Booking.com Announces Results of 2026 'Sustainable Travel' Survey

According to the survey, 85% of global travelers (71% in Japan) consider sustainable travel to be 'important' or 'very important,' with older generations showing a stronger tendency toward concrete sustainable actions compared to younger ones. Furthermore, about three-quarters of global travelers (74% globally, 68% in Japan) consider the risk of extreme weather when deciding on destinations (74% globally, 65% in Japan) and timing. About one-third of global travelers (31% globally, 16% in Japan) reported canceling or changing travel plans due to extreme weather. 43% of global travelers (40% in Japan) plan to avoid crowded areas, and 42% (49% in Japan) plan to travel during the off-season. Additionally, 25% (15% in Japan) stated they plan to visit cooler destinations. In 2025, Booking.com surpassed 100 million room nights booked at properties with third-party sustainability certifications. Booking.com, the world's leading digital travel platform, announced the results of its 11th annual 'Sustainable Travel' survey, which included over 32,500 travelers across 35 countries and regions. This year's survey highlights an 'unexpected gap' between generations. While 85% of travelers across all age groups recognize sustainable travel as important, younger generations, despite their high awareness, are less likely to translate it into action. In contrast, older generations are more actively engaged in sustainability through concrete actions. The percentage of people planning to travel more sustainably in the next 12 months is lower among Baby Boomers (47%) compared to Gen X (60%), Millennials (71%), and Gen Z (75%). However, when looking at actual actions, older generations are more action-oriented. For instance, 67% of Baby Boomers plan to reduce general waste during travel, surpassing Gen X (56%), Millennials (52%), and Gen Z (48%). Regarding energy consumption, 60% of Baby Boomers intend to reduce usage, higher than Gen X (51%), Millennials (46%), and Gen Z (42%). Off-season travel plans are also more prevalent among older groups, with 63% of Baby Boomers planning to do so, compared to 36% of Gen Z. Nevertheless, younger generations lead in areas like learning about local culture, indigenous communities, and wildlife conservation. About one-third of Gen Z (31%) participated in tours involving local indigenous culture in the past 12 months, surpassing Baby Boomers (18%). Extreme weather is a common concern across all generations. About three-quarters of all respondents consider extreme weather risks when deciding on travel. 68% of global travelers consciously avoid destinations known for extreme weather, and 55% feel stressed about extreme weather when booking. 55% feel that unpredictable weather makes it difficult to determine the right time to travel. Notably, about one-third of global travelers have canceled or changed plans in the past 12 months due to extreme weather or natural disasters. Over half of all respondents (55% globally, 48% in Japan) gave up on travel because the destination was too hot. 52% (42% in Japan) have removed specific destinations from their list due to news reports on extreme weather. Sustainable practices by accommodations are valued across all generations, with over one-third of all age groups planning to stay in certified sustainable properties in the next 12 months. Beyond traditional waste and energy reduction, choosing travel timing and destinations consciously is becoming a new standard for 2026. Danielle D’Silva, Director of Sustainability at Booking.com, stated, 'While perspectives on sustainable travel differ by generation, adapting to extreme weather and consciously avoiding crowds have become a new standard for all generations.'