Booking.com’s Latest Travel and Sustainability Research Reveals Unexpected Generational Paradox

Booking.com released its 11th annual research report into consumer attitudes and understanding of the social and environmental impact of travel. With insights from 32,500 travelers across 35 markets globally, this year’s research highlights a generational paradox.

Generational Paradox
- Intent vs. Action:
- Younger generations (Gen Z & Millennials) express stronger intentions to travel sustainably (75% Gen Z, 71% Millennials).
- Older generations (Boomers & Gen X) actually take more concrete actions: reducing waste, cutting energy use, shopping locally, and traveling off‑peak.
- Example: 67% of Boomers plan to reduce waste vs. 48% of Gen Z.

Extreme Weather as a Universal Concern
- 74% of travelers consider extreme weather risk when choosing destinations and timing.
- 31% globally had to cancel or change trips in the past year due to weather events.
- Over half (55%) said some destinations are now “too hot” to visit.
- Hotels are adapting: 40% of surveyed properties adjusted operations for climate risks.

Sustainable Accommodation Choices
- Across all generations, about 35% plan to stay at certified sustainable properties in the next year.
- In 2025, travelers booked 100 million room nights at such properties via Booking.com.

Shifts in Travel Behavior
- 43% plan to avoid overcrowded destinations (up 11% year‑on‑year).
- 42% plan to travel off‑season.
- 25% will seek cooler destinations.
- Motivations include reducing overtourism and easing pressure on local communities.

Booking.com’s Perspective
Danielle D’Silva, Director of Sustainability, noted that adapting to extreme weather and avoiding crowds are now mainstream norms across all ages, showing a broader understanding of sustainable travel.

This report highlights a fascinating paradox: younger travelers talk sustainability, but older travelers act on it more consistently. Meanwhile, climate realities are reshaping travel decisions for everyone.