The report, based on data from 2,046 survey respondents, including 200 affluent and High Net Worth Individuals (HNWIs), found that 48% of travellers are more likely to book hotels with sustainable practices, with broadly equal responses across the wealth tiers.
PoB Hotels Chief Executive Kalindi Juneja says this reflects a growing consciousness around environmental impact among today’s travellers, with guests increasingly seeking eco-friendly experiences that go beyond surface-level commitments.
“Sustainability remains a pivotal consideration,” she says, “with higher standards and eco-friendly practices being expected across the board.”
Food-based sustainability practices resonate particularly well with travellers, with 70% deeming locally-sourced food as an important consideration, and 54% citing the importance of minimising food waste.
A variety of other eco-conscious practices are important to guests, including minimal plastic use (49%); minimising excessive water usage (46%); giving back to the local community (44%); clear recycling procedures (44%); and renewable power generation (27%).
These results are largely consistent with PoB Hotels’ 2024 Whitepaper, which found that 44% of respondents would be willing to pay more for eco-friendly and sustainable travel options.
Giving the people what they want
Demonstrating its own dedication to responsible travel and sustainable practices, PoB Hotels has an ongoing partnership with EarthCheck, the world’s leading scientific benchmarking, certification, and advisory group for sustainable travel and tourism.
EarthCheck’s rigorous, science-backed certification process is built on over three decades of scientific research, and is backed by independent third-party audits, providing a credible pathway for PoB Hotels to measure, benchmark and improve its environmental and social impact.
For over three decades, EarthCheck certification has been recognised internationally as the high watermark in sustainable tourism, with globally recognised standards that empower PoB Hotels to ensure sustainability remains integral to its luxury offerings and operations.
Through this partnership with EarthCheck, PoB Hotels is advancing environmental best practices and implementing company-wide regenerative initiatives.
PoB Hotels has achieved EarthCheck Silver Certified Status. Over 40% of the group’s member hotels are also embarking on the sustainability journey with EarthCheck.
“At EarthCheck, we believe that luxury and sustainability can go hand in hand,” says Stewart Moore, CEO and Founder of EarthCheck. “Our partnership with PoB Hotels demonstrates how responsible tourism can be achieved without compromising on the high standards their guests have come to expect.”
Mr Moore says the PoB Hotels 2025 Whitepaper highlights that for luxury travellers, sustainability is no longer a niche consideration, but a core priority.
“The report shows that travellers are not only aware of environmental issues,” he says, “but are actively seeking out hotels that align with their values, making sustainability a key factor in their decision-making.”
In addition to sustainability, the report highlights several other key trends shaping the UK luxury travel market:
- Palate-led holidays: Culinary experiences remain a decisive factor for travellers, with 36% of affluent and HNW travellers looking for luxury dining experiences. Local flavours are particularly sought after, with 75% of respondents seeking locally-inspired dishes, and 66% seeking out fine dining with a garden-to-table approach.
- Wellness and mental respite: The wellness movement continues to grow, with 81% of respondents showing interest in wellness activities. Spa treatments (61%) and outdoor pursuits like hiking and cycling (45%) are particularly popular, underscoring the importance for hotels of catering to both physical and mental rejuvenation.
- Embracing slow travel: The concept of ‘slow travel’ is gaining momentum, with 59% of respondents expressing interest in a more leisurely approach to travel, and 78% citing rest and relaxation as their primary reason for taking a luxury holiday. This trend seems to reflect a widespread desire to unwind and revitalise.
- The path less travelled: Overcrowding at the traditional holiday hotspots is leading travellers to seek out quieter, off-the-beaten-path locations. Almost half (45%) of travellers now prioritise finding hidden gems.
As the industry adapts to meet these growing demands, EarthCheck-certified hotels will be well-positioned to cater to the needs of discerning travellers who value sustainability alongside luxury.
You can read the full report now. For more information on how sustainability benchmarking and certification can help your business, enquire with EarthCheck today.
