Responsible travel is an emerging sector and is at a stage where many consumers are aware that they need to do something but few are currently translating this into actions. This may be due to consumer apathy or because of confusion around the plethora of green accreditations that exist. What is important, however, is how the travel sector embraces this trend and moves it forward. Could this be an opportunity for the travel sector to finally move away from the downward spiral of cost-cutting we have seen over the past few years?

This report looks into responsible travel in more detail – what does this term actually mean, and what does this sector look like today from both the consumers’ and the travel industry’s perspective. By analysing the market as a whole and understanding the gaps between consumer perception and reality it has been possible to pull together useful insights into responsible travel that will help to guide the travel industry in the future.