Skift study: 77% of travelers believe travel should benefit communities and the environment

On October 20, 2026, Skift released a study of 74,000 travel consumers across the world's top 40 outbound markets, showing that 77% of respondents believe travel should benefit communities and the environment, and 24% actively seek sustainable options and accept trade-offs. The report also reviewed that in a 2021 Skift/EarthCheck survey across 11 markets, 62% of travelers actively sought responsible operators, one-third were willing to pay more than 10% extra for green certification, and the proportion of Saudi and Chinese travelers was close to 80%.