Sustainable Travel Willingness-to-Pay & Trade-Off Survey

Welcome, and thank you for your interest in this study. This survey explores your recent travel experiences and your views on lower-emission travel options. It should take approximately 7–8 minutes to complete. Your participation is completely voluntary, and you may stop at any time. There are no right or wrong answers — we are interested in your honest opinions. All responses are confidential, will be anonymized, and reported only in aggregate for research purposes. By continuing, you indicate your consent to participate.

In the past 12 months, have you taken any overnight leisure or business trip?

• Yes
• No

What was the primary purpose of your most recent overnight trip in the past 12 months?

• Leisure/holiday
• Business/work
• Visiting friends or relatives
• Other
• Prefer not to say

Which of the following, if any, did you do on that trip to reduce environmental impact? (Select all that apply.)

• Chose a nonstop flight or fewer stops
• Took train/bus instead of flying or driving
• Used public transit or walked at destination
• Stayed at eco-certified lodging
• Purchased carbon offsets
• Declined daily housekeeping or towel changes
• Packed light to reduce weight
• Brought a reusable bottle/cup
• Chose more plant-based or local food
• None of the above

Rank the following factors by how important they are when you book a trip (1 = most important).

1. Price
2. Travel time
3. Convenience and connections
4. Comfort
5. Environmental impact (emissions)
6. Flexibility/change options

I feel personally responsible for reducing the environmental impact of my travel.

Based on your responses in this survey, please share any additional thoughts or feelings about paying more for greener travel options.

What is your age?

• 18–24
• 25–34
• 35–44
• 45–54
• 55–64
• 65+
• Prefer not to say

Thank you for completing this survey. Your responses will contribute to research on improving lower-emission travel options. If you have any questions, please contact the research team.

What was the primary mode of transportation for the longest-distance leg of that trip?

• Flight/plane
• Personal or rental car
• Rideshare/taxi
• Train
• Intercity bus/coach
• Ferry/boat
• Other

When a greener travel option costs more, how do you typically decide?

Seeing a verified carbon footprint label at booking would influence my travel choices.

Which best describes your gender?

• Woman
• Man
• Non-binary
• Prefer not to say

How many nights was that trip?

• 1 night
• 2–3 nights
• 4–6 nights
• 7–13 nights
• 14+ nights

For a comparable trip, what is the maximum extra amount you would pay for a main transport option with 30% lower emissions?

• I would not pay extra
• $1–$10
• $11–$25
• $26–$50
• $51–$100
• $101–$200
• More than $200

I trust sustainability claims and eco-certifications from travel companies.

In which region do you currently live?

• Africa
• Asia
• Europe
• North America
• Oceania
• South America
• Middle East
• Prefer not to say

Approximately how much did you spend per traveler on that trip (excluding shopping), in USD or local equivalent?

• Under $200
• $200–$499
• $500–$999
• $1,000–$1,999
• $2,000 or more
• Prefer not to say

How much extra per night would you pay for an independently eco-certified hotel compared with a similar non-certified hotel?

• I would not pay extra
• $1–$10
• $11–$25
• $26–$50
• $51–$75
• $76–$100
• More than $100

I would recommend a greener travel option to friends or family, even if it costs more.

What is the highest level of education you have completed?

• Less than high school
• High school or equivalent
• Some college, no degree
• Associate degree
• Bachelor's degree
• Master's degree
• Doctorate or professional degree
• Prefer not to say

Rank the following sustainability features by how valuable they would be for trips like yours (1 = most valuable).

1. Verified carbon footprint shown at booking
2. Lower-emission transport (e.g., train/EV/SAF)
3. Built-in carbon offset option
4. Eco-certified lodging
5. No single-use plastics/reusable amenities
6. Supports local communities or conservation

How likely are you to choose a lower-emission travel option on a trip you take in the next 6 months?

What is your current employment status?

• Full-time
• Part-time
• Self-employed
• Student
• Homemaker/caregiver
• Unemployed and seeking work
• Retired
• Prefer not to say