Study shows that people should be treated like adults over their sustainability choices.
getty“Tourism has long been seen as a way to escape, explore, and connect with the world,” Xavier Font, professor of sustainability marketing at the University of Surrey, told me in an interview. “But there’s a growing contradiction at its core: while travelers marvel at pristine coastlines, ancient glaciers, and untouched wilderness, the very act of traveling is helping to destroy those same wonders. The industry is responsible for nearly 9% of global greenhouse gas emissions, with accommodation alone accounting for more than 6%.”
Font stresses this isn’t a side issue but one that’s “central to the climate crisis.”
And yet, he adds, “the tourism sector continues to act like sustainability is a nice-to-have rather than a non-negotiable. It’s not enough to install energy-efficient lightbulbs or ask guests to reuse towels. These gestures, while helpful, are superficial without meaningful behavioral engagement from travelers themselves. Many guests unknowingly undermine green initiatives—leaving lights on, wasting water, or ignoring recycling bins—not because they don’t care, but because the messaging isn’t connecting.”
Professor Font, University of Surrey, U.K.
University of SurreyBehavioral science—and some significant nudging—can move the needle. Font and colleagues have conducted research in partnership with Booking.com and the hospitality company Accor to shed light on how accommodation providers can shift attitudes.
“[Our] study shows that smart, psychologically grounded messaging can influence guests to adopt more sustainable habits,” says Font. “Emotionally resonant communication that explains why sustainability matters, and how guests can play a role, is far more effective than vague instructions or guilt-laden commands.”
“People are eager to be part of the solution. They need to be spoken to like adults, not lectured like children. Empowerment works. Transparency builds trust. Drawing parallels with what people already do at home can make sustainable choices feel second nature, not like a sacrifice."
“If the tourism industry wants to survive the coming decades—not just environmentally, but reputationally—it must stop treating sustainability as an afterthought,” concludes Font. “This is a moment to lead, not lag. Guests are ready. It’s time the [tourism] industry caught up.”
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