The key facts

  • 75.4% of respondents call sustainability important when making travel decisions, and 56.8% consciously choose sustainable options
  • 37.2% take into account the risk of weather disruptions; 29.9% have already postponed a trip because of the weather
  • Nearly six in ten Generation Z and millennials are willing to pay more for a sustainable experience, but 32.9% of all respondents — only 1–5%

What the survey showed

Trip.com has published its Sustainable Travel Consumer Report, based on a survey of 8,777 respondents from 29 countries across four regions of the world, Euronews reports. According to the survey, 75.4% of participants called sustainability 'important when making travel decisions', while 56.8% consciously choose more sustainable travel options. Against the backdrop of climate change, 37.2% of travelers take into account a lower risk of weather disruptions when choosing a destination.

The weather is already changing plans

Extreme weather events, according to the survey, have already forced tourists to revise their plans: 29.9% of respondents postponed or rescheduled a trip, 23.6% changed the season or timing of their travel, and 21.9% changed their destination. These figures were published after Europe experienced a summer that, according to a separate report, was 'the toughest on record'. When assessing a destination's appeal, 56% of respondents highlight well-developed public transport and low-carbon travel options, and 50.6% point to the preservation of natural and cultural heritage.

Generation Z versus baby boomers

Young travelers, according to the report, show 'more active engagement with sustainable tourism — from intentions and actions to platform choice': among Generation Z, 44.3% consider sustainability 'very important' when planning trips, compared with only 23% of baby boomers. Young people are interested in experiences — train journeys, active recreation and hotels with sustainable practices — while older travelers prefer less crowded places and trips outside peak seasons. Nearly six in ten Generation Z and millennials are willing to pay more for a sustainable travel experience, although across the sample as a whole, 32.9% are willing to pay only 1–5% extra. The report notes that price sensitivity 'does not necessarily mean an unwillingness to spend extra' on sustainable travel.

What travelers consider an 'upgrade' to a trip

The most popular sustainable choice that, in respondents' view, enhances the experience was exploring nature and visiting natural areas — 41.6%. These are followed by scenic rail routes (34.1%), trips to lesser-known destinations with fewer tourists (32.7%), staying at hotels with strong sustainability policies (31.9%) and off-season travel (29.6%). Trip.com Group CEO Jane Sun said that sustainability 'is becoming an important part of what travelers value', calling it 'not only a responsibility, but also a way to get more out of the experience'.