A recent report by Booking.com highlights a significant and growing trend among Indian travelers: an overwhelming majority, 96%, now consider sustainable travel important or very important. This sentiment is translating into tangible actions across all age groups, from Gen Z to Gen X, indicating a clear shift from mere intention to active participation in eco-conscious tourism.
Intent Translates to Action
The study, which gathered insights from 32,500 travelers across 35 markets including India, details how different generations are embracing sustainability. When it comes to reducing waste, over half of Gen X (55%) and Millennials (53%), alongside 44% of Gen Z, plan to recycle and avoid single-use items. Energy conservation is also a priority, with 57% of Gen X, 49% of Millennials, and 46% of Gen Z intending to turn off air conditioning and lights when not in their rooms.
Supporting local economies is another shared value, with roughly half of each generation planning to shop at local, independent stores. Similarly, nearly half across all groups express a desire to choose accommodations with recognized sustainability accreditations.
Current Sustainable Practices
Beyond stated intentions, the report tracked actual behaviors, revealing that many Indian travelers are already integrating sustainable practices into their journeys:
- Local Food: A significant majority prioritize locally sourced and seasonal food, including 60% of Gen X, 59% of Millennials, and 55% of Gen Z.
- Reusable Bottles: Carrying reusable water bottles is nearly universal, practiced by 56% of Millennials, 54% of Gen X, and 53% of Gen Z.
- Cultural Immersion: Many engage in activities involving local indigenous cultures, with 40% of Millennials, 39% of Gen Z, and 35% of Gen X participating.
- Conservation: Around a third of Millennials and Gen X, and over a quarter of Gen Z, partake in ecosystem or wildlife conservation efforts.
However, financial commitment to lower-impact flying remains an area with less engagement. Only 36% of Gen X, 28% of Millennials, and 25% of Gen Z have contributed toward carbon offsetting or Sustainable Aviation Fuel.
Climate Reshapes Travel Decisions
Extreme weather events are no longer a distant concern but a direct influence on travel plans. Over two-thirds of Indian travelers (71%) now factor extreme weather risks into their timing and destination choices, with a similar proportion actively avoiding destinations known for severe weather. Unpredictable weather causes stress for nearly two-thirds when booking, making it hard to decide when to travel.
“Sustainability is no longer a niche preference, it's shaping when people travel, where they go and how they engage with destinations. Travellers are adapting to climate realities, embracing flexibility and making more deliberate choices that balance personal needs with destination wellbeing.”
— Santosh Kumar, Regional Head, South Asia at Booking.com
Indian travelers are significantly more likely than their global counterparts to act on these concerns. While 33% of global travelers altered plans due to extreme weather in the past year, a striking 63% of Indian travelers did so. More than half (59%) reported certain destinations becoming too hot to visit, and 62% have removed places from their wish lists entirely due to weather-related news.
Avoiding Crowds and Overtourism
The desire for responsible travel extends to managing tourism impact. Nearly half (47%) of Indian travelers plan to avoid overcrowded tourist destinations. Two in five intend to travel outside peak season, with 55% of these citing a desire to reduce pressure on destinations. A third are actively seeking cooler destinations. Crucially, 45% of those choosing quieter places explicitly aim to avoid contributing to overtourism, highlighting a growing awareness of travel's impact on local communities and the environment.