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How Behavioural Science Can Shift Travelers Toward More Sustainable Choices
As the tourism industry continues to grow, it is crucial that it also takes a sustainable approach to ensure its survival in the coming decades. According to Xavier Font, professor of sustainability marketing at the University of Surrey, installing energy-efficient lightbulbs or asking guests to reuse towels are not enough; these gestures must be accompanied by meaningful behavioral engagement from travelers themselves.
Research conducted by Font and his colleagues in partnership with Booking.com and Accor has shed new light on how accommodation providers can influence guests’ attitudes. The study suggests that smart, psychologically grounded messaging can shift people’s willingness to adopt more sustainable habits. This approach is far more effective than vague instructions or guilt-laden commands, as it explains why sustainability matters and how guests can contribute.
Font emphasizes that the tourism industry must stop treating sustainability as an afterthought and start engaging with travelers like adults rather than children. Empowerment works better than lecturing, he argues. Transparency builds trust, and drawing parallels between what people do at home can make sustainable choices feel natural, not like a sacrifice.
This behavioral shift is crucial, as the tourism industry is responsible for nearly 9% of global greenhouse gas emissions, with accommodation accounting for over 6%. Font notes that this contradiction is central to the climate crisis. While some guests may unknowingly undermine green initiatives due to lack of awareness or understanding, others are eager to be part of the solution.
Professor Font’s research highlights the importance of addressing travelers’ emotions and values rather than just their intellects. By appealing to these emotional aspects, it is possible to inspire positive behavior change. In contrast, simplistic advice such as “turn off the lights” may not have a lasting impact.
To achieve this behavioral shift, accommodation providers should adopt clear, emotionally resonant communication that speaks directly to travelers’ values and emotions. This messaging must convey the importance of sustainability in a way that is both compelling and accessible. Furthermore, Font suggests that drawing parallels between everyday actions at home can make sustainable choices feel more intuitive and achievable.
By adopting these strategies, the tourism industry can empower guests to become part of the solution rather than perpetuating the problem.
Source: https://www.forbes.com/sites/carltonreid/2025/04/30/how-behavioural-science-can-shift-travelers-toward-more-sustainable-choices/
