The latest research from Booking.com regarding sustainability reveals decisive changes in the way the world travels in 2026. From diversified habits across generations to the impact of extreme weather events, travel decisions are now shaped by new, powerful trends.
With the participation of 32,500 travelers from 35 markets, the 11th annual report on Sustainable Travel records how shifting priorities are driving demand toward more eco-friendly travel experiences. Below, we analyze the key trends of the year and suggest practical steps to attract environmentally conscious guests.
1. The generational gap in sustainable travel habits
Sustainability is interpreted differently depending on the generation. While 85% of travelers recognize its importance, the research highlighted a clear differentiation in practice:
Older generations: 60% of Boomers focus on energy saving and waste reduction, often preferring travel outside of peak periods.
Younger generations: Gen Z (75%) and Millennials (71%) place greater emphasis on authentic, local experiences and actions that protect the environment and wildlife.
Suggestions for your property:
Energy upgrade: Invest in solutions such as LED lighting and renewable energy sources to reduce your footprint and operational costs.
Communication with the guest: Place elegant, informative signs that encourage guests to turn off lights or the air conditioning when they are away.
Local connectivity: Collaborate with local businesses and local guides to offer authentic experiences that satisfy all age groups.
2. Extreme weather events: The impact on travel planning
Climate is now a critical factor for bookings. 31% of travelers have canceled or modified their trip in the last year due to extreme weather events.
Overall, 74% of travelers take weather conditions seriously when choosing a destination. At the same time, tourism professionals state that heatwaves and storms have led to changes in operational procedures for 40% of properties.
Suggestions for your property:
Flexible policies: Adjust your cancellation policy to cover cases of extreme weather events, building a relationship of trust.
Highlighting amenities: Update your property’s photo gallery, showcasing cooling systems, ceiling fans, and shaded terraces.
Comfort amenities: Equip your property with essentials for hot days, such as fans, umbrellas, or cold water dispensers.
3. The growing demand for certified sustainability
In 2025, over 100 million stays were booked in properties with sustainability certification. Travelers are now seeking quieter and cooler destinations, with 43% avoiding crowded areas.
Suggestions for your property:
Certifications: Obtain certification from an independent body and display the relevant label on the platform, earning the trust of the 36% of travelers who look for such properties.
Education: Utilize the educational programs of the United Nations Tourism organization to adopt more sustainable hospitality practices.
Strategic positioning: If your property is located in a cooler or quieter area, promote it as the ideal “refuge” for guests looking for alternative and less touristic destinations.
The research was commissioned by Booking.com and conducted among a sample of 32,500 respondents in 35 countries and territories. The sample consisted of citizens over 18 years old, who had to have traveled at least once in the last 12 months, to be planning to travel within 2026, and to be either the main decision-maker or to participate in the decision-making process regarding their trip.
The research was conducted online in January 2026. The age range for each generation was defined as follows: Gen Z (18-28 years old), Millennials (29-44 years old), Gen X (45-60 years old), and Baby Boomers (61 years and older).
The research was conducted among 3,715 partners in Australia, Austria, Brazil, China, Croatia, France, Germany, Greece, India, Indonesia, Italy, Japan, Mexico, Portugal, Spain, Thailand, the United Kingdom, and the USA. It was carried out on behalf of Booking.com during the period of February 3–16, 2026.
