According to the YouGov poll of 2,000 UK adults, fewer than a third of over-60s worry about the impact their travels have on the planet and local communities. In contrast, half of Gen Z (ages 18-27) and 42% of Millennials (ages 28-41) say they’ve thought seriously about their environmental impact while traveling.

For those over 78, the concern drops even further, with just 26% admitting they’ve considered the consequences of their trips.

So why do younger generations feel the weight of their travel choices more acutely?

Amber Westerborg, director of sustainability and impact at The Social Hub, explains:

“Younger generations have grown up surrounded by debate on the impact our actions can have on the environment and other people, so it stands to reason they are more concerned about how their travel choices may affect the world they live in and the communities they visit. However, the impact is the same regardless of your age.”

But while awareness is high among younger travellers, the survey suggests there’s still a disconnect between intention and action. Many travellers express a desire to make sustainable choices but don’t always follow through when it comes to booking decisions.

“There is still work to do to convince travellers to close the intention gap between meaning to make a sustainable choice and taking it – and we want to lead the industry in driving that movement,” Westerborg added.

The survey also explored how much weight travelers give to a hotel’s environmental credentials—with another generational divide emerging.

• 48% of Gen Z and 43% of Millennials said a hotel’s sustainability certifications, such as B Corp, influence their booking choices.
• But for Gen X (ages 42-57) and Baby Boomers (58-76), that number falls to just 32%.

And while one in four Gen Z travellers (25%) would avoid a hotel with poor environmental practices, across all age groups, only 20% of respondents said they would actively steer clear of accommodations with a high carbon footprint or weak sustainability policies.

What Really Influences Hotel Choices?

Despite the growing awareness around sustainability, eco-credentials still take a backseat to other factors when it comes to choosing a hotel.

• 76% of respondents said poor reviews were their biggest red flag.
• 71% said overpricing was their main deterrent.
• 47% said they would avoid a hotel if it had a history of mistreating staff or unfair wages—a sign that ethical labor practices are also a growing concern.

But while travelers might not be prioritizing sustainability when booking a room, they are showing more interest in authentic travel experiences.

The survey found that nearly 40% of people would be more likely to choose a hotel if it offered the chance to engage with local communities through volunteering, local events, or supporting small businesses. Among Gen Z, that number jumps to 58%.

A Shift Towards Responsible Travel

For companies like The Social Hub, which achieved B Corp status last year, the rising interest in community-conscious travel is an opportunity to redefine the hospitality industry.

“These figures show how community-conscious travellers are becoming, particularly amongst younger generations. Social impact is central to everything we do. We want our hubs, and the people who visit, work, and stay in them, to be considered assets to the communities they are part of. That’s how we truly go about making our communities, and the world, better for everybody.”

And it seems the message is starting to resonate—figures from B Lab, the non-profit that certifies B Corps, show that 1 in 4 people globally now recognize the accreditation, rising to 39% in the UK.

So while sustainability isn’t yet the deciding factor in travel choices, younger generations are pushing the industry toward a more responsible and ethical future. The question now is: will older generations follow their lead?

Photo by ArtHouse Studio from Pexels