Sustainability remains increasingly important to travellers around the globe, according to the Booking.com Travel & Sustainability Report 2026. Making that intention a reality remains a challenge, however. The report, based on data from 32,500 respondents across 35 global markets, reveals rising awareness of the importance of sustainable travel and a clear gap between what travellers say they care about and what they actually do.

The research discloses a dramatic generation paradox. Although 85% of the travellers indicate that sustainable travelling is a serious matter, the younger generations of travellers, including Gen Z and Millennials, insist on sustainability-related issues and endeavour to adopt the suggested, practical measures. Older people, in particular, Gen X and Boomers, are more prone to actually taking concrete steps, such as waste reduction, energy conservation, local shopping, and off-peak travelling. 

Extreme weather became one of the global issues that are not restricted to any age group. Almost three-quarters of travellers currently also take into account climate-related risks when booking destinations and time to travel, and 31% of those interviewed said they had cancelled or rescheduled travel in the last year because of extreme weather. Unpredictable weather is also stressful to many travellers, and is transforming the way and when people go on vacation. Another aspect that the report identifies as the desired level of sustainable travel goes beyond the carbon footprint. Avoiding overcrowded attractions, visiting during low tourist seasons and travelling to cooler destinations are becoming the order of the day in order to alleviate the congestion being experienced in the major tourist attraction sites. In 2026, 43 per cent of the travellers intend not to visit overwhelming destinations, and 42 per cent of the travellers wish not to visit in the off-peak seasons. 

Although there is increased awareness, there still exist barriers. Price support, distrust and sceptical views of its sustainability claims as well as the difficulty in finding reliable alternatives, keep travellers at bay. As the report indicates, effective communication, money, and improved advice can be vital in helping to boost more sustainable travel decisions. In general, the results show that sustainable travel is no longer in the niche, but to make it easier, cheaper and more credible to achieve lasting change.