Booking.com's Sustainability Report Reveals Generational Paradox: Younger Travelers Talk Green, Older Ones Act It

Booking.com's 11th annual Travel & Sustainability Report is out — and it surfaces a counterintuitive finding that should give the industry pause: Gen Z talks the loudest about sustainable travel, but Boomers quietly outperform them on almost every measurable action.

The Headline Numbers

The report drew on 32,500 travelers across 35 countries, surveyed in January 2026. Overall, 85% of respondents say sustainable travel is important or very important to them — a broadly consistent share across all ages. Where the generations diverge is intent versus behavior.

Younger cohorts express stronger sustainability ambitions: 75% of Gen Z (18–28) and 71% of Millennials (29–44) say they want to travel more sustainably in the next 12 months, compared to 60% of Gen X (45–60) and just 47% of Boomers (61+). But when it comes to what travelers actually plan to do, the picture flips.

Older Travelers Lead on Concrete Actions

Of those intending to travel more sustainably this year:

• 67% of Boomers plan to reduce general waste while travelling, versus 48% of Gen Z.
• 60% of Boomers will cut energy consumption (turning off A/C and lights), versus 42% of Gen Z.
• 59% of Boomers will shop at local, independent stores, versus 42% of Gen Z.
• 63% of Boomers plan to travel outside peak season — nearly double Gen Z's 36%.

Younger generations do lead in one area: cultural engagement. Around 31% of Gen Z and 29% of Millennials participated in a tour or activity focused on local indigenous cultures in the past year, compared to 23% of Gen X and 18% of Boomers.

Climate Risk Reshaping Travel Across All Ages

Extreme weather has become a cross-generational planning factor. Nearly three-quarters of all respondents (74%) say they factor in extreme weather risk when choosing both destination and timing. Globally, 31% have canceled or changed a trip in the past 12 months due to extreme weather or natural disasters. More than half (55%) find unpredictable weather stressful when booking, and 52% have removed destinations from their wish lists after hearing reports of extreme weather.

What It Means for the Industry

"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," said Danielle D'Silva, Director of Sustainability at Booking.com. "We are encouraged by the broad range of ways travelers are already traveling more sustainably."

One concrete data point: travelers booked 100 million room nights at properties displaying a third-party sustainability certification on Booking.com's platform in 2025. Demand for certified accommodation is not an edge-case behavior.

The 2026 Booking Holdings Sustainability Report is due for publication on April 21, 2026.