Young adults are more likely to splash out extra on a holiday to make sure it is eco-friendly.
Brits under the age of 24 would spend up to a quarter more on 'green' accommodation per night compared to those older who are prepared on average to fork out 16%.
A new study of 2,000 adults found a third want to be more environmentally and socially conscious on their travels, but this rises to 41% for 18–24-year-olds.
It appears the oldest category polled care the least about improving their carbon footprint when travelling as those aged 55 and over would only pay an extra 10%.
Half of everyone involved in the research said they now care more about doing their bit for the planet, when on holiday than they did 10 years ago.
Other findings in the study revealed four in five holidaymakers feel it’s important to get to know the local community when visiting somewhere new.
Half of those will go on educational or cultural sightseeing, while 16% of 18-24-year-olds have gone so far as to help out on community projects overseas.
A further 77% of travellers support local eateries, 73% shop locally and 59% talk to residents of the country they are visiting.
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The research commissioned by IHG Hotels & Resorts showed that three-quarters of Gen Z also feel it’s important that where they stay is green and ethical – but just 64% of those aged 55 and over feel the same.
Karin Sheppard, SVP, managing director for Europe at IHG Hotels & Resorts said: "Now more than ever an emphasis is being placed on how consumers can travel better – with green credentials, reducing our carbon footprint and caring for the community being talking points.
"It’s interesting to see how the younger demographic is leading the way by doing their research into eco-friendly accommodation and are even willing to spend extra money to ensure they are being environmentally and socially conscious.
"Everyone can change their behaviours and still enjoy travelling for both business and leisure, but it’s important for organisations to pave the way for travellers.
"That’s why we’ve launched 'Journey to Tomorrow' – a commitment to make sure we do what’s right, not just what’s needed, to make a positive difference for our people, communities and planet over the next decade."
The study also found 81% of adults take their everyday sustainable habits with them when they travel.
This includes using the correct bins for rubbish and recycling, not allowing the water to run while brushing their teeth and opting to walk rather than use transport for short distances.
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