Tourists around the world and especially in Europe are supportive of more eco-friendly trips but reluctant to carry the extra cost, according to studies and industry executives. In the European Union's economic powerhouse Germany, for example, 24% of travelers believe ecological sustainability is an important criterion when booking a holiday, according to a survey by motor vehicle association ADAC released this month. But only 5-10% would be willing to pay even a moderate sustainability surcharge, according to the poll of 5,000 people. "The rub is people don't want to necessarily pay more for sustainability," said Charuta Fadnis, head of research and product strategy at travel research company Phocuswright. That has left the industry questioning how to become greener as it...
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