Agoda’s 2026 Sustainable Travel Survey reveals a significant shift in travel preferences, with 35% of Asian travellers prioritising experiences that protect nature and support local communities. This surpasses the 26% who focus on accommodations with sustainability certifications. The survey, conducted across eight Asian markets, indicates a growing trend towards purposeful travel, with 77% of respondents considering sustainability important in their travel choices, up from 68% last year.
Thailand leads the region with 95% of travellers prioritising sustainability, followed by Indonesia at 93%, and India and Malaysia both at 88%. Agoda’s Senior Vice President of Supply, Andrew Smith, noted that travellers are increasingly looking for ways to contribute to local growth and nature preservation. “As travellers explore beyond the usual gateways, the opportunity for communities in secondary destinations to benefit from tourism dollars spreading more widely continues to increase,” Smith stated.
Agoda’s Eco Deals programme, in partnership with the World Wide Fund for Nature (WWF), supports this trend by offering travellers savings whilst contributing to conservation efforts. The programme has committed $15m to WWF projects across 10 markets, providing savings of up to 15% for travellers and donating $1 to WWF for every completed booking.
The survey also highlights that 48% of travellers choose to travel during off-peak seasons to reduce overcrowding, indicating a readiness for more sustainable travel options. As the demand for eco-friendly travel grows, Agoda aims to convert these interests into opportunities for partners through its Eco Deals initiative.
