81% of adults would like to stay in a sustainable resort; five years ago, only 62% of respondents said they would
RX Global, one of the organisers of Arabian Travel Market (ATM), has revealed that 2022 will see a rise in brand-conscious travel.
Arabian Travel Market exhibition director ME Danielle Curtis said: “The feedback we received has enabled us to identify a particular profile of traveller that now actively looks for ethical brands to follow and wants to see tangible evidence of that brand practicing what it claims to be. This potential vertical shows a combination of characteristics attributed to outdoor adventurers, wellness, eco-tourists, digital nomads on ‘workcations’, experiential tourists and socially aware travellers.
“Naturally we will be showcasing this emerging trend during our 2022 hybrid event, which takes place live and in-person at the Dubai World Trade Centre from 8 to 11 May 2022, with a virtual edition on 17 and 18 May 2022. Our conference programme for ATM 2022 is still being created, but already we have sessions that will address the challenges facing airlines, hotels and other destinations, such as health and safety, technology and equity in health, education and economic opportunity.”
According to market data on Statista, 81% of 29,349 adults surveyed earlier this year, across 30 countries confirmed that they would like to stay in a sustainable resort, at least once in the 12 months ahead. Five years ago, only 62% of respondents made the same claim.
In addition, research by Google found that the search term “green hotel” had increased fourfold over the past 18 months. As a result, Google has introduced a green eco-emblem that will appear next to compliant hotels during a search.
In order to qualify, hotels must have their achievements audited by a credible third-party. “This will provide more transparency for potential guests and help to reward hotels with genuine environmental achievements,” said Curtis.
For more information, visit www.wtm.com/atm