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%的旅行者認識到可持續旅行的重要性
- 新冠肺炎極大地激發了人們可持續出行的胃口
- 67.7%的旅行者願意為可持續的選擇支付更高的費用
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/--全球領先的旅遊服務提供商攜程集團-S集團今天發佈了首份《2022年可持續旅遊消費者報告》，以慶祝一年一度的世界旅遊日。
This report sheds light on the increased acceptance of sustainable travel and its implications for the travel industry and the wider world.
這份報告揭示了人們對可持續旅行的日益接受及其對旅遊業和更廣泛世界的影響。
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.
在全球範圍內，可持續旅遊作為一個概念和實踐已經從旅行者的頭腦中轉移到了決策過程中的主導地位，近80%的旅行者(78.7%)承認其重要性。
Sustainable Travel an Increasingly Accepted Idea
可持續出行--越來越被人們接受的理念
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.
基於對亞洲和亞洲11個市場的7705名受訪者的調查歐洲報告發現，旅行的影響位居旅行者越來越喜歡可持續旅行的原因之首。
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.
約50.5%的受訪者表示，他們關心旅遊對後代的影響，三分之一(26.8%)的受訪者表示，旅遊在改善旅行體驗方面發揮了作用，另有13.2%的受訪者認為旅遊是一種時尚，8.4%的受訪者承認，由於社會壓力，人們選擇了可持續旅遊。
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.
受訪者對可持續旅行的看法也不同。報告指出，越來越多的旅行者現在更全面地對待這個詞，除了通常的環境考慮因素外，還強調經濟、文化和生物多樣性方面。
The more diversified understanding of sustainable travel manifests itself through several ways that travellers consider conducive to tourist destinations.
對可持續旅行的更多樣化的理解通過旅行者認為有利於旅遊目的地的幾種方式表現出來。
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.
約30%的受訪者認識到支持當地企業和生計的好處，43%的受訪者認為尊重當地目的地的文化和遺產也是可持續旅行的一部分。
The Rising Awareness of Sustainable Travel
人們對可持續出行意識的不斷提高
The pandemic is a key driver of a stronger desire to travel sustainably because of the shift in consumer mindset and behaviour.
由於消費者心態和行為的轉變，大流行是更強烈的可持續旅行願望的關鍵驅動因素。
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.
報告指出，超過三分之二(67.8%)的受訪者認為新冠肺炎是他們選擇可持續發展選擇意願增加的催化劑。約38.3%的人表示，旅行限制增強了他們對自然的欣賞，另有30.4%的人渴望離家更近的旅行。這場流行病讓許多旅行者發現了短途旅行，並意識到它如何幫助減少他們的碳足跡。
One of the report's highlights is that it allows a glimpse into how Asian and European travellers understand and practise sustainable travel differently.
該報告的亮點之一是，它讓人們得以一窺亞洲和歐洲旅行者如何以不同的方式理解和實踐可持續旅行。
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%的歐洲受訪者表示，人們選擇可持續旅遊是因為“它很時髦”，而持這種觀點的亞洲遊客比例要小得多，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.
他們對為可持續選擇支付更高價格的態度也不同，39.1%的歐洲遊客不願為這些選項支付額外費用，相比之下，亞洲遊客的這一比例為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，儘管存在地區差異，但從報告中可以清楚地看到，越來越多的人以多種形式實踐可持續旅行。
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.
隨着可持續發展意識的增強，超過一半(59.2%)的受訪者表示傾向於為碳抵消付費，以減少旅行的影響。
A significant opportunity for OTAs
在線旅行社的重大機遇
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.
儘管可持續旅行的受歡迎程度飆升，但只有20%的受訪者表示沒有遇到任何可持續旅行的障礙，其餘的人則遇到了各種障礙。
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.
可持續備選辦法的可見性不足對更廣泛地採用這些備選辦法構成了重大障礙。旅行者將此歸咎於獲取可持續旅遊產品信息的困難，32.9%的人表示缺乏可持續的選擇，25.4%的人表示這些選項沒有明確標記。
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，超過一半的受訪者(50.7%)認為在線旅行社(OTA)應該明確標記可持續發展的選項，41.5%的人呼籲在線旅行社更容易找到這些選項，39.4%的人建議在線旅行社提供激勵措施。
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.
雖然67.7%的旅行者願意為旅行中的可持續選項支付更多費用，但他們對通常需要支付的較高成本表現出不同程度的價格敏感性，只有約10%的旅行者願意為可持續選項支付超過總價格10%的費用。
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.
在這種背景下，在線旅行社和預訂平臺有一個重要的機會來利用這一點，展示他們的可持續旅行資質，並讓自己受到志同道合的用户的喜愛。報告顯示，壓倒性的93.0%的受訪者會考慮通過提供可持續選擇的在線旅行社進行預訂。
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.
攜程集團-S集團首席執行官孫簡表示：“調查結果重申了我們的願景，即更好地教育旅行者，並提供更多、更多可靠、可持續的旅行選擇。我們的調查結果是對我們自己以及我們在旅遊領域的盟友的一聲號角。”
"In the future, we will join hands with partners, travellers and other stakeholders to venture towards a more sustainable world."
未來，我們將與合作伙伴、旅行者和其他利益相關者攜手，共同邁向一個更可持續的世界。
Read and download the "Sustainable Travel Consumer Report 2022", here Sustainability Travel Consumer Report 2022
閲讀並下載《可持續旅遊消費者報告2022》，點擊此處可持續旅遊消費者報告2022
SOURCE Trip.com Group
來源：攜程集團-S集團