The vast majority of today’s travellers (83%) view sustainable travel as important, while 67% feel inspired to adopt more responsible practices when they see them in action. With this in mind, Booking.com ౼ one of the world’s leading digital travel platforms ౼ collaborated with Accor and the University of Surrey to bring academic rigor to the development of an innovative research protocol. This study was designed to help address a key challenge shared by many in the hospitality sector: how to communicate effectively about sustainability. Recognizing the cross-sectoral nature of this issue, we contribute with this report to tackling it together. The resulting report, "Engaging Travelers to Embrace More Sustainable Behaviors," serves as a unique tool for change, designed for everyone in the hospitality sector striving to address these concerns and strategies with the potential to influence consumer behaviors across multiple settings.