Booking.com’s 2026 Travel & Sustainability Report uncovers gap between sustainability intentions and actions according to findings.
Booking.com just debuted its 11th annual research report into consumer attitudes and understanding of the social and environmental impact of travel. This report features insights from 32,500 travellers across 35 markets globally, with this year’s research spotlighting a generational paradox.
Let’s dive into the latest findings:
Actions speak louder than words when it comes to 2026 travel
While Boomers (61+) are the least likely to say they plan to travel more sustainably in the next year (53% versus 57% of Gen X, 72% of Millennials, and 78% of Gen Z), research suggests they are more likely to back their intentions with action than younger generations.
For instance, the report finds that 57% of North American Boomers intend to reduce energy consumption (such as turning off air conditioning and lights in their room when they aren’t there), compared to 51% of Gen X, 40% of Millennials and 42% of Gen Z. As well, 63% of North American Boomers say they will shop more at local, independent stores on their trips compared to 55% of Gen X, 46% of Millennials, and 54% of Gen Z.
However, there are some areas where younger generations lead on more sustainable behaviours–especially when it comes to learning about local cultures, indigenous communities or the conservation of wildlife. For example, nearly a third of Gen Z (31%) and Millennials (28%) had participated in a tour or activity where they learned about or interacted with local indigenous people or cultures, compared to 18% of Gen X and 21% of Boomers in the last twelve months.
Extreme weather can affect all age groups of travellers
While travellers may differ in how closely their actions align with their intentions, extreme weather is continuing to shape travel decisions across all age groups. Nearly three-quarters (74%) of Canadian travellers consider extreme weather risks when selecting destinations, and 78% factor it into the timing of their trips.
Many actively avoid destinations prone to extreme weather (65%), while roughly half report that unpredictable weather makes travel planning more difficult (53%) and stressful (49%). In fact, according to the study, 24% have changed or cancelled travel plans in the past year due to extreme weather or natural disasters.
A broad adoption of sustainable travel moving forward
Interest in sustainable accommodations is becoming more consistent across generations, with over a third of North American travellers in each age group planning to stay at properties with sustainability certifications in the next year (Boomers 41%, Gen X 40%, Millennials 39%, Gen Z 36%).
This aligns with broader adoption of certified stays, with travellers booking 100 million room nights at certified properties in 2025. Beyond accommodation choices and familiar behaviours like reducing waste and energy use, travellers are increasingly considering when and where they travel.
In Canada, 46% plan to avoid overcrowded destinations, 48% intend to travel outside peak season, and 25% will seek cooler climates. Motivations include reducing overtourism (43%) and easing pressure on destinations during peak periods (29%), reflecting a growing awareness of tourism’s social and environmental impacts.
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Published by HOLR Magazine