Holidaymakers favour the idea of sustainable travel but would not pay significantly more for the purpose, according to a new study. Research from the Lucerne University of Applied Sciences and Arts was unveiled at the World Tourism Forum Lucerne yesterday, which had questioned 5,000 Kuoni customers. The survey asked consumers how much they would spend on a sustainable safari trip to South Africa and beach holiday in the Maldives and both had the same answers. Findings said that although consumers would sway towards booking an eco-friendly holiday, they were not willing to pay premiums for it. However despite the general likening towards a sustainable holiday, it was ranked seventh in a list of eight priorities when booking a holiday. The study’s authors suggested that tourism companies who emphasise sustainable products would be appealing to around 20 percent of travellers who ranked it third place or higher as a decision factor.