Booking.com’s latest sustainability report shows 82% of Brits value sustainable travel, but behaviours differ by age, with older travellers taking practical steps and younger groups prioritising cultural and conservation experiences.

A new sustainability report from Booking.com highlights a growing divide between intention and behaviour when it comes to sustainable travel in the UK. While 82% of British travellers say that travelling more sustainably is important to them, the way this is put into practice varies significantly across generations.

The research shows that older travellers are more likely to take practical steps to reduce their environmental impact. Among Baby Boomers, 65% say they always reduce waste when travelling, compared with 56% of Gen X, 50% of Millennials and 43% of Gen Z. A similar pattern appears in energy use, with 60% of Boomers actively cutting energy consumption, such as turning off lights or air conditioning, compared with 52% of Gen X, 46% of Millennials and 38% of Gen Z.

Younger travellers, however, are approaching sustainability in different ways. Gen Z and Millennials are more likely to engage in experiences linked to culture and conservation. Over the past 12 months, 34% of Gen Z and 31% of Millennials have taken part in activities focused on local or indigenous cultures, compared with 22% of Gen X and 17% of Boomers. Participation in conservation-related activities also skews younger, with 22% of Gen Z and 20% of Millennials engaging in efforts to support ecosystems or wildlife, compared with 12% of Gen X and 8% of Boomers.

The findings suggest that while older generations focus on reducing their direct environmental footprint, younger travellers are more interested in experiences that connect them with local communities and natural environments.

Across all age groups, extreme weather is becoming a key factor shaping travel decisions. In the past year, 22% of Brits have cancelled or changed trips due to weather-related concerns. Rising temperatures are also influencing destination choices, with 54% saying some places are now too hot to visit at certain times of year. As a result, 26% are actively seeking cooler destinations, while 45% report removing locations from their travel wish lists altogether.

At the same time, interest in certified sustainable accommodation is consistent across generations. Around a third of travellers in each group say they plan to stay in properties with recognised sustainability certifications over the next year, including 33% of Boomers and Gen X, 35% of Millennials and 32% of Gen Z.

This shift is already reflected in booking behaviour. In 2025, travellers booked 100 million room nights at properties with third-party sustainability certifications through Booking.com, indicating that more sustainable options are becoming part of mainstream travel choices.

Danielle D’Silva, director of sustainability at Booking.com, says: “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. We are encouraged by the broad range of ways travellers are already travelling more sustainably, and how they plan to continue. As a global leader in travel and as an industry, we have an important role to play in making it easier and more accessible for everyone to make more sustainable choices when they travel.”