Will Travelers Pay More for Green Trips? That's Not What Booking Holdings' CEO Is Seeing
Photo Credit: Booking Holdings CEO Glenn Fogel at the Destination Europe Summit in Brussels. February 6, 2025. Skift / Darin Graham
Skift Take
Reducing emissions remains a critical issue in Europe's tourism strategy. It’s a steep challenge, but bringing everyone together to debate it can't be a bad idea.
Travelers say they want to be sustainable, but ultimately, price wins, according to experiments from Booking.com.
“Even if the cheaper is less sustainable, many people still choose that. Everybody wants to be sustainable but they want somebody else to be sustainable,” said Booking Holdings CEO Glenn Fogel, who was speaking at the Destination Europe event in Brussels on Thursday.
Fogel added that policymakers need to bring in the right policies to encourage greener choices.
“If elected officials would like to make certain rules, then that’s the privilege of the government to do that. We can’t make the rules. It’s up to the regu
