Sustainable tourism across generations: Why the intentions of the young and the habits of the old are key for travel tech?
Latest global Booking.com research uncovers the paradox between declarative support for ecology and actual habits on the ground, opening up space for the B2B sector to more precisely profile its offerings.
The eleventh annual Sustainable travel report, conducted by Booking.com on a representative sample of 32,500 respondents, provides data that could fundamentally change how agencies, tour operators, and technological platforms structure their products. Although a high percentage of 85 percent of global travellers highlights the importance of environmental conservation, a deeper analysis of behaviour by age group shows a serious generational gap. Younger travellers lead in vocal environmental stances, but when it comes to concrete, everyday steps and resource optimisation, older generations are unknowingly taking the lead in sustainability.
Pragmatism of older generations versus the theory of younger generations
Statistics clearly disprove the assumption that younger generations are necessarily the most environmentally responsible guests. While three-quarters of Generation Z and 71 percent of millennials declaratively wish to travel more sustainably in the next year, their actual practice lags behind what the oldest travellers do. Among those planning greener trips, a significant 67 percent of so-called baby boomers intend to actively reduce waste, a goal shared by less than half of the youngest travellers (Generation Z).
This pattern is also evident in energy efficiency and consumption. Sixty per cent of baby boomers plan to switch off air conditioning and lights when leaving their hotel room, compared to only 42 per cent of Generation Z. For the tourism sector, especially hoteliers, this is a clear signal that technological solutions for saving energy in rooms (smart room systems) must be automated, given that the awareness of younger, digitally native guests in this segment cannot yet be relied upon one hundred per cent.
Shifting seasons and the local economy as a domain for more experienced travellers
Management overtourism (overtourism) guest dispersion outside the main summer months are key objectives of modern destination management. Data shows that older travellers are precisely the most concrete allies in solving this problem. As many as 63 percent of Boomers plan their trips outside peak season loads, while just over a third of Generation Z representatives plan to do the same.
Furthermore, sustainability also implies support for the local community through the dispersal of income. 59 percent of the oldest respondents plan to shop in independent, local stores at their destination, while this percentage drops to 44 and 42 percent among millennials and Generation Z, respectively. DMC and tour operator This data suggests that off-season package deals and those based on local gastronomy and authentic shopping should primarily be targeted at travellers over 45.
Where do younger passengers take the lead?
Despite falling behind in resource saving, younger generations show a strong interest in regenerative tourism and the social aspect of sustainability. When it comes to ecosystem preservation, wildlife protection, and learning about indigenous cultures, Generation Z and millennials are convincingly leading the way.
Nearly a third of younger travellers have actively participated in tours involving interaction with local communities and education about their heritage in the past year, while in the oldest age group, this figure stands at a modest 18 per cent. A similar ratio has been maintained for activities that directly contribute to the preservation of local flora and fauna. This opens up opportunities for travel tech companies and agencies to offer personalised, experiential packages with a strong social responsibility component to younger clients through mobile applications and platforms.
Trends are also changing in terms of transparency. According to Booking.com data, in 2025, as many as 100 million overnight stays were recorded in accommodation facilities with independent third-party sustainability certification. Adapting to extreme weather conditions and avoiding mass crowds are becoming universal standards for all age groups. For the global travel industry, the challenge is no longer to convince customers of the importance of sustainability, but rather to facilitate decision-making for guests of all generations through technological tools and clear environmental certifications – regardless of whether their contribution manifests through saving electricity or through volunteering in the local ecosystem.
