Aussies eager to pay premium for eco-friendly escapes
YouGov Survey reveals more than two in five Australians are willing to spend more to stay at an eco-friendly hotel
Australians are raising their hands and wallets in support of sustainable travel, according to the latest YouGov Survey.
The research reveals a striking revelation: more than two in five Australians (42 percent) would be willing to spend more to stay at an eco-friendly hotel.
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But Aussies aren’t alone in their green aspirations. The YouGov study, spanning 17 international markets, reveals a global thirst for eco-friendly accommodation. In the Asia-Pacific region, a hefty 55 percent of travellers are game to fork out extra for sustainability, while numbers in Europe and the Americas trail slightly behind at 41 percent and 38 percent, respectively.
Delving deeper, the survey uncovers more intriguing insights: 27 percent of respondents in the Asia-Pacific and 23 percent in Europe are prepared to pay a 10 percent premium for eco-friendly accommodation, compared to only 20 percent in the Americas.
Additionally, 28 percent of respondents in the Asia-Pacific are willing to invest more than a 10 percent premium, surpassing their European and American counterparts at 18 percent.
This eco-enthusiastic sentiment comes hot on the heels of the news that Agoda, the online travel titan, is extending its hand-in-hand partnership with the World Wide Fund for Nature (WWF) for the third consecutive year.
Under this partnership, Agoda pledges to donate USD$1 to WWF for every booking on its platform with selected properties in tourist destinations under Agoda’s Eco Deals Programme.
The contributions will support wildlife conservation efforts across eight Southeast Asian countries, providing travellers with an opportunity to contribute to environmental preservation while enjoying their vacations.
Travellers keen on aligning their holiday spending with environmental values can easily do so by booking stays at participating properties listed under Agoda’s Eco Deals section. It’s a win-win situation, offering guilt-free getaways that also benefit the planet.
While Australians rank among the top supporters of sustainable travel, they are part of a global movement with varying levels of enthusiasm. Countries such as the UAE, India, Indonesia, Hong Kong, and Mexico exhibit even higher levels of willingness to invest in green getaways.
In Australia, the 42 percent figure places the land down under in good company alongside Singapore and Spain, but trailing behind eco-champions like the UAE and India.
These eye-opening insights aren’t just static data – they’re actionable intelligence for businesses and organisations aiming to cater to the eco-conscious consumer.
These insights are available on the YouGov website.
Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 17 markets with sample sizes varying between 510 and 2,044 for each market. All surveys were conducted online during January 2024. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples.
Learn more about YouGov Surveys: Serviced.
Mandy has over 17 years of accommodation and tourism industry writing experience and is Editor of AccomNews & Resort News, Publisher of SchoolNews & Director of Multimedia Pty Ltd. She is a retired registered nurse with a 25-year NHS career that followed a few unforgettable years in hotel housekeeping.
