Agoda’s Eco Deals Survey: 4 in 5 travelers care about moresustainable travel

Agoda’s Eco Deals Survey: 4 in 5 travelers care about moresustainable travel

Malaysia, 20 March 2024 – As Malaysians venture to explore new horizons, they are increasingly mindful of the potential impact of their choices. According to a survey conducted by digital travel platform Agoda, 81% of travelers from Malaysia care about more sustainable travel. Respondents highlighted that financial incentives, the availability of sustainable travel packages and clearer guidance on sustainable travel practices could encourage them to make more sustainable choices on their next trip.

Over ten thousand respondents were polled on Agoda’s platform from ten markets across Asia. Almost 8 in 10 travelers stated their willingness to make more sustainable travel choices, with 18% of respondents indicating that they would always make every effort to ensure they travel more sustainably. Still 22% of travelers rarely consider sustainability in their travel decisions – with Japan’s travelers least concerned (45%) versus only 8% of travelers from the Philippines.

Financial incentives could play a key factor in making more sustainable choices

Agoda’s Eco Deals Survey also asked respondents for the key factors that could help encourage them to make more sustainable travel choices. In all markets, financial incentives came out on top, with an average of 45% of respondents highlighting incentives like discounts as the key factor. This sentiment was particularly strong in Singapore (58%), Taiwan (54%) and Indonesia (47%).

The availability of sustainable travel packages ranked second, with offerings ranging from guided conservation hikes to supporting local initiatives of more interest to travelers from the Philippines (28%), Vietnam (24%) and Thailand (23%). Clear guidelines on sustainable travel practices (#3), education and awareness on environmental impact (#4), and relevant sustainability policies from the local government (#5) completed the top five.

Aligned with the overall trend, financial incentives emerged as the top factor for Malaysian respondents, driving nearly one in two towards making more sustainable travel choices (46%), while others are drawn to the availability of sustainable travel packages (21%) and clearer guidelines on responsible travel practices (12%). Additionally, increased education and awareness about environmental impact (10%) and government incentives or policies for sustainable travel (9%) round up the top 5 drivers helping travelers from Malaysia choose more sustainable travel options.

Enric Casals, Associate Vice President at Agoda, said “The message is loud and clear: Travelers want to make more sustainable choices. Agoda’s Eco Deals Program offers travelers a range of great value deals on selected properties, and for every booking, Agoda donates one US dollar to local conservation projects of World Wild Fund for Nature (WWF). With a total donation target of up to one million US dollars, we are helping travelers to see the world for less, and do their part to give back to the destinations they care about.”

When asked which sustainable travel practices travelers across Asia would prioritize on their trips, over a quarter (26%) of the respondents chose supporting local communities through actions such as purchasing locally made products or contributing to local initiatives.

Recycling and waste reduction (20%), like reusing towels and bed linens, was the second-most named preferred action by all travelers, followed by participating in conservation-focused activities and tours in third with 17% of the votes. Other key practices include opting for accommodations with sustainability certifications in fourth and selecting more sustainable transportation options in fifth.

Notably, travelers from Malaysia would prioritize supporting local communities and conservation projects (26%), opting for more sustainable travel packages promoting conservation-focused activities (24%), and selecting accommodations with sustainability certifications (19%).

Since the launch on 3 March 2024, World Wildlife Day, anyone traveling to Southeast Asia can book Eco Deals on Agoda. For every Eco Deals booking, a dollar is donated to World Wide Fund for Nature (WWF) conservation projects aimed at protecting wildlife and conserving critical habitats in Southeast Asia. In addition, travelers can benefit from a discount of up to 15%. More information can be found on

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