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This WTTC-Harvard report explains how to use behavioural economics to design travel products that promote sustainable, consumer-friendly decisions in the tourism sector.
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This WTTC report, undertaken by the Harvard School of Public Health, is one of a series of collaborative reports called Learning Insights.
The report looks at behavioural economics and explores how it can influence decision-making in the travel and tourism sector. It outlines how understanding human behaviour, particularly the fast, subconscious choices made under time pressure, can help design products and services that encourage sustainable travel.
By leveraging behavioural insights, the industry can create promotional materials, pricing strategies, and experiences that nudge consumers toward environmentally friendly options without overwhelming them.
The report emphasises the need for behaviour-smart designs to promote sustainability in a practical, consumer-friendly manner.
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