As climate change reshapes the travel landscape, a growing number of holidaymakers are weaving sustainability into their plans, according to a new report from Trip.com. The Sustainable Travel Consumer Report, based on responses from 8,777 travellers across 29 countries, reveals that sustainable choices are increasingly seen as a way to enrich journeys rather than a constraint.
The survey found that 75.4% of respondents regard sustainability as important when making travel decisions, and 56.8% say they deliberately opt for more sustainable options. This shift is particularly pronounced among younger Europeans, who are driving demand for experiences that combine environmental responsibility with authenticity.
Younger travellers lead the charge
Generational differences are striking. Among Gen Z respondents, 44.3% say sustainability is “very important” when choosing travel, compared to just 23% of Baby Boomers. Nearly six in ten Gen Z and Millennial travellers are willing to pay a premium for sustainable experiences, even though price remains a key consideration for many.
“Price sensitivity does not necessarily translate into an unwillingness to spend more on a more sustainable travel experience,” the report notes. Indeed, 32.9% of all travellers say they would pay an extra 1% to 5% for greener options, but the willingness rises sharply among younger cohorts.
Jane Sun, CEO of Trip.com Group, emphasised the broader stakes: “Every journey depends on the world around it: the places we discover, the nature we enjoy and the communities that make each destination unique. For travel to thrive for generations to come, that world must thrive too.”
Nature, rail, and hidden gems
When asked which sustainable choices enhance their trips, 41.6% of respondents cited exploring nature and outdoor destinations. Scenic rail journeys followed at 34.1%, while 32.7% preferred visiting lesser-known destinations with fewer crowds. Hotels with strong sustainability practices appealed to 31.9%, and 29.6% chose to travel during off-peak seasons.
These preferences align with a broader European trend towards slower, more mindful travel. Rail travel, in particular, has gained traction as an alternative to short-haul flights, with countries like France and Austria expanding night train networks. For those seeking inspiration, Europe's most snow-sure ski resorts offer a glimpse of how sustainability and winter tourism can coexist.
Climate disruptions reshape plans
The report also highlights the tangible impact of extreme weather. Nearly 30% of respondents have delayed or rescheduled a trip due to weather risks, while 23.6% changed the season or timing of their travel. A further 21.9% felt compelled to change their destination altogether.
This comes after a summer that was described as the “worst on record” for Europe, according to separate analyses. As a result, 37.2% of travellers now consider destinations with lower risk of weather disruptions. The findings echo broader concerns about climate resilience, similar to those raised in studies on glacial ice loss and its long-term consequences.
For older travellers, the preference is for less crowded places and travelling outside peak seasons, a choice that also reduces pressure on popular hotspots. This generational split suggests that sustainability is not a one-size-fits-all concept but rather a spectrum of behaviours shaped by values and circumstances.
The survey’s findings come as the travel industry grapples with how to balance growth with environmental stewardship. While price remains a barrier for some, the data indicates a clear appetite for more responsible options, particularly among those who will shape the sector’s future.
As Jane Sun put it, sustainability is “not just a responsibility, but a way to experience more – from exploring nature and taking scenic rail journeys to discovering less-visited destinations.” For travellers across Europe, that message appears to be resonating.
