While less than half of baby boomers (61+) indicate they want to travel more sustainably in the coming 12 months (46%), compared to 51% of Generation X, 63% of millennials (63%), and 71% of Gen Z, research shows that their actions may speak louder than their words. When it comes to the concrete measures travelers take to be more sustainable, older generations seem to be more decisive than younger ones. For instance, 65% of baby boomers indicate they want to reduce waste and 60% want to save energy, compared to 56% and 52% for Generation X, 50% and 46% for millennials, and 43% and 38% for Gen Z.
Gen Z and millennials, on the other hand, lead when it comes to experiences. For example, 30% of Gen Z and 27% of millennials have participated in activities related to local cultures or indigenous communities, compared to 22% of Generation X and 17% of baby boomers. Also, in terms of conservation, these younger generations are more active (22% and 20% versus 12% and 8%). This shows that sustainable travel is interpreted differently by generation, but the willingness to make conscious choices is widely present.
Extreme weather influences travel choices for everyone
Although there are differences between generations, the impact of extreme weather plays an increasingly significant role for Dutch travelers of all ages. Nearly two-thirds of the Dutch say they take into account the risk of extreme weather conditions when choosing a destination (63%) and travel period (62%). Additionally, 64% indicate they actively avoid destinations known for extreme weather.
For some travelers, this has already had direct consequences. For instance, 12% of the Dutch report having canceled or adjusted a trip in the past twelve months due to extreme weather conditions or natural disasters, such as heat, storms, wildfires, or floods. More than half (53%) say that certain destinations were too hot to visit at the desired time, and a third (33%) have removed destinations from their bucket list due to reports of extreme weather.
Avoiding crowds and traveling off-season
Avoiding crowds is also playing an increasingly important role in more sustainable travel choices. For instance, 38% of Dutch travelers plan to avoid busy tourist destinations, while 36% indicate they want to travel outside the peak season. Additionally, 21% are considering consciously choosing cooler destinations.
Behind these choices lies not only comfort but also a growing awareness of the impact of travel on destinations. For example, half of the travelers considering quieter destinations (50%) indicate they do so to not contribute to overtourism. Among those who want to travel off-season, just over a third (36%) say they want to reduce the pressure on destinations.
Sustainable choices also visible in accommodation
In addition to choices regarding destination and travel period, accommodation and behavior on location remain an important part of sustainable travel for all age groups. It appears that more than a third of each generation plans to stay in accommodation with a sustainability certification in the coming twelve months.
"Although different generations may interpret sustainable travel differently, adapting to extreme weather conditions and actively avoiding crowds have now become the norm for all Dutch people, young and old," says Danielle D'Silva, Director of Sustainability at Booking.com. "It is encouraging to see the many different ways travelers are already traveling more sustainably and how they plan to continue doing so. Whether it’s booking accommodations with a sustainability certification, using public transport or an electric car during their travels, or even choosing cooler and quieter destinations. As Booking.com, we want to make it easier for travelers and partners to continue making sustainable choices so that destinations remain attractive for both residents and visitors in the long term."
