Behavior SMART

🧠 Behavioral scientists know that people overweight immediate costs and undervalue future benefits.

In tourism, this bias means that guests often reject small-price upgrades or eco-options, even if the long-term benefits (lower footprint, better experience) are substantial.

💡 So, what can you do to increase demand for more responsible but more expensive options? Reframe the sustainable choices as immediate gains.
Example: “Select our green shuttle - skip traffic and arrive sooner”

📘 You can read more about this and many other biases that influence how guests respond to green messaging in the 2023 Behavioural Science for Sustainable Tourism (OECD) report in the 🔗 link in comments.