Kearney finds millennials driving shift in tourism as 86% prefer eco-friendly travel options

Millennials lead the charge but 75% of global travellers now consider environmental impact of travel decisions

86% of millennials prefer eco-friendly travel options, driving major shift in global tourism - finds Kearney

• Three-quarters (75%) of global travellers now consider the environmental impact of travel decisions
• Millennials lead the charge, with 86% of those aged 25-34 prioritising eco-friendly options like reducing the carbon footprint of their travel
• Over half of travellers worldwide are prepared to splurge on premium or luxury travel services following the pandemic

Consultancy Kearney has released data from its latest report 'In the mind of global travelers: how travelers’ evolving expectations are reshaping tourism', that found 75% of travellers now consider the environmental impact of their travel decisions. 

According to Kearney, millennials are driving this trend – 86% of those aged 25 to 34 favour eco-friendly travel modes and green mobility alternatives.

The firm surveyed 1,700 respondents from nine countries – including the US, China, India, UK, and key European and Middle Eastern markets – to analyse the shifting preferences of travellers globally. 

The report sheds light on the challenges and opportunities facing the global travel industry, identifying ways in which it can evolve, or risks losing tourist traffic, in an increasingly competitive landscape.

It revealed that iconic destinations like Miami, Las Vegas, and New York continue to top travellers’ lists, while emerging niche locations are gaining traction. 

California ranks highest for wellness-related travel, Rome for heritage, and Kenya for wildlife experiences.

However, travellers are increasingly seeking immersive experiences that offer a deeper connection to local culture and nation, with 75% of respondents spending at least half their time exploring outside their hotel or Airbnb.

Wellness travel is growing in popularity, too, with Kearney’s research highlighting that it is now becoming a family-friendly option. Once dominated by solo travellers and couples, nearly 30% of wellness travellers now bring their children along, creating a new opportunity for tourism operators to develop multi-generational wellness packages.

Kearney’s survey found that weight management programmes and mental wellness retreats are the two most popular wellness-related getaway choices, reflecting a shifting preference towards incorporating self-care into travel.

The report also revealed that there is considerable demand for both luxury and budget travel options. In fact, more than 50% of travellers are willing to spend more on premium or luxury services. This is most prominent among travellers aged 25-44 and those from developing economies, likely fuelled by the pent-up demand after pandemic restrictions kept people from travelling.

At the same time, a growing segment of cost-conscious travellers – many of them solo travellers – are more likely to choose budget options. Notably, over 60% of solo travellers expect affordable or budget/basic service levels from hospitality providers.

Mauricio Zuazua, Kearney Middle East and Africa Region Chair and lead author of the report, said: "In the aftermath of the pandemic, it's clear that the travel industry has evolved rapidly, driven by global demographic changes and middle-class appetite for new experiences. 

"Growing awareness about our responsibility to the planet is positive in itself, but also presents a lucrative opportunity for tourism providers to adapt their offering to the eco-conscious consumer. 

"As for destinations, it's no surprise that iconic locations remain at the top. Places like California and Bali are synonymous with wellness travel, while heritage-rich destinations like Rome, Athens, and Egypt continue to draw travellers from across the world. 

"That said, niche locations are gradually gaining ground, particularly as more popular hotspots implement measures to combat overtourism and protect their environment and the local community”.

William Hillgarth, principal, mobility defense and advanced industrials of Kearney, added: “Other than increasing demand, travellers’ preferences have been expanding, notably with emerging destinations and new types of experiences gaining popularity. 

"Players within, and around, the tourism sector will need to adapt to stay relevant to today’s traveller preferences.”