Building Traveller Trust Through Mystery Shopping

For today’s travel industry, sustainability is no longer a nice-to-have, it’s a business imperative. With travellers more informed and more engaged in responsible tourism, brands who actively prioritise environmental responsibility are being sought out.

Climate pledges such as net-zero targets and plastic-free operations are being promoted by airlines, hotels, cruise lines, and tour operators. But promises alone are no longer enough. To earn traveller trust, brands must demonstrate that sustainability commitments are not just declarations, but daily behaviours embedded across the customer journey.

This is where Mystery Shopping can help. Although Mystery Shopping is traditionally used to measure service, it is also a powerful tool for verifying environmental practices. Audits and certifications remain valuable, but they are often scheduled, foreseeable, and repetitions of compliance checklists, whereas Mystery Shopping offers something less predictable, real-time customer-level insight into how environmental practices are actually delivered.

Progressing Past the Tick-Box 

Many industry businesses have achieved compliance to environmental standards; recycling bins in place, energy-saving systems installed, carbon offset programmes online.

But the critical question remains: are these measures consistently implemented? Are they understood, explained, and embraced by employees and guests?

For example:

• Are airline staff trained to explain carbon-offset options at booking or check-in?
• Do tour guides promote responsible wildlife interactions?
• Are hotel teams proactively informing travellers about water-saving choices?

Mystery shoppers experience these moments just as real customers do — revealing whether sustainability policies are being activated or simply existing on paper. Their unbiased observations uncover inconsistencies, misunderstandings, or communication gaps, helping brands progress from basic compliance to genuine climate leadership.

Trust Is the New Currency

Travellers, regulators, and the media, are increasingly scrutinising sustainability claims. Greenwashing, even by accusation, can damage a brand overnight, undermining years of marketing investment. Trust is built through transparency, consistent behaviour, and verifiable action — and it can be lost instantly.

A well-designed mystery shopping programme can measure how effectively a brand embeds sustainability into everyday service. This includes evaluating how staff present eco-friendly options, whether waste-reduction practices are followed, and how visible environmental commitments are during real customer interactions. These results can then be presented in sustainability reports or marketing materials, backed by a credible and independent source.  

A Competitive Advantage 

Beyond risk management, a verified service offers a clear competitive edge. The 2024 Sustainable Travel Report from Booking.com surveyed over 31,000 travellers and found that 75% of respondents want to travel more sustainably, while the 2023 Expedia Group Traveler Value Index reported that 70% of Gen Z and Millennial travellers would pay a premium for eco-friendly travel choices such as greener flights or hotels with verified sustainability practices. Brands that can demonstrate progress on their environmental goals are better positioned to attract loyal, high-value customers. 

Feedback from Mystery Shoppers can also drive operational improvements, identifying opportunities to reduce energy usage, minimise single-use plastics, or streamline recycling efforts, all as ways to contribute to cost savings as well as carbon reductions. 

Climate Crisis Call to Action 

As the climate crisis intensifies, the travel industry remains at the centre of global environmental impact. From aviation emissions to hotel energy consumption, every decision has an impact. But action requires accountability to deliver change.

When done well, mystery shopping is a bridge between climate commitments and customer perception. It verifies that sustainability is embedded in everyday service, not just reflected in corporate campaigns. This reassures travellers that brands stand behind their environmental promises, strengthening both reputation and customer confidence in an increasingly climate-conscious world.

On the road to net zero, commitment establishes the foundation but trust ultimately sets brands apart. Mystery shopping provides a vital path between sustainability claims and the customer’s real-world experience, confirming whether environmental practices are consistently delivered. With verified insights, travel brands can strengthen credibility, avoid greenwashing risks, and demonstrate that their sustainability strategy is not just a pledge, but a proven reality.

At ABa, we’re experts in mystery shopping that makes a real difference. Our tailored programmes reveal exactly what your customers experience and provide the insights you need to improve service, train teams, and grow loyalty. Get in touch to find out how ABa can help you embed the operational excellence that drives customer satisfaction, customer loyalty and commercial success.