The World Economic Forum’s report on sustainable travel highlights growing consumer demand for greener options, with 70% willing to pay more for low-impact products. Yet many travelers face limited visibility, trust, and accessibility in sustainable choices. The framework outlines three actions: design transparent and credible sustainable offerings, embed them seamlessly into booking and travel experiences, and build trust through certification and data transparency. Case studies show airlines, hotels, and platforms integrating green options to capture value. By aligning customer expectations with sustainability goals, the sector can drive growth while reducing environmental impact.

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