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Accor on Sustainability: Engaging Travellers to Embrace More Sustainable Behaviours. Insights and Strategies from Accor, Booking.com, and the University of Surrey

What motivates travellers to adopt sustainable behaviours? A new report co-produced by Accor, Booking.com and the University of Surrey delves into this question through an in-depth study. It includes 24 traveller interviews, the journey analysis of 22 additional travellers and rigorous lab-based behavioural research with 67 participants.

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Accor

Engaging Travellers in Sustainable Practices: Insights from Accor, Booking.com, and the University of Surrey

Sustainable travel is no longer a niche concern but a mainstream priority for today’s travellers. A recent study conducted by Accor, Booking.com, and the University of Surrey has provided groundbreaking insights into how hospitality providers can effectively communicate their sustainability efforts to guests. By leveraging cutting-edge technologies, including eye tracking, galvanic skin response analysis, and facial recognition software, the study uncovered key strategies for encouraging more responsible travel behaviours.

Read the report in full here. 

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Source: Accor

A Collaborative Effort for Change

As part of this initiative, Jordane de Villaret, VP of Sustainability Marketing & Communication at Accor, emphasized the project’s purpose:

“Our partnership with Booking.com and the University of Surrey aims to equip marketing and communication experts with actionable insights that truly engage guests in our hotels’ impact journey. By sharing this work openly, we hope to inspire both global brands and independent properties to craft compelling narratives that empower guests to be part of the change.”

With 83% of travellers viewing sustainable travel as important and 67% reporting they feel more inclined to adopt responsible practices when they see them in action, the hospitality sector has a unique opportunity to drive positive behavioural shifts. However, one of the primary challenges remains: how to communicate sustainability efforts in a way that is engaging, persuasive, and impactful.

The research findings are compiled in the report titled Engaging Travellers to Embrace More Sustainable Behaviours, which serves as a valuable resource for hospitality professionals. The report outlines four key strategies to effectively communicate sustainability efforts and influence guest behaviour.

Key Strategies for Effective Sustainability Communication

1. Highlight Sustainability Practices Clearly and Encourage Guest Participation

One of the biggest barriers to guest engagement in sustainability efforts is vague or overly broad messaging. The research shows that:

• Clear, specific communication around sustainable practices prevents scepticism.

• Showcasing tangible, credible actions—such as energy conservation or waste reduction—enhances trust.

• Evidence-based data from trusted sources, paired with actionable steps, empowers guests to make informed decisions.

• Providing credible third-party certifications reassures travellers of the legitimacy of sustainability claims.

By making sustainability efforts more transparent and demonstrating how guests can contribute, hotels can inspire greater participation and positive impact.

2. Balance Appeal to Pleasure and Comfort

Sustainability is sometimes perceived as restrictive or less enjoyable, which can deter guests from embracing eco-friendly practices. The research found that framing sustainability in a way that highlights comfort and pleasure significantly enhances guest satisfaction:

• Messaging emphasizing comfort led to a 145% increase in guest satisfaction.

• Messaging focused on pleasure resulted in a 475% increase in positive emotions, but also led to increased scepticism if overused.

• Promoting sustainable experiences such as scenic train rides or locally sourced culinary experiences reassures guests they can enjoy their stay without sacrificing enjoyment.

• Comfort messaging reassures guests and makes them more receptive to sustainability efforts.

By aligning sustainability messaging with comfort and positive experiences, hotels can make responsible choices more appealing.

3. Empower Guests, Don’t Dictate

Guests respond better to informative and empowering messages rather than direct orders. The study highlights that:

• 55% of guests were sceptical of directives like “limit your water use.”

• 70% of guests felt a hotel was more responsible when given empowering sustainability messages.

• Messages that tell guests what they “must” do can backfire, making them feel restricted rather than engaged.

• Instead of imposing restrictions, hospitality providers should offer guidance and resources that help guests make informed decisions—such as sharing local transit options or eco-friendly dining recommendations.

This fosters a sense of autonomy and encourages guests to align their choices with their values.

4. Encourage Guests to Maintain Sustainable Habits While Travelling

Many travellers seek to maintain their sustainable habits while on the road. The research reveals that:

• Messaging that evokes feelings of “home” enhances trust and familiarity.

• This approach halved scepticism and doubled perceptions of a hotel’s responsibility.

• Guests prefer to continue their sustainable habits while traveling, but often face barriers due to hotel policies.

• Helping guests feel “at home” in their sustainable choices makes responsible actions feel natural.

By fostering a welcoming, home-like environment and providing resources that support responsible behaviour, hotels can create a more sustainable and engaging guest experience.

Key Takeaways from the Report

• Small nudges in guest behaviour can lead to big sustainability impacts – simple actions like real-time shower duration feedback reduced water usage by 9.5 litres per shower.

• Sustainability messaging must be specific and action-oriented – vague terms lead to scepticism, while clear communication enhances trust.

• Encouraging guests rather than directing them enhances effectiveness – authoritative messaging discourages engagement, while empowering messages foster cooperation.

• Sustainability should enhance, not hinder, guest experience – balancing pleasure and comfort in messaging makes responsible travel feel effortless.

• Guests want to continue their sustainable habits while travelling – hotels should facilitate this by making responsible actions seamless and familiar.

A Shared Commitment to a Sustainable Future

The findings from this study represent a significant step forward in understanding how to engage travellers in sustainable practices. By implementing these strategies, hospitality providers can not only contribute to environmental conservation but also enhance guest satisfaction and brand loyalty.

With a shared commitment to sustainability, Accor, Booking.com, and the University of Surrey have provided a valuable resource that aims to inspire the entire hospitality industry. As more hotels and travel brands embrace these insights, they can help shape a future where sustainable travel is not just an option but a standard expectation.

Source: Accor