Sustainable Travel in 2026: Booking.com Report Shows a Shift from Intention to Action

According to the report, 85% of travelers say that more sustainable travel is important or very important to them. However, the research also reveals a “say-do gap” between intentions and practical behavior. Younger travelers, especially Gen Z and Millennials, are more likely to express strong sustainability intentions, while older generations often show stronger commitment through concrete actions such as reducing waste, saving energy, shopping locally and travelling outside peak season.

This generational paradox suggests that sustainability communication should not treat travelers as one single audience. Younger travelers may respond more strongly to cultural, community-based and conservation experiences, while older travelers may be more consistent in everyday practical choices.

One of the most important findings of the report is that extreme weather is now directly influencing how people plan and book trips. A large majority of travelers consider weather-related risks when choosing both destination and timing. Many actively avoid destinations known for extreme weather, and almost one third have already changed or cancelled travel plans in the past year because of extreme weather or natural disasters.

This shows that sustainable tourism is increasingly linked to climate adaptation. Choosing cooler destinations, avoiding risky periods and travelling outside peak season are becoming part of more conscious travel planning.

The report also shows that travelers are becoming more aware of overtourism and destination pressure. Many plan to avoid overcrowded tourist destinations or attractions, while a significant share intends to travel outside peak season. Some travelers are also actively looking for cooler destinations.

This is an important message for destinations: sustainability is no longer only about environmental protection, but also about visitor flow management, seasonality, local quality of life and the long-term carrying capacity of places.

Although interest in more sustainable travel is strong, travelers still face several barriers. Many say that finding more sustainable options takes too much time and effort. Others consider these options too expensive, do not trust sustainability labels, or simply do not know where to find more responsible choices.

For tourism businesses and destinations, the lesson is clear: sustainable options must be easy to find, clearly explained, credible and financially accessible. Discounts, practical advice, transparent communication and loyalty programmes can all help travelers make better choices.

Booking.com’s report also looks at how people experience tourism where they live. While many respondents see tourism as positive for local economic growth, jobs, cultural exchange and reputation, they also point to challenges such as traffic congestion, waste, rising living costs, overcrowding and pressure on infrastructure.

This underlines a key principle of sustainable destination management: tourism should not only generate visitor numbers and revenue, but also support local communities, protect resources and improve the quality of life for residents.

The 2026 findings suggest that sustainable tourism is becoming a mainstream expectation. Travelers are looking for credible, practical and climate-aware options, while destinations need to manage seasonality, visitor pressure and local impacts more strategically.

For I-DEST, the message is especially relevant: the future of tourism will depend on clear information, trustworthy sustainability criteria, better destination management and solutions that make responsible choices easier for travelers. Sustainable tourism is no longer a separate category. It is becoming one of the basic conditions for the future of travel.