Young adults are leading the charge for green travel and are willing to spend 25% more for an eco friendly holiday.
A study of 2000 adults found a third want to be more environmentally and socially conscious on their travels, but this rises to 41% for 18 to 24 year olds.
And, while the typical Brit is willing to spend 16% more on top of the existing price per night on ‘green’ accommodation, 18 to 24 year olds would spend up to a quarter more.
But those aged 55 and over would only pay an extra 10%.
It also emerged that of all the adults polled, half care more about doing their bit for the planet while travelling today than they did 10 years ago.
And four in five feel it is 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 to 24 year olds have got involved in community projects, including volunteering.
A further 77% of travellers support local eateries, 73% shop locally and 59% speak with the residents of the country they are visiting.
The research commissioned by IHG Hotels & Resorts showed that three quarters of Gen Z also feel it is important that where they stay is green and ethical – but just 64% of those aged 55 and over feel the same.
Karin Sheppard, senior vice president, 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 is interesting to see how the younger demographic are 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 is important for organisations to pave the way for travellers.
‘That is why we have launched ‘Journey to Tomorrow’ – a commitment to make sure we do what is right, not just what is 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 (73%), not allowing the water to run while brushing their teeth (65%) and opting to walk rather than use transport for short distances (65%).
Other popular habits from those polled via OnePoll were found to be reusing towels (62%) and not leaving the air conditioning on when they leave the room (46%).