According to the WTM Industry Report released on November 9, 2022, there is a growing interest in green travel from consumers. The report stated that this will drive the air travel industry’s efforts to address the climate emergency.

WTM Industry Report expects fewer flights

Reportedly, 250 executives from around the world completed a survey launched by the World Travel Market (WTM). Meanwhile, the survey asked participants to rank what changes to the travel industry would address the climate emergency. Almost half of those surveyed (48 percent) stated that the increased demand from travelers for green travel is currently the most relevant.

On top of this, around one in four participants stated they believe that fewer flights would allow the industry to make a difference. In fact, this could control what can be improved. Moreover, 15 percent of those surveyed stated fewer long-haul flights would definitely help the climate. According to the World Travel Market report, yet another 8 percent of participants say they expect fewer short-haul trips.

Meanwhile, a further 39 percent felt a change in fuel usage would be beneficial, pointing to the importance of using alternative energy across the industry. A further 21 percent of participants believe that controlling the number of tourists to a specific destination would help to address the climate emergency.

World Travel Market on demand for green travel

Speaking of the industry report, WTM Exhibition Director, Juliette Losardo said that demand for green travel is already forcing travel executives to think more of the climate emergency. She added:

Flights are not necessarily the problem, it’s the fuel used to power the flights which produce greenhouse gas emissions. We’re pleased that many of our respondents are aware that alternative fuels are in development and could make a large contribution to a greener future for aviation and for travel.

Lack of awareness of the issues

Meanwhile, the World Travel Market noted that not everyone is aware of the issues relating to climate and sustainability. Apparently, 8 percent of respondents said they don’t think the travel industry can do anything to help the climate emergency.

However, overall, the executives surveyed do believe more needs to be done to address the situation. Losardo added:

WTM London has been championing travel’s role as a force for good, and we asked this question to gauge whether the travel industry was aware of sustainability issues beyond the climate.

Overall, the responses prove that we as an industry do indeed care and are engaged across many areas of sustainability, but there are still areas where we need to improve.

Losardo further said that WTM London and their sister events will “double down on educating the industry, providing practical guides, insight and analysis for travel to become an even stronger force for global good.”

Train travel as an alternative to flying

In recent months, travelers have been encouraged to rethink the way they travel, with rail travel being promoted. Some countries, like Spain, have offered cheap or free tickets for train travelers. Other companies are promoting luxury train travel as a relaxing way to get from A to B. Meanwhile, this includes the iconic Orient Express, first built in 1883, getting a revamp. It is planned to once again launch the Orient Express in 2025.