Why Eco-Conscious Travel Is Booming in 2025
Summary
Eco-conscious travel is no longer a niche—it's reshaping how Americans plan, book, and experience tourism. With green filters on booking platforms and surging demand for sustainable stays, the travel industry is pivoting. Here's what's driving the shift—and why it matters for travelers, platforms, and investors alike.
Introduction
The U.S. tourism industry is undergoing a profound transformation. In 2025, sustainability isn't just a "nice-to-have"—it's becoming a core value for millions of travelers, especially Millennials and Gen Z. From ecolodges to carbon offset programs, demand for eco-friendly travel experiences is rising fast.
This article explores the data behind the boom—and what it means for businesses in the tourism value chain.
Trend Breakdown
Market Growth & Consumer Preferences
- U.S. sustainable tourism market: $66B (2023) → $116B by 2029 (CAGR 9.87%) [1]
- 82% of U.S. travelers say sustainable travel is "important" [5]
- 75% say they want to leave destinations better than they found them [5]
- 49% still say sustainable travel is "too expensive" [5]
The data below reveals how consumer expectations around sustainability vary between U.S. and global travelers—offering key cues for brands and platforms.
Sustainable Travel Sentiment: U.S. vs Global
Source: Booking.com Sustainable Travel Report 2024, TrendFoundry Analysis
But how are these expectations translating into market behavior?
The next table shows how intentions are turning into action—across spending, booking behavior, and long-term investment.
Growth indicators for the U.S. ecotourism sector, 2024–2025.
| Metric | 2024 | 2025 (Proj.) |
|---|---|---|
| U.S. EcoTourism Market | $53B [3] | $56B [3] |
| Glamping & EcoLodge Bookings | ↑ 200% since 2019 [16] | Continued growth |
| EcoLodge Investment Growth | +89% since 2019 [16] | Ongoing |
Source: [3] Evertreen, [16] Mindful Ecotourism.
Together, these trends signal more than just a change in preferences—they reflect a structural shift in the U.S. tourism economy toward sustainability.
For travel businesses, now is the time to align offerings with this momentum—or risk falling behind.
Accommodation Trends
- 65% of travelers prefer eco-certified accommodations [20]
- 59% want to filter for sustainability when booking [20]
- Booking.com now features over 100,000 Travel Sustainable properties [10]
- Google Travel and Expedia have introduced green filters and carbon data tools [17][6]
TIP: Expedia’s filters help travelers discover eco-labeled hotels—look for tags like "Green Certified" or "Low-Emissions Flights" [6].
Transportation & SAF Innovation
- Sustainable Aviation Fuel (SAF) production:
- 1M tons in 2024 → 2.1M tons in 2025 [11]
- Still just 0.7% of global jet fuel, but doubling yearly [11][12]
- While SAF production is ramping up rapidly, its cost remains a major barrier to mass adoption.The following chart compares SAF and conventional jet fuel prices to illustrate this gap.
- U.S. airlines target net-zero by 2050, supported by tax credits of up to $1.75/gal SAF [18]
- Alaska Airlines:
- First U.S. airline to eliminate single-use plastic cups (55M/year) [13]
- 22% fuel efficiency gains with newer aircraft [13]
Gen Z & Millennial Behavior
- Millennials are the fastest-growing eco-travel segment [7]
- Gen Z prioritize authenticity and affordability [8]
- Gen Z and Millennials are more likely to:
- Choose sustainable brands
- Offset emissions
- Rent EVs over gas cars [14]
- Boomers and Gen X are more likely to reduce environmental impact via hotel habits like reusing towels [14]
ESG & Policy Momentum
- 46% of travel companies plan to increase ESG investment in 2024 [20]
- 89% of ESG decision makers believe tourism can reach net-zero by 2050 [20]
- U.S. government actively supports sustainable tourism through BLM and NPS strategies [15][19]
- Inflation Reduction Act provides tax credits to SAF producers and users [18]
Why It Matters
- Travel platforms that fail to highlight sustainability risk losing younger users
- Destinations that ignore ESG practices may become less attractive
- Investors are rewarding eco-aligned tourism startups and properties
- For brands like Expedia, integrating eco-labels isn’t just PR—it's strategic advantage [6][7]
Discover eco-friendly hotels on Expedia and make your next trip more meaningful.
Takeaways
- Sustainable travel is rapidly shifting from niche to norm in the U.S.
- Younger travelers are setting the pace, with rising expectations
- Booking tech, AI, and SAF investments are driving enablement
- The winners will be those who make sustainability easy, affordable, and visible
Sources
- Radical Storage – https://radicalstorage.com/travel/ecotourism-statistics/
- Statista – https://www.statista.com/statistics/1553581/impact-environmental-sustainability-travel-decision-by-age-us/
- Evertreen – https://www.evertreen.com/news/ecotourism-reforestation-a-greener-way-to-travel
- Asian Hospitality – https://www.asianhospitality.com/survey-82-percent-of-american-travelers-prioritize-sustainable-travel/
- Green Lodging News – https://www.greenlodgingnews.com/u-s-sustainable-travel-insights-report-2024-now-available/
- Expedia Group – https://www.expediagroup.com/media/media-details/2022/New-Global-Research-from-Expedia-Group-Spotlights-Growing-Consumer-Interest-in-Sustainable-Tourism/default.aspx
- Expedia ESG Report – https://www.expediagroup.com/investors/news-and-events/financial-releases/news/news-details/2024/Building-a-Prosperous-Planet-for-Generations-to-Come/default.aspx
- PeekPro – https://www.peekpro.com/blog/gen-z-travel-trends
- Green Key Global – https://www.greenkey.global/stories-news-1/2023/05-rising-popularity-of-eco-accomodations-bookingsustainabletravelreport-5zfs
- Global Sustainable Tourism Council – https://www.gstcouncil.org/booking-com-2022-sustainable-travel-report/
- IATA – https://www.iata.org/en/pressroom/2024-releases/2024-12-10-03/
- Carbon Credits – https://carboncredits.com/iata-aims-to-double-sustainable-aviation-fuel-by-2025/
- Airlines.org – https://www.airlines.org/u-s-airlines-highlight-commitment-to-sustainability-throughout-earth-month/
- LBB Online – https://lbbonline.com/news/tourism-and-travel-in-2025-set-jetting-secluded-stays-and-sustainability
- BLM – https://www.blm.gov/sites/blm.gov/files/BLM-Travel-Tourism-Action-Plan.pdf
- Mindful Ecotourism – https://www.mindfulecotourism.com/best-ecotourism-facts-and-statistics/
- Google – https://blog.google/products/travel/find-more-sustainable-travel-options-with-new-search-tools/
- IEA – https://www.iea.org/energy-system/transport/aviation
- National Park Service – https://www.nps.gov/subjects/policy/upload/Tourism_Committee_Draft_Recommendations_12-2-2024.pdf
- Amadeus – https://amadeus.com/en/newsroom/press-releases/travel-companies-increase-esg-investment-2024-technology-important-achieve-goals
