Trip.com Group Sustainable Travel Consumer Report 2026

Trip.com Group’s Sustainable Travel Consumer Report 2026 examines how environmental concerns, travel costs and extreme weather influence consumer travel decisions. The report explores sustainable tourism preferences, lower-carbon transport, accommodation sustainability, destination choices and the growing demand for environmental information from online travel platforms. It also examines how younger and older generations differ in their approach to sustainable travel.

The findings are based on a survey of 8,777 respondents across 29 markets in four regions: Asia-Pacific, Europe, the Middle East and Africa, Latin America and North America. The research examines consumer motivations, reported travel behaviours, willingness to pay and expectations of travel booking platforms. Its global findings represent the surveyed sample rather than all international travellers.

The report finds that 75.4% of respondents consider sustainability important when making travel decisions, but only 56.8% intentionally choose more sustainable options. Higher prices remain the leading barrier at 37.1%, although 59.2% are willing to pay some premium. Climate-related disruptions are also influencing travel behaviour, with 62% having adjusted at least one aspect of a trip because of extreme weather. Younger travellers report stronger adoption of sustainable options.

The findings highlight opportunities for hotels, airlines, destinations and online travel agencies to make sustainable choices easier to identify, compare and book. Clear sustainability labels, convenient lower-carbon transport and credible information could help address the gap between consumer intentions and action. However, the survey measures reported preferences and behaviours rather than verified environmental outcomes or emissions reductions. Access the original full report here: click here.