Three in four travellers say sustainability is important when making travel decisions, while more than half are already intentionally choosing more sustainable options.
Based on more than 8,000 respondents across 29 markets, the 2026 Sustainable Travel Consumer Report from Trip.com found 75% of travellers consider sustainability important while 56% actively choose more sustainable travel options.
Environmental responsibility was the leading motivation at 52%, followed by preserving destinations for future generations at 50%.
However, higher prices remain the biggest barrier for 37% of respondents, followed by inconvenience and difficulty identifying sustainable options.
Alongside the report, Trip.com has launched My Travel Impact, a new app feature that brings sustainable travel information across hotels, flights and rail into a single dashboard.
The tool shows stays at certified sustainable properties, estimated emissions avoided by choosing lower-emission flights where comparable data is available and estimated emissions savings from choosing rail over petrol-powered cars.
Jane Sun, Trip.com Group CEO, said the company wanted to make sustainability a more visible part of the travel experience through clearer information, lower-carbon transport options and personalised tools.
The report also found extreme weather is already influencing travel behaviour, with 62% of respondents changing at least one aspect of a trip because of weather conditions.
Younger travellers showed the strongest engagement, with 69% of Gen Z respondents intentionally choosing more sustainable options.
