Cost and quality gets priority over sustainability, 50% travellers give importance to cost: WTTC

WTTC recently unveiled a report highlighting the gap between travellers’ desire for sustainability and their actual behaviour. According to the report, cost and quality remain top priorities, with over 50% prioritising cost. Julia Simpson, WTTC President & CEO, stated, “Travellers care about sustainability, but cost and quality are king. Businesses must offer affordable sustainable options to inspire change.”