Study Reveals Which Age Group Cares More About Sustainable Travel
Who does more to protect the planet when traveling: Boomers, GenXers, Millennials, or GenZers? The verdict is in!
Booking.com has released its 11th annual research report into consumer attitudes and understanding of the social and environmental impact of travel—and the results are surprising.
With insights from 32,500 travelers across 35 markets globally, this year’s research highlights a generational paradox. While 85% of travelers at all ages say that more sustainable travel is important or very important to them, younger generations express stronger sustainability intentions but take fewer practical actions, whereas older generations demonstrate greater commitment through concrete behaviors.
Although less than half (47%) of the Boomer survey respondents (61+), say they want to travel more sustainably in the coming 12 months, compared to 60% of Gen Xers (45-60), 71% of Millennials (29-44) and 75% of Gen Z (18-28), research shows that perhaps their actions speak louder than words. Because when it comes to the practical steps travelers are taking to be more sustainable, it seems older generations are more action oriented than younger ones.
Walking the Environmental Talk
Of those who intend to travel more sustainably over the next year, two-thirds of Boomers (67%) say they will reduce general waste when traveling compared to 56% of Gen X, 52% of Millennials, and less than half of Gen Z (48%). 60% of Boomers intend to reduce energy consumption (such as turning off air conditioning and lights in their room when they aren’t there), compared to 51% of Gen X, 46% of Millennials, and 42% of Gen Z. 59% of Boomers say they will shop more at local, independent stores on their trips compared to 50% of Gen X, 44% of Millennials, and 42% of Gen Z.
And perhaps, unsurprisingly, older generations were much more likely to report plans to travel outside of peak season: Boomers (63%), Gen X (48%), Millennials (41%), and Gen Z (36%). That said, there are some areas where younger generations lead on more sustainable behaviors, particularly when it comes to learning about local cultures, indigenous communities, or the conservation of wildlife:
Nearly a third of Gen Z (31%) and Millennials (29%) had participated in a tour or activity where they learned about or interacted with local indigenous people or cultures, compared to 23% of Gen X and 18% of Boomers in the last twelve months. And almost a quarter of Gen Z (24%) and Millennials (23%) 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: A Concern for All Ages
While generations may differ on what they say versus what they do, extreme weather is actively reshaping travel choices and timings, becoming a significant consideration for all age groups. Nearly 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, 55% find extreme weather stressful when booking a trip, and 55% feel unpredictable weather makes it hard to know when to travel.
Strikingly, almost a third of travelers globally (31%) reported having canceled or changed trip plans in the past twelve months due to extreme weather or natural disasters (e.g., high temperatures, storms, wildfires, floods, etc.). More than half of those surveyed (55%) said that certain destinations had become too hot to visit when they wanted to, and that they had removed destinations from their travel wish list due to news of extreme weather or natural disasters (52%). Similarly, in a survey of 3,715 hotel and accommodation providers across 18 countries by Booking.com*, 24% said they had also experienced operational disruptions due to extreme weather in 2025, and 40% of them had adjusted their operations in response to existing or potential climate-related risks such as heatwaves or storms.
Broader Understanding of More Sustainable Ways to Travel
The efforts properties are making to operate more sustainably is, in fact, of equal importance across all ages: with 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 travelers booked 100 million room nights at properties with a third-party sustainability certification in 2025 on Booking.com.
Alongside staying at properties that have a sustainability certification, and well-known behaviors like reducing waste, energy consumption and avoiding harm to wildlife, making conscious decisions about the timing and destination of trips are part of a broader understanding of how people plan to travel more sustainably in 2026.
Globally 43% of all travelers say they plan to avoid overcrowded tourist destinations (up 11% YoY), 42% plan to travel outside of peak season, and 25% will seek out destinations with cooler temperatures. Of those choosing quieter destinations, 44% state a desire to avoid contributing to overtourism, and 37% of those travelling outside of peak season want to reduce pressure on destinations, in line with a growing understanding of the impact of travel on communities as well as the environment.
“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, Booking.com.
“We are encouraged by the broad range of ways travelers are already traveling more sustainably, and how they plan to continue. Whether that’s the 100 million room nights travelers 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. As a global leader in travel, we want to make it easier for both travelers and partners to continue to make these more sustainable choices so that everyone can continue to enjoy the benefits that travel brings, and that destinations can continue to be enjoyed by visitors and residents alike.”
— Source: 2025 Booking Holdings Sustainability Report
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