Booking.com’s Latest Travel and Sustainability Research Reveals Unexpected Generational Paradox

AMSTERDAM, 20 APRIL 2026 - Today Booking.com released its 11th annual research report into consumer attitudes and understanding of the social and environmental impact of travel. With insights from 32,500 travelers across 35 markets globally, this year’s research highlights a generational paradox. While 85% of travelers at all ages say that more sustainable travel is important or very important to them - younger generations express stronger sustainability intentions but take fewer practical actions - whereas older generations demonstrate greater commitment through concrete behaviors.