A majority of travelers in the U.S. spend more money per trip, travel more frequently and stay longer when destinations and travel companies clearly share their sustainable practices. Sustainable travelers are extremely valuable to the financial success of the tourism industry, they:

  • Spend more (on average $600 more per trip), stay longer (7 days compared to 4) and bring higher benefits to local communities including job creation, giving-back and volunteering
  • Use knowledge about sustainable practices at the destination as a "key factor in their decision" to visit a destination (53%)
  • Are much more likely to consider destinations where there is a strong effort to conserve and protect natural resources (75%)
  • Purchased from travel companies because they believe they offer fair wages to their employees and invest in employees (40%)
  • Purchased something from a travel company because:
    • They offered experiences that reflect the unique character of the destination (57%) 
    • Educated customers about those unique features (54%)
    • Provided primarily locally made or sourced products (54%) 

A large majority of respondents believe "sustainable tourism" means respecting and enhancing local community, helping to conserve heritage, nature and wildlife, minimizing damage, waste and all types of pollution as a result of their travel. The market is significant:  60% percent of U.S. travelers (105.3 million) have taken a “sustainable” trip in the last 3 years.