Expedia Group Survey: How Gen Z & Millennials Are Reshaping Sustainable Travel

Why It Matters

Younger travelers are reshaping demand, forcing destinations and hospitality providers to prioritize sustainable practices and demand‑management strategies, creating new revenue streams and risk mitigation opportunities.

Key Takeaways

• 94% of Gen Z & Millennials willing to travel off‑peak
• 83% support site restrictions even if personal access is limited
• Over 60% spent $251‑$750 on recent nature trips
• 68% of Gen Z consider environmental impact when planning trips
• 86% took at least one national park trip in past year

Pulse Analysis

Sustainability has moved from a niche concern to a baseline expectation for younger travelers. Expedia’s survey shows 68% of Gen Z and a solid majority of Millennials now weigh environmental impact when choosing destinations, activities, and timing. This shift is reflected in the 76% of all respondents who said social or environmental issues influenced their travel plans at least once in the past year, signaling that eco‑consciousness is no longer a peripheral add‑on but a decisive factor in itinerary design.

Off‑peak travel and crowd‑avoidance are emerging as practical tools for responsible tourism. With 94% of Gen Z and Millennials willing to shift travel dates or select quieter alternatives, destinations can manage overtourism without sacrificing visitor numbers. Expedia’s launch of the multi‑year Trails Fund underscores industry commitment to protect the very assets that drive demand—trails, parks, and coastlines—while offering partners a clear avenue to align with purpose‑driven guests. Measures that limit access to popular sites are gaining acceptance, as 83% of respondents support such restrictions to preserve natural and cultural heritage.

The economic implications are significant. More than half of surveyed younger travelers spent between $251 and $750 on their most recent nature‑focused trip, injecting substantial revenue into local economies surrounding national parks and island destinations. With 86% of respondents having visited a park in the last 12 months and Gen Z taking three to four trips more often than Millennials, the demand for nature‑based experiences is robust. Hospitality operators, tour operators, and transportation providers that embed sustainability into their offerings stand to capture this growing market while contributing to the long‑term health of the destinations they serve.