# Booking.com's Travel and Sustainability Research: Generational Paradox and Extreme Weather Impact

**Publisher:** Booking.com  
**Published:** n/a  
**Category:** Travel tech  
**Type:** Survey  
**Access:** Free  
**Official source:** https://news.booking.com/bookingcoms-latest-travel-and-sustainability-research-reveals-unexpected-generational-paradox  
**Canonical:** https://tourismintel.ai/reports/booking-coms-latest-travel-and-sustainability-research-reveals-unexpected-genera

## At a glance
- 85% of travellers say sustainable travel is important, yet younger generations express stronger intentions but take fewer concrete actions than older cohorts.
- 74% consider extreme weather when choosing destinations and timing; 31% cancelled or changed plans due to weather in the past year.
- 67% of Boomers intend to reduce waste versus 48% of Gen Z; older generations lead on practical sustainability behaviours.
- 100 million room nights booked at certified sustainable properties on Booking.com in 2025; 43% of travellers plan to avoid overcrowded destinations (up 11% year-on-year).
- Gen Z and Millennials lead on experiential sustainability: 31% and 29% participated in indigenous culture activities versus 18% of Boomers.

## What the report covers
Booking.com's 11th annual survey into traveller attitudes towards sustainable travel, published April 2026. The report captures insights from 32,500 travellers across 35 global markets, examining generational differences in sustainability intentions versus actions, extreme weather's role in travel decisions, and emerging patterns in destination and timing choices. The research identifies how travel behaviour is shifting in response to climate concerns and overtourism.

## Key findings
A pronounced generational paradox shapes sustainability commitment. Although 75% of Gen Z and 71% of Millennials intend to travel more sustainably in the next 12 months, compared to 60% of Gen X and 47% of Boomers, the survey reveals older generations translate intentions into action more consistently. For example, 67% of Boomers intend to reduce general waste whilst travelling versus 48% of Gen Z; 60% of Boomers plan to reduce energy consumption compared to 42% of Gen Z; and 59% of Boomers will shop at local stores versus 42% of Gen Z.

Extreme weather has become a defining factor in travel planning across all age groups. The survey finds 74% of travellers consider extreme weather risk when choosing destinations and deciding when to travel. Critically, 31% of travellers globally reported cancelling or changing trip plans in the past 12 months due to extreme weather or natural disasters. More than half (55%) say certain destinations have become too hot to visit, and 52% have removed destinations from their wish list following extreme weather news.

Younger generations demonstrate stronger engagement with experiential and community-focused sustainability. Nearly a third of Gen Z (31%) and Millennials (29%) participated in tours or activities focused on indigenous cultures in the past year, compared to 23% of Gen X and 18% of Boomers. Similarly, 24% of Gen Z and 23% of Millennials participated in wildlife or ecosystem conservation activities versus 9% of Boomers.

Overtourism avoidance and off-peak travel are emerging as mainstream strategies. According to the report, 43% of all travellers plan to avoid overcrowded destinations (up 11% year-on-year), 42% plan to travel outside peak season, and 25% seek cooler destinations. Among those choosing quieter destinations, 44% cite a desire to avoid contributing to overtourism. Notably, 63% of Boomers plan off-peak travel versus 36% of Gen Z.

## Key numbers
| Metric | Value | Note |
|---|---|---|
| Travellers who consider sustainable travel important or very important | 85% | All ages; observed; n=32,500 across 35 markets; January 2026 |
| Travellers who consider extreme weather risk when choosing destination and timing | 74% | Observed; all ages; January 2026 |
| Travellers who cancelled or changed trips due to extreme weather in past 12 months | 31% | Global; observed; January 2026 |
| Room nights booked at certified sustainable properties on Booking.com | 100 million | 2025 calendar year; observed booking activity |
| Travellers planning to avoid overcrowded destinations | 43% | Up 11 percentage points year-on-year; January 2026 |
| Boomers intending to reduce waste when travelling | 67% | Of Boomers who intend to travel more sustainably; versus 48% Gen Z; January 2026 |
| Hotel and accommodation providers experiencing operational disruption from extreme weather | 24% | 2025; n=3,715 providers across 18 countries; February 2026 |
| Gen Z participants in indigenous culture activities in past 12 months | 31% | Versus 18% of Boomers; January 2026 |

## Why it matters
**DMOs & destinations** — Destinations must address dual imperatives: mitigating overtourism and adapting to extreme weather. The report shows 43% of travellers avoid crowds (up 11% annually) and 42% target off-peak periods, offering shoulder-season marketing opportunities. Simultaneously, 52% have removed destinations from wishlists due to extreme weather news, requiring DMOs to communicate climate resilience measures.

**Hotels & hospitality** — The 100 million certified sustainable room nights booked in 2025 represents significant commercial momentum, with one-third of each generation planning certified bookings in 2026. However, operational resilience is critical: 24% of accommodation providers reported weather disruptions in 2025, and 40% adjusted operations for climate risks. Properties must balance sustainability certification with visible climate adaptation strategies.

**Travel tech & distribution** — Platforms must surface sustainability credentials and climate-risk information prominently: 74% of travellers factor extreme weather into decisions, 43% avoid crowds, and 42% seek off-peak travel. The generational paradox suggests UX design must simplify sustainable choice-making for younger users. Data integration linking certifications, weather resilience, and off-season availability will differentiate offerings.

## Methodology and limits
Independent online survey commissioned by Booking.com, conducted January 2026 among 32,500 respondents aged 18+ across 35 countries and territories. Respondents had travelled at least once in the past 12 months and were planning to travel in 2026; they were primary decision-makers or involved in travel planning. Generations defined as: Gen Z 18–28, Millennials 29–44, Gen X 45–60, Boomers 61+. A separate provider survey of 3,715 hotel and accommodation partners across 18 countries was conducted February 2026. All figures represent observed survey responses and reported behaviours; no forecasts are made. This brief is based on publicly available summary material.

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© Booking.com for the original report. This brief is an original editorial summary by TourismIntel (https://tourismintel.ai). Read the original: https://news.booking.com/bookingcoms-latest-travel-and-sustainability-research-reveals-unexpected-generational-paradox