Responsible travellers in Thailand – defined as those who are wellness-focused, culturally minded and care about environmental impact – most want to travel to Japan, according to YouGov’s latest report for the travel and tourism sector.
YouGov Travel Rankings 2022: Travel brands through the eyes of Responsible Travellers is aimed at understanding how travel brands differentiate in the eyes of responsible travellers, and the brands and destinations that score higher in terms of consideration amongst this audience group. YouGov DestinationIndex measures the public’s perception of destinations on a daily basis across a range of measures. The destination rankings were compiled using Consideration scores from July 2021 to June 2022.
After Japan – which had a Consideration score of 40.8% among responsible travellers – was South Korea (22.6). Switzerland, the highest-ranked European destination, came in third (21.4). This was followed closely by Singapore (18.0).
The United States of America rounded off the top five with a Consideration score of 15.8. China (15.2), France (15.1) and Australia (13.0) were next, followed by Asian destinations Hong Kong (12.8) and Laos (12.6), which completed the rankings.
Discover the leading brands and destinations in the eyes of sustainable travellers in the full report here.
YouGov publishes brand rankings yearly based on the data from our always-on brand tracker, YouGov BrandIndex and destination tracker, YouGov DestinationIndex. Both travel brands and destinations are tracked daily around the world, enabling us to consistently and accurately measure consumer attitudes towards those brands (organisations in the travel industry and countries tracked in a dedicated YouGov BrandIndex sector survey).
However, instead of taking the views of a general population, we zoomed in on how those brands in the travel and tourism industry rank amongst the Responsible Traveler segment i.e., those who self-identify as wellness-focused, care about environmental impact and are culturally minded.