This report details the findings of exclusive research from a partnership between Booking.com, the University of Surrey and Accor. In the report, we look at:

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• A brief overview of why sustainability matters to the tourism industry, how accommodation providers are investing to be more sustainable and why it’s valuable to bring travellers along as part of that strategy.
• A look at some of the methods we used to assess not only the subjective opinions of travellers, but their objective reactions too.
• A look at the four key strategies uncovered by the research, as well as ideas – taken from this project and wider industry research – on how these can be applied to sustainability messaging.
• An example of how all four strategies might be used for a single application – helping guests to travel more sustainably at an accommodation.
• While this research was specifically about messaging, in this section we include a few ideas on how accommodation might apply the findings from this project and the wider body of sustainability research in practical ways too.

• The importance of sustainability
• Research methodology
• Four strategies to positively impact traveller behaviour and experience
• See the strategies in action
• Practical ideas for applying the strategies