Agoda Survey 2026 shows rising demand for eco and community travel
Agoda survey 2026 shows 35% of Asian travellers prefer eco-friendly experiences over hotels, with 77% prioritising sustainability in travel decisions.
nishathapa 
Singapore, May 11, 2026: The latest brief from the ground suggests travellers in Asia are starting to care less about where they sleep, and more about what their trip actually does on the ground. A new Agoda survey 2026 shows 35% of travellers now actively seek experiences that support the environment and local communities, marking a clear shift away from hotel-only sustainability thinking.
What is changing in sustainable travel behaviour?
Travellers are no longer focusing only on eco-certified hotels. Instead, they are prioritising experiences that create real-world impact.
Key shift in behaviour
- 35% prefer eco-conscious tours and activities
- Only 26% prioritise certified sustainable hotels
This shows a clear move from “where you stay” to “what your trip contributes.”
Why is this shift happening?
Travellers are looking for more meaningful travel experiences that go beyond labels.
Main reasons
- Desire to support local communities
- Interest in nature protection and conservation
- Preference for more real, experience-led travel
And they’re getting sharper about it. Symbolic sustainability isn’t enough anymore.
How important is sustainability in 2026 travel decisions?
Sustainability is no longer optional in planning a trip. It’s becoming a deciding factor.
Key statistics
- 77% of travellers say sustainability matters in 2026 (up from 68% last year)
- 83% say it will remain important over the next three years
Country-wise importance:
| Country | Importance Level |
|---|---|
| Thailand | 95% |
| Indonesia | 93% |
| India | 88% |
| Malaysia | 88% |
| Taiwan | 83% |
How are travellers changing their spending behaviour?
Travellers are becoming more conscious of where their money goes and how it impacts local economies.
Behavioural insights
- 29% want spending to support local communities
- 28% want deeper connection with destinations
- 38% believe responsible tourism should boost local economies
- 48% prefer off-peak travel to avoid overcrowding
And this is practical, not idealistic. Travellers are changing how and when they move.
How is the industry responding?
Travel platforms are introducing sustainability-linked initiatives to meet this demand. Platforms are reacting quickly. They know demand has shifted.
Agoda has launched its Eco Deals programme in partnership with WWF.
Programme highlights
- US$1.5 million committed to WWF projects across 10 markets
- Up to 15% discounts on selected stays
- US$1 donated to WWF per booking
The initiative connects travel bookings with environmental impact in a direct way.
What does this mean for travel operators?
Operators can’t rely on rooms alone anymore. The pressure is shifting to experiences.
Key implications
- Focus is shifting from hotels to experiences
- More demand for local and offbeat destinations
- Increase in longer stays from long-haul travellers
- Repeat travellers seeking new experiences each trip
And this spreads tourism beyond the usual hotspots. Smaller markets are starting to see real benefit.
Agoda Survey 2026 details
The Agoda Sustainable Travel Survey was conducted in February 2026 with 1,036 respondents across eight Asian markets, including India, Indonesia, Japan, Malaysia, South Korea, Taiwan, Thailand, and Vietnam.
