24 Green mapping

Green mapping

Conscious consumers have new eco priorities when planning trips and journeys.

In October 2021, Google announced the launch of three new environmentally conscious options in Google Maps. Eco-friendly routing allows drivers to see the most fuel-efficient routes rather than just the fastest, while lite navigation is aimed at cyclists who don’t want turn-by-turn instructions to distract them from the road. In the third initiative, Google has extended bike and scooter-share information to over 300 cities globally, helping riders more easily find the micromobility options available to them. Beyond Maps, 2021 has been a busy year for Google’s sustainable travel-information offer. Worldwide flight searches now come with emissions estimates, while hotel listings now feature sustainability credentials and eco-certifications.

For upscale travelers, US-based Wild Nectar Immersive Travel Collection launched in autumn 2021 with the goal of providing environmentally positive, luxurious trips. It has created a unique Eco Score to aid destination decisionmaking based on factors such as conservation, emissions, and betterment of local communities.

In a similar vein, Small Luxury Hotels of the World launched its new Considerate Collection in October 2021. Working with the Global Sustainable Tourism Council, the brand has selected the hotels in the collection for their exceptional commitment to sustainability, such as increasing local biodiversity or improving the wellbeing of local communities.

Transportation accounts for 24% of direct global CO2 emissions from fuel combustion, according to the International Energy Agency’s “Tracking Transport 2020” report. Though lockdowns in 2020 and 2021 reduced these emissions, the rebound has been significant enough for the International Transport Forum to predict in 2021 that CO2 emissions from the sector will increase by 16% by 2050, versus 2015 levels. Growing awareness of this impact is leading transport apps and travel companies to redesign their offerings, giving travelers more planet-first options.

Why it’s interesting Not wanting to forgo travel altogether, travelers are looking to brands to help them make more sustainable plans. Not only do services like this speak to value-driven consumers but they also help to reduce choice fatigue. According to Wunderman Thompson Data, 79% of global consumers say they are interested in tips and advice from brands on how to live more sustainably.