The Rise of Sustainable Travel
Sustainability has become a central theme in the tourism industry, with hotels and tour operators highlighting their eco-friendly initiatives. However, this movement is not solely driven by businesses; tourists are also making conscious efforts to ensure their travel experiences are more sustainable.
According to the Booking.com Travel & Sustainability Report 2026, which surveyed 32,500 travelers across countries such as the UK, Spain, Italy, and Germany, 85% of respondents consider sustainable travel important or very important. This report marks its 11th edition and highlights the growing awareness among travelers about the impact of their choices.
Avoiding Overcrowded Destinations
One of the key trends emerging from the report is the shift away from overcrowded tourist spots. The term “overtourism” has gained traction, with residents in places like Barcelona, Lanzarote, and Zante facing challenges due to the influx of visitors during peak seasons.
The report indicates that 43% of travelers plan to avoid crowded destinations, a significant increase from 2025. Additionally, 42% of these travelers intend to visit outside of peak season. There is a noticeable generational divide in this approach, with 63% of Boomers planning off-season trips compared to 41% of Millennials and 36% of Gen Z.
Danielle D’Silva, director of sustainability at Booking.com, noted that while different generations may have varying perspectives on what constitutes sustainable travel, adapting to extreme weather and avoiding crowds have become common practices across all age groups.
Moreover, around a quarter of those surveyed expressed a preference for cooler destinations, signaling the rise of “coolcations.”
Supporting Local Communities and Wildlife
Sustainable tourism extends beyond environmental considerations; it also involves supporting local communities and preserving cultural traditions. Gen Z and Millennials are at the forefront of this movement, with 31% and 29% respectively participating in tours that educate them on Indigenous cultures. In contrast, only 23% of Gen X and 18% of Boomers reported similar experiences.
Nearly a quarter of Gen Z and Millennials have engaged in conservation-focused tours, compared to 16% of Gen X and 9% of Boomers. Travelers can find Indigenous-led experiences through platforms such as Destination Native America or Indigenous Tourism BC.
In addition to participating in tours, shopping locally is another way to support communities. The survey found that 59% of Boomers, 50% of Gen X, 44% of Millennials, and 42% of Gen Z plan to shop at independent stores during their travels.
Choosing Sustainable Accommodation and Travel Options
A significant portion of travelers are also focusing on sustainable accommodation choices. More than a third of each demographic surveyed plans to stay at a hotel or other lodging with a sustainability certification within the next year.
Efforts to promote sustainability in travel are also being supported by initiatives such as Travalyst, a not-for-profit organization founded by Prince Harry. This organization collaborates with partners like Booking.com and Skyscanner to provide travelers with information on emissions and the sustainability of hotels before they book.
