Sustainability is the deciding factor for millennials in India looking for a holiday, says a survey
Millennials prefer to travel “sustainably” during their holidays to have an enriching experience and not harm the environment in the process. This has been made possible due to the growing awareness through internet about environmental degradation and its repercussion can be seen through global warming, ozone layer depletion and ever increasing pollution. Sustainable tourism implies that neither the natural environment nor the socio-cultural fabric of tourist destinations is impacted by the arrival of tourists.
The sustainability measures are not a matter of inconvenience for the youth as many Indian travellers said in a survey that they engage in conscientious behaviour only because it adds a positive experience to their trip. On the eve of the World Environment Day, the study was released by a travel company that assesses young Indian’s demand for sustainable tourism and its perception of a Green Holiday. Thanks to growing awareness through the internet and various activations, the young Indians are in the forefront to curb their carbon footprint by opting for a sustainable holiday. The Cox & Kings’ study shows a whopping 87 per cent of the respondents feel strongly about saving the environment. The study also highlights the deciding parameters for accommodation, adventure type, the rise of voluntourism, transport and travel logistics for the young Indian travellers. It was based on the survey carried out in key cities including Delhi, Mumbai, Chennai, Kolkata, Bengaluru, Ahmedabad and Thiruvananthapuram among 5,000 youth aged between 20-35 years.
It’s not hidden that tourism’s global carbon footprint has increased, accounting for about 8 per cent of global greenhouse gas emissions, transport and food are also significant contributors. While the service providers at one end are modifying the business models to contribute positively, the travellers are becoming more conscious than ever.
Close to 72 per cent of the participants said while on a holiday in Europe, they would prefer to hire a bicycle or simply take a bus/train to explore. While there is very little that can be done to contain the greenhouse emissions by air-travel, millennials in India wish to compensate by choosing the right local travel.
Places to eat are chosen either through local or online research. A restaurant providing locally sourced food, liquids with no straws, minimal or no usage of single-use plastics top the list for about 67 per cent of the young Indian travellers.
The demand for Green Hotels and accommodation facilities is on the rise. An impressive 89 per cent of the respondents agreed to have chosen their stay post researching their sustainable practices. Be it a luxury accommodation facility or budget one, the young Indian explorer would choose the one that prioritises local community, local procurement of resources, solar power usage, waste treatment facilities and technology-intervention to minimise carbon footprints. About 59 per cent of survey participants mentioned they reused their bath towels and asked for a no-replacement from the hotel staff.
Voluntourism, an emerging trend of travel linked to doing good while on the go is also a big hit. About 92 per cent of the young Indians expressed interest in participating in plogging events, rural tours, farming trips, NGO visits, cause-based trips and sustainable treks/hikes. In short, merging altruism with travel is highly satisfying for the Indian millennials.
For many, “over tourism” is a concerning phenomenon. About 74 per cent of the respondents agreed to skip destinations that are reeling under the problem of over tourism or mass tourism. In order to minimise the pressure on local resources, the conscious Indian traveller avoids visiting the place.
While a young Indian traveller is now in the driving seat of sustainable tourism, they seem to be determined to make tourism the channel for change.