A new global study by Booking.com highlights a striking generational divide in sustainable travel habits, revealing that while younger travelers express stronger environmental intentions, older generations are more likely to turn those intentions into action.
The findings are based on responses from 32,500 travelers across 35 markets and examine how different age groups approach the environmental and social impact of travel.
Intentions vs Actions
According to the report, younger generations show the highest willingness to travel more sustainably over the next 12 months. Around 75% of Generation Z and 71% of Millennials expressed this intention, compared to 60% of Generation X and just 47% of Baby Boomers.
However, the data suggests that older travelers are more consistent when it comes to real-world behavior. Among those planning to travel sustainably, 67% of Baby Boomers said they would reduce waste during trips, compared to 56% of Generation X, 52% of Millennials, and 48% of Generation Z.
Similarly, 60% of older travelers aim to cut energy use—such as turning off lights or air conditioning—while younger groups report lower rates. Older generations are also more likely to shop locally and travel outside peak seasons.
Where Younger Travelers Lead
Despite this gap, younger travelers are more engaged in activities that promote cultural awareness and environmental protection.
Nearly one-third of Generation Z and Millennials reported participating in experiences that explore local culture, compared to lower participation among older groups. They are also more likely to join activities that support ecosystems and wildlife conservation.
Climate Concerns Reshape Travel
Across all age groups, extreme weather is becoming a major factor in travel planning.
Nearly three-quarters of respondents globally said they consider the risk of extreme weather when choosing both destinations and travel periods. In Greece, the figure stands at 66%.
Globally, 68% of travelers said they actively avoid destinations known for severe weather conditions, while more than half reported feeling stressed about such risks when booking trips.
The impact is already visible: 31% of travelers worldwide said their plans were disrupted or canceled in the past year due to extreme weather events or natural disasters. In Greece, that figure is lower but still significant at 17%.
Shifting Travel Habits
The study also points to a broader shift in how people plan their trips. More travelers are choosing less crowded destinations, traveling outside peak seasons, or seeking cooler climates.
Globally, 43% of respondents said they intend to avoid overcrowded tourist hotspots, while 42% plan to travel during off-peak periods. In Greece, these figures are even higher.
Sustainability is also influencing accommodation choices, with more than one-third of travelers across all age groups planning to stay in certified sustainable properties. In 2025 alone, 100 million overnight stays were booked through the platform in accommodations with third-party sustainability certifications.
A Changing Travel Landscape
The report underscores a growing awareness of the environmental impact of travel, alongside practical changes in behavior driven by climate concerns.
While generational attitudes differ, the overall trend points toward a more conscious approach to tourism—one shaped not only by values, but increasingly by real-world challenges such as extreme weather and overcrowding.
