The annual report from Booking.com on travel and sustainability, based on data from 32,500 travelers in 35 markets, reveals a paradox: although young people declare a greater intention to travel sustainably, it is the older generations who show more commitment to concrete actions.
- Baby Boomers (61+): 47% want to travel more sustainably.
- Generation X (45-60): 60%.
- Millennials (29-44): 71%.
- Generation Z (18-28): 75%.
However, when real practices are analyzed, boomers lead in waste reduction, energy consumption, and local purchases.
Concrete Actions
Among those planning to travel more sustainably in the next 12 months:
- Reduce waste: Boomers (67%), Gen X (56%), Millennials (52%), Gen Z (48%).
- Reduce energy consumption: Boomers (60%), Gen X (57%), Millennials (51%), Gen Z (45%).
- Shop at local businesses: Boomers (59%), Gen X (55%), Millennials (51%), Gen Z (47%).
- Travel off-season: Boomers (63%), Gen X (54%), Millennials (46%), Gen Z (43%).
Younger Generations and Cultural Experiences
The younger generations excel in activities related to culture and conservation:
- Learning about indigenous peoples: Millennials (30%), Gen Z (29%), Gen X (27%), Boomers (18%).
- Conservation excursions: Millennials (25%), Gen Z (24%), Gen X (24%), Boomers (9%).
This shows that young people seek transformative experiences, although their direct environmental impact is less than that of older generations.
The Impact of Extreme Weather
The report also highlights how extreme weather events influence travel decisions:
- 74% consider the risk of extreme conditions when choosing destinations and dates.
- 31% canceled or changed plans in the last 12 months due to natural disasters.
- 55% believe certain destinations have become too hot.
- 52% removed places from their list due to news of fires, floods, or storms.
Sustainable Bookings
In 2025, the global travel community booked 100 million nights in third-party certified sustainable accommodations through Booking.com. Additionally, more than a third of each age group plans to stay in certified properties in the next 12 months.
Trends for 2026
Conscious decisions about dates and destinations are becoming part of sustainability:
- 43% plan to avoid overcrowded destinations.
- 42% will travel off-season.
- 25% will seek cooler destinations.
These choices reflect a growing understanding of the impact of tourism on communities and ecosystems.
The report shows that sustainability in travel is no longer a marginal option but a norm shared by all generations. While young people lead in cultural experiences and conservation, older generations stand out for their concrete impact reduction habits. In a context of extreme and unpredictable weather, traveling sustainably becomes a global necessity.
