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87% of Indians want sustainable travel: Agoda survey


As Indian travellers embark on new journeys, they are increasingly conscious of the potential impact of their travel choices. According to a survey conducted by digital travel platform Agoda, 87% of Indian travellers express concern about sustainable travel practices. Respondents highlighted that financial incentives, the availability of sustainable travel packages, and clearer guidance on sustainable travel practices could motivate them to make more sustainable choices on their upcoming trips.

The survey, conducted on Agoda’s platform with over ten thousand respondents from ten markets across Asia, revealed that nearly 8 in 10 travelers are willing to make more sustainable travel choices. Among them, 18% indicated their commitment to always ensuring they travel sustainably. However, 22% of travelers admit to rarely considering sustainability in their travel decisions, with Japanese travelers showing the least concern (45%), contrasting with only 8% of travellers from the Philippines.

Financial incentives emerged as a key factor in encouraging more sustainable choices, with 45% of respondents across all markets expressing interest in incentives such as discounts. This sentiment was particularly strong in countries like Singapore (58%), Taiwan (54%), and Indonesia (47%). In India, 41% of travellers opted for incentives or discounts as a primary driver for sustainable travel.

The availability of sustainable travel packages ranked second, appealing to travellers interested in activities like guided conservation hikes and supporting local initiatives. Clear guidelines on sustainable travel practices, education and awareness on environmental impact, and relevant sustainability policies from local governments completed the top five factors motivating sustainable travel choices.

Enric Casals, Associate Vice President, Agoda, emphasized the growing desire among travellers to make sustainable choices and introduced Agoda’s Eco Deals Program, offering value deals on selected properties. For every booking made through the program, Agoda donates one US dollar to local conservation projects of the World Wildlife Fund for Nature (WWF), aiming for a total donation target of up to one million US dollars.

When asked about sustainable travel practices prioritises by Indian travellers, supporting local communities and conservation projects emerged as the top choice, selected by 29% of respondents. Similar sentiments were echoed across Asia, with over a quarter (26%) of respondents on average choosing this practice.

Additionally, recycling and waste reduction, opting for more sustainable transportation, and participating in conservation-focused activities and tours were identified as key sustainable practices prioritised by travellers across Asia.

Since its launch on World Wildlife Day in 2024, Agoda’s Eco Deals program allows travelers to book sustainable travel options in Southeast Asia, with one dollar donated to WWF conservation projects for every booking. Travelers can also enjoy discounts of up to 15%. More information about the program is available on

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