Consumer Insights

The Transformation Travel Council is changing the way consumers look for mission driven companies & organizations in the travel industry. See why more than 100+ partners have joined us in supporting the movement.


91% seek ethical travel


78% feel they’re more ethically conscious than a year ago


39% worry about their impact post-trip

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It’s about human rights and sustaining communities. Travelers are seeking more than just a feeling of being transformed. They want to know that their travels are, in some way, just as fulfilling for others, too. - Lindsey Ueberroth, Preferred Hotels & Resort

Today’s client is much less about where they want to go and what they want to do but who they want to become.-Jack Ezon, on millennial and high net worth travelers