Booking.com: Annual travel and sustainability report 2026

The Booking.com platform has published its 11th annual report on consumer attitudes and understanding regarding the social and environmental impact of travel.

The research was commissioned by Booking.com and independently conducted on a sample of 32,500 respondents across 35 countries and territories. To participate, respondents had to be 18+ years old, have traveled at least once in the last 12 months, plan a trip in 2026, and be either the primary decision-maker or involved in the decision-making process for their travel. The survey was conducted online in January 2026. The age ranges for each generation were defined as: Generation Z 18-28, Millennials 29-44, Generation X 45-60, and Boomers 61+.

While 85% of travelers across all age groups say that more sustainable travel is important or very important to them, this year's research highlights a generational paradox:

• Younger generations express stronger intentions toward sustainability but take fewer practical actions.

• Older generations show greater commitment through concrete behaviors, despite being less vocal about their beliefs.

Although less than half (47% ) of Boomer (61+) respondents in the survey say they want to travel more sustainably in the next 12 months, compared to 60% of Generation X (45-60), 71% of Millennials (29-44), and 75% of Generation Z (18-28), the research shows that perhaps their actions speak louder than words. Namely, when it comes to the practical steps travelers take to be more sustainable, older generations seem to be more action-oriented than younger ones:

• Of those who intend to travel more sustainably over the next year, two-thirds of the Baby Boomer generation (67%) say they will reduce overall waste during their travels, compared to 56% of Generation X, 52% of Millennials, and less than half of Generation Z (48%).

• 60% of Boomers intend to reduce energy consumption (such as turning off air conditioning and lighting in the room when they are not there), compared to 51% of Generation X, 46% of Millennials, and 42% of Generation Z.

• 59% of Boomers say they will shop more at local, independent stores on their trips, compared to 50% of Generation X, 44% of Millennials, and 42% of Generation Z.

• Older generations (perhaps unsurprisingly) were much more likely to report plans for traveling outside of peak season: Boomers (63%), Generation X (48%), Millennials (41%), and Generation Z (36%).

Additionally, there are some areas where younger generations lead the way in more sustainable behavior, especially when it comes to learning about local cultures, indigenous communities, or wildlife conservation:

• Nearly a third of Generation Z (31%) and Millennials (29%) participated in a tour or activity where they learned about or interacted with local indigenous people or cultures, compared to 23% of Generation X and 18% of Baby Boomers in the past twelve months.

• Nearly a quarter of Generation Z (24%) and Millennials (23%) participated in a tour or activity that contributed to the health or conservation of the local ecosystem or wildlife, compared to 16% of Generation X and 9% of Baby Boomers.

"This year’s Travel and Sustainability Report shows that while generations may have different understandings of what constitutes more sustainable travel, adapting to extreme weather conditions and actively avoiding crowds are now norms across all age groups," says Danielle D’Silva, director of sustainability at Booking.com. "We are encouraged by the wide range of ways travelers are already traveling more sustainably and how they plan to continue. Whether it's the 100 million room nights booked by travelers with accommodation partners displaying a third-party sustainability certification on our platforms in 2025, using public transport or renting an electric vehicle to get around on their trips, or even choosing cooler and quieter destinations. As a global leader in travel, we want to make it easier for both travelers and partners to continue making these more sustainable choices so that everyone can continue to enjoy the benefits that travel brings, and destinations can remain popular for both visitors and residents alike."

Source and photo: Booking.com