The data clearly shows that travellers want to travel sustainably and they are expecting tourism providers to make it easy for them
As the world becomes more environmentally conscious, more and more people are looking for sustainable vacation rentals when they travel. Sustainability in the short term rental industry has become increasingly important, and many travellers are now looking for properties that have been certified as sustainable. In this article, we will discuss the reasons why you should consider getting a sustainability accreditation for your vacation rental property in 2024. We will also provide some statistics on the benefits of having a sustainable vacation rental, including increased bookings and higher rates.
75% of global travellers say that they want to travel more sustainably over the next 12 months
In recent years, the travel industry has seen a significant shift towards sustainability. Travellers are increasingly looking for environmentally-friendly options when planning their vacations, and the short-term rental market is no exception.
A survey conducted by Booking.com in 2024 shows that 75% of travellers want to travel more sustainably during the next 12 months. This growing trend towards eco-friendly travel is driven by a number of factors, including increasing awareness of the impact of tourism on the environment and a growing number of travellers who prioritise sustainable options when making travel plans.
This growing demand for sustainable accommodation is having a major impact on the vacation rental market. Property owners and operators who start to create more sustainable vacation rentals now can reap the future rewards with increased bookings and higher rates for their properties.
43% feel guilty when they make less sustainable travel choices
One of the most compelling reasons for property owners and managers to consider getting a sustainability certification for their vacation rental is the fact that it can help to attract more bookings. Booking.com “Sustainable Travel Report” (2024) found that nearly half of travellers (43%) feel guilty when they make less sustainable choices. Furthermore, 32% will make sustainable travel choices because they believe it is the right thing to do.
This highlights the importance of being able to communicate the sustainable practices that a property has in place. Having a certification like Sustonica’s makes it easy for travellers to identify a sustainable vacation rental.
Some other interesting stats relate to how travellers feel when they make sustainable choices. As we have said, they know it is the right thing to do but they also feel that it adds value to their trips. Thus, 62% recognise that they are the best version of themselves when they travel more sustainably. They achieve this through actions like taking part in local and cultural experiences as well as shopping at small, independent shops. This respect for the local community is a key issue for the STR industry right now. Adopting this approach within destinations is part of being a sustainable vacation rental and will gain you many points in the Sustonica Criteria. Simple actions like highlighting local retailers, eateries and experiences in your digital guide book will create the authentic experiences that guests crave.
Sustainable listings achieve a 9% average booking increase
Another key benefit of sustainable certification for vacation rental properties is that it can help to increase visibility and bookings. As the offer of sustainable accommodation continues to increase, we are able to find more data about bookings.
Digitrips is the company behind the French B2B travel platforms, MisterFly and HResa. It has recently introduced an ‘eco-certified accommodation’ filter to its flight booking engine. This new feature means that travellers can filter their accommodation searches to include only eco-certified hotels in almost 1,500 destinations worldwide.
Since the introduction of this filter, eco-certified accommodations have witnessed an average booking increase of 9%.
This is great news for the vacation rental industry as it shows that this type of accommodation is what travellers are looking for. This is also backed up by the Booking.com “Sustainable Travel 2024” research which found that 45% of travellers reported that coming across an accommodation labelled as more sustainable is more appealing.
The first sustainability standard for short-term rentals is offered by Sustonica. Importantly, it is recognised by Booking.com in their sustainability filter which only highlights sustainable vacation rentals which have a third-party certification. Furthermore, a number of leading property managers are working with us to offer a Sustonica badge to their property owners.
67% agree that all travel booking sites should use the same sustainable certifications or labels
As the travel industry shifts towards sustainability, many travellers are looking for a consistent way to identify eco-friendly properties. The Booking.com “Sustainable Travel 2024” research found that 67% of travellers believe that all accommodation providers should use the same sustainable certification. This highlights the importance of having a standardised certification system in place to help travellers make informed decisions about where to stay.
Standardised certifications are essential because it makes it easier for travellers to understand what they are getting when they book a sustainable property. With a single, recognised certification system in place, travellers can have confidence that your sustainable vacation rental has been independently verified. As such, it will meet certain standards for environmental, social and economic sustainability. Having a standard certification system also helps to level the playing field for property owners and operators. It means that smaller, independent properties have the same opportunity as larger, more established properties to demonstrate their commitment to sustainability and to attract bookings from environmentally conscious travellers.
Standardised certifications also makes it easier for properties to compare their sustainability performance with their peers, helping them to identify areas for improvement and stay competitive.
In addition, it is also helpful for the certification providers, as it increases the credibility of the certifications and more properties will be willing to participate. This will result in a more comprehensive coverage of the market.
In conclusion, a standardised sustainable certification system can help to make it easier for travellers to identify eco-friendly properties and for property owners and operators to demonstrate their commitment to sustainability. With 67% of travellers expressing their desire for a standardised system, it is an important consideration for all those in the travel and accommodation industry.
71% of travelers say they want to leave the places they visit better than when they arrived
Sustainability is becoming an increasingly important factor for travellers when choosing where to stay. Participants in the Booking.com Sustainable Travel Report 2024, clearly demonstrated that they want to have a positive impact in the destinations they visit.
This underlines the need for hosts to act as sustainable vacation rentals by offering their guests opportunities to support local businesses. Your guests will also appreciate your efforts to create more energy efficient and less wasteful accommodation. This could include simple sustainable actions like getting rid of single use plastic or having smart thermostats. Both these will gain you points in the Sustonica Criteria.
This highlights the importance for property owners and operators to communicate the sustainable practices they have in place. You need to be able to show travellers quickly and simply that you are running a sustainable vacation rental at the time of booking. However, when they are actually your guests, you have many more opportunities to demonstrate your responsible practices in a clear and transparent way.
One of the best ways to provide this information is through a sustainable certification. Having a certification provides an easy way to communicate to travellers that a property has been independently verified to meet certain standards for environmental, social and economic sustainability.
Another way to share this information is by including it in the property’s listing on booking websites and platforms, as well as the property’s own website. Many travellers also appreciate when properties share their sustainability efforts on social media, as it can give them a more complete picture of the property’s values and mission.
43% believe travel service providers hold the key to addressing environmental factors
The Booking.com “Sustainable Travel Report” research included some new questions in 2024. These included asking travellers who should take responsibility for progressing sustainability. Their answers showed that most believe it is a shared responsibility as follows:
45% think they themselves have the potential to counteract the social impacts of travel
44% think governments hold the most potential for countering the economic effects
43% believe travel service providers hold the key to addressing environmental factors
40% believe that governments are responsible for educating people on the impacts of travel and tourism
What this means is that travellers do expect businesses in the tourism sector to take responsible action. They are prepared to play their part themselves and you can help them identify sustainable vacation rentals by communicating your achievements to them.
Achieving a Sustonica badge as a sustainable vacation rental may be easier than you think
In conclusion, sustainable certification and practices are becoming more and more important for vacation rental properties. Travellers are increasingly looking for eco-friendly options when planning their vacations as the data clearly demonstrates.
Undoubtedly, property owners and operators who invest in sustainable practices and certification will benefit. By showing guests that you are environmentally responsible, you will be able to attract more bookings and charge higher rates. In addition, having a sustainable certification helps to create a positive reputation for your property. This can lead to repeat bookings and positive word-of-mouth recommendations.
As mentioned, one of the simplest ways to promote your property as a sustainable vacation rental is to apply for a Sustonica badge. It is really easy to do.
- Check out some of the actions you may already be taking
- Take the Test to see if you qualify by achieving a minimum score of 20%
- If you reach the score, you can gather your evidence using our easy-to-use online platform
- Then you buy your credits (only €68 per property per year) and submit your evidence for auditing
- Finally, if you are approved by our auditors, you will receive your Sustonica badge which you can proudly display on your website and appear in the filters of all the participating Online Travel Agents (OTAs), including Booking.com
- 1% of your payment will be given to a local or national vacation rental association of your choice – to help support advocacy and the sustainability of vacation rental businesses worldwide.
N.B. If you are a property management company, we have solutions for you too!
So what are you waiting for?! Chances are you have already implemented some sustainable practices. Make sure you are being recognised for them and that travellers can easily find you
