Sustainability Doesn’t Sell Itself — Sell It as an Experience Instead

Skift Take Experience premiums are bankable; sustainability premiums are not. Both poll more than 70% on the question of whether they matter to travelers, but only one shows up in wallet share. Travelers will pay a premium for experiences and activities — but not when they're sold as saving the planet. Skift Research's Global Travel Insights: What's New for 2026 survey shows the pricing problem. 78% of travelers claimed sustainability will matter in their travel decisions over the next 12 months, but only 24% say they actively seek sustainable options and are willing to make trade-offs for them. 32% will pick sustainable options only if there is no additional cost or extra time taken; 12% wouldn't choose a train over a flight under any circumstances. .skift-sustainability-pref { --research-blue: #2886D0; --research-blue-3: #113A62; --skift-grey: #E9E9E9; --grey-2: #7A929D; --white: #FFFFFF; --black: #000000; --heading-font: "Aria Text G2", "Libre Caslon Text", Georgia, serif; --body-font: "Acumin Pro", Inter, system-ui, sans-serif; font-family: var(--body-font); max-width: 950px; margin: 24px auto; color: var(--black); box