A growing number of tour operators are reporting that young travellers are prioritising sustainability and consider it an important factor when choosing accommodation, modes of transport, activities, tours and food.
“Younger travellers, especially millennials and Gen-Z, often prioritise experiences over possessions, and are more likely to be concerned about unique and immersive travel experiences,” explains Darsha Soobramoney, a Contiki representative from The Travel Corporation South Africa.
According to Travel Agent Central, 50% of Gen-Z travellers are making strides to lighten their carbon footprint by choosing businesses, organisations and companies with strong green credentials and eco-friendly practices.
“Sustainability has become a key consideration for many younger travellers. They seek eco-friendly and responsible travel options. Sustainable practices in accommodation, transportation, tours, and food are increasingly important. Younger travellers prefer companies that demonstrate a commitment to environmental and social responsibility,” says Soobramoney.
Meeting market needs
A Phocuswright report published in December 2023 found that although price remained a top consideration for travel decisions, factors such as sustainability certification were prioritised by 12% of respondents; resource management by 11%; sustainable resources by 11%; and social factors by 11%, eclipsing both guest review score (9%) and loyalty programmes (5%).
To meet this demand, Contiki has introduced its MAKE TRAVEL MATTER (MTM) Experiences to offer its travellers between the ages of 18 and 35 more sustainable forms of transportation and sustainably conscious options in accommodation, local tour operators and food.
“Contiki’s MTM Experiences initiative is designed to address the impact of tourism on local communities and the environment. It reflects a commitment to sustainable and responsible travel,” elaborates Soobramoney.
“From on-trip experiences and using renewable energy across our properties to standing up for causes to keep our furry friends safe and happy, MTM is the very foundation of everything we do at Contiki.”
Furthermore, Contiki and The Travel Corporation have established a four-point Climate Action Plan with both short-term and long-term targets.
Understanding appeal
According to Contiki, one of the South African travelling market’s most popular sustainable tours is the Al Fresco Giardino e Bistro MTM Experience in Sicily.
“It is based on a charming restaurant, which is all about second chances. Before Lucia Lauro and Nadia Lodato opened the restaurant in 2018, it was an abandoned 17th-century convent. Now, it’s a space where these two women give jobs to ex-convicts from the local juvenile prison,” says Soobramoney.
The ‘Bistro of Second Chances’ is the grand finale of Contiki’s Real Sicily tour, where guests learn about the history of the bistro, meet people from the community and eat food that is locally sourced. Contiki also offers vegan and vegetarian meal options for all its tours.
The Real Sicily itinerary also includes an MTM Palmero walking tour experience, which introduces travellers to the city’s thriving culinary scene and its historic centre. Here, they can learn about the history of the Mafia in Palermo and how the civil anti-Mafia movement was formed.
As the awareness of environmental and social issues grows, the demand for sustainable travel options is expected to increase, driven by young travellers who are influencing the industry to adopt more eco-friendly and socially responsible practices.
“Younger generations are likely to play a significant role in the future of sustainable travel. Their values and preferences often drive industry changes towards more responsible and ethical practices,” concludes Soobramoney.
