FOLLOWING ETHICAL TOURISM BRANDS WILL BECOME A MAJOR TREND, SAYS ATM

RX Global, organiser of Arabian Travel Market (ATM), has revealed that 2022 could witness a resurgence in brand-conscious travellers, following commentary it received from delegates attending its 2021 responsible tourism seminars.

“The feedback we received has enabled us to identify a particular profile of traveller that now actively looks for ethical brands to follow and wants to see tangible evidence of that brand practicing what it claims to be,” said Danielle Curtis, Exhibition Director ME, Arabian Travel Market.

“This potential vertical shows a combination of characteristics attributed to outdoor adventurers, wellness, eco-tourists, digital nomads on ‘workcations’, experiential tourists and socially aware travellers.”

Data from Statista supports ATM’s findings, with 81 per cent of 29,349 adults surveyed earlier this year across 30 countries confirming they would like to stay in a sustainable resort, at least once in the 12 months ahead. Five years ago, only 62 per cent of respondents, made the same claim.

Google found the search term ‘green hotel’ had increased fourfold over the past 18 months in terms of volume. In response, the search engine will now accredit hotels with a green eco-emblem next to their name during a routine search.