How Climate Change is Shaping Travel Choices: A Look at Gen Z vs. Boomers

One could argue that tourism is the most sensitive industry of all, as every minute detail alters the travel patterns of potential consumers. 

Political instability, extreme weather conditions, culture, availability of infrastructure, and visa facilities are some of the factors that influence consumer preference. 

However, research reveals that climate change poses an equivalent challenge to the travel industry as extreme weather conditions such as rising temperatures can wreak havoc in popular tour destinations. This in turn makes travellers seek out more sustainable options. 

We have observed a shift in paradigm amongst Gen Z travellers who are now leaning more towards travel options that are consciously adapting and evolving to meet their needs of sustainability. 

Transforming the travel industry is akin to moving an elephant as implementing new technologies for aircrafts and retrofitting hotels and resorts to embrace sustainability can be a daunting task.

Generative AI made available in the recent past has made promises of operational efficiency and a more personalized experience to travel, as per a report issued by Deloitte. This can be achieved only provided that they are able to upgrade their technology, people, and mindset to harness it.

However, despite these advances, the threat of climate change remains high.
Travel operators should not only reduce emissions but also set clear, credible standards for measuring sustainability, all while responding to the changing desirability and viability of locations as a result of extreme weather events.

Gen Z’s unique approach to travel
With a desire for both adventure and responsible tourism, this generation is a well-informed group of consumers who utilize online resources to investigate and verify information and gravitate towards brands that share their beliefs.
According to Skift’s take on the Deloitte survey, this age values environmentally responsible options, preferring low-emission planes and accommodations with sustainability certificates.

Boomer Travel Patterns
This demographic prioritizes brands that offer comfort and familiarity. They’re more akin to selecting well-known establishments when selecting sites and activities.
Their tours will consist of luxury hotels and guided excursions prioritizing convenience and service. While they are growing more aware of climate change, their travel choices frequently reflect a preference for tried-and-true options over the sustainability-focused methods adopted by younger travellers. This group continues to have a huge impact on the tourism business landscape.

Measures Sri Lanka has taken in regard to sustainability
Below are some of the Sri Lankan operators who are actively embracing sustainability in tourism through various initiatives. 

• KiteSurfing Sri Lanka invites their guests to be part of their Mangrove planting project to offset their carbon footprint.
• Maalu Maalu Resort’s many sustainability-focused efforts are seen in their Coral Restoration project, which is focused on restoring marine ecosystems.
  The resort helps local youth by supporting the R.e.V Computer and Language School. Programs for beach clean-ups aggressively engage visitors in protecting the environment.
• Jetwing Hotels exemplifies sustainable hospitality, implementing rainwater harvesting, solar energy, and waste management systems across its properties.
• Eco Team, a leading tour operator, emphasizes responsible travel by offering eco-friendly adventures that support local communities and wildlife conservation efforts.

Based on the above, it is evident to us that understanding the eco-conscious travel behaviours of younger generations will equip us to adapt sustainable options as a nation and in turn help us attract more consumers who share the same values.