With the environment top of mind for a growing number of consumers, many are looking to book more eco-friendly trips.

This is especially true in the Asia Pacific region, where 95% of consumers indicated interest in sustainable travel options – higher than the 90% global average. 

A recent sustainable travel report from Expedia Group Media Solutions also reveals that money isn’t an issue when it comes to sustainability.

100% of APAC consumers are willing to pay more for sustainable travel. Notably, Indian and Chinese consumers are willing to pay 40% more to ensure their travel is sustainable.

Convenience and comfort rank below sustainability in importance for APAC consumers, with 96% willing to make sacrifices for sustainable travel, higher than both the Americas and Europe. Specifically, Australian and Japanese consumers are more likely to sacrifice the time it takes to travel to a destination than other factors.

And while the meaning of sustainability differs across the APAC region, supporting local economies, supporting local cultures and communities, and lessening environmental impact are considered aspects of sustainable travel, according to about 70% of respondents. 

But what types of sustainable travel locations are they looking for? Chinese and Indian consumers are looking for sustainable travel options in major cities, while Australian and Japanese consumers are looking for smaller or lesser-known destinations.

Download the study here