Agoda's 2026 Sustainable Travel Survey reveals a significant shift in traveller preferences, with 35% of Asian travellers now prioritising experiences that protect nature and support local communities. This surpasses the 26% who focus on accommodations with sustainability certifications. The survey, conducted across eight Asian markets, highlights a growing trend towards purposeful travel that benefits local communities.

Sustainability is becoming a central factor in travel planning, with 77% of Asian travellers considering it important in 2026, up from 68% last year. Thailand leads the region, with 95% of its travellers prioritising sustainable choices, followed by Indonesia, India, Malaysia, and Taiwan. This trend is expected to continue, with 83% of respondents indicating that sustainable travel will remain important over the next three years.

Andrew Smith, Senior Vice President of Supply at Agoda, noted, "Travellers are looking for more purposeful involvement in the destinations they visit, looking for ways to contribute to local growth and nature preservation as part of their journey." Agoda's Eco Deals programme, in partnership with the World Wide Fund for Nature (WWF), supports this demand by offering travellers savings whilst contributing to conservation efforts.

The survey also found that nearly half of the respondents travel during off-peak seasons to reduce overcrowding, highlighting a shift towards more sustainable travel behaviours. Agoda's Eco Deals programme, which includes a $15 million (US$15 million) commitment to WWF projects, aims to convert these interests into tangible benefits for local communities and ecosystems

This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.