‘Generational paradox’ exposed in new sustainable travel survey

Sustainable travel survey finds ‘generational paradox’

The latest Travel & Sustainability report from Booking.com exposes a paradox when it comes to the split of intent versus action between generations. Now in its 11^th edition, the annual research finds that younger generations express stronger sustainability intentions yet take fewer practical actions, whereas older generations are found to demonstrate greater commitment through concrete behaviours.

The survey of 32,500 travellers from 35 international markets explored consumer attitudes and understanding of the social and environmental impacts of travel[i]. It reveals that the vast majority (85%) of travellers at all ages say that more sustainable travel is important or very important to them.

However, while 75% of Gen-Z (ages 18-28) say they want to travel more sustainably in the coming 12 months, less than half of this group (48%) say they will reduce general waste when travelling, 42% intend to reduce energy consumption (e.g. through turning off aircon and lights when they aren’t in their accommodation), and only 36% plan to travel outside of peak season[ii].

Contrast this with boomer survey respondents (those aged 61+), of which less than half (47%) say they want to travel more sustainably in the coming 12 months, yet two-thirds (67%) say they will reduce general waste when travelling, 60% say they intend to reduce energy consumption, and 63% plan to travel outside of peak season.

The research suggests that when it comes to the practical steps travellers are taking to be more sustainable, older generations are more action oriented than younger ones. There are however some areas in which younger age groups lead on sustainable actions. Nearly a third of Gen Z (31%) and 29% of Millennials (those aged 29-44) had participated in a tour or activity where they learned about or interacted with local indigenous people or cultures, compared to just 23% of Gen X (ages 45-60) and 18% of Boomers in the last twelve months. Further, almost a quarter of Gen Z (24%) and Millennials (23%) said that they had participated in a tour or activity that contributed to the health or conservation of the local ecosystem or wildlife, compared to 16% of Gen X and 9% of Boomers.

Extreme weather is reshaping travel choices

The research may have exposed a generational divide on sustainable actions, but when it comes to the impact of extreme weather on travel choices, all age groups are broadly in agreement. Three quarters of all survey respondents said they consider extreme weather risk when choosing both destination (74%) and timing (74%). Globally 68% say they actively avoid destinations known for extreme weather and 55% find extreme weather stressful when booking a trip.

Significantly, almost a third of travellers globally (31%) reported having cancelled or changed trip plans in the past twelve months due to extreme weather or natural disasters (for example high temperatures, storms, wildfires, floods, etc.). More than half of all those surveyed (55%) said that certain destinations had become too hot to travel to when they wanted to visit them, and that they had removed destinations from their travel wish list due to news of extreme weather or natural disasters (52%).

“This year’s Travel & Sustainability Report shows that while generations may have different understandings of what constitutes more sustainable travel, adapting to extreme weather and actively avoiding crowds are now norms at all ages” says Danielle D’Silva, Director of Sustainability at Booking.com[iii].

Sustainable accommodation drawing travellers

Sustainable accommodation is now a key draw for travellers, with the report finding that efforts properties are making to operate more sustainably is, in fact, of equal importance across all ages. Over a third of each age group saying they plan to stay at an accommodation which has a sustainability certification in the next twelve months: Boomers (35%), Gen X (35%), Millennials (36%) and Gen Z (35%). And it’s not just intent, recently released data shows that travellers booked 100 million room nights at properties with a third-party sustainability certification in 2025 on Booking.com.

“We are encouraged by the broad range of ways travellers are already traveling more sustainably, and how they plan to continue. Whether that’s the 100 million room nights travellers booked with accommodation partners displaying a third-party sustainability certification on our platforms in 2025, using public transport or hiring an electric vehicle to get around on their trips, or indeed, choosing cooler and quieter destinations altogether.” D’Silva adds[iv].