Sustainability has long been a buzzword in tourism, but the conversation is shifting from what hotels and tour operators claim to what travelers themselves are actually doing. Booking.com's 11th Travel & Sustainability Report, based on a survey of 32,500 respondents across the UK, Spain, Italy, Germany, and other countries, shows that 85% of those polled now consider sustainable travel important or very important. The data reveals concrete habits that are reshaping how Europeans explore their own continent and beyond.
Avoiding Overtourism and Embracing Off-Season Travel
Overtourism remains a pressing issue in cities like Barcelona, Lanzarote, and Zante, where summer crowds strain infrastructure and local life. According to the report, 43% of travelers said they plan to avoid overcrowded tourist destinations in 2026—an 11 percentage point increase from 2025. Meanwhile, 42% intend to travel outside peak season, though generational divides are stark: 63% of Boomers plan off-season trips, compared to 41% of Millennials and just 36% of Gen Z.
“This year’s 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,” said Danielle D’Silva, director of sustainability at Booking.com. “We are encouraged by the broad range of ways travellers are already travelling more sustainably, and how they plan to continue.”
Around a quarter of respondents also said they would choose destinations with cooler temperatures, a trend often dubbed “coolcations.” This shift is partly a response to rising summer heatwaves across southern Europe, from the Algarve to Sicily, and aligns with broader climate adaptation strategies. For those reconsidering air travel, European rail travel offers a viable alternative amid airfare volatility.
Supporting Local Communities and Wildlife
Sustainable tourism extends beyond environmental concerns to include economic and cultural support for host communities. Gen Z and Millennials are leading this charge: 31% of Gen Z and 29% of Millennials have taken tours that teach about local Indigenous cultures, compared to 23% of Gen X and 18% of Boomers. Nearly a quarter of Gen Z and Millennials have participated in tours supporting conservation of local ecosystems or wildlife, versus 16% of Gen X and 9% of Boomers.
Shopping locally is another key habit. The survey found that 59% of Boomers, 50% of Gen X, 44% of Millennials, and 42% of Gen Z plan to spend more at independent stores during their trips. This preference helps sustain small businesses in destinations from Lisbon to Ljubljana, reducing reliance on global chains.
Choosing Certified Accommodation and Greener Transport
More than a third of respondents across all age groups said they intend to stay at hotels or other accommodations with sustainability certifications in the next 12 months. This demand is pushing the hospitality sector to adopt verified eco-labels, from EU Ecolabel to Green Key. Meanwhile, the aviation industry is under pressure to decarbonize; sustainable aviation fuel emerges as a strategic shield for European airlines, though its adoption remains limited. For shorter distances, many travelers are turning to trains, a trend amplified by Lufthansa Group cutting 20,000 flights as soaring fuel costs reshape European air travel.
The report underscores that sustainable travel is no longer a niche concern but a mainstream expectation. As European tourists increasingly vote with their wallets—choosing off-peak dates, cooler climates, local businesses, and certified lodgings—the industry must adapt or risk losing relevance. The question now is whether destinations and operators can keep pace with the evolving priorities of a continent that values both exploration and responsibility.
