Every year, the Booking.com report sheds light on the evolving landscape of sustainable travel and highlights the increasing demand for eco-friendly experiences among travelers worldwide. As sustainability continues to be a driving force in the tourism industry, the findings of the report provide valuable insights into the preferences and motivations of conscious travelers. Over the eight years that the international booking platform has conducted this research, sustainability continues to be at the forefront for travelers.  

For example, 74% of respondents believe that people need to act now and make more sustainable choices to save the planet for future generations. This marks a substantial increase compared to previous years (66% in 2022), indicating a continuous shift in consumer behavior towards more responsible and environmentally friendly travel options.  

Particularly interesting for Green Key seems to be the trends connected to sustainable and/or eco-certified accommodations. The report highlights the growing popularity of eco-accommodations among travelers, as 65% of respondents confirmed that they would feel better about staying in a particular accommodation if they knew it had a sustainable certification or label. In addition, 59% would like to filter their accommodation options for those with a sustainable certification next time they book. Furthermore, travelers are actively seeking accommodations that prioritise sustainable practices, such as energy-efficient infrastructure, recycling programs, and locally sourced amenities. 

As economic conditions have changed significantly over the past year, the report also highlights a dilemma where travelers feel forced to choose between cost savings and more sustainable travel choices. 49% believe sustainable travel options are too expensive, which represents an 11% increase from 2022 data. Travelling sustainably therefore becomes secondary when worrying about bills and the energy crisis. Despite these developments 43% of respondents also claimed that they would be willing to pay more for sustainable travel options. 

While the desire for sustainable travel is strong, it also becomes apparent from the report that the lack of knowledge about sustainable travel options is among the challenges preventing some travelers from engaging in more sustainable travel experiences. The news and social media continue to be the top two sources of learning about sustainability for 43% of respondents. Aligned with the results of the report, and Booking.com's mission to make sustainable travel choices easier for everyone, the company is increasingly displaying sustainable accommodations around the world. Already now, travelers can find Green Key certified accommodations and information about their sustainable actions on Booking.com.

In case you are a Green Key certified establishment that would like to claim your listing on Booking.com, please contact us via chiara@fee.global. 

To conclude, the Booking.com Sustainable Travel Report 2023 shows a significant global shift towards sustainable travel, with most travelers expressing a desire for more eco-friendly options. As conscious travel becomes the norm, both travelers and industry players have a shared responsibility to prioritise sustainable practices and create a positive impact on the environment, so that “sustainable travel becomes the norm, and not the exception (Glenn Fogel, CEO of Booking.com).”  

To read the full Booking.com report click here.