84% of Greeks declare orientation towards more sustainable travel choices, however, the new report by Booking.com reveals significant differences between generations, both in terms of intention and practice.
An interesting “gap” between theory and practice is captured by Booking.com’s 11th annual Travel and Sustainability Report, which is based on data from 32,500 travelers in 35 markets worldwide.
According to the findings, 85% of travelers internationally and 84% of Greeks state that they consider more sustainable travel important. However, a “generational paradox” emerges: while younger generations appear more aware, older ones are the ones who ultimately implement more systematically sustainable practices.
Specifically, only 47% of Baby Boomers say they want to travel more sustainably in the next year, compared to 75% of Gen Z. However, older generations are the ones who adopt more specific behaviors, 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 experiences related to local culture or conserving nature and wildlife.
Extreme weather events change travel choices
A common denominator for all age groups is now extreme weather events, which directly affect travel planning. Globally, 74% of travelers say they take the risk of extreme events into account when choosing both a destination and a travel period, while in Greece the percentage is 66%.
At the same time, 68% internationally avoid destinations associated with such phenomena, while more than half state that they have already affected or changed their travel plans because of them.
Shift to off-peak travel and less saturated destinations
Sustainability now extends to the way of choosing a destination and time of travel. 43% of travelers internationally state that they intend to avoid crowded destinations, while 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 quality travel experiences.
Demand for sustainable accommodation is increasing
At the same time, staying in accommodation with sustainability certification is gaining ground across all age groups, with around one in three travellers stating that they intend to choose such options in the near future.
Indicative of the trend is that in 2025, over 100 million nights were spent in certified sustainable accommodation through Booking.com’s platform.
As Danielle D’Silva, the company’s Sustainability Director, points out, travellers are gradually adopting more conscious choices, whether through the choice of destinations or through their travel and accommodation.
The report demonstrates that sustainability is no longer just a trend, but a key factor shaping traveller behaviour, with generations following different paths towards the same goal.
Source: tourismtoday.gr