Sustainability is no longer a peripheral concern for tourists—it is a driving force reshaping the global travel industry. According to the Trip.com Group 2026 Sustainable Travel Consumer Report, three in four travellers (75.4%) now weigh sustainability as a critical factor in their decision-making process, with more than half (56.8%) actively selecting eco-conscious travel options.
The report, which surveyed 8,777 respondents across 29 markets, signals a pivotal shift in consumer behavior. Travellers are increasingly viewing sustainable choices not as a moral burden, but as a way to enrich their experiences. Authenticity and the desire to preserve destinations for future generations are primary motivators for this transition.
However, the industry faces significant hurdles in translating this intent into widespread adoption. While consumers are increasingly environmentally conscious, the report identifies price (37.1%) and perceived inconvenience (29.8%) as the most prominent barriers. Furthermore, many travellers still struggle to identify truly sustainable options among the vast array of online offerings.
To address these challenges, Trip.com Group has launched “My Travel Impact,” a centralized feature within its app designed to bridge the gap between intent and action. This dashboard aggregates a user’s sustainable travel history, including nights spent at certified green hotels, estimated emissions saved by selecting lower-carbon flight routes, and the reduced footprint of choosing rail travel over personal vehicles.
Jane Sun, CEO of Trip.com Group, emphasized the company’s commitment to making sustainable travel seamless. “Making travel a positive force for the world it connects is a shared responsibility,” said Sun. “We are working to make sustainability part of the travel experience—from lower-carbon transport and certified sustainable stays to helpful information and personalized recommendations.”
The findings suggest that sustainability is increasingly synonymous with higher quality. Over 40% of respondents expressed a desire to explore nature-focused and lesser-known destinations, while 56% stated that robust public transport and low-carbon mobility options significantly increase a destination’s appeal. This evolution is happening against a backdrop of climate instability; 62% of respondents reported that extreme weather events have already forced them to alter their travel plans, such as rescheduling or choosing entirely new destinations.
Generational trends indicate that this shift is only set to accelerate. Younger demographics are leading the charge: 69.5% of Gen Z travellers intentionally prioritize sustainability, significantly higher than the 40.6% seen among Baby Boomers.
As the travel industry continues to evolve, Trip.com Group is banking on transparency and data-driven tools to capture this growing market. By collaborating with organizations like Travalyst and the Global Sustainable Tourism Council (GSTC), the company aims to standardize emissions reporting and certification, ultimately ensuring that sustainability becomes a default, rather than a difficult, choice for the modern traveller.
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