Booking study highlights sustainability gap between generations in Australia

International

New research reveals strong awareness of sustainable travel among Australians, while actual behaviour differs markedly between age groups

Booking.com has published its 11th annual report on consumer attitudes toward the social and environmental impact of travel. Based on insights from 32,500 travellers across 35 markets worldwide, including 1,000 respondents in Australia, the study identifies a clear generational paradox.

High awareness, differing behaviour

In Australia, 83 percent of travellers say that sustainable travel is important to them. However, older generations are more likely to translate this awareness into concrete action, while younger travellers often express stronger intentions without always following through to the same extent.

Among travellers in the Asia-Pacific region, nearly two-thirds of Baby Boomers plan to shop more frequently at local, independent businesses during their trips. Three-quarters intend to reduce general waste, and 63 percent aim to lower their energy consumption. These figures exceed those of Generation X, Millennials and Generation Z.

Younger travellers focus on conservation experiences

At the same time, younger travellers are more active in participating in experiences that support local ecosystems. More than a quarter of Generation Z and Millennials report having taken part in tours or activities that contribute to environmental conservation or the protection of wildlife.

This suggests a shift in how sustainability is expressed, with younger generations placing greater emphasis on direct engagement at destinations.

Extreme weather influences travel decisions

The study also shows that climate-related factors are increasingly shaping travel behaviour. Nearly three-quarters of Australian respondents say they consider the risk of extreme weather when choosing both their destination and the timing of their trip.

More than one in four travellers report having changed or cancelled travel plans within the past year due to extreme weather events or natural disasters.

Changing patterns in destination and timing

Australian travellers are adapting their travel habits in response. Many are seeking more predictable conditions and greater comfort. A significant share plans to avoid overcrowded destinations, travel outside peak seasons or choose locations with cooler temperatures.

At the same time, demand for certified sustainable accommodation continues to grow. In 2025, travellers booked more than 100 million room nights on the platform at properties with third-party sustainability certification, including hundreds of certified accommodations in Australia.

The findings underline a growing alignment between environmental awareness and travel planning, even as generational differences remain visible in how sustainability is put into practice.