Research carried out by Hotels.com shows that millennials (people born between 1981 and 1996) in the Nordic countries are willing to change their travel habits for the sake of the climate.

According to the “Millennials on the Move” study, 41% of millennials in the Nordic countries are willing to take action to travel in a more climate-friendly way. This is especially the case for young people from Finland, where the figure is 58%.

Destination choice plays a role for the millennials that wish to travel more environmentally friendly: 21% indicate that they have avoided long-distance trips, and 37% only travel to destinations that can be reached by public transportation, ship or train.

Emma Tagg from Hotels.com says: "It is clear that Nordic millennials pay attention to climate-friendly types of travel and how they can actively do something for the environment”. Almost half (47%) of those interviewed agree that their changed travel habits can make a difference for the environment. “We at Hotels.com are aware of this situation and we expect this trend to be even stronger in 2020”.

The “Millennials on the Move” study was done by YouGov for Hotels.com in the period from 1-14 October 2019 in Denmark, Norway, Sweden and Finland. 4,000 people – around 1,000 from each country – participated in the survey. The figures in this survey relate to question 11, 12 and 12a in the survey.

Source: Hotels.com