A survey by Travel Counsellors of 500 UK consumers has found 79% look for sustainable credentials when booking holidays.
Travellers are considering the environmental impact of their trip and also the implications their trip will have on local economies, cultures and the natural heritage of the destination.
With nearly half of the people surveyed travelling two to three times a year, over 60% of respondents believe the responsibility should be on travel companies and hotels to support sustainable tourism, with 72% agreeing that travel companies could be better in promoting the right sustainable products.
Steve Byrne, CEO of Travel Counsellors, said: "Whilst consumer demand for responsible travel options is becoming more and more tangible, travel companies must apply ongoing efforts to meet and exceed these expectations."
The survey also found 94% of travellers want to learn more about how tourism supports local people and the economy.
"Education and knowledge sharing plays a vital part in travellers increasing interest and appetite for sustainable experiences, and travel companies can and should adopt a key role in supporting customers to make the best choices," said Byrne.
"We support 1,800 Travel Counsellors to understand their role in consumer buying decisions, and their responsibility to facilitate informed choices, by delivering online training modules and webinars on sustainable travel and responsible tourism."
