A recent survey conducted by 1Cover Travel Insurance (1Cover) has indicated that while many Australians acknowledge the significance of sustainability, it has limited influence on their travel booking decisions.
The survey, which gathered responses from 4,300 Australians, revealed that 60% of participants consider sustainability important, yet it does not play a significant role in their travel planning.
Only 31% said they would be willing to pay more for a sustainable holiday, while 10% indicated they would prefer to save money even if it meant less environmentally friendly options.
These findings are consistent with a 2024 Booking.com survey, which highlighted that although many travellers are interested in sustainable practices, only half consider it a key factor in their travel decisions. Additionally, a notable number of respondents expressed doubts about climate change messaging and the impact of their individual actions.
Natalie Smith, head travel expert at 1Cover, commented on the disparity between consumer intentions and their actual choices, observing that although many Australians express a desire to make sustainable choices, cost and experience tend to be more influential.
“Under the current climate, consumers are primarily focused on cost and experience when it comes to travel. Travellers are interested in sustainability, but a lack of options and information are often a barrier when doing so,” she said.
Smith also noted that safety, preparedness, and a smooth travel experience are important considerations for Australian travellers.
“While cost is the deciding factor when it comes to our travel choices, a vast number of consumers are also looking to safeguard their experiences,” she said.
1Cover’s survey found that 83% of respondents purchased travel insurance, with the main concerns being medical coverage, luggage protection, and travel delays.
Another report found that Australians are also focusing on the risks associated with turbulence.
Addressing the perception that sustainable travel is more expensive, Smith said that it does not have to be.
“While it may require some planning ahead, choosing sustainable or more ethical options can be as simple as choosing public transport for instance, supporting local businesses, or opting for direct flights. Every little bit counts,” she said.
This perception brings to light recent changes in Australians’ travel habits, including ditching travel insurance amid rising costs of living.
Smith highlighted the importance of travel insurance as part of responsible travel.
“Having travel insurance can greatly mitigate one’s impact when travelling abroad. Uninsured travellers who experience major illness are a burden on foreign healthcare resources. Ensuring you are covered overseas is the first step to minimising your footprint, wherever you travel,” she said.
