Skift Take
Although some travelers are committed to making their trips greener, the travel industry has struggled to take advantage of that desire due to its inability to provide more affordable and practical sustainable trip options.
Most U.S. travelers are interested in going on more environmentally friendly forms of travel, but they're largely finding it challenging to do so.
Although a recent survey by The Vacationer revealed that roughly 74 percent of American adult respondents intend to make greener travel decisions, a far fewer percentage are shelling out money to do so. Along the same lines, Skift Research found in its December 2022 U.S. Travel Tracker survey that only 23 percent of travelers paid extra for a more sustainable travel option in the past 12 months.<