The Mainstreaming of Sustainability

Travel experts say that sustainable travel is still a niche movement. “Some travel companies try to

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be sustainable, while others ignore the idea, and from the traveler side, demand and awareness is soft,” said Randy Durband, the chief executive of the Global Sustainable Tourism Council, a nonprofit accreditation group for sustainable travel based in Washington.To his point, Booking.com, which describes itself as the world’s largest travel hotel booking site with a database of around a million properties, conducted a global survey last March of 10,000 travelers and found only 42 percent of those questioned considered themselves to be sustainable travelers. Sixty-five percent said they hadn’t stayed or didn’t know if they had stayed in eco-friendly accommodations. In another survey the company conducted last year of about 5,700 hotels, only around 25 percent reported that they had sustainable travel initiatives in place.Nevertheless, the travel industry and travelers have made significant progress, Costas Christ, the director of sustainability for the luxury travel network Virtuoso, said. “Back in the ’60s and ’70s, going green and caring about local cultures was thought of as being very granola.” he said, “But there is much more familiarity and interest around these topics today.”