For Earth Day (April 22), Booking.com released its 2026 Sustainable Travel Report—and it shows Korean travelers are far more sensitive to climate change than the global average.
The survey polled 32,500 people across 35 countries. In Korea, 67% said they would remove a destination from their wish list because of bad weather, 15 percentage points higher than the 52% global average. Seventy-six percent of Koreans said they actively avoid destinations expected to have bad weather, compared with 68% globally. Sixty-six percent reported feeling stressed about weather during the booking process, versus 55% worldwide. Over the past 12 months, 36% of Koreans said they changed or canceled travel plans due to bad weather or natural disasters, compared with 31% globally.
The data also revealed a clear generational paradox. While 75% of Gen Z and 71% of millennials say they intend to travel sustainably, baby boomers (age 61 and over) actually lead on follow-through. Sixty-seven percent of baby boomers said they would cut down on waste while traveling—well above the 48% of Gen Z who said the same. Baby boomers also showed the highest rates for saving energy (60%), shopping at local businesses (59%), and avoiding peak-season travel (63%). By contrast, Gen Z and millennials tend to prefer experiential sustainable travel—think connecting with indigenous communities or taking part in hands-on ecosystem protection projects.
The idea of sustainable travel itself is broadening. Globally, 44% of respondents said they would choose less crowded destinations to avoid overtourism, and 42% said they would travel outside peak season. Sustainability certifications are already influencing bookings: Booking Holdings’ 2025 sustainability report shows Booking.com reservations at third-party certified properties have topped 100 million.
Danielle D’Silva, Booking.com’s head of sustainability, said, \”The trend of adapting to bad weather and avoiding crowds now appears across all age groups.\”
▶ Booking.com survey: 76% of Korean travelers actively avoid destinations with bad weather — above the global average
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