B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
27%
27% -- participation in ecosystem conservation tours for Gen Z travellers (2026)
27% of Gen Z travellers participated in a tour or activity contributing to the health or conservation of local ecosystems or wildlife.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
27%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Booking.com
Primary
Tier A
https://martechasia.net/pr-newswire/booking-coms-latest-travel-and-sustainability-research-reveals-a… ↗
Source Article
Booking.com's Latest Travel and Sustainability Research Reveals Australian Generational Paradox | MartechAsia
SYDNEY, May 4, 2026 /PRNewswire/ — Today Booking.com released its 11th annual research report into consumer attitudes and understanding of the social and environmental impact of travel. With insights from 32,500 travellers across 35 markets globally, including 1,000 from Australia, this year’s resea…
Original Research
Booking.com
· Original study ↗
Methodology
Booking.com 11th annual travel sustainability research; Gen Z 27%, Millennials 26%
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Gen Z travellers: 27% participation in ecosystem conservation tours. Source: Booking.com (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/gen-z-conservation-tour-participation-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/gen-z-conservation-tour-participation-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>27%</strong> -- participation in ecosystem conservation tours for Gen Z travellers<br><small>Source: Booking.com (2026) · <a href="https://lighthousedata.io/data/gen-z-conservation-tour-participation-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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