Booking.com has released a report revealing that 79% of travellers want to travel more sustainably in the next 12 months, yet 59% of them believe sustainable travel options are too expensive. With costs being a primary concern of many consumers, 68% believe the cost of living will get worse as the environment also deteriorates. Many people are therefore left unsure about what to prioritise. Some consumers believe that sustainability and travel are mutually exclusive solutions; others, however, would be willing to pay extra to ensure sustainability. Incentives such as discounts and reward points aimed at eco-friendly options within the travel sector are among the reasons 46% of travellers would choose them over regular options. Despite the general enthusiasm for sustainable travel, Singaporean travellers face barriers such as cost, lack of knowledge about where to find sustainable options, and limited resources. Therefore, travel companies must adapt to meet consumers’ changing expectations, which include regenerative approaches to travel and credible assurances when booking travel options.