02/04/2025 | SIAN
Sustainable tourism is no longer a trend, it’s a reality
In recent years, the tourism sector has undergone a radical shift in traveler priorities. What was once a niche for a handful of "eco-conscious" pioneers has now become a mainstream demand, especially among millennials, Gen Z, and high-income travelers.
According to a Booking report, 81% of global travelers consider staying in ecological accommodations important during their vacations. Among younger generations (millennials and Gen Z), this figure rises to 83%. But this is more than just statistics: we are witnessing a mindset shift where sustainability is no longer a luxury but a basic expectation.
The new generation of travelers
Millennials (1981–1996) and Gen Z (1997–2012) dominate travel consumption—and they’re rewriting the rules. Not only do they account for the majority of travel bookings, but they’re also the most environmentally driven generations in history.
The data speaks for itself:
83% prefer environmentally friendly stays (Booking.com).
76% are willing to alter travel plans to reduce their carbon footprint (Expedia Group).
“Authentic experiences” consistently rank above mass tourism.
This isn’t just preference; it’s a demand for systemic change in how we travel.
Sustainable luxury: the new demand for premium travelers
A
Luxury Travel Magazine study reveals that 72% of high-income travelers prioritize accommodations with verifiable environmental commitments. The conclusion is clear: sustainability is no longer an add-on but a core requirement for the luxury segment.
Tangible actions—such as solar and wind systems for self-sufficient operations, bioclimatic designs leveraging natural light and passive ventilation, locally sourced ingredients, and regenerative tourism activities (e.g., reforestation or species protection) — transform sustainability into an integrated experience, not just a slogan.
Are travelers willing to pay more for Sustainable Stays?
A Nielsen study revealed that 66% of global consumers are willing to pay more for sustainable brands—and in tourism, the trend is even stronger:
78% of travelers prefer accommodations with green certifications (Green Key, LEED, etc.)
45% would cancel a booking upon discovering a property’s negative environmental impact.
This shift isn’t just about ethics—it’s a competitive advantage.
Additionally, micro-resorts and eco-cabins hold a competitive edge: they offer authenticity and a connection to nature that traditional hotels cannot replicate. These properties attract travelers, influencers and sustainability-focused media, generating free organic publicity.
Investments driving the trend
This shift is not theoretical: giants like Marriott International are taking action. The group recently acquired a leading glamping operator to expand its Outdoor-Focused Collection, catering to the growing demand for sustainable luxury.
This strategy diversifies their portfolio into premium outdoor accommodations while reflecting the industry’s pivot toward offerings that blend comfort, authenticity, and environmental stewardship.
SIAN helps you design a Micro-Resort or Sustainable Cabin
Beyond infrastructure, SIAN enables experiences like permaculture workshops and farm-to-table dinners, fostering authentic connections with nature. These offerings attract travelers, influencers, and conscious consumers, positioning your project as a leader in sustainable hospitality, where sustainability is no longer optional but the cornerstone of success.SIAN emerges as a strategic partner for developing successful mini-resorts or eco-cabins in this evolving landscape. Their approach integrates sustainable materials—such as FSC-certified wood and VOC-free paints—with patented anchoring technology for versatile, scalable constructions. Solutions like rainwater harvesting, wastewater treatment, renewable energy (solar panels), and high-efficiency climate systems ensure a self-sufficient model.
Discover the future of sustainable hospitality at the
SIAN models.Comments
