A new study by Booking.com has found that while the majority (85%) of travellers say that sustainability is important to them when travelling, older generations are more likely to adopt concrete sustainable travel behaviours, rather than just intentions.
Booking.com‘s 11th annual report into consumer attitudes on the social and environmental impact of travel drew on insights from 32,500 travellers across 35 global markets, found that three quarters (75%) of Gen Z want to travel more sustainably over the next 12 months, along with 71% of Millennials, 60% of Gen Xers and 47% of those in the Boomer generation.
Actions speak louder
However, according to the online travel site, generational actions often speak louder than words, with Boomers more likely to reduce waste and energy consumption while travelling, shop more in local, independent stores, and travel outside of peak season, compared to other generations.
At the same time, younger generations tend to lead when it comes to learning about local cultures, indigenous communities or the conservation of wildlife, the study found.
“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,” commented Danielle D’Silva, director of sustainability, Booking.com.
Extreme weather
The report also highlights the growing influence of extreme weather on travel decisions, with around three quarters of respondents considering weather risks when choosing when and where to travel.
In addition, more than two thirds (68%) say that they avoid destinations associated with extreme weather, while 31% have changed or cancelled holidays due to such conditions. More than half (52%) say that they have removed certain destinations from their travel wish list due to climate-related concerns.
Elsewhere, more than a third of travellers state that over the next 12 months, they plan to stay at accommodation that has a sustainability certification – a factor that is quite consistent across all age groups: Boomers (35%), Gen X (35%), Millennials (36%) and Gen Z (35%).
“We are encouraged by the broad range of ways travellers are already traveling more sustainably, and how they plan to continue,” D’Silva added. “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.” Read more here.
