Trip.com Launches Travel Impact Tool as 75% of Travellers Value Sustainability

More than three-quarters of travelers consider sustainability important when planning trips, but cost and convenience continue to influence their decisions, according to Trip.com Group's 2026 Sustainable Travel Consumer Report. Released on 27 October 2026, the study found that 75.4% of respondents value sustainability in travel decisions, while 56.8% say they intentionally choose more sustainable travel options.

The report draws on a survey of 8,777 respondents across 29 markets in four regions. Alongside the findings, Trip.com Group announced My Travel Impact, a new feature within its travel booking app designed to help users track more sustainable choices across accommodation, flights and rail. The initiative reflects growing demand for accessible sustainability information as travelers seek to understand the environmental implications of their journeys.

 

Sustainability Influences Travel Decisions, but Costs Remain a Barrier

 

Environmental responsibility was the most frequently cited motivation for choosing more sustainable travel options, selected by 52.5% of respondents. Preserving destinations for future generations ranked second at 50.8%, while 44.4% linked sustainable travel to more authentic experiences. The findings suggest that travelers increasingly link environmental considerations to holiday quality and the long-term protection of destinations.

However, 37.1% cited higher prices as a barrier to sustainable travel, followed by inconvenience or additional effort (29.8%) and difficulty identifying suitable options (27.1%). Price remained a leading consideration when booking travel, cited by 64.1% of respondents, while 61.8% prioritized quality and comfort. These figures indicate that interest in sustainable tourism does not necessarily translate into purchasing decisions unless more sustainable choices are affordable, convenient and clearly presented.

 

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My Travel Impact Tracks Sustainable Hotel and Transport Choices

 

Trip.com Group's new My Travel Impact feature consolidates sustainability-related information from different travel products into a single dashboard. For accommodation, it records nights spent at properties with Trip.com's Certified Sustainable label, based on recognized third-party certification. For flights, the tool displays estimated emissions avoided by selecting lower-emission flight options where comparable information is available, using the Travel Impact Model recommended by Travalyst.

For rail journeys, the dashboard estimates emissions savings compared with travel by petrol-powered cars where suitable data is available. These figures provide comparative estimates rather than independently verified reductions in a traveller's overall carbon footprint. The feature responds to survey findings showing that 41.6% of travelers want clearer sustainability labels, while 32.7% would welcome a dashboard displaying the carbon impact of their bookings. Additionally, 64.2% said more sustainable travel offerings would influence their choice of online travel booking platform.

 

Extreme Weather Is Already Changing Travel Plans

 

Climate-related disruptions are becoming a significant consideration in travel planning. According to the report, 62% of respondents had adjusted at least one aspect of a trip because of extreme weather. Nearly 29.9% delayed or rescheduled travel, 23.6% changed the season or timing of their journey, and 21.9% selected a different destination.

The findings also show growing interest in nature-based travel experiences and lower-impact mobility. About 41.6% said exploring natural and outdoor destinations would improve their experience, followed by scenic rail journeys (34.1%) and visiting less crowded destinations (32.7%). 56% of respondents said access to good public transport or lower-carbon mobility would increase destination appeal, while 50.6% valued the protection of natural and cultural heritage. These preferences suggest that destination infrastructure and environmental management are increasingly relevant to tourism competitiveness.

 

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Gen Z Leads Sustainable Travel Adoption

 

Younger travelers reported stronger engagement with sustainable travel than older generations. Among Generation Z respondents, 69.5% said they intentionally chose more sustainable travel options, compared with 63% of Millennials, 50.6% of Generation X and 40.6% of Baby Boomers. The results show a consistent generational difference in reported travel behavior, although the survey does not establish whether these preferences translate into lower overall travel emissions.

Digital travel platforms may also have an important role in influencing younger consumers. Approximately 76.7% of Gen Z respondents said more sustainable offerings would affect their choice of online travel agency. For travel companies, this creates an incentive to make sustainability-related information easier to compare during booking rather than presenting it separately from conventional considerations such as price, convenience and comfort.

 

Certification and Emissions Data Support More Informed Booking

 

Trip.com Group is working with organizations including the Global Sustainable Tourism Council (GSTC) and Travalyst to support sustainability certification and consistent emissions information. The company also draws on responsible travel guidance from organizations such as WWF to provide practical recommendations to travelers. These collaborations are intended to improve the credibility and accessibility of environmental information across travel products.

Jane Sun, Chief Executive Officer of Trip.com Group, said, "Making travel a positive force for the world it connects is a shared responsibility, and the travel industry has a vital role to play in preserving the places, nature and communities that make travel meaningful for generations to come." The company aims to incorporate sustainability considerations into the booking experience through certified accommodation, lower-emission transportation options and personalized information.

The findings illustrate both the growing importance of sustainable tourism and the challenges of translating consumer intentions into measurable environmental benefits. More transparent comparisons could help travelers make informed choices, but the effectiveness of these tools will depend on the reliability of underlying emissions data, certification standards, and continued user engagement.

For travel platforms and hospitality providers, the report highlights opportunities to improve sustainability information while addressing the practical concerns that shape booking decisions. The wider environmental impact will depend on whether greater awareness leads to meaningful changes in travel behavior and resource consumption.

 

Source: Trip.com