In the first part of our sustainability series, we explored sustainable travel and sustainability efforts across the industry. Here, we’ll focus on the values of sustainable tourism. Whether you’re a hotel or an OTA, you’ll find resources to guide you on your journey, plus key insights on connecting with your guests.
What is Sustainable Tourism?
The UNWTO defines sustainable tourism as tourism that takes full account of its current and future economic, social, and environmental impacts, addressing the needs of visitors, the industry, the environment, and host communities.
The key here is the goal of helping a destination thrive perpetually. As a travel organization, your team can help travelers increasingly understand these values and incorporate them into every aspect of their trip. For many travelers, the word sustainability may immediately bring to mind remote landscapes or eco-friendly travel gear — all of which are important. But the rhythms of one’s trip are just as essential.
For example, traveling sustainably can mean choosing not to visit certain places during peak season, in order to protect communities and historic sites from overtourism. Respecting local regulations and seasonal access rules — which more and more destinations are introducing to manage visitor demand — is an increasingly important part of responsible travel. A mindful mode of travel can ease strain on world wonders, ensuring historic destinations can be enjoyed for years to come.
Organizations who seek to walk the walk on sustainable tourism will reflect its values throughout their messaging, recognizing their role in encouraging responsible travel. The UNESCO World Heritage Canopy provides comprehensive resources on its sustainable development projects across the globe, offering valuable insights to travel organizations.
Sustainability in the Hotel Industry
If your organization lands in the hospitality sector, there are many opportunities to amplify your space and engage your guests with environmental programming. But where to start? The Sustainable Hospitality Alliance provides extensive information for organizations in need of guidance, including resources to evaluate your current endeavors, map out your goals, and discover best practices to achieve and maintain them.
From tranquil sanctuaries to savvy city destinations, many locales across the globe offer optimal accommodations for environmentally focused guests — like the UK’s Thyme Hotel. Nestled on a 150-acre farm, the hotel is home to orchards and vegetable gardens, and oversees on-site recycling and composting. Thyme is also working towards eliminating all single-use plastics throughout its operations, and donates a portion of its gift shop revenue to its conservation partners.
Even a hotel located in a big city can reflect sustainable design and educational programming. The Fairmont San Francisco, for example, hosts nine beehives in its culinary and rooftop gardens, each home to about 20,000 honeybees. The hotel not only offers bee tours, but guests can enjoy honey harvested on-site in their teas, desserts, and salad dressings.
This is sure to be sweet news for guests headed to a city. Research from Booking.com has shown that, while travelers are keen on sustainable travel, a meaningful share don’t believe it’s possible to find such options in a city or tourist destination. Keep this in mind when creating city-based content — your travel audience will be delighted to know that even in a cosmopolitan setting, they can find an eco-friendly retreat.
OTAs Can Help Eco-minded Guests Sort Through the Noise
OTAs have become a one-stop shop for many travelers engaged in the planning process. Along with the possibility of cheaper fares — and digital ease of use — many OTAs offer the full spectrum of bookings in one place, from flights and accommodations to excursions.
With this in mind, OTAs are prime hubs for connecting travelers to sustainable tourism. In addition to transportation and accommodations, OTAs can help travelers plan their trip with sustainability in mind. Outdoor explorations are, of course, always a great way to enjoy and celebrate nature. Museums, aquariums, and botanical gardens are also wonderful choices, with proceeds directly benefiting a destination’s conservation work.
Along with featuring excursions and educational institutions, your OTA’s social or blog content can also play a key role in reflecting the values of sustainable travel. From engaging in voluntourism to discarding waste properly, your creative content can illustrate best practices for responsible travel and help guests incorporate these values into their vacation rhythms.
Kind Traveler is one OTA that’s weaving sustainable tourism throughout its operations. The hotel booking platform provides guests with the opportunity to give back with every booking, by offering exclusive perks with a $10 donation to one of Kind Traveler’s charity partners. Partnering organizations include wildlife sanctuaries, hospitals, and food banks.
Sustainable Tourism is Nourishing for Both Travelers and Destinations
The EUROPARC Federation describes sustainable tourism beautifully, as a mode of travel that provides a meaningful quality experience, safeguards natural and cultural values, supports local livelihoods and quality of life, and is economically viable.
Studies continue to show that travelers seek to make an impact for good, but aren’t always sure where to start. A couple of closing insights from Kind Traveler’s 2022 Impact Tourism Report: 96% of respondents agreed it’s important — voting from slightly to very important — that travel spending helps sustain the destinations visited, while 48% said finding sustainable accommodations was their greatest challenge in traveling sustainably, and 37% pointed to reducing their carbon footprint.
Sustainable Tourism in 2026: From Intent to Action
That gap between intent and action keeps narrowing. Booking.com’s 11th annual Travel and Sustainability Report, published in April 2026, found that travelers booked 100 million room nights at third-party certified sustainable properties in 2025 alone. One in three travelers across every generation — from Gen Z to Baby Boomers — now plans to stay at a sustainability-certified property in 2026, with near-identical intent across age groups. Timing and crowd avoidance have also become mainstream sustainable-travel behaviors: 43% of travelers say they plan to avoid overcrowded destinations in 2026, up 11 points year over year, while 42% plan to travel outside peak season. For hotels, airlines, and OTAs, this confirms that sustainability credentials and flexible, off-peak content are no longer a niche differentiator — they’re a mainstream booking driver that belongs in core marketing and content strategy.
Sustainable tourism protects communities, wildlife, resources, and ancient destinations. It encourages a rhythm of travel that’s woven with appreciation and stewardship. And it’s an enriched approach to travel that truly does a world of good.
Along with your organization’s own sustainability initiatives, consider how — through innovation, creative content, and partnerships — you can inform and support your travel community with the inspiration they need to plan trips that are aligned with their values.
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