In an ideal world, the design of the power supply system would be re-evaluated to determine if the system could supply the greater starting current of the 30 KW motor vs. the 20 KW motor.
At the least, the disconnect switch, the motor starter, the overload relays, the motor supply conductors and possibly the grounding conductor should be upgraded to supply the larger motor.
The starting surge will be about 50% greater.
As ScottyUK pointed out, the cost of energy will be about the same and may even be a little less. A 30 KW motor delivering 18 KW may be more efficient and run slightly cheaper than a 20 KW motor supplying an 18 KW load.
Your energy consumption and what you pay for is determined by the sum of the energy to do the work of the pump and the energy to supply the losses. Work energy should be the same if the motor speed remains the same, but the losses in the larger motor may be less when the motor is operated at less than full load. The losses in the larger supply conductors will probably be less also, but the power factor and the location of corrective capacitors have an influence here.
The reactive current will be higher in most cases and may increase your penalties slightly. However if your plant has automatic VAR compensation you will probably not incur penalties.
I would evaluate at least four factors.
1> Will the 30 KW motor be purchased or do you have one on hand?
2> What will be the cost of upgrading the wiring to supply the larger motor?
3> Power factor. Will there be additional power factor/VARHr consumption penalties or will you have to purchase capacitors to avoid penalties?
4> Will there be additional installation costs with a larger motor such as changing base-plates, or mounting adapters, and/or special couplings or machining?
respectfully