According to an Amadeus report, travellers who prioritise sustainability are willing to pay 11.7% more per night for hotels with strong eco-friendly practices, adding about $29.25 on a $250 room. The trend is stronger among younger travellers, with Gen Z willing to spend 14.7% extra, or $36.75 per night. In India, 93% of travellers prioritise sustainability, reflecting a clear shift towards responsible, experience-led and value-driven travel choices globally.
Rahul Bhadana is a digital editor at TravTalk with experience spanning multiple content niches, with a strong focus on travel trade journalism and digital publishing. A graduate of Delhi University, his work covers editorial writing, content strategy and platform-led storytelling, supporting TravTalk’s digital growth and industry engagement. A technology enthusiast, he enjoys films, poetry and exploring new ideas across media and culture.