Experience premiums are bankable; sustainability premiums are not. Both poll more than 70% on the question of whether they matter to travelers, but only one shows up in wallet share.
Sustainability often fails to resonate emotionally with consumers compared to experiential offerings.
By framing sustainability as part of a memorable experience, travelers are more likely to engage and invest.
An experience premium refers to the additional value travelers are willing to pay for unique experiences.
Over 70% of travelers indicate that sustainability is important to them, but this does not always translate to spending.