More than half of travellers believe travel brands are guilty of greenwashing, according to a new report from THG Studios that highlights mounting scepticism around sustainability claims in the industry.
The Manchester-based creative marketing agency’s white paper, “The Conscious Traveller”, found that 57% of consumers suspect travel companies of making misleading environmental claims, despite 84% of global travellers saying sustainable travel is important to them.
“Crisis of credibility”
The research identifies what THG Studios calls a “crisis of credibility” in travel marketing, where superficial sustainability messaging has eroded consumer trust. The gap between stated consumer values and their confidence in brands presents both a challenge and opportunity for the sector.
The white paper argues that travel companies must move beyond token green initiatives and embed sustainability into their core brand narrative. It recommends a multi-channel approach using long-form video, immersive experiences and detailed impact reports to demonstrate genuine commitment rather than marketing spin.
“The rise of the conscious traveller is the most significant shift the travel industry has faced in a generation, but it presents an incredibly opportunity for forward-thinking brands,” said Hannah Pym, chief brand and marketing officer at THG Studios. “Consumers are no longer just buying a holiday; they are buying into a brand’s values.”
THG Studios, which operates under the THG Ingenuity division of THG Group, works with travel and hospitality clients on content production and marketing campaigns. The agency has previously worked with brands including Lookfantastic and Myprotein within THG’s broader portfolio.
The findings reflect wider concerns about greenwashing across industries, with regulators increasingly scrutinising environmental claims. In travel specifically, the challenge is acute given the sector’s significant carbon footprint and the complexity of measuring genuine sustainability improvements.
The full white paper is available at here.
