Sustainability: more than a buzzword, it’s a booking magnet

Eco-friendly travel isn’t just a passing phase—it’s the new standard. Guests aren’t just looking for a comfy bed; they want to know their stay isn’t costing the planet. But here’s the thing: different demographics care about sustainability for different reasons. Crack that code, and you’re not just saving the Earth—you’re boosting bookings and justifying premium rates.

By tailoring your sustainability message to different age groups, cultural backgrounds, and travel styles, you can attract the right guests, increase loyalty, and turn green initiatives into serious revenue. Let’s break it down.

Why sustainability sells across generations

Gen Z and Millennials get a lot of credit for their eco-consciousness, but they’re not the only ones. Retirees with time and money to travel want their legacy to include a healthier planet. Families are focused on the world their kids will inherit, making sustainable stays a must.

The common thread? People want authenticity. No one’s falling for greenwashing anymore. Thoughtful sustainability efforts don’t just reduce waste—they enhance guest experiences by preserving local culture, supporting communities, and making responsible tourism feel like a win-win. In other words, going green isn’t just good for the Earth—it’s great for business.

How sustainability puts more green in your pocket

Sustainability sells—when you market it right. Industry research from ITB Berlin shows that many travellers will happily pay a premium for accommodations that walk the eco-walk. Smart investments in energy-efficient lighting, solar panels, and water-saving tech don’t just cut costs—they’re powerful selling points.

And let’s not forget the wellness angle. Eco-conscious guests also love organic, locally sourced food, chemical-free cleaning, and nature-focused wellness experiences. It’s not just about saving the planet—it’s about making guests feel good, inside and out.

Talking the talk: tailoring your sustainability message

A blanket approach won’t cut it. Different demographics need different messaging, and those who get it right see serious results. A 2024 Sustainable Travel Insights Report found that accommodations highlighting personalised eco-initiatives saw guest engagement jump by 25%.

Gen Z & Millennials

What drives them? Climate activism, social justice, digital transparency.

How to win them over:

• Show the data: Displaying energy savings or carbon offsets matter and can help increase bookings from Gen Z and Millenial travellers
• Make it Instagrammable: Partnering with eco-conscious influencers can boost engagement
• Local is everything: Highlight nonprofit partnerships and community initiatives—many Gen Z travellers say they’re more likely to book when they know their spending benefits local communities.

Families

What drives them? Kid-friendly experiences, long-term environmental impact, education.

How to win them over:

• Turn sustainability into an adventure: Nature tours, wildlife conservation activities, and eco-friendly workshops can increase family bookings by 20%. (Skift)
• Make green travel easy: Discounts for low-impact travel (like rail instead of air) and perks like reusable water bottles for kids have boosted bookings by 15%. (GMI)
• Health sells: Clean air, toxin-free spaces, and green areas make a big difference

Retirees & older adults

What drives them? Relaxation, meaningful travel, leaving a positive legacy.

How to win them over:

• Emphasise peace and purpose: Scenic preservation and support for artisans resonate—42% of retirees prioritise community engagement when booking. (EHL)
• Lean into wellness: Wellness offerings such as nature walks, bird‑watching, and holistic spa treatments are proven to extend guest stays and increase revenue per available room (RevPAR) by integrating multimodal wellness into the guest experience.
• Celebrate heritage: Promoting cultural traditions and timeless experiences makes your property a more attractive choice.

Corporate & business travellers

What drives them? ESG commitments, brand reputation, convenience.

How to win them over:

• Talk their ESG talk: Aligning with corporate sustainability goals can boost business bookings by 22%. (Cvent)
• Green meetings = green profits: Energy-efficient conference spaces and sustainable catering options can drive an 18% increase in corporate event bookings. (CBRE)
• Keep it seamless: Sustainable features need to work alongside high-speed Wi-Fi and efficient transport links.

Getting the word out: where to market your sustainability story

Once you’ve nailed your messaging, getting it in front of the right audience is key. A 2023 Global Travel Insights study found that using the right marketing channels can boost direct bookings by 35%.

Social media matters

• Instagram, TikTok, and YouTube are perfect for Gen Z and Millennials—short-form videos highlighting sustainability efforts can increase engagement by 30%.
• Facebook and LinkedIn work best for older adults and corporate travellers, where ESG-focused content can drive a 26% engagement boost.

Leverage green travel platforms

• Listings on platforms like EcoHotels.com and Green Key-certified directories boost visibility—properties tagged as "eco-friendly" see a 28% jump in searches. (Booking.com)

Sweeten the deal with direct booking perks

• Offering carbon offset credits for direct bookings can drive a 19% increase in conversions. (Booking.com Sustainable Travel Report 2024)

The bottom line on going green

Sustainability isn’t just the right thing to do—it’s the profitable thing to do. By aligning your sustainability story with guest priorities, you can boost loyalty, stand out from the competition, and increase revenue. Whether through engaging social media campaigns, direct booking incentives, or corporate ESG partnerships, the right green strategy can be a game-changer for your property.

Ready to turn sustainability into your biggest selling point? Start shaping your message today.

By Jamie McBride
Director - Field & Partner Marketing