SUSTAINABLE TRAVEL SHIFT AS AUSSIES DODGE CROWDS AND CLIMATE RISKS

Australians are quietly rewriting the rules of travel, moving away from peak-season getaways and crowded hotspots as climate concerns and changing habits reshape the industry, new research from Booking.com shows.

The 2026 Travel & Sustainability Report reveals that timing and destination are now central to how Australians approach travel, with 42 per cent planning to holiday outside peak periods and 43 per cent actively avoiding overcrowded destinations.

This is not just about comfort. It reflects a broader shift in thinking, where travellers are increasingly aware of their impact on places they visit, with many deliberately trying to reduce pressure on popular destinations.

At the same time, climate is no longer a background consideration. It is shaping decisions in a far more immediate way. Nearly three-quarters of Australians now factor extreme weather into where and when they travel, while more than a quarter have already changed or cancelled trips in the past year due to weather events.

There is also a growing sense that some destinations are becoming less viable altogether. More than half of Australians say certain locations have become too hot to visit at their preferred time of year.

A generational split is emerging

While sustainability is now firmly on the agenda, the report highlights a gap between what travellers say and what they actually do.

Younger Australians tend to express stronger views about sustainable travel, yet it is older travellers who are more likely to follow through with practical actions such as reducing waste, cutting energy use and shopping locally.

That does not mean younger travellers are disengaged. They are more likely to participate in cultural experiences and conservation-focused activities, pointing to a different interpretation of what sustainable travel looks like.

From intention to behaviour

The shift is already playing out in booking patterns. Across the region, more travellers are choosing accommodation with recognised sustainability credentials, and sustainable travel is moving from a niche consideration to a mainstream expectation.

Yet barriers remain. Cost, confusion and a lack of clear information continue to hold some travellers back from making more sustainable choices, suggesting the industry still has work to do in making those options accessible and easy to understand.

For now, the direction is clear. Travel is becoming less about ticking off destinations at peak moments and more about timing, impact and experience.

Or, put more simply, Australians are still travelling, just a little more thoughtfully than before.

Luxury travel has long been associated with extraordinary experiences, remote destinations and exclusive access.

Increasingly, however, it is also being measured by something less visible: the impact it leaves behind.

New figures released by Abercrombie & Kent Philanthropy (AKP), the charitable arm of luxury travel company Abercrombie & Kent, reveal the organisation raised a record $3.3 million in 2025, supporting 80 projects across 27 countries and reaching almost 550,000 beneficiaries since its inception.

The result marks the philanthropy group’s largest year to date and reflects a broader shift within the luxury travel sector towards community development, conservation and long-term local partnerships.

Keith Sproule, Executive Director of A&K Philanthropy, said the organisation’s focus remained on creating lasting change within communities visited by travellers.

“From feeding thousands of students each day to expanding access to clean water, healthcare and economic opportunity, 2025 was a landmark year for A&K Philanthropy,” he said.

A changing definition of luxury

The growing focus on social impact comes as affluent travellers increasingly seek deeper connections with the destinations they visit.

Across Africa, Asia, the Middle East and South America, AKP’s projects span education, healthcare, conservation and enterprise development, often in remote regions where tourism can provide an important economic lifeline.

Among the year’s milestones was the delivery of approximately $800,000 worth of medical equipment to healthcare facilities in Uganda and Zambia, while more than 6,400 students gained access to clean drinking water through school-based initiatives.

The organisation also expanded school feeding programs in Kenya, Namibia, Uganda and Zambia, providing daily meals to more than 7,200 children.

Investing in communities

Several projects highlighted in the report focus on helping communities generate sustainable income rather than relying solely on aid.

In the Peruvian Amazon, AKP partnered with the Nueva Arica community to develop businesses centred on punga fibre, aguaje fruit and honey production, creating economic opportunities while supporting environmental conservation in one of the world’s most biodiverse regions.

Elsewhere, near Petra in Jordan, 40 young women completed a vocational mosaic-training program designed to help participants establish businesses and generate independent income.

Education also remained a priority, with a new library opening at Pusanki Primary School in Kenya’s Maasai Mara. The project included the delivery of more than 1,100 books for 440 students living near important wildlife conservation areas.

Tourism’s broader legacy

While luxury travel remains centred on exceptional experiences, reports such as AKP’s highlight the growing expectation that tourism should deliver benefits beyond the visitor experience alone.

The organisation now employs 17 Impact Managers who work directly within local communities, helping oversee projects and maintain long-term partnerships in some of the world’s most isolated regions.

As travellers become increasingly conscious of where their money flows, the concept of luxury is continuing to evolve, with many high-end operators placing greater emphasis on the legacy their journeys leave behind.