Sustainable Travel? Not for Boomers, Says YouGov Study
A recent study by YouGov has uncovered a stark generational divide in attitudes toward the environmental and social impact of travel. The research shows that less than a third of older Britons are concerned about how their travel habits affect the environment and local communities, compared to nearly half of Gen Zers. More about generational travel habits, find out below.
This disparity highlights shifting priorities across generations as climate change and sustainable tourism become increasingly pressing global issues.
Generational cohorts are groups of people born during the same time period who share similar cultural, social, and historical experiences. Here’s a breakdown of the most commonly recognized generational groups:
1. Baby Boomers (1946–1964)
- Birth Years: 1946 to 1964
- Current Age (as of 2023): 59 to 77 years old
- Key Characteristics:
- Born during the post-World War II “baby boom,” a period of increased birth rates.
- Experienced significant economic growth, social change, and cultural shifts, such as the civil rights movement and the rise of rock and roll.
- Often associated with traditional values, strong work ethics, and a focus on career stability.
- Many are now retired or nearing retirement, with significant spending power and a focus on leisure activities, including travel.
2. Generation X (1965–1980)
- Birth Years: 1965 to 1980
- Current Age (as of 2023): 43 to 58 years old
- Key Characteristics:
- Sometimes called the “latchkey generation” due to growing up in households where both parents worked, leading to greater independence.
- Witnessed the rise of technology, such as personal computers and the internet, but adapted to it later in life.
- Often described as pragmatic, self-reliant, and skeptical of authority.
- Balancing careers, raising children, and caring for aging parents, making them a busy but influential demographic.
3. Millennials (1981–1996)
- Birth Years: 1981 to 1996
- Current Age (as of 2023): 27 to 42 years old
- Key Characteristics:
- Also known as Generation Y, Millennials came of age during the rise of the internet, globalization, and the 2008 financial crisis.
- Tech-savvy and early adopters of social media platforms like Facebook and Instagram.
- Value experiences over material possessions, with a strong interest in travel, wellness, and work-life balance.
- Often criticized for being entitled or job-hoppers, but also praised for their adaptability and focus on social justice and sustainability.
4. Generation Z (1997–2012)
- Birth Years: 1997 to 2012
- Current Age (as of 2023): 11 to 26 years old
- Key Characteristics:
- The first true digital natives, having grown up with smartphones, social media, and instant access to information.
- Highly aware of global issues like climate change, social inequality, and mental health.
- Value authenticity, diversity, and inclusivity, and are often vocal about their beliefs on platforms like TikTok and Instagram.
- Entering the workforce during a time of economic uncertainty, with a focus on entrepreneurship and side hustles.
5. Generation Alpha (2013–Present)
- Birth Years: 2013 to present
- Current Age (as of 2023): 0 to 10 years old
- Key Characteristics:
- The children of Millennials and younger Gen Xers, Generation Alpha is still in its formative years.
- Growing up in a world dominated by technology, AI, and advanced digital tools.
- Expected to be the most educated, tech-dependent, and globally connected generation yet.
- Their values and behaviors are still emerging, but early trends suggest a strong focus on sustainability and social responsibility.
Key Findings about generational travel habits from the study
The study surveyed British adults across different age groups, revealing significant differences in their perspectives on travel:
- Only 31% of baby boomers (aged 60-77) expressed concern about the adverse effects of their travel on the environment and local communities.
- This figure drops to just 26% among those aged 78 and older, making them the least concerned demographic.
- In contrast, almost half of Gen Zers (typically defined as those born between 1997 and 2012) said they were worried about the impact of their travel.
These findings suggest that younger generations are far more likely to consider sustainability and ethical tourism when planning trips, while older generations may prioritize convenience, cost, or personal enjoyment.
The survey, commissioned by hybrid hospitality operator The Social Hub, also found that younger travellers were more inclined to opt for accommodation with positive social and environmental credentials, such as B Corp certification.
Almost half (48 percent) of Gen Z travellers said such accreditation was important, compared with less than a third (32 percent) of Gen X and baby boomer travellers.
Connecting with local communities was also a priority for younger travellers, with 58 percent saying they would opt for a hotel that offered volunteering opportunities or supported local businesses.
Fair working practices were also a concern for those polled, with almost half of respondents (47 percent) stating that they would not book a hotel if they knew it mistreated staff or failed to pay them a fair wage.
The study follows the news that nearly four in five children under 12 are worried about climate change. A YouGov study commissioned by Greenpeace found that 78 percent of children polled are concerned about the issue.
What Can Be Done?
To bridge the generational gap and promote more sustainable travel practices across all age groups, experts suggest the following:
- Education and Awareness Campaigns: Targeted initiatives to educate older travelers about the environmental and social impact of tourism could help shift attitudes. This could include partnerships with travel agencies, airlines, and tourism boards.
- Incentives for Sustainable Travel: Governments and businesses could offer financial incentives, such as tax breaks or discounts, for travelers who choose eco-friendly options like trains over planes or stay in green-certified accommodations.
- Improved Accessibility: Making sustainable travel options more affordable and accessible could encourage wider adoption. For example, expanding public transportation networks or offering carbon offset programs at the point of booking.
- Community Engagement: Encouraging travelers of all ages to engage with local communities and support small businesses can foster a greater sense of responsibility and connection to the places they visit.
The Road Ahead
As the travel industry continues to recover from the COVID-19 pandemic, sustainability will remain a critical issue. While younger generations are leading the charge, it is essential to engage older travelers in the conversation to create a more inclusive and impactful movement toward ethical tourism.
The YouGov study about generational travel habits serves as a reminder that attitudes toward travel are evolving, but there is still much work to be done to ensure that all generations recognize their role in protecting the planet and supporting local communities.
