Sustainable Travel: Americans Are Willing to Sacrifice Comfort and Money for the Planet This Year

By the Mercury Team

With climate change and environmental impact frequently in the news, more Americans are thinking about how their travel habits impact the planet. In fact, Google search volume for ‘sustainable travel’ rose 38% in the past year alone.

It’s no wonder eco-friendly travel is gaining popularity. Americans are increasingly aware of exorbitant private jet usage from celebrities and the repercussions of our emissions.

To shed light on the current state of sustainability and eco-consciousness in the U.S., we surveyed 1,000 people planning to travel in 2024. The results reveal a blend of enthusiasm and challenges when it comes to embracing sustainable travel practices.

As we dive into the findings, we’ll explore travelers’ motivations, challenges, and practices, offering insights into how sustainable travel is evolving and how individuals are navigating the issue.

Key Findings:

• Over 83% of respondents consider the environmental impact of their travel important to some degree.
• 28.7% of respondents have opted out of air travel for environmental reasons at some point, despite the majority still choosing to fly (71.3%).
• Over 60% of respondents are willing to select destinations closer to home to reduce travel emissions.
• 48.5% of respondents are willing to sacrifice comfort or convenience for environmentally friendly travel options. Similarly, 49.9% are willing to pay more for such options.
• 23.8% of respondents believe there should be a climate tax for frequent fliers.
• 39.4% of respondents would be more likely to engage in sustainable travel practices if celebrities and public figures reduced their use of private jets.

Eco-friendly travel is at the top of many minds in 2024.

Move over Reduce, Reuse, and Recycle: Americans may be adopting Rethink, Refrain, and Replan. As sustainable travel awareness grows, over 83% of respondents say the environmental impact of their travel is important to them, with 33.7% stating it’s ‘very’ important.

However, the level of commitment to eco-friendly travel varies. When asked whether they engage in some form of sustainable travel practices (for example, choosing eco-friendly transportation or accommodations), over 80% of respondents said they do to some extent. A mere 19% don’t participate in any eco-friendly travel practices.

What is MOST important to you when planning travel?

Despite environmental considerations being a lower priority when planning trips, 61.6% of respondents have noticed a growing emphasis on travel’s environmental impact in recent years, suggesting that more people might adopt sustainable practices in the future.

Some travelers are opting out of flying due to environmental concerns.

Our findings also revealed that many travelers are rethinking their flying habits due to environmental concerns. According to our survey, 28.7% of respondents have chosen not to fly at some point for ecological reasons. However, the majority (71.3%) still opt to take flights regardless.

According to Our World in Data, domestic flights are the most carbon-intensive form of transportation, surpassing gas and diesel cars. Reflecting this awareness, 60% of our survey respondents indicated they would choose destinations closer to home to reduce travel emissions—although 39.8% wouldn’t consider it.

Many Americans are willing to sacrifice comfort, money to reduce their carbon footprint during future travel.

Eco-friendly travel comes with its challenges and costs. Sustainable travel often requires making trade-offs between comfort, convenience, and expense. For instance, opting for a slower, less direct train route over a quick flight can significantly reduce carbon emissions, but it may take longer and be less convenient.

Would you be willing to sacrifice comfort or convenience in exchange for a more environmentally friendly travel option?

Additionally, half of respondents are willing to pay more for environmentally friendly travel options, while the other 50% still prefer to avoid incurring extra costs.

For instance, opting for eco-friendly hotels that use renewable energy sources and offer organic food options can often be more expensive than standard hotels. Similarly, choosing electric or hybrid rental cars over traditional gas vehicles usually comes with a higher rental fee.

Some Americans are casting judgment on celebs and frequent leisure flyers—and believe they should pay for it.

In recent years, celebrity jet use has become a hot topic in the media, with high-profile figures like Taylor Swift often under scrutiny. The public is increasingly expressing frustration over celebrities’ frequent use of private jets, revealing growing concerns over excessive carbon emissions.

Celebrity jet usage may be leading to climate burnout. A large portion of people (39.4%) agreed they’d be more likely to adopt sustainable travel practices if celebrities and public figures reduced their private jet usage.

Have you ever felt pressured to choose a certain mode of transportation based on societal expectations or environmental concerns?

Interestingly, 30% of respondents judge frequent flyers at least sometimes, indicating a significant portion of the population is concerned about the frequent use of air travel.

Opinions are divided on whether a climate tax for frequent flyers is necessary. According to our survey, 45.4% of respondents oppose the idea of a climate tax, 23.8% support it, and 30.8% are unsure.

Barriers to sustainable travel and emphasis on other eco-friendly practices are leading some to opt-out.

While the desire to travel sustainably is growing, many face barriers that make it challenging to implement eco-friendly travel practices.

Of the following statements, what is your biggest challenge to traveling sustainably?

Despite these barriers, there is a notable divide in opinions on the availability of sustainable travel options. While a majority (62.3%) believe there are enough sustainable options for lodging, cars, and flights, a significant minority (37.7%) feel otherwise, indicating a perception gap that might be influenced by varying access and awareness levels.

In light of these challenges, many people are turning their focus to other eco-friendly practices. Here’s how respondents rank their efforts to reduce their carbon footprint in areas other than travel:

• Waste reduction and recycling (68.8%)
• Energy use at home, such as reducing electricity consumption and using renewable energy (62.8%)
• Transportation, including driving less, using public transit, and biking (41%)
• Diet and food choices, such as eating less meat and choosing locally sourced, sustainable options (30.9%)
• Supporting sustainable businesses and products (30.9%)
• Travel habits, including flying less and choosing eco-friendly accommodations (26.9%)

If you’re planning an eco-friendly vacation, reliable and affordable auto insurance can make car travel a more attractive and practical choice. Mercury Insurance offers comprehensive, budget-friendly auto insurance options to help you embark on your environmentally conscious journeys with peace of mind.

Methodology

To gain insights into the travel preferences and priorities of Americans in 2024, we conducted a comprehensive survey in May 2024 involving 1,000 individuals planning to travel this year.