Three in four travellers say sustainability matters
Three in four travellers now say sustainability is important when they make travel decisions, according to Trip.com Group’s 2026 Sustainable Travel Consumer Report, published on 27 October 2026. The survey of 8,777 respondents across 29 markets in four regions found that 56.8% now intentionally choose more sustainable options when they travel.
Alongside the report, Trip.com Group has launched My Travel Impact, a new feature in the Trip.com app that brings a traveller’s more sustainable choices across hotels, flights and rail together in one dashboard.
“Making travel a positive force for the world it connects is a shared responsibility,” said Jane Sun, chief executive officer of Trip.com Group. “We believe every journey can make a difference, and we are working to make sustainability part of the travel experience.”
What motivates greener choices — and what holds travellers back
Environmental responsibility was the leading motivation for choosing more sustainable travel, cited by 52.5% of respondents, followed by preserving destinations for future generations at 50.8%. Nearly half, 44.4%, also pointed to more authentic travel experiences.
Higher prices remain the biggest barrier, cited by 37.1% of travellers, followed by inconvenience or additional effort at 29.8% and difficulty identifying more sustainable options at 27.1%. Price (64.1%) and quality and comfort (61.8%) remain the leading considerations when choosing travel overall.
FAKTA: Key findings at a glance
- 75.4% of travellers say sustainability is important when making travel decisions.
- 56.8% intentionally choose more sustainable travel options.
- The report surveyed 8,777 respondents across 29 markets in four regions.
- My Travel Impact combines certified sustainable hotel stays and estimated emissions savings from flights and rail in one dashboard.
- 62.0% of travellers have adjusted at least one aspect of a trip because of extreme weather.
How My Travel Impact works
My Travel Impact draws on three parts of the journey. For hotels, it counts nights stayed at properties carrying Trip.com’s Certified Sustainable label, which is based on recognised third-party certification. For flights, it shows estimated emissions avoided from choosing lower-emission flight options, where comparable data is available, using the Travel Impact Model recommended by Travalyst. For rail, it shows estimated emissions savings from choosing rail over petrol cars, where comparable data is available.
The feature answers a demand the report documents: clear sustainable labels top the list of what travellers want most from online travel agencies, cited by 41.6%, while 32.7% would like a dashboard showing the carbon impact of their bookings. Nearly two-thirds, 64.2%, say more sustainable travel offerings will influence their choice of booking platform.
Younger travellers lead the shift
Generation Z and Millennials show the strongest engagement with more sustainable travel. Nearly seven in ten Gen Z travellers (69.5%) intentionally chose more sustainable travel options, compared with 63.0% of Millennials, 50.6% of Generation X and 40.6% of Boomers. More than three-quarters of Gen Z (76.7%) say more sustainable offerings would influence their choice of online travel agency.
Trip.com Group works with industry partners including the Global Sustainable Tourism Council (GSTC) and Travalyst to support credible certification and consistent emissions information, while responsible travel guidance from organisations such as WWF helps inform the practical tips shared with travellers.
Extreme weather is already reshaping travel plans
Extreme weather is already changing how people travel: 62.0% of travellers adjusted at least one aspect of a trip because of it. Nearly three in ten (29.9%) delayed or rescheduled a trip, 23.6% changed the season or timing of travel, and 21.9% switched destination.
Exploring nature and outdoor destinations (41.6%), scenic rail journeys (34.1%) and visiting lesser-known destinations with fewer crowds (32.7%) lead the options travellers say would improve their experience. Good public transport or lower-carbon mobility (56.0%) and protection of natural and cultural heritage (50.6%) would most increase their interest in visiting a destination.
For readers interested in how cities are building greener visitor transport, see also Chiang Mai’s green electric tram for smart city tourism.
