Following the release of the 11th edition of its annual sustainability report, research conducted by Booking.com has indicated that while 82% of Brits say that more sustainable travel is important to them, there is a gap emerging amongst different age groups when it comes to action vs words around certain sustainable behaviours.
Among those intending to travel more sustainably, the research reveals that it is often older generations that are taking more concrete steps to reduce their environmental impact while travelling. Nearly two-thirds of Boomers (65%) say they will always reduce general waste, compared to 56% of Gen X, 50% of Millennials, and just 43% of Gen Z
Similarly, 60% of Boomers consciously cut energy use where possible when on holiday – such as turning off lights and air conditioning when not in their room, versus 52% of Gen X, 46% of Millennials, and 38% of Gen Z.
However, younger generations are leading in more immersive and education-driven sustainable behaviours. Over the past 12 months, around a third of Gen Z (34%) and Millennials (31%) have taken part in tours or activities focused on local or indigenous cultures – higher than both Gen X (22%) and Boomers (17%).
They are also more engaged in conservation efforts, with 22% of Gen Z and 20% of Millennials participating in activities that support local ecosystems or wildlife, compared to just 12% of Gen X and 8% of Boomers.
While generations may differ on what they say versus what they do, extreme weather is increasingly reshaping travel behaviour across all age groups, with one in five (22%) Brits having cancelled or changed trips in the past year alone.
Rising temperatures are putting some destinations off-limits too, with more than half (54%) saying some places are now simply too hot when they want to visit them, as 26% admit to seeking out destinations with cooler temperatures. And as heatwaves, wildfires, storms and flooding become more frequent, nearly half (45%) are now striking destinations from their wish lists altogether.
Efforts by accommodation providers to operate more sustainably are resonating equally across generations. Around a third of travellers in every age group say they plan to stay in a property with a recognised sustainability certification over the next 12 months: Boomers (33%), Gen X (33%), Millennials (35%) and Gen Z (32%).
“This year’s Travel & Sustainability Report shows that while generations may have different understandings of what constitutes more sustainable travel, adapting to extreme weather and actively avoiding crowds are now norms at all ages” Says Danielle D’Silva, Director of Sustainability, Booking.com. “We are encouraged by the broad range of ways travellers are already travelling more sustainably, and how they plan to continue.”
