Trip.com Group introduces sustainability tool amid shift in traveler preferences
A new study from Trip.com Group indicates that while 75% of travelers prioritize sustainability, price and convenience remain primary barriers to adoption.
Trip.com Group’s 2026 Sustainable Travel Consumer Report highlights a significant gap between environmental intent and booking behavior. While approximately 56.8% of travelers state they intentionally seek sustainable travel options, the report identifies price sensitivity and a lack of clear, actionable information as the main obstacles preventing wider adoption.
To address these concerns, the company has launched My Travel Impact, a digital feature aimed at helping travelers identify and book certified sustainable hotel properties. By integrating sustainability criteria directly into the user interface, the platform aims to streamline the decision-making process for environmentally conscious travelers.
The travel industry is increasingly focusing on bridging the 'intention-action gap' as consumers demand more transparency. By providing verified data on environmental performance, Trip.com seeks to convert traveler interest into measurable impact within its booking ecosystem.