84% of Greeks say they are moving towards more sustainable travel choices, however, the new report by Booking.com reveals significant differences between generations, both in terms of intention and behaviour.
An interesting “gap” between theory and practice is illustrated by Booking.com’s 11th annual Travel and Sustainability Report, which is based on data from 32,500 travellers in 35 markets worldwide.
According to the findings, 85% of international travellers and 84% of Greeks state that they consider more sustainable travel to be important. However, a “generational paradox” emerges: whilst younger generations appear to be more aware, it is the older generations who ultimately implement sustainable practices more systematically.
Specifically, only 47% of Baby Boomers say they want to travel more sustainably over the next year, compared with 75% of Gen Z. However, it is the older generations who adopt more specific behaviours, such as reducing waste, saving energy and supporting local businesses.
At the same time, younger generations seem to excel in other areas, such as seeking out experiences related to local culture or the conservation of nature and wildlife.
Extreme weather events influence travel choices
A common factor across all age groups is now extreme weather events, which directly affect travel planning. Globally, 74% of travellers say they take the risk of extreme events into account when choosing both a destination and a travel period, whilst in Greece the figure is 66%.
At the same time, 68% travellers worldwide avoid destinations associated with such phenomena, whilst more than half say that they have already altered or changed their travel plans as a result.
A shift towards off-peak travel and less crowded destinations
Sustainability now extends to the way in which travellers choose their destination and time of travel. 43% of international travellers state that they intend to avoid crowded destinations, whilst 42% plan to travel outside peak periods. In Greece, the corresponding percentages are 48% and 52%.
This trend is directly linked to the growing awareness of overtourism, but also to the need for more comfortable and high-quality travel experiences.
Demand for sustainable accommodation is on the rise
At the same time, staying in accommodation with sustainability certification is becoming increasingly popular across all age groups, with around one in three travellers stating that they intend to choose such options in the near future.
This trend is illustrated by the fact that, in 2025, over 100 million nights were spent in certified sustainable accommodation via Booking.com’s platform.
As Danielle D’Silva, the company’s Sustainability Director, points out, travellers are gradually making more conscious choices, whether in terms of their choice of destinations or their travel and accommodation arrangements.
The report shows that sustainability is no longer just a trend, but a key factor shaping travellers’ behaviour, with different generations taking different paths towards the same goal.
Source: tourismtoday.gr