 7.1%.
值得注意的是，21.3%的欧洲受访者表示，人们选择可持续旅游是因为“它很时髦”，而持这种观点的亚洲游客比例要小得多，只有7.1%。
They also differed in their attitudes towards paying a higher price for sustainable options, with 39.1% of European travellers reluctant to pay extra for them, compared to 29.5% among their Asian counterparts.
他们对为可持续选择支付更高价格的态度也不同，39.1%的欧洲游客不愿为这些选项支付额外费用，相比之下，亚洲游客的这一比例为29.5%。
Despite the regional disparities, however, it's clear from the report that more and more people have practised sustainable travel in multiple forms.
然而，尽管存在地区差异，但从报告中可以清楚地看到，越来越多的人以多种形式实践可持续旅行。
Amid heightened sustainability awareness, more than half (59.2%) of respondents demonstrate a tendency to pay for carbon offsetting to reduce the impact of their travel.
随着可持续发展意识的增强，超过一半(59.2%)的受访者表示倾向于为碳抵消付费，以减少旅行的影响。
A significant opportunity for OTAs
在线旅行社的重大机遇
Notwithstanding a spike in the popularity of sustainable travel, only 20% of respondents didn't report any barrier to sustainable travel, while the rest encountered various obstacles.
尽管可持续旅行的受欢迎程度飙升，但只有20%的受访者表示没有遇到任何可持续旅行的障碍，其余的人则遇到了各种障碍。
Inadequate visibility of sustainable options poses a significant barrier to their wider adoption. Travellers blame this on the difficulty of accessing information about sustainable travel products, with 32.9% stating there is a lack of sustainable options and 25.4% saying these are not clearly marked.
可持续备选办法的可见性不足对更广泛地采用这些备选办法构成了重大障碍。旅行者将此归咎于获取可持续旅游产品信息的困难，32.9%的人表示缺乏可持续的选择，25.4%的人表示这些选项没有明确标记。
Accordingly, a little over half of them (50.7%) believed Online Travel Agencies (OTAs) should clearly label sustainable options, followed by 41.5% who called upon OTAs to make it easier to find these options, and 39.4% who suggested OTAs offer incentives.
因此，超过一半的受访者(50.7%)认为在线旅行社(OTA)应该明确标记可持续发展的选项，41.5%的人呼吁在线旅行社更容易找到这些选项，39.4%的人建议在线旅行社提供激励措施。
While 67.7% of travellers are open to paying more to include sustainable options in their trips, they display varying levels of price sensitivity to the higher costs it usually entails, with only around 10% of them would be willing to pay over 10% of the total price for a sustainable option.
虽然67.7%的旅行者愿意为旅行中的可持续选项支付更多费用，但他们对通常需要支付的较高成本表现出不同程度的价格敏感性，只有约10%的旅行者愿意为可持续选项支付超过总价格10%的费用。
Against this backdrop, online travel agencies and booking platforms have a significant opportunity to tap into this by showcasing their sustainable travel credentials and endearing themselves to like-minded users. The report shows that an overwhelming 93.0% of respondents would consider booking via OTAs that provide sustainable options.
在这种背景下，在线旅行社和预订平台有一个重要的机会来利用这一点，展示他们的可持续旅行资质，并让自己受到志同道合的用户的喜爱。报告显示，压倒性的93.0%的受访者会考虑通过提供可持续选择的在线旅行社进行预订。
Jane Sun, CEO of Trip.com Group, said: "The results reaffirm our vision to educate travellers better and provide a greater volume and variety of reliable, sustainable travel options. Our findings are a clarion call to ourselves as to our allies in the travel sector.
携程集团-S集团首席执行官孙简表示：“调查结果重申了我们的愿景，即更好地教育旅行者，并提供更多、更多可靠、可持续的旅行选择。我们的调查结果是对我们自己以及我们在旅游领域的盟友的一声号角。”
"In the future, we will join hands with partners, travellers and other stakeholders to venture towards a more sustainable world."
未来，我们将与合作伙伴、旅行者和其他利益相关者携手，共同迈向一个更可持续的世界。
Read and download the "Sustainable Travel Consumer Report 2022", here Sustainability Travel Consumer Report 2022
阅读并下载《可持续旅游消费者报告2022》，点击此处可持续旅游消费者报告2022
SOURCE Trip.com Group
来源：携程集团-S集团