Gen Z adults are leading the charge for green travel and are willing to spend 25 per cent more for an eco-friendly holiday.
A study of 2,000 adults found a third want to be more environmentally and socially conscious on their travels, but this rises to 41 per cent for 18–24-year-olds.
And while the typical Brit is willing to spend 16 per cent more on top of the existing price per night on ‘green’ accommodation, 18-24 year-olds would spend up to a quarter more while those aged 55 and over would only pay an extra 10 per cent.
It also emerged that of all the adults polled, half care more about doing their bit for the planet while travelling today than they did 10 years ago. And four in five feel it’s important to get to know the local community when visiting somewhere new.
Half of those will go on educational or cultural sightseeing, while 16 per cent of 18-24-year-olds have got involved in community projects, including volunteering. A further 77 per cent of travellers support local eateries, 73 per cent shop locally and 59 per cent speak with the residents of the country they are visiting.
The research commissioned by IHG Hotels & Resorts showed that three-quarters of Gen Z also feel it’s important that where they stay is green and ethical – but just 64 per cent of those aged 55 and over feel the same.
The study also found 81 per cent of adults take their everyday sustainable habits with them when they travel.
This includes using the correct bins for rubbish and recycling (73 per cent), not allowing the water to run while brushing their teeth (65 per cent) and opting to walk rather than use transport for short distances (65 per cent).
Other popular habits from those polled via OnePoll were found to be reusing towels (62 per cent) and not leaving the air conditioning on when they leave the room (46 per cent).
Says Karin Sheppard, SVP, managing director for Europe at IHG Hotels & Resorts:
“Now more than ever an emphasis is being placed on how consumers can travel better – with green credentials, reducing our carbon footprint and caring for the community being talking points.
“It’s interesting to see how the younger demographic are leading the way by doing their research into eco-friendly accommodation and are even willing to spend extra money to ensure they are being environmentally and socially conscious.”