Summary
A Booking.com-backed survey, reported by Euronews, suggests “sustainable travel” in 2026 is increasingly expressed through demand-management behaviours: travellers say they plan to avoid overcrowded destinations and shift trips to off-peak periods, alongside greater interest in certified stays.
For destination organisations, the signal is practical rather than abstract: crowd-avoidance can re-route demand to secondary areas and shoulder seasons, and it can also sharpen expectations for clear, verifiable sustainability information.
Key Insights
- Crowd avoidance is becoming mainstream
Booking.com’s Travel & Sustainability Report 2026 indicates 43% of travellers plan to avoid overcrowded destinations, an 11pp increase versus 2025.
- Off-season travel is a common tactic, with generational splits
42% plan to travel outside peak season, with older cohorts more likely to shift travel timing.
- Climate comfort is shaping destination choice
The article highlights “coolcations” and choosing cooler temperatures as a growing behaviour.
- Certification and proof points matter in the booking flow
More than a third of respondents across age groups plan to stay in accommodation with a sustainability certification in the next 12 months.
Implications & Actions for Destination Organisations
- Plan for pressure shifting, not disappearing
Model crowd-avoidance as likely demand displacement into shoulder months and alternative areas; adjust capacity, transport, and visitor information accordingly.
- Package shoulder-season propositions
Build and promote itineraries that work well off-peak (events, indoor culture, nature-based experiences) and measure conversion vs peak-season messaging.
- Standardise sustainability signals
Publish a simple, verifiable rubric for partners (what “certified” means, which standards are recognised) and reflect it consistently across channels.
- Use overtourism sentiment as an early warning
Track spikes in “overcrowding” narratives to anticipate demand switching and potential policy responses.
Source Article Details