Sustainability drives consumer and travel decisions in Mexico and Ecuador

Sustainability is increasingly driving consumer and traveler decisions across Latin America. According to the Booking.com Travel & Sustainability Report 2026, 75% of Generation Z and 71% of millennials in Mexico consider sustainable travel important, with one in three intending to stay in accommodations with sustainability certifications.

In Mexico, 78% of surveyed consumers express a willingness to modify consumption habits to reduce environmental impact. This shift extends beyond tourism into retail and consumer goods, where buyers prioritize organic, local, or biodegradable products.

This trend is also impacting business travel. Globally, 85% of travelers consider sustainability important, and 43% now avoid destinations suffering from overtourism. In Ecuador, hotels such as the Wyndham Quito Airport report that one in five guests considers sustainability a relevant factor when choosing lodging, reflecting a growing demand for corporate travelers to combine comfort with environmental responsibility.